Shoe Enterprises: Not Arrogant In Front Of Standards

Hangzhou's famous luxury brand Louis Weedon, who faces "standard door", is likely to expand its trust crisis.

A few days ago, some consumers in Nanjing have publicly stated that they hope that Louis Weedon can give them an acceptable view before July 25th, which is the 1st anniversary anniversary of the opening of Louis Weedon's Nanjing special store, otherwise they will organize a "collective rights protection" on this day.

(Oriental guardian July 4th)

In fact, the problem exposed by the incident is far more than the level of consumer rights and interests. It is far more than Louis Weedon's foreign brand needs to reflect on.

After carefully reviewing the origin of the incident, we find that this is not a simple quality event, because it involves a standard problem which is neglected for a long time and its significance is very important, so its social influence is far greater than people think.

In April 18th this year, the relevant departments of Zhejiang province organized the routine inspection of commodity quality in the circulation field, and extracted 3 knapsack sold by a store in Hangzhou, Louis Weedon, and sent it to the national Footwear Quality Inspection Center for testing. The inspection report showed that all the 3 knapsack items required for inspection were missing one part, that is, leather goods such as leather bags must be attached with a leather sample identical to the leather material.

This does not conform to the relevant requirements of the "appearance quality requirement" in the "light industry standard QB/T1333-2004 of People's Republic of China", and is therefore judged to be unqualified.

After the media exposure of the incident, it immediately aroused widespread concern in the community, but the attitude of the public is not consistent.

There is a view that, as long as there is no quality problem in leather goods, its normal use will not be affected. Whether there is a piece of the sample as an annex is of no importance.

An online survey of the incident showed that more than 26% of netizens agreed with the latter view.

It is precisely this kind of attitude that does not matter to the standard or the "making a mountain out of a molehill" attitude of the folk. It makes the event far more important than the event itself, and therefore leads our thinking to a deeper level.

For consumers, a small commodity standard may not have any effect on the value of their purchase. However, this sample is just like the "identity certificate" of a commodity. It is not only the embodiment of commodity integrity, but also the symbol of consumers' right to know. If there is no such standard sample, not only the commodity itself will be defective, but also the interests of consumers will become incomplete.

A more important problem is that the public opinion formed by some consumers based on this negative attitude will have a negative impact on consumers who are actively protecting their rights, and may even cause some adverse effects on the strict enforcement of the government's regulatory authorities.

Some media noticed that Louis Weedon was in communication with the relevant regulatory authorities in China and carried out the "crisis public relations" activities. Meanwhile, a Paris headquarters also set up a working group to study the relevant standards and quality requirements of China.

What information does this reveal?

Before this incident, Louis Weedon did not know enough about the relevant standards of our country, but this is a common disease that foreign brands have shown after entering the Chinese market.

According to this media evaluation, standards represent the interests of a country, but also reflect the dignity of the country. Some multinational companies often neglect their standards because of their arrogance and prejudice against the Chinese market for a long time. They are self righteous and behave in a variety of quality events.

In fact, because the standard problem is not just foreign enterprises, many Chinese enterprises have also encountered similar incidents when they enter the foreign market.

Data show that China's export products are restricted by foreign trade due to standard problems, which can reach US $5 billion per annum. This is a huge figure, which makes more and more Chinese enterprises realize the importance of standards.

Interest and dignity are national affairs. Any country will attach great importance to the issue of standards.

However, China's standard work started late and is still at an initial level, which makes China face some unfavorable situations in the two aspects of import and export.

Consumers do not know enough about the importance of standards and lack of standard knowledge. Multinational corporations do not understand or even ignore the existence of Chinese standards. This also shows that China's standard work needs to be strengthened.

Therefore, how to improve our standard level as soon as possible, achieve the integration with international standards, and win the due benefits and dignity in two domestic and international markets has become an important issue that our government must seriously consider and solve in the future.