Home industry price opacity wallpaper price chaos into unspoken rules

The price chaos is ubiquitous in the wallpaper industry. In order to make huge profits, some merchants even sell wallpapers to customers at dozens of times. In this case, the price at which the customer buys the paint often depends on his level of negotiation. This not only causes serious damage to the interests of consumers, but also damages the credibility of its own industry.


Nowadays, the price transparency of the home furnishing industry is not high, but it has already been accused by consumers. For example, in the coatings industry, due to the short period of development of the industry, the price difference between the same brand of paint in different cities is large, and there are also dealers who are not priced according to the headquarters. Quotations, more common, such as raising the original price and discounting during the promotion period. According to reports, the price confusion is widespread in the wallpaper industry. In order to make huge profits, some merchants even sell wallpapers to customers at dozens of times. In this case, the price at which the customer buys the paint often depends on his level of negotiation. This not only causes serious damage to the interests of consumers, but also damages the credibility of its own industry.


According to Zhang Zhongling, secretary general of the China Building Decoration Association Materials Committee, the current use rate of wallpaper in China's interior decoration is less than 10%. In developed countries in Europe and America, the use rate of paint is more than 50%. Although the wallpapers on the Chinese market have significantly improved in terms of environmental protection, quality, and longevity, the lack of service systems has become an obstacle to the development of the industry, and one of the outstanding problems is that prices are not uniform.


Li Zhencheng, former inspector of the Consumer Protection Bureau of the General Administration of Industry and Commerce of China, revealed that a large part of the 4,973 complaints involving the decoration industry in 2009 stemmed from dissatisfaction with price opacity. Even if the merchant does not raise the price significantly, the price of the same product in different stores will cause consumers to be confused. The price is high, afraid of buying losses, low prices, and worry about counterfeiting.


The chaotic problem of the price system in the home industry involves many interests.


First, dealers arbitrarily price the price of the products they represent, and there is no relatively strong supervision mechanism at the headquarters. Because of the interests, dealers' pricing chaos is almost inevitable. Secondly, as an important part of home decoration, the “rebate” phenomenon that designers have long been criticized is also one of the factors causing the high price of the home furnishing industry. The higher the price, the more the rebate is collected.


Some industry insiders believe that the reason why the wallpapers that were popular in the late 1980s and early 1990s did not fall in the following period, the fundamental reason is that the industry lacks norms. If this problem is not solved, the wallpaper may also repeat the mistakes of products such as oral liquid and VCD, and fall into the strange circle caused by the lack of self-discipline.

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