Fuanna'S Silk Was Falsely Publicizing By Explosion.

< p > as one of the most representative home textile listed companies in China, < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107105" > fuanna < /a > is causing propaganda fraud by a quality disturbance.

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< p > recently, some media quoted a complaint from a Hebei consumer, saying that the fuanna mulberry silk purchased from Fuan's authorized direct supply business platform was detected by the national textile products quality supervision and inspection center, "the actual value of mulberry silk is 0%", which is also very different from the "100% mulberry silk ingredient" marked by fuanna's product in black and white.

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< p > for the complaint, fuanna confirmed that "something is true".

But the company has repeatedly stressed that the product is not fuanna production, is a fake.

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< p > industry insiders say that if the fakes are actually sitting, it means that the company's online channel product quality supervision is not accountable or the company intends to tamper with the exaggerated product content and is suspected of publicizing fraud.

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< p > false propaganda or counterfeit goods? < /p >

"P" 2008, fuanna has been a consumer dispute over the quality of the fuanna's cotton bed coverlet bought at Taobao's "fuanna flagship store". There has been a lot of controversy.

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< p > it is understood that the consumer in Langfang, Hebei, bought the "Ying Ying silk mulberry silk quilt" quilt in the middle of May this year.

The original price of the product is nearly 5000 yuan, while the selling price of the Amazon e-commerce platform is 1498 yuan.

It can be seen in the picture of consumers' products that the product logo clearly reads: "the fabric is 100% cotton and the stuffing is 100% mulberry silk (long silk floss)".

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< p > mid July, the consumer commissioned the Chaoyang District Consumers Association of Beijing to send the product to the national textile product quality supervision and Inspection Center for component detection. The test results showed that: "the filler of the sample was detected as white fiber, and the real value of mulberry silk was 0%" instead of 70.6% of regenerated cellulose fiber and 29.4% of polyester fiber.

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"P" and the conclusion of the relevant department's inspection report, fuanna did not admit it.

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< p > "the company has organized and specialized inspection teams and internal quality inspection departments including internal legal affairs, electricity suppliers, market, quality and other departments to conduct testing and investigation, and determined that consumers' silk is not manufactured by fuanna products, which belongs to counterfeit products."

The public relations department of fuanna responds to our reporter.

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"P" not only that, fuanna's response attitude is also quite tough: "will take legal measures to find out this matter, to consumers maliciously slander, retain the right to pursue legal responsibility."

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P is not hard to understand for fuanna, who strongly maintains quality and brand image.

Founded in August 1994, Shenzhen fuanna home furnishing Limited by Share Ltd, which landed in the small and medium-sized board at the end of 2009, is a comprehensive home textile enterprise integrating R & D, design, production, marketing and logistics. Its market value is about 5 billion 500 million yuan, and the main theme stocks of Shanghai and Shenzhen two cities are composed of < a href= "http:// news.sjfzxm.com/news/list.aspx Classid=101112107107" > Luo Lai home textile "/a" and "Meng Jie home textiles".

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< p > the company's semi annual report in 2013 showed that the operating income of the company during the reporting period was 821 million yuan, an increase of 8.2% over the same period, while the net profit attributable to shareholders of listed companies was 136 million yuan, an increase of about 24.46% over the same period last year.

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< p > it is worth noting that the "recruit" silk is occupied by more than 28% of the listed company's revenue by about 231 million yuan.

This part of the gross profit margin of products is up to 48.54%, belonging to the company's key categories.

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< p > online sales accountability difficulty < /p >

The quality of products sold in the P channel has been questioned repeatedly, which has further intensified the torture of fuanna's supply and quality control capabilities for the online platform.

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Less than P, the fuanna product, which has been in dispute, is sold on Amazon platform itself.

According to the "network dealer authorization" issued by the company a href= "http://news.sjfzxm.com/" > Amazon < /a >, we can see that the products sold on the Amazon platform guarantee the same quality assurance as those purchased by the mall.

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"P > Amazon responded by saying," there will be no high imitation products in the sale of fuanna products.

The difference between the products of the same product and online stores is large, because printing and craft are not the same.

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< p > "Amazon has sold nearly 300 products of the same product since the beginning of this year. There are no quality problems in the products, and no other similar complaints have been received."

Fu Anna responded.

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< p > however, such a product that has been proved to be sold from fuanna authorized party is guaranteed no quality problems at both ends of the manufacturer's supplier and seller. Who is lying?

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< p > the consumer revealed to the media that a staff member sent by Fu An company had privately told her that she would buy the product of fuanna until she bought it in a physical store.

This hint has also challenged the outside world about the differentiation and control of product quality under the online and offline products.

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< p > the industry insiders pointed out that during the process of selling through the third party e-commerce platform, the production enterprises have repeatedly exposed the difficulties of consumers' quality accountability.

The sale of counterfeit goods and the sale of fake goods by the platform vendors happen all the time, and once the window is broken, they are mutually exclusive.

To a certain extent, the backwardness of the accountability mechanism has also spawned more problems in the quality of e-commerce. After that, the "multi thread" accountability problem is often complicated.

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Under the background of P, fuanna, who has not yet clarified the quality control and management system of the e-commerce platform, has begun to make a new attempt in this new channel.

At the strategic level of the company, the new sales channel of e-commerce has gradually become the focus of the development of fuanna sales system.

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< p > at this stage, fuanna itself has cooperative sales in Tmall, Jingdong, Amazon and other well-known e-commerce platforms.

In 2012, fuanna's e-commerce sales increased significantly, achieving annual sales of 170 million yuan, doubling its performance in the previous year.

Just a few months ago, Lin Guofang, the chairman and general manager of fuanna, made a clear statement at his new conference: "there will be a good opportunity to take the electronic commerce to the international market."

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