Many consumers who purchase solid wood wardrobes often find themselves confused by the various materials and aggressive marketing tactics from manufacturers. Most buyers rely heavily on salespeople's explanations to make initial judgments about the quality of the products, especially when faced with a wide range of options. In today’s solid wood wardrobe market, many brands emphasize materials as a key selling point, and it's not uncommon for them to exaggerate or even mislead customers through misleading claims. This creates what is known as the "material trap," where it's hard for consumers to tell the real from the fake.
A recent survey revealed that the price difference between identical styles of solid wood wardrobes can be as high as ten times. Reporters found in several home stores that even wardrobes of the same design could have drastically different prices depending on the material used. Additionally, the same type of wood could cost vastly different amounts based on the brand.
For instance, a four-door red walnut wardrobe at the Nordic Artist store in Red Star Meikailong North Fourth Ring was priced over 20,000 yuan, while a black walnut wardrobe from the same area was priced above 40,000 yuan. Similarly, a four-door wardrobe made of ash and pine at Shenghua Furniture Exhibition Hall was listed at around 17,000 yuan, but a similar one at Jimei Dahongmen Store was sold for just 4,600 yuan, showing a nearly threefold price difference.
The price range for the same type of four-door wardrobe can vary from as low as 4,000 yuan to as high as 40,000 yuan, highlighting the extreme disparity in the market.
Experts warn that consumers should be cautious and avoid falling into the "material trap." Chen Xiaotai, president of a top furniture company with nearly 20 years of experience in solid wood furniture, explained that differences in wood types and their rarity contribute significantly to pricing variations, with up to 80% of price changes influenced by these factors.
However, most consumers struggle to differentiate between good materials and rare wood species. Many stores offer a wide variety of solid wood wardrobes, each with its own unique wood type. Some even bring exotic woods from abroad to attract buyers. Retailers often use these materials as a key marketing tool, competing on exclusivity and uniqueness.
The solid wood wardrobe market is highly diverse, but this diversity also brings challenges. Some companies take advantage of the confusion by creating "material traps" to deceive customers. On one hand, they inflate prices based on the perceived value of certain woods. On the other hand, some use inferior or fake materials, such as labeling eucalyptus as black walnut or oak as ash.
Zhao Shoutian, director of the Redwood Professional Branch of the China National Furniture Association, said the market is currently very chaotic. Although companies claim their products are made of solid wood, few include this in the sales contract, making it difficult for consumers to protect their rights later. Moreover, the common practice of mixing different wood types in a single product can lead to confusion if customers don't ask carefully.
Zhao believes that consumer demand for rare or foreign woods has created opportunities for unscrupulous sellers. Some people are willing to pay high prices for imported materials without realizing that domestic woods like eucalyptus or ash are equally suitable and more affordable. He advises consumers to focus on craftsmanship rather than just the wood species.
Industry experts suggest that the current solid wood wardrobe market is complex and lacks transparency. The lack of clear standards for wood classification makes it easier for merchants to mislead customers. To address this, the industry should implement a more transparent system to reduce fraud and ensure fair practices in the market.
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