Be wary of artificial wood posing as mahogany furniture

The "Eleventh" holiday is one of the best times for consumers to take advantage of special deals. However, some merchants are exploiting this opportunity by using misleading advertising tactics to sell outdated or substandard products, tricking customers into thinking they're getting great deals. Recently, Yitong Home launched its sales promotion month, but many consumers are skeptical. For instance, a solid wood bed was advertised as a special offer, yet it lacked an instruction manual and relevant material certificates. Another example is the so-called 360-degree expert design consultant service, which claims to provide home improvement design, pipeline planning, and feng shui services—but in reality, these services haven't been properly implemented. One reader, Ms. Pan, reported that a solid wood bed advertised by Yitong Home wasn't actually made entirely of solid wood. During a visit to major Yitong Home stores in Xi’an, the reporter found that the product label only mentioned birch wood without disclosing any other materials. Sales staff at the Technology Road store claimed it was pure solid wood, while those at the Beierhuan store admitted the main structure was birch, with the rest being particle board, calling it “solid wood furniture” anyway. When the reporter asked for the product’s instruction manual or material certifications, the sales staff refused, stating that such documents were only available at the Beijing headquarters. After purchasing, the consumer only received a sales contract, receipt, and a general quality certificate—none of which provided specific details about the materials used. Industry experts from the Xi'an Furniture Association clarified that furniture containing particle board cannot be labeled as solid wood furniture. They emphasized that true solid wood furniture should not include any artificial boards. Ms. Pan argued that if the product clearly contains particle board, it should not be called solid wood furniture. She believes this kind of labeling is deceptive and misleading to consumers. This issue isn’t new. Similar complaints have surfaced in Beijing, Shenyang, and Xi’an. In March of this year, the Liaoshen Evening News reported that some consumers in Shenyang bought what they thought were solid wood furniture, only to discover later that it was actually MDF. Yitong Home eventually compensated the customers and issued an apology. In addition to material deception, Yitong Home has also faced criticism over its promised “360-degree expert design consultant” service. The company claims to have a team of nearly 1,000 designers across the country offering home improvement, circuit design, and feng shui services. However, during a visit to the North Second Ring Store, the shopping guide revealed that the service was only available to customers who made a purchase, and even then, it only included basic product placement renderings. Other services were reportedly unavailable. Staff at the Xi’an store confirmed that the high-level design team was not present in their location. Experts suggest that maintaining such a wide range of specialized services across hundreds of stores would require significant resources and expertise, which seems unrealistic for Yitong Home. A domestic furniture professional noted that even a few branches would struggle to offer such services, let alone a nationwide chain. Another point of controversy involves Yitong Home's claim of being “from the American Collection of Milan.” This phrase could mislead consumers into thinking the furniture originates from Milan or is designed there. However, according to company representatives, the furniture actually comes from Guangzhou, and the design style does not originate from Milan. Industry insiders argue that simply using a Milan-inspired design doesn’t justify claiming a European origin, which can be seen as misleading marketing. During the visit, the reporter observed that the store’s layout was disorganized, with no clear sections and incomplete furniture displays. Mr. Zhang, owner of Fenglin Huafu, pointed out that most of the furniture sold by Yitong Home is sold as single pieces rather than complete sets. He noted that while big-name brands regularly launch full sets and new collections, Yitong Home struggles to maintain consistency in its product offerings. Mr. Zhang questioned the authenticity of Yitong Home’s claims of independent design and production, given the lack of visible complete sets in the stores. With hundreds of branches nationwide, the company’s ability to consistently deliver high-quality, matching furniture remains uncertain. (Litian)

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