Last month, Swedish home furnishing retail giant IKEA released news that two children's beds with design flaws were recalled between April 2011 and May 2013 in 17 countries around the world. The reason is that IKEA has received seven reports that the broken fence of the children's bed and the metal rod of the bed frame are broken, and the sharp edges are easily cut.
According to IKEA, IKEA decided to recall the children's bed despite the fact that no one was injured. According to media reports, the two children's beds have sold about 200,000 copies worldwide, including about 6,000 in mainland China. Customers who purchase the problem bed can contact the local IKEA store and choose a free home repair or full refund service.
In the face of the recall announcements of frequent media in the automobile, FMCG, home appliances and other industries, and the several recalls of the “foreign households†IKEA in the home industry, people can’t help but ask, there are so many furniture and building materials companies in China, why not listen to them. Have you said that they recall products?
Look at the recall
Furniture companies have different ideas
When talking about the reasons for the rare recall incidents in the domestic furniture industry, Zhou Kaijun, general manager of Feimei Furniture, believes that the furniture industry is a traditional industry, which is reflected in the fact that the production methods of furniture are relatively simple and the production process is relatively simple. “Unless the home has some design or material innovations, or because the new standard has unified standards and found that the previously produced products are unreasonable or non-compliant, there are hidden dangers that need to be adjusted.â€
In the interview, some furniture companies understand the furniture recall is an upgraded version of the furniture repair, replacement, return "three guarantees", "may be due to the furniture three packs of service earlier, the regulations are also relatively sound, the furniture three bags in There are times in the industry, so furniture recalls are rare.†Others in the industry believe that furniture recalls are essentially different from the “three guarantees†of furniture. The reason is the predictability, initiative and extensiveness of furniture recalls. Sex.
Wan Hualong, deputy general manager of Red Apple Furniture, analyzed that the IKEA recall incident believed that the production volume of single furniture products of domestic furniture enterprises may not be as large as that of IKEA. “Like one of our products, a batch of about 100 pieces is produced, and then according to market sales and Order quantity reproduction is 100 pieces." Most furniture manufacturers will not produce a single product of a thousand models at a time. "The warehouse is full, can't sell it?" Wan Hualong said with a smile.
Industry insiders told reporters that compared with the automobile industry that has been frequently recalled in recent years, the furniture brands are obviously more, the products are eliminated and updated faster, resulting in a larger total production and sales of furniture, and the average selling price is far less than the car. These characteristics of the furniture industry have caused the flow of furniture products to be less easy to monitor than the car. "The car has the engine number and the driving license number. Every car product has a registration record, but the furniture does not have these records. In the industry, in the end, it is difficult for furniture manufacturers to know where their products are or how many are still being used. This has made many furniture companies think that furniture recalls are difficult to implement and have little effect.
Implement a recall
Need to rely on the comprehensive capabilities of the enterprise
In Zhao Ruihai, chairman of Beijing Qumei Furniture Group Co., Ltd., the recall is a sign of a mature industry. The company actively recalls when the product has hidden dangers, which reflects the responsibility and attitude of the enterprise to protect consumers' rights and interests. It will not only have a negative impact on the brand, but also win the trust of consumers.
Furniture recalls require the comprehensive capabilities of the company to support it. Zhao Ruihai analysis, first of all, enterprises must have a comprehensive product after-sales service tracking system, through similar customer complaints, after-sales return visits and other means to know the possible product defects, then organize the data, analyze hidden dangers, and carry out technical evaluation before they can identify the product in design. Or defects in the process, after the assessment of risk, take repairs, recalls, etc. to make up or preventive means.
On the macro level, the recall requires the company to have certain financial resources, organizational management capabilities and market public relations capabilities; in detail, the recall also imposes requirements on the integrity of the customer's information and the consistency of the service network.
Zhao Ruihai said: "This is a systematic and large project. It requires a special and complete system, which is very challenging. It is just like the old furniture being replaced."
Speaking of furniture recalls, an industry insider gave an example to reporters, assuming that 10,000 pieces of furniture already sold in the market were recalled, how to confirm the order batch number in the early stage, whether the recycling logistics system is sound, where to deliver, the cost of freight, the factory, Whether the warehouse can be accommodated, reused after returning to the factory, etc. are issues that enterprises need to consider in all aspects.
At present, there are few recall incidents in the domestic furniture and building materials industry, which does not mean that the industry has no problems, and does not mean that the furniture and building materials enterprises are perfect.
Of course, with the exception of how to deal with it, the two conditions of the company's attitude and ability are indispensable. "The status quo is that some enterprises want to deal with but have no ability, some enterprises have the ability but do not want to deal with it, and some enterprises have neither ability. I don't want to deal with it," said the industry insider.
Not publicly recalling companies has hidden concerns
The reporter learned that, in fact, the public announcement of the recall is almost invisible in the domestic furniture industry, but the initiative to recall this behavior has not been seen by the furniture companies. Zhu Guangyu, executive deputy general manager of Beijing Peugeot Furniture, believes that the recall of products will have two effects. One is that consumers will think that it is a kind of hype, and the other is that they are positively responsible for corporate responsibility. “Peugeot has actively recalled the products sold in the Beijing area (the wine cabinet decoration renderings) products, the area is also very wide, but there is no publicity, it is because of the concern that consumers will mistake us for big problems.â€
The recall of furniture products generally begins with a small number of users reporting product problems to the merchants. The company will then conduct a second inspection of the products. When it is confirmed that the batch products have quality defects and are likely to cause hidden dangers, they will take the initiative to notify the purchase of defective products. The consumer makes repairs or returns. "At that time, the batch of wine cabinet products was a problem with the glass plate support. If the consumer placed the item in the wine cabinet too heavy, the glass of the wine cabinet would fall." Zhu Guangyu told the reporter, "I found this problem because The sales area of ​​this wine cabinet is in Beijing. We immediately contact the consumers who bought the wine cabinets and go to the door to replace the more powerful glass flat tray."
By explaining the reasons for the replacement to the consumer in detail, including the written text and photo materials for the consumer, Zhu Guangyu found that although he paid the cost, he was rewarded. “No one consumer who did not understand, most of the consumption. The person chose to repair and replace instead of returning." Through this recall, Zhu Guangyu felt that customer loyalty did not fall and rose, and won many repeat customers. He concluded that there is no perfect product, and consumers can understand that what is truly rejected by consumers is that the company has made a mistake but has hidden it and refused to admit it. Eventually, it has caused bad and serious consequences.
Despite this, in the interview, there are still many insiders who say that the furniture recall itself is a "double-edged sword." “Some consumers will recognize the company’s responsible and honest attitude, but it may be more contrived, scaring consumers to not buy all the products of this brand.†Many furniture companies are worried "Because of small loss."
The recall is a precaution
"But all recalls are troublesome, even if they are new, they will affect consumers and cause fear." Many furniture companies surveyed said that it is best to check from the source and strive for "no recall" or "no return". Zhang Bingbing, vice chairman and secretary general of the China Furniture Association, believes that the causes of the recall include product functionality, design safety, material environmental protection and other issues, such as the recall of the car and food industry, the problem products are enough to endanger personal safety. And health. "From the perspective of the association, we encourage the furniture companies to pay more attention to safety and environmental protection when designing and manufacturing products." Zhang Bingbing said.
Liu Yang, deputy general manager of Chengwai Chengjia Culture Plaza, believes that one of the roles of home stores is to protect the rights and interests of consumers. Merchants are responsible to consumers and actively recall defective products. They should cooperate in the store. “But we try our best to avoid the quality problems of the products we sell, so we will strictly monitor the quality of the products we sell.†First, household products that do not meet the relevant testing standards and do not have a qualified test report are not allowed to enter the store, and the products must be regularly after entering the store. After sampling, the unqualified products found at this time must be removed immediately. In addition, Liu Yang also expressed concern about the possibility of secondary sales of defective products after the recall of unscrupulous furniture companies.
Red Apple Furniture Wan Hualong said that the furniture companies that really want to enlarge and strengthen their own brands in the market will regard safety and environmental protection as the first gist. When designing and producing furniture products, these companies will pay attention to the personal requirements of consumers. For example, the corners and edges of children's furniture (children's furniture decoration renderings) should be rounded or chamfered, and the choice of furniture materials. Pay attention to health and environmental protection and so on.
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The first case of the public recall of Chinese furniture occurred in 2006
According to the reporter's inspection, according to media reports, Shuangye Furniture Industry Co., Ltd. recalled a model of swivel chair product in 2006. The reason is that the company's quality supervision center found that the adhesive used in this type of swivel chair was inspected, and the adhesion of the adhesive was insufficient, which may cause seaming and drawing during the use of the swivel leg. And there is a hidden danger of breakage. This was reported as the first case for the voluntary recall of Chinese furniture companies.
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