After the home appliance and automobile trade- in were in full swing in the country, the furniture industry finally took over the baton. Can it successfully replicate the successful experience of the precedent industry? Will the majority of furniture brands and consumers buy? The reporter understood the current situation of the Nanjing market.
At the end of Nanjing: only the red star Meikailong test the water for trade-in
After a thorough examination of the Nanjing furniture market, the reporter only found the traces of furniture trade-in in Red Star Macalline. It is understood that in December last year, the Red Star Macalline Central Road store had launched an old-fashioned furniture event, the relevant content shows that at that time, the purchase of designated sofas, beds, wardrobes and other household products can enjoy up to 10% subsidy. Since June 1 this year, the Red Star Macalline Kazi store has once again launched the “old-for-new†welfare season for furniture, which can be subsidized up to 400 yuan.
Furniture trades in different ways
"On the one hand, we want to stimulate consumption, on the other hand, we want to bring convenience and benefits to consumers who change furniture." Red Star Macalline Kazi store staff introduced that the store implements an on-site recycling service to help consumers solve the problem of old furniture handling. . Consumers can obtain a "furniture replacement voucher" from the shopping mall service desk with the recycling agreement, which is used to pay a certain amount when purchasing the product again.
Market status: a sharp contrast between the two sides
When reporters visited major home stores, they found that many Nanjing consumers were asking about furniture replacement. Ms. Zhu, who lives in Qinhuai District, said: "The home is preparing for a second renovation. There are a lot of old homes. I don't know how to deal with it. I keep the place and sell it. I can't bear it. I heard that furniture can be replaced with new ones. Come and find out."
Faced with the super enthusiasm of consumers, how many brands in the Nanjing furniture market have participated in the trade-in? Journalists can only use "Liao Ruo Xing Chen" to describe, and some brands only recycle their own products. Even so, the mattress can only reach 100 yuan, while the leather sofa does not exceed 400 yuan, the conditions are quite harsh.
A furniture salesperson who asked not to be named reminded that “some brands will increase the price of the products they are selling in order to participate in the trade-in, so they seem to enjoy the relevant policies on the surface, but the price difference sometimes leads to normal The price is higher. Consumers can't always stare at the price of the product, so be vigilant when buying."
Secrets of coldness: multiple factors hinder policy landing
For furniture trade-in, the attitudes of major brands and consumers are in stark contrast. Why? Many industry insiders said that the low level of recycling, processing and standardization has become an important factor. A furniture brand CEO who is not willing to participate in related activities told reporters straightforwardly that our company is headquartered in Guangzhou. If the old furniture is recycled and transported back, logistics, warehousing, secondary use of used furniture are all problems, and the cost is too High, it can't be implemented at all. â€
Zhu Changling, director of the China Furniture Association, once said that the recycling of used furniture is still a test for the cost of enterprises. At present, the services such as trade-in and new-style services that are gradually emerging in the market are more value-added services for consumers, and furniture companies are striving for customers. A marketing tool. Therefore, in order to really get promoted, it still needs strong support from the policy.
The second dilemma that caused the furniture to trade in the cold market is that its production standardization is not high, there are many types of products and there is no uniform model. The price between different brands and different styles of furniture can not be used for reference, and the simple one-size-fits-all The subsidy method is often not very satisfactory for consumers. Some consumers have told reporters: "It's all leather sofas, the same level of old and new, some thousands of dollars bought in the 10,000 yuan to buy, are not reasonable to give 400?".
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