Haima Furniture adheres to its commitment of producing healthy home furnishings that are widely loved by consumers. The "Katiluo" bedside table has reasonable formaldehyde emissions, and consumers can use it with peace of mind, avoiding being frightened by rumors! [Words at the End of the Year]: From food safety to furniture safety, from eating to living, Chinese people struggle to find a sense of reassurance. Regardless of low prices, average prices, or even sky-high prices, brands have made mistakes, leading to a decline in quality issues in 2011. This also resulted in an unprecedented loss of trust. Therefore, we decided to comprehensively review the counterfeit events of home products for this year.
A review is not just about airing grievances; because we believe that, with brand awareness increasingly rising and brand competition becoming more intense today, this may still be a chaotic battle in the dark night before the dawn of "Golden Quality, Golden Brand." Perhaps after enduring this, the common people will be safe, and the brands will be genuinely established.
Let's leave this article behind as we jointly observe the progress and regression of the industry in 2012.
The Annual Unbearable Counterfeit Events
NO.1 Da Vinci Home: Unbearable Place of Origin
Da Vinci Home's forgery of its place of origin event deserves to be the undisputed champion in the annual counterfeit events review.
On July 10, 2011, CCTV’s "Weekly Quality Report" aired "Da Vinci’s Pricey Furniture 'Foreign Brand' Identity Accused of Forgery," causing a sensation. Pricey furniture worth hundreds of thousands to millions suddenly lost value, turning the high-end imported furniture's original place of origin dispute into a "major issue" beyond the home field.
This event had enormous "textbook" significance for the entire industry:
1. For a time, the entire high-end imported furniture industry was in turmoil, with no one daring to claim they were "imported furniture." Among them were some innocent ones, but most were "pseudo-foreign brands" and temporarily converted "patriotic goods."
2. Even large enterprises and groups still had numerous problems with crisis public relations. Starting from Pan Zhuangxiuhua, the general manager of Da Vinci Home, who began with a "painful recounting of family history" narrative, responsibility was evaded all along. With irrelevant excuses and delays, such ways of solving problems easily caused aversion. Courage to take responsibility would make consumers respect the enterprise. In this regard, IKEA's product recall action won consumer support and is worthy of reference.
3. "High-end home furnishings" does not mean "peace and prosperity." Big brands do not necessarily mean big factories, and bulk production is definitely not a big brand.
4. Da Vinci Home is not "robbing the rich to help the poor." At least it did not "help the poor." It could only be considered a farcical black comedy.
5. After an incident occurs, there are many "shouters," whether allies or competitors, everyone beats the fallen dog, and it remains lively.
6. Recently, there was news that no one cared about Da Vinci Home's rights protection, and their statements were censored. The media dared not go against the tide, falling into the "Tacitus Trap."
Casual Talk: Italy has a Da Vinci, and China also has a Da Vinci. Da Vinci wants to claim kinship with Italy, hurting customers and itself. Such a game is too powerful.
NO.2 Tai'er Appliances: The Unbearable "American Guy"
As one of the top instant water heater brands domestically, Tai'er Appliances embarked on the path of suspected false advertising, violating corporate integrity. The "American Tai'er Appliances" identity came under question after frequent complaints. Investigations confirmed that its American identity was indeed fabricated, and the company was like an empty shell.
Just as it was aggressively promoting its "American goods" identity for household appliance publicity, its Shenzhen Tai'er Kitchen and Bathroom Appliances Co., Ltd. was already sold in July. This couldn't help but raise doubts about where the agents in Shenyang doing business were from, leaving consumer rights unprotected.
Tai'er Appliances followed the strong current of Da Vinci Home's counterfeiting, standing out in the then silent "imported home product" market environment as a "stronger player." However, being too strong often harms oneself first.
NO.3 Dayishu Flooring: The Unbearable Number One
Dayishu Flooring's advertisement slogan "Exported to America as the First Flooring Brand for Consecutive Years" drew industry ridicule and doubt, suspected of false advertising and inducing consumption.
An authoritative person told reporters, "There is no authoritative institution in our country that can provide such data certification, and there is no way to know any document proving that Dayishu Flooring is the best-selling export to the United States. Dayishu Flooring itself has never published any data to explain its number one status, which constitutes false advertising in brand advertisements, a kind of fake behavior."
It's like elementary school students liking to alter test scores, changing "66" to "99." Such psychology is understandable. But what must be considered is whether such behavior affects people's interests, such as inducing consumer psychology and behavior.
Annual Unbearable Quality Issues
NO.1 Emperor Sanitary Ware: The Unbearable "Foam Guts"
In August, Emperor Sanitary Ware's "Problem Toilet" stirred up quite a commotion within the industry, "Pricey toilets made of foam," which was hard to believe. When merchants denied the product being "foam guts," angry consumers split open the product to verify the "foam toilet," which later escalated to the point that smashing "problem furniture" to show dealers became a method to solve problems.
Regarding this matter, Emperor Company particularly stated: "This is absolutely not a product quality issue, nor a safety issue, and there is no substitution of inferior goods or reduction of materials in violation of national regulations." However, facing overwhelming doubts, Emperor Sanitary Ware neither addressed the problem directly nor provided further explanations, so how could it not make people suspicious.
NO.2 Supor: The Unbearable "Problem Pots"
From the "Quality Gate" to the "Rashomon" debate over old and new standards, Supor was caught in the whirlpool of "problem pots." Some media claimed that this was a spy drama happening in real life involving cookware. The upcoming release of the new national standard for stainless steel cookware by the China Hardware Products Association ended the event. Experts analyzed that the Ministry of Health's "Reply" and the soon-to-be-published new standard were undoubtedly important symbols of the domestic stainless steel utensil inspection standard aligning with international standards.
This war without "standards" finally concluded due to the establishment of a "standard."
NO.3 Left and Right Sofa: The Unbearable "Dealer"
In October this year, the Left and Right Private Store sold "paper-made furniture," and consumers directly split open the purchased furniture in front of the store. During the process of confirming that the furniture was indeed paper-made, it revealed the unwritten rule of dealers "cross-selling" other products in private stores.
The furniture was not produced by Left and Right Private Store but was sold in the Left and Right Private Store, revealing the secret of cross-selling.
This event tells us that brands need to prioritize and remember the management of dealers; otherwise, the brand cannot be protected.
Conclusion: Without breaking rules, there is no establishment.