2010 mahogany furniture storm continues to be problematic furniture

The year 2010 is an extraordinary year for the whole of China, and also an extraordinary year for the crystallization of traditional Chinese culture-mahogany furniture. In the continuous waves of the mahogany furniture industry, it has caused us to question the incomplete mechanism of the mahogany furniture market, and it has also triggered our reflection on the way of media intervention.

Mahogany furniture "price by weight"

Lian Tianhong's sales model of mahogany furniture "by price" has attracted the attention of the entire mahogany furniture industry and major media at the beginning of this year. Determine the price according to the weight of the material. On the one hand, it provides consumers with a psychological guarantee to show the sincerity of the merchants to lower the high prices. On the other hand, it is also a marketing tool for enterprises. Increasing credibility will naturally help product sales.

However, it remains to be seen whether the mahogany furniture market will be like the precious metals market, and the trend towards weight determines prices. Relevant experts believe that the value of mahogany furniture is not only reflected in the degree of cherishment of materials, but also includes many factors such as process technology, cultural value, historical value, etc., so "calculating according to the price" will not necessarily become the future mahogany market Overall sales trends.

Mahogany furniture waxed PK lacquered

The report "Lian Tianhong exposes the unspoken rules of the mahogany industry to anger the merchants" once again attracted the attention of many consumers to the production process of mahogany furniture. Waxing and lacquering have always been two different techniques for mahogany furniture production. The lacquering technique has a very important position in the traditional furniture manufacturing process. Suzuo furniture will be polished and painted after the initial embryo is completed. However, the concealment function of the paint process on the material itself and the original defects of the furniture has been used by some modern businesses to falsify, making the paint process more and more linked to commercial fraud.

The phenomenon of counterfeiting of painted mahogany furniture is roughly as follows: material counterfeiting, such as mixed sapwood (white leather), using non-mahogany materials, bleaching and then painting, then covering the material; the tenon and mortise structure is unqualified or not used at all The tenon and mortise structure is only bonded with iron nails or glue; it covers the fact that the mahogany furniture is not dried properly or not dried at all, causing the mahogany furniture to be damaged and deformed. Each of these counterfeiting issues will bring a devastating blow to mahogany furniture.

Once such painted furniture is damaged, it will be difficult to repair the damaged paint. The repair cost and technical threshold are even more alarming. Compared with painted furniture, the cost of the waxing process is basically negligible. Liantianhong and other enterprises have proposed "only waxing, not painting", which also provides convenience for consumers to distinguish the quality of mahogany furniture.

The "white skin" problem is shocking

In December, CCTV's "Weekly Quality Report" column broadcast "" white leather "material smearing mahogany furniture", causing an uproar, Xianyou area was exposed a large number of mahogany furniture companies closed down for rectification. The "white skin" issue has divergent opinions, and some people in the industry believe that in order to ensure the original effect of the material, a small amount of white skin is inevitable, and it is impossible to unilaterally designate all the white-wood mahogany furniture as fraud and fraud. However, the state clearly stipulates that the total amount of white borders on the accessories of mahogany furniture cannot exceed one-tenth of the area of ​​the accessories, and the mahogany furniture of the exposed enterprises is mixed with white leather on a large area, exceeding the national standard, resulting in the beauty, firmness and The service life is greatly reduced, causing serious damage to consumer rights.

The dispute between Haidu Daily and Lian Tianhong has aroused industry attention

The Straits Metropolis Daily article "Redwood contains a small amount of white edges makes sense" said that even Tianhong and other merchants also have quality problems, causing Liantianhong enterprises to fight back and organize Wrangler fleet cruises, which caused many companies in the industry to pay close attention. In response, what is right and wrong is thought-provoking.

Facing the chaotic and problem-prone situation of the mahogany furniture market in 2010, we must not only consider the unsound factors of the mahogany market mechanism, but also reflect on the way of media intervention. The major events of the year show that the mahogany furniture has received more and more attention from the media, and every turmoil, the major media are competing to report. Some of these reports certainly disclose the facts and protect the interests of consumers, but there are also some suspected hype, and even false news of "slamming door". As the news media, in addition to the most basic objective and true reporting guidelines, the author believes that we are more important to call for the establishment of industry standards, rather than blindly following the trend and arrogantly speaking.

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