Da Vinci Makes Money Code: Only Rich People As Customers.

If not the weekly quality report detonated Da Vinci's "fake door", people still indulge in this "sky high price". brand "Fabricated lies in luxury.

A concerted effort to fight Da Vinci's fake war is being launched nationwide. Vinci Case investigation. In Beijing, the first case of consumer Su Dafen's case has entered the trial stage. In Shanghai, many consumers have filed complaints and advice against Da Vinci.

The brilliant and colorful skin has been unveiled. This is a company that has already built up assets in the past 13 years and has far more profits than its peers. If there is no "fake door", their short-term goal is to be ready to go public rather than justifying themselves.

How did they get there today? What kind of profit model has been adopted? Why did Da Vinci avoid all supervision in the past 13 years? The insiders might give us some hints that "Da Vinci is actually in a vacuum of regulation".

[fortune history]

Customers lock in rich people, successful returnees, embassies and consulates.

July 20th, West Yan'an Road, Shanghai, Da Vinci home store. I saw people in the shop, but all kinds of luxury furniture were still eye-catching.

The company, with its boundless scenery, seems mysterious to the outside world.

Entering China: clearly taking the high-end line

The founder of Da Vinci's home is a Singaporean Chinese pan pan and his wife Pan Zhuangxiuhua. In 1994, he opened the first shop in Singapore under the name of Da Vinci's home, and Da Vinci group was established at the same time.

In 1998, Da Vinci opened his first store in the mainland of China in Shanghai. Pan Zhuangxiuhua said, "no matter whether the shop can make money, it is only hoped that the dead grandmother, a living mom and Dad, can see his daughter open shop in China. I hope the whole world will be proud of China.

In fact, when Da Vinci first came to China, the purpose was very clear. A furniture insider attended the opening ceremony of Da Vinci's first store. He recalled that Da Vinci staff members, the company's customers only for three kinds of people: rich, successful returnees, foreign embassies and consulates, take the high-end line. At that time, 800 thousand design funds were donated to a key university in Shanghai.

Business information shows that Da Vinci's Limited by Share Ltd is Da Vinci. Trade (Shanghai) Co., Ltd. was established in Shanghai Waigaoqiao Free Trade Zone in 2000. The registered capital is US $300 thousand. "When the registered capital was about 2000000 yuan, it was a small company." One lawyer said.

Development: binding with international luxury brands

Da Vinci's development has its own characteristics. People familiar with the matter said Da Vinci always tied up their brands with the international luxury brands of agents. They often hold home exhibitions, mostly for Hongqiao, Gubei and other places where foreigners gather. "Never fail to hold an exhibition. There are few domestic agents that are so large.

Da Vinci will also frequently invite some top luxury brand founders to visit China. Once, they invited Nino Cerruti, founder of Italy Cerruti1881.

Nino Cerruti said, "when promoting this brand, we hope to have a company that can grasp the trend of China's high-end home market to promote. When I realized Da Vinci's position in the household industry, I decided to cooperate with Da Vinci. "

"This is the Da Vinci company's knack. This brand is not very valuable at the beginning, because it is gradually tied up with many luxury brands." The insider said, "in 2000, Chinese did not have too many ideas about furniture. Da Vinci's business model was very special at that time. Abandoned the store in the form of a separate shop. It was very rare at that time. " {page_break}

Publicity: the word-of-mouth of the rich is the key.

In China, Da Vinci has developed rapidly. Statistics show that in the past 10 years, Da Vinci has opened 6 different brand stores in the 6 cities of the mainland (Beijing, Shanghai, Guangzhou, Shenzhen, Chongqing and Chengdu). Da Vinci executives said: Shanghai and Beijing combined together, the monthly turnover has reached Singapore's annual turnover.

When customers enter Da Vinci's shop, they will be attracted by their luxurious momentum immediately. Now they are grinding coffee and the designer's one to one service.

The rich will feel comfortable when they enter. Ordinary consumers are uncomfortable. "Da Vinci is good at grasping the psychology of the rich," insiders describe. He said that Da Vinci's advertisements were mostly based on the word of mouth from the rich world.

Profit: far beyond industry standard

10 years ago, Da Vinci's registered capital reached 108 million yuan. Its name also changed to Da Vinci home Limited by Share Ltd in 2010.

In 2010, Da Vinci went to the Shanghai regulatory authority of the China Securities Regulatory Commission for guidance and registration, intending to raise funds in the capital market, and accepted the listing guidance of Everbright Securities.

Shanghai furniture industry association secretary general Xu Guanrong introduced that the furniture industry general net profit is 8% to 10%. According to the industrial and commercial data, Da Vinci's operating income in 2008 was 2.66 billion yuan, and its net profit was more than 5 thousand and 7 million yuan. In 2009, its operating income was 3.05 billion yuan, and its net profit was 40 million. "Da Vinci company is definitely higher than the industry's general standard." People familiar with the matter said.

Subsequently, the reporter to Da Vinci company to verify relevant matters until the press release, still no response.

[identity query]

"Export re import" is not the key.

Da Vinci's cooperation with foreign brands is also different. "Not all foreign brands are exclusive agents. They are selective. In the early days, he had made an agent for domestic brands. People familiar with the matter said.

Involve 4 domestic brands

Reporter survey found that in Da Vinci's "fake door" storm, four domestic furniture enterprises were involved, namely Dongguan Changfeng furniture company, Golden Phoenix Furniture Co., Ltd., Haining Haining Furniture Co., Ltd. and Ningbo henrun Furniture Co., Ltd.

Among them, pan ZHUANG Hua Hua admitted that he had worked with Dongguan Changfeng furniture company to cooperate with the US "Hollywood" brand.

Liu Li, the brand director of Golden Phoenix Furniture Co., Ltd., said that during the period from 2002 to 2004, the Phoenix Phoenix had worked with Da Vinci, and Da Vinci acted as an agent to sell gold phoenix products. "After 2005, Da Vinci made super luxury products, and the other side felt that the product style and development demand did not meet the requirements, so they did not continue to cooperate."

Similar to the previous two companies, the latter two companies did not consider Da Vinci to be a Italy brand.

Shanghai entry-exit inspection and Quarantine Bureau recently disclosed that in the first half of this year, Da Vinci imported 11 batches of domestic furniture through the Shanghai bonded logistics area, of which the 10 batch of furniture manufacturers were Haining Carreno Furniture Co., Ltd. and Ningbo henrun Furniture Co., Ltd.

However, the heads of the two enterprises told the newspaper that they had nothing to do with Da Vinci, and they never made direct processing to Da Vinci. They only gave Thomasville to the American client. Tom Sitwell is also one of Da Vinci's foreign brands.

The head of Ningbo henrun said that in the first half of 2011, Tom Sitwell had taken Da Vinci's household to the enterprise for inspection. After that, he received two orders from Tom Sitwell. In May, they were notified to send the goods to the Shanghai bonded area.

According to customs materials, the goods of the two companies are imported by Da Vinci company from the bonded area to the domestic market. {page_break}

Whether notification is the key

"OEM enterprises send products to the bonded area according to customer requirements, which is a normal performance of the contract, and is also a legitimate act of the enterprise." Chen Zhongquan, deputy director of the Haining Municipal Bureau of foreign trade and economic cooperation, told our reporter that the key to Da Vinci's problem lies in truthfully telling the origin of the consumer products.

"Da Vinci must have original imported goods. If there is fraud, it should be that they find that domestic producers can produce almost the same thing as imported products, and the cost is lower. Then they will cooperate with domestic factories. An insider analysis.

Insiders pointed out to reporters that the export of products and gaining foreign status were not the original sin. The key lies in the fact that the place of origin should be specified in the sale, and that the quality of the product should be guaranteed and not deceived by consumers.

[supervision]

No regulation, but pricing power.

In July 18th, Shen Zhongxin, director of the news department of the Shanghai Consumer Association, said that more than 50 complaints and consultations for "Da Vinci" had been received and asked for return or compensation.

Shanghai Municipal Association has been in contact with the Da Vinci company, "Da Vinci said that after research, it will come up with a solution." Shen said that the claim is also faced with a problem to determine whether there is any problem with such products. This depends on the quality appraisal results of the inspection products of the industrial and commercial departments.

Shen said, before Da Vinci was exposed, Shanghai consumers' Association did not receive any complaints. "So many questions, why have no one ever checked it before? The cost of the consumer's own inspection is too great, and the relevant departments may also be overlooked because of the cost problem until the accident."

Xu Guanrong said they set standard industry standards. The commodity in the store must indicate the origin, material and price, but such standard can not restrain Da Vinci's agent. "They are not members of the association. We have no right to supervise them. Almost all high-end brand agents are away from the association. "

The relevant departments have never sampled Da Vinci's products. Insiders say Da Vinci is in a vacuum of regulation.

Xu Guanrong introduced that the general solid wood furniture is also set in 3 cases, and the price of Da Vinci furniture is very high. Because the State price liberalization of furniture industry is determined by the enterprise itself. Enterprises without supervision, but have pricing power, but also led to the quality of furniture quality is not qualified.