The orderly development of the industry requires not only the self-discipline of all businesses, but more importantly, the establishment of an effective supervision mechanism.
Exaggerated propaganda and false propaganda have become marketing tools for certain companies, and regulatory loopholes have formed a policy dead end
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The golden nine and silver ten of the home furnishing market has arrived, and another round of smoky promotional battle is about to start. Faced with a wide variety of marketing methods, consumers will be fooled by unrealistic products and services if they are not careful.
A reporter survey found that there are many consumers who suffer because they do not understand the home furnishing industry. Some industries have unspoken rules that make consumers suffer when they suffer losses. In the home furnishing market, how many tricks are there, and what are the hard-to-detect "rule corners"?
"Rule dead ends" damage consumers' interests
After purchasing the toilet, the consumer Miss Sun found that there was no hose and corner valve fittings connected to the tap water. To install it, you have to pay extra to buy it. The manufacturer who promised to install the package beforehand also "turned her face and didn't recognize the person". The door, I had to admit that I was unlucky.
Our reporter found through interviews that there are not a few businesses that use industry rules to kill corners and consumer blind spots for profit. Zhu Changling, chairman of the China Furniture Association, believes that the development of the home furnishing industry is not long, and there are still many areas that need to be improved and standardized. Some companies in the industry also lack self-discipline, making use of the immaturity of the home furnishing industry and consumers' ignorance of the home furnishing industry, ignoring consumers.
Industry lacks strong supervision
Yin Yuxin, deputy general manager of Oriental Home Furnishing Plaza, believes that the formulation of some national standards in the home furnishing industry is based on the national situation, comprehensively considering the development of the west and second and third tier cities, and formulating national laws and regulations. The development situation of each region is different. In some developed regions, enterprises use the situation that the regulations do not match the local market situation, and use the blind areas in the law to carry out illegal operations.
Zhu Changling believes that the new regulations have a longer period of introduction, and the time difference is used by some unself-regulated companies. At the same time, the industry's lack of effective supervision has also led to a blind spot in the rules.
Zhu Changling said that product production and entry into the market are under the supervision of two different departments: technology and industry and commerce. The funds and power of supervision are limited, and there are also disconnects, resulting in many products with unqualified quality entering the market. The industry guidelines formulated by the association can only restrict members who voluntarily join the association. The association is not authorized to supervise, and has no right to enforce and punish illegal enterprises.
â– Survey results
Inconsistent quality and publicity is the main problem
The newspaper also conducted a survey with three large-scale well-known websites to understand the consumer's experience of being fooled in home consumption.
Non-conformity of package product quality and publicity is the main problem of the home improvement industry. 42.7% of netizens believe that they have been deceived; 46.97% of netizens who encountered problems such as price increases and then discounts, trade-in for old ones, and environmental protection failure to meet standards; purchased and used building materials 43.57% of the netizens encountered commitment to after-sales service and had problems but no one accepted them. In addition, additional charges for installation and accessories are another common means of flickering.
Consumers have little time and effort to identify the authenticity of information. Most consumers believe that if the business promotion and product quality are consistent, they will be willing to spend more money.
â– Consumers say
The difference between before and after payment
â— Mr. Zeng, University Lecturer
When I renovated, I encountered the dishonesty of the manufacturer. I think this is more prominent in the home furnishing industry. You are God before signing the order, and the merchant becomes God after paying the money. Looking for an association, the association is only mediation, and some enterprises are not under the management of the association. Complaints are even more costly, and the responsibility is pushed layer by layer.
Store sales list is not reliable
â— Monica, PR of foreign companies
Last year, when I saw a store that made a list of furniture sales, I went to the third brand showroom to look at it and place an order. As a result, after delivery, the size is different from what the exhibition hall looks like, and the sliding drawers are not as easy to use as the samples in the store. The service attitude of the brand is very bad when looking for manufacturers to return. Later I learned that the list can also be faked.
â– Expert statement
Regulations and management have not kept up with market developments
â— Zhu Changling, Chairman of China Furniture Association
There are omissions in the national regulatory mechanism, and the laws and regulations and management methods that have been developed have not kept up with the development and changes of the market. This is the reason why some companies are seeking profits for profit and borrowing rules to seek money.
Consumers themselves also lack self-protection awareness, one-sided listening to manufacturers' propaganda, not much to understand enterprises and products.
I think there is another problem that should be paid attention to, that is, we should change from finished product testing to process control, and from government random inspection to third-party authority certification. Because the inspection of finished products depends on random inspection, it requires a lot of manpower, material and financial resources, which is difficult to perform and prone to omissions.
Impetuous social mentality is the reason for false propaganda
â— Yin Yuxin, Deputy General Manager of Oriental Home Furnishing Plaza
Impetuous social mentality is an important reason for many current contradictions. Enterprises are pursuing economic benefits. Consumers trust advertising and packaging too much. As a result, some self-disciplined companies enlarge the effectiveness of publicity and study various marketing methods to profit.
I think that in addition to the problems of the enterprise itself and supervision, some enterprises have problems with their propaganda. Now the society is fast-paced, everyone is busy, there is little time and energy to distinguish the authenticity of the information, it is difficult to distinguish, and it is rare to go to the field inspection and experience, shop around, which also makes some bad companies take advantage.
Lack of industry standards, lack of corporate integrity
â— Li Binghua, General Manager of Yezhifeng Decoration
The emergence of companies exploiting loopholes in regulations is mainly due to the lack of integrity of the entire industry. In addition to the lack of corresponding supervision in the home furnishing industry, the formulation of rules is mostly driven by large companies. The lack of industry standards and the lack of refinement of many rules have led to a lot of dead ends. The entry threshold for the home furnishing industry is low and competition is fierce. In addition, the mobility of personnel is high and the quality is uneven. Many companies make profits by taking the sidelines.
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