Da Vanci Furnitures Lesson

Da Vanci Furniture Ltd, a retailer of international brands furniture

, is famous for its high price in China. One bed can be sold at the price of more than 100,000Yuan RMB. It is declared that Da Vanci is an Italian international super brand and its furniture is produced in Italy. In addition, DA Vanci furniture Ltd declared that its raw materials are natural materials with high quality and without being polluted.

However, on July 10th, CCTV news reported that Da Vanci furniture was not of a foreign brand and there were quality problems with the companys expensive products. Shanghai Import and Export Inspection and Guarantee Bureau announced that the furniture labeled as made in Italy were actually made in China.

According to the survey, the furniture is made from polymer resinous materials, MDF and Daxinban rather than from the rare woods as the sellers declared. The survey also showed that a large amount of the expensive furniture was produced in China instead of in Italy.

It has been proved that Da Vanci Furniture Ltd bought furniture form Dongguan city and carried them to Italy from Shenzhen Port, and then brought them back to Shanghai. Therefore, the furniture got complete import formalities. Some of the furniture even stayed at the bonded zone in Shanghai for several days and returned back as imported products.

There are three aspects of reasons. First, the company was driven by the profits. With a foreign brand, the furniture can be sold at a much higher price. Second, domestic consumers have a blind favor of foreign brand and they want to show off their wealth by purchasing expensive and even luxurious goods without considering the quality. Third, the related departments neglected their duties and the related regulations were in need of being perfected.

After the scandal, Da Vanci Furniture Ltd suffered the slump in sales and the whole furniture industry was attacked. However, the most serious of all was the loss of consumers trust. Facing so many fake foreign-brand products, consumers become suspicious of the furniture industry. The authorities incompetence also brought consumers a sense of insecurity. Whats more, the scandal also exerted a very bad influence on Chinese economy.

We can learn from this even from the following three aspects. First, businessmen should respect their businesses and customers. They must cherish the trust of the consumers instead of chasing the benefits blindly. They should bear in mind that honesty is the basis of business. Without honesty, the business is doomed to fail. Second, domestic consumers should develop a mature attitude toward consumption. Foreign brand does not necessarily mean good quality and there is no need to show off wealth. Third, inspectors should do their jobs responsibly and provide a clean market for consumers. The authority should try their best to perfect related regulations.

by: alan

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