Who Does "Fake Foreign Brand" Flicker?

Da Vinci's "garbled"

Since Da Vinci furniture was suspected of "identity fraud" was exposed, the incident and the truth began to be unveiled.

The main concern of consumers is first of all. Vinci There is a "counterfeiting of blood" in furniture: in July 10th CCTV's weekly quality report revealed that Da Vinci was not the agent of Italy's famous furniture brand "perchno flo" in China. Da Vinci's response is that the consumer products purchased by Da Vinci in Italy are 100% Italy origin and imported into China. Da Vinci's agent, "the city of Italy," is also made in China and imported to China. However, it is not clear whether there is any counterfeit situation in the Chinese market. It is certain that only Da Vinci can get the "genuine cloth" furniture.

After that, some media revealed that a considerable part of Da Vinci's products were not produced in Italy, but Guangdong Dongguan Changfeng Furniture Co., Ltd., for the production of Italian furniture, using Italy brand trademarks such as "Capri ti" and "tile", and supplied to Da Vinci. The furniture was shipped from China to Italy and shipped back to Italy from China. Top brands Furniture. But Da Vinci claims that he has never sold any household products marked by Italy brand, produced by Changfeng company or any other Chinese company.

Shanghai industrial and commercial bureau also announced recently that the quality of sampling inspection of Da Vinci furniture is not qualified, and it has initially identified that the company has three major problems: false propaganda, partial product disqualification, and most products do not label producing areas and materials. In this regard, Da Vinci company spokesman Huang Zhixin pointed out that the EU and China may have different furniture standards. Da Vinci is asking the manufacturers to enter the country according to Chinese standards.

Then, the Shanghai entry exit inspection and Quarantine Bureau's inspection management division also admitted that Da Vinci did have a group of furniture in the bonded area "one day tour", that is, first shipped to the bonded logistics park, and then shipped from the inside to the warehouse in Shanghai.

Da Vinci declared that it was agent The "Thomas" American furniture does exist in parts of China's products and is imported into China through the Shanghai Free Trade Zone, but the production and import and export mode only involves some of the American furniture sold by Da Vinci.

According to Shanghai customs statistics, in the first half of 2011, the total value of all furniture imported from the United States by Da Vinci accounted for 13% of the total value of furniture imported by Da Vinci, of which 3.5% of the total value of furniture originate from China. Although the trading mode of the bonded area has not violated China's laws, Da Vinci should not merely label global purchases without disclosing the origin information of the furniture intact to consumers.

　 Foreign brands are now in trust crisis.

In fact, it is not a case for Da Vinci furniture to wear the "Mask" of foreign brands to deceive consumers. In recent years, such "farce" has been staged again and again in China. For example, the "Italy" "costume", which is known to originate in the mainland of China, has a genuine Chinese lineage. The "European Code floor" originating from Germany is actually located in Tongzhou, Beijing.

Some netizens asked questions, "how many famous enterprises are doing such games? How many consumers are being fooled by the" well-known enterprises? "Insiders pointed out that the" Da Vinci "phenomenon is actually the most common in the two fields of clothing and household.

In a number of large shopping malls, the reporter found that 8 of the clothing brand names were full of flavor, some were translated directly into English in Chinese, and some were in English for a long time without knowing how to spell them. Among them, the middle and top grade brand area claims to be the largest in Britain, France and Italy, but the labels are everywhere, but the origin is in China. These costumes are expensive. A common shirt sells for thousands of yuan.

A clothing dealer revealed that many foreign brands are actually run by domestic clothing enterprises, and their production and marketing channels are entirely domestic. "It is no longer a secret to go abroad to register a brand, or to buy a brand registered abroad, but consumers do not understand it."

Insiders pointed out that fake foreign brands "farce" also has part of the responsibility of consumers. In the phenomenon of loading foreign goods, some people believe that the quality of foreign brands is guaranteed. "Japanese production", "British production", "American production", "German production", "French production" and so on, are all better than "China's production". It is for this reason that domestic brands have launched the idea of "foreign brands".

Kong Qingdong, Professor of Chinese Department of Peking University, believes that the reason why foreign brands are sought after is not related to the poor quality of domestic products. Over time, it has hurt consumers' confidence in local brands and made a bad impression on the latter. They even think that foreign products will be better than domestic products.

For example, before the melamine incident, the market share of state owned brand milk powder was 60%. In 2010, imported milk powder has been evenly matched with domestic milk powder. This year, the market share of foreign brands has exceeded 55%. Now, the price of infant formula has been completely controlled by the international market, and the price of foreign milk powder has been priced. Against this background, some domestic brands of milk powder have no strength to compete with foreign milk powder and can only pack themselves into "fake foreign devils".

The Da Vinci incident confirms the psychology of consumers. The fake products from domestic enterprises, even though they have posted top brands, are not even qualified. Perhaps, if it is not for obvious quality problems, the hoax will continue. {page_break}

　　 Soft spots in supervision

It is understood that Italy and other European countries are very strict in the regulation of origin. Even the top luxury brands such as GUCCI and LV are manufactured by Dongguan foundries and sold in European markets such as Italy. It is also clearly marked "MADEINCHINA".

On the contrary, there are many imported brands in China. There are various ways to enter the Chinese market by various brands, such as opening up exclusive stores, independent stores, authorized agents and so on. Only a small number of agents are willing to sign agency agreements with foreign manufacturers, and it is not easy to obtain the agency rights of imported brands legally through regular channels.

Insiders said that under the current global economic integration, processing trade and OEM production have become the norm of international trade and manufacturing. In order to reduce the cost of production and circulation, it is understandable that the whole process of production must be open and transparent. There are two things that can be provided in real imported furniture. One is the proof of origin of products that prove the origin of the product or change the nature of production in a country. Two is a standardized and marked price tag.

As a result, experts pointed out that "fake foreign brands", though some businessmen used immoral or illegal deception means for profiteering profits, revealed that there are still many loopholes in China's regulatory system. Furniture imports must pass through the gateway of industry and commerce, quality inspection and customs. In fact, due to the involvement of imported furniture supervision in various departments and the implementation of piecewise supervision by each department, there will be a phenomenon of self regulatory departments.

The legal profession has also pointed out that the fundamental reason for the spread of fake foreign goods is that the legal mechanism of market supervision and illegal punishment is flawed. For example, the consumer rights and interests protection act and so on are punished or ambiguous, or lighter, or even not punished.

People in charge of Quality Supervision Bureau also said that for those enterprises that are not honest, the qualified products are not produced but produced, and enterprises that do not produce according to law or do business according to law shall be severely punished. At the same time, a series of laws and regulations for social credit system should be formulated as soon as possible, including regulating credit management regulations, regulating commercial credit and consumer credit behavior regulations. Establish and open the credit information database, grasp the credit data of enterprises and individuals, and let the whole society stick to integrity and fear of dishonesty.

　　 Looking forward to the brand of domestic products

Back to the Da Vinci incident. The root of Da Vinci's outrage is not only the poor quality, but the "Butterfly Effect" caused by his fraud. Tong Zhaoxiang, director of Information Consulting Department of Shanghai Furniture Industry Association, admitted that to a certain extent, the high-end furniture market has been greatly affected, which has caused huge trust crisis in the whole industry. But we can not deny all foreign furniture brands because of the problem of a foreign furniture brand. Volkswagen Langyi is not part of Germany. Buick Excelle is just the apple of Shanghai's general motors. There is no such thing as American general motors. It is obvious that whether or not to have an international lineage is not important. Whether or not to comply with the bottom line of business ethics and whether goods are genuine or not is the fundamental reason for the long-term development of enterprises.

What's more, we need to point out that although China's furniture exports account for nearly three of the world's furniture trade as a big furniture manufacturer, our country can't get a well-known brand to compete with foreign brands. Behind Da Vinci's furniture, China's high-end market is the loss of domestic furniture brands.

Tong Zhaoxiang pointed out that the Da Vinci incident is a manifestation of the immature market. Although the "foreign brand" has suffered some trust crisis, its position in the minds of consumers is still hard to shake. The potential of the high-end furniture market is still very large. How to do well in brand management and no longer do OEM dressing for foreign brands is the fundamental way for enterprises to respond to market changes.

However, some experts believe that most local governments regard developing GDP as the primary goal and strive to attract foreign investment, giving preferential treatment to foreign investment. In doing so, China has been able to develop export oriented labor-intensive industries on the one hand, but on the other hand, it has made Chinese enterprises unable to compete with foreign brands holding international brands.

Global market group CEO Lingfeng believes that at present, Chinese enterprises alone do not have enough funds to build brands overseas, and lack of relevant talents and experience. It is difficult to establish individual brands. If we can combine a group of excellent Chinese manufacturers to create high quality and "high quality" brands that represent the quality of "made in China", which can make the international consumers trust, and do a good job in the "public relations" work of this group brand, it will be much easier for an enterprise to start its own brand.

Insiders pointed out that brand is not something that can be accomplished overnight, but its growth takes time. Because China's brand started several decades or even hundreds of years later than foreign brands, on the one hand, there is no history of enterprise that boasts enough. On the other hand, it is still in the exploratory stage of brand building, and there is not enough means to show the power of Chinese traditional culture. Therefore, it often does not appear to be strong in front of foreign brands. However, in the current fierce competition in the international market, the state-owned independent brands are faced with problems such as shortage of talent, lack of management and poor reputation. In order to overcome the problems of credit and quality, they can also take up new challenges.