Anti-counterfeit prevailing Chinese furniture encounters unprecedented trust crisis

   “ Da Vinci’s 'falling horse’ has pulled down many high-end furniture brands in mainland China.” Compared with the luxury atmosphere of high-end European furniture in the booth, Ge Xiaoneng, head of Guangdong Foshan Yuting Furniture Co. Not "calm".

Since the mainland’s exposure to the Da Vinci furniture fraud incident last year, the Chinese furniture industry has fallen into an unprecedented crisis of trust. The reporter learned in an interview with the 111th Canton Fair in the past few days that the impact of this storm has not yet disappeared.

"Now the Chinese consumers are not only skeptical about high-end furniture, but even overseas customers know Da Vinci's business. I am afraid that the introduction of our products will bring all kinds of troubles." Ge Xiaoneng said with anger, Chinese furniture exports Europe and the United States encountered "trust barriers", "our furniture went to Italy to participate in the exhibition, and was actually considered by the other party to be plagiarism."

“Now the furniture business is getting harder and harder.” Chen Jianchao, a furniture exhibitor from Linhai, Zhejiang, said that some of the furniture companies in China are taking risks and exaggerating publicity. One of the big reasons is that they are in mainland China. In the fierce market competition environment, seek high profits in the industry.

In fact, China's furniture industry, which accounts for nearly 30% of the world furniture trade, is facing difficulties: shrinking demand in overseas markets, increasing barriers in Europe and the United States, and rising labor costs. According to data released by the China Furniture Association, China has exported furniture in 2011. It was 38.82 billion US dollars, an increase of 15.31% year-on-year, and the growth rate has slowed down.

“European and American orders are small, labor costs are rising, and enterprises are facing internal and external problems.” Chen Jianchao smiled bitterly. From the beginning of last year to now, his workers’ wages have risen by about 30%. “Wholesale products exported to Europe will receive FSC certification from next year. It also increases the cost of the business."

The reporter learned that in the face of the credit crisis and the increasingly severe export environment, the “integrity awareness” and “brand awareness” of Chinese furniture companies have increased significantly.

Ge Xiaoneng said that in order to eliminate consumers' doubts, the products sold by the company can be tested by consumers, and the company is willing to pay a loss of ten. In addition, its company is also pushing its own brand, has opened stores in Dubai, and is actively looking for franchisees in Europe.

Compared with other peers, Guangdong Foshan Hexing Furniture, which entered the furniture industry, is “full of sufficiency”. “We use silk fabrics, there are no environmental problems, and all products are designed independently and will not encounter similar fraud problems. Sitting on the sofa of my own production, the person in charge, Miss Yan, is very relaxed.

The reporter saw in his booth that all kinds of European-style high-end furniture were uniquely designed and different from other brands in the exhibition area. What is more conspicuous is that all the exhibits were marked with the words “patented products”. “Only a bold innovation to be a self-owned brand can gain market recognition.” Miss He said that customers from Europe, America, and the Middle East have a strong interest in their products, and the situation exceeds expectations.

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