Policy is too cumbersome
According to reports, before the launch of the furniture trade-in activities, there were a number of stores in Beijing that had already carried out similar activities, and there was no burden for merchants to participate in the activities. However, nowadays, in the face of “authentic†furniture trade-in activities, merchants have said that “it is really troublesome to participate in the trade-in.â€
Take Jimei Home as an example. The 5% subsidy previously provided to consumers is all responsible for the store. At the same time, the store is also responsible for evaluating and recycling the old furniture. The merchant's workflow has hardly changed. After the launch of the old-for-news activity, some merchants said: "We have to pay 2.5% of the 10% subsidy for old-for-new, and we have to dismantle and pull back old furniture for consumers. The cost has increased a lot, and it has also delayed the work efficiency. ."
According to the public notice of the Beijing Municipal Commission of Commerce, the subsidy ratio for furniture replacement is 10% of the price of newly purchased furniture, of which government and furniture sales companies subsidize 5% each. Since the Beijing Municipal Commission of Commerce does not clearly stipulate that “furniture sales enterprises†refer to stores or merchants in the end, most stores require that 5% of subsidies be paid by the stores and merchants by 2.5%.
A foreign merchant from Chengcheng said to the media: "In the past, we only had to send the furniture to the customer to the home, but now we have to pull back the old furniture of the customer and put it in the warehouse outside the city. We used to have a car. You can pull 10 pieces of furniture and give them to 10 customers. Now you can't do this smoothly."
The Beijing Municipal Commission of Commerce stipulates that enterprises should take away old furniture while sending new furniture. If the old and new furniture are not in the same place, they can pay for consumers. However, Jiuzheng Building Materials Network has learned that it is generally delivered by the manufacturer. If the old and new furniture are not in the same place, few merchants are willing to pay for the service. Only the consumers can send the old furniture to the designated recycling location. “A car, four workers, the cost of sending furniture in one day is about 1,000 yuan. Therefore, most companies are reluctant to go to the door to recycle old furniture, which is also reasonable.†A representative of the manufacturer who asked not to be named Said to the media.
Internal marketing is easier to operate?
Conflict with the in-store promotions “Furniture trade-in and in-store promotions, which one are you willing to attend?†I believe this is what many consumers are entangled in the Red Star Macalline North Fifth Ring Store, which coincides with the store’s anniversary celebration and the store. Launched a two-day promotion of over 2,000 yuan to return to 300 yuan.
In a solid wood furniture brand store, a customer told the media: "I saw this policy from the news, but the main reason for coming here today is that the profit of the store is relatively large. I just asked if I participated in the promotion of the store. , you can't participate in the trade-in."
In a European and American furniture store in the store, the sales staff admitted that the Red Star Macalline North Fifth Ring Store has not been crowded since its opening, so the promotion is relatively large. She said: "We can get a minimum of 25% off, and we can also participate in the store's celebrations." However, she added: "The store does not participate in the old-for-new, because not both activities can participate. And the celebration activities are required to support the store, This is once a year, once every two days. If the trade-in is in conflict with the activities in the store, we can only give up the trade-in.†“To put it bluntly, we are more willing to launch our own promotions, because the activities in the store make the profits more direct and more affordable. There is no troublesome procedure, and it is very troublesome." The salesperson of the left and right sofas said bluntly.
Clear price is difficult to implement
The Beijing Municipal Commission of Commerce clearly stipulates that the furniture enterprises that participate in the trade-in must be “clearly priced, clearly discounted, not bargained, and may not be raised at any time or in disguiseâ€. It also stipulates that the sales enterprise must classify, brand, model and sell new furniture. Relevant information such as invoice serial number, sales price, and advance subsidy amount are recorded in the Beijing Furniture Trade-in Information Management System.
The plain price means that the commodity can't be falsified and the price is discounted. It has a certain effect on curbing the price chaos in the home market, and it is also the basis for the furniture to be replaced. However, it is not difficult for the home industry to implement clear prices. The relevant person in charge of the Beijing Furniture Association pointed out that the phenomenon of high prices in the furniture industry is relatively serious, which seems to give customers a lot of bargaining space, but in fact the wool is out of the sheep, and the purchase is not as good as the one sold. If the furniture is trade-in and there is no clear price as the basis, the merchant is very likely to raise the price and transfer the subsidy fee to the consumer.
It is understood that before the introduction of this policy, the actual price system has been established in the stores such as the Real Home and the Blue King. Taking the actual home as an example, it officially launched the “same brand same price†system in the North Fourth Ring store. If the consumer finds the purchased product within one week after shopping in the home, the same brand, same specification, non-processing The price of the product is higher than other retail stores in Beijing, and the higher part is doubled back by the home.
However, from the market survey, only a few stores have implemented the clear price. Most of the stores only make promises for export, and they have not been put into place. The clear price regulations have made some merchants have negative performances in participating in furniture trade-in. In this regard, Liu Chen, secretary general of the Beijing Home Furnishing Market Association, said that it is difficult for the furniture industry to achieve real price. After all, there are many brands in the furniture industry, and the competition is fierce. Consumers are used to shop around and buy at a bargain price. Furniture. If the store insists on the clear price, then the interests of the furniture dealers and manufacturers may be affected.
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