The new house decoration people always have to go to the furniture city to add new equipment. Guangzhou resident Ms. Li recently encountered a unique sales method in the process of purchasing new furniture in a furniture city.
“Furniture City says that it is now possible to 'renew old', that is, to buy new furniture, but also to recycle the old furniture of my home to help deal with it. Then give me a certain proportion of subsidies according to the turnover of new furniture.†Ms. Li feels that this way can Clean up the old things in the house and buy new furniture cost-effectively, and immediately decided to participate in such activities. A new sofa of 6,000 yuan, the subsidy ratio of 5%, and finally Ms. Li bought at 5700 yuan.
Later, when Ms. Li’s friend came to the new house, she talked about buying the same style of sofa in the same furniture city six months ago. At that time, the price of the sofa was only 5,500 yuan, and 10% off. Ms. Li was uncomfortable and said to the reporter: "I don't think I could think that the 'old-for-new' campaign has made me feel good, how it seems to be cheated by price."
The reporter learned from industry insiders that the rise of furniture in the past year has been in the form of imitating the home appliance industry. The old-fashioned home appliance industry has long been a news, and the furniture-led “home-for-new†has not been implemented. Although many merchants have continued to carry out the "old-for-new" activities of furniture, in reality, most consumers are fooled by the unclear price of the business.
1. Individual companies "replace old" also received old furniture processing fees
“Consumers can't remember the price of each product so accurately, and it is impossible to go to the furniture city every day.†Provincial Furniture Association staff told reporters that consumers are intuitive for the 10% to 20% discount, but it is easy to make certain Manufacturers are taking advantage of profits, and the incentives for those who buy furniture seem to make them cheap, but they have suffered losses.
For example, a bed with an original price of 5,000 yuan, a 10% discount (actual transaction is 4,500 yuan); some irresponsible manufacturers on the day of the event to change the price tag to 6000 yuan, 15% off sale - consumer soft-hard foam 20% off, the last 4800 yuan deal! It is very likely that the price will be cut for half a day, but it may cost more than usual. Some companies have also used the "old-for-new" model to cover up price fraud, raising the price of furniture to the price of old furniture, and even the processing price of old furniture. For example, the original furniture of 4,000 yuan, "trade-in" it sells 5,500 yuan, the old furniture is equivalent to 1,000 yuan, in fact, it also charges a furniture processing fee of 500 yuan. Because each company's furniture is full of personality, ordinary people can't compare their prices.
"In fact, the form of furniture trade-in is still worth promoting. If it is done well, it can solve the practical problems of ordinary people dealing with old furniture, and bring commercial benefits. The key furniture city is not clearly marked." The association staff told reporters that this year At the beginning, Shanghai Yuexing Furniture took the lead in launching the “old-for-new†furniture: during the event, consumers can ask the mall to evaluate the furniture and then receive the subsidy for new furniture. Guangzhou's Baishi Furniture recently boycotted the “fleece on the sheep†and clearly marked the “old-for-new†campaign, and prepared to donate the recycled old furniture to the needy families who need help. These are all well-executed cases in the industry.
It is understood that Red Star Macalline has taken the lead in exploring the "old-for-new" model of furniture as early as last year. Since March 2011, Red Star Macalline has invested 100 million yuan in funding through the “non-replacement and 100 million furniture upgrade†initiative to help consumers replace the old furniture subsidies in Beijing, Shanghai and Chongqing. New furniture for upgrading the furniture environment. Actually, the home began to pilot the old-for-new activities in Beijing last September. Consumers who purchase new furniture can hand over the old furniture to the store for recycling. Regardless of the original price of the old furniture, the old and new, it will be deducted at a discount of 5% of the new furniture turnover, and the upper limit will be set. The Beijing Municipal Commission of Commerce also made it clear at the 2012 Beijing Business Work Conference that Beijing will pilot the “old-for-new†furniture, and relevant implementation measures are still under discussion.
2. The lack of participation in the furniture industry system is not high
It has been described that furniture “trade-in†as a value-added service is more like a hormone for the current depressed furniture market. The reporter then visited the old-fashioned Best Furniture, which was mentioned by the furniture association. The head of the marketing department said: “Furniture trade-in will have a great stimulating effect on the current consumer demand for furniture in the downturn. Many consumers There are ideas for updating furniture, but on the one hand subject to price, some are difficult, on the other hand, it is wasteful to throw away old furniture."
So, can the "old-for-new" really bring a win-win situation in the eyes of furniture manufacturers?
In fact, the trade-in is just a name, how to change is the most concerned about consumers. Regarding this policy, some people in the industry have put forward different opinions. They think that "this is a huge project and it is difficult to operate now." Because furniture recycling is not the same as home appliances, home appliances can be recycled. For furniture, in addition to some high-quality solid wood, the recycling value of ordinary plates is not high. Who should pay for this part of the subsidy fee first, and how to deal with it after recycling should also be standardized. Implementation to specific implementation, for example: ordinary MDF processing costs are higher than the value of recycling, so implementation is more difficult, the timetable for policy advancement is still uncertain.
“What do the old furniture that is recycled? Who is it sold to after renovation? Participating in this activity is equivalent to increasing the operating costs of our furniture dealers.†When consulting brand furniture dealers, the reporter learned that many companies are not willing to participate in furniture trade-in. Many companies believe that such activities are not good, and it is very troublesome for manufacturers to recycle old furniture. The labor costs are also high, and there is basically no profitable space after renovation. This makes furniture companies have no interest in trade-in.
Zhu Changling of the China Furniture Association also said that the real furniture companies in China have hardly recycled old furniture to make new furniture, because the cost of processing is too high, completely exceeding the scope of the enterprise.
In addition, the lack of mature and practical old furniture recycling technology is the main reason why old furniture is difficult to re-enter the market. There is no reasonable recycling mechanism or system in the market. It is often seen that old furniture is treated as garbage.
Wang Linpeng, the president of the Real Home, once said: “It is also a difficult problem for consumers to deal with old furniture. Before there is no proper method and technology, we will first establish a recycling mechanism to promote recycling of old furniture as a service.†Secretary General of China Furniture Association Zhang Bingbing suggested: "For old furniture, it can be used in conjunction with the National Safe Housing Project to give old homeowners with less damage to the needy homeowners, or to give them to poor families in need in suburban counties."
At the just-concluded seminar on the price of the furniture industry, Zhu Changling, chairman of the China Furniture Association, put forward the statement that “the price should be institutionalized†and let the “old-for-new†be implemented at the level of the system. From the overall situation, only when the market is in a benign competition and atmosphere, driven by truly responsible brand manufacturers, consumers will really enjoy the benefits of furniture trade-in.
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More traps in the furniture industry
Preventing "Fudge" has a coup
First, the low discount name is not the real need to see more contrast
This phenomenon is more common in the home market promotion. For example, some shopping malls have made a big promotion of the “5 fold up†promotion slogan, but in reality there are only a very small amount of 50% off product sales, most of the home products are still more than 70% off. And even some shopping malls do not have 50% off products, just attract consumers through ultra-low-cost Shantou, and then convince consumers to buy products through the salesman's three-inch tongue. Before buying, you should pay attention to whether it is "clear price". In addition to detailed comparison, you can record the specific price of a product before and after the event. If there are differences before and after, there must be a stupid one.
Second, buying a gift combination is not cost-effective
In addition to discount promotions, buying products and giving gifts is also a popular way of promotion. Home furnishing manufacturers often grasp the psychology of many consumers who are greedy and cheap, and carry out a combination of buying and selling. Some home furnishing companies implement the activity strategy of buying furniture and building materials and sending home accessories, and buy more and send more, thus stimulating consumption. It is understood that some furniture stores sell furniture gift vouchers, saying that they can be used in the home decoration brands of all their stores. But when the consumer took the gift certificate to prepare for consumption the next day, he was told by the clerk that the gift certificate had expired. After careful inspection, it was discovered that the bottom left corner of the gift certificate was written in a very small word: the day was valid and expired.
Third, special products or traps focus on business forms
In terms of business form, if there are many small shops integrated in a large store, and the activities or discounts of each store are completely different, the risk of being fooled is even greater, and the centralized or large ShoppingMall form can be much more reassuring.
Some insiders pointed out that consumers should not be too tempted to discount low discounts on home products. For a penny of goods, those low-priced home products often have manufacturing process defects or product quality problems, and some home products after-sales service cannot be guaranteed. Therefore, it is recommended that consumers should try to be more moderately discounted when choosing products, and don't be overwhelmed by low discounts. Consumers need to be carefully identified, consulted, and not fall into the promotion trap.
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