In recent years, the furniture industry has developed rapidly, both in terms of furniture styles and furniture brands. However, the rapid development of any industry can inevitably be mixed with some industry ills, and the natural furniture industry is no exception. The phenomenon of brand-name is not uncommon, the plagiarism of products is lingering, the certificates are flying all over the world, the quality inspection is not real, and so on. Facing all kinds of industry criticism, the furniture industry has to go forward. ■“Foreign Names†focuses on immediate interests. Brand promotion is a little noticed. Many consumers will find that “foreign brands†in the furniture market seem to be particularly numerous, and pure brands with local characteristics are obviously not dominant. So, are so many “foreign brands†imported or imported? An industry insider tells the truth: “In fact, most of them are domestic brands, and they have a full-fledged name, but to attract consumption. Note that, or the concept of confusion, let consumers think that it is an imported brand. In addition, many brands can not say that the origin is Italy, the United States, the United Kingdom, South Korea, etc., in fact, the vast majority are manufactured in China, or in Mainland production, registering a trademark in Hong Kong or abroad, after using this method 'gold plating', the price of the product can naturally appreciate a lot. For this situation, the current law does not cover this range, so many manufacturers are It is this empty space." So, is this consumer recognition of the "foreign brand phenomenon"? Many people may be caught by the "name", but Ms. Zhao, who lives in the southern suburbs, said: "Call a Chinese character The brand is very good, both intimate and easy to remember, why do you want to worship foreigners, and the names are very mouthful, hard to remember, often optimistic about furniture Time and then take his family to see but can not remember in the end what is called. "Zhao's view may also represent some people's idea, in fact, doing so there are problems in the promotion of the brand. ■The cost of imitation imitation is more willing to focus on new product development. When Li Wei encounters Li Gui, he can also drink it in court and return it to its original shape. But in the furniture industry, when the real Li Wei encounters Li Gui, as a The injured Li Wei is more helpless. Product creation is difficult, but counterfeiting is easy, resulting in many small businesses, small brands dedicated to copying big brands or famous brands for a living. The real creative enterprise can only be miserable. According to Li Xiaotian, the chairman of Dr. Jin Jin Furniture Co., Ltd., at present, China’s new products for the furniture industry only have the appearance protection policy, which is determined by the State Intellectual Property Office of the People’s Republic of China. After that, the company and the product are issued certificates and related review documents, patent numbers, etc., but this protection is limited to the appearance of the product, and only if the appearance of the product has a similarity rate of more than 80%, can it be confirmed as plagiarism or counterfeiting The appearance of the product, the other is not too detailed regulations. For counterfeiters, as long as the material, process, color or simple shape is modified, it is easy to break through the original rate of 20%, so the plagiarism or infringement is not valid. In addition to the difficulty of counterfeiting technology, even if the company's rights are successful, there are a series of claims or implementation problems. As an original enterprise, the cost of defending rights is quite large, so many companies would rather focus more on developing new products. Try to delay the time of its counterfeiting, rather than spend more energy to defend rights. This practice of a large number of enterprises, although considered by their own factors, has undoubtedly contributed to the unhealthy trend of plagiarism in the furniture industry. In many furniture exhibitions or home stores, photographs are not allowed. It is a helpless way for enterprises to protect their own brands. Many famous brands or foreign companies do not display new products even at the exhibition, only when confirmed. Visitors will be brought to the factory to visit new products when they have the intention of cooperation. ■Certificates are not all used in quality environmental protection certification, green environmental certification, three A certification, famous brand recommendation of ten provinces, famous trademarks... As long as you pay attention, you will find that there are many certificates in the furniture market. In the end, what are the functions? "To tell the truth, it is useless. In recent years, more and more certificates have been issued. Most of the certificates are only passed away. Even many certificates are just for saving money. It can be obtained, not to mention the necessary supervision and testing. In addition, for the issuing authority, the market is also chaotic, many departments are issuing, and many of them are not qualified to issue certificates at all. More, it seems that the better the quality of the product, some companies and consumers are still recognized, so it also gave birth to such a situation." Nanyang Dick's sales manager said. The average consumer will think that the certificate represents the quality, but whether it is valid for these certificates, and how to distinguish the authenticity, they are difficult to distinguish, and few people think about it. For most consumers, looking at a certificate is a weight increase in the chances of buying a product, but it does not determine the final purchase. At the same time, most consumers do not have or rarely doubt the authenticity of the certificate. The staff of Shaanxi Furniture Quality Inspection Station said that for furniture brands, as long as they have product certification, quality inspection report and three-package card, they can be listed for sale, while other certificates are not a prerequisite for sales.
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