"Face consumption" allowed Da Vinci to take the opportunity to admit that the propaganda was inaccurate, to apologize to consumers, and to open a special line for return. Since the exposure, Da Vinci has been angering people's hearts despite the constant publicity of brand crisis. Da Vinci gave a vivid lesson to the furniture business, which caused people to deeply reflect and discuss: Who is the invisible pusher behind the Da Vinci incident?
"Consumers blindly worship luxury goods, only buy expensive and do not buy the right products, so that Da Vinci has the space to drill, easily use fake imported furniture to fool consumers and gain huge profits." July 22 At the forum of the "Luxury of China's Home Furnishing Industry" held by the National Federation of Industry and Commerce Furniture and Decoration Industry Association, Lamona, the founder of DOMONATVRE home brand, summarized the root cause of the Da Vinci incident.
In the consumption of luxury goods, many consumers in China have a misunderstanding that the price of luxury goods is equal to the identity. The higher the price, the more honorable the buyer is. With the words of the July furniture furniture director in July, "luxury goods are a kind of face goods in China, far from being enjoyed by themselves like foreign countries." He pointed out that people who buy Da Vinci furniture basically put it at home for others to see, not to buy it for themselves, even if Da Vinci has something to do, there will not be too many customers asking for a refund. Imagine who would say that I bought a fake? This is a typical case of Chinese face culture.
Consumers buy Da Vinci and other so-called luxury goods, pay more attention to the "face" brought by the price, but do not pay attention to the use value. Lei Ben, general manager of Anjieshi Technology Co., Ltd., who specializes in smart home, also feels the same. He lived in Belgium and sat on a table made in 1815 with a 200-year-old fork, which is hard to imagine in China. â€œIn China, if the price is as luxurious as the Da Vinci furniture, the fork and the table will definitely be served, not to mention it in everyday life.â€
He also believes that in terms of luxury consumption, Chinese consumers' understanding and consumption trends are different from those in foreign countries. Most Chinese consumers consume according to price and popularity, and lack of attention to knowledge about product design and use functions. It has created a living space for Da Vinci's origins and false high prices.
Luxury goods lack a growing environment in China. In China, whether it is in the home industry or other commercial fields, there is no shortage of luxury brands, but these brands are all foreign brands, just as Da Vinci claims to sell top foreign brands. Similarly, there are almost no luxury brands that were born in China. From the perspective of consumers, this is related to its "love face" and the likes of worshipping foreigners. From a business perspective, this has nothing to do with China's lack of luxury living environment.
â€œThe most essential thing about luxury goods is the designer's work. For home furnishing companies, the status of the designer should be as important as the status of the director in the film. Foreign luxury brands are proud of the designer's maverick. Most of China's enterprises start from capital and rank on the basis of capital strength, ignoring the role of designers.â€ Zhou Qiyue pointed out that the status of Chinese designers is far less important than product prices and marketing. Without the support of designers, China wants There are real luxury brands that have a long way to go.
Local home furnishing companies do not pay attention to designers, making consumers more blindly worship the so-called foreign designers and designers. â€œLooking back at the current environment of China's luxury goods market, consumers have moved from the original to the rich to rational consumption, and began to pay attention to its design value when buying products, but only believe in foreign designers.â€ Wang Lichun, a famous home designer Looking at the creativity of foreign designers, Chinese local designers can't do it. It's hard to turn a design into a real product. It's not easy to find a suitable factory, but the opposite is true in foreign countries. â€œThe living soil of Chinese local designers is not so ideal. To be a good luxury or luxury brand, there is a certain distance from abroad.â€
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