"Da Vinci" furniture has been exposed to shoddy in recent days, claiming that the furniture originating from abroad is made in China. This incident has aroused widespread concern about the high-end furniture market. The reporter recently visited and found that many furniture merchants in the new district began to stop importing as a propaganda gimmick, and turned to low-key recognition that most of the "imported" furniture was made in China. Furniture store evaded the "import" propaganda reporter visited some large-scale home stores in Binhai New Area and found that although the "Da Vinci" furniture with a fake price and the sky-high price has not been registered in the new district, the "falsification" news obviously affects the furniture in the district. In the market, the furniture stores of most home furnishing stores began to quietly draw a line with the “import†logo. In the Jinxiu Furniture Commercial Building, Xinyang Furniture Commercial Building, Xintiandi Home and other furniture malls, the reporter found that the furniture store's marketing methods for playing the “import propaganda†flag became very cautious. "It is definitely not imported, but it is only cooperating with German companies." The sales staff of the window furniture store of Jinxiu Furniture Commercial City told reporters. The reporter found that although the label of each piece of furniture sold in the store is written as “origin: Dongguanâ€, a large part of the indoor publicity design introduces a foreign brand. Merchants admit that "imported" furniture is mostly made in China. "The machines and plates of our furniture are imported from Italy, but only in Shanghai." The staff of M&D Home Store in Xinyang Furniture Commercial told reporters, "For example, one set is in China. Three or four thousand sofas, Italy's pure imports will be more than ten thousand. In fact, apart from the production workers, there is no difference in the products." In the interview, many businesses have said frankly that most of the furniture on the market is produced domestically. There are almost no imported goods. The sales staff of Jinxiu Furniture Commercial Co., Ltd. said that even if the flag of imported furniture is only registered in foreign countries, it will be sold back to China. "High-end furniture is similar, and it is all about propaganda. The actual situation is the most clear insiders." The sales staff of Sunshine Jiujiu Furniture also said that the possibility of pure imported furniture on the market is almost zero. Consumers' trust in high-end furniture brands decreased. During the visit, the reporter found that although there is no “Da Vinci†furniture for sale in the new district, consumers' trust in imported furniture brands and domestic high-end furniture brands is significantly reduced. "There is such a thing, I really can't believe the import goods easily in the future." Miss Zhang, who is choosing furniture, said. Liu Ayi, who also came to buy furniture, said to reporters: "In fact, domestic furniture is quite good. We also know the specific origins. It is more worrying than buying imported products!" Mr. Zhang, who has been selling domestic brand furniture for many years, suggested that consumers When buying furniture, don't be confused by gorgeous appearance and high-end propaganda. More importantly, check the quality of the furniture. When you buy it, you should let the manufacturer show relevant proof materials to avoid buying fake foreign goods like "Da Vinci" furniture. The chairman of the Furniture Association excused Da Vinci: Exports and re-imports can be reported according to the "Oriental Morning Post". Recently, Da Vinci's home fraud incident has been raging. The industrial and commercial departments in Beijing, Shanghai, and Guangzhou are currently investigating various business practices of Da Vinci. Many questions, such as product quality, origin, export and import, tortured "Da Vinci" and foreign brands in China. Regarding whether the "Da Vinci" incident is a chaos in the Chinese furniture market, or just a case, Zhu Changling, chairman of the China Furniture Association, recently told the Morning Post reporter that "the Da Vinci incident is not universal and cannot be said domestic. The imported furniture sold is fake and true. Everyone’s doubts have common sense problems. In fact, international brands can have different production sites, as long as they indicate the origin. Products are exported from China and then imported into China, as long as they meet the legal requirements. The topic: Uncovering the question of "Da Vinci" is relatively relative to "Da Vinci" first export and re-import, Zhu Changling said, in fact, not only furniture, but now many other commodities are such a path. “The Da Vinci incident involves three key issues†How to evaluate the Da Vinci fraud incident? Is this a common phenomenon in foreign brands in China? Zhu Changling: The "Da Vinci" fraud incident reflects that there are still some problems in individual enterprises in the industry, but it is not universal. It cannot be said that imported furniture sold in China is fake. Da Vinci is not a manufacturer but an agent. Everyone’s doubts actually have a common sense problem. Nowadays, many international brands produce products that originate from different parts of the world, as long as they indicate the place of origin. In addition, there are doubts about its "export" and then "import". In fact, not only furniture, but many other commodities are such a path. For example, if a product is exported from Guangdong to Japan, Japanese merchants sell the product to Shanghai and then import it from Shanghai. If the law allows it, it is ok. This situation is called negative import. Negative imported products, that is, the place of origin in China, shipped out to re-enter the customs, get an international brand identity, in order to sell high prices. But this can not be said to be "original import", should inform the consumer of the origin of the product. For consumers, the origin of furniture products should be identified. Imports may not be good, and domestic production is not bad. At present, the level of Chinese furniture manufacturing can fully reach the level of foreign countries, even higher than the foreign level. Overall, the Da Vinci incident involves three key issues, one is whether it is produced locally in Italy. Second, there is no problem with the quality of the product. Third, it did not inform consumers of the origin of furniture and deceive consumers. “The reputation and sales volume of foreign brand furniture may be reduced.†How much will the “Da Vinci†incident affect foreign brands in China? Zhu Changling: It will have an impact on foreign brands in China, including credit and sales volume. However, the amount of furniture imports in China is only a small part, not all of which are civilian furniture, but also medical seats. In 2010, China's furniture industry exports reached 33.7 billion US dollars, and imports were only 1.2 billion US dollars. The number of people who buy imported furniture is also relatively small, not for mass consumption, and the price is relatively high. The reasons for this are: the value of the brand; the second is that the cost of foreign labor is much higher than that of the domestic; in addition, there are freight costs, the cost of entering a luxury shopping mall, and so on. This incident also reminds the regulators that they must take responsibility seriously, so that counterfeit and shoddy products can not enter the market, seriously investigate and deal with the "black sheep" that undermines the industry rules, and do not tolerate exaggeration and create a good consumer environment. “The furniture industry is facing industrial adjustment and improvement†What is the overall status of China's furniture manufacturing industry? Zhu Changling: At present, there are more than 60,000 furniture manufacturing enterprises in China, with more than 5 million employees. China's largest furniture production base in Guangdong, accounting for one-third of the total domestic furniture output, accounting for about 35% of domestic furniture exports. The second largest production base is Zhejiang, with an output value of approximately 20% and exports accounting for 17%. Other bases are also under construction, but compared with these two places, there are still some gaps, such as Sichuan and other places. 2010 is the year of the overall recovery of the furniture industry after the economic downturn. In 2010, the total industrial output value of enterprises above designated size in China's furniture industry was 448.7 billion yuan, a year-on-year increase of 32%. China is a big country in furniture production and export. In 2006, the total value of China's furniture exports surpassed Italy for the first time, becoming the world's largest furniture exporter. In 2010, China's furniture exports amounted to 33.7 billion US dollars, accounting for about 30% of the world's total value of furniture imports and exports. Exports to the United States, Europe, Japan and other developed regions and countries accounted for 62% of total exports. It can be seen that in the international market, the share of Chinese furniture is still very high, and its international competitiveness is relatively strong. What are the main problems facing the furniture industry in China? How to go in the future? Zhu Changling: China's furniture industry has experienced rapid development through more than 30 years of reform and opening up. The variety of furniture products and the continuous improvement of quality have basically met the needs of both domestic and international markets. In the new situation, in order to ensure the sustainable and healthy development of the furniture industry, promote the upgrading of the furniture industry, and develop from production to production services, I will present the “Initiative on Legally Integrity Management†to the whole industry, including "Implement product labeling requirements, require clear price tag, express product materials, and correctly introduce products", and "resolutely oppose illegal activities such as false replenishment, shoddy, false propaganda, and infringement of intellectual property rights." During the "Twelfth Five-Year Plan" period, for the furniture industry, the industry is facing industrial adjustment and industrial upgrading. It is also a time for us to move from a big producing country to a big exporting country to a strong production country and a strong exporting country. At present, the furniture industry faces a lot of difficulties. First, labor shortages and rising labor costs. Second, there are some relatively backward situations in management, and labor productivity is not high enough. Third, due to inflation, various costs rise. Such as raw materials, freight, energy, etc.; Fourth, furniture sales and sales are growing too fast, and some stores are low-level construction. It is estimated that during the “Twelfth Five-Year Plan†period, domestic furniture production will increase by 15% and exports will increase by 12%. Although all aspects of the furniture industry are already in place, there is still a gap in management, branding, and marketing. Product quality needs to be improved, and product added value needs to be improved.
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