From product…

Fuji in Japanese means Fuji – famous mountain, symbol of Japan. Referring to a product labeled Fuji, it is easy to think of an illustrious brand which quality has been confirmed.

Therefore, a preliminary count of elevator brands with the word Fuji has reached dozens. For example Japan Fuji elevator, Fuji Thailand, Fuji technology, authentic Fuji, Fuji joint venture, etc.

Many businesses that target the tastes of consumers who always prefer Japanese products with high quality should use similar brand names. But in fact, Fuji elevators mostly buy components and equipment from many different sources and then assemble them into elevators to sell to consumers. If you are not familiar, it is easy to mistaken this as a Japanese elevator product or a joint venture with Japanese enterprises to produce and distribute.

Users are dazzled by all kinds of “Fuji” brands

Using a name similar to a brand name, even printing the logos of famous brands to confuse customers. This can lead to incorrect purchasing decisions that are victimized without even knowing it. It can be said that the trick of taking advantage of consumers’ gullibility and the reputation of well-known brands has been taken advantage of by many elevator businesses in a snatching and dishonest way.

Enterprise “wolf” has turned their customers into “sheep” when buying counterfeit goods and more dangerous when creating serious and unpredictable safety risks.

…To supply capacity

An enterprise registered in Khuong Trung ward, Thanh Xuan district, Hanoi city with business registration of all types of installation, service, business and including the production of components and equipment of elevator. But when I found the place, it was just a ghost address. Find out more, this business specializes in trade, without factories, production lines and workers. Even the representative of the legal entity named on the business registration cannot be contacted.

As a result, when a breach of contract occurred (elevator was handover for nearly 1 year late), the owner could not find a responsible person to complain and also did not know who to complain to because the headquarters of the business could not be found.

Then, when the elevator was cut off due to software installation by technical staff, customers also did not know how to contact the representative of the business to complain.

The way such micro-enterprises operate clearly raises the question of field capacity. Quality assurance, timely progress, capable of warranty, maintenance, repair, replacement of authentic parts, etc. is a big question?

If the business only cares about short-term profits, does not have a long-term sustainable development plan, does not care about the expenses for warranty, personnel training, corporate governance or risk prevention. Even hiring cheap, untrained, unskilled workers … is not uncommon, can create very high potential risks of insecurity.

Don’t let the sand gold get mixed up!

Enterprises, if they have a long-term vision, will they not make money at all costs, by unfair competition or despite the interests of customers? Enterprises need to think about long-term stable growth, harmoniously balancing the interests of the Government – Enterprises – Consumers. Otherwise, the long-term and dangerous consequences are not immediate losses but the loss of trust of Vietnamese people in Vietnamese businesses!

Firstly, Vietnam’s business investment environment has become more and more open, creating favorable conditions for businesses. However, policies and legal corridors still need more support to create a healthy, integrity and constructive environment for businesses. It is not only a matter of implementation, but policies, guidelines, legal systems, administrative regulations related to business, etc. need to continue to be improved so that enterprises can develop sustainably and long term.

Second, with businesses, profit goals are often put on top. But if there is a vision, it is necessary to take into account long-term goals and then be ready to sacrifice short-term benefits to harmonize and balance the interests between businesses and the community. Once, the values ​​are received by the community, it will return to promote the benefits for the business itself on the brand or revenue. It is a cause-effect relationship.

Business ethics also need to become a guideline in production planning and development strategies of enterprises. To do so, the business community must be transparent, improve governance capacity, do business methodically and responsibly. How to form a genuine business culture, comply with the law, the self-respect of the Vietnamese people, not rely on “skills”.

What should be done to minimize the situation of “sand and gold mixed”?

Third, as society is increasingly developing, consumers’ awareness also “evolves” a lot. Instead of simply consuming products, people now “consume” a corporate image, “consume” a business culture. Whether the business can stand or not completely depends on the trust of customers, mutual trust is created from both customers and businesses. Wise and responsible customers will choose businesses that do good business, comply with the law, create real value for society, not following trend and economical.

Therefore, in order to distinguish between “sand” and “gold”, customers need to improve their ability to access information not only about product lines and services but also need to assess the capacity of the supplier. To a certain extent, the capacity profile is probably necessary to be the first channel for customers to “judge a book by its cover”, more or less providing the most basic information that smart consumers intend to choose?

At the 5th Vietnam Economic Forum held in December 2022, Prime Minister Pham Minh Chinh emphasized: “We respect the law of the market, but when necessary, in an unusual context, the Government must take intervention, develop mechanisms and policies to deal with; authorities must react to policies faster, more timely and more effectively; businesses also have to adjust, people also have to share; all think together, do the same; harmonization of interests”.

Of course, in order to follow the Prime Minister’s view, it cannot be overnight but gradually change, starting from the right actions of businesses and the whole society under the supervision role of the state. “The taller the tree, the stronger the wind / The higher the fame, the bigger the hardship”, but faith and good things will come to businesses, consumers and promote the development of a civilized society./.