What destroyed the Da Vinci incident?

As a luxury brand, the falsification of Da Vinci furniture has undoubtedly become the focus of recent media attention.

In fact, if it is not the media exposure, as ordinary consumers will not pay attention to such brands as Vinci. Because hundreds of thousands of sets of sofas are common to our ordinary consumers like the moon in the sky, it is beyond expectation. Therefore, as an exclusive product of the rich class, Da Vinci's fraud should hurt the interests of that class. So, as ordinary consumers, why do we indignant about the Da Vinci incident?

The author believes that the fundamental reason why ordinary consumers will produce "psychological resonance" for Da Vinci furniture fraud is that Da Vinci has destroyed our trust in market integrity.

Consumers are fully prepared for the general lack of integrity in the current market. As an ordinary consumer, the simplest self-defense is to follow an ancient rule: "Cheap is not good, but good is not cheap." Therefore, for "imported" products that must be considered for quality, such as food and baby products, we can only choose products that are relatively expensive. For example, before the melamine incident and the Clenbuterol incident, the author bought milk and ham sausages and chose large domestic brands with higher prices. Even if there were cheaper products in the supermarket, they would not choose. However, later these relatively high-priced products also had problems, so the friends who care more about them lived and foresightedly "educated" the author: "I told you that the 'entrance' must be bought abroad, but you ... "

Of course, because of economic conditions and values, the author did not go to high-end supermarkets to buy imported foods like them, nor would he buy luxury goods like Da Vinci because he was worried about domestic furniture being not environmentally friendly. However, in my heart, I am still in awe of these expensive imported high-end luxury goods. I believe that in addition to their ridiculously high price, the quality should be guaranteed.

However, the Da Vinci incident completely destroyed such trust and completely subverted our traditional concept. Cheap is not good, but not cheap or even high-priced things may also be bad.

Second, the Da Vinci incident also upended our trust in the brand. As consumers who are always in a weak position, in a market environment where regulation is lacking, we are unable to judge the quality of our products, so we can only turn to trust the brand. In our minds, brands with brands are better than brands without brands, large brands are better than small brands, high-end brands are better than low-end brands, and luxury brands should be of the best quality. The reason is simple. High-end brands and luxury brands have high premiums and can earn higher profits, so they will not sacrifice quality for small profits.

The Da Vinci furniture incident tells us an extremely cruel fact: we are wrong again! If the integrity of these luxury brand merchants is completely lost, even if they have earned a very high brand premium, they will still have the urge to fake. Because not only can it make greater profits, but also because of people's trust in the brand, their risk of fraud is extremely low, even lower than that of SMEs. This is indeed the case. If it was not the media exposure, Da Vinci had been rampant in the market for such a long time that it had never been randomly checked by the regulatory authorities.

If small businesses are dishonest, consumers can find large enterprises; if large enterprises are dishonest, some powerful consumers can also turn to foreign luxury brands. And these so-called imports of luxury brands are not honest, where else can people escape? Although we may not be a Da Vinci user regardless of exposure, from the perspective of destroying people's trust in the market, the destructive power of the Da Vinci incident is no less than melamine and Clenbuterol!
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