Recently, buying a home product on a self-proclaimed "a children's brand official online shopping platform" not only saves time and effort but also costs about 20% cheaper than a physical store. When I encounter such a "good thing", Miss Yu finally does not live, and consumes a handful. . However, after Miss’s discovery, the double-door wardrobe that came back online shopping looks the same as the physical store, but the follow-up problems are quite different from those in the brand store. First, without the door-to-door installation, the whole wardrobe must have its own Secondly, did not get any receipts or contracts, no proof of consumption; Third, the business of the after-sales problem is ambiguous, whether it can be obtained after the end of the service is unknown. The product is cheap and the price is not clear after the cottage home online sneak attack consumer products are much cheaper? Shanzhai home brand online sneak attack on consumers, Miss Yu asked this newspaper for help, want to find out whether the children's furniture they bought is the brand's online sales products, or is someone falsified? To this end, the author to understand the home brand with online sales experience, found that the recent "high imitation version" brand online shopping platform is gaining momentum, and many consumers have been "scared." Low-cost, high-priced "high-imitation version" brand online shopping platform appears as long as you search on some well-known comprehensive online shopping platform, it is not difficult to find that some well-respected home brands have become "imitation" objects, but this time It is not only the products but also the “official online shopping platformâ€. Enterprise history, brand culture, product series, style classification, and even purchase instructions, these "offline products" of the official online shopping platform are made comprehensive and exquisite, if it is not the inside of the brand, it is almost difficult to distinguish the authenticity. "Want to buy branded home products, but a bit of retreat in the face of higher prices," for consumers like Miss, if you can buy these good products at a cheaper price, it is naturally difficult to temptation. Grasping this kind of consumer mentality, some "high imitation" brand online shopping platforms have recently appeared, and the movement is not small. Songbao Kingdom children's furniture, Harbor House American overall home and Nippon Paint's relevant person in charge said that when the home online shopping momentum is getting stronger, a "high imitation" brand online shopping platform came into being. They usually use the banner of the mainstream home furnishing brands to “open the door to welcome customersâ€, but the products that are actually sold to consumers are “different from the same insideâ€, or goods taken from agents in the 2nd and 3rd tier cities. , just sell and not provide after-sales. Buying such furniture does save money, but it does not enjoy the services it deserves. The problems often occur later in the use. It is no stranger to us to buy branded home products online and ask about the regular online sales channels. The concept of “high imitation†is not unfamiliar to us, because all kinds of famous brand clothing and purses are often “imitationâ€, but they are willing to buy imitations and buy imitations. There is an essential difference between being in the dark. Since these "high imitation" online shopping platforms are extremely high in simulation, how can we avoid being fooled? Liu Juan, brand manager of Songbao Kingdom, suggested that the first step in online shopping for home products is not to pick the style and price. It should first determine whether the platform is the official sales channel for brand recognition, because only the things bought in this way can get formal installation and After sales service. Liu Juan also cited the example. The Songbao Kingdom only has an online shopping platform in a home shopping mall. However, some consumers bought a children's bed through an unofficial platform. One of them has no on-site installation service and can only do it by themselves. Start shaking. When consumers go to the physical store to find a solution to the above problems, they know that the bed is not sold from the brand at all, and the authenticity of the product is not known. In the face of this situation, the brand can not provide relevant after-sales service. At the same time, Zhao Ruihai, president of Qumei Furniture, said that several online platforms such as self-built online mall, Taobao Mall and shopping mall are the official online sales channels of Qumei. In addition, the online sales products have nothing to do with Qumei. The brand does not bear any Responsibility and post-service. Zheng Sicheng, general manager of Harbor House Home Beijing, said that the independent online shopping platform and Taobao shopping mall online store are two regular online shopping channels of the brand, and the products sold will be responsible for the problem. But if the consumer buys through informal channels, as long as the verified product does belong to the Harbor House, the brand will provide the same services. The spread ratio can be used as a key online shopping platform to identify the authenticity of online shopping platforms while saving costs for consumers and businesses. However, whether the same brand of similar products can be placed on the Internet is cheaper than in the physical store, and there will be hidden dangers of "the raccoon cat for the prince", which deserves attention. In this regard, Zhao Ruihai also said that if the online store and the physical store have the same product, the spread is usually small. If consumers see Qumei furniture that is much lower in price than physical stores on the Internet, it is inevitable that there will be fraud. Liu Juan of the Songbao Kingdom bluntly said that in order to avoid channel conflicts, the price difference between the same products in the regular online shopping platform and the physical store is at most 3 to 5 points. However, in the informal platform, the price difference between the same series of products in the same series can sometimes be 20%-30%, they can lower the price or because the production cost of the imitation is low, or because the goods are obtained from the 2nd and 3rd line agents. Direct online sales, low cost of opening, labor and after-sales. Therefore, Liu Juan believes that if the price of online products is far from the physical store, it is likely to have problems. Once the purchase of money is saved, the troubles behind it must be inevitable. Wu Jialun, director of public relations and corporate brand communication of Nippon Paints, also said that Nippon has more online shopping channels. The official website flagship store, Taobao Mall and a home flagship store are all regular, but the online sales price of real products is similar to that in physical stores. The prices of the products are basically the same. Therefore, although the price difference can not be a way to distinguish between genuine and fake goods, it is the key to distinguish the authenticity of online shopping platform. ——I found that online shopping for large pieces of furniture products can not be sloppy. Chinese should improve their hands-on ability. Why can't home products be DIY (do it yourself)? In order to make Chinese consumers' minds and hands more flexible, many home brands also advocate DIY when they open online shopping platforms. This method is no problem in itself, but it should be treated differently for different products. Yang Wenqiang, director of the top 100 furniture design, said that small pieces of furniture such as tables, chairs and corner cabinets are encouraged to be installed by consumers. However, the installation of wardrobes, bookcases, beds and children's furniture is best left to professionals, otherwise it is easy to hide. Security risks. In this regard, Songjuan Kingdom Liu Juan said that some large pieces of furniture due to the screw tightness, the use of professional tools and whether the hardware needs to be embedded, etc., even professionals can take several hours to complete the installation. If the consumer installs it without training, it will not only have safety problems, but also shorten the life of the furniture. Referring to the installation of regular online shopping furniture, Harbor House home Zheng Sicheng said that as long as the brand service can cover the place will have free on-site installation problems, and for the radiation area will negotiate with the consumer the cost of home installation. Of course, the heads of the brand also bluntly said that the furniture purchased through the informal online shopping platform will not be responsible for the installation. "Home ID card" may help consumers to identify the true and false, and temporarily put the problem of the products sold in the "high imitation" home brand online shopping platform, if it is verified that the furniture purchased by consumers online belongs to Authentic, then, regardless of the online shopping platform, is the brand responsible for the after-sales problem? The answers given by different businesses are also different. Some said that regardless of the authenticity of the goods, as long as they are not purchased through the regular online shopping platform, the manufacturers are not responsible for after-sales; some say that as long as the products are true, no matter where the brand is bought, the after-sales guarantee is provided; and some bluntly, they are just Agents in Beijing, only those products sold from Beijing are under their control. Even if the online shopping returns are genuine, if they are not sold from him, they are not responsible for after-sales. At this point, how to identify the background of online shopping products has become a new topic. Insiders pointed out that in fact, the electronics and home appliance industry has long used product serial numbers similar to "identity cards" to distinguish between product sources and responsible persons. The home industry is still in a blank in this regard, they expect the "home ID card" to be formed as soon as possible, to help consumers and businesses to clear their responsibilities.
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