The "Top Ten Brands in China" of Furniture is Difficult

Many consumers usually need to go online to understand relevant brand information before purchasing goods. However, various versions of the “Top Ten Brands” on the Internet often make consumers dazzled and confused.

Known as the top ten brands

Formaldehyde detection exceeded

Recently, Mr. Wang, a citizen of Beijing, ran several home building materials markets for the renovation of new houses. Every merchant he met was promoted like this. “Our floor is the top ten brands in China” “Our sofa is the top ten brand in the industry”... Mr. Wang said: "No matter what furniture you sell, you say that you are the top ten brands. Listening is very good, but you always feel that it is not credible."

When reporters visited Beijing, Jinan and other home building materials markets, they found that the "Top Ten Brands" have become the golden signboard for merchants to attract customers. Under the recommendation of the salesperson, the reporter logged into a website of a flooring company and immediately displayed “2012 China Top Ten Brands, Top 10 Top Floor Brands, Top Ten Brand Floors in China, Top Ten Brands of Solid Wood Flooring, Top Ten Brands of Composite Flooring” "Wait.

A business operator who manages the floor has a prominent position in the store labeled “Top Ten Brands in China” and “Top Ten Brands in National Floor 3.15 Quality”. When the reporter asked where to choose, the sales staff could not answer.

The “Top Ten Brands” phenomenon has almost penetrated all areas of the home building materials industry. From cabinets and bathroom products to wall paints and floors, from faucets, light bulbs to electric meters and curtains, you can see the “Top Ten Brands” and let consumers What is inconceivable is that the “Top Ten Brands” are flying all over the world, and the departments that select “Top Ten Brands” are even more diverse.

A flooring industry website even rated “Top Ten Brands” in five editions of “Most Investment Value”, “Most Consumers”, “Most Cost-effective”, “Most Brand Value” and “China Health Floor” in one year. . A company has won “Top Ten Brands” for five consecutive years, but the units that give this title are not the same. The selection units include Building Materials Home Research Center, Ceramics and Decoration Association, and Bathroom List Organizing Committee.

It is advertised as "Top Ten Brands", and the quality is really reliable. A flooring company that has won several "Top Ten Brands" and said on the website that "28 Provinces and Municipal Consumers Association monitors environmental protection is superior to the national standard" has been exposed last year. The problem of formaldehyde exceeding the standard. Guangdong Quality Supervision Bureau announced in May this year that the soft furniture formaldehyde over-standard enterprises, there are also many websites claiming to be "China's top ten sofa brands", "Top Ten Fashion Brand Enterprises" and "China's Top Ten Office Furniture Brands".

Spend money to buy a brand

Cost buyer

The survey found that the fair and open selection by third-party institutions has been alienated as a means for participating companies to gain fame and to select organizations for profit.

“As long as you give money, everyone can judge the top ten brands.” A person in Beijing who has been engaged in floor sales for more than 10 years said that a company that has been in business for two or three years can get several years if they are willing to spend money. “Top Ten Brands”, as well as some companies that have just rated “Top Ten Brands”, have closed down in a few years. Zhou Huaishan, a marketing expert, said that most of these selections did not have standards beforehand, and there was no supervision afterwards. They did not grasp the basic situation of the company. In essence, they were bidding rankings. Whoever gave more money to the front, and even some directly received money to issue certificates. A "Top Ten Brand" certificate can be issued to more than a dozen companies.

A website that claims to be the “first portal of the industry” has been organizing the “Top Ten Brands” and “Top Ten Brands” in the flooring industry for five consecutive years. The reporter contacted him in the name of the person in charge of the floor company. A “Top Ten Service Specialist” on the website said: “To tell you the truth, the selection will definitely give priority to the customers who cooperate with us.” According to the tips of this staff member, the reporter found that The cooperative customers of this website are divided into senior VIP members and strategic VIP members, with an annual fee of 6,800 yuan and 18,000 yuan respectively.

Jia Xiaowei, who is engaged in furniture design and production in Jinan, Shandong Province, said: "Many of the selection units let us go to the rankings. At the beginning, we said that we would not charge fees. Once we participate in the evaluation, we must collect the cost of 2000-10,000 yuan. If it is selected, it will be Participate in collective propaganda, a layout of 20,000 yuan, 50,000 yuan to make a cover."

Fu Bihua, who is engaged in the furniture industry in Shunde, Guangdong, told reporters that more than five appraisers have contacted them this year. They also hinted or directly stated that they can get the corresponding “points” as long as they invest a certain fee: such as “Top Ten Brands of Wardrobe” The leader "" is the most popular brand for consumers" and so on. Jia Xiaowei said that in fact, it is to spend money to buy trophies, the so-called "top ten brands", the industry insiders are well aware, only consumers are in the dark. Fu Bihua said that the price of many furniture is so high that the selection and promotion costs are transmitted to consumers.

Non-standard selection

Misleading when

Experts believe that this kind of "not bad money" evaluation chaos not only seriously misleads consumers, but also affects the healthy development of the industry. It should be cleaned up and standardized as soon as possible to build a fair and transparent market environment.

Wang Xincheng, director of the Propaganda and Education Department of the Consumers Association of Shandong Province, said that the selection of the “Top Ten Brands” with a wide range of criteria is not open, the process is opaque, and the credibility is not high. It will not only mislead consumers, but also disrupt market order and damage the industry as a whole. Reputation and unfair competition. Dong Zhengwei, a lawyer at Beijing Zhongyin Law Firm, said that companies that spend money to buy “top ten brands” mislead consumers have been suspected of false propaganda. If consumers are harmed by the interests, they can completely sue corporate claims and require the institutions that issue certificates to assume joint and several liability. .

In fact, in 2007, the “Measures for the Protection and Protection of Brands in the Business Sector” (Trial) issued by the Ministry of Commerce clearly stipulates that the brand assessment activities in the business sector are subject to the supervision of all sectors of the society. No unit or individual may take the opportunity to collect any fees from the participating enterprises or Conduct profitable activities. Dong Zhengwei said that the selection of chaos actually reflects the lack of corporate credit system. The government needs to build a corporate credit system and establish a corporate integrity file that can be queried by consumers. Once the company has false propaganda and other untrustworthy behaviors, it needs to be recorded. It is restricted in terms of financing, etc., so that it can reduce unscrupulous behaviors such as false propaganda.

Zhou Huaishan believes that brand selection is a kind of market behavior, and both enterprises and consumers have demand. However, at present, China is in a chaotic and disorderly state in this respect, and needs to be standardized and rectified. He suggested that the government should formulate industry rules and standards, penalize institutions and enterprises that violate the rules, and freely compete with the market to form a third-party evaluation agency that one or more enterprises and consumers can trust to issue instructive brands. Selection list.

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