Affected by a series of factors such as increased regulation of the property market in 2011, credit crunch, and rising prices, the downstream furniture market is also facing a serious crisis of survival. In order to change the living conditions, the home-based dealers headed by Beijing, drawing on the successful experience of replacing old appliances with electric appliances, proposed the concept of furniture trade-in and achieved good results. In the equally rigorous Dongguan home market, some home furnishing dealers have sniffed business opportunities and have carried out furniture trade-in activities. However, the prospect of most merchants replacing furniture with old ones is unclear and onlookers.
Onlookers: low value of old furniture reuse
With the curiosity about the trade-in of furniture, a few days ago, the Information Times reporter visited several shops in Dongguan Fantasia International Home Plaza (formerly Fuying Home Center). Among them, Xiaofeng, a sales consultant of the dynasty furniture store, told reporters that the store has not adopted the strategy of trade-in for the time being, mainly because the market has been sluggish this year. Sometimes there is no guest in the store for a few days, and the old furniture is recycled. It is necessary to increase the cost, and the furniture trade-in is difficult to implement in the store, unless the manufacturer has support in this regard. When the reporter asked if there were other businesses in the mall to adopt this method, Xiaofeng said that there were, but few, and the old furniture that was recycled was digested by the manufacturers.
In the Fantasia International Home Furnishings Square, there are two shopkeepers, Li Jie told reporters that old furniture, especially some wooden furniture, not only takes up a lot of space, is inconvenient to store, and the value of recycling is very low. Some basics can be used as garbage. Throw it away.
"Furniture trade-in is much more difficult to replace with electrical appliances. The main problem is that the old furniture storage problem is not solved." Yang Manjian, the operation manager of Fantasia International Home Plaza, told reporters that the home shopping mall and the electrical city are different. Take Suning. For Gome, they have special large warehouses to store goods, which can effectively solve the problem of recycling old electrical appliances. However, there are only simple stores in the home shopping malls, there is no special warehouse. If dealers implement trade-in, they must rent another warehouse. Store old furniture, which in turn increases operating costs. Because of this, home dealers are mostly onlookers.
Implementer: can stimulate the current home market
For furniture trade-in, although most home dealers are still onlookers, some businesses have launched this business. Among them, Manager Liu of Wanhui District of Guanghui Furniture City told reporters that he believes that furniture can be completely replaced in Dongguan. Guanghui Furniture has launched this activity in the advertising campaign of the 19th anniversary of this year.
Manager Liu said that in the process of exchange, it can be divided into two aspects: one is mahogany furniture, the two sides of the transaction first talk about the purchase price, the purchased mahogany furniture can be used for storage; the other is office desk, office chair This is more suitable for some enterprises that are gradually growing. Some small enterprises, office supplies that are set up at the beginning are relatively simple and practical, and when the scale of the enterprise is expanded, their office chairs will be upgraded accordingly. The previous table and chairs can be converted into a certain amount of new office supplies, which not only can satisfy the pursuit of furniture trends by many potential customers, but also stimulate the current home market. "At present, the market reaction is not bad." Manager Liu said.
In addition, Chen Yongqian, the manager of Meixin Home Promotion, also said that some merchants in Meixin Mall also proposed the idea and plan of replacing the furniture with the old one. In fact, the old-fashioned furniture replacement scheme can still be tried, especially in the current situation that the home market is not prosperous, the furniture can be renewed to inspire some customers to carry out secondary renovation and tap the customer market.
Consumer: If recycling will consider trade-in
Furniture trade-in, such marketing methods, for merchants, although holding different attitudes, but for some consumers, is still a good choice. Ms. Zhu, who lives in the Xiaqiao Fruit Wholesale Market, told the reporter that although the furniture at home is a bit old, it is emotional, and she can't bear to throw it away. If the merchant recycles these old furniture, she will consider adding some new furniture. In addition, Mr. Wang, who lives in Hong Kong Street in Dongcheng, also told reporters that if the business can recycle old furniture, this actually helped them solve the thorny problem of handling old furniture, and also removed some obstacles for them to upgrade their furniture. On a certain level, it will play a certain role in promoting the development of the home industry.
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Life home launched a variety of special homes in March
In March, the family launched a series of promotional activities, starting from the value-added service, directly giving profits, eliminating fancy items, and directly giving preferential discounts. The event was launched at the same time nationwide, and it received responses from consumers, and buyers were in constant stream. In order to give back to consumers, the living family has introduced a variety of ultra-low specials. During the period, each series of new products will be listed, and the gift will be given a premium gift. The customer will pre-store 500 yuan and the value-added will be 800 yuan. The whole customer can also receive the decoration subsidy from the group company. Wait, meet different consumer needs.
The person in charge also said that the sales volume of the living family may continue to rise year-on-year in the next few months. At the end of April, the living family will launch the preferential policy for the next season.
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