Last year, June 6, Hangzhou, Zhejiang industrial and commercial sector building substandard goods LV store sales were investigated, 556 of goods detained on the spot. Subsequently, the Louis Vuitton shop in Hangzhou, quietly closed their doors.

   Let LV into a corner, is one of this should be tied to his backpack on a small skin sample. According to China's QB-T133-2004 body pack back standards, product standard samples must be attached to the dorsal body package body material quality, and fully consistent with the main material. So there is no standard sample, then the quality of its overall appearance will be determined to be ineligible.

   Interesting to suggest that a crisis in the process of LV, LV to impose non-governmental public opinion had sympathy. Some consumers believe that a mere one standard sample, even if lost, it will not affect the appearance of backpacks. Simply because of lack of standard sample, we determined for quality defects, or even to be closed down, how much fuss a bit. Survey showed that 26.09% of the public do not support the decision of Zhejiang Industry and Commerce Bureau of the investigation.

   But in any case, LV running aground, "the national quality standard" is still hard reality. State Quality Supervision and Inspection Center of footwear (Wenzhou) Yang Zhimin, deputy director of that, "LV a lack of this standard sample, is to our understanding of domestic standards is not enough." According to Yang Zhimin, say, adhering to a responsible attitude, Trade and Industry Bureau of Zhejiang Province, the quality of LV test very carefully. To this end, the State Quality Supervision and Inspection Center for footwear sent the most powerful test team.

   LV mass event is very easy to let us think of other similar multinational brands such as Nestle, Lipton, Haagen-Dazs, KFC, Procter & Gamble, etc. They both have been their own arrogance or management oversight, the quality of deep crisis, and China's physical and mental harm caused to consumers. Is precisely the frequency of similar incidents, cross-border brand's reputation in recent years, a great damage to their brand loyalty of consumers has been greatly shaken.

   However, the independence of LV is that it is in the event of crisis, demonstrated a remarkable ability to self-redemption. This is precisely the lack of other multinational brands, this may be a consequence of very different reason.

   The product has been identified as "quality failure" and hit after the seizure, LV aspects of his attitude was calm. First, to demonstrate the attitude of businesses to cooperate fully with the relevant policy departments to maintain a smooth communication and consensus. LV Chinese president Shi Andre came forward to say, completely subservient to the Chinese law, full compliance penalties, Zhejiang Industry and Commerce Bureau and thanked the Zhejiang Industry and Commerce Bureau pointed out that the company's problems, the company will fully cooperate with the business sector, law enforcement, with the fastest speed of the implementation of rectification, and properly handle consumer complaints.

   At the same time, LV through the public media platforms and the actual measure of the LV consumers expressed a highly responsible attitude. In the first time, LV through the media formally apologized to Chinese consumers and announced in Paris set up a working group to study China's quality requirements.

   In addition, Zhejiang LV insight into the quality of the crisis so that the necessity of the self, and replicability in other cities across the country to promote the store in order to prevent the spread of such a quality crisis. LV public relations director, said, LV's stores in other cities in China are also actively communicate with local industry and commerce departments to decide whether to fill the material goods standard sample, as soon as possible so that the corresponding products meet the relevant standards in China.

   LV's self-redemption received a rather obvious results. On the one hand, LV flagship store in Hangzhou, just to suspend business for 11 days after the resumption of normal business, but sales is very stable. On the other hand, LV's brand reputation has been effectively maintained. Many consumers think, LV is still a reliable, high-quality brand. This proliferation of fake LV, the recently encountered another case of seizure is especially rare.