One: brand fraud

When talking about the specific problems of the wooden door industry, the industry first pointed out the phenomenon of brand fraud that is widespread and repeatedly prohibited. Due to the continuous quality problems of the national inspection-free products that have occurred continuously in the food industry in recent years, “China Famous Brand”, “China Famous Brand” and “National Inspection-Free Products” have been cancelled, but many merchants are still taking these names as gimmicks. And more are the famous "brands of the top 500" and "the top ten brands of wooden doors"... Some are just a few units united to give themselves, and some are a little money to buy a name back. In this regard, the industry insiders exclaimed in the interview: "There is too much false water. The small wooden door factory, its production capacity does not exceed 50 million yuan, one hundred million is not, it has become a Chinese brand five hundred Strong. How many wooden door brands are there in China? It is the top 500? These are false propaganda on the brand. If consumers don’t understand it, they will be fooled into it.” When it comes to the root cause of brand fraud, industry insiders said that now There are too many corporate CEOs in the wooden door industry who have not yet recognized the value of the brand. They do not know that the brand represents the quality of the product, the service of the brand, and the integrity of the enterprise. As a result, brand fraud has occurred.

Two: endorsement artificial fake

Looking for image spokespersons seems to be a common feature of home furnishing companies. Even because there are too many spokespersons in the industry, some of the later companies have found that the spokespersons they have been looking for have been used by others, can not find suitable spokespersons, do not know who to look for. Case. At present, the domestic wooden door industry, the spokesperson of different brands is estimated to have more than one hundred. The insiders pointed out that although the image spokesperson of the wooden door industry looks a lot, in fact, there are many image spokesmen in the middle who don’t even know that there is such a brand. There is such a brand that he endorses, and there are many even companies directly The broker paid for the relevant right to use the photo. However, when consumers see brand advertisements, they often think that they are true endorsements. They bought the wooden doors of the brand because of their love or trust in the star, and finally found quality problems and caused complaints. In this regard, the industry said that the state has introduced a policy, the spokesperson must be responsible for the brand endorsement, there are problems, the spokesperson also bears the joint responsibility of false propaganda, I hope this move can reduce and eliminate this phenomenon.

Three: "lifetime quality" false advertising

In order to win customers' trust in the quality and value of their products, some wooden doors have been branded for ten years, twenty years, and even lifetime warranty. Industry insiders pointed out in the interview that this phenomenon is particularly obvious in the field of strengthened wooden doors, but the national warranty is one year. Can the company do such a banner, can it be done? Can't do it. Perhaps these brands that have been guaranteed for life will fall in a few years. Because many of them are shot for a place, then change the brand to continue. Still others say that lifelong quality is actually based on certain conditions. For example, if you are purely a quality problem, but the wooden door is not used back, it is a paving process, many improper use, paving problems, and even problems after maintenance, this time the business is not Give you a warranty, and definitely have to pay. Consumers are not happy, but the merchants say that I guarantee quality problems. So this is actually a false advertisement, and there is actually no guarantee. In this regard, consumers must polish their eyes and avoid being deceived.

Four: stealing the concept of confusion

"In the interviews we received, some of the complaints from consumers about wooden doors were caused by the name of wooden doors." In the interview, the industry insiders said, "In fact, this phenomenon is not happening recently, but is long-term in the wooden door market. In the past two years, it has improved, but it still exists. When you go to the store, you may also see that many solid wood doors have a particularly good name. What is rich wood, ivory wood, gold wood... when the clerk is selling, It will also tell consumers that this is a valuable tree species, and the result of the purchase contract is signed, and the dispute has arisen. Why? Because these names are actually confusing concepts. For example, there was a brand before. Ganba Bean is called Jin Buo, and it is known to the consumers of Ganba Bean. This species is relatively common, but you don’t change it. People don’t know what it is. They think it’s very valuable. When the truth is known, the dispute will come out. Also use birch to pretend to be cherry or maple, and use Southeast Asian wood to fake imported rosewood and teak. These misleading behaviors are all we need.

Five: filling the foreign goods

Many domestic consumers prefer the foreign brands, and the domestic market is full of foreign brands. But how many of them are really fake? In the interview, the industry insiders said that the previous Ou Dian incident has given the wooden door industry a vigilance, but in recent years, such phenomena are still emerging. Some are obviously domestic forests, but they are said to be South American, South American, and Brazilian. There are also some wooden doors that are made in China, but they are registered in foreign countries. When they are sold back to China, they become "imported goods." This is better in big cities, such as Shanghai and Beijing, but in some small cities, the situation is very serious. On this issue, the industry reminds consumers that they should not only pick a good name, but also buy a wooden door. They must fully understand all aspects of the brand and other consumers' choices after purchase to avoid losses.

Six: excessive requirements for formaldehyde content

Whether the formaldehyde content exceeds the standard is one of the most concerned issues for consumers in the decoration. In response to this problem, the wooden door industry has also been committed to low-carbon environmental protection efforts. "But now there is a very bad atmosphere, that is, the excessive promotion of formaldehyde content. Solid wood doors are environmentally friendly, the national standard for strengthening wooden doors is E1, but now there are E0, super E0, F4, Japanese standards. There are even claims to be 'zero formaldehyde', etc. Consumers are also dazzled. In fact, formaldehyde must be included, claiming zero formaldehyde is wrong. But this amount can be controlled as long as it is controlled at E1 level." Interview, industry People said, "You are excessively pursuing your formaldehyde content. The essence is a distorted competitive behavior and a flicker for consumers."

Seven: fried concept new bottled old wine

Due to the fierce competition in the wood door industry and the low attention inherent in the wood door industry, businesses are looking for ways to innovate in marketing and publicity. This is a good thing to promote the development of the industry, but there have also been problems with some of the seedlings contributing to the opposite. In the interview, the insiders pointed out the tricks in the concept of the wooden door category. “Taking solid wood composite doors as an example, because this category of wooden doors was mainly sold abroad, the Chinese are not very familiar, but most domestic consumers prefer solid wood doors, so in order to cater to consumer preferences, some businesses have changed this to new ones. Solid wood doors, real wooden doors. This gives consumers the feeling that this is a solid wood door. But it is not the case. Some are stickers on the outside of the strengthened wooden door. Maybe this sticker has some different patterns, it takes a lot. Fancy names, such as solid wooden doors, laser doors, etc. But are you really three-dimensional? Is it really a laser? You only have some effect on the pattern. Then you can only say that it is one of them. The name can't rise to the height of a new wooden door category. There are also some ecological wooden doors, healthy wooden doors, mildewproof wooden doors... Do you really have this effect? ​​Yes, yes. But you don't have it, but put such a name That is a kind of deception."

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