China's mahogany furniture sales need to be standardized: standards must be developed first

Recently, the Redwood and Redwood Products Testing Center of the Chinese Redwood Committee was commissioned to test and identify multiple sets of mahogany products of a collector. The results of the appraisal are astounding. Nearly half of the mahogany products have “counterfeiting” problems, and mainly involve high-end mahogany products such as Hainan huanghuali and lobular rosewood. The collector shouted "impossible" and said that most of these rosewood products were purchased after the "experts" confirmed. In recent years, China's mahogany market has achieved outstanding results. The market boom has attracted a large number of people and funds to participate. As a result, counterfeit and shoddy products have emerged in the market, and the phenomenon of counterfeiting and selling has become increasingly fierce. At present, the counterfeit and shoddy products in the mahogany market are mainly composed of three parts: (1) impersonating mahogany with non-redwood (5 categories, 8 categories and 33 types specified in the national standard "Redwood"), such as the wood with "red sandalwood" posing as "sea yellow", "The more yellow"; use "African lobular rosewood (Kotan)" to impersonate "Indian lobular rosewood" and so on. (2) Using an unregulated name, move closer to the mahogany to raise the value. For example, Kompers is called "Rosewood" and "Nanyang Redwood"; Tetsu's ancient yellow wood is called "African Pear". (3) posing as high-end mahogany with low-end redwood, such as Dalbergia sinensis, A. sinensis or Barry Dalbergia. The "advancedness" of counterfeiting means is enough to make counterfeit and shoddy products confusing, and even experts in the industry have said that they can't see it. The use of a large number of unconventional hardwoods makes "problem products" only "advanced" by means of advanced testing methods. . These such bad marketing environments will not only damage the interests of the Redwood consumers, but will ultimately affect the overall image of the industry and the long-term development of the company. At present, while we are making profitable market achievements, we should calmly think about the various visions that appear in the market. The increasing market complaint rate has been ringing the alarm of the continued development of the mahogany market. Compared with other mature high-end consumer goods markets, China's mahogany market is in urgent need of transition to a modern market model. Faced with the market's counterfeit selling price, the market order standardization work is particularly urgent. Cultivate the redwood consumer market and build a new order in the mahogany market, starting with the three aspects of enterprises, commodities and markets. First of all, at the enterprise level, the credit rating of redwood enterprises should be done. In the case of conditions, the company's credit rating can be used as certain market access qualifications. The evaluation of corporate credit rating is a national key task that the State Council executive meeting has repeatedly emphasized and is jointly organized by the Ministry of Commerce and the State-owned Assets Supervision and Administration Commission. In the face of the chaotic redwood market, good corporate credit has become extremely important. The evaluation of the credit rating of enterprises involved in the production of mahogany and non-redwood products will be beneficial to the effective management of the sales of mahogany products and promote the healthy and orderly development of the mahogany commodity market. Secondly, at the commodity level, the distinction should be made between the identification of mahogany goods. In 2012, in order to standardize the order of the mahogany market, the state has successively promulgated the "General Technical Conditions for Redwood Furniture" (GB 28010-2011), "The Name of Redwood Commercial" (SB/T10758-2012), and "The Rank of Redwood Products" (SB/T 10759). -2012) Three criteria. All three standards have put forward constructive suggestions for standardizing the construction of the mahogany market order. In particular, the requirements for the sale of “books, cards and certificates” for mahogany goods are undoubtedly of great significance. However, due to the lack of market supervision, market implementation has had little effect. Consumers have doubts about the "books, cards, and certificates" that companies produce and equip themselves, resulting in a lack of sense of "books, cards, and certificates" on the market. From the long-term development of the mahogany market, the "book, card, and card" will be an important measure for enterprises to take the lead in the fierce market competition. If the content of the "book" can be objectively described, a clear distinction (color, logo) between the "card" of the mahogany commodity and the non-redwood commodity, and the "certificate" issued by a third-party authority will be more convincing. Furthermore, at the market level, there should be a clear distinction between the sales areas of mahogany and non-redwood products. The shopping guides and logos in the market should also be based on actual instructions to guide consumers to make the right choices. The mahogany market is chaotic, in many cases due to the unclear sales area identification and the wrong guidance of the sales staff. The regulation of the order of the redwood market needs to be carried out from both sides. The first is to regulate the shopping guide logo, and the second is to improve the knowledge of the sales staff's redwood and constrain its sales behavior. The work in this area requires the improvement and improvement of the corresponding standards, which is also the key to market regulation and development. Recently, the standards approved by the Ministry of Commerce of the Ministry of Commerce for the sale of mahogany commodities are sufficient to show that the competent authorities attach importance to this work. At present, affected by the macroeconomic environment, under the dual role of raw materials and market, China's redwood industry is in a critical period of transformation. How to move from the traditional model to the modern economy requires more attention to the status of the market in industrial activities. The regulation of market order has become an urgent task for the development of the industry. As a basis for market regulation, standards must be formulated and improved as soon as possible to guide the steady development of the industry.

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