Certification Circle: Who will certify the certification body
China's certification market is in turmoil.
"Organic", "green", "natural", various certification marks mixed with English acronyms, numerous certification systems, but it is difficult to distinguish; certification consulting, certification intermediary, certification agent, various types of unidentified certification The service agencies are everywhere, and it is no longer shady to have the money to buy certification, but it is the most common common sense.
All kinds of hidden rules, so that should be the integrity of the various certification systems, as a new benefit cake. Around the certification, it seems as though there is a game of money-lapping games.
Four generations of Apple VS four bags of apples
Jobs's Apple's fourth-generation Apple sold to China, never need to be marked with "quality certified by an authoritative department." Even if one day, this apple has the need of handling certain Chinese certification in order to cater to the tastes of Chinese consumers. With its corporate strength, even if it does not even have to do it yourself, it can also “get it†quickly and easily.
The four bags of apples in Wuyuan County, Shandong Province, urgently need the "organic certification" certificate to realize the doubling of their worth. However, in order to eventually enter the organic market, waiting for them is a rather lengthy certification process: the quality management system, the production process control system, the tracking system... Any one of the links will take a long time and high costs.
Apple's fourth generation never needs certification to improve its competitiveness. Four bags of apples can only bet additional value on the certification body. The same certification rules will never be the threshold for Apple's fourth generation, but for four bags of apples, no matter the time or money, it is a huge "opportunity cost."
The paradox of China's certification industry has resulted in the following: Large customers in the certification market are actually the weakest in the industry chain; the profits of certification are more from small and medium-sized enterprises.
Where there is demand, it is naturally a business opportunity. When many companies eagerly place value-added sources on a certification certificate, a huge interest cake is formed around certification and related services; there are competitions and naturally there are insiders. When the stakeholders of numerous authentication services compete for the customer's "explicit display of all the powers", all kinds of hidden unspoken rules make the various authentication systems that should become honest weights evolve into a near-threatening money-saving game.
From CCC to ISO9000, from green to organic, from the “market†to “the mayorâ€, various certifications have given companies that are eager to win the trust of the market, especially SMEs, a shortcut to “enhance the valueâ€. The effect-oriented, prosperous certification market has indeed created a huge value system.
As an intangible qualification assessment, how does certification become a product? Where does the value come from and why does it become a lucrative "gold mine"?
Certified Gold Mine
You don't know those certifications. In early November 2011, Liu Qi, a furniture manufacturer in Shijiazhuang, Hebei Province, after several considerations, finally accepted the advice of a consulting company to come up with a “safe and healthy furniture†certification service. Although he had never heard of this before The name of this certification.
In the field of furniture, the most authoritative certification is undoubtedly the “China Environmental Label†marked by the “Ten Ringâ€. However, its certification standard is undoubtedly difficult for SMEs such as Liu Qi to reach. Two years ago, he tried to provide "Ten Ring Certification" through several agencies. Before the signing of the service agreement with the other party, a fake certification named "China's Outstanding Green Products (GEP)" was exposed, raising the tide of counterfeiting of furniture environmental certification, and the handling of the "Ten Ring Certification" became extremely strict. The agency terminated the cooperation on the grounds of "tight wind".
This crackdown has spurred the certification of green furniture. When competitors have successively issued publicity phrases similar to the “Non-toxic and Harmless Certification of Environmental Protection Materials,†and affixed the relevant labels of “green products†and “safety productsâ€, even if it is known that such certification is not standardized, Liu Qi can only choose to do one.
"Filling the application form, submitting the company's business license and sample test report, paying the relevant fees for certification, 100% passing..." It took 35,000 yuan. Ten days later, Liu Qi got a certificate and logo use permission document.
How many types of certification exist in the Chinese market?
It is difficult for ordinary consumers to imagine that the light is based on the ISO certification, in addition to ISO9000, there are ISO9001, ISO14001, ISO22000, ISO14064 ... and the ISO system certification, but also just a small member of the entire quality system certification. As for the TL9000, WRAP, ICTI, BSCI, SGS, FSC, ROHS, ITS, etc....
A staff member of the National Authentication and Accreditation Administration of the People's Republic of China told reporters that at present, there are 28 kinds of certifications officially approved by China. Each of the certifications is subdivided into many subcategories, covering almost all enterprises from production to management. All aspects of sales.
If it is specific to a chicken farm, the alternatives include organic product certification, quality management system, environmental management system, occupational health and safety management system, good agricultural practices, and pollution-free agricultural products (11.04, 0.07, 0.64%). , green food, after-sales service evaluation system for products, and nearly ten kinds of certification. Of course, this does not include any local, industry-specific, or purely a name-based certification other than the approval of the CNCA.
Among these certifications, apart from the small number of mandatory certifications represented by the most basic security certifications, most of them are voluntary certifications that can be independently selected by enterprises. It is these certifications that leave stakeholders' operating space in the industry chain.
"GMP can be done, but there are not hundreds of thousands of people who can't get it down, and it takes nearly a year, cost is high, and it takes a long time. If you don't walk away from a pharmacy, you just have to do a brand or network sales instead of doing a 'health and safety product'. When a reporter consulted a management company in Zhengzhou as a processing company of Chinese Herbal Medicines, whether he would be able to apply for drug GMP ("Good Manufacturing Practice") certification, the consultant advised the reporter on the phone.
When consumers see a certification mark, it is difficult to notice the certification body behind it. Therefore, in the certification market, there has been a "safe and healthy furniture" instead of "10 rings" and "hygiene and safety products" instead of GMP.
Certified birth certificate
Regardless of “environmental protectionâ€, “safetyâ€, “green†or “organicâ€, various certification titles are always accompanied by the words “authority†when they come into the market. However, where do these certifications come from? Does his birth guarantee the gold content?
In 1983, a standard called IECQ, the Quality Evaluation System for Electronic Components of the International Electrotechnical Commission, was established in less than two years before the China Electronic Components Certification Committee was introduced to China, becoming the beginning of domestic quality certification.
IECQ represents the growth path of the vast majority of China's current certification system: the establishment of a national representative office - the introduction of a foreign ready-made system - expands the scope of certification of the system.
The public well-known ISO9000, CCC, CE, API and other well-known certifications come from this.
In addition, with the soundness of China's industries and the expansion of the certification market, a number of certification systems developed under the leadership of the government have begun to emerge.
According to Article 26 of the "Regulations of the People's Republic of China on Certification and Accreditation," certification bodies may establish their own certification marks and report them to the State Council's certification and accreditation regulatory department for the record. After the registration of the logo is successful, the certification body will have the right to grant the logo.
A domestic cafe manager revealed to reporters that they are developing a set of certifications on the coffee brewing process specification: “As long as you can come up with a set of standards, the next thing is to approve the problem.â€
Regardless of whether it is introduced from abroad or developed on its own, these certifications that have been approved by the national certification and supervision department are scientifically and rationally based only on the system. Their right of review and grant belongs to the certification body approved by the CNCA. Such certification can be said to have a certain official nature and can be used as a standard to determine whether a certificate is legal or not.
As a matter of fact, the current sources of certification on the market are far from these official certifications.
In addition to national certification, local governments often have local certifications, which are implemented locally in the form of local regulations.
With the rise of certification, some organizations that do not have certification qualifications have begun to develop their own certification names.
Through a manufacturing company, the reporter learned about a Chinese credit enterprise certification called CCECS. As the most important but most abstract element in the business field, the “authority†evaluation of corporate credit is actually a website called “Chinese suppliersâ€.
The reporter noticed that the organizer of this website is the China Internet News Center. Perhaps it is because of this “Country No.†supervisory unit, which appears to be completely unrelated to credit, making this website publicly known as “the only company-approved certification by the Chinese government in the promotional materials of “China Credit Enterprisesâ€. "The words.
The institution itself does not have the qualification for certification. Naturally, the certification system does not need to be approved by anybody. Whether or not the certification can be passed and how it is passed will be completely determined by the organization, and there will be no regulation or supervision. In the name of certification, the practice of "selling name", these "certified edge ball" is becoming a huge gray gold mine.
How much money does the certification require?
Although various certification titles are numerous and authentic and difficult to argue, in the face of increasingly fierce market competition, companies have to incorporate certification into their operating costs. How many dollars does the company need to spend to obtain these certifications behind the numerous complex and different price certification programs?
The reporter learned from the National Development and Reform Commission that enterprises apply for CCC certification, including application fees, product testing fees, factory inspection fees, approval and registration fees, supervision and review fees and annuities, all of which are about 7,000 yuan in total.
This represents the charging standard for China's mandatory product certification.
In the China Quality Certification Center, a fee statement, the reporter learned that the organization audit the entire composition of the audit of the ISO9000 quality system certification: the cost of the first trial + supervision and audit fee + pre-examination fee + re-evaluation fee. From this calculation, under the premise of a normal application and one-time certification, the cost that the company needs to spend is about 25,000 yuan. After that, it is necessary to repeatedly pay the fee for use of the logo and the review fee every year.
The above is merely the cost of applying for certification itself. For enterprises, there is often a lot of upfront investment to pass a certification.
Certification consulting is an up-front service that most companies can't avoid. Formal certification is a complex systematic project for the enterprise. To apply for ISO9000 certification as an example, companies need to conduct internal management standards training, establish a quality management system, and prepare quality system manuals and related program documents in accordance with the requirements of the certification system. These specialized procedures must all be completed by agencies with certification and approval qualifications approved by the CNCA. According to national standards, the 52-day quality system certification consulting service costs about 50,000 yuan.
According to the provisions of Article 21 of the Regulations of the People's Republic of China on Certification and Accreditation, all certification bodies shall publicly certify information such as basic norms, certification rules, and charging standards. However, it is clear that many unauthorized certification organizations that have not been approved actually exist.
“The organic certification is 45,000 yuan, the ISO9000 certification is 50,000 yuan, and the CCC certification is 100,000 yuan...†This is a quote from a Shanghai “certified agent†agency to the reporter. Its consultants repeatedly emphasized to reporters: "The time is short and the package passes." The same applies for formal certification. The prices of these informal channels are often lower than those of officially recognized institutions. This is undoubtedly a huge temptation for SMEs that are in urgent need of certification and are under cost pressure. The price advantage has created a huge market space for these gray authentication service organizations.
As for those who do not have formal origin certification, the charging standards are more dependent on the organization's packaging level and market personnel's business capabilities. Liu Qi summed up such certifications that he had contacted in the past few years: “The same is true for the certification of environmental protection furniture, which is 50,000 yuan or more, a few thousand yuan less, and the price is mostly 'negotiated'.â€
Listed public trust
When certification becomes a clearly-priced product, what exactly is it selling?
“Standardize the marketâ€, “safeguard product safetyâ€, “enhance enterprise management level and product qualityâ€... We can all hear the same words after asking the original intention of the birth of any certification project in China. However, the nature of the certification body itself seems to be causing some misalignment with the original intention of certification.
China’s formal certification authority is a legal person organization approved by the CNCA. Since it is a business, profits must be a theme that cannot be separated.
The “National Dental Prevention Team†event that once caused a sensation has allowed the certification industry and their customers to see another value of certification at the same time.
Since 2002, the National Dental Prevention Group has started to appear as an “authority agency†in toothpaste and chewing gum advertisements. It was not until 2005 that it was revealed that its entire organization had only two people and two desks. Its so-called authoritative certifications all came from self-developed certification standards and signs. It is such an organization that does not have any certification qualifications and conditions. It not only easily defrauded 1.3 billion consumers, but also made its certification a secret weapon of “doubling its worthâ€.
When the "National Dental Protection Authority Certification" can become a real sales volume, certification has begun to have a real and strong appeal to the company.
It seems that this seems to satisfy the basis for a win-win cooperation. The certification body needs to rely on the enterprise's certification business to obtain profits, and the enterprises also need to rely on the organization's certification to enhance their competitiveness. At the terminal of the market, the vast majority of consumers need certification. Apart from certification, what else can they believe?
The foundation of certification is the credibility generated by third parties. However, such a symbiotic relationship of interests makes the credibility of the certification condemned to be greatly reduced.
In the list of legal certification agencies provided by the National Certification and Accreditation Regulatory Commission, there are 17 agencies that have been certified by the reporter to have organic product certification. But so far, there are more than 5,000 companies that have passed the certification of organic products nationwide, and a large number of certificates are not from these 17 institutions.
The “Lee Ghost†companies play a role in counterfeiting or intermediation in the entire certification market. They together with the real-name certification agencies are stimulating the market. As long as there is sufficient room for profit, even certifications that are generally doubtful like “organic races†may appear in the market.
Product quality, scientific management, corporate credibility... these results that require certification to be certified are repackaged as the core value of certified transactions. Seemingly out of nothing but real.
Office certification? Buy certification?
In November 2011, in a storm that exposed the concept of speculation in the organic food industry, black transactions that used to buy certifications were frequently pulled from under the countertops, triggering public questions about the entire Chinese certification market.
In addition to the direct power-seeking behavior between enterprises and certification authorities, what channels and ways can enterprises obtain certification in the current certification market? How much does it cost? What are the benefits distribution plans for all stakeholders in this certification industry chain?
First, apply directly
How can an enterprise apply for certification directly to a certification body?
On October 31, 2011, the reporter went to the China Quality Certification Center in Beijing. The center is approved by the Central Organization Establishment Committee, established by the General Administration of Quality Supervision, Inspection and Quarantine and entrusted by the National Certification and Accreditation Administration Committee to administer the state-level certification authority.
The reporter consulted with the staff in the name of handling ISO9000. It was learned that according to the formal procedures, the ISO9000 certification application was mainly divided into four stages, including instilling the basic knowledge of ISO9000 to the employees of the company, setting up a document writing team, receiving quality system training, and preparing a quality system. Documents, quality standards, commissioning, internal audit and other links, and finally the certification body organizes simulation audits, on-site assessments, and issuance of certificates.
According to the certification process, it takes at least 9 months from the time of application to approval for the ISO 9000 certification to be completed on the premise of a one-time adoption of all the projects. The company's first-year fee is 31,000 yuan in the range of 30 to 99 people. Pay review and signage fees.
Time: Long Cost: According to national uniform regulations Difficulty: Difficulties Applicable objects: Profits of enterprises that have met the certification requirements and have high management skills and organizational skills. Analysis: Certification application fee, expert review fee, logo fee for use Profitable party: Certification institutions <br> <br> Second, the advisory body commissioned by the charge d'affaires
For most companies, applying directly to a certification body is not operative. Because the certification system requires companies to conduct a series of professional training and system construction, and these must be completed under the guidance of experts.
It is undoubtedly a more realistic choice to commission a certification consulting agency. Although the certification consultancy institution approved by the CNCA does not have the qualification for certification, its consulting services may include the entrustment of enterprises and the procedures for applying for certification.
The reporter learned from a service contract signed by a foreign trade logistics company and a certification consulting agency. This project list lists the training and counseling details specifically for ISO9000 certification. The entire training period is 52 days and it is divided into five phases. . Throughout the entire process, the company will be reconstructed in accordance with the standards required for passing the certification. The focus will be entirely on the items that the certification body needs to inspect. The consulting fee is 50,000 yuan.
"After the consulting company arrived, it completely reformed the company according to the indicators required by ISO 9000 and helped us add a large number of documents. This became the key to the next application." The company's staff told the reporter.
The commissioned certification training organization took care of it and avoided the frequent revision of the documents. This greatly shortened the time and effort required for the certification application. The company took ISO9000 certification in only 5 months, which is more than half of the time required to apply directly to the certification body.
This may even be regarded as an upgraded version of the formal channel application. When the company already has considerable conditions, commissioning the application becomes one of the most effective ways to save time and money.
Time: Longer costs: High, including certification fees and certification consulting fees Two difficulty: more difficult Applicable objects: basic indicators with the required hard targets for certification, but the management system is not perfect corporate profits analysis: certification training consulting fees, certification application agency fees , certification application fee, expert assessment fee, and the fee for the use of logos that are required to be paid each year Profitable parties: certification bodies, certification consulting bodies
Third, certification packaging program
In the process of applying for IECQ certification, Huang Pinyang, an electrical parts and components manufacturer in Guangdong, compared some of the indicators that IECQ needs to be evaluated. Some of them are obviously not met by themselves. They are introduced by people in the industry and contact one of them to provide certification services. Business service company.
Most of these unlicensed certification service companies carry out certification services under the names of "consulting companies" and "business companies." After signing the cooperation agreement, the business company set about preparing Huang Pinyang for relevant certification materials. For example, when the certification panel examines whether Huang Pinyang’s corporate quality goals are suitable for decomposition, it has “designed†a series of testable evidence for the company: to use its “signed†training agreement to prove that the company’s employee induction training rate is 100%; Obtained a report from a testing organization with a cooperation relationship to prove that the final inspection rate of products exceeds 98%; the use of counterfeit customer surveys proves that the customer satisfaction rate is above 95%, which means that the company has fully achieved the “guarantee customer satisfactionâ€. The quality goal.
As for the related system construction for certification requirements, the company also tailored a full set of documents for Huang Pinyang to serve as evidence of the company's “complianceâ€.
The essential difference between such certification services and formal certification consulting is: formal certification consulting companies help enterprises to establish relevant documents and systems, and eventually reach the standards of certification, and these informal organizations only detect reports, documents, etc. On the other hand, providing enterprises with certification materials that can pass certification does not change the real situation in which the company does not meet the certification standards.
However, Huang Pinyang eventually passed IECQ certification once after this comprehensive packaging and design of the company based on various indicators that need to be evaluated.
Time: Shorter fee: Higher, including certification fee and service fee Difficulty: Easier to apply Target: Extensive, especially if there are some indicators that cannot meet the certification requirements. Profit Analysis: Certification service fee, certification application agency fee, certification application Fees, expert review fees, and annual fees required to be paid for the use of tokens: Accreditation bodies, various certification service organizations, relevant testing agencies, and training institutions
Fourth, the dry price
Whether it is commissioning a formal certification consulting company or recourse to the packaging of other certification service agencies, it also requires companies to have corresponding scale and minimum hardware requirements such as site and equipment. If even these are not available, can there be other ways to pass the certification and is there really a "buy certification" situation on the market?
In response to the “organic certification†that is currently at the forefront of the crisis, the reporter opened a telephone call from a certification authority in Beijing as an individual owner of a chicken farm. At the end of the phone, the staff immediately stated that as long as they are registered in the Industrial and Commercial Bureau, they can guarantee that the certificate will be obtained within a month or so. The total cost of the entire process is 25,000 yuan.
In the face of hesitation from reporters, the staff members claimed that they had “long-term cooperation†with a domestic certification body and engaged in certification agency services in order to further dispel reporter concerns, and therefore could guarantee 100% one-time approval. "Now 'organic certification' is so tight that it does not dare to continue without a strong relationship."
According to inside information sources, the reporter disclosed that this is known as the “contract price†in the industry. This is also the most commonly used method for obtaining certification for companies that do not have certification requirements at all. "These agencies that provide lump-sum services are in fact agents or intermediaries. They often pull customers under the name of the certification body, and then use the relationship to obtain a certificate from a certified certification body."
Of course, getting a certificate does not mean that everything can be settled. Once the company has commissioned such an organization, it must always rely on the agency's services. Otherwise, once a year's review can allow companies to obtain certificates that are revoked at any time.
Time: Short Expenses: Lower Difficulty: Easy to apply Target: Profit analysis of companies that do not have certification conditions at all: Certification Processing Fee, Certification Intermediary Service Fee, and Annual Review Service Fee Profitable Party: Certification Body, Certification Intermediary, Certification Agency <br> <br> Fifth, do not be no certification
In addition to certification training and consulting, there are also some "magic" certification service agencies that can provide "through-train service" to create a "quality" enterprise that meets the "certification requirements".
About ten companies have not conducted any technological transformation, production conditions are extremely rudimentary, and even there are no mature brands and products ... The reporter, as a trading enterprise of traditional Chinese medicine, visited a Baidu search key in Beijing with such conditions. The top ten companies of the word "certification consulting firm" consult with the company whether they can handle GMP certification. The consultants pointedly stated that the strength of such enterprises is far from the certification standard, unless they have “sufficient financial strength†and give them full power.
After the reporter stated that "money is not a problem," he consulted with him on specific procedures. According to the consultant’s introduction, after signing a service contract with them and delivering the initial service fee, the company will first perform a series of “standardized upgrades†on the product, including finding a nationally recognized laboratory to issue a test report and reporting to the State Food and Drug Administration. Approval, access to health product number and production qualifications, product packaging, application for related patents, etc.
The reporter deliberately referred to the situation of his company and expressed concern that it would be difficult to pass these requirements. After hearing the reporter’s doubts, the consultant laughed: “If you can do it yourself, can you use us? Since we dare to pick up your business, we can do it.â€
According to the relevant requirements of GMP certification, after the above application conditions are met, the production environment, equipment, and other aspects shall be modified to meet the certification standards. From the consultant’s point of view, compared to those “hard targets†above, this is a small issue that “will be solved with inputâ€. From their involvement in the service to the final certification, "all costs will not exceed 1 million yuan." - Of course, this refers only to their consulting service fees.
As long as "not bad money", there is no certification that cannot be done. From nothing to complete inspection reports, approvals, production licenses, patents, brands, etc. The magical karate operation is a relationship network and interest network that goes deep into the testing organizations, regulatory agencies and other sectors.
Time: According to the project fee: Difficulty: Easy to apply Target: The company does not fully meet the conditions of the company's profit analysis: certification procedures fees, certification agency fees, certification service fees, consulting fees, all kinds of related procedures, fees and services Fee acquirers: certification bodies, certification service agencies, other organizations involved
Sixth, tailor-made
Regardless of how various certification services organizations “do everything,†companies must, after all, have to face scale restrictions and hard thresholds for costs. After all, not every company has the strength to pull out a GMP certificate.
When companies must pass certification to increase their value, they can't really pass the existing certification system. How can they be solved?
Some unlicensed certification projects that do have market demands appear to companies.
"Green Chinese medicine certification" is one of the typical representatives. The certification is known as a certification approved by the Ministry of Chinese Medicine and certified by the China Import & Export Association of Health Products (20.24, 0.00, 0.00%). The reporter disguisedly called the China Chamber of Commerce for the Import and Export of Medicines and Health Products. A staff member named Li told the reporter: “Our certification is approved by the Ministry of Traditional Chinese Medicine. It is absolutely legal and effective.†And for the standard of certification, the staff member said: “As long as the production base is green and the products are green, the air and the environment meet the requirements.†Then the reporter pointed out: “We only need to look at the relevant test report during the review. You can find the test report on your own.â€
According to the information provided by the staff member, the certification fee was RMB 68,000. The certification obtained by this channel is not found in the current certification directory, but for the enterprise, it is like spending money to buy an ad word.
Time: Short Cost: Lower Difficulty: Very easy to apply Target: Profit analysis of companies that cannot pass the existing certification system and have certification requirements: Certification application fee, expert review fee, inspection fee, logo fee for use : The author of the certification system
Seventh, you may still need...
With the joint efforts of supply and demand sides, many additional services have also been developed around certification.
According to the relevant provisions of the Regulations of the People's Republic of China on Certification and Accreditation, after obtaining certification, companies need to conduct an annual certification review, and after three years, they need a full-scale review of their qualifications. If any one review fails, the rectification shall be ordered, and the certification shall be revoked.
Such regulations have led to the subsequent certification and maintenance operations. The staff of the foreign trade logistics company mentioned in the previous article told the reporter that their company has commissioned a consulting company to be responsible for the maintenance of the ISO9000 certification. As long as a certain amount of maintenance fees are paid each year, the consulting company can guarantee that every review can be successfully passed.
An industry insider also mentioned this business to reporters. “Certificate agencies or certification consulting agencies often bundle this business with an application for certification, which will turn the company into a long-term customer for the organization.â€
This is more like a certification industry version of the brokerage company. Once the company signs up for the company, any brokerage matters will be handled by the brokerage company.
Profit analysis: various types of corporate training or service fees for profitable parties: certification bodies, certification consulting agencies, certification training institutions, industry associations, testing agencies, certification agencies, certification agencies, and other related organizations...
When various "organic foods" repeatedly created astronomical prices, when GMP and CCC became thresholds for entry into the industry and market, the surge in certification demand stimulated the birth of a large number of certification bodies and certification programs. There are generally two types of shady about certification, one is the qualification of the certification body is not qualified, the authentication system itself is nothing; the second is the original scientific and legal authentication system is abused, "the money will be certified." Under the combined effect of demand and supply, various commoditized certifications and related services have developed into a money-making model that can create profits and realize profit sharing.
Certified Money Mode
Valuable "wild certification"
The various certifications on the market range from a few thousand dollars to several tens of thousands. The price of certification depends on what? In the survey, the reporter found that behind it was a set of different value logics.
In the general awareness of the outside world, some mandatory and normative certifications are due to their nature of "entry" and "must", and their worth is necessarily high. However, the reporter learned through investigation that it is not necessarily linked between the authority and price of certification.
Taking ISO9000 as an example, a company with less than 100 employees will go through formal channels. The cost for the first year will be around 30,000 yuan. This price is still less than the “green Chinese medicine†promoted by the China Chamber of Commerce for Import & Export of Medicinal Health Products. †Half of the certification fee is 68,000 yuan.
What determines the certification price is not authoritative? What is it?
How can the price of a certification institute promoted by a chamber of commerce be higher than the authority's ISO9000 certification?
With this question, the reporter came into contact with another certification system: Chinese credit enterprise certification. As a supplier, the reporter registered on the “China Supplier†website and opened a telephone number. After understanding the basic situation, the customer service quickly entered the sales pitch.
According to customer service introduction, credit certification mainly examines enterprise qualifications from several aspects, such as the investigation and verification of the organization's credit performance in the most recent year, evaluation of the organization's willingness to integrity, evaluation of the organization's credit management capabilities, etc., involving specific how to evaluate, customer service is given The answer seems ambiguous. - "We have a special evaluation method. This has been approved by the China Internet News Center." As far as fees are concerned, all lump sums are around 30,000 yuan.
The reporter took a copy of the internal sales staff training manual certified by the China Credit Corporation. In this internal information, the sales staff's remarks were uniformly adjusted to “certification is to make the product sellable!†“Is there a certification, there is no Brand, the price at the time of negotiation is definitely not the same!"
In the vast certification market, integrity is only one aspect of corporate certification. In addition, a series of certifications such as quality system certification, management system certification, and after-sales service evaluation system certification mentioned above have already penetrated into every aspect of business operations.
What ISO9000 is in the end is not necessarily known to every consumer, but “Green Chinese Medicine†can be transformed into purchasing power immediately after it is packaged, and the signboard of “China Credit Enterprise†can also be used to compete with competitors. Among them, there is one more winning chip. By comparison, it is easy to see that the current prices of various certifications in the market are largely determined by the market's degree of acceptance and depend on the direct benefits that the company can obtain from it. The market's level of certification and recognition, to a large extent, depends on the result of the certification body's promotion of its certification system.
In addition, there is a chain of interest behind the decision to determine the "worth" of certification.
Where does the agency's profit come from?
For formal certification agencies and certification service agencies, the profit sources are roughly the following: certification audit related costs (including the issuance of certificates and signs), certification consulting fees, certification agency fees, certification mark usage fees, certification and periodic review related costs.
Taking organic food certification as an example, the reporter learned from the Green China Organic Food Certification Center, the first domestic organic food certification organization approved by the National Certification and Accreditation Administration, that the cost of the entire process from the application to the issuance of a certificate is approximately 3. Ten thousand yuan. The reporter consulted with some of the agencies on the market as agents of organic food certification agencies and found that the price actually did not have much difference with this, and some even slightly lower than the cost of certification through the agency.
Obviously, these agency agencies do not pay for service fees. So, where does the profit from the certification agency come from? What does the agency do?
The direct rent-seeking is a direct profit-making channel. In addition, this profit has a more subtle implementation.
Qi Yajun (a pseudonym), who was once a legal representative of a certification agency, told reporters the inside story:
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China's certification market is in turmoil.
"Organic", "green", "natural", various certification marks mixed with English acronyms, numerous certification systems, but it is difficult to distinguish; certification consulting, certification intermediary, certification agent, various types of unidentified certification The service agencies are everywhere, and it is no longer shady to have the money to buy certification, but it is the most common common sense.
All kinds of hidden rules, so that should be the integrity of the various certification systems, as a new benefit cake. Around the certification, it seems as though there is a game of money-lapping games.
Four generations of Apple VS four bags of apples
Jobs's Apple's fourth-generation Apple sold to China, never need to be marked with "quality certified by an authoritative department." Even if one day, this apple has the need of handling certain Chinese certification in order to cater to the tastes of Chinese consumers. With its corporate strength, even if it does not even have to do it yourself, it can also “get it†quickly and easily.
The four bags of apples in Wuyuan County, Shandong Province, urgently need the "organic certification" certificate to realize the doubling of their worth. However, in order to eventually enter the organic market, waiting for them is a rather lengthy certification process: the quality management system, the production process control system, the tracking system... Any one of the links will take a long time and high costs.
Apple's fourth generation never needs certification to improve its competitiveness. Four bags of apples can only bet additional value on the certification body. The same certification rules will never be the threshold for Apple's fourth generation, but for four bags of apples, no matter the time or money, it is a huge "opportunity cost."
The paradox of China's certification industry has resulted in the following: Large customers in the certification market are actually the weakest in the industry chain; the profits of certification are more from small and medium-sized enterprises.
Where there is demand, it is naturally a business opportunity. When many companies eagerly place value-added sources on a certification certificate, a huge interest cake is formed around certification and related services; there are competitions and naturally there are insiders. When the stakeholders of numerous authentication services compete for the customer's "explicit display of all the powers", all kinds of hidden unspoken rules make the various authentication systems that should become honest weights evolve into a near-threatening money-saving game.
From CCC to ISO9000, from green to organic, from the “market†to “the mayorâ€, various certifications have given companies that are eager to win the trust of the market, especially SMEs, a shortcut to “enhance the valueâ€. The effect-oriented, prosperous certification market has indeed created a huge value system.
As an intangible qualification assessment, how does certification become a product? Where does the value come from and why does it become a lucrative "gold mine"?
Certified Gold Mine
You don't know those certifications. In early November 2011, Liu Qi, a furniture manufacturer in Shijiazhuang, Hebei Province, after several considerations, finally accepted the advice of a consulting company to come up with a “safe and healthy furniture†certification service. Although he had never heard of this before The name of this certification.
In the field of furniture, the most authoritative certification is undoubtedly the “China Environmental Label†marked by the “Ten Ringâ€. However, its certification standard is undoubtedly difficult for SMEs such as Liu Qi to reach. Two years ago, he tried to provide "Ten Ring Certification" through several agencies. Before the signing of the service agreement with the other party, a fake certification named "China's Outstanding Green Products (GEP)" was exposed, raising the tide of counterfeiting of furniture environmental certification, and the handling of the "Ten Ring Certification" became extremely strict. The agency terminated the cooperation on the grounds of "tight wind".
This crackdown has spurred the certification of green furniture. When competitors have successively issued publicity phrases similar to the “Non-toxic and Harmless Certification of Environmental Protection Materials,†and affixed the relevant labels of “green products†and “safety productsâ€, even if it is known that such certification is not standardized, Liu Qi can only choose to do one.
"Filling the application form, submitting the company's business license and sample test report, paying the relevant fees for certification, 100% passing..." It took 35,000 yuan. Ten days later, Liu Qi got a certificate and logo use permission document.
How many types of certification exist in the Chinese market?
It is difficult for ordinary consumers to imagine that the light is based on the ISO certification, in addition to ISO9000, there are ISO9001, ISO14001, ISO22000, ISO14064 ... and the ISO system certification, but also just a small member of the entire quality system certification. As for the TL9000, WRAP, ICTI, BSCI, SGS, FSC, ROHS, ITS, etc....
A staff member of the National Authentication and Accreditation Administration of the People's Republic of China told reporters that at present, there are 28 kinds of certifications officially approved by China. Each of the certifications is subdivided into many subcategories, covering almost all enterprises from production to management. All aspects of sales.
If it is specific to a chicken farm, the alternatives include organic product certification, quality management system, environmental management system, occupational health and safety management system, good agricultural practices, and pollution-free agricultural products (11.04, 0.07, 0.64%). , green food, after-sales service evaluation system for products, and nearly ten kinds of certification. Of course, this does not include any local, industry-specific, or purely a name-based certification other than the approval of the CNCA.
Among these certifications, apart from the small number of mandatory certifications represented by the most basic security certifications, most of them are voluntary certifications that can be independently selected by enterprises. It is these certifications that leave stakeholders' operating space in the industry chain.
"GMP can be done, but there are not hundreds of thousands of people who can't get it down, and it takes nearly a year, cost is high, and it takes a long time. If you don't walk away from a pharmacy, you just have to do a brand or network sales instead of doing a 'health and safety product'. When a reporter consulted a management company in Zhengzhou as a processing company of Chinese Herbal Medicines, whether he would be able to apply for drug GMP ("Good Manufacturing Practice") certification, the consultant advised the reporter on the phone.
When consumers see a certification mark, it is difficult to notice the certification body behind it. Therefore, in the certification market, there has been a "safe and healthy furniture" instead of "10 rings" and "hygiene and safety products" instead of GMP.
Certified birth certificate
Regardless of “environmental protectionâ€, “safetyâ€, “green†or “organicâ€, various certification titles are always accompanied by the words “authority†when they come into the market. However, where do these certifications come from? Does his birth guarantee the gold content?
In 1983, a standard called IECQ, the Quality Evaluation System for Electronic Components of the International Electrotechnical Commission, was established in less than two years before the China Electronic Components Certification Committee was introduced to China, becoming the beginning of domestic quality certification.
IECQ represents the growth path of the vast majority of China's current certification system: the establishment of a national representative office - the introduction of a foreign ready-made system - expands the scope of certification of the system.
The public well-known ISO9000, CCC, CE, API and other well-known certifications come from this.
In addition, with the soundness of China's industries and the expansion of the certification market, a number of certification systems developed under the leadership of the government have begun to emerge.
According to Article 26 of the "Regulations of the People's Republic of China on Certification and Accreditation," certification bodies may establish their own certification marks and report them to the State Council's certification and accreditation regulatory department for the record. After the registration of the logo is successful, the certification body will have the right to grant the logo.
A domestic cafe manager revealed to reporters that they are developing a set of certifications on the coffee brewing process specification: “As long as you can come up with a set of standards, the next thing is to approve the problem.â€
Regardless of whether it is introduced from abroad or developed on its own, these certifications that have been approved by the national certification and supervision department are scientifically and rationally based only on the system. Their right of review and grant belongs to the certification body approved by the CNCA. Such certification can be said to have a certain official nature and can be used as a standard to determine whether a certificate is legal or not.
As a matter of fact, the current sources of certification on the market are far from these official certifications.
In addition to national certification, local governments often have local certifications, which are implemented locally in the form of local regulations.
With the rise of certification, some organizations that do not have certification qualifications have begun to develop their own certification names.
Through a manufacturing company, the reporter learned about a Chinese credit enterprise certification called CCECS. As the most important but most abstract element in the business field, the “authority†evaluation of corporate credit is actually a website called “Chinese suppliersâ€.
The reporter noticed that the organizer of this website is the China Internet News Center. Perhaps it is because of this “Country No.†supervisory unit, which appears to be completely unrelated to credit, making this website publicly known as “the only company-approved certification by the Chinese government in the promotional materials of “China Credit Enterprisesâ€. "The words.
The institution itself does not have the qualification for certification. Naturally, the certification system does not need to be approved by anybody. Whether or not the certification can be passed and how it is passed will be completely determined by the organization, and there will be no regulation or supervision. In the name of certification, the practice of "selling name", these "certified edge ball" is becoming a huge gray gold mine.
How much money does the certification require?
Although various certification titles are numerous and authentic and difficult to argue, in the face of increasingly fierce market competition, companies have to incorporate certification into their operating costs. How many dollars does the company need to spend to obtain these certifications behind the numerous complex and different price certification programs?
The reporter learned from the National Development and Reform Commission that enterprises apply for CCC certification, including application fees, product testing fees, factory inspection fees, approval and registration fees, supervision and review fees and annuities, all of which are about 7,000 yuan in total.
This represents the charging standard for China's mandatory product certification.
In the China Quality Certification Center, a fee statement, the reporter learned that the organization audit the entire composition of the audit of the ISO9000 quality system certification: the cost of the first trial + supervision and audit fee + pre-examination fee + re-evaluation fee. From this calculation, under the premise of a normal application and one-time certification, the cost that the company needs to spend is about 25,000 yuan. After that, it is necessary to repeatedly pay the fee for use of the logo and the review fee every year.
The above is merely the cost of applying for certification itself. For enterprises, there is often a lot of upfront investment to pass a certification.
Certification consulting is an up-front service that most companies can't avoid. Formal certification is a complex systematic project for the enterprise. To apply for ISO9000 certification as an example, companies need to conduct internal management standards training, establish a quality management system, and prepare quality system manuals and related program documents in accordance with the requirements of the certification system. These specialized procedures must all be completed by agencies with certification and approval qualifications approved by the CNCA. According to national standards, the 52-day quality system certification consulting service costs about 50,000 yuan.
According to the provisions of Article 21 of the Regulations of the People's Republic of China on Certification and Accreditation, all certification bodies shall publicly certify information such as basic norms, certification rules, and charging standards. However, it is clear that many unauthorized certification organizations that have not been approved actually exist.
“The organic certification is 45,000 yuan, the ISO9000 certification is 50,000 yuan, and the CCC certification is 100,000 yuan...†This is a quote from a Shanghai “certified agent†agency to the reporter. Its consultants repeatedly emphasized to reporters: "The time is short and the package passes." The same applies for formal certification. The prices of these informal channels are often lower than those of officially recognized institutions. This is undoubtedly a huge temptation for SMEs that are in urgent need of certification and are under cost pressure. The price advantage has created a huge market space for these gray authentication service organizations.
As for those who do not have formal origin certification, the charging standards are more dependent on the organization's packaging level and market personnel's business capabilities. Liu Qi summed up such certifications that he had contacted in the past few years: “The same is true for the certification of environmental protection furniture, which is 50,000 yuan or more, a few thousand yuan less, and the price is mostly 'negotiated'.â€
Listed public trust
When certification becomes a clearly-priced product, what exactly is it selling?
“Standardize the marketâ€, “safeguard product safetyâ€, “enhance enterprise management level and product qualityâ€... We can all hear the same words after asking the original intention of the birth of any certification project in China. However, the nature of the certification body itself seems to be causing some misalignment with the original intention of certification.
China’s formal certification authority is a legal person organization approved by the CNCA. Since it is a business, profits must be a theme that cannot be separated.
The “National Dental Prevention Team†event that once caused a sensation has allowed the certification industry and their customers to see another value of certification at the same time.
Since 2002, the National Dental Prevention Group has started to appear as an “authority agency†in toothpaste and chewing gum advertisements. It was not until 2005 that it was revealed that its entire organization had only two people and two desks. Its so-called authoritative certifications all came from self-developed certification standards and signs. It is such an organization that does not have any certification qualifications and conditions. It not only easily defrauded 1.3 billion consumers, but also made its certification a secret weapon of “doubling its worthâ€.
When the "National Dental Protection Authority Certification" can become a real sales volume, certification has begun to have a real and strong appeal to the company.
It seems that this seems to satisfy the basis for a win-win cooperation. The certification body needs to rely on the enterprise's certification business to obtain profits, and the enterprises also need to rely on the organization's certification to enhance their competitiveness. At the terminal of the market, the vast majority of consumers need certification. Apart from certification, what else can they believe?
The foundation of certification is the credibility generated by third parties. However, such a symbiotic relationship of interests makes the credibility of the certification condemned to be greatly reduced.
In the list of legal certification agencies provided by the National Certification and Accreditation Regulatory Commission, there are 17 agencies that have been certified by the reporter to have organic product certification. But so far, there are more than 5,000 companies that have passed the certification of organic products nationwide, and a large number of certificates are not from these 17 institutions.
The “Lee Ghost†companies play a role in counterfeiting or intermediation in the entire certification market. They together with the real-name certification agencies are stimulating the market. As long as there is sufficient room for profit, even certifications that are generally doubtful like “organic races†may appear in the market.
Product quality, scientific management, corporate credibility... these results that require certification to be certified are repackaged as the core value of certified transactions. Seemingly out of nothing but real.
Office certification? Buy certification?
In November 2011, in a storm that exposed the concept of speculation in the organic food industry, black transactions that used to buy certifications were frequently pulled from under the countertops, triggering public questions about the entire Chinese certification market.
In addition to the direct power-seeking behavior between enterprises and certification authorities, what channels and ways can enterprises obtain certification in the current certification market? How much does it cost? What are the benefits distribution plans for all stakeholders in this certification industry chain?
First, apply directly
How can an enterprise apply for certification directly to a certification body?
On October 31, 2011, the reporter went to the China Quality Certification Center in Beijing. The center is approved by the Central Organization Establishment Committee, established by the General Administration of Quality Supervision, Inspection and Quarantine and entrusted by the National Certification and Accreditation Administration Committee to administer the state-level certification authority.
The reporter consulted with the staff in the name of handling ISO9000. It was learned that according to the formal procedures, the ISO9000 certification application was mainly divided into four stages, including instilling the basic knowledge of ISO9000 to the employees of the company, setting up a document writing team, receiving quality system training, and preparing a quality system. Documents, quality standards, commissioning, internal audit and other links, and finally the certification body organizes simulation audits, on-site assessments, and issuance of certificates.
According to the certification process, it takes at least 9 months from the time of application to approval for the ISO 9000 certification to be completed on the premise of a one-time adoption of all the projects. The company's first-year fee is 31,000 yuan in the range of 30 to 99 people. Pay review and signage fees.
Time: Long Cost: According to national uniform regulations Difficulty: Difficulties Applicable objects: Profits of enterprises that have met the certification requirements and have high management skills and organizational skills. Analysis: Certification application fee, expert review fee, logo fee for use Profitable party: Certification institutions <br> <br> Second, the advisory body commissioned by the charge d'affaires
For most companies, applying directly to a certification body is not operative. Because the certification system requires companies to conduct a series of professional training and system construction, and these must be completed under the guidance of experts.
It is undoubtedly a more realistic choice to commission a certification consulting agency. Although the certification consultancy institution approved by the CNCA does not have the qualification for certification, its consulting services may include the entrustment of enterprises and the procedures for applying for certification.
The reporter learned from a service contract signed by a foreign trade logistics company and a certification consulting agency. This project list lists the training and counseling details specifically for ISO9000 certification. The entire training period is 52 days and it is divided into five phases. . Throughout the entire process, the company will be reconstructed in accordance with the standards required for passing the certification. The focus will be entirely on the items that the certification body needs to inspect. The consulting fee is 50,000 yuan.
"After the consulting company arrived, it completely reformed the company according to the indicators required by ISO 9000 and helped us add a large number of documents. This became the key to the next application." The company's staff told the reporter.
The commissioned certification training organization took care of it and avoided the frequent revision of the documents. This greatly shortened the time and effort required for the certification application. The company took ISO9000 certification in only 5 months, which is more than half of the time required to apply directly to the certification body.
This may even be regarded as an upgraded version of the formal channel application. When the company already has considerable conditions, commissioning the application becomes one of the most effective ways to save time and money.
Time: Longer costs: High, including certification fees and certification consulting fees Two difficulty: more difficult Applicable objects: basic indicators with the required hard targets for certification, but the management system is not perfect corporate profits analysis: certification training consulting fees, certification application agency fees , certification application fee, expert assessment fee, and the fee for the use of logos that are required to be paid each year Profitable parties: certification bodies, certification consulting bodies
Third, certification packaging program
In the process of applying for IECQ certification, Huang Pinyang, an electrical parts and components manufacturer in Guangdong, compared some of the indicators that IECQ needs to be evaluated. Some of them are obviously not met by themselves. They are introduced by people in the industry and contact one of them to provide certification services. Business service company.
Most of these unlicensed certification service companies carry out certification services under the names of "consulting companies" and "business companies." After signing the cooperation agreement, the business company set about preparing Huang Pinyang for relevant certification materials. For example, when the certification panel examines whether Huang Pinyang’s corporate quality goals are suitable for decomposition, it has “designed†a series of testable evidence for the company: to use its “signed†training agreement to prove that the company’s employee induction training rate is 100%; Obtained a report from a testing organization with a cooperation relationship to prove that the final inspection rate of products exceeds 98%; the use of counterfeit customer surveys proves that the customer satisfaction rate is above 95%, which means that the company has fully achieved the “guarantee customer satisfactionâ€. The quality goal.
As for the related system construction for certification requirements, the company also tailored a full set of documents for Huang Pinyang to serve as evidence of the company's “complianceâ€.
The essential difference between such certification services and formal certification consulting is: formal certification consulting companies help enterprises to establish relevant documents and systems, and eventually reach the standards of certification, and these informal organizations only detect reports, documents, etc. On the other hand, providing enterprises with certification materials that can pass certification does not change the real situation in which the company does not meet the certification standards.
However, Huang Pinyang eventually passed IECQ certification once after this comprehensive packaging and design of the company based on various indicators that need to be evaluated.
Time: Shorter fee: Higher, including certification fee and service fee Difficulty: Easier to apply Target: Extensive, especially if there are some indicators that cannot meet the certification requirements. Profit Analysis: Certification service fee, certification application agency fee, certification application Fees, expert review fees, and annual fees required to be paid for the use of tokens: Accreditation bodies, various certification service organizations, relevant testing agencies, and training institutions
Fourth, the dry price
Whether it is commissioning a formal certification consulting company or recourse to the packaging of other certification service agencies, it also requires companies to have corresponding scale and minimum hardware requirements such as site and equipment. If even these are not available, can there be other ways to pass the certification and is there really a "buy certification" situation on the market?
In response to the “organic certification†that is currently at the forefront of the crisis, the reporter opened a telephone call from a certification authority in Beijing as an individual owner of a chicken farm. At the end of the phone, the staff immediately stated that as long as they are registered in the Industrial and Commercial Bureau, they can guarantee that the certificate will be obtained within a month or so. The total cost of the entire process is 25,000 yuan.
In the face of hesitation from reporters, the staff members claimed that they had “long-term cooperation†with a domestic certification body and engaged in certification agency services in order to further dispel reporter concerns, and therefore could guarantee 100% one-time approval. "Now 'organic certification' is so tight that it does not dare to continue without a strong relationship."
According to inside information sources, the reporter disclosed that this is known as the “contract price†in the industry. This is also the most commonly used method for obtaining certification for companies that do not have certification requirements at all. "These agencies that provide lump-sum services are in fact agents or intermediaries. They often pull customers under the name of the certification body, and then use the relationship to obtain a certificate from a certified certification body."
Of course, getting a certificate does not mean that everything can be settled. Once the company has commissioned such an organization, it must always rely on the agency's services. Otherwise, once a year's review can allow companies to obtain certificates that are revoked at any time.
Time: Short Expenses: Lower Difficulty: Easy to apply Target: Profit analysis of companies that do not have certification conditions at all: Certification Processing Fee, Certification Intermediary Service Fee, and Annual Review Service Fee Profitable Party: Certification Body, Certification Intermediary, Certification Agency <br> <br> Fifth, do not be no certification
In addition to certification training and consulting, there are also some "magic" certification service agencies that can provide "through-train service" to create a "quality" enterprise that meets the "certification requirements".
About ten companies have not conducted any technological transformation, production conditions are extremely rudimentary, and even there are no mature brands and products ... The reporter, as a trading enterprise of traditional Chinese medicine, visited a Baidu search key in Beijing with such conditions. The top ten companies of the word "certification consulting firm" consult with the company whether they can handle GMP certification. The consultants pointedly stated that the strength of such enterprises is far from the certification standard, unless they have “sufficient financial strength†and give them full power.
After the reporter stated that "money is not a problem," he consulted with him on specific procedures. According to the consultant’s introduction, after signing a service contract with them and delivering the initial service fee, the company will first perform a series of “standardized upgrades†on the product, including finding a nationally recognized laboratory to issue a test report and reporting to the State Food and Drug Administration. Approval, access to health product number and production qualifications, product packaging, application for related patents, etc.
The reporter deliberately referred to the situation of his company and expressed concern that it would be difficult to pass these requirements. After hearing the reporter’s doubts, the consultant laughed: “If you can do it yourself, can you use us? Since we dare to pick up your business, we can do it.â€
According to the relevant requirements of GMP certification, after the above application conditions are met, the production environment, equipment, and other aspects shall be modified to meet the certification standards. From the consultant’s point of view, compared to those “hard targets†above, this is a small issue that “will be solved with inputâ€. From their involvement in the service to the final certification, "all costs will not exceed 1 million yuan." - Of course, this refers only to their consulting service fees.
As long as "not bad money", there is no certification that cannot be done. From nothing to complete inspection reports, approvals, production licenses, patents, brands, etc. The magical karate operation is a relationship network and interest network that goes deep into the testing organizations, regulatory agencies and other sectors.
Time: According to the project fee: Difficulty: Easy to apply Target: The company does not fully meet the conditions of the company's profit analysis: certification procedures fees, certification agency fees, certification service fees, consulting fees, all kinds of related procedures, fees and services Fee acquirers: certification bodies, certification service agencies, other organizations involved
Sixth, tailor-made
Regardless of how various certification services organizations “do everything,†companies must, after all, have to face scale restrictions and hard thresholds for costs. After all, not every company has the strength to pull out a GMP certificate.
When companies must pass certification to increase their value, they can't really pass the existing certification system. How can they be solved?
Some unlicensed certification projects that do have market demands appear to companies.
"Green Chinese medicine certification" is one of the typical representatives. The certification is known as a certification approved by the Ministry of Chinese Medicine and certified by the China Import & Export Association of Health Products (20.24, 0.00, 0.00%). The reporter disguisedly called the China Chamber of Commerce for the Import and Export of Medicines and Health Products. A staff member named Li told the reporter: “Our certification is approved by the Ministry of Traditional Chinese Medicine. It is absolutely legal and effective.†And for the standard of certification, the staff member said: “As long as the production base is green and the products are green, the air and the environment meet the requirements.†Then the reporter pointed out: “We only need to look at the relevant test report during the review. You can find the test report on your own.â€
According to the information provided by the staff member, the certification fee was RMB 68,000. The certification obtained by this channel is not found in the current certification directory, but for the enterprise, it is like spending money to buy an ad word.
Time: Short Cost: Lower Difficulty: Very easy to apply Target: Profit analysis of companies that cannot pass the existing certification system and have certification requirements: Certification application fee, expert review fee, inspection fee, logo fee for use : The author of the certification system
Seventh, you may still need...
With the joint efforts of supply and demand sides, many additional services have also been developed around certification.
According to the relevant provisions of the Regulations of the People's Republic of China on Certification and Accreditation, after obtaining certification, companies need to conduct an annual certification review, and after three years, they need a full-scale review of their qualifications. If any one review fails, the rectification shall be ordered, and the certification shall be revoked.
Such regulations have led to the subsequent certification and maintenance operations. The staff of the foreign trade logistics company mentioned in the previous article told the reporter that their company has commissioned a consulting company to be responsible for the maintenance of the ISO9000 certification. As long as a certain amount of maintenance fees are paid each year, the consulting company can guarantee that every review can be successfully passed.
An industry insider also mentioned this business to reporters. “Certificate agencies or certification consulting agencies often bundle this business with an application for certification, which will turn the company into a long-term customer for the organization.â€
This is more like a certification industry version of the brokerage company. Once the company signs up for the company, any brokerage matters will be handled by the brokerage company.
Profit analysis: various types of corporate training or service fees for profitable parties: certification bodies, certification consulting agencies, certification training institutions, industry associations, testing agencies, certification agencies, certification agencies, and other related organizations...
When various "organic foods" repeatedly created astronomical prices, when GMP and CCC became thresholds for entry into the industry and market, the surge in certification demand stimulated the birth of a large number of certification bodies and certification programs. There are generally two types of shady about certification, one is the qualification of the certification body is not qualified, the authentication system itself is nothing; the second is the original scientific and legal authentication system is abused, "the money will be certified." Under the combined effect of demand and supply, various commoditized certifications and related services have developed into a money-making model that can create profits and realize profit sharing.
Certified Money Mode
Valuable "wild certification"
The various certifications on the market range from a few thousand dollars to several tens of thousands. The price of certification depends on what? In the survey, the reporter found that behind it was a set of different value logics.
In the general awareness of the outside world, some mandatory and normative certifications are due to their nature of "entry" and "must", and their worth is necessarily high. However, the reporter learned through investigation that it is not necessarily linked between the authority and price of certification.
Taking ISO9000 as an example, a company with less than 100 employees will go through formal channels. The cost for the first year will be around 30,000 yuan. This price is still less than the “green Chinese medicine†promoted by the China Chamber of Commerce for Import & Export of Medicinal Health Products. †Half of the certification fee is 68,000 yuan.
What determines the certification price is not authoritative? What is it?
How can the price of a certification institute promoted by a chamber of commerce be higher than the authority's ISO9000 certification?
With this question, the reporter came into contact with another certification system: Chinese credit enterprise certification. As a supplier, the reporter registered on the “China Supplier†website and opened a telephone number. After understanding the basic situation, the customer service quickly entered the sales pitch.
According to customer service introduction, credit certification mainly examines enterprise qualifications from several aspects, such as the investigation and verification of the organization's credit performance in the most recent year, evaluation of the organization's willingness to integrity, evaluation of the organization's credit management capabilities, etc., involving specific how to evaluate, customer service is given The answer seems ambiguous. - "We have a special evaluation method. This has been approved by the China Internet News Center." As far as fees are concerned, all lump sums are around 30,000 yuan.
The reporter took a copy of the internal sales staff training manual certified by the China Credit Corporation. In this internal information, the sales staff's remarks were uniformly adjusted to “certification is to make the product sellable!†“Is there a certification, there is no Brand, the price at the time of negotiation is definitely not the same!"
In the vast certification market, integrity is only one aspect of corporate certification. In addition, a series of certifications such as quality system certification, management system certification, and after-sales service evaluation system certification mentioned above have already penetrated into every aspect of business operations.
What ISO9000 is in the end is not necessarily known to every consumer, but “Green Chinese Medicine†can be transformed into purchasing power immediately after it is packaged, and the signboard of “China Credit Enterprise†can also be used to compete with competitors. Among them, there is one more winning chip. By comparison, it is easy to see that the current prices of various certifications in the market are largely determined by the market's degree of acceptance and depend on the direct benefits that the company can obtain from it. The market's level of certification and recognition, to a large extent, depends on the result of the certification body's promotion of its certification system.
In addition, there is a chain of interest behind the decision to determine the "worth" of certification.
Where does the agency's profit come from?
For formal certification agencies and certification service agencies, the profit sources are roughly the following: certification audit related costs (including the issuance of certificates and signs), certification consulting fees, certification agency fees, certification mark usage fees, certification and periodic review related costs.
Taking organic food certification as an example, the reporter learned from the Green China Organic Food Certification Center, the first domestic organic food certification organization approved by the National Certification and Accreditation Administration, that the cost of the entire process from the application to the issuance of a certificate is approximately 3. Ten thousand yuan. The reporter consulted with some of the agencies on the market as agents of organic food certification agencies and found that the price actually did not have much difference with this, and some even slightly lower than the cost of certification through the agency.
Obviously, these agency agencies do not pay for service fees. So, where does the profit from the certification agency come from? What does the agency do?
The direct rent-seeking is a direct profit-making channel. In addition, this profit has a more subtle implementation.
Qi Yajun (a pseudonym), who was once a legal representative of a certification agency, told reporters the inside story:
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