Is it a hidden rule for a big mall to buy a fake dealer's own "branding"?

Even if you spend a lot of money and buy branded furniture in a chain store, you may encounter this kind of accident: you obviously bought a brand of furniture produced in the field, but it was produced in a small processing factory in Jinan. According to industry insiders, dealers have independently “branded” and found local small factories to process brand furniture, which has become the unspoken rule of the industry. It is understood that many manufacturers nowadays only pay attention to the evaluation of dealers' performance, and ignore the supervision and supervision of product quality. This has caused many dealers to exploit the loopholes and produce local OEM products to shoddy and earn. Take more profit. Consumers: In the big shopping malls, they actually bought “fake goods”. Dong Lei, who lives in Jinan Industrial South Road, lived in a new house in 2011. After the new house was handed over in 2010, he specially made a branded wardrobe and shoe cabinet in a large furniture store in Jinan. Because Dong Lei's lover is in pregnancy, he especially values ​​the environmental performance of furniture. But when the workers came to the door to install, Dong Lei found the problem. On the closet that the worker sent, there was no long-distance transportation of the packaging, but a simple packaging of hard paper. Unpacking During the installation process, he found that the workmanship of the furniture was very rough, and the phenomenon of "stretching porcelain" appeared in the edge banding. In addition to the edge of the furniture, there is no brand logo on the hardware of the connecting board. What surprised him even more was that when the workers installed the shoe cabinet, one of the wooden boards was obviously not up to the size. Although the worker changed the board the next day, the size was not so suitable. After the family stayed, Dong Lei discovered more problems. The wardrobe not only had a heavy taste, but also had problems such as broken edges and tilting of the wardrobe. He realized that he might have bought fake and shoddy products. In the process of consulting with the manufacturer, the staff told him that the consumer can verify the authenticity on the official website through the number on the closet. He asked the store for the serial number of the furniture. After entering the official website, there is no information about the wardrobe. The manufacturer initially determined that the wardrobe was not produced by the manufacturer. "This wardrobe has cost 6,000 yuan." Dong Lei said angrily. Processing factory: As long as the drawings, what brand can be introduced through friends, the reporter contacted Li Bo, who runs a furniture processing factory in Jinan. Boss's processing plant is located in the west of a village along the West 10th Road in Jinan. The courtyard of several hundred square meters is covered by a canopy. The ground is covered with wooden boards and two workers are busy. Boss Li told reporters that he has two factories, the factory is mainly to do their own brand of furniture, and the other factory is to receive some orders. Speaking of the quality of the products, Li boss patted his chest and assured the reporter that “it is definitely no problem.” According to Li’s boss, their factories are also counted in the Jinan furniture production circle. They are known for their good quality, not only custom-made furniture to them. There are more retail investors, and there are also brand furniture sellers who order them here. "You may not believe, we have made wardrobe cabinets, cabinets, etc. for several big brand furniture. They give us drawings, we can all make them." Li Bo said that the furniture brand is mainly displayed on the edge-sealing logo, as long as A certain amount can be achieved, and the edge-sealing logo can also be done to ensure that it is false. In a furniture processing factory in Jinan Industrial North Road, the staff also confirmed to the reporter the local foundry. When the reporter asked to see the samples they made for the brand furniture, the staff said that there is no sample on hand, and when there is an order, the other party will send them drawings, and then deliver the goods directly to the customer. The staff also told reporters that because their factories can not produce such edge seals themselves, brand furniture sellers sometimes bring their own edged Logo strips when placing orders. He said that many manufacturers nowadays only pay attention to the evaluation of dealers' performance, and ignore the supervision and supervision of product quality. This has caused many dealers to take advantage of the local production of OEM products to shoddy and earn. Take more profit. During the investigation and interview, many insiders told reporters that there are many factories producing furniture in Jinan, among which Huashan and Huanghe are the most concentrated. Promoter: The dealer has independently sold the brand-name furniture for a few years, and Huang Lei, a shopping mall in Jinan, has figured out the doorway. She said that in terms of furniture production, there is a very popular production model OEM, also known as OEM or fixed-point production. Under this model, brand owners do not directly produce products, but use their own key core technologies. Responsible for designing and developing new products, controlling sales channels, and specific processing tasks are commissioned by other manufacturers of similar products through contract ordering. After that, the customized products are bought out at low prices and directly labeled with their own brand trademarks. According to Huang Lei, the formal OEM production is of course no problem. The key point is that the so-called “branding” in the panel furniture market is only the independent behavior of local dealers. These dealers designate a local processing factory, and the dealers provide drawings. After the processing is completed, the dealers then sell this part of the furniture as a brand of furniture. “It’s very common, and many big brands of furniture have this problem.” Huang Lei said that anti-counterfeiting is not prominent. When consumers receive goods, they only check the color and style of the furniture. Learned. Huang Lei said that in addition to the price advantage, the locally produced furniture is not qualified in terms of environmental protection and quality of the board. After many consumers bought it home, they found that the smell of furniture was very large. "The amount of formaldehyde released must exceed the standard, and you obviously bought a brand, but it was produced in a small factory. If you know, will it be very troublesome?" On the 23rd, the reporter visited the furniture store on Jinyuan Street in Jinan as a consumer and found that the prices of panel furniture varied greatly. Take a wardrobe with a length of 2.2 meters and a width of 2.6 meters. For example, the price can be as high as six or seven thousand yuan, and the low one can be bought in more than 3,000 yuan. He Cong, a shopping guide, said that most of the furniture sold in the exhibition area is the original Guangzhou goods, and each piece of wood has an anti-counterfeiting logo. There are also a few products with lower prices that are processed in small local factories in Jinan. In order to enter the chain stores, these locally produced furniture are also labeled with brand furniture. In the more than a dozen panel furniture exhibition areas visited by reporters, two shopping guides admitted that the furniture being promoted was produced by the Jinan factory, but it is also a brand product. However, according to the information the reporter has learned, these brands do not have formal production points in Jinan. Huang Lei said that the transportation cost of the plate is relatively high, and the freight cost of a set of furniture can account for about 5% of the sales price, and the plate used by the manufacturer has undergone strict inspection. The price of the one-meter bare plate is more expensive than the local plate. 30-40 yuan. “Before, we only sold manufacturers' branded products, but the prices of other homes were superior to us. Many customers went to other people's homes to order. We have no way, everyone is doing this.” He Cong said that they now also make local production in Jinan. The furniture is also marked as a brand when entering the store, otherwise even the samples can not enter the store. (At the request of the parties, Dong Lei, Huang Lei and He Cong are all pseudonyms)

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