In May 2009, the Beijing-based furniture store “Unified International Home†entered Chengdu, and opened three stores in a short period of time. It wanted to ignite a fire in the European and American furniture consumption market in Chengdu, and at the same time began a rapid expansion in the national market. However, after more than a year of market testing, Unification Home was in a cold reception in Sichuan, and sales were bleak. At the same time, due to various problems frequently, Unification Home suffered a crisis of trust throughout the country. Recently, the media in China, such as Shenyang and Xi'an, have repeatedly published relevant negative news about the quality, after-sales service and even suspected sales fraud of “Beijing Unification International Homeâ€. A nationwide “trust crisis†is infecting this store brand. .
National exposure product quality, service can not keep up
It is understood that Unification International Home was established in 2001, started as a wooden door, and has been involved in the home store industry in recent years. The company is headquartered in Beijing and has several branches throughout the country. Since last year, Unification Home has been expanding rapidly in the country, and the identity of the northern furniture predators has developed southward. For a time, many people in the industry have been optimistic. However, due to the lag of management level, insufficient talent pool and chaotic procurement system, many problems have arisen.
After searching through the network search engine, the reporter found that as early as January 2006, there were netizens zhanglijuan920 who sent "a wave of twists and turns, wind and rain, blood and tears: a wooden door made me have nothing to say!!!" Post. After entering the unified home after experiencing rapid expansion in 2009, various negative reports have become more and more intense.
In July 2009, China Electronic Chamber of Commerce 315 Consumer Electronics Complaints Network, Hebei Langfang consumer complaints about the quality of the home wooden door, there was a problem, "there was a serious quality problem in the unified wooden door, the business service promises a piece of paper" feeling; in March this year, The solid wood furniture purchased by the Shenyang owner in the Liaoshen Evening News was actually a MDF article. It was called “a unified home staff call and a reporterâ€, and the melee quickly escalated, eventually ending with “unification home apologyâ€; In June 2010, Chongqing netizens used “shameless to the extreme†to describe the sales change problem that he encountered in the purchase of furniture in a unified home; in September 2010, the “Xi’an Evening News†also published an article entitled “Gui Yan’s True and Falseâ€. The report of a unified home flickering, comment on the sales problem. For a time, all over the country was filled with negative reports about the unification of homes. How is its development in Chengdu?
Sales are bleak, Chengdu is met with cold reception
In order to further understand the situation, the reporter conducted a multi-day survey of the unified home Chengdu Caishi Street and Jinsha Store. Due to the lack of parking spaces at the gate, the Caishi Street Store, although close to the bus station, has an average traffic volume of no more than 20 vehicles within one hour and a passenger flow of no more than 30 passengers. Consumers in the store are fascinated, and the escalator is deactivated because of the small number of people. The store's home is dominated by European and American styles, and the price is surprisingly high. A set of bedroom furniture, the price is actually more than 100,000 yuan.
Another reporter at the Jinsha store asked the sales staff in the store for the reason of buying a solid wooden bed. A salesperson named Zhou said that at present, the furniture products in the store are being promoted, and the discount is about 60% off. The furniture in the store is also very expensive. The price of a light-colored wooden bed is more than 10,000 yuan. The price of a set of European-style sofas is close to 40,000 yuan. When the reporter said that he wants to look at the furniture-related test report, the sales staff Repeatedly said that the reporter can rest assured that the product is no problem in the manufacture of birch.
The reporter then inquired about the delivery cycle and payment method. The salesperson clearly stated that “the full payment must be paid, and the delivery cycle should be as fast as 60 days or more.†According to the salesperson’s explanation, their products are not produced locally, “customers After the order was placed, we only contacted the factory in Beijing by the manufacturer. Due to the complexity of the product itself and the logistics of the delivery, the 60-day period is not too long.†According to the reporter, most of the local furniture The store only needs to pay a small amount of deposit, the delivery cycle is within 30 days, and some can be raised in stock.
Can you buy a pear wood table for less than ten thousand yuan?
The recent outbreak of negative news has also caused some consumers to question the quality of the products of Unification Home. Yesterday, the reader, Ms. Zhao (a pseudonym), called the newspaper to learn about some "real insider". Ms. Zhao, who is purchasing furniture, has seen a set of “African Rosewood Deskâ€. When she is a rosewood furniture with a price of less than 10,000 yuan and only a few thousand yuan after the discount, the sales staff Asking her to pay the full amount on the spot, she had to wait for a minimum of 60 days or more to transport the desk from Guangdong to Chengdu. She felt a bit "unacceptable." There were a lot of negative news on the Internet about the unification. At the scene, I even saw someone returning the order. The salesperson refused to provide her with relevant proof of the furniture material, which made her have to "play the drum" in her heart.
For the price of 10,000 yuan, can I buy the same volume of rosewood products as the desk in the domestic market? "Impossible!" A timber expert who did not want to be named denied this. According to reports, rosewood is not the same kind of wood, the price will vary greatly depending on the species. Old rosewood is also known as huanghuali. The high-grade Ming and Qing furniture made with it has been highly appreciated and collected. In 2007 (Dongguan) Tea Culture Festival, there was a rosewood tea table auction of up to one million yuan. . According to statistics, since 2005, the price of rosewood has soared, and the scrap can be sold at a high price of 150 yuan a pound. In 2009, the price of rosewood raw materials has skyrocketed nearly five times, which is in line with international redwood standards, the cheapest grass pear ( Burmese rosewood) The price of only logs is about 20,000. At present, there are some rosewood furniture on the market. The sales materials are not the tree species of the national standard redwood category, which are collectively referred to as “Asian pearsâ€. Some unscrupulous merchants use the consumers to not understand the line, and use the “flowerwood†signboard to fish in troubled waters or confuse the visual effects. The industry reminds consumers that for low-priced rosewood desks, we must understand the origin and be cautious.
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