Regardless of who is true and who is wrong, who is right and who is wrong, this gentleman's question is indeed worth pondering. The focus of the heated public opinion is not the quality of Da Vinci furniture, but the false identity of Da Vinci's "foreign furniture". Think carefully, whether to buy furniture for comfort, health, or vanity, luxury?
Foreign brands are superstitious
Zero Point has conducted a survey on "Chinese citizens' consumption choice patterns for domestic and foreign goods". The survey results show that 87.8% of consumers choose foreign goods because they trust their quality. In the eyes of the vast majority of Chinese people, the foreign brand represents "quality" and "safety." This advocacy of the "foreign brand" reflects the consumer's distrust of domestic products and businesses to a certain extent.
Is this really true? There is a set of data for reference: in 2010, China ’s furniture exports were US $ 32.99 billion, a year-on-year increase of 30.3%, and the total exports accounted for a quarter of the world. The upward trend is still strong, while Italy, Canada, the United States and other major furniture countries all have export values. Downtrend. In fact, as early as 2008, China's furniture exports surpassed Italy, the "furniture export kingdom", and became the world's number one. The US "Wall Street Journal" once reported that the quality of Chinese-made furniture has improved significantly in recent years and is quite popular in the US market. The Chinese furniture that is so popular in the international market is not optimistic in the domestic market, and the Chinese furniture that has been well received by foreign consumers has been sighed by the "self family".
And the "foreign brand" is not a myth that is not dusty, such as SK-â…¡ (cosmetics brand), CHANEL (clothing brand), SONY (camera brand), TOYOTA (automotive brand), etc. have been detected with quality problems. In this way, the quality of the product does not depend on nationality. Previously, the recognition that "foreign brand" represented "high quality" was only a one-sided understanding.
Face consumption only depends on price
Italy's "24 Hours Sun" commented on the Da Vinci furniture incident: "Da Vinci sold a large number of extremely low-quality products at high prices, using the psychology of Chinese consumers blindly pursuing Italian luxury goods." Even more ironically, those furniture that are really imported from Italy are not as expensive as Da Vinci furniture.
In an interview with reporters, Hou Jing, an expert in social psychology at Beijing Normal University, said: Some consumers in China do have a misplaced consumption mentality of "choosing only the expensive ones, not the right ones." On the one hand, this consumption pattern comes from the improvement of the Chinese consumption level and consumption desire; on the other hand, according to Baudrillard's symbolic consumption theory, this kind of "buy expensive but not buy" consumption behavior is actually a kind of Symbol consumption. Consumers spend hundreds of thousands of yuan and millions of dollars to buy furniture, not for practical use, but for face, and regard high-priced consumer products as a symbol of status and class.
Hou Jing believes that the consumption mentality of "financing one by one" based on price but not quality reflects the immaturity of Chinese consumers' consumption psychology. Behind the mentality of admiring "famous brand" and "high price" is the lack of rational consumption and the misalignment of values, which is a manifestation of vanity and blindness. This is also a psychological hotbed for fake foreign brands to prevail.
Market confidence needs to be restored
As the saying goes, "Quality is the first life of an enterprise". In fact, "Made in China" already has a world-class level in production, but it has not reached the reputation of "foreign brand". Chinese brands want to win back the market, not only need to reasonably guide consumers to rational consumption, but also must pay attention to their brand building and corporate image building, to achieve both internal and external cultivation.
During the interview, the reporter learned that Da Vinci and Eurocode flooring are actually using domestic mature technology and equipment to do OEM production for their own brands. When the reporter visited Da Vinci's business outlets, a customer said that it was not exactly "Chongyangmeiwai", but that there was a lack of influential and well-known brands in the country, so when choosing products, consumers were more Tend to choose big foreign brands.
Yan Hui, a professor at Beijing Normal University, believes: "A successful brand needs to be well-known and well-known. These two points are the foundation of an enterprise's survival and require decades and centuries of accumulation and precipitation." Perhaps it is too much With immediate success, some Chinese companies are lacking in obtaining future premiums through brand building. If domestic enterprises want to win back to the market, they need to make more fuss about brand building, so that Chinese people can restore their self-confidence and recognition of "own brands".
Throughout the development of China's furniture industry, the Da Vinci incident is no accident. The reason why it can be produced and maintained is behind its "environment" and "soil" suitable for survival. From this perspective, the Da Vinci incident may only be the tip of the iceberg. More furniture information is at http://news.gojiaju.com/ Welcome to provide news interview clue ads / news hotline to 8004
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