Da Vinci’s fake turmoil has just come to an end, and the Italian furniture brand, which is well-known for its design, has fallen into a “pseudo-brand†crisis around “3·15â€. In the three batches of 30 “pseudo-Italian brands†submitted to the China State Intellectual Property Office by the Beijing Office of the Italian Foreign Trade Commission, the home industry includes Sabo SABO kitchenware, JAJEMON Jiajiameng, Isaiah ISAIAH and many other brands. They are all registered in China, take a foreign name, and do not exist in Italy as a "pseudo-brand". The reporter's investigation found that consumers' esteem for Italian products and lack of brand recognition have made "pseudo-brand" a popular space. The “pseudo-Italian brand†has found that the “pseudo-Italian†brand is very popular in China, due to the cross-oceanism of Italian foreign offices. In July 2010, the Italian Foreign Trade Commission set up an intellectual property office in Beijing. After a year of investigation and investigation, it was found that there were 60 “pseudo-Italian brands†in the Chinese market that were claimed to be from Italy, from 2011. Since the beginning of the first half of the year, the agency has submitted three batches of 30 “pseudo-Italian brands†to the State Intellectual Property Office of China, including the above-mentioned home brands that have been exposed. Saab SABO kitchenware, the product certificate printed with "Italian SABO Saab Life Kitchenware Co., Ltd.", "SABO Saab (China) Living Kitchenware Co., Ltd." and other words, after investigation by the Italian Foreign Trade Commission, found in China and Italy trademark inquiries There is no “Sabo†trademark registration record for the production of kitchen utensils in the system. The Chinese company mentioned in the propaganda is just a self-employed person named “Chaozhou Fengbo District Saab Kitchenware Gift Distribution Departmentâ€. The address is displayed as “Chaozhou, Guangdong Provinceâ€. Block 304, Golden Autumn City, No. 482, Fengchun Road, Beijing. A company like Saab SABO Kitchenware that makes itself imaginary of Italian blood is not a case. JAJEMON Jiajia Dream Home Textiles, public information shows that the "JAJEMON Jiajia Meng" trademark is registered in China, and its company is located in Room 5014, No. 2 Buoz Road, Florence, Italy. After investigation by the Italian Foreign Trade Commission, the address was Does not exist, the brand's real operator is Shanghai Jiali Bedding Co., Ltd.; Isaiah ISAIAH, under the banner of "Italy", the main mattress product, the concept of "health" is a smash hit, the Italian Foreign Trade Commission survey It shows that it is actually a company that started in Taiwan and has a production site in Dongguan, Guangdong. "When introducing the product, it is claimed to be produced in Italy, or in the product advertisement book, it is written in a certain place in Italy in a certain year, or use the Italian name, place name or even the national flag to make the product name. We often find it in the market. There are many Chinese local brands with 'Italian' outerwear.†On March 20th, the Italian Foreign Trade Commission’s Beijing office told reporters that the practices of these companies were suspected of false propaganda and were untrustworthy business practices. Who is promoting the "pseudo-brand" is really authentic domestically produced goods, but it is necessary to pull the relationship with Italy hard. This kind of "pseudo-Italian" brand is not uncommon in the market, and the "pioneer" in the gutter is not a minority. Such as Da Vinci home. At the 29th Guangzhou Furniture Fair just held, a Chinese furniture brand named “Peacock King†was found on the spot by TRECI Terry’s third-generation head StefanoCecchini because of the discovery of the Italian brand TRECI Terry’s design. Reprimanded and defended the rights, and finally had to withdraw the plagiarism products from the booth. Knowing that it is impossible to do it, who is contributing to the "pseudo-brand"? In this regard, agents such as Altamoda Italia, Antologiaby Boffi & Passpartour, Decoras Asnaghi Interrios and many other European brands, and the director of the luxury home brand marketing department of the Italian Chamber of Commerce, Qi Qi, believes that this is related to China's unique conspicuous consumption psychology. Many consumers in China pay more attention to the price of goods when shopping, and show off their wealth and social status by price. The inexpensive furniture does not buy, and the name does not sound like it does not look good. Acting Italian brand MANTELLASSI, Wang Lanyu, general manager of ultra-comfort international home with the largest sales brand in the United States, Ashley and high-end furniture representative brand Stanley, believes that consumers over-advocate Italian production or Italian imports, and it is considered that foreign brands are good. Even if it is expensive, it is very easy to be influenced by the price when buying. Instead, it ignores the value of the brand and the value of the product itself and the corresponding service value. “Either Italian furniture or Chinese furniture, we must measure its value and product price from many aspects such as production process and brand.†In addition to the consumer psychology of Chongyang Mei, Zhu Changling, chairman of the China Furniture Association, believes that consumers are difficult to identify products in Italy. True and false, from the other side, fueled the arrogance of “pseudo-brandâ€. "The product information obtained by the customer at the time of purchase is from the salesperson's introduction, and the second is the origin and material written on the price tag. As for the information, it is really difficult to judge at the moment, and it is only conscious of the business, and the industrial and commercial law enforcement department should also Increase supervision.†Experts identify “pseudo-brands†As the saying goes, there are birds in the forest. At present, although there are many “pseudo-Italian brands†on the market, it is not entirely unconcerned for consumers to distinguish between authenticity and falsehood. According to industry sources, one of the most secure methods is to buy furniture stores with good reputation, high brand awareness and good reputation, such as the home of the North Fourth Ring. As the premier gathering place for imported furniture in Beijing, “Home Respect†not only checks the source, but also strictly checks its brand authorization, trademark registration certificate, certificate of origin, customs declaration, delivery certificate, etc. for each merchant who requests to enter. Unscheduled random inspections of merchants that have already entered the market. If any merchants are found to sell counterfeit and shoddy products, they will be expelled immediately. Consumers are voluntarily asking merchants to provide relevant documents such as “certificate of originâ€, “packing list†and “declaration form†for imported furniture. However, according to Qi Wei, the luxury Hui home will take the initiative to provide customers with copies of the certificate of origin and other documents in the product sales process, as a basis for after-sales maintenance and other services. Is it imported furniture? Wang Lanyu, who has been in the business for many years, can judge it at a glance. According to him, the import status of furniture can be forged, but the craft and quality are difficult to imitate, including fabric selection, wood post-drying treatment, paint coloring, etc., consumers can compare with the naked eye. Especially in the face of some Italian furniture with a hundred years of history, its products are not copied by the second- and third-tier furniture companies in China. The purchase of the unsold, "pseudo-brand" in the Chinese furniture market has completely disappeared, I am afraid it will take time. Experts believe that it is an important way to avoid buying the “pseudo-Italian brand†by eliminating the consumer psychology of worshipping foreigners and paying attention to the reputation of sellers.
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