Floor market tricks

In China, over 90% of laminate flooring is used in residential settings. As its popularity has grown, so have complaints about indoor pollution from decoration materials, rising exponentially year by year. To address these issues, merchants have developed various deceptive marketing tactics to mislead consumers. The first trick is "importing" the product. Many brands claim to be 100% imported or use foreign branding, but in reality, most products are made domestically using local materials and technology. The packaging, size, and color often match genuine imports, but the price is set as if it were imported. To add credibility, merchants may provide import declarations and certificates of origin. However, verifying the authenticity of such claims is nearly impossible for an average consumer. Unless you work within the company, identifying fake imports is extremely difficult. The second trick is "greenwashing." Some manufacturers add green pigments to the substrate to make it appear environmentally friendly. They promote this as a "green" product, claiming it reduces formaldehyde emissions and improves water resistance. In reality, the color has no real impact on environmental safety or performance. This trend has led many consumers to believe that green-colored floors are healthier, even though they are essentially the same as non-green ones. The third trick is "long-board deception." Some manufacturers produce long-sized boards (e.g., 1290x195mm) that are rarely made domestically. By promoting the idea that imported boards are longer, they create a false perception of quality and increase prices. Consumers often end up buying what they think is "imported," but in reality, it's just a domestic product with a misleading label. The fourth trick is "locking the lie." Manufacturers have introduced multi-lock systems to improve floor stability. However, the number of locks doesn't necessarily mean better quality. What matters is the chamfer angle and precision. Some companies exaggerate the benefits of more locks, making consumers believe that more locks mean better performance. This tactic is purely for marketing purposes. The fifth trick is "multi-brand selling." Instead of focusing on one brand, some businesses sell multiple brands in different stores. While some products may meet national standards, others are low-quality and only last a few months. This strategy allows them to maintain high sales volumes while avoiding scrutiny. The sixth trick is "certificate overload." Merchants flood their products with certifications—such as "Top Ten Brands," "Consumer Trust Certificate," "ISO Certifications," and "European Ring Guarantee"—to create a sense of legitimacy. These certificates can be misleading, and consumers often find it hard to distinguish between real and fake ones. The seventh trick is "false comparisons." Inferior boards are placed alongside branded products in stores, sometimes even appearing to be of higher quality. Promotional materials and claims like "XX Deck" or "36000 RPM wear resistance" confuse consumers, who are left unsure about what they're actually buying. The eighth trick is "cost-cutting through substandard materials." Some manufacturers reduce the density of the substrate or use cheaper adhesives, resulting in lower durability and poor performance. They also print colors with ordinary ink, which fades quickly. Despite the low price, these products still generate high profits for the sellers. The ninth trick is "misleading testing methods." Many companies use less stringent testing methods, such as the dryer or climate box method, to show low formaldehyde levels. This gives consumers a false sense of security. Even certified products can still emit harmful substances, similar to how cigarettes can meet standards yet remain dangerous. The tenth trick is "ghosting the business." When complaints arise, operators change addresses, contact numbers, and even rebrand themselves. The same inferior products continue to be sold under new names, leaving customers confused and without recourse. The market for laminate flooring is now dominated by unscrupulous operators, while honest businesses struggle. The root cause lies in the industry's lack of technical barriers. With minimal investment and no core technologies, anyone can produce laminate flooring. If companies invest in innovation and protect their intellectual property, the market could become cleaner, and consumers would be better protected. To truly solve this issue, the industry needs stricter regulations, stronger consumer education, and a shift toward sustainable, high-quality production. Only then can the market be cleaned up, and consumers be assured of safe, reliable products.

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