On July 10, 2011, CCTV's "Weekly Quality Report" broadcast "Da Vinci's high-priced furniture" foreign brand "identity is accused of fraud", the following is the program record:
Da Vinci Furniture is arguably the most influential high-end furniture brand in China, known for its high price. A single bed can be sold for more than 100,000 yuan, and a sofa can be sold for more than 300,000 yuan. The reason why these furniture can be sold to such a high price, Da Vinci sales staff said that because the furniture they sell is 100% Italian-made "international super brand", and the raw materials used are non-polluting "natural high quality raw material". After more than half a year of investigation, the reporter found that a considerable portion of these high-priced homes sold by Da Vinci were not produced in Italy at all, and the raw materials used were not the valuable solid wood claimed by Da Vinci. After testing and consumption Da Vinci furniture purchased by the customer was even judged as a substandard product.
There are many problems with the furniture purchased by consumers nearly 3 million yuan
Ms. Tang in Beijing spent more than 2.8 million yuan to purchase more than 40 pieces of furniture from the Da Vinci boutique. One set of sofa is worth more than 300,000 yuan, and a single bed costs more than 100,000 yuan. As soon as these expensive furniture entered the house, Ms. Tang discovered the problem. She told reporters that these expensive furniture even exuded a strong pungent smell. And the single bed worth more than 100,000 yuan that she bought, the contract agreed size was 1.5 meters, but the actual bed was only 1.2 meters. When Ms. Tang communicated with the staff of the Da Vinci store, she was told: "The size at home is not the same as the size at abroad."
Ms. Tang told reporters that the reason why she was willing to spend so much money to buy furniture sold by Da Vinci was because the sales staff at the time promised that the furniture they sold was an "international super brand" produced in Italy, and the materials used were not polluted "Natural high-quality raw materials." So how can there be so many problems with such expensive furniture? Although Beijing Da Vinci Furniture Company provided Ms. Tang with a furniture import procedure, Ms. Tang still doubted the Italian identity of the furniture bought from Da Vinci.
Da Vinci store claims that high-priced furniture is indeed made in Italy
According to the official website of Da Vinci, Da Vinci Home Furnishing Co., Ltd. was established in Shanghai in 2000. The founder is the company's general manager Pan Zhuang Xiuhua. After 11 years of development, it has become the largest and highest-grade furniture agent in Asia. The company has repeatedly won the "Most Popular Furniture Brand Award" awarded by Hurun Report. At present, the head office has branches and specialty stores in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Chongqing, Hangzhou, Hong Kong and other places. The agents selling homes include Capri, Jumbo, Hollywood, Armani, Versace, Fendi And Lamborghini and more than 100 brands, these brands are "international super brands" in furniture.
The reporter then went to Beijing's Da Vinci furniture store to investigate. This store is located in the Beijing Friendship Store near Jianguomen. It has four floors and a business area of ​​more than 8,000 square meters. The specialty store is decorated with Spanish, French, German and American styles of furniture, which are splendid and colorful, exuding a sense of luxury and luxury.
Yang Liping, the manager of Beijing Da Vinci Furniture Co., Ltd., told reporters that the main business of their head office, Shanghai Da Vinci Home Furnishing Co., Ltd., is an agent selling original imported furniture and is currently preparing for listing.
On the second floor of the Da Vinci Furniture Store in Beijing, the reporter found the kind of Cabretti furniture that Ms. Tang bought. The price is indeed amazing, a wine cabinet is priced at 170,000 yuan, a TV cabinet is priced at 180,000 yuan, and the sale price of this double bed is as high as more than 300,000 yuan. Zhao Ying, the manager of the Da Vinci store in Beijing, repeatedly assured reporters that 100% of the Cabretti furniture they sell here is made in Italy, and also tells us that the materials used for the beautiful carvings on these furniture are called The precious wood of aspen thorns roots is only available in a remote town in Italy.
After that, the reporter visited Da Vinci furniture stores in Shanghai, Chongqing, Chengdu and Shenzhen. Like Beijing stores, the sales staff of these stores also declared that the materials they used for Cabretti furniture were sold. It is "natural high-quality raw material" and is imported.
In a further investigation and interview, the reporter found that the declaration company of Da Vinci's furniture imports was Shanghai Jiusheng Customs Co., Ltd., and the operating unit was Shanghai Dijie Trading Co., Ltd. The import procedures were complete, and we did not find any flaws at all.
Uncover the mystery of Da Vinci's expensive furniture life experience
The sales staff of the Da Vinci store in Beijing said that all the Cabretti they sell are produced by the Cabuliti company in Cantu, Italy. According to the address provided by the sales staff, the reporter found the Cabretti company in the town of Cantu, Italy. The company official said that they did have a cooperative relationship with Da Vinci, but the carvings on the furniture they produced were not solid wood carvings. , But made of a special resin material.
In previous interviews, the sales staff of Beijing Da Vinci Furniture Company has always claimed that the carved parts of the Cabretti furniture they sell are carved out of a kind of wood that is unique to Italy-aspen thorn roots, which is obviously This is different from what the Italian Cabretti manufacturer said.
With this question, the reporter once again launched a further investigation into Leonardo's life.
After many twists and turns, an industry insider provided us with an important clue: a furniture company in Shenzhen named Golden Phoenix once produced furniture for Da Vinci.
Immediately, the reporter rushed to Shenzhen Golden Phoenix Furniture Company to verify this information. The person in charge of Golden Phoenix Company told us that in 2004 and 2005, Da Vinci did get a lot of furniture from them, but after 2006, Da Vinci no longer cooperates with They cooperated, but went to Dongguan to find a new partner. As for the partner, he never refused to disclose.
According to the person in charge of this company, the furniture sold by Da Vinci may not be 100% made in Italy as they claim. What is the fact? The reporter came to Dongguan to continue the investigation.
Dongguan City, Guangdong Province is an important furniture production base in China, and there are more than 3,000 furniture manufacturing enterprises in the city. In order to find the mysterious manufacturer of furniture for Da Vinci, the reporter spent half a year and conducted field visits to more than 100 furniture factories.
Finally, in the exhibition hall of Dongguan Changfeng Furniture Co., Ltd., the reporter found that there was a bed almost identical to that of the Cabretti double bed in the Da Vinci furniture store in Beijing. Peng Jie, general manager of Changfeng Furniture Co., said this is not surprising, because the Kabritti furniture sold by Da Vinci is produced by their company. In order to confirm his statement, he also showed the reporter Shenzhen Dafen The odd company gave their company an electronic receipt for payment. The person in charge also said that this double bed sold in the Da Vinci store for more than 300,000, they only need about 30,000 yuan.
It turned out that the 100% Italian-made Caprietti furniture was produced by this unknown Changfeng Furniture Co., Ltd. located in Dongguan, Guangdong.
In a further investigation of Changfeng, the reporter found that the raw materials used for the furniture produced by Da Vinci are not Italian precious wood at all, but a high-molecular resin material, large core board and density board. As soon as you walk into the workshop, you can smell the pungent smell of these chemicals. Moreover, when the carved parts of furniture are produced here, they are not hand-carved, but moulded. These are all different from those claimed by Da Vinci staff.
The person in charge of Changfeng Company told us that their production was completely in accordance with the requirements of Da Vinci. In order to confirm his statement, he also showed reporters the email sent by Da Vinci to their company. In the email, the person in charge of Da Vinci clearly asked Changfeng to produce solid wood wherever solid wood can be used, "no solid wood is needed", "no hand-carving", and "inverted mold" can be used.
It is these furniture made of polymer resin materials, large core boards and density boards that have been polished, painted, and dried to hide in the process, and can be transformed into so-called expensive wood processing furniture with falsehood.
Peng Jie, general manager of Changfeng Company, said that they have been producing furniture for Da Vinci since 2006. The furniture produced has increased from one series to the current three series. The brands are Caprietti, Hollywood, and Reva. Now the annual transaction volume with Da Vinci is about 50 million yuan.
Da Vinci's high-priced furniture identity fraud roadmap
In a further in-depth investigation of Changfeng Company, the reporter found that Da Vinci had taken pains to cover up the fact that they bought furniture from Changfeng Company. They specially designed a complete set of processes to keep the transaction process of both parties strictly confidential. The two parties also set up special telephones and faxes, and appointed special personnel to communicate and contact.
At the same time, another detail caught the reporter's attention. According to Da Vinci's "prepayment account" for Changfeng, Da Vinci claimed that it purchased small parts such as cloth boards and racks from Changfeng instead of Furniture. The person in charge of Changfeng Company said that in fact, Da Vinci bought furniture from them, but they did not dare to state on the account, mainly because they were afraid to expose the truth of the domestic manufacturing of the so-called "foreign brand" high-priced furniture they sell.
Peng Jie, general manager of Dongguan Changfeng Furniture Company, told us that after the furniture produced by them was delivered to Da Vinci, Da Vinci exported the furniture from the Shenzhen port to Italy, and then shipped back to Shanghai from Italy. After entering Hong Kong and returning to the country, these furniture have a full set of import procedures, becoming 100% Italian original, "international super-brand" furniture that Da Vinci said.
Not long ago, Ms. Tang sent furniture such as beds and TV cabinets purchased from Da Vinci to the National Furniture and Indoor Environmental Quality Supervision and Inspection Center for testing. Three of the results did not meet national standards. Among them, the material used for TV cabinets was density The board, not solid wood, was determined to be a non-conforming product.
The investigation is now complete. The high-priced furniture sold by Da Vinci is not 100% produced in Italy as they claim, but processed by some furniture companies in Dongguan; the raw materials used are not the roots of the Italian precious wood aspen, but Polymer resin material, large core board and density board.
From Xiang Wu Shi audio to Ou Dian floor, to today's Da Vinci high-priced furniture, counterfeit foreign brands can be described as endless, and there is a growing trend. We often say: one cent for every price. However, the furniture sold by Da Vinci is easily sold to hundreds of thousands or even millions, which is not expensive, but the identity is fake and the quality is not yet qualified. This kind of golden jade and its depraved Da Vinci high-priced furniture give consumers a blow. We can't help but ask, what can consumers believe today when corporate integrity is so lacking?
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