Furniture industry competing for environmental protection brand green certification can spend money to buy

With the improvement of living standards, the concept of green home is deeply rooted in people's hearts. When buying furniture products, consumers would rather pay a higher price in order to buy truly green and environmentally friendly products. However, when consumers enter the home store, they will find that the green environmental certification of furniture presented by the merchants is so diverse that they are hard to tell, and they dare not buy it with confidence.

Furniture products fight for green environmental protection brand

Mr. Fang, a consumer in Beijing, has just renovated his house and plans to ventilate for a while before moving in. Recently, he and his family planned to go to the store to buy furniture. After seeing a few furniture stores, he was in trouble: "The environmental protection certification of furniture provided by the merchants is varied, and I really don't know which one to believe."

Mr. Fang told reporters: "Everyone knows the importance of green environmental protection in the home environment, and we are willing to spend more money to buy truly environmentally friendly products. However, almost every merchant in the store said that their products are green and environmentally friendly. Some cabinets emit a pungent odor as soon as they open the door. Such products can be issued with green product certifications. Is n’t it fooling people? "

A few days ago, when the reporter visited Beijing Yikelong, Longfeng Home and other stores, they found that the merchants are fighting for green environmental protection cards. In the Yikelong furniture market, a salesperson selling sofas promised to reporters: "You can rest assured that all the materials we have here are qualified and green." However, he can't produce the product's green environmental protection test certificate at all.

In another home store, two mattresses of different brands claimed to have obtained green product certification. The certification certificate of one company is copied on a piece of white paper, covered with plastic film, and the seal of the certification unit on the certificate is vague; the environmental certification of another mattress is attached to the back of the manual and sealed in the mattress packaging, if not purchased For the mattress, you cannot see the certification.

During the interview, the reporter found that many furniture brands have slogans such as "the lowest formaldehyde emission", and the staff in the store also sell their products for environmental protection and health reasons. They have said that in addition to price factors, environmental performance is the main consideration when consumers buy furniture.

Some green certifications can be bought for money

According to reporters, at present, there are more than 10 types of green certification marks in the furniture market. These certification bodies include both official organizations and private organizations, many of which violate the relevant provisions of the "Regulations on Certification and Accreditation of the People's Republic of China", reminding consumers Do n’t be fooled by these so-called certifications when buying furniture products.

According to industry insiders, various green environmental protection certifications on the market have different levels of gold content. Authoritative national certification requirements are very strict. For example, China's environmental labeling product certification (ie "ten-ring certification") has the highest gold content; Some certification bodies are private organizations, and certificates can be bought at a cost.

"There are hundreds of environmental certification organizations in China, large and small, and some have a registered capital of only 3 million yuan, and the threshold is very low." A brand leader of a furniture company told reporters that environmental certification provided by some organizations must be "unreliable." ". He told reporters that furniture companies produced a variety of green environmental certifications, some of which were self-made, some were bought for money, and some were issued by institutions that did not have certification qualifications.

He told reporters that in terms of furniture environmental certification, the state does not have mandatory regulations, but adopts a voluntary principle, so environmental certification in the furniture market is relatively confusing.

After entering the "Environmental Product Certification" on Baidu, the reporter found that many consulting companies claimed that they could "simplify the procedures and ensure that they can get the Ten Ring Certification smoothly in a short time." The reporter called one of the companies in the name of a furniture company. The company's staff said that the "ten-ring certification" requires companies to apply first. Only after passing the application can they "operate". As for the specific operation price, the other party Called "to be interviewed".

To buy green products, look for the ten-ring logo

Yu Xiusu, secretary general of the Beijing Furniture Association, told reporters that most of the green environmental certifications in the furniture market are issued by some industry associations, societies, promotion associations, etc. Are these institutions officially registered and are the environmental certifications made by them authentic and credible? Waiting for discussion.

According to Yu Xiusu, in addition to the internationally accepted ISO14000 environmental system certification, the more recognized environmental protection certifications in the industry are "Ten Central Certification" and "CQC Quality Environmental Product Certification". "Ten-ring certification" is initiated and issued by the Ministry of Environmental Protection. It is the highest level of environmental protection product certification in the country. In government procurement projects, priority can be given to products that have obtained this certification; "CQC quality environmental protection product certification" can Make a comprehensive evaluation of the environmental quality.

At present, some businesses advocate that their products are green products, based on compliance with national standards. "People in the industry know that conforming to the national standard is not equivalent to green products. National standards are just the entry standards for furniture to enter the market. If they fail to meet this standard, they will not be eligible to enter the market, and the certification requirements for green and environmentally friendly products are very high." Yu Xiusu said that merchants said that they meet the national standards as green and environmentally friendly products, which is suspected of misleading consumers.

In addition, the state expressly stipulates that only products that have passed the "Ten Ring Certification" can be called "green products." If manufacturers show other green product certifications, consumers must pay more attention.

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Please stop fooling consumers

The word "Fuyou" is originally from the Northeast dialect, and it has become popular all over the country with Zhao Benshan's comedy sketches. Fooling is to use language to set traps by misleading, attract people, and be fooled. The essence is to cheat and cheat unscrupulously, but compared with the word fraud, Fooling is more gentle and has some ridiculous meaning. In the eyes of many businesses, Fool is a superb marketing technique. As far as the home furnishing industry is concerned, products are out of stock, merchants are exaggerating, quality is not close, and environmental performance is not up to standard ... These problems have always troubled consumers, and at the beginning of product sales, if you want to let consumers consume smoothly Those who pay the money can't do without the fooling of the merchant.

"There are too many unspoken rules and misleading publicity in the furniture and building materials industry. Merchants sell goods as a set, and customers buy goods as slaughter. It is so difficult to buy with confidence and understand consumption!" This is the heartfelt sigh of many consumers.

In recent years, with the prosperity of the real estate market and people's pursuit of high-quality life, the home market has ushered in a new period of rapid development. At the same time, due to the characteristics of the "large market and small enterprises" in the home furnishing industry, the industry is not mature enough and standardized, and the relevant standards have not been perfected. In addition, consumers lack of relevant knowledge, so that complaints of home products are increasing, and consumer disputes The more concentrated and prominent problem is the misleading and false propaganda of the merchants.

Due to the weak ability of ordinary consumers to identify household products such as furniture and building materials and lack of relevant knowledge, the information asymmetry in the household industry is quite serious, and consumers are easily confused by the misleading of merchants. Merchants take advantage of this and often conceal the truth from consumers, using various new concepts to promote certain household products in various ways, causing consumers to lose their ability to discern. For merchants, this "slaughtering" approach has long become the industry's unspoken rules.

Merchants are misleading and misleading when selling household products, and consumers have a certain difficulty in distinguishing them because they have a certain factual basis, but they have packed them with exaggeration, stealing concepts, changing topics, and making false promises. Complete lies are easy to see through, while Huyou is like a well-designed trap, which is plausible and plausible, making consumers willing to pay a high price to pay for unreal products.

The Consumer Law clearly stipulates that operators are not allowed to make misleading false propaganda about goods or services. However, in the household consumption, all kinds of fooling and misleading of "one foot high, one magic high" are still unpredictable. Many consumers only realize that they are fooled after the incident is over.

Undoubtedly, relying on Huyou to sell products can only succeed for a while, earn some immediate benefits, and never win the long-term favor of consumers. I believe that merchants also understand this very well. If enterprises want to gain a firm foothold in the market, they will eventually have to rely on solid products and services. Relying on the marketing method of Huyou will only make products and brands farther away from the mainstream market and be rejected by people. For the health and harmony of the industry, and for the long-term interests of the enterprise, please do not foolish consumers.

Huyou is an immature and non-standard performance of the market. We believe that with the development of enterprises gradually becoming rational, the market supervision mechanism is increasingly improved, and the quality of employees is constantly improving, this marketing method of Huyou will gradually be eliminated by the market. We expect the home furnishing industry to be standardized and mature as soon as possible, so that people can consume with confidence and understand consumption.