Secret: The truth behind the Shanzhai sanitary ware is low cost and profitable
Someone also made counterfeit toilets and faucets? Recently, Foshan, a major domestic sanitary ware producer, has jointly detected a large-scale case of manufacturing and selling counterfeit sanitary ware in many places, and seized finished and semi-finished sanitary ware products and semi-finished products of counterfeit famous brands such as “Dongpeng” and “Wrigley” 1000 Many, and a large number of raw materials and machines, were involved in the case worth more than 12.1 million yuan. Industry analysts pointed out that the demand for non-smart toilets is large, the price is high, and the manufacturing threshold is low, which has become the hardest hit area for the manufacture and sale of building materials products.
Fake brand-name sanitary ware appeared in many places
In early October last year, Foshan, together with Pengzhou in Sichuan, Suqian in Jiangsu, Yinchuan in Ningxia and other provinces and cities, dispatched more than 100 police officers to successfully detect a large case of manufacturing and selling counterfeit registered trademark products, and seized counterfeit “Dongpeng”, “Wrigley” and other brand sanitary wares. There are more than 1,000 finished and semi-finished sanitary wares, as well as large quantities of raw materials and machinery, with a value of 12.1 million yuan.
Compared with the frequent exposure of counterfeit and counterfeit products such as cosmetics and daily chemical products, the detection of counterfeit and counterfeit sanitary ware products is actually not a case. At the beginning of this year, Shandong Dezhou Public Security Bureau cracked a case involving a counterfeit registered bathroom trademark of more than 300,000 yuan, and successfully destroyed a fake den in Guangzhou; in July, Fujian Nan’an Public Security Bureau detained a batch of counterfeit listed brand Zhongyu bathroom products. More than 10,000 counterfeit sanitary products, worth more than 900,000 yuan, and a large-scale counterfeit factory specializing in the manufacture of counterfeit sanitary wares from Zhongyu Sanitary Ware was seized in September; in September, Jiangmen Intellectual Property Office and the Municipal Anti-counterfeiting Office formed a joint inspection team. Go to Heshan City to carry out a special inspection of patent counterfeiting in the hardware and plumbing industry.
According to the person in charge of the relevant department, sanitary ware is a necessary sanitary ware for every household. The amount of sanitary ware is relatively high. It has always been the hardest hit area for counterfeit cottages. This year, local governments have jointly cracked down on counterfeiting and illegal vendors in the sanitary ware industry, and the seizures are only the tip of the iceberg. . In the past, 70% of domestic sanitary ware came from Foshan. In recent years, there have been multiple production bases in Foshan, Jiangmen, Chaozhou, Quanzhou, Fujian, and Tangshan, Hebei. Many brands have specialty stores across the country. This has led to the production and sale of counterfeit products everywhere. The government’s crackdown on counterfeit and shoddy sanitary ware products has increased the difficulty.
Sanitary ware counterfeiting has large profit margins
According to the reporter’s understanding, the counterfeit Dongpeng, Wrigley, and Zhongyu brands are all first-line brands in the domestic ceramic tile and bathroom industry, among which Dongpeng Holdings is a listed company on the Hong Kong Stock Exchange. Data show that in 2015, Dongpeng’s brand value reached 16.632 billion yuan, ranking first in the ceramic industry; Wrigley Sanitary Ware is a well-known domestic bathroom brand, with a brand value of 8.521 billion yuan in 2014. Zhongyu Sanitary Ware is the ** Chinese bathroom listed in Germany. The company has a good market share and reputation in East China and North China markets.
Yin Hong, deputy secretary-general of the China Building and Sanitary Ceramics Association, pointed out that toilet sanitary ware has always been the hardest hit area for counterfeit counterfeit products. The fake toilet and faucet products are bright in appearance but rough in the inside. Many hardware, valves, glazed surfaces, and copper cores are of poor quality. If parameters such as pipe diameter are not up to standard, quality problems such as glaze peeling, copper oxidation, valve failure, and toilet blockage are prone to occur in citizens’ daily life. If left unchecked, it will not only cause the rights and interests of consumers to be infringed, but also undermine the popularity and reputation established by the sanitary ware brand, and disrupt the image and development order of the entire sanitary ware industry.
Industry insiders told reporters that the average price of ordinary one-piece toilets from well-known domestic brands such as Wrigley, Dongpeng, Faenza, Hengjie, and Jiumu is around 1,500 yuan per piece, and the price of low-end products for promotion is between 800 and 1,000 yuan. Around, the smart toilet sells for more than 5,000 yuan/piece. The manufacturing and operating costs of counterfeit sanitary ware vendors are very low, but they are sold at the prices of first-line brands and can make huge marginal profits. Counterfeit famous brand faucet products cost tens to more than a hundred yuan, but they are sold at a few hundred to thousands of yuan in specialty stores.
The imitation ability of bad businesses is too strong, and well-known sanitary ware companies and consumers are often overwhelmed. Some unscrupulous merchants usually sell counterfeit sanitary products in the form of embezzlement of trademarks to fake the authenticity, confusion of grades, shoddy products, evasion of detection and ignorance of standards. These methods are bothering consumers and invisibly affecting the sanitary industry. healthy growth.
Go to the specialty store to buy the quality is guaranteed
Sanitary ware counterfeiting is rampant in other places. Has it flowed into the Guangzhou market? How do major sanitary ware brands in Guangdong prevent counterfeiting? How to ensure the authenticity rate of products in specialty stores?
Zhang Yi, general manager of Guangzhou Branch of Dongpeng Holding Co., Ltd., told reporters that since 2010, all Dongpeng sanitary ware and ceramic tile products ordered in Guangzhou will be shipped from the Foshan factory, eliminating the possibility of mixing by some agents. Fake price behavior, Dongpeng currently has 44 specialty stores in Guangzhou, all of which are directly operated stores and single-brand specialty stores represented by distributors. However, some building materials shops on the street, as agents of multiple sanitary ware brands, may be adulterated and sold fake products.
For decoration consumers, the channels that may purchase counterfeit brand-name sanitary ware include decoration guerrillas and small and medium-sized decoration companies. Many consumers nowadays, because they don’t have time to purchase and are unfamiliar with decoration materials, they will choose to let the decoration company contract labor and materials, and let the decoration workers help purchase decoration materials, toilets and faucets.
Although the brands of sanitary ware and other products are stipulated when the contract is signed, in the actual installation process, because the owners are often not on-site, this creates opportunities for counterfeiters to collude with the decoration guerrillas to sell counterfeit brand-name sanitary ware products. Experts remind citizens that when buying sanitary ware, it is best to go to a sanitary ware brand store in a professional home building material store.
The phenomenon of cross-border and famous brand happens occasionally
Because ceramic tiles and sanitary ware are similar in raw materials and have a strong correlation, many companies produce both ceramic tiles and sanitary ware. In recent years, as many ceramic tile companies have expanded in scale and went public, the product structure of these companies has gradually extended to the field of sanitary ware. For example, dozens of well-known brands such as Dongpeng, Wrigley, Xinzhongyuan, Faenza have both ceramic tile products and sanitary ware products.
The mutual penetration and extension of ceramics and sanitary ware brands has brought opportunities for criminals. XX sanitary wares are made out of thin air by famous brands. Consumers can’t tell which sanitary ware brands are products of well-known tile brands and which sanitary ware brands are fake brand names.