The exposure of Da Vinci's "fake door" incident has caused considerable waves in the imported furniture market. While resolutely disclosing the relationship with "Da Vinci", many imported furniture brands made it clear that all of their products have formal certificates of origin and related certificates. Today, the brand building of imported furniture has once again become the foundation of the enterprise, and the market is still looking forward to rational consumers who do not blindly follow suit.
A vigorous Da Vinci furniture "fake door" incident, from being concealed by CCTV exposure in early July, to the crying of the spokesperson at the press conference, to consumer questioning and rights protection, until now, almost In a month, the building of imported furniture high-end brands built by Da Vinci Furniture for decades has collapsed.
In the dilapidated walls, not only the Da Vinci brand collapsed, but also the credit of imported furniture in the minds of consumers. Is the "Da Vinci" incident just an example or an unspoken industry rule? Is this "catastrophe" of imported furniture "Sai Weng loses his horse, he knows nothing?"
Don't want to be the second "Da Vinci"
Whether in a single store of imported furniture or the storefront of the store, when the reporter tried to talk about "Da Vinci", "We are not 'Da Vinci'" was the unanimous reply of all the staff. Behind the reply was anxiety to clarify the relationship with "Da Vinci".
When the reporter visited 23 individual furniture stores or store stores that imported furniture, the clerk's remarks were cautious and rational when introducing products. In the famous "freehand space", the shop staff clearly stated that all of their products have a formal certificate of origin and related certificates. If consumers need it, they can present it at any time. In an imported children's furniture store, the clerk pointed to a baby chair and a baby cot, indicating that these two products were imported from the original, and other products were imported from abroad and painted in the country for the last time. At the same store, their salesperson resigned as "all original imports" when introducing their products to reporters six months ago. This is the effect of "Da Vinci", because no one wants to be the second "Da Vinci", so pragmatic has become a must.
Reduced sales
An agent spit out helpless words. “From the store ’s feedback, there were fewer consumers who originally placed orders when they were fancy, and the majority of people inquired about product status. More people came to the store with a look and talk attitude, our Sales have decreased to a certain extent compared to June. "
Corresponding to the agent ’s words: According to statistics from relevant departments, the sales of high-end imported furniture in the entire Beijing market dropped by nearly half year-on-year. Of course, the vitality of imported furniture is far from being so fragile. The decrease in sales volume after the "Da Vinci" incident is a market reaction and a great time for companies to examine themselves. After all, swimmers can swim ashore, and those struggling have only two results, either learn to swim or choose to drown.
The "Da Vinci" incident sounded the alarm for the supervision of the store. After a "Da Vinci" incident occurred in a large home furnishing store in Beijing, all merchants involved in the overall import of furniture or raw materials must re-provide the complete import-related formalities and submit them to the relevant department of the store for backup. In Nancheng, Beijing, the "Imported Furniture Pavilion" of a large home furnishing store also quietly changed its face to "International Furniture Pavilion". During the reporter's visit, except for a few imported furniture stores that refused to interview, most imported furniture stores guaranteed that they could produce relevant procedures and certificates for furniture import for inspection. Previously, these procedures were only shown when requested by consumers.
The market calls for rational consumption
In many cases, consumers are always the last party to know the truth, and so is the "Da Vinci" incident. Despite this, consumers who have experienced the "Da Vinci" incident still choose rationality.
Generally speaking, consumers of imported furniture have stronger economic strength, more knowledge of imported brands, and often have the experience of secondary decoration or even multiple decoration. This part of the population has relatively high loyalty to the brand, and there is little "follow-up" consumption. Therefore, among the several consumers interviewed by the reporter, except for one who indicated that he might abandon the import of imported brands, the others expressed their choice to continue to believe in imported brands.
At the same time, consumers have also chosen rational identification. A consumer said that he will only choose the recognized brand, he has also learned the background and strength of the brand from the Internet and other related channels. Another consumer said that he recognized the design and texture of imported brands.
From this point of view, the imported brands that collapsed in the "Da Vinci" incident are more concentrated on some unknown or lack of innovation, while the real imported and powerful imported brands are in the big waves Real gold. The "Da Vinci" incident is a game between the enterprise and the market and consumers. "Da Vinci" lost. The "Da Vinci" incident hit "pseudo-imported" furniture. What woke up was a re-examination of corporate credit in the entire imported furniture market.
Fortunately, through this incident, the brand construction of imported furniture has been valued by enterprises. "Standing with sincerity and meticulous craftsmanship" may be the rainbow that consumers hope to see after the "Da Vinci" storm.
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