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Into the home store, on the floor of each category, you can always see a brand that marks the star brand sold last month. In most cases, it is ranked in the top ten according to the amount of sales. In the stores where dozens or even hundreds of similar brands are grouped together, they can appear on the top ten list of sales. Naturally, they are consumers-recognized brands, which have guiding significance for consumption. Many consumers are directed at this. The list goes to sign the order. In order to win a good-looking ranking, some brands will not hesitate to create the illusion of sales by issuing a "fake order", which has become a "hidden rule" in the home industry. As a result, the rankings that originally guided consumption have become a "deceptive list" that misleads consumers.
Brand sales ranking affects consumers' choice of consumers. If it is the first time to go into the home store shopping, in addition to looking at the products, they will definitely pay attention to the last month's sales rankings of a certain category of products at the entrance or eye-catching. Although I can't look at it, I always pay attention to the top brands. The impression is that these brands are sold well, and the products are not much better. You may want to pay attention to them when shopping. The small leaderboards are fascinating and affect people's choices to a large extent.
Ms. Chen, who is engaged in post-production of film and television, has had “false positivesâ€. “At the end of last year, I bought a rough house in Chaoyang District. When I selected the main material, I went to a more famous home store. When I entered, I was blinded. There are dozens of brands in a single category. Which brand should I choose? What?†Ms. Chen told reporters that because it was the first renovation, there was no experience, and she did not know much about the home brand. Therefore, it was difficult to make a decision and chose the product to the bottom.
It was precisely at this time that Ms. Chen saw the sales list of the furniture brands placed in the elevators of the store and framed by frames. “Brand name×××, booth number×××, ranking first; brand name×××, booth number×××, second place. Looking down the ranking, there are 10 brands on the leaderboard. I think these 10 brands are definitely good brands! Good sales indicate that their products are good. Since the products are good, you can consider buying them.†Driven by this idea, Ms. Chen found that she was looking at a brand. Ranked fourth in the rankings, he resolutely placed a single order and set a set of panel furniture.
I don't think about it. One month later, Ms. Chen waited for the panel furniture, not only the wrong size, but also the special effort when pushing and pulling the drawer, not as good as the samples in the store. "I said that I want to return the order. The brand's service attitude is not good. I feel sorry after thinking about it. I really don't know how it got on the sales list."
On the "no-name" list, there is a "fake order" to help investigate. On the monthly sales list, the top three are the top 100, the Italian style and the red apple. These brands are all in the field of panel furniture. The leading brand, and the brand that Ms. Chen bought ranked fourth, and even the reporters are not familiar with it. It’s really “unknownâ€.
How did a "no-name card" board the leaderboard? Is it really a salesman who has a great power and created a miracle? The insiders revealed that miracles are definitely there, but they will not be seen more often. More often, they are a kind of fake sales. Some stores have realized a unified cashier, and the sales rankings released through the neutral platform of the store have great credibility for consumers. Therefore, some brands will not hesitate to open a “fake order†in order to win a good sales position. Drive sales and get an opportunity to appear on the sales leaderboard.
According to reports, there are two kinds of "fake orders" that are used. One is the transfer of orders - a part of orders in multiple stores in a city is concentrated in a specific store, thereby obtaining the result of soaring sales of the store. Get a good ranking with a huge increase in sales; the other is to find a child to make a fake – perhaps the staff themselves, perhaps hired from outside, signed a fake sales contract with the mall, and thus the statistics in the store This has resulted in huge sales and a good sales ranking. The first order is still true, the consumer is actually there, but it is a transfer within the company. If the company can manage without any omissions, the impact on the consumer is not too great, and there are more orders here. , boarded the leaderboard, there are fewer orders there, it is difficult to show up on the leaderboard, even if it is misleading consumers, it is very limited. The second type of order is a complete fraud, which makes it easy for consumers to trust the fake brand and is quite lethal to consumers.
The low cost of fraud has contributed to the “fake order†rampage, which is used to guide the sales ranking of consumption, as some merchants create “false orders†that are no longer so credible. But most consumers are unaware of it and still dedicate their trust to individual counterfeiters. The reason for the “fake order†is that the cost of fraud is too low compared to the gains obtained.
Home sales are generally paid when the order is signed, and the balance is paid when delivered. Although the store has a unified cashier, it is often a deposit, and the balance is collected by the brand when it is shipped and installed. When the store counts sales, it is calculated based on the contract amount. According to the convention, the deposit must be charged at 20% of the contract amount. However, in order to obtain an order, the salesperson sometimes said that he did not bring so much money, and symbolically paid one or two hundred yuan, so he can still sign the order. For the “fake order†of the transfer order, there is no loss to the brand, even if some stores charge management fees, they have to pay in this store or that store. The real cost of "fake order" is the management fee of the store. The deposit is only the store collection. The management fee is returned to the merchant. If the order is actually executed, the store does not need to be questioned, and the management fee is usually based on the contract amount. 1%-2% is charged, and the order of 10,000 yuan is paid 100-200 yuan. If you can attract more people to sign the order through sales ranking, this money can be neglected.
Individual stores that collect cash and collect management fees even condone the brand to open “fake orders†to collect more management fees. Some stores charge a management fee according to the minimum sales amount. If this amount is not reached, the management fee will be charged according to this amount. Instead of this, it is better to complete the required amount through the "fake order", and also strive for a good ranking, which can be described as two birds with one stone. In addition, some stores implement the last elimination system. Some brands are eliminated because they are not too low in sales. They use “fake orders†to improve their performance. Many brands follow suit, and “fake orders†become somewhat rampant. .
Industry experts remind consumers to know more about the strength and reputation of the selected brand when purchasing products. The sales ranking provided by the store can only be used as a reference and cannot be influenced by it. Otherwise, be deceived, don’t hesitate!
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Industry experts remind consumers that when purchasing products, they still need to know more about the strength and reputation of the selected brands. The sales ranking provided by the store can only be used as a reference and cannot be influenced by them. Otherwise, they should be deceived and not stunned!