The store rushed to run "furniture trade-in"

The Beijing Municipal Commission of Commerce recently expressed its concern about the old-fashioned home furnishing store in Beijing. A few days ago, the Real Home, Red Star Macalline, and Jimei Home respectively introduced the characteristics of their trade-in and the progress of their activities. They wanted to seize the market opportunities before the introduction of the policy rules and the announcement of the pilot enterprises.

Store operation methods are different

Since 2011, some home stores have introduced furniture trade-in as an important measure to innovate services under the control of the property market, drive passenger flow and increase sales, but there are differences in specific operation methods.

In March of last year, Red Star Macalline launched the “Non-replacement and 100 million home improvement plan” and invested 100 million yuan in Beijing, Shanghai and Chongqing. The professional organization team of the store organized the evaluation of the old furniture to be replaced. According to the evaluation data, corresponding subsidy vouchers are given to offset the cash when purchasing new furniture.

In September last year, the actual home in Beijing launched the “furniture trade-in” service. Consumers can apply for the old furniture to be recycled to the actual home when purchasing furniture in the Beijing Five Stores. The store purchases new furniture by the consumer. % is subsidized.

At the beginning of this year, Jimei Home launched the old-for-news initiative, which provides 2 to 3 times the amount of “home purchase coupon” premium recovery according to the market price of old furniture. At the same time, the purchase of home purchase coupons can be reduced by one thousand yuan on the basis of the transaction price. One hundred yuan.

For a long time, the evaluation of the value of old furniture is not easy, and it is difficult to recycle and deal with the problem that the furniture trades in the home industry. As the event progresses, each store is also exploring solutions. It is reported that considering that old furniture is difficult to install and the utilization rate is low, Red Star Macalline will not be forced to recycle. Wang Wei, general manager of Hongxing Meikailong Jinghu·Southwest Region, said that this also shows respect for property rights for consumers.

In fact, the home is to link the subsidy to the price of new furniture, and strive to avoid disputes between professional assessment and consumer opinions. With the increasing number of tens of thousands of old furniture hoarded in the warehouse, Wang Linpeng, the president of the home, said that a recycling center with an area of ​​10,000 square meters will be established in the North Sixth Ring Road to classify and dismantle the recycled old furniture. Finally, it is handed over to a professional company for disposal and reuse of old furniture.

Great potential for trade-in

For the consumer, the furniture is replaced with a new one that solves the problem of the old furniture in the past, and enjoys the discount when purchasing new furniture. For home furnishing companies, the huge business opportunities in the furniture trade-in market are yet to be explored. According to Wang Linpeng, the “Furniture for Trade-in” service has been launched for four months. As of February 19, a total of 10,279 contracts were signed, and the number of participating furniture brands was 229. 5,658 old furniture was recycled, and new furniture sales reached 117 million yuan. The store has 10% of the overall sales of furniture during the same period.

The old-fashioned consumption potential has been widely recognized by the industry. Wang Wei also believes that the number of furniture that is eliminated every year in Beijing is not less than 1 million sets. According to the current transaction price of furniture, the average price of a new set of furniture should be around 3,000 yuan. "In the policy of 'replacement of furniture', These old furniture that should be eliminated are replaced with new furniture, so at least it will increase the consumption of 3 billion yuan." Zhao Jianguo, president of Jimei Home, said that furniture trade-in services have invisibly expanded domestic demand. Chen Xiaotai, president of Baiqiang Furniture, said that in markets where products and prices are merging, stores and merchants that implement trade-in services will benefit.

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