Furniture stores serve as promotional platforms for new standards. The spontaneous promotion of high-quality express cards by mahogany furniture companies helps shape brand images and enhance market competitiveness. Meanwhile, mahogany furniture stores that house multiple brands treat this as a key task to supervise enterprise compliance, laying the groundwork for a favorable mahogany consumption environment. As Ren Chengzeng, former vice president of Home, told reporters, it encourages businesses in the Redwood City Hall to better understand and implement the "General Technical Conditions of Redwood Furniture," while introducing consumers to the changes brought by the new standard.
Jiang Dingsheng, general manager of Redwood Street, mentioned during the forum that in September, the store organized a training session for redwood merchants on the new national standard. Redwood experts were invited to explain the specifications in the new standard, including how to fill out the wood and tree species in sales contracts, how to produce compliant quality express cards, etc. "While some companies in the store already have product express cards or certificates of qualification, they might not fully meet all requirements. Hence, the store allows them to design their own quality express cards based on their actual circumstances, incorporating their business philosophies and adopting different styles, yet ensuring compliance with the new standard."
Zeng Yongjie, general manager of Hongbo Pavilion, stated that most redwood merchants are aware of the new standard, but some might not have fully embraced it yet. Therefore, the store should play an active role in promoting it. "In principle, we need to ensure businesses understand this content. First, we promote the new national standard, then invite experts and scholars to offer suggestions and engage merchants in deeper discussions. Our main focus is on creating awareness and an atmosphere where merchants feel compelled to act quickly. If we merely force implementation without consensus, it could lead to compromises during execution. Thus, many activities now held in the store aim to actively promote the new standard, using this platform to inspire merchants."
Industry perspectives suggest that the new mahogany furniture standard benefits enterprise management. It pushes the management level of enterprises to a higher level, much like a ruler setting benchmarks. Established international brands already follow normative standards. Although the latest mahogany furniture standard may have some imperfections, we can continuously refine and upgrade it. It's unrealistic to expect immediate perfection. Facing reality, enterprises must implement the new standard, with quality express cards accompanying products serving as permanent guarantees. Companies remain accountable if issues arise within the warranty period. Currently, we're in the implementation phase, with all products equipped with instruction manuals, product qualification certificates, anti-counterfeit labels, and registered trademarks—requirements set by the national mahogany standard. These documents are complete and made to national standards.
The new standard also encourages enterprises to improve after-sales service quality. Promoting the new standard in Beijing isn't overly challenging, given the professionalism of its consumers who often consult professional books. They are rational and possess a strong sense of rights protection, though regional differences in awareness might affect implementation. While implementing the new standard isn't problematic, there are confusions in practical application. Marking tree species is a significant advancement, yet many customers require inspection reports from relevant departments, which may not be feasible due to current technological limitations.
When dealing with redwood consumption disputes, a humanized approach is ideal. No craftsmanship is flawless, even palace artifacts have imperfections. Thus, sales staff shouldn't overemphasize product features, as material is just one factor. Customers value process and craftsmanship as well. Companies should adhere to national standards without exaggerating or deifying materials to avoid future disputes. Since identifying tree species remains technically challenging, it's unreasonable to place all risks on enterprises. Instead, we propose repairing or returning products if consumers raise concerns and the company is still operational. Hence, humanized resolution is the best way to handle disputes between enterprises and consumers.
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