The scandal effect of the Da Vinci incident has caused the "brand awareness" that the Chinese furniture industry has worked hard in recent years to be in an embarrassing situation. Although the Da Vinci fraud has been exposed for several months, the impact of the incident on the entire furniture industry continues. The credibility of the home industry needs to be rebuilt. With the fermentation of the Da Vinci incident, consumers have seen the phenomenon of “three unbelief†that does not believe in the origin, does not believe in imports, and does not believe in solid wood furniture. Furniture merchants have also begun to play the "environmental protection card", and the phenomenon of the environmental protection certification of furniture has become increasingly serious. As the world's largest furniture producer and exporter, China's furniture industry's next development trend attracts attention. The Da Vinci incident continued to be held in the 26th International Famous Furniture (Dongguan) Exhibition in Dongguan, Guangdong. The reporter learned at the exhibition site that a company named “Daffindi†deliberately put itself on the corporate display rack and “ Da Vinci is separated. Yu Xuhui, deputy secretary-general of Dongguan Ming Furniture Club, told reporters that after the Da Vinci incident, companies are paying more and more attention to quality. Many exhibitors at this exhibition have opened their furniture and let customers look at the materials of furniture. After the Da Vinci incident, when the consumer buys, the merchant will take the initiative to tell the customer that it is produced in China and clearly mark the production address of the furniture. The consequences of the furniture industry: encountering the crisis of integrity and chaos "environmental card" "Da Vinci incident" exposure, the furniture industry suffered a collective integrity crisis. Furniture merchants have also begun to play the "environmental protection card", and the phenomenon of the environmental protection certification of furniture has become increasingly serious. The reporter visited several large furniture stores in Shijiazhuang City and found that almost all furniture manufacturers have promised that the furniture produced by the company meets the environmental protection certification standards, and the certification standards are full. The reporter has roughly counted the number of brands in the furniture store, and there are five or six brands in the environmental protection certification. Some are inspected and certified by the production geological inspection department, some are environmental certifications issued by some industry associations, associations, promotion associations, etc., and others are ISO9001 certified. Whether such a wide variety of certifications are authentic, which makes it difficult for many consumers to judge. Consumers: "Three Unbelief" on Solid Wood Furniture Since the "Da Vinci" incident, consumers have expressed the "three unbelief" phenomenon that they do not believe in the origin, do not believe in imports, do not believe in solid wood furniture, and the entire home industry needs to rebuild credibility. . Experts: China's home furnishing industry chaos breeds Ding Zuohong, president of the National Chamber of Commerce and Industry Furniture and Decoration Industry, said that the lack of integrity, order, management, mechanism and other aspects brought about by the rapid development of China's home furnishing industry has caused the chaos in China's home furnishing industry. Like breeding. First, material fraud, such as the use of cheap wood to impersonate mahogany, sapwood as a core material, so that consumers can not prevent; second, the standard is unknown, for example, due to the lack of standardized definition of solid wood home, more and more plate furniture in the paste After a layer of "skin", it also advertised itself as solid wood furniture, causing a large number of consumer disputes; third, foreign brands are difficult to distinguish between authenticity and falseness. Some so-called foreign brands are registered overseas by Chinese companies, or local Chinese distributors and foreign brands. After signing the agency agreement, it will be produced domestically, and then “exported†to the so-called “country of origin†and then “imported†back. How to solve the Chinese furniture industry to strengthen brand awareness Many people in the industry do not swear that the Chinese furniture industry is currently suffering a certain impact, but more people stressed that in this environment, the Chinese furniture industry should pay more attention to "brand awareness", Quality, integrity and creativity to expand the market at home and abroad. Wei Shen, a furniture of the Hong Kong dynasty, believes that Chinese furniture companies are still not successful in building “brands†and are still in the growth stage. China is a big country in furniture manufacturing. Furniture exports account for nearly 30% of the world's furniture trade; but China still has few brands that can compete with "foreign goods." Zhu Changling, chairman of the China Furniture Association, said that the status of furniture in people's lives is rising with the increase of consumption levels. After many families buy new houses, picking furniture has become a top priority, and consumers' awareness of furniture brands is becoming more and more concentrated. At the same time, Chinese furniture enterprises are facing the pressure of increasing production costs. If enterprises want to survive, they must build a brand recognized by consumers and then grasp the market of 'brand consumption'. This is an inevitable market law. Rethinking the "Da Vinci" initiative, the integrity of the home industry organization after the "Da Vinci Incident" exposure for the first time, opened the 2011 China Brand Home Summit Forum in Shanghai to the national furniture decoration industry to provide quality and integrity management initiatives . The forum believes that behind the chaos in the home industry, the blind and crazy development model of the industry cannot escape. For this reason, furniture companies must learn from the profound lessons and reflect on the two major problems. What the home industry is in urgent need of now is an open entry threshold and standard that allows consumers and businesses to be very clear and recognized. Otherwise, companies such as Da Vinci will inevitably have loopholes. Under the background of sustained prosperity, China's home furnishing industry is calling for rational, in-depth and more forward-looking thinking. It is calling for normative competition, honest management, law-abiding and ethical, and jointly safeguarding and abiding the rules of the industry. Otherwise, China's home furnishing The near worries of the industry will not only be the embarrassment of the road.
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