Da Vinci ruined luxury goods
On July 10, 2011, CCTV's "Weekly Quality Report" broadcasted "Da Vinci's high-priced furniture "foreign brand" identity was accused of fraud. CCTV reporter said: After more than half a year of investigation, it was found that a considerable part of the price of Da Vinci's sales was not produced in Italy at all, and the raw materials used were not the valuable wood that Da Vinci claimed. After testing, some of the Da Vinci furniture purchased by consumers were even judged to be unqualified products, and many harmful substances exceeded the standard. The subsequent one-day tour of the bonded area in the bonded area made the Chinese people completely disappointed with the high-end furniture, and the value of high-end furniture and the trust of the furniture industry fell to freezing point. CCTV, which originally claimed to continue to expose more evidence of Da Vinci furniture fraud, did not follow up on the matter.
At the end of 2011, Da Vinci defended himself on the official website and claimed that he was framed by the shackles. However, the majority of netizens did not appreciate it. The online public opinion was one-sided. He believed that Da Vinci first confessed his nose and confessed his mistakes. There must be another hidden feeling. Dramatically, Da Vinci claimed that shortly after being detained, the recordings of Da Vinci’s head, Pan Zhuang Xiuhua, and the Jinghua Times Li Wen’s chat were recorded on the Internet. The recording incident pointed to Da Vinci’s reconciliation with the CCTV’s head and the CCTV. Suspected of bribing the media.
At this point, the Da Vinci incident completely out of the furniture industry, becoming a typical example of the luxury propaganda of the luxury Chinese people talking about after the meal. This not only makes high-end furniture and solid wood furniture the hardest hit by the industry's trust crisis, but also causes the public to have a crisis of trust in the luxury goods of all walks of life.
At the beginning of the Da Vinci incident, people in the industry generally underestimated their lethality. It is generally believed that this incident will be the same as other unqualified incidents of furniture, and will become tomorrow's yellow flowers with the emergence of other hot news. But with Da Vinci's various crisis public relations efforts to save sales, more and more companies are beginning to realize the seriousness of the incident.
The big environment ruined the "domestic blue ocean"
In 2011, it was the freezing period of industry development. The growth of domestic and foreign sales declined at the same time. The phenomenon of the closure of small and medium-sized furniture enterprises was sometimes reported in the newspapers. The closing of brand stores was not uncommon. The dealers dropped their positions and the proportion of losses increased sharply. Exports, Europe and the United States as the export of China's furniture industry
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