Scene reproduction 1:
Haier recently won an award, but this award did not bring the expected aura to Haier, but evolved into a "bull's-eye" attacked by peers. 65438+1October 1 1, china association for quality and China user committees and quality magazine * * * released the results of the national performance comparison test of white goods in 2006. Among them, among the refrigerator brands tested, Siemens and Haier save the most electricity; Among the washing machine brands, Haier and Panasonic wash the cleanest. The test found that among refrigerator products, the energy efficiency indexes of Xinfei and Hisense are quite different from those of Haier and Rong Sheng brands. Among the washing machines, the washing ratios of Whirlpool, Rongshida and Sanyo are different from those of Haier and Panasonic. Samsung's dehydration noise and Panasonic's washing noise are relatively loud. Finally, the organizers also star-rated these products.
Immediately, China Household Electrical Appliances Association and several "backward" enterprises questioned the selection: How is the authority of the selection reflected? Isn't it unusual for a Haier company to choose the champion with multi-category home appliances?
Secret trick 1:
First of all, the national evaluation of performance indicators is only qualified and unqualified, and there is no star rating. The test results in china association for quality show that the performance indexes of some well-known brands and inspection-free products are inconsistent with the nominal values, and there is a problem of false high.
"In fact, everyone in the circle understands that behind many evaluations, money is at work," an industry insider who has worked in the home appliance industry for many years told reporters. A brand-related person involved in refrigerator product evaluation said in an interview that many quality and technical tests mostly require "sponsorship fee", which is the "hidden rule" of the whole industry. The test results are one-sided and flatter an enterprise too much. There are indeed many paid ranking reports. Before the arrival of the peak season of home appliance sales, it is a common trick for enterprises to attack their main competitors through an evaluation. Some unscrupulous enterprises even distribute a large number of illegal reports in home appliance stores that insinuate their opponents and are not recognized by state authorities. As far as this matter is concerned, whether manufacturers spend money or not is the key to the problem. Whether it is advertising or awards, enterprises simply want to achieve the purpose of selling products through various publicity means. For consumers, the awareness of product advertising is declining, and the fairness of various awards in the industry has also been questioned. Therefore, the standard of purchasing household appliances is close to "vacuum" and it has become a top priority.
Scene reproduction 2:
The "fragile building" that collapsed in Shanghai was actually an award-winning building, and its real estate was awarded the title of "civilized construction site", which made people stunned. But if you look at the news, you won't be surprised. The top universities rely on money, and milk powder containing melamine is a brand-name brand that is exempt from inspection. The authoritative appraisal department violates the regulations. Many awards, brands and Excellence are actually just a cover for cheating money.
Deception 2:
The original intention of the selection activity is to encourage Excellence, but the flood of awards and rankings by the organizers is difficult to distinguish between true and false, which makes the selection with reference significance messy and loses credibility for the hidden rules of human nature. There are several hidden rules in selection: seniority, trading power and money, and fraud in selection. Some competitions are quite formal, and there is no charge for contestants. However, there is a tendency to talk about seniority, what level and what awards, and the identity of regions, units and personnel must be balanced. I didn't win the prize last year. Should I consider this round this year? In this way, the selection is no longer the best, but "sit in a row and share the fruits", discouraging advanced and promoting competition.
Some evaluations are corrupt. The president of Tianjin University once met a ranking agency at home to promote business. Shi Zhongshan, a writer, criticized the shady behavior of the literary and art circles about the awards: "How did someone win the award, and how much did someone spend on the judges ..." The exchange of money and names, with money to buy names, has become a major "hidden rule" in today's selection activities. In some evaluations, there are still phenomena of canvassing votes and relying on relationships. Excellence depends not on strength, but on interpersonal relationships.
There are also contestants competing for the prize. They don't work hard on weekdays, but concentrate on making a few fine products and sending them to the competition. The works and products sent to participate in the review are glamorous and remarkable, but most of their daily work is mediocre or even substandard. If the government is involved in the selection fraud, the people will suffer even more. Not long ago, a newsstand was demolished to meet the inspection of the superior, so what is the significance of being awarded the Health Civilization Award in such a city? This choice is very popular because it is profitable. Organizers use the black-box operation of jurisdiction to engage in fame and fortune trading, and participants spend money to buy fame, and then use fame to make money. In the meantime, the interest chain has spawned various true and false awards and rankings.
It is not difficult to investigate and deal with deceptive false selection. As long as participants consciously resist and report improper fees for selection, they can be exposed. What is really difficult is the selection of those who are organized by authoritative organizations, but do not follow formal procedures in operation, or go beyond the scope of business and become tools for collecting money. These evaluations seem to have certain credibility and are easy to mislead the masses. If it involves health and safety projects, the harm is even greater. If we want the public to trust the selection, we must correct and prohibit false selection. It is more urgent to use system construction and legal supervision to restrain and standardize qualified legal choices and get rid of all kinds of hidden rules.
Scene reproduction 3:
The reporter visited the major building materials and home furnishing shopping malls in Shenzhen, such as B&Q, Le Anzhu, Century Center and Guoanju. During the interview, the reporter found that the products with green environmental protection brand account for the vast majority, and the certificates of "green products", "green building materials products" and "green environmental protection products" are dazzling, but the awarding units are China Light Industry Product Quality Assurance Center, China Building Materials Association and China Interior Decoration Association, which makes people puzzled. The reporter's investigation found that certificates of many products could not be found on the official website of the State Environmental Protection Administration. Although some products can be found, but the validity period has passed, more are all kinds of invalid certificates issued by institutions without the right to issue certificates, including some famous building materials brands. Throughout the situation of false environmental certification in building materials and home furnishing market, the most common ones are stealing the column and playing the edge ball, and treating some qualified certificates or award-winning certificates evaluated by some departments and institutions as green environmental certification. Among them, the most outstanding one is to pass ten national compulsory standards, which is said to be "Green ten ring" certification. Trick secret 3:
In this regard, an industry insider revealed that it is easy to obtain these environmental protection signs and certifications. There are two main methods. One is to find some associations and social institutions to make fake environmental certification marks; Another trick is to simply spend money to buy the certification of relevant institutions, and the price ranges from 2000 yuan to 50 thousand yuan. If you don't want to pay and are afraid of trouble, make one up for yourself. The so-called Green ten ring is even more puzzling. Experts in the industry pointed out that in July 2002, the state promulgated and implemented 10 mandatory standard for indoor and outdoor decoration materials. In fact, this 10 standard is only the minimum standard for market access. As long as it is a qualified product, it will certainly pass. "Green ten ring" requires the whole process control from design, production, use to treatment. It not only requires products to eliminate pollution at the production stage, but also requires products to minimize the harm to the environment when they are used and disposed of. So "Green ten ring" certification is much stricter than 10 standard certification. Therefore, so far, only a few enterprises have really obtained the "Green ten ring" logo. Therefore, it can be concluded that most of the so-called green products that are certified as "Green ten ring" in the market are self-styled, and some may only pass the 10 mandatory standard certification. Skill analysis:
Looking at the list and awards in the industry, the most unconvincing thing is that the selection method is opaque, and most of them are not based on a scientific and systematic research process. Only a few professionals and media people make subjective comments, and the results are often unsatisfactory.
At present, the awards and lists created by most media and organizations seem to be on a whim, and some small websites have to make selections even if they can't master scientific and systematic market research, which is a sign of lack of integrity.
Many small websites often put several well-known flooring companies on the list in order to strengthen their persuasiveness when selecting their annual list or awards, but these companies probably don't know that they have won the list or awards at all.
Industry awards can't be said to be completely undesirable, but without a fair selection process and scientific selection and inspection, the award-giving behavior will be reduced to chicken ribs and won't be supported by the public and the industry.
It can be said that even if the selection methods of these awards are fair enough and the market research is professional enough, it is difficult to instill such a huge amount of information into consumers at one time, so that they can screen out what they need, not to mention that there is still a lot of water in business operations. And for enterprises, this kind of award is evaluated every year, and everyone has a share. The honor it brings to the enterprise is not great, and it can even be said to be dispensable.
Consumer guide:
As a businessman, it is understandable to participate in the official awards selection of some domestic and international authoritative departments. Really can get the official awards organized by domestic and international authoritative departments by virtue of its own quality, and being famous in a certain field or recognized by authoritative departments will undoubtedly improve the value of products. However, honesty is the foundation of an enterprise. As a businessman, you should understand that only the honor won by strength has permanent vitality, and only the truly high-quality products can win the long-term favor of consumers.
Of course, as consumers, we must also treat "international awards" rationally, improve our ability to distinguish the authenticity of awards, and never be confused by all kinds of false "international awards" when purchasing goods.