One: Brand Fraud
When discussing the specific issues within the wooden door industry, one of the first problems that come to light is the widespread and recurring issue of brand fraud. Despite the cancellation of labels like “China Famous Brand†and “National Inspection-Free Products†due to quality issues in the food industry, many merchants still use these terms as marketing gimmicks. There are also brands claiming to be among the "Top 500 Chinese Brands" or "Top Ten Wooden Door Brands." Some of these are just a few small companies joining forces to create a false image, while others simply pay for the title. Industry insiders have expressed frustration, stating, “There's too much fake information. A small wooden door factory with a production capacity of less than 50 million yuan claims to be in the Top 500 Chinese Brands. How many wooden door brands are there in China? It's hard to believe they're all top-tier.†This kind of misleading advertising can easily deceive consumers who aren’t well-informed.
Two: Fake Endorsements
Many home furnishing companies rely on celebrity endorsements to boost their brand image. However, this practice has become overly common, leading some newer companies to struggle finding unique spokespeople. Currently, it's estimated that over 100 different celebrities represent various wooden door brands. Industry insiders note that many of these celebrities don't even know the brands they're endorsing. Some are paid by brokers to use their images without proper understanding of the brand. Consumers often assume these endorsements are genuine and trust the stars, only to later face product issues and complaints. The government has introduced policies requiring endorsers to take responsibility for the brands they promote, and if there are problems, they could also face joint liability for false advertising. This move aims to reduce such deceptive practices.
Three: False Advertising of "Lifetime Quality"
To gain customer trust, some wooden door companies claim to offer ten-year, twenty-year, or even lifetime warranties. However, industry experts point out that the national warranty for reinforced wooden doors is typically just one year. Companies offering lifetime guarantees may not be able to fulfill them in the long run, as some may change brands after a few years. Additionally, these guarantees often come with conditions—such as excluding damage caused by improper installation, maintenance, or usage. While the company may claim to cover quality issues, consumers may end up paying for repairs. This type of advertising is misleading and should be approached with caution by buyers.
Four: Confusing Brand Names
Industry insiders have noted that some consumer complaints stem from misleading brand names. For example, products labeled as "rich wood," "ivory wood," or "gold wood" may not actually be made from those materials. These names are often used to trick consumers into thinking they are purchasing high-value wood. One example is when a common species like Ganba Bean is rebranded as "Jin Buo," making it appear more valuable. Similarly, birch might be sold as cherry or maple, and Southeast Asian wood might be falsely labeled as imported rosewood or teak. These tactics confuse customers and lead to disputes after purchase.
Five: Falsifying Foreign Brands
Many consumers prefer foreign brands, leading to an influx of imitations in the domestic market. Industry insiders warn that some products are clearly made domestically but are labeled as foreign imports. For instance, some wooden doors are manufactured in China but registered under foreign companies and then sold back as "imported goods." This is especially common in smaller cities, where consumers may not be as informed. The industry advises buyers to research thoroughly and understand the true origin and reputation of the brand before making a purchase.
Six: Overemphasizing Formaldehyde Content
Formaldehyde levels are a major concern for consumers during home decoration. While the wooden door industry has promoted low-carbon and eco-friendly options, there’s now an overemphasis on formaldehyde content. Labels like "E0," "Super E0," "F4," and even "Zero Formaldehyde" are being used aggressively, confusing consumers. Experts clarify that formaldehyde is naturally present in wood products, and claiming zero is misleading. As long as it meets the E1 standard, it’s safe. Exaggerating formaldehyde levels is not only inaccurate but also a way for companies to stand out in a competitive market.
Seven: Rebranding Old Products as New Concepts
Due to fierce competition, many companies try to innovate by creating new concepts. However, some resort to misleading tactics. For example, solid wood composite doors, which were traditionally sold abroad, are now rebranded as "solid wood doors" or "real wood doors" to appeal to local preferences. Some are just strengthened doors with decorative stickers, giving the illusion of real wood. Others use fancy names like "laser doors" or "ecological doors" without delivering real benefits. These tactics mislead consumers and distort the actual value of the product.
This article comes from China Wooden Door Network, China's well-known wooden door industry portal website! (http://) Detailed reference: http://
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