“Furniture City says that it is now possible to 'renew the old one', that is, while buying new furniture, it can also recycle the old furniture of my home to help with it. Then, according to the turnover of new furniture, give me a certain proportion of subsidies.†A new sofa of 6000 yuan The factory subsidy is 5%, and the final owner, Ms. Li, purchased it at a price of 5,700 yuan. Unexpectedly, the friend recently told her that she bought the same 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 very upset and complained to the reporter: "Is the old-fashioned new-funded so-called benefits, how can I feel the price is fraudulent?"
It is learned that the form of “old-for-new†furniture is derived from the imitation of the household appliance industry. The national policy of “old-for-new†furniture has not been implemented. Many merchants have successively launched the “trade-in†campaign, which has a lot of “unknown priceâ€. Fudge behavior.
Owner disclosure
The furniture manufacturer raised the price "old for new" and also received the old furniture processing fee.
“Consumers cannot remember the price of each product so accurately, and it is impossible to go to the furniture city every day.†A member of the Provincial Furniture Association told reporters that consumers are “incomprehensible†about the actual value of the product. Discounts and rebates, this kind of intuitive discount, is easy for some manufacturers to make a profit on the profit, so that people who buy furniture seem to make a cheap, but actually suffer a loss.
For example, a bed with an original price of 5,000 yuan is sold at a discount of 10% (the actual transaction price is 4,500 yuan); some irresponsible manufacturers change the price tag to 6000 yuan on the day of the event, and sell it at 15% - the consumer soft-hard foam Cut 20% off and finally 4800 yuan! 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.
Reflection on the status quo
The value of the plate recycling is not high + the replacement subsidy is "absent", and the business is worried that "the effort is not good"
The reporter visited the furniture city that the furniture association mentioned in the “clear price†and replaced it with a new one. The head of the marketing department said frankly: “Many consumers have the idea of ​​updating furniture, but they are subject to the price of new products, and some are worried. On the other hand, they are worried. Merchants are on the assessment of old furniture."
For potential markets that are conducive to improving home life, furniture manufacturers believe that "this is a huge project and it is difficult to operate." Furniture recycling is not the same as home appliances, and home appliances can be recycled or reused. In addition to some high-quality solid wood furniture, the recycling value of ordinary plates is actually not high. A senior expert from the Nanjing Furniture Association said, “How to deal with the old furniture should be regulated. For example, the cost of ordinary MDF treatment is higher than the value of recycling, so it is difficult to implement.†What do the old furniture do? Who is it sold to after renovation? When interviewing furniture manufacturers, the reporter found that many companies believe that the cost of recycling furniture is very high, and there is basically no room for profit after refurbishment, which has caused enterprises to be "not very interested."
Industry perspective
It is necessary to promote the institutionalization of “clear priceâ€, and practical furniture can be recycled and distributed to poor households.
At the just-concluded seminar on the price of the furniture industry, Zhu Changling, chairman of the China Furniture Association, put forward the "information of the price of the code", so that the furniture "old-for-new" was implemented at the institutional level. He believes that only when the market is in a healthy competition and atmosphere, driven by truly responsible brand manufacturers, consumers will really enjoy the benefits of furniture trade-in. Others suggested that for old furniture, old furniture with a lighter degree of damage can be given to the homeowners in need or given to poor families in need.
â– Promotional trap prevention coup
Reminder 1: Low discount name is not true, need to see more, more contrast
This phenomenon is more common in the home market promotion. For example, some shopping malls have made a big promotion of the “5 fold up†promotion slogan, but in reality there is only a very small amount of 50% off product sales, most of the household products are still more than 70% off. Even some shopping malls simply do not have 50% off products, just attract consumers through ultra-low-cost Shantou, and then convince consumers to buy products through the salesman's three-inch tongue. Before buying, you should pay attention to whether it is "clear price". In addition to detailed comparison, you can record the specific price of a product before and after the event. If there are differences before and after, there must be a stupid one.
Reminder 2: Buying a gift combination is not cost-effective
In addition to discount promotions, buying products and giving gifts is also a popular way of promotion. Merchants often grasp the psychology of many consumers who are greedy and cheap, and carry out a combination of buying and selling. But some buy furniture and building materials, send home accessories, "sent" gifts, often are defective, or even impossible to use. There are also manufacturers giving gift vouchers, saying they can be used in the home decoration brand of their stores. When the consumer took the gift certificate to prepare for consumption the next day, he was told by the clerk that the gift certificate had expired. After careful inspection, it was discovered that the bottom left corner of the gift certificate was written in a very small word: the day was valid and expired.
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