Domestic Jewelry Industry Logo Confusion, Confusion, Profit Making Profit

"Fake and genuine" and "shoddy" are the quality problems that jewellery market has always been criticized. However, the provincial departments of Commerce and industry have recently been criticized.

The results of sampling showed that most of the products failed due to improper marking.

Recently, "Zhejiang jewelry and jewellery industry service standard" promulgated, specifically for the jewelry industry standardization of the regulations.

Recently, many provinces and municipalities have conducted a sample survey of jewelry industry.

The Beijing Commercial Daily reporter visited the jewelry industry of the Provincial Bureau of industry and commerce, and found that the product quality problem that had plagued the jewelry industry was no longer a chronic disease, but the jewelry logo did not conform to the specification but became the main reason for the failure of the product.

A jewelry salesperson told the Beijing Commercial Daily reporter that the consumers' understanding of the national standard of jewelry identification is very low. "So it doesn't matter how we write on the label. The company will attract customers with some gimmick names, and then exaggerate some of the sales techniques, and things will be sold out."

In the spot check of the jewelry industry in Zhejiang Province, 23 batches of goods sold by 92 distributors in the whole province failed to qualifying for 48 batches, and the main reason for the failure was the lack or non-standard product identification.

A product of a shopping mall in Hangzhou, marked as "green ghost Bracelet", should actually be labeled as "Crystal Bracelet".

Previously, it was found that the logo of "jewelry", "Pi Xiu" and "Hu Xiu Yu" of a jewelry company in Tangshan, Hebei were not qualified. The correct identification should be "Xiuyu", "Hetian jade" and "carbonatite marl". "18K gold mosaic jade" imprint, naming, and labeling were not qualified. The correct designation should be "G18K Emerald Pendant", and the material mark "G" and the factory name, site and execution standard.

There are many well-known brands in the unqualified products, including Zhou Liufu, Cartire, and Ming Xi.

In this regard, industry experts said that the logo is composed of imprints, labels and other signs.

The logo is engraved on the product and labelled as a letter or symbol indicating the uniform standard of the state.

Jewelry logo should include the name, quality, product quality inspection certificate, product standard number, factory name and address or sales enterprise name and address, warning signs or Chinese warning instructions.

Wu Guosheng, deputy director of Zhejiang industrial and commercial bureau, said: "there is a misunderstanding in the purchase of gold jade by consumers. They think the logo is not important, but the state has mandatory standards in its logo, which must be strictly observed."

Reporter survey found that some brands in pursuit of rapid expansion of the scale and adopt franchising business mode, through the collection of affiliation fees, tag fees to obtain high profits.

This approach does not manage the franchisee's management loosely, and does not seriously check the purchase channels, qualified inspection, label management, commodity knowledge, personnel training, and so on, leading to the problem of the most basic label problem being disqualified in a large area.

Consumer Niu Xiaoman said: "I love to buy jewelry, but in addition to knowing that Pt represents platinum, there is no concept of other jewelry labels."

Shi Hongyue, deputy secretary-general of the China Baxie Association, said at the joint meeting of the Secretary General of the 2014 jewellery jewellery Association of China (GEMS) that there are a lot of speculative businesses in the domestic jewellery industry with excess capacity. Many jewelers are a little bit more mindless.

These businesses make use of consumers' lack of professional knowledge to gain profits, and abuse of labels to earn profits is a common trick.

Jewelry designer Meng Yao said, logo is an important part of jewelry quality.

Non standardized use of standardized logo business has the possibility of "selling sheep's head to sell dog meat", making use of consumers do not know the line, marking a unique name for goods, and the price will increase by 2000 yuan immediately.

And once the product quality problem is found, it is impossible to determine whether the controversial commodity is the original purchase jewelry.

In the light of

Confusion in the market logo, the state's first gold jewelry and jade industry service standard "Zhejiang jewelry and jewellery industry service standard" has been implemented recently.

The specification implements uniform requirements for all kinds of jewelry labels and labels, aiming at standardizing the confusion of commodity identification in the industry.

A senior jewellery sale reminds: "when consumers buy jewelry, they must check the product label carefully, require the business to produce the quality appraisal book of the authority, and ask for the invoice.

If there is any doubt about the product label, you can call the local consumer association or the business administration department for consultation. You can also check with the local gold jewelry quality monitoring station.

Zhao Yangbiao, Secretary General of Zhejiang jewelry and jewellery industry association, expressed the hope that the national standard and industry of jewelry identification should be popularized to consumers through the implementation of the code.

It is convenient for consumers to safeguard their legitimate rights and interests.

The introduction of the specification can help the industry to regulate the terminal sales and service links to some extent, and enhance self-discipline and restraint. But Shi Hongyue believes that the most fundamental solution is that jewelry practitioners should have the awareness of spreading traditional Chinese gem culture through products to consumers, get rid of the speculative mentality, and do a solid job in jewelry design and cultural connotations.