There is also a fraud behind the red-wood furniture "selling"

Mahogany furniture is highly sought after by consumers due to its rarity in materials, the fine workmanship and the potential for insured value. However, the more profitable the market, the more shallow reefs there will be.

In addition to low-cost promotions, migratory bird marketing, boss spectators and other dishes have made the mahogany furniture market full of traps. In order to avoid these traps, in addition to being wary of low prices, consumers must also know the tricks behind this.

When it comes to mahogany furniture, many people naturally put it into the ranks of high-end furniture. However, some roadside mahogany furniture stores, even the flower market and the antique market, are selling at a loss, regardless of cost, and selling them at a price. Are these mahogany furniture really fake, and the quality really passes? Through several days of visits, Huashang Daily reporters found that many of them were shoddy and the names were not true.

Sale posture

Slogan

Sales staff loves to ignore

On January 3, near the New Year's Eve, the small food wholesale market in Fengqing Road, Xi'an, was busy, the tweeter promotion, the vendors selling, the bargaining, and the merchants were busy doing the most prosperous business of the year.

There is a mahogany shop next to the market, and the promotion in the megaphone at the door is endless, as if it is trying to integrate into the atmosphere of the New Year. The yellow paper slogans such as “losing sales”, “selling the price”, “do not cost” and “bloodless” are particularly eye-catching. However, when the customer walked in, the three guys did not take the initiative to introduce them, and they also played mobile phones when the customer inquired.

Upon inquiry, this mahogany furniture store has a children's chair 960 yuan, a flower stand 1800 yuan, a circle chair 5300 yuan, a living room 7 piece set (including a chair coffee table) 46,000 yuan, a jewelry box 1300 yuan, bed and bed The three-piece set of cabinets is 120,000. Are these things really cheap or sold at a loss?

After carefully reviewing the materials and workmanship of these furniture, Li Qiang (pseudonym), a professional who went with the Huashang Daily reporter, gave a negative answer. Li Qiang has been operating mahogany furniture for 15 years, and later opened a mahogany processing plant, which has a high appreciation for mahogany furniture and wood identification. "So the material is so work-oriented, it seems that the standard low-priced sale, the actual is not cheap, some objects are even more expensive than the big shopping malls, but the quality is not satisfactory." Li Qiang said that there are non-mahogany furniture "mixed", The profit of the store is very large, it is definitely not the price of cabbage, it will not "jump off the building", and it will not close.

"Because the mahogany has uniqueness, it is affected by materials, sculptures, etc., and the price is different." Li Qiang said that mahogany furniture is sought after, but the price is much higher than ordinary solid wood furniture. The reporter of Huashang Daily visited several large shopping malls in the north of Xi'an and found that the price of mahogany furniture in the same category is very different from that of the “wooden furniture store” and the shopping mall.

Marketing routine

From tall to low price

Playing psychological warfare

Li Qiang said that it is psychological warfare to play the goods. This trick is not available in recent years, but the methods used in different industries are different.

In the past few years, the mahogany furniture market is relatively good. Many merchants are not playing the loss of this style, but “high on the”, spending a lot of money to make the store decoration magnificent, the store lighting is bright, the furniture is waxed, glamorous, The price is also chaotic, tens of thousands, hundreds of thousands to hundreds of thousands or even millions. Li Qiang said that from 2000 to 2010, the imported logs were cheap and the market demand was large. During this period, many merchants who made mahogany furniture played more concepts. The price of mahogany furniture was particularly high, especially in some high-end shopping malls. Buyers want face, high-grade psychology, promoted mahogany furniture all the way to speculation, some mahogany furniture dealers do not meet the high price of shopping malls, many play the high-end club sales methods, the Buddha and Tao culture into the mahogany furniture For a time, a lot of handmade mahogany furniture sold for a high price.

Li Qiang said that in 2012, he had an old-fashioned circle chair with a rosewood in the south. A friend who made coal in northern Shaanxi had to buy it. Then he spent six figures to buy the circle chair and set up a set. The 11-piece sofa and seat of the rosewood have a total price of around 3 million, and the profit in the middle is very large. Li Qiang said that at that time many people earned the money of conscience. In recent years, after the baptism of the market, this line has returned to rational marketing, removed the clubhouse marketing, contracted the scale, and constantly standardized, more and more attention to materials and quality.

In the past two years, there have been more and more roadside styles of “selling and shoddy”. Li Qiang said that the mahogany furniture market is now sluggish. Indeed, there are some inaccuracies in selecting brands, quality, and positioning consumers. This has caused business failures. In order to timely collect the backlog of goods and recover cash, it will promote sales. However, many of them are gimmicks that use "cabbage prices" and lose money. They seize the psychology of some people who are cheap and shoddy.

Through smashing goods, merchants play psychological warfare with consumers, in addition to playing various slogans to attract consumers, and sometimes deliberately messing up the store, giving consumers the illusion of preparing for clearance and giving money; and the salesperson Ignore it, but also to indirectly tell the public that they are unwilling to operate and evoke the consumer's desire to shop. Some laymen's consumers don't know that this "cabbage price" is often followed by pits.

Migratory bird

Known as "factory direct sales"

Difficult to defend rights after short-term tenancy

Li Qiang said that this "cabbage price" means is not only available in roadside shops. There are bad merchants who use the name "Redwood Furniture Factory Direct Sales" and other national "rushing meetings". Everywhere, short-term rental of exhibition halls and idle Venues are promoted in the name of false "high price and low discount", "factory direct sales", "big sale", and some celebrity endorsements, but the products are shoddy and profitable.

Recently, many shopping malls in Xi'an have held the mahogany furniture exhibition, and others have opened in the exhibition center and other venues. By distributing flyers to passers-by, they sell and sell mahogany furniture.

Li Qiang said that a considerable part of these trade fairs are rough in process and low in material grade. Some of the products are genuine mahogany furniture. When they are shipped, they will steal the columns and choose the furniture for delivery. The products that consumers buy are not the same in terms of materials and processes. Because these exhibitors belong to migratory birds, they are rushing to the venues all over the country. There are many eves on the Spring Festival. They do not have fixed business places, and certificates and appraisals are not perfect. After consumers buy furniture, once there is a problem, there is no way to find a manufacturer. Even if complaints are made to relevant parts of the government, it is often difficult to defend rights.

Li Qiang said that for consumers without professional knowledge, they are not recommended to go to roadside stores and trade fairs to buy. If you have the intention to buy mahogany furniture, you can purchase it with your knowledgeable friends. When you purchase, consider the three aspects of craftsmanship, style and material.

"Half Hanger" seller

Learn a few tricks online

Small restaurant owner flower market open redwood shop

In fact, not only high-end shopping malls, large convention and exhibition centers, but also many flower market or antique market, there are also mahogany furniture. What about the quality of these mahogany furniture? From January 1st, Huashang Daily reporter invited Mr. Zhang, a collector who has studied mahogany furniture for decades, to visit several flower markets in Xi'an.

On January 2nd, in the mahogany shop of a flower market in the south of Xi'an, when the reporter of the Huashang Daily consulted the situation, the waiter said that she only knew the price and did not understand the variety and material of the pear. "The boss told me a price, I saw a customer, I only quote." After chatting, the waiter said frankly, when a customer came, she first reported the price, and then briefly introduced, she would say red furniture The rosewood, the yellow furniture is called the rosewood, and the black one is the ebony. If the customer really wants to buy, she will call the boss and the boss will immediately rush to the store to talk about the price. Although she came for a year, she did not figure out the variety of mahogany furniture, but she knew that the price of mahogany furniture was very random. Sometimes a chair sold for more than 10,000 yuan, sometimes for several thousand dollars. The price was touched by the boss. The psychological price of the customer is changing.

The waiter said that their boss is a small boss of a restaurant, usually busy in the hotel, the boss's knowledge of mahogany furniture is also learned from the Internet. "How do you know that he learned from the Internet?" In the face of the reporter's question, the waiter said: "I saw it with my own eyes. I am a village with the boss. There are several fellow villagers in the hotel. I started to serve as a waiter. Later, the waiter in the furniture store was too low to resign, and the boss asked me to switch from the hotel to the furniture store to work."

The waiter said that in fact, selling mahogany furniture in these places is to talk outside the air. The seller is not very familiar with the mahogany furniture. It is a half-hanger, and the knowledge that is seen from the Internet is sold out. The buyer is also aware of the mahogany furniture. Letter. The merchants sell redwoods and non-redwoods. The buyers buy redwoods and non-redwoods. The merchants take advantage of the money in the pockets of customers, and the customers take advantage of the "mahogan furniture" face.

The reporter visited and found that there are nearly ten companies doing mahogany furniture business in this flower market. Each variety and style is similar, and the price is relatively consistent.

Subsequently, the reporter and Mr. Zhang came to Xi'an City West Flower Market. The large-scale mahogany beds and chairs operated here are few, most of them are coffee tables and circle chairs. Mr. Zhang asked about the price of a circle chair. The store said that it was 7,000 yuan. Mr. Zhang turned over the chair and looked at it. He asked a question. The boss said a little impatiently: "The lowest price is 3,000 yuan. You can buy it and buy it. If you don't buy it, don't pick it."

Mr. Zhang said: "Isn't this a redwood price?" The boss was a little angry: "You use it as a mahogany. It is a mahogany. If you don't use mahogany, you can use it as a wooden or hardwood. It is a chair, not a If you eat, you still need quality and quantity."

After a few days of visits, Mr. Zhang said that some of the mahogany furniture in the flower market are low-grade solid wood furniture, some are the cheaper furniture that was scoured from the exhibition, and some are agents of small factories in Xi'an in the south. Although it is also under the banner of mahogany furniture, it is difficult for laymen to figure out the truth.

Small object fraud

Multiple wood synthesis

The boss’s spectator is a hidden rule.

In the antique market of Xi'an, the quality of mahogany furniture is also uneven.

An antique market in Xi'an Chengxi, which occupied more than a dozen mahogany furniture stores in the past few years, is now only a few. In a mahogany furniture store, the store owner knows Mr. Zhang, as the same person, the boss bluntly said: "Lao Zhang, now the mahogany market is not as good as before, now people have less money, become pragmatic, like a few years ago The days of making a big price are gone."

The shop owner and Mr. Zhang have known each other for more than ten years. They also followed Mr. Zhang’s experience in making mahogany furniture in the early years. In 2014, when the mahogany furniture market entered the freezing period, Mr. Zhang did not wash his hands, and this house The boss has just tasted the sweetness for only two years, and he is unwilling to give up.

The store owner said that the price of mahogany furniture was high in the past few years, and the materials used were still true. After the price has dropped, the materials used are not as good as before. Furniture is not so good to go, now start to play some play, blog, root carving, jewelry box.

Mr. Zhang said that some merchants engaged in mahogany furniture have increased their customer base by taking mahogany objects. But these seemingly small objects, the water is also very deep, tens of dollars to tens of thousands of dollars, it is difficult for ordinary people to understand. From the simple shelf, sometimes the first two legs are mahogany, the latter two legs are not necessarily mahogany, sometimes the drawer surface is mahogany, and the bottom of the drawer is not mahogany. There are also some flower stands commonly used in the home. Sometimes the four legs are not necessarily mahogany, and only one table may use mahogany. Like some so-called mahogany statues, the water is deeper. These engravings and plug-ins will not be clearly priced, and the boss’s spectator is the unspoken rule of this business. “For the sellers, they have experienced more customers. As long as the customers have a mouth, the merchant can judge the buyer’s knowledge and love of the mahogany furniture knowledge.”

During the conversation, Mr. Zhang picked up a rosewood shelf with a price of 7,800 yuan. "Don't look at this shelf looks beautiful, the color is more consistent, but when you look closely, you will find that it is made of three kinds of wood." Clearly, Mr. Zhang scraped the paint of several legs with a key and said that from the texture and interface treatment, it can be judged that there is a problem with the wood used. "Some big pieces are like Arhat bed, sometimes four legs are not mahogany, some are made of mahogany on the bed and back, and some are replaced by other wood. It is difficult for ordinary people to see the doorway inside."

When talking about the mahogany furniture of this kind of non-family main parts, Mr. Zhang said that the price of raw materials of mahogany is now high, and it is impossible to use these materials to make these "cutting materials". Even if there are high-end goods, the target of sale is special. Refers to the expert (with research on the mahogany home, will collect) or many years of customers (the mahogany furniture store to maintain year-round customer relations), it is impossible to put on the big street or the flower market and the corner of the antique shop. It is rather troublesome to start the work of the real material. The carving is more delicate, the price is also considerable, and the price of the doping is far worse. Because many of these items are not certified, or the certificate is just a look of the goods, customers should be more careful when choosing.

Pretending to be greasy

Not only use cheap wood to "cage" mahogany

Certificate also has fraud

“In fact, many large pieces of furniture also use similar or cheap wood to climb valuable mahogany. Material impersonation is the most prominent means of fraud in the current mahogany market.” Mr. Zhang said that there are unscrupulous merchants who use Brazilian pears to pretend to be redwood and rosewood. Posing as red sandalwood, African rosewood posing as authentic redwood Burmese rosewood, African cola bean wood posing as rosewood, etc., as well as balsam wood posing as large fruit rosewood, hedgehog rosewood old and then filled with yellow pear, dimpled Dalbergia or Shen Guibao after coloring Sian rosewood, red sandalwood will pretend to be Hainan huanghuali, etc., and even more, use walnut and black willows to impersonate the mahogany series. Because the average consumer is unclear about these woods, it is easy to be blinded.

In addition, there are also articles on the structure of the enamel in order to reduce labor and material use costs. As a high-grade mahogany furniture, the enamel structure allows mahogany furniture to be firmly combined without a single twist. The essence of mahogany furniture is also here. The "cabbage price" of mahogany can not fully meet the requirements of mahogany furniture, there are businesses not only cut corners, even with glue, nails to connect. Once the furniture that comes out of this problem is difficult to repair, the so-called mahogany furniture purchased at a high price is likely to become a pile of waste wood.

Mr. Zhang pointed out that in addition to recognizing the fact that “cabbage price” is impossible to buy good mahogany furniture, we can also identify mahogany furniture by other means: the price tag of a mahogany furniture should include the item number, brand, model, scientific name, Unit of measurement, unit price, processing origin and wood production area. Consumers should be careful if the price of the mahogany furniture sold by some merchants is only marked with the material and price. In addition, each rosewood product should be equipped with "one book, one card, one card", namely: product quality express card, product certificate and product manual. The mahogany furniture is equipped with the "one card, one card, one book" is a targeted policy issued by the state to curb the chaos of the mahogany furniture market. Consumers can ask the manufacturer to produce the mahogany furniture for inspection. Some merchants make their own certificates, but these certificates often have "defects", and some even don't even write the name of the wood. For businesses that cannot produce a book, a card, a card, or even a receipt, consumers must keep their eyes open.

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