Recently, Ikea China received a "ticket" due to the advertisement of "air purification curtain" light box in Shanghai subway, which was recognized as a false advertisement by the market supervision department, it is required to stop publishing related advertisements and impose a fine of more than 1.72 million yuan.
As Internet celebrity brand with its own "hot search" constitution, Ikea was punished quickly on Weibo hot search. On August 3, Ikea officially issued an apology, admitting that the promotion of "air purification" function in the advertisement of "GUNRID Guen reason & Virtue" curtain product was misleading to consumers and had been removed from the shelves to stop selling the product, at the same time, I apologize ".
Clean Air in name
Ikea China's "rollover" is actually a microcosm of China's current furniture industry-"focusing on marketing and research and development". As early as two years ago, Ikea gave a "preview" of this product ".
So what is the truth?
Ikea China clearly stated in this apology statement:
The air purification function mentioned in the advertising of "GUNRID guenreed" curtain products is the purification result obtained by detecting specific target pollutants under limited test conditions, the purification effect may vary according to the changes of environmental conditions under actual living environment conditions.
This long sentence, which can't be read out of 80 words in one breath, is translated as follows: My laboratory is effective anyway. If you buy it home or not, it depends on fate.
Although Ikea's 299 yuan/two "black technology" curtains were fined more than 5700 times of the selling price, they looked a bit cruel, but in fact this time they were not wronged at all.
What is the patent of "clean aldehyde plate?
As we all know, "Environmental protection" has always been a hot word in the furniture industry in the past two years. When consumers walk into furniture stores, the first sentence they often ask is that your home is not environmentally friendly? Is the smell heavy? How about formaldehyde content? Door Industry vision, your friend. Secondly, as young groups gradually become the main force in the consumer market, the main driving force of their behavior preference is the trend and freshness, and they like to taste new and interesting and new and strange household goods; thirdly, in the current post-epidemic period, aldehyde removal and antibacterial have become the focus of human settlements.
But in fact, this is just a "gimmick. It can be said that Ikea has brought a "bad head" in China ".
At the earliest, many manufacturers advertised that diatom ooze could remove formaldehyde, and later it was proved that this was just a misleading propaganda: diatom ooze from the sea could indeed adsorbed formaldehyde, but that is only the "adsorption" in the physical sense. How much formaldehyde is absorbed will eventually be "spit" back to the room.
It seems that just "sucking" is not good, and merchants have started to think "purifying". Ikea curtains are an example. After searching online, there are still many similar ones.
For example, the famous European style recently released the second generation of net aldehyde antibacterial love core board, claiming that it has its own net aldehyde coating while adding 0 aldehyde to the substrate, which can give full play to the high proportion of the board in the space, the advantage of large dosage can effectively and permanently purify formaldehyde in the air, thus fundamentally eliminating "aldehyde damage" in household space-the so-called "cleaner space formaldehyde" in publicity ".
In Tmall oupai's official flagship store, the customer service staff also promised to "effectively remove formaldehyde free in the air", but when asked if there was any scientific report on this, customers can only go to the store to see it, and cannot display it online.
At the conference of the European faction, the European faction officially claimed that the "net aldehyde antibacterial love core board" used the net aldehyde antibacterial patent coating developed by the European faction. Its net aldehyde factor can capture formaldehyde free on the surface of the plate, and decompose it into water and harmless organic matter, so that the product has its own function of net aldehyde and improves the "net aldehyde force" of the space ".
For this "magical" product, the European School finally concluded: The net aldehyde antibacterial love core board has been recognized by the domestic and international dual authority of China antibacterial materials and products industry association CIAA and Swiss SGS.
The name is very loud, but I always feel that there is a taste of Ikea in front ".
In the State Intellectual Property Office, I found a utility model patent named "a kind of self-absorbing formaldehyde clean furniture plate" applied by the European School. Note that this is only a utility model patent.
Let the elimination of formaldehyde return to common sense
Ikea's "apology" is like a domino, which has caused some repercussions in the furniture industry.
On the official online mall of oupai, the heavy new product "net aldehyde antibacterial love core board" launched with great fanfare has "disappeared", and there is no commodity even searching for "net aldehyde.
On the official public account of the European group, the article about this press conference has also been deleted.
Common sense tells us that no product can solve the problem of zero formaldehyde once and for all, let alone the gimmick of "clean aldehyde". The most effective way to remove formaldehyde is to open windows for ventilation.
