Chairman of the Furniture Association: International brands first export and then import legally

Three years ago, when Shanghai Da Vinci's flagship store held its 10th anniversary luxury party, it was welcomed by high-end customers.
Furniture Association talks about "Da Vinci" Export and re-import legally, the chairman of the furniture association is excused from Da Vinci: export and re-import can be legally. ■ International brands can have different production sites, as long as the origin is marked. ■ Many experts said It is difficult to recognize, saying that industry associations and regulatory authorities should review and self-review. Recently, Da Vinci’s home fraud incident has been raging. The industrial and commercial departments in Beijing, Shanghai, and Guangzhou are currently investigating various business practices of Da Vinci. Many questions, such as product quality, origin, export and import, tortured "Da Vinci" and foreign brands in China.
Regarding whether the "Da Vinci" incident is a chaos in the Chinese furniture market, or just a case, Zhu Changling, chairman of the China Furniture Association, recently told the Morning Post reporter that "the Da Vinci incident is not universal and cannot be said domestic. The imported furniture sold is fake and true. Everyone’s doubts have common sense problems. In fact, international brands can have different production sites, as long as they indicate the origin. Products are exported from China and then imported into China, as long as they meet the legal requirements. of."
Zhu Changling said that in fact, not only furniture, but now many other commodities are such a path.
“The Da Vinci incident involves three key issues”
Oriental Morning Post: How to evaluate the Da Vinci fraud incident? Is this a common phenomenon in foreign brands in China?
Zhu Changling: The "Da Vinci" fraud incident reflects that there are still some problems in individual enterprises in the industry, but it is not universal. It cannot be said that imported furniture sold in China is fake.
Da Vinci is not a manufacturer but an agent. Everyone’s doubts actually have a common sense problem. Nowadays, many international brands produce products that originate from different parts of the world, as long as they indicate the place of origin. In addition, there are doubts about its "export" and then "import". In fact, not only furniture, but many other commodities are such a path. For example, if a product is exported from Guangdong to Japan, Japanese merchants sell the product to Shanghai and then import it from Shanghai. If the law allows it, it is ok.
This situation is called negative import. Negative imported products, that is, the place of origin in China, shipped out to re-enter the customs, get an international brand identity, in order to sell high prices. But this can not be said to be "original import", should inform the consumer of the origin of the product. For consumers, the origin of furniture products should be identified. Imports may not be good, and domestic production is not bad. At present, the level of Chinese furniture manufacturing can fully reach the level of foreign countries, even higher than the foreign level.
Overall, the Da Vinci incident involves three key issues, one is whether it is produced locally in Italy. Second, there is no problem with the quality of the product. Third, it did not inform consumers of the origin of furniture and deceive consumers.
“The reputation and sales volume of foreign brand furniture is reduced or reduced”
Oriental Morning Post: How much will the “Da Vinci” incident affect foreign brands in China?
Zhu Changling: It will have an impact on foreign brands in China, including credit and sales volume. However, the amount of furniture imports in China is only a small part, not all of which are civilian furniture, but also medical seats. In 2010, China's furniture industry exports reached 33.7 billion US dollars, and imports were only 1.2 billion US dollars. The number of people who buy imported furniture is also relatively small, not for mass consumption, and the price is relatively high. The reasons for this are: the value of the brand; the second is that the cost of foreign labor is much higher than that of the domestic; in addition, there are freight costs, the cost of entering a luxury shopping mall, and so on.
This incident also reminds the regulators that they must take responsibility seriously, so that counterfeit and shoddy products can not enter the market, seriously investigate and deal with the "black sheep" that undermines the industry rules, and do not tolerate exaggeration and create a good consumer environment.
“The furniture industry is facing industrial adjustment and improvement”
Oriental Morning Post: What is the overall status of China's furniture manufacturing industry?
Zhu Changling: At present, there are more than 60,000 furniture manufacturing enterprises in China, with more than 5 million employees. China's largest furniture production base in Guangdong, accounting for one-third of the total domestic furniture output, accounting for about 35% of domestic furniture exports. The second largest production base is Zhejiang, with an output value of approximately 20% and exports accounting for 17%. Other bases are also under construction, but compared with these two places, there are still some gaps, such as Sichuan and other places.
2010 is the year of the overall recovery of the furniture industry after the economic downturn. In 2010, the total industrial output value of enterprises above designated size in China's furniture industry was 448.7 billion yuan, a year-on-year increase of 32%.
China is a big country in furniture production and export. In 2006, the total value of China's furniture exports surpassed Italy for the first time, becoming the world's largest furniture exporter. In 2010, China's furniture exports amounted to 33.7 billion US dollars, accounting for about 30% of the world's total value of furniture imports and exports. Exports to the United States, Europe, Japan and other developed regions and countries accounted for 62% of total exports. It can be seen that in the international market, the share of Chinese furniture is still very high, and its international competitiveness is relatively strong.
Oriental Morning Post: What are the main problems facing the furniture industry in China? How to go in the future?
Zhu Changling: China's furniture industry has experienced rapid development through more than 30 years of reform and opening up. The variety of furniture products and the continuous improvement of quality have basically met the needs of both domestic and international markets.
In the new situation, in order to ensure the sustainable and healthy development of the furniture industry, promote the upgrading of the furniture industry, and develop from production to production services, I will present the “Initiative on Legally Integrity Management” to the whole industry, including "Implement product labeling requirements, require clear price tag, express product materials, and correctly introduce products", and "resolutely oppose illegal activities such as false replenishment, shoddy, false propaganda, and infringement of intellectual property rights."

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