"Da Vinci" triggered a variable high-end furniture brand ice and fire two days

Furniture exhibited at Dongguan Furniture Fair. Information picture Integrity furniture enterprises will have more living space in the future. Information picture Dafenci high-priced furniture "foreign brand" identity fraud incident is about to "full moon." According to industry insiders, Dongguan furniture, which accounts for 70% of the country's furniture exports, has become a two-day situation due to the Da Vinci incident. On the one hand, the furniture with "foreign name" is slow-moving, on the other hand, some local high-end brands quickly seized the market vacancy that Da Vinci gave out. In the eyes of many people in the industry, the Da Vinci incident has caused Dongguan's furniture enterprises, which account for more than 70% of processing trade exports, to be in the shadows of the past, encountering an unprecedented "cold winter."

The company conducts self-examination and self-correction to promote self-discipline. The experts concerned believe that "a company without social responsibility can be confused before, but it is difficult now."

The performance of the high-end furniture industry presents a bipolar design of a furniture dealer who does not want to be named. The Da Vinci incident has led to the differentiation of high-end furniture brands in Dongguan into two different days. At present, those who import goods have become foreign names. The ambiguous products on the promotional materials showed a slow-moving situation. However, the background is clear, and the local products with a certain history have not been affected. Instead, Da Vinci’s sales have fallen to more customers.
Wu Fuzhen, general manager of Dongguan Mingting Classical Mahogany Furniture Factory, is very satisfied with the current business. He is also doing high-end furniture. Because the famous court did not falsify on the packaging, and did not make an eye-catching "foreign name", it was the industry triggered by Da Vinci. The shock was not affected, and the sales volume in the recent period increased by nearly 20 percentage points.
Olive Tree Furniture Co., Ltd. is a small and medium-sized furniture company in Dongguan. It has been established for four or five years. General Manager Ma Yibo told reporters that after the Da Vinci incident, the sales of their company's furniture have increased, which is unexpected. He believes that the main reason for Da Vinci's problems is that the domestic furniture products are sold as original imports, which is a behavior that deceives consumers. This in turn gives more living space to many honest furniture companies that are equally positioned with Da Vinci.
“Our exports and domestic sales have not been affected.” Li Wei, general manager of Fuyun Furniture Co., Ltd., which has a 22-year history in Dongguan, said. Li Wei said that the situation of the furniture industry this year is already quite serious. The Da Vinci incident may have a greater impact on high-end furniture companies, especially the local furniture enterprises packaged by the so-called "foreign brands". People's furniture has little impact on the positioning of small and medium-sized enterprises.

The Da Vinci incident promoted the industry to shuffle the horse and said that even if Da Vinci does not have an accident, the situation of the furniture industry in Dongguan is not optimistic in the overall economic situation and the real estate industry in China, but the Da Vinci incident The occurrence has even worsened its situation. He believes that this fall, the furniture industry will face a reshuffle, when the unfavorable enterprises will be closed down, "the market order of the entire furniture industry will become more fair."
He also predicted that after the Da Vinci incident, the price of pure solid wood furniture will pick up. With the growth of consumer knowledge of furniture, Ma Yibo believes that only furniture companies that operate with integrity can have development prospects, and furniture companies can operate in a more standardized way to win the market.
“Global furniture looks at China, Chinese furniture looks at Guangdong, and Guangdong furniture looks at Dongguan.” Mr. Yu, the person in charge of planning and promotion of Dongguan International Famous Furniture Exhibition, said that there are more than 3,000 furniture companies in Dongguan, many of which have both domestic sales and exports. Features. The furniture industry in Dongguan is still in the forefront of the country. Whether it is internal management or employee training, the operation process is quite mature. But the Da Vinci incident gave them a wake-up call. "A lot of detailed things still need to be strengthened."
He believes that Da Vinci furniture has false propaganda, marked irregularities and other issues, to a certain extent violated consumers' right to know. At the same time, Da Vinci's rapid increase in the number of chain stores nationwide has led to increased difficulty in managing internal controls, causing various problems.
Mr. Yu believes that as consumers' eyes become wider and wider, furniture companies need an information management capability. The Da Vinci incident has once again sounded the alarm for Dongguan furniture companies.
He admits that although the personnel training in Dongguan furniture industry has done a good job in the country, the Da Vinci incident shows that there are still shortcomings inside and outside the furniture enterprises, and it is necessary to increase the intensity in the places where problems arise.

Expert opinion

Changfeng brought a bad head. Lin Jiang, director of the Finance and Taxation Department of Lingnan College of Zhongshan University and special researcher of Dongguan Municipal Government, believes that the crux of the whole incident is that Changfeng is still up to the point that there is brand fraud and quality fraud in Da Vinci. Finch provides processing services. "Be aware that Da Vinci is doing something to deceive consumers, and in the principle of letting go, the nature is different. This is a conspiracy to deceive consumers." Lin Jiang believes that this will bring certain consumers The most serious consequence of the negative perception is that the integrity of the entire Dongguan manufacturing industry will be in crisis.
If the Da Vinci incident is not handled well, the negative impact on Dongguan's manufacturing industry is obvious. What has made Lin Jiang always puzzling is that the incident has so far exploded, and the relevant government departments have not responded at all and remain silent. "Our quality inspection department can't be silent. This is not wise." Lin Jiang believes that the government department should speak out and explain to the public whether the Da Vinci incident is a case or a general phenomenon and what the relevant departments have done. How to maximize or restore the confidence of the outside world for the products produced in Dongguan is imminent for Dongguan.
Lin Jiang believes that after the Da Vinci incident, the outside world has become sensitive to foundry companies. "Enterprises without social responsibility can still be smothered before, but it is very difficult now. Information technology is so developed, and it will be delayed sooner or later."

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