Direct reporting network in Beijing in December 1st (twenty-first Century economic report) was raging in the township market water purifier scam, and now through the Haier, the United States, GREE's three major household appliance giant brand effect, further spread.

Recently, the twenty-first Century economic report reporter learned from Guangdong, Hunan, Shandong, Sichuan, Hebei, Jiangxi, Hubei, Liaoning Province, more than 100 consumers in multiple channels for complaints complaints Haier, Midea, GREE agents to "customer daxiehui" name by deceptive marketing practices to promote the reverse osmosis water purifier. The complainant requests the refund and apology brand.

According to the description of a number of complaints, the three major home appliance giant marketing model with the 2014 -2015 years in the country's rural areas raging water purifier scam similar. By the electrolysis of water test, can make the red, black and green impurities in tap water, and the water purifier sale personnel are using the "water test" test to deceive consumers, deliberately exaggerating the quality problems, to induce consumers to buy the product.

In 2014, a number of agencies have revealed that such a fraud, but did not stop the spread of fraud. Now, this method has been the three major home appliance giant agents learn. After some of the complainant was misleading, with 3500 yuan -4000 yuan price of about 1000 yuan to buy a water purifier, or have been delisting of the product.

At present, the vast majority of the complainant has received a refund.

Water purifier will sell

Water purifier, air purifier, the household electrical appliance industry as a new industry. In October 2016, Jingdong mall, CCID Institute of Beijing PRC, market research company jointly issued the "air purifier water purifier guide", the PRC forecast, 2016, retail sales of air purifier retail sales will reach 5 million 880 thousand units, 14 billion yuan, an increase of 14.2% and 19.3% respectively. Water purification equipment retail sales will reach 28 billion 500 million yuan, an increase of 24.7%, and in recent years has maintained a rapid growth.

It needs to be pointed out that the water purifier market still has great potential, the report pointed out that in 2015 the water purifier rate of about 15% in Beijing, Shanghai, the popularity of Guangzhou's three largest city in China, the overall penetration rate is only 3% to 5%, far lower than developed countries.

The market demand caused by breaking the reform of marketing model, with "customer appreciation" the name of the meeting marketing has become a new marketing mode. In the three or four line of the city, consumers lack of water purifier cognition, the household electrical appliance enterprises brand appeal to attract consumers to have spare time to participate in activities, which is sufficient to water purifier promotion provide more space to play. In the United States, for example, according to reports, the United States from the start of the June 2015 Tiger wing action, the most efficient one month to carry out activities in 1800 games, to create sales of 70 million.

Of course, will be sold is not the first home appliance giant, 2012-2014 years has been born in the country engaged in a large number of professional sales team, the company. Reporters in the business name of the consulting was founded in 2014, claiming to be "the first national water purifier sales team will" Kay Meinuo, the company staff told reporters: "water purifier belongs to non household appliances required, in store for the effect is not good. But behind the water purifier and contain health, high-tech and so the concept in marketing can make a fuss. And, with cheap gifts can attract a lot of offline traffic." Most of the store's monthly sales can not even sell the results.

However, because the identification ability of the three or four line of the city is relatively low, consumer information asymmetry, and weak supervision, will sell mode quickly dragons and fishes jumbled together. In order to meikainuo as an example, the company staff told reporters: "the purchase price of 800 yuan less than the product, the company's official website will be the price of 8000 yuan, will be sold to 3000 yuan price" discount "." While in the United States, the case of Haier, a variety called "the official price of more than 6000 yuan of products sold to 3400-3500 yuan price and agents basically will emphasize this product would have been listed for several months, Haier HSNF-300P8 as an example, the official price 6633 yuan, and for a few agents month of activities has been declared" the market two months later". Jingdong and similar priced products, its hardware configuration is far ahead of the product, and the water is more than 10 times the amount of.

In addition, in all the United States, Haier's complaint cases, have emerged as a misleading way to test the water electrolysis water test.

Consolidation agent

Before Haier, the United States, GREE, this marketing approach is common in unknown water purifier brand. Needs to be pointed out that in China, engaged in water purifier business has more than 3000 industries, uneven in quality. In the WeChat public number, the media will be issued on alert, water purifier scam came to my town (city), and so the warning articles.

According to the State Administration of quality supervision, inspection by the end of 2015, the quality of water purifier is worrying. 27 sampling companies, only 14 qualified, 13 failed. At present, the water purifier industry threshold is not high, and the market is fragmented, although experienced multi round of competition, but did not quickly survive the fittest, the formation of a unified quality standards. Moreover, the current domestic water purifier production and sales of enterprises generally smaller, and the vast majority are still in the growth stage. This situation is difficult to change in the short term. One of the reasons is uneven in quality industry, water purifier market penetration rate is low.