The "Golden September and Silver 10" decoration season has just passed, and consumer disputes caused by various problems in the decoration industry have also begun to emerge. In recent years, the rapid development of whole-house home customization is undoubtedly the first to bear the brunt, and it is difficult for the industry leader Ou Pai Home to be immune to it.

In Consumer Report's own official complaint channels, gathering complaints, black cat complaints and other platforms, we can see that there are many consumer complaints against European-style furniture, mainly involving product quality defects, failure to deliver and complete the goods according to the agreed time, and dealers' suspected "running away". As of press time, there have been more than 340 complaints about European-style home in black cat complaints.

Correspondingly, the rapid expansion of European-style homes has never stopped. According to official data of Ou Pai Home, by the end of 20 19, the number of its distribution stores had reached 7062. In the first three quarters of 2020, the company achieved an operating income of 9.732 billion yuan, a year-on-year increase of 2.06%. In the month of 1 1 this year, the market value of European furniture once exceeded 80 billion yuan.

The rapid development of European-style home has aroused doubts about its "sacrificing quality for scale". In addition to the above-mentioned consumer complaints, in recent years, many market quality inspection departments have repeatedly announced that the products of Oupai Home are unqualified. According to Tianyancha data, Oupai Home has been involved in thousands of lawsuits, among which trademark infringement and sales contract disputes are the main reasons.

In fact, the current situation of European-style home is only the tip of the iceberg of the extensive development of home customization industry. The mode of OEM and dealer opening stores has not only brought huge profits to European Home Furnishing, Sophia, Shangpin home delivery and other enterprises, but also made them uneven in basic services such as product quality and after-sales service. In addition, the increasingly popular hardcover room products also make the home customization industry stand in the middle of a new crossroads.

In response to the above problems, Consumer Report sent an interview letter to Oupai Home, but no reply was received before the press release.

"Choose the right goods and come to Europe" and "have a home and love Europe". The above slogan has been deeply rooted in the hearts of the people with the rapid expansion of European-style home. However, this industry leader has been frequently exposed to problems such as quality and "running the road".

On the platforms of gathering complaints and black cat complaints, we can see that there are many consumer complaints against European-style homes, mainly involving product quality defects, failure to deliver and complete the goods according to the agreed time, and dealers suspected of "running away".

Let's talk about product quality problems and design defects first. According to Qingdao Radio and Television Station, Mr. Liu, a Qingdao consumer, spent more than 27,000 yuan to choose the customized furniture products of Oupai Home, and completed the installation of furniture in September this year. However, after installation, Mr. Liu found that five parts of the furniture were inconsistent with the design drawings, and seven parts were incomplete, damaged and irregular. 20 19 12 according to the financial channel of China. com, the terms of the contract signed by Mr. Zhang, a consumer, and Ou Pai Home were implemented with the abolished national standards as quality standards.

In addition, the problem of European dealers "running away" has also aroused widespread public concern. 2065438+July 2009, some media exposed that many European-style home furnishing dealers in Baotou, Inner Mongolia were suspected of "running away with money", but many consumers came to protect their rights and saw empty storefronts. Oupai Home responded that it had sent a working group to the local area for emergency treatment at the first time and immediately reported the case to the local public security organ in Baotou City. According to the public security organs, the original dealer of Baotou Oupai wardrobe was suspected of contract fraud and has been criminally detained.

Coincidentally, according to the Straits Metropolis Daily, in July 2065438+2009, the European-style wardrobe store of Red Star Macalline in Shang He Town, Changle District, Fuzhou was also suspected of "running away". At the time of the incident, many consumers still had not received the customized furniture products. In August 2020, "Baotou News" reported that some consumers still refused to deliver the European bathroom products after purchasing them for more than one year, but the dealer said that "there is no money to refund".

In fact, the above problems are not unrelated to the OEM mode of Oupai home and the management mode of dealer stores. Some insiders pointed out that OEM furniture products, actively absorbing decoration shops into their own operating system, have brought rapid development to European-style homes, but problems such as product quality defects and low after-sales service are also inevitable side effects, which has become a common problem in the home customization industry.

In addition to disputes with consumers over rights protection, Consumer Report combed the public data and found that Oupai Home was named by the market supervision department for product quality problems many times.

20 17 17 Inner Mongolia Autonomous Region Administration for Industry and Commerce informed that several items of powerful range hoods produced by Oupai Home were unqualified, and the nominal production unit was "Guangdong Oupai Technology Co., Ltd. as the producer, and the manufacturer was Zhongshan Yililai Electric Appliance Co., Ltd."; Another household range hood was also found to be unqualified. The nominal production unit is "Guangdong Oupai Electric Appliance Co., Ltd. (manufacturer), and the manufacturer is Zhongshan Meiou Electric Appliance Co., Ltd.".

On February 8, 20 18, the quality supervision and spot check results of wooden door products released by the former Shanghai Quality Supervision Bureau showed that a solid wood composite door with the nominal trademark of "Oboni", the specification model of "Longines/Su Xiangtong PWMA 00 1" and the manufacturer (nominal) of "Oupai Home Group Co., Ltd." was unqualified.

On September 29th, 20 18, the State Administration of Market Supervision released the list of the third batch of unqualified tableware disinfection cabinets in 20 18, among which the "Oupai ZTD 105-A6 18" embedded disinfection cabinets produced by Oupai Home Group Co., Ltd. were unqualified.

Liang Zeng, a home appliance analyst, pointed out to the media that in recent years, in order to further improve the sales scale, European has paid too much attention to investing funds in rapid business expansion, which is not conducive to the improvement of product quality in the long run. Because the furniture industry is essentially a traditional industry, the update iteration speed is very slow. For consumers, whether there is excellent process quality is the key to measure whether an enterprise is trustworthy.

Corresponding to the quality blacklist, the rapid expansion of European-style home has never stopped.

According to the official data of Ou Pai Home, by the end of 20 19, its distribution number had reached 7062. The report on the third quarter of 2020 released by Oupai Home Furnishing shows that the company's revenue in this period is 4.766 billion yuan, up by 18.40% year-on-year, and its operating income in the first three quarters of 2020 is 9.732 billion yuan, up by 2.06% year-on-year. In the month of 1 1 this year, the market value of European furniture once exceeded 80 billion yuan.

In addition, in order to adapt to the latest development of the decoration market, Oupai Home has also taken some positive measures, including launching a high-end brand-Platinum, playing the slogan of "I hope the world will be formaldehyde-free" and launching corresponding formaldehyde-free products. As for the effect, it needs to be constantly tested by the market and time.

In fact, the current situation of European-style home is only the tip of the iceberg of the extensive development of the whole house furniture customization industry. The mode of OEM and dealer opening stores has not only brought huge profits to European Home Furnishing, Sophia, Shangpin home delivery and other enterprises, but also made them uneven in basic services such as product quality and after-sales service.

Some insiders pointed out that the home improvement enterprises represented by Oupai Home mainly adopt the mode of third-party OEM, and the product quality may be difficult to guarantee. Although Ou Pai Home has repeatedly publicly stated that OEM is only the company's auxiliary production mode, OEM products are mainly parts of integrated cabinets, integrated bathrooms and other products, which do not involve the whole production process of the whole set of products, nor are they the core competitiveness of the company. The company does not have a significant dependence on OEM enterprises. However, the product quality problems exposed from time to time still failed to dispel consumers' doubts.

In addition, home improvement enterprises generally adopt the offline sales model of "official direct stores+dealer stores". However, dealers are frequently exposed to the problem of "running away", which undoubtedly reflects the lack of management of dealers by related enterprises.

In fact, home improvement enterprises can completely control the people, money and things in their stores, formulate detailed pre-sales, mid-sales and after-sales services, and conduct unified management of shop assistants. However, in terms of dealers' stores, once the dealers are lacking in hardware (store facilities, product quality) and software (personnel quality, service level and daily management), enterprises will encounter various difficulties in self-examination and self-correction measures for dealers. Judging from the various problems exposed by European-style home furnishing dealers, their control power at the sales end is likely to decrease with the rapid increase of dealer stores, which has always been a common problem in the home customization industry, and there is nothing they can do in the short term.

To this end, some legal people remind consumers that the whole house custom furniture products generally take the form of prepaid transactions, and the transaction amount is large. Consumers must understand the details of the sales contract and reach a written agreement with the merchants on the renovation cost, renovation date and return measures. In the event of a dispute, it should be reported to the consumers' association in time, and a lawsuit can be brought to the people's court when necessary.