Dismantling four kinds of falsification techniques to interpret how mousse turned into a high-end brand

With the improvement of consumption levels and the pursuit of quality brands, more and more consumers are willing to spend more money to buy more foreign brands. This trend has also made many "local tyrants" incarnate, from milk powder to furniture, from clothing to cosmetics, the name of the foreign gas does not necessarily have a bloodline. Incarnation is an imported brand, and the value is suddenly different. This is a phenomenon that exists in many industries.

On the afternoon of December 5th, the afterglow of the setting sun slanted in front of the Friendship Store on the south side of Chang'an Street, with a golden glow. Beijing has a bit of winter chill, just colder than the weather, is the Da Vinci furniture store on the first floor of the store.

In September 2010, Da Vinci's home was in the Beijing Friendship Store, which was already in the door, bringing a fresh air to the 46-year-old old shop. However, in 2011, as Da Vinci's home was questioned by the media after being suspected of fraud, it was once again restored to silence. Whether the Da Vinci home flagship store, which will expire in 2014, will fade out of the public eye seems to be a huge suspense for Da Vinci to leave to the world.

“The furniture industry is a typical big industry and small industry. Everyone needs almost everything, but no company can grow bigger. So far, there is no enterprise with 10 billion sales in the industry.” Beijing Ouyijia Technology Development Co., Ltd. Manager Ye Dayong said.

It is precisely because of the variety of furniture industry and the demand for individuality, brands are often not valued by consumers. Individual companies have used this awkward opportunity to package themselves into well-known foreign brands, which has confuse consumers for a period of time and disrupted market order.

A story similar to Da Vinci is still being staged, but supervision is still absent. Consumers have no better solution than to polish their eyes.

The story of mousse and France

This is a story of a former fake foreign brand wash.

Around July 2013, a post began to spread on major websites, about a well-known mattress brand: Mousse. The content of the post directly refers to the six "scams" of the mattress. The most important thing is that the mattress is claimed to be from France. It is actually a local enterprise in Dongguan. The image of a French sleep expert who has been inherited for a hundred years is actually a Shenzhen Foreign teachers teaching at universities and so on.

In the “2013 Fourth China Top Ten Brand Soft Bed Evaluation and Promotion Activities”, Mousse Mattress was named China's largest soft bed leading brand, and has won many championships in this event. Is such a star brand really like the net post, there are false propaganda, shoddy, price fraud and other issues?

The 21st Century Business Reporter has repeatedly tried to contact Musi Bedroom Supplies Co., Ltd., hoping to verify the contents of the post, but they were told that the relevant person in charge is not in the unit and cannot transfer.

According to public information, Musi Mattress was established in 2004. Many of its brands are “from European design concept” and do not mention “created in France in 1868”. However, on some of the earlier publicity pages, it was still possible to find that the mattress of Musi claimed “from France”.

Qiu Haoyang, chief cultural executive of Mousse's bedroom supplies company, explained the contents of the above-mentioned news, saying that as early as 2009, Mousse had noticed that relevant content appeared and had reported it. In Qiu Haoyang's explanation, Mousse never claimed to be a French company. He only registered companies in Hong Kong and France to purchase advanced technology and raw materials in France. The image of the old man involved in the pipe is indeed a model, but the company's chief design The teacher is indeed French.

Qiu Haoyang’s explanation is that “the profit margin is as high as 10 times, which is a distortion of the facts. Our raw materials and design costs are high, so there is no such room for flexibility and discounts.”

However, Mousse did not explain why “French 1868” appeared in the publicity of the earlier period, and an internal advertising strategy report revealed the reasons.

Mousse started in Dongguan, Guangdong in 2004. At the beginning, it relied on other companies to produce mattresses. It is widely believed in the industry that Wang Bingkun, the owner of Mousse, has opened the era of the Chinese mattress, that is, from the beginning, the mattress fabric used the most high-grade knitted fabric. When Mousse developed the 3D mattress, Wang Bingkun also ingeniously used the higher price 3D fabric for the mattress filling, and used the best 3D fabric. Once the concept of "3D mattress" was launched, it was immediately sought after by the market, and the mousse became a hit.

However, what really makes Mousse into the hearts of consumers is not only the quality of its products, but more importantly, Mousse has consistently promoted its brand from the very beginning. Wang Bingkun learned that the brand awareness of consumers in the mattress field was very poor, so he began the hype journey of the Mousse brand.

The competition for mattress products has always been fierce, and the external promotion mainly relies on two tricks: technology and internationalization. There is a class of companies specializing in the technical content of products, space technology, world patents, the Royal College of Medicine technology, etc.; another type of enterprise specializes in the international image of products, from the French Royal, Italian fashion designers, etc. . Mousse is typical of the latter.

The official website name of Mousse is “de Rucci”. This French-influenced word was originally called the brand name of French mousse and was founded by French designer de Rucci. In the advertising campaign, Mousse constantly emphasized the “French Royal Designer” and “Founded in 1868” to create the feeling of its French brand.

However, in 2009, Musi encountered the first round of doubts. The company quickly adjusted its propaganda strategy. On the basis of retaining the original brand story, it no longer mentioned 1868, but changed to “love from 1868” because of modern significance. The mattress was invented around 1920. Another adjustment is to no longer mention the concept of "royal", but still use French, de Rucci designers and so on.

The adjustment of the propaganda strategy was huge, and almost all the contents related to "1868" and "Royal" on the Internet were completely rewritten or abolished at that time.

In 2011, the "Da Vinci Incident" once again gave Mousse a great touch, and the company once again carried out propaganda adjustments. Nowadays, in addition to the foreign image of a foreigner who uses a pipe in the brand image, Mousse has no longer the concept of a French designer in all external publicity, de Rucci has only become a symbol. Qiu Haoyang also made it clear: "We have only integrated the technology of many European countries such as Belgium, Italy and Denmark."

After a few years of image change, the “Fake Ocean Brand” has become the leading mattress and bedroom appliance brand in China. If it is not the image of the foreign old man, perhaps no one would think that this is still a “French brand” four years ago. ".

The benefits of hanging the "foreign" head

Why do domestic companies like to stick with foreign brands, and discover the clues from the development of Mousse.

In 2013, the price of the K-Square KB-93 latex mattress of Mousse was 6880 yuan, and the Gotiya series DB-80 latex mattress was as high as 9980 yuan. The price of latex mattresses of the same size and other brands is generally around two or three thousand dollars.

Incarnation is an imported brand, and its value is suddenly different. This is a phenomenon that exists in many industries, and the furniture industry is particularly prosperous. Mousse's marketing strategy has been regarded as a classic in the industry, because before this, the advertising industry in China's mattress industry was not strong. The old brands such as Suibao and Xilinmen were mainly sold by word of mouth. Mousse pioneered the marketing of the mattress industry. era.

One of Mousse's marketing strategies is the so-called "fake foreign devil" strategy. According to the above-mentioned content, Musi invited the old man in the advertising image to spend only 10,000 yuan, but it brought extremely rich benefits to the company. I have to admit that the "edge ball" of the foreign brand makes the mousse profitable.

It is not enough to have a foreign brand image. Mousse also promotes a lot of product quality, using imported fabrics, imported latex, imported springs and so on.

However, industry insiders told reporters: "The latex latex mattress brand is a little better today. It is basically a latex core imported from Europe or Southeast Asia. Only small brands use domestic synthetic latex." The difference in spring quality is smaller. On December 4th, Canada made an anti-dumping investigation and ruling on the mattress spring originating in China. The domestic spring caused a dispute of “dumping” in Canada, which shows that its quality has been recognized by other countries.

It can be seen that the so-called imported raw materials and imported components are not special cases, and it does not mean that the quality is high. However, because most consumers have misunderstandings, they mistakenly believe that all imported materials are good, and a group of enterprises represented by mousse

Grasping the psychology of consumers and promoting them in a targeted manner.

In addition, in order to satisfy some consumers' pursuit of taste or advocating the needs of modern technology, companies such as Mousse emphasize the “exotic style” or emphasize “foreign master design” in the publicity, and in short, vote for it, so that this part of consumption They believe that their products can meet their psychological expectations and are willing to pay for them.

The implantation of these brand concepts requires a lot of advertising investment. Judging from the advertising budget of Mousse in 2009, Mousse plans to publicize in the form of special programs on CCTV, Phoenix TV and other media, and in the form of newspaper soft papers, outdoor advertisements, Magazine advertisements, etc., the total budget. The cost is between 40 million yuan and 48 million yuan.

The actual amount of mousse was not known, but in 2008, the sales of mousse mattresses was only 300 million yuan, and in 2009 it broke through 700 million. The cost of the promotion of 1 yuan almost brought about 10 yuan of sales for the mousse. Since Mousse has not released sales results and advertising budgets since 2009, it is impossible to know the latest situation.

However, objectively speaking, despite the skillful use of marketing methods, Mousse has indeed been widely recognized in the industry for its product quality and sales strategy. Its store model even promotes the terminal innovation of the entire mattress industry.

Ye Dayong said: "After domestic brands have gradually grown, they have begun to pay attention to brand reputation and product quality. Opportunity is just a small business practice. Large enterprises will still love their feathers."

How much does the "fake foreign devil" know?

Although Mousse no longer advertises that it is a French brand, but returns to the ranks of domestic high-end brands, there are still many companies in the industry posing as fake foreign brands.

Faberil is one of the most popular imported mattresses in the list of imported mattresses. In the propaganda, Faberel said that “focusing on mattresses for 48 years, which is popular among French middle and upper class people”, and saying that “the products are sold well in more than 20 countries in Europe, and the processing plants have been established in more than 50 countries and regions around the world”. An international brand.

However, when searching for the brand name Faberil in Google France, all relevant options are Chinese web content, there is no French website. There is not even a complete vocabulary like Faberil in the French website that was searched as a keyword. Yahoo search also yielded similar results.

21st Century Business Herald reporters searched for relevant mattress brand information on two more comprehensive mattress branding websites, goodbed.com and pricegrabber.com. These two websites contain almost the specifications of mainstream mattress brands in the European and American markets. Price and other information. Unfortunately, neither website could find any information on the Faberil mattress.

Faberel is said to have entered China in 2010. The company name displayed in the flagship store of Jingdong Mall is Xiamen Navisite Household Articles Co., Ltd. The reporter called Naviste's phone and the customer service staff told me: "Navist is the general agent of Faberel in China. This brand has always been an offline brand in France, so we have not established an official website. We have been They are urged to build. The Faberel mattresses are produced in China, but they use the brand and craft of the French company."

A "48-year-old" brand is not only ignorant of foreign countries, but also has no foreign official website. It is only after consultation that it is told that it is a "fake foreign brand" produced in China. This is not uncommon.

Similar to Faberel, in the list of imported mattresses mentioned above, the German love nest (sweet nest), Italy, Bernini (Bernini & CO) and other brand mattresses also have "no foreign sales records, no foreign home page" situation It seems that these "foreign brands" are only sold to China.

Moreover, these brands have a common feature, and they have made great efforts in online sales. Fabriel's distributor, Xiamen Navisite, is recruiting a large number of online sales personnel.

The above-mentioned insiders have revealed the "deep meaning": after the "Da Vinci Incident", the supervision of imported furniture has been strengthened in many places, and the purely imported furniture must provide proof of origin. If you enter a supermarket or a hypermarket such as Red Star Macalline, the store will require a series of information such as certificate of origin, customs declaration documents, and trademark registration documents of the Entry-Exit Inspection and Quarantine Bureau. Online sales are a blind spot for supervision. Business and commercial inspections are not managed, leaving a lot of loopholes.

In other words, online sales do not check the authenticity of product import information, which undoubtedly makes some fake foreign brands take advantage of the loopholes.

After 2004, the China Furniture Association has strictly regulated the labeling and price tag of imported furniture, requiring the country of origin, the importer, and whether the raw materials are imported for domestic assembly. Each hypermarket is the first barrier to exercise supervisory duties. Once the sale of false imported goods is sold, the store will assume responsibility. Therefore, the above-mentioned people suggested: "When buying imported furniture, it is best to go to the physical store first, even if you come back to buy online, you can do it."

Fake import operation

The proliferation of fake foreign brands, in addition to the individual behavior of individual companies, the impact of policy guidance can not be underestimated.

Before 2006, China’s furniture exports were much higher than imports. To ease the pressure of this trade imbalance, the General Administration of Customs lowered the tariff on “solid wood furniture, leather furniture, rattan furniture and other furniture” from 10% to 0. This policy directly stimulated a large number of furniture manufacturers to seek packaging of fake foreign brands, and then enter into China for profit.

The operation method of “fake import” is not complicated. The most direct way is to export first and then import, that is, after producing good furniture in the country, export it to the country of origin, and then import it back after obtaining the certificate of origin issued by the other party. Although it takes time and effort to do so, it is good that all the formalities are formal and legal, even if they are checked, they can be guaranteed to be foolproof.

The other method is slightly risky. A domestic company is incorporated in a foreign company and then commissioned by a domestic company to produce it. After the semi-finished products are produced by domestic enterprises, they are not assembled, but are directly exported in the name of “furniture fittings” or “plates”. After being shipped abroad, they are assembled and affixed with foreign signs. In this way, the country of origin becomes foreign, although most of the work is done domestically. Such operations may face some risk of inspection when exporting, but customs often cannot check them one by one, causing regulatory loopholes.

There is also a more risky method that Da Vinci has implemented before, that is, after purchasing furniture from China, it will be exported to Shanghai Waigaoqiao [-3.76% Fund Research Report] Bonded Zone, and then shipped out of the bonded zone in a few days. Operation is considered an import. However, the customs department is required to go all the way to the green light and it is necessary to provide proof of origin. However, these documents have the possibility of fraud, and the customs cannot fully check them.

Of course, these methods can eventually obtain a formal import status, and companies such as Mousse mattresses do not operate imported furniture, and it is not unreasonable to directly mislead consumers through publicity.

In fact, the price of genuine imported furniture is comparable. Ye Dayong introduced: "The Swiss Ruifu sleeping mattress we represent, although the price is higher, but if the tariffs and other taxes are removed, the actual domestic sales price is similar to that of Switzerland. The dealer does not have much profit."

The price of genuine imported furniture is generally composed of the original purchase price, dealer profit, and freight. Relatively speaking, other expenses constitute the main cost of imported furniture, including customs declaration fees, quarantine fees, value-added tax, insurance premiums, and so on. Formal import furniture business is not profiteering.

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