Repair marketing light products?Gu Jiajia's house was trapped in the "Complaint Gate", and the product was not qualified ...

Future Network, Beijing, August 18 (Reporter Xie Qing) The huge marketing investment cannot change consumer bad reviews caused by product quality problems. Recently, Gu Jiajia has been complained due to quality problems, which is not well matched with the loud name of his listed company.

The State Administration of Market Supervision recently notified the "Top 12 Online Selling Product Quality Supervision and Small State Supervision and Sample Inspection and Samples" by the State Administration of Market Supervision shows that the bedside table of Gujia's home production and sales was not qualified. In addition, the reporter in the future noticed that Gujia's home was complained by many consumers.

While the brand was launched, Gu Jiajia could not escape the strange circle of "heavy marketing light products". Gu Jiajia's recent performance announcement released by the 2022 showed that as of the first half of 2022, Gu Jiajia's sales cost was 1.349 billion yuan. Among them, the advertising promotion and promotion fee was 570 million yuan, accounting for 42.25%. The marketing costs of Gujia's home in recent years have always been high.

The product was exposed to unqualified, and consumers frequently complained to the Gujia Home

According to the "2021 casual clothing, including 12 types of online sales products and quality national supervision and random inspections" reported by the State Administration of Market Supervision, it is nominated for a batch of bedside cabinets produced by Gujiajia Home Furnishing Co., Ltd. (production date /Batch number: 2021.1.8) The inspection of the paint film resistance project was unqualified.

(Picture according to "2021 casual clothing and other online sales products quality, national supervision of unqualified products and list of enterprises")

It is reported that the batch of bedside tables are sold on Pinduoduo e -commerce platforms. The paint quality used on the surface of the wooden furniture coating and the lacquer decoration process cannot be closed, which will affect the service life of the furniture.

In response to the results of the test, the State Administration of Market Supervision stated that the problems found by the national supervision and random inspections of the products of the online sales of products should urge the e -commerce platform to immediately remove unqualified products. See and seize unqualified products in accordance with the law, or order unqualified products to sell companies to stop selling the same product, comprehensively clean up, and dispose of unqualified inventory in accordance with the law.

At the same time, the production enterprises of non -qualified products are ordered to stop the production and sales of the same product, clarify rectification requirements, urge the implementation of rectification measures, and organize review in a timely manner.

In fact, the reporter in the future noticed that Gu Jia's home was also complained by many consumers on the consumer. On the black cat complaint platform, more than 600 relevant complaints about Gu Jiajia.

According to the complaint case released by the Zhenjiang Consumer Association (hereinafter referred to as the "Zhenjiang Consumers Association") in Jiangsu Province, the Zhenjiang Consumers Association of Jiangsu Province has received nearly 20 consumers' complaints on all house custom furniture in recent times. Among them, it involves issues such as consumer complaints for the overdue delivery of Gujia's homes and difficulty in default claims.

For example, Ms. Wang said that on August 23 last year, she signed a full -house customized and soft -installed contract with "Gujiajia Home". However, on March 15 this year, the dining tables and chairs, beds, bedside tables, mattresses, sofas, and TV cabinets have not been delivered, and the installed cabinet has a door broken and needs to be repaired. Based on this, Ms. Wang asked the merchants to fulfill their obligations as soon as possible and compensate for the losses of breach of contract.

On May 10, consumers Mr. Sun complained that on August 2 last year, he paid 10,000 yuan of full -house home furnishings in "Gujia Home". The end of the end is 65,000 yuan and confirmed the full -house custom renderings. The contract stipulates that it will be completed by January 23 this year.

In the meantime, Mr. Sun repeatedly urged the merchants to install furniture in time, but the merchant just cope with it. After that, the "Gujiajia Furnishing" head office had a dispute with the actual dealers, and the current cabinets and furniture did not place an order. Mr. Sun asked the merchant to perform the responsibility of the whole house in accordance with the contract, and made a default compensation in accordance with the contract.

In this regard, the Zhenjiang Consumers Association pointed out that in addition to contacting the store in the default of the "Gujia Home", in addition to contacting the store and requiring them to perform, they can also find the market supervision department of the Consumer Association or the city where the store is located to complain. If you still cannot defend your rights, consumers can sue directly to the court where the store is located and protect their rights and interests through the court.

(Figure based on Gu Jiajia's official website)

The transcript in the first half of the year is half -mixed, and Gujiajia's "huge sums of money" marketing

Public information shows that since the establishment of Gujia Home Furnishing, it has been specialized in the research, development, production and sales of guest restaurants and bedroom home products. In October 2016, Gu Jiajia was successfully listed in Shanghai A shares.

As a home brand that has been established for 40 years, Gu Jiajiajia is known as "the leader in the software furniture industry". However, judging from the 2022 performance announcement released by Gu Jiajia's recent release, the transcript in the first half of the year can be described as halfway.

On the whole, Gujiajia's performance in the first half of 2022 was good. The report shows that in the first half of 2022, the company achieved revenue of 9.02 billion yuan, an increase of 12.5%year -on -year; net profit attributable to mothers was 890 million yuan, an increase of 15.3%year -on -year; and a net profit of 780 million yuan, an increase of 17.2%year -on -year.

But from the perspective of cash flow, Gu Jiajia's state is worrying. The report shows that the net cash flow generated by the company's operating activities in the first half of 2022 was 35 million yuan, a year-on-year decrease of 91.95%; the net cash flow generated by investment activities was-3.83 billion yuan, a year-on-year decrease of 301.71%; the net cash flow generated by fund raising activities; the net cash flow net net net cash flow net net net cash flow net net cash flow net net cash flow was net net cash flow. The amount of -615 billion yuan, a year-on-year decrease of 8.31.

At the same time, Gu Jiajia's gross profit margin is still low. The report shows that the overall gross profit margin in the first half of 2022 was 28.96%, which was only 0.09 percentage points from 28.87%at the end of 2021. (Figure based on Gu Jiajia's official website)

It is worth noting that in recent years, Gujia Home Furnishing has been investing huge in marketing. The report shows that as of the first half of 2022, Gu Jiajia's sales cost was 1.349 billion yuan. Among them, the advertising promotion and promotion fee was 570 million yuan, accounting for 42.25%.

In order to reach the younger consumers and shape the brand's new image, in June this year, Gu Jiajia signed a film and television star Ouyang Nana as a brand ambassador to carry out a series of marketing actions to increase brand exposure.

Under this big action, sales costs are naturally rising. In the future, reporters from the Internet found that from 2017 to 2021, Gu Jiajia's sales costs were 1.397 billion yuan, 1.789 billion yuan, 2.073 billion yuan, 2.494 billion yuan, and 2.703 billion yuan, respectively. Among them, the advertising promotion and promotion costs were 398 million yuan, 429 million yuan, 539 million yuan, 605 million yuan, and 1.066 billion yuan, respectively.

It can be seen that in terms of marketing, Gu Jiajia is continuously investing. In this regard, Gu Jiajia believes that advertising marketing can enhance the exposure of the brand and turn into sales. In his financial report, "the company attaches great importance to brand building, cherishes consumer reputation, and successfully combines brands, event marketing, and promotion through nodes' promotion, offline activities, building advertising, elevator advertising, etc. Consumer mind. "

However, Gu Jiajia, who entered the "heavy marketing light product" strange circle, frequently encountered consumer complaints. Under regulatory, the product is not qualified and it is difficult to escape the responsibility of being named. As of the close of August 17, Gujiajia Home News reported 43.28 yuan/share, with a total market value of 35.571 billion.

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