How are the “Top Ten Brands” released? -- Unannounced visits by brand selection agencies

Comics: Tailored. Xinhua News Agency issued Jiang Yuexin

Xinhuanet Beijing, November 5th (Xinhua News Agency "Xinhua Viewpoint" reporter Li Yanan, Xi Min) "Top Ten Brands " are flying, consumers are dazzled. On October 6th, the Xinhua Viewpoint column published a report on "The Cats Behind the Top Ten Brands", which initially unveiled the chaos in this market.

How are the "Top Ten Brands" of various categories evaluated? What are the unknown insiders? What is the background of the selection body? The reporter continued to investigate and visit.

Certificate-limited limited time factory data can be used for quality inspection report

In the list of unqualified samples of furniture products released by the Guangdong Provincial Quality Supervision Bureau recently, there is a problem that the youth furniture products named "Angel's Dream" are not qualified for "warning signs and formaldehyde emission". And the company's Web site shows that the product obtained by the China Light Product Quality Assurance Center (hereinafter referred to as light warranty) awarded the "China Famous," "quality reliable products", "China's outstanding green products" three certificates.

The brand honor is added, but the quality is not qualified. It is inevitable that people doubt the authority and impartiality of the selection. The reporter found that many companies have received honorary certificates issued by China Light and Light Quality, covering furniture , jewelry, health care products and other industries. So, how does the center perform brand certification?

The reporter called the center in the name of a manufacturer of porcelain crafts, and consulted for brand certification. A Ms. Liu introduced that they can apply for 20 qualifications, such as “China Famous Brand”, “China Quality Product”, “National Quality Trustworthy Product” and “Top Ten Brands of National Porcelain Product Quality Notarization”.

The reporter said that he wants to apply for "China's famous brand" and "National porcelain product quality notary top ten brands". Ms. Liu said that each item is 5,000 yuan, which is the preferential price for small and medium-sized enterprises as of the end of this year. After the preferential policy is cancelled next year, it will rise to more than 10,000 yuan.

The reporter asked how to apply? Ms. Liu said that as long as the company profile, business license, tax registration certificate, trademark registration certificate, test report and other photocopies are stamped or mailed to the company's official seal, they will inform the bank account after the approval, the company will pay the funds. You can get the certificate.

The reporter asked what if there is no test report? Ms. Liu said that if there is no industry standard in the porcelain industry, it is only necessary to issue the product data or the contract signed with the customer to prove that you are making it according to the customer's requirements.

Subsequently, Ms. Liu sent a price list, application form, certificate sample and other materials. The reporter found that the center issued a notice to the enterprise by imitating the government's red-headed documents, requiring the company to actively participate in the declaration of various qualifications. In addition to the qualified name, the certificate sample sent by it also has a number, an anti-counterfeiting mark, and an expiration date. Ms. Liu told the reporter that the certificate has two A4 papers, which are made of special security paper and are valid for 18 months.

Since then, Ms. Liu has repeatedly called for reminders, and has repeatedly stressed that “materials related to enterprises are provided, and those that are not involved are not provided.”

Certificates can be customized and discounted

If it is said that the light weight insurance can be used for the payment of money, the other institution that the reporter has unannounced visits is even more exaggerated. Not only can there be no quality inspection report, but it can also apply for the "National Authoritative Testing Quality Qualified Product" certificate, and it can also be tailor-made for enterprises. Certificate.

The reporter found that the organization named "China Famous Brand Product Cultivation Committee" also issued brand certification certificates for many companies. Li, a person in charge of the South China office of the agency, posted on a trade website that he can help enterprises to handle 52 items including “National Consumers Reassuring Brand”, “National Top Ten Brands” and “National XX Top Ten Famous Brands”. Brand certificate.

The reporter got in touch with Li as a person in charge of a classical furniture production enterprise with annual sales of 20 million yuan. Li showed the reporter more than ten copies of the certificate of “China Famous Brand Product Cultivation Committee”. Among them, a furniture factory in Dongguan, Guangdong Province handled the “China Famous Brand”, “China Green Environmental Protection Product”, “Quality, Service and Credit AAA Enterprise”. 》3 certificates.

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