对“代工”的敏感，本质上是对品质不确定性的焦虑

Core Viewpoint - The controversy surrounding the outsourcing model of the down jacket brand Xuezhongfei, under the Hong Kong-listed company Bosideng, highlights consumer concerns about product quality and brand integrity due to its reliance on multiple subcontractors for production [2][3][5] Group 1: Outsourcing and Consumer Perception - Xuezhongfei has gained attention for its outsourcing practices, particularly after Adidas chose it as a subcontractor, leading to consumer confusion about the authenticity of the products [2] - Consumers express concerns when they discover that Xuezhongfei's products are not manufactured by the brand itself but by various factories in Hebei, Jiangsu, and Anhui [2][3] - The phrase "you buy Adidas produced by Xuezhongfei, but you may not buy Xuezhongfei produced by Xuezhongfei" reflects consumer trust issues regarding the brand's choice of subcontractors [3] Group 2: Industry Dynamics and Brand Management - The outsourcing model reflects a typical contradiction in the Chinese apparel industry during its transformation period, balancing brand expansion needs with quality control [3][5] - The global trend of "brand operation + subcontracted production" is becoming more prevalent, and Xuezhongfei's strategy aims to reduce production costs and respond quickly to market demands [3][5] - However, quality issues arising from subcontracting could damage the brand image of Xuezhongfei and Bosideng, as consumers associate products from the same group with similar quality standards [3] Group 3: Quality Assurance and Transparency - To address consumer concerns, Xuezhongfei should establish a more transparent quality assurance system that communicates consistent quality commitments [4] - Suggestions include allowing consumers to scan QR codes to view production factory qualifications and quality inspection reports, or providing comparison videos of quality control tests from different factories [4] - Initiatives like "factory open days" could help eliminate information asymmetry and build consumer trust [4] Group 4: Shift in Industry Focus - The Chinese apparel industry is transitioning from scale-driven growth to value-driven growth, with the outsourcing controversy exemplifying this shift [5] - While a light-asset model can rapidly increase scale, long-term brand value ultimately relies on product quality [5] - Addressing the quality control challenges posed by multiple subcontractors is essential for establishing new types of subcontracting relationships and alleviating consumer concerns about brand integrity [5]