Managing China product quality: Preventing ‘quality fade’

David Dayton takes a no-nonsense look at the phenomenon of “quality fade.” Coined by Paul Midler of China Advantage, the term describes a drop-off in product quality from established suppliers. It was highlighted in the rash of quality problems that surfaced in the media in 2007, most notably Mattel’s ordeal with lead paint from a long-time supplier. David ultimately puts the onus on buyers for getting the quality they require and outlines successful strategies for doing so.

By David Dayton

No matter what countries they source from, every brand manufacturer or buyer will, at some point, have to deal with quality fade in some form. I find two main types of quality fade, both leading to the same result — sub-standard product.

The first type, as thoroughly detailed by Paul Midler last year, is purposefully and willfully dishonest, a conscious effort to give the supplier more profit at the buyer’s expense. The cost to the buyer can be huge, not the least of which is the breakdown of trust and presumably the relationship. Fortunately, the great majority of serious exporters are committed to building strong long-term business by steadily improving their products and service, not by defrauding their customers.

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