Fraudulent low-fake single rampant on the brand sales ranking list of miscellaneous brands

If consumers are going to the home store for shopping for the first time, in addition to looking at the products, they will certainly pay attention to the last month's sales rankings of certain categories of products posted at the entrance or in a prominent place. Although it does n’t look unremarkable, I always pay attention to the brands that are in the top few. The impression is naturally that since these brands are selling well, the products are not too bad. You may wish to give priority to them when shopping. The small leaderboards can be described as charming and affect people's choices to a large extent.

Therefore, Ms. Chen, who is engaged in post-production of film and television, has had a "misjudgment". 'At the end of last year, I bought a rough house in Chaoyang District. When I chose the main materials for decoration, I went to a more famous home store. Once I entered, I was blinded. There are dozens of brands in a single category of furniture. Which brand should I choose? 'Ms. Chen told reporters that because it was the first time to renovate, there was no experience, and she didn't know much about home furnishing brands, so it was difficult to make a decision at the moment, and she was puzzled when choosing a product.

It was at this time that Ms. Chen saw the sales charts of furniture brands placed in the elevator doors of the store and framed with mirror frames last month. 'Brand name ×××, booth number ×××, ranking first; brand name ×××, booth number ×××, ranking second. Looking down the ranking, there are 10 brands appearing on the leaderboard. I think these 10 brands are definitely good brands! Good sales indicate that their products are good, and since the products are good, you can consider buying them. Driven by this idea, Ms. Chen found that a brand she liked was ranked fourth in the ranking, and she resolutely placed an order and ordered a set of panel furniture.

Unexpectedly, the panel furniture that Ms. Chen waited for a month later not only had the wrong size, but also was particularly strenuous when pushing and pulling the drawer. It was not as good as the samples in the store. 'I said that I want to cancel the order. The service attitude of the brand is not good. I think I regret it now. I really don't know how it made it on the sales chart. '

'Miscellaneous cards' on the leaderboard suspected of 'fake orders' help

A reporter survey found that in the monthly sales rankings, the top three are Top 100, Yifeng and Red Apple. These brands are the leading brands in the field of panel furniture, and the brand that Ms. Chen bought is ranked. In the fourth place, even reporters are not familiar with it.

How does a 'miscellaneous card' reach the leaderboard? Could it be that the sales people are so magical and have created miracles? Insiders said that there must be miracles, but they will not be common. More often, they are a kind of fake sales. Some stores have achieved unified cash register, and the sales rankings released through the neutral platform of the store have great credibility for consumers. Therefore, in order to win a good sales ranking, some brands do not hesitate to issue "fake orders". Increase sales performance, thereby gaining the opportunity to appear on the sales leaderboard.

According to reports, there are two types of 'fake orders' that are commonly used. One is the transfer of orders-a part of orders from multiple stores in a city is concentrated in a specific store, so as to obtain the result of soaring sales of this store. Relying on the huge increase in sales to get a good ranking; the other is to find childcare to make fake bills-perhaps the staff themselves, or they may be hired from outside, and sign false sales contracts with the mall, so that the statistical table in the store China caused huge sales, thus obtaining a good sales ranking. The first kind of order is still true, and consumers exist in reality, but it is a transfer within the enterprise. If the enterprise can manage without omissions, the impact on consumers is not too great, and there are more orders here. , On the leaderboard, there are fewer orders there, it is difficult to show their face on the leaderboard, even if misleading consumers, it is very limited. The second kind of order is a complete fraud, which is easy for consumers to have trust in this fake brand, which is quite lethal to consumers.

Low cost of counterfeiting encourages 'fake orders' rampant

This is used to guide the sales ranking of consumption, because some merchants have faked "fake orders" and become less credible. However, most consumers are unaware, and still dedicate their trusted banknotes to individual counterfeiters according to their plans. The reason for the "fake orders" rampant is that the cost of fraud is too low compared to the gains.

Home sales are usually paid first when signing the order, and the remaining balance is paid when delivered. Although the store is unified cash register, but often collect deposits, the remaining balance will be collected by the brand delivery and installation. When the store counts sales, it is calculated based on the contract amount. According to the convention, the deposit should be charged at 20% of the contract amount. However, in order to obtain the order, the salesperson sometimes said that the customer did not bring so much money, and paid a nominal one or two hundred yuan. For the "fake orders" of transfer orders, 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 price paid for 'fake orders' is the management fee of the store. The deposit is only collected by the store. The management fee is deducted and returned to the merchant. Whether the order is actually executed, the store does not need to ask, and the management fee is usually based on the contract amount 1% -2% is charged, but the order of 10,000 yuan only pays 100-200 yuan. If you can attract more people to sign the order through the sales ranking, this money can be ignored.

Individual stores that uniformly collect cash and charge management fees even condone brands to open 'fake orders' to charge more management fees. Some stores charge a management fee based on the minimum sales. If they do not reach this limit, they will also be charged a management fee. Rather than doing so, it is better to complete the required quota through a "fake slip" and still compete for a good ranking, which can be described as two benefits. In addition, some stores implement the final elimination system, and some brands use "fake orders" to improve performance in order not to be eliminated because of low sales. Many brands follow suit, and "fake orders" have become somewhat flooded. .

Experts in the industry remind consumers that they still need to know more about the strength and reputation of the selected brand when buying products. The sales ranking provided by the store can only be used as a reference and cannot be influenced by it. Otherwise, if you are deceived, do n’t be wronged!

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