According to reports, recently, a business executive in Zhangqi Town, Cixi City, found a local industrial and commercial office with a certificate bearing the "Chinese famous brand", saying that someone is selling it to the company at a price of 4,800 yuan. Asked whether the honor of the industrial and commercial department is a formal selection, and reflects that many companies have purchased such a certificate of honor. It is understood that at present, China's national honours on commodities or trademarks mainly include “China Famous Brands†and “China Famous Brandsâ€. The province's identification of trademarks is “Zhejiang Famous Trademarksâ€. As for “China Famous Brandsâ€, it seems to have met before. . The industrial and commercial personnel through the Chinese social organization network can not find information about the certification authority of this honor; and from the "selection" method of this honor, "China famous brand" is likely to be the "cottage" honor. The industry and commerce department said that in addition to the informal honors that some social organizations randomly assessed, there is more false honor for not finding an organization. "Make up some organization names, engrave some official seals, and what honors can give you any honor." The staff of the Enterprise Supervision Department of Cixi Industrial and Commercial Branch said that they had gone to a small business that had just opened for half a year, and went into the corporate conference room. It has been found that it has been filled with various honorary certificates, plaques, "China recognized ten famous brands", "China Quality Service Credit AAA Demonstration Unit", "National Top Ten Best-selling Brands", etc. These "honors" are crowned "China" ", "National", etc., it seems that "to the head" is very large, as for the issuing authority is worthy of scrutiny. The purchase of “cottage†honors is a helpless decision. The formal enterprise honor rating is highly authoritative and the requirements are relatively high. It is unattainable for small and medium-sized enterprises that do not have a certain scale, but it is precisely these small and medium-sized enterprises that honor Extremely eager, hope to "golden" the products produced by the company with certain honors to increase market share, which is also the root of false honors. "Our companies often receive such honorary sales calls," a business owner said of spending money to buy honors, a look of helplessness. "If enterprises want to survive and develop, they must have a reputation, but the formal honor assessment not only requires a certain amount of manpower, material resources and energy, but also has a high threshold. Our small enterprises are simply not qualified." It is reported that due to competition or The cooperation unit requires that some enterprises that are not qualified to apply for formal honors will be opportunistic and spend money to buy honors. Not only enterprises, but also consumers are superstitious with honorable products, and many people will not question the authority of the honor, which also brings the market to the "cottage" honor. "Mountain" honors illegal responsibility can not be underestimated "cottage" honor seems to be beautiful, but there are actually many potential risks. First of all, in accordance with the "Anti-Unfair Competition Law of the People's Republic of China" and the "Regulations of the Zhejiang Province against Unfair Competition" on false propaganda and false signs, for those who purchase false honors and use them for corporate or product promotion to enhance corporate visibility, For enterprises that attract consumers, the administrative department for industry and commerce may order enterprises to stop illegal activities according to the facts of the violations and the consequences, and impose certain administrative penalties. At the same time, with the gradual rationalization and maturity of consumers in recent years, and the constant exposure of the news media to relevant false honours, consumers are becoming more and more immune to these “cottage†honors or corporate honors with low gold content. Sometimes, the role of the "cottage" honor may be counterproductive. The relevant person in charge of the Municipal Industry and Commerce Bureau believes that enterprises must establish a correct concept of honor. The true corporate reputation lies in the recognition of consumers and is the reputation of consumers. Both enterprises and consumers should jointly resist the act of fabricating, forging and buying false honors. Hardware industry should be wary of "cottage honor" Small and medium-sized hardware enterprises should pay attention to brand development, based on the long-term, not to be greedy for small profits, such "cottage honor" may deceive the eyes of consumers for a while, but once the honor "bubble" breaks down, The damage is hard to heal. Buying "honor" is not just about money, but overdraft is honesty.
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