Summary of Key Points
This article exposes two major "unwritten rules" in the home appliance industry: First, the practice of brand leasing (a variant of OEM manufacturing) allows large brands to earn trademark fees without any effort, while allowing third parties to produce low-quality products (such as air fryers with counterfeit temperature control switches). Second, loopholes in the 3C certification system allow these problematic products to be sold legally, severely infringing on consumers' right to know. The article calls on regulatory authorities to address these issues, ensuring that only high-quality companies can survive and consumer rights are protected.
Detailed Analysis
1. Brand Leasing: Large Brands Profit Passively, Consumers Suffer
Brand leasing is like a landlord who collects rent without providing any maintenance—brand owners only sell the right to use their trademarks, leaving production, quality control, and sales to third parties. For example, the counterfeit temperature control switches in Rongshida air fryers were installed by third parties seeking to cut costs. Philips has taken it a step further, leasing its TV manufacturing to GAC, its water appliances to Delma, and its small appliances to Hillhouse Capital; each category is completely outsourced. There's also a brand with the surname Nan that uses its logo on everything from socks to snail rice noodles, resulting in inconsistent quality.
These third parties are solely focused on quick profits and don't care about the brand's reputation; they choose the cheapest manufacturers and may even deliberately remove critical components (such as the temperature control wiring in air fryers). Consumers think they're buying a "large brand" product, but what they get might be of even worse quality than cheaper alternatives.
2. OEM is Not the Original Sin; Lack of Oversight Is
Many people assume that OEM manufacturing always leads to low-quality products, but there are three types of OEM arrangements:
- OBM (Original Design Manufacturing): The brand develops and produces everything itself (e.g., Gree air conditioners).
- OEM (Original Equipment Manufacturing): The manufacturer produces the product based on the brand's design (e.g., Apple phones, which cannot be altered by the OEM).
- ODM (Original Development Manufacturing): The third party designs and produces the product, and the brand adds its label for sale (most air fryers fall into this category).
Why are brands like Midea and Supor's OEM products fine? Because they send inspectors to monitor the manufacturing process to ensure quality. The problem with brand leasing is that the brand owners don't even bother to supervise, effectively selling their trademarks to strangers, which is the true source of low-quality products.
3. Three Major Manipulations in 3C Certification
3C certification should be a safeguard for electrical safety, but it has become a mere formality:
- Misleading Samples: The samples sent for testing are different from the products sold; for instance, some routers have had their chips replaced to reduce performance without being disclosed.
- Concealed Information: Packaging only shows the brand name, without indicating the actual manufacturer or core components (e.g., air conditioner condenser tubes may be made of aluminum instead of copper, but the model number remains unchanged).
- Lack of a Number: The product may have a 3C mark but no official number, making it impossible for consumers to verify the certification's validity.
These practices render 3C certification ineffective, allowing problematic products to enter the market unimpeded.
4. How Consumers Can Avoid Problems
Consumers don't need to understand technical jargon; they should focus on these simple tips:
- Check Packaging Details: Look for information about the actual manufacturer and core components (e.g., the model number of the temperature control component in air fryers).
- Verify the 3C Number: Compare the product's 3C certificate number with the one on the official website of the National Certification and Accreditation Administration; if there's no number, there's likely a problem.
- Avoid Brands That Expand Too Quickly: Those that suddenly start selling small appliances or snail rice noodles after focusing on TVs or refrigerators are likely leasing their brands, which may result in lower quality.
5. Regulation Is Needed for a Healthy Industry
The article urges regulatory authorities to:
- Require home appliance packaging to clearly display the actual manufacturer, core components, and 3C number (just like food labels).
- Strictly audit 3C certification agencies to prevent bribery and fraudulent inspections.
- Support reputable manufacturers with technical expertise (e.g., Ningbo Jiale and Biyi, which specialize in air fryer production), promoting quality products.
Only by taking these measures can consumers buy reliable products and the industry develop sustainably.
This article exposes the dark side of the home appliance industry, emphasizing that brands cannot focus solely on profit without ensuring quality, and that certifications must be more accountable. Consumers need to be aware of these issues to make informed choices. It's hoped that regulatory authorities will act promptly to stop these deceptive practices.