Many furniture brands are selling at a price lower than 40%-70% of the original price. Such ultra-low discounts make consumers wonder, what is the true appearance of these furniture? We conducted a site visit – the Xianghe Home International Home Plaza, which officially opened last Friday, directly slogan “The price of the whole house is 40%-60% lower than the traditional store priceâ€; Last weekend, Unicom International Home The “Year-year Factory Clearance Inventory†event was held. Pure solid wood and panel furniture were sold at a price lower than 60% of the original price. Fuyi Home, located near Sijiqing Bridge in the West Fourth Ring Road, just completed the brand and product upgrade. They were in the store. The “Discount Cabin†is set to sell the old furniture that has been replaced, and the price is more than half cheaper... The sale of furniture has long been a symbolic act of “preempting†the consumer market. But nowadays, the "ultra-low discount" products, which sell for as little as 50% off, have gradually become a trend. Is the “ultra-low discount†product credible, is the quality going through, is there a guarantee after sale? This week, "Guangsha Times" brought consumers to "demystify" the real face of ultra-low discount furniture. On-site one: The same brand of the same material furniture price is 40%-60% lower than other stores. On Friday, the opening time was delayed for half a year, the home of Xianghe International Home Plaza, officially opened to welcome guests. The slogan “The price of the whole furniture is lower than the traditional store price of 40%-60%†has made many consumers excited. Nowadays, the home furnishing stores in Beijing City have begun to implement the clear price, and the promised consumers of the same brand of the same product in Beijing are familiar. So, can this slogan “40%-60% lower than the traditional store†be honored? With questions, the author visited the home of Xianghe on the opening day. During the visit, the author found that the price of a certain L-shaped fabric sofa in the home of the left and right sofas was 7068 yuan, and the purchase price of the same material in other stores was at least 9.5 fold before the opening of the market. 12,000 yuan; Dinoya furniture a solid wood four-door wardrobe after the sale price of 2725 yuan, the same material with the same size products in its Red Star Macalline North Beach shop price of 7,000 yuan. In addition, when I visited other furniture brands in the store, the answer given by the shopping guide was mostly: “Buy at ease, the price here is definitely cheaper than other stores.†Low price reveals: the intermediate link has been eliminated since the “same brand†The promise of the same product in Beijing's unified price, followed by the "home store clear price, no discount", then the price is lower than the traditional store transaction price of 40%-60% how come? In this regard, Li Yu, general manager of Xianghe Home International Home Plaza, said that some consumers have doubts about the ultra-low prices in front of them. In fact, the low price of products sold by Xianghe Home has a causal relationship with the business model of the store. First, the home of Xianghe is not a “lease systemâ€, and merchants do not have to pay rent. The store has made all the “big agents†of the brand, which saves 30% of the rental cost. Second, the profit of Xianghe House comes from the “return point†given by the merchants. The merchants who do not bear the market cost and risk will give the store a “base priceâ€, which can save the profit cost of the ordinary agent by about 30%. In addition, Xianghe House also said that shopping guides, transportation, after-sales, etc. are all responsible for the store. If there is a problem with the products, consumers will no longer have to deal with the manufacturers, and the store will directly pay. On-site 2: Weekend furniture price reduction is about 70% lower than the original price of the original price of 22,500 yuan American bed price of 6,999 yuan, the original price of 15,000 yuan of the chest of drawers sold to 4,688 yuan, the original price of 6375 yuan bedside table special price of 1999 yuan; original price of 4202 yuan The double bed price is 880 yuan, the original price of 10,184 yuan corner sofa is 2,665 yuan to sell, the original price of 4,900 yuan for four people table clearing price is 380 yuan... Last weekend, to sell European and American furniture-based unified international home again "low The price tide, part of the solid wood and panel furniture series, marked the price of about 70% lower than the original price. During the visit, the author found that although some furniture is limited to purchase, some furniture has few remaining parts, and some require additional conditions to purchase, but many consumers still say that “it is really cheapâ€. The consumer solution lady told the author that she bought a set of three-door solid wood wardrobes, the original price of 31,607 yuan, the current price of 8,980 yuan, saving more than 22,000 yuan. Low price secret: It is for "clear inventory" "A solid wood furniture with an original price of tens of thousands, sold at around 2,000 yuan, reliable?" For many consumers' doubts, Chen Tao, vice president of Yitong Group, bluntly said that everything is for " Inventory clearance". The consumer also asked: "In order to clear the inventory, the money is also sold, reliable?" In this regard, the author asked the relevant people in the industry, Zheng Tongtao, general manager of Yifeng Furniture Software Division, said that for brands with large output, If the inventory pressure is too large, it means that the cash flow is stranded and the cost of the product is increasing day by day. Therefore, the low-selling sales of furniture that the mainstream brands derive from “clearing inventory†is basically reliable. Lu Jie, general manager of Feimei Floor, also said that the middle of the year and the end of the year are the two major nodes of the brand's annual inventory clearance. The phenomenon that the new products are nowhere to be placed due to excessive inventory will undoubtedly increase the inventory cost of new products. For the sake of the land, "clear inventory" is a fixed program of many brands every year. Site 3: Set up furniture and decorations “Discount Cabin†50% cheaper Located in the vicinity of Sijiqingqiao in the West Fourth Ring Road, Fuyi Home has just completed the upgrade of the brand and products. Last weekend, the author saw in his store that the new product has become the protagonist, and the old furniture that was replaced was put into the “discount cottage†for sale, and the price was more than half cheaper than the original. Solid wood dining table, solid wood drawer, single sofa, European-style seats, all kinds of lamps, in the "discount cottage" of Fu Yi home, I saw a lot of products for sale with the "special price" label. Mr. Yang, who is selecting products in the “Discount Cabinâ€, told the author that he is an old customer of Fuyi Home. This “discount cabin†has been on for half a year, and the products in it are somewhat old, but they are no problem. The price of 50% or more is the main reason why he chooses one or two pieces to buy home every time he visits. Low price secret: update and replace the old sale "The original low discount route, last year began to adjust the brand headquarters, product upgrades, upgraded a level." Fu Jian home Beijing Branch General Manager Yang Jianwei told the author, "discount cottage" The products are divided into two categories, one is the old products that have been discontinued, and the other is the new products that are not popular in the market. The product is sold at a low price, is the relevant after-sales service still the same? Yang Jianwei said that regardless of new products or old products, as long as the furniture and decorations sold from Fuyi Home, the brand will follow up, and will not be discounted because of the price discount service. However, industry insiders suggest that consumers should be prepared to “maintenance difficulties†when purchasing furniture that has been discontinued. Because for some furniture that uses special materials, crafts or hardware, the suspension of production means that the relevant main and auxiliary materials will not be restocked, which will make it difficult for future maintenance. (Editor: JN103)
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