For the renovation of the new house, there are always more than a few times to add new equipment to the furniture city. Ms. Li, a resident of Guangzhou, recently encountered a unique way of selling in the purchase of new furniture in a certain 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.
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."
According to industry insiders, in the past year, the rise of furniture in the form of “old-for-new†has come from imitating the home appliance industry. The old-fashioned home appliance industry has long been no news, and the furniture-led “home-for-new†has not been implemented. Although many businesses 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†with old furniture handling 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.
A bed with an original price of 5,000 yuan, sold at a discount of 10% (actual transaction is 4,500 yuan); some irresponsible manufacturers changed the price tag to 6,000 yuan on the day of the event, and sold at 15% - the consumer soft-hardened bubble was cut to eight Discount, 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.
Red Star Macalline had already 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 absence of the furniture industry system
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.
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