The crisis of trust hits domestic furniture and is busy clearing "overseas relations"

The Da Vinci furniture fraud incident has not yet subsided, but its subsequent influence has become increasingly prominent, and the overall high-end furniture industry is facing a severe crisis of trust. Many foreign brands with similar target markets to Da Vinci have seen their orders plummet and sales stagnated. Experts believe that to rebuild consumer trust in high-end furniture, companies and government regulators have a long way to go. Foreign brand orders were implicated. After Da Vinci was exposed, except for some customers who are very familiar with our brand, almost all customers who are ready to sign the order will stop placing orders.” Zhou Yufeng, general manager of the French Rochburg Group China, worried about the reporter. Say. According to reports, the French Rochburg home was born in 1896, entered the Chinese market in 2004. Although it has a pure imported "blood", but because it is similar to Da Vinci in the "foreign skin", a double bed in China is priced from tens of thousands to more than 100,000 yuan, the price is the same It is not cheap, and it bears the brunt of the company. Zhou Yufeng said that after the Da Vinci incident, many consumers questioned Roachburg on the Internet; some customers who had already placed orders also suspended payment... The reporter visited NATUZZI from Italy, Calia from Australia and other furniture. Brand stores, sales staff said that in the near future, many consumers are required to check the certificate of origin or other materials to ensure that the product "blood", sales are also affected to varying degrees. Unlike foreign brands that are busy and vocal, many of the furniture that used to be called “foreign brands” have clarified their taste and began to claim their “domestic bloodline”. When the reporter visited some home stores in Shanghai, they found that some brands with a very "foreign" brand were more cautious about their origins. Many stores marked the brand "from the United States", "from France" and "Italian design". All the words on the label of their products are marked "Beijing origin". In a high-end furniture store in Yishan Road, the salesperson pointed to a bedside table and told reporters that “it is not Italian origin, the price of the original product must be doubled.” The domestic level is almost the same as the international one. “It can be said that this thing has already been Caused a huge crisis of trust in the entire industry." Zhou Yufeng said. Tong Zhaoxiang, director of the Information Consulting Department of the Shanghai Furniture Industry Association, also admitted to the reporter that although this matter has little impact on the popular consumer market such as Metro and IKEA, it has a great impact on the high-end furniture market. Zhu Changling, chairman of the China Furniture Association, said that in fact, such a thing is not a common phenomenon in the industry. At present, the manufacturing level of Chinese domestic furniture is almost the same as the international level. "We now estimate the output value of the whole industry is about 870 billion yuan. There are more than 60,000 furniture enterprises in China, which are exported to more than 200 countries in the world. Last year, furniture exports exceeded 30 billion US dollars, and the furniture exported to all parts of the country can meet local standards. At present, there is no problem of returning goods due to large-scale quality problems." Tong Zhaoxiang said that the Da Vinci incident indicates that there are loopholes in the supervision of all parties. Rebuilding the confidence system requires joint efforts. Experts say that the reconstruction of the confidence system cannot be achieved overnight. This incident should be a mirror of the introspection of the entire furniture industry, as well as a learning opportunity for consumers to identify imported brands and enhance their rights awareness and skills. In fact, it is not difficult to identify whether a product is imported or not, and consumers need to make rational judgments. They cannot allow blind psychological worship and "lost eyes" in front of imported brands. Experts said that the reconstruction of the confidence system requires the joint efforts of the three parties to make the market develop healthily. First, the government's relevant regulatory laws and policies have been improved, as well as the development and expansion of industry-authorized certification bodies to enhance their influence and execution. Second, the furniture manufacturers are self-disciplined, obey the law, and are responsible to the society and consumers, strengthen the management of dealers, and avoid short-term behavior. Third, consumers should strengthen their awareness of self-protection, correct consumer psychology, and have an objective understanding of related products. Do not blindly consume.

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