What do the recycled old furniture do? Who is it sold to after renovation? This is all a problem that needs to be solved. The reporter learned that the "old-for-new" marketing model is an effective way to solve the problem of old furniture, but it also increases the operating costs of furniture dealers to a certain extent, and its enthusiasm is not high.
People are happy to waste the use of manufacturers to worry about not making money
I am going to renovate my new home soon. Would you worry about dealing with old furniture that is not too small but unattractive? No one wants to sell it, no place to throw it. Recently, the Beijing Municipal Commission of Commerce clearly stated at the 2012 Beijing Business Work Conference that Beijing will pilot the “old-for-new†furniture. Although the relevant implementation measures are still under discussion, practitioners and consumers are promoting this new policy. There are high hopes.
When the “old-for-new†appliance was successfully completed, in Beijing, furniture “trade-in†became another hot topic. Furniture trade-in may continue the policy of replacing old appliances with old ones. In the joint market, several large-scale furniture retail stores will use several types of common furniture as old-for-new items, and subsidize according to the percentage of new product turnover, and set an upper limit.
In fact, the home of the family has started piloting the old-for-new activities in Beijing last September. Consumers who purchase new furniture can hand over the old furniture to the store for recycling. Regardless of the original price of the old furniture and the old and new, it will be deducted at a discount of 5% of the new furniture turnover. This is the same as the previous policy of replacing old appliances with old appliances.
Stimulating consumer consumer response
The Beijing Trade Commission’s recent proposal to replace the furniture with the old one is not the idea that the government has taken the lead in promoting market transactions. In fact, as early as last year, the “old-for-new†furniture market in Beijing has been quietly carried out and is very popular among consumers. In the first phase of last year's event, the home has already recycled 1,405 old furniture. Jimei’s “Furniture for the New†campaign is also closely followed. In just a few days when newspaper advertisements were posted, Jimei’s home-changing old-fashioned customer service hotline reflected to some extent the consumer’s pursuit of furniture trade-in activities. The one-stop service of recycling old furniture is extremely convenient for the majority of consumers. It was welcomed at the beginning of the launch, and the next development will definitely be smoother.
These behaviors in the previous furniture stores were relatively fragmented, and this consumption behavior may be further developed if the policy of the business sector is instigated. At the same time, it also conforms to the habit of Chinese people accustomed to concentrated consumption when moving to a new home.
“trade-in†as a value-added service is more like a hormone for the current depressed furniture market. The person in charge of the furniture company said that the trade-in of furniture will have a great stimulating effect on the current household consumption demand in the downturn. “Many consumers have the idea of ​​updating furniture, but on the one hand they are somewhat difficult to price, on the other hand they have to throw away old furniture and feel wasted.†And the old-for-new can solve these two problems well, one can reduce The price of newly purchased furniture, in the second place, has dealt well with the problem of old furniture. During the visit, the reporter also found that consumers in the market are generally welcome to “trade-in†and are more optimistic.
In fact, the trade-in is just a name, how to change is the most concerned about consumers. The stores that are one step ahead, such as the Home of the House and Jimei Home, provide a good reference for the implementation of relevant policies. Take the actual home as an example, the scope of the old-for-new is set to be wider. Furniture products in the store, after the various discounts of the business, can still enjoy the trade-in discount. This is more real than the trade-in of the home appliance market last year. Moreover, the rule is a "one-on-one" exchange of furniture of the same category, such as a sofa for a sofa, a bed for a bed , and a deduction of 5% of cash. At the same time, the other is more affordable than the home appliance, that is, the exchange only looks at the proportion, and there is no upper limit, the deduction amount only follows the actual price. For example, a sofa of 10,000 yuan will be offset by 500 yuan, and a 100,000 yuan will be offset by 5,000 yuan. And there is no limit to the source of the furniture.
In the case of Jimei Home, which is the first step, the old-fashioned coupons are used. The old furniture is uniformly collected by the store, and the replacement coupons marked with the corresponding subsidy amount are issued to the customers according to the evaluation result of the appraisers, which can be used for cash. .
No matter how "changing", it seems that the attractiveness of furniture "trade-in" is far greater than that of home appliances.
Regarding this policy, some people in the industry have put forward different opinions. They think that "this is a huge project and it is difficult to operate now." Because furniture recycling is not the same as home appliances, home appliances can be recycled. For furniture, in addition to some high-quality solid wood, the recycling value of ordinary plates is not high. Who should pay for this part of the subsidy fee first, and how to deal with it after recycling should also be standardized.
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