"The prices are a bit chaotic, and sometimes people can't figure out the rules." Miss Chen, who has had many experiences buying imported furniture , still lacks confidence in how to buy cost-effective foreign furniture. Miss Chen bluntly said that hundreds of thousands of yuan of furniture, no matter how good or bad it is, it won't hurt. However, tens of thousands of hundreds of thousands of yuan of furniture, it is necessary to clear all concerns before the shot, before daring to pay.
Higher than the price of imported furniture "ex-factory" 2-3 times normal
A foreign sofa with an ex-factory price of 10,000 yuan is sold for 40,000 yuan in China. Is there any price gap between them?
Mr. Guo is fond of an imported leather sofa of 40,000 yuan. The shopping guide bluntly told him when recommending the product that the ex-factory price of this sofa is 10,000 yuan, and the current selling price has almost tripled or four times. However, because the cost of furniture from Europe to Beijing + local operating costs in Beijing has reached two or three times the ex-factory price, they do not make much money selling 40,000 yuan.
Faced with this kind of "cost transparency" shopping guide, Mr. Guo was a little nervous. Is it that the “profiteering†products in the eyes of consumers have become “difficult households� Does the price of imported furniture still have "false high"?
In this regard, Wang Lanyu, general manager of Super Comfort International Home Furnishing, gave the answer: from imported furniture to "sales" in China, at least the four costs of "tax, transportation, rent, labor" must be passed. The main reason why imported products have to be "highly priced". Taking the situation of his own brand as an example, Wang Lanyu helped consumers calculate the accounts. He said that at least 20% of the value-added tax must be paid for each purchase ( 17% furniture value-added tax and about 3% freight value-added tax); domestic rents have grown rapidly in recent years, accounting for 30% of the selling price ; The domestic and foreign freight and labor costs also account for about 15% . Therefore, imported furniture now wants to enter the Chinese furniture market for sale, the cost cannot be lowered, and the selling price cannot be lowered.
Is it reasonable to raise the price of imported furniture 1 or 2 times a year
The aforementioned Chen also told us nearly two years of procurement experience told her basic furniture imports will have a price increase of 1-2 times per year, and the frequency of such price increases are reasonable consumer is unknown . To this end, the author also "inquired the price" from some imported brands in the market. Facts show that: the software furniture of Willer in Germany has been fine-tuned at the end of last year. After the price of DUX mattress in Sweden was increased by 10% -20% at the beginning of this year , it will be 5% -10% in the middle of the year due to the product line upgrade Price adjustment ...
Is there a "price adjustment wave" for imported furniture every year? Is it reasonable? According to industry insiders, some of the instability factors such as original factory price adjustments and transportation losses are mostly the culprits that cause foreign furniture prices to increase every year. Then, will the "additional cost" generated by the manufacturer fine-tune the price every year, will the merchant let the consumer pay?
In this regard, it is said that: not necessarily, this is usually left to the agents themselves. Zhou Wei, a domestic agent of DUX mattresses, said that they will not include the increase in the price in advance, and they will adjust the price only if the manufacturer raises the price; Lu Huanying, president of Marburg Wallpaper China, also said that his agent Marburg, AGENA , JAKOB SCHLAEPFER and many other high-end wallpaper and fabric brands will also fine-tune the price every year from time to time. Usually, they will determine whether the domestic selling price increases according to the price adjustment of the manufacturer. If the manufacturer does not increase much, the domestic price is basically unchanged. There was no price increase in the year.
Significant price reduction of branded foreign goods
Is it "Rang Lee" or "Troubled"
An imported piece of furniture that I saw a few months ago is now sold at half price. Some lovers of imported furniture often stare at the price of their favorite furniture, waiting for the "bottom bargaining". In fact, an imported brand that has established a mature price system in the domestic market usually gives very low prices. If such phenomena do occur, there is usually a cause. Fort Roach home (rochebobois) land and water areas, general manager of Beijing, said the price of some imported brands has always been stable, suddenly crazy discount, certainly not simple.
So, what problems might arise in the middle? Insiders pointed out that there may be five major variables: First, the brand disappeared. The agency contract expired, the original agency did not renew the contract, and the new agency was not in place. Second, the service team changed. For various reasons, replacement of domestic agents from Company A to Company B. Thirdly, the agents of foreign brands abroad have messed up and set off a "price war" for the market. Fourth, it sells hoarded futures. Fifth, the foreign small workshop-style business mode has low pressure resistance, and the original factory "closed" or "acquired".
It can be seen that if the preparation work is not done well and the money is not spent on the ground, it is likely to become a lamb to be slaughtered.
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The battle of imported furniture agents
Or cause price confusion in the domestic market
It is not uncommon for the same product to appear in different furniture stores, but the price difference is several thousand yuan and tens of thousands of yuan. According to industry sources, if the same imported brand, the price system in the same city is not uniform, mainly because the brand's domestic agents or distributors are "more and more chaotic".
In fact, many internationally renowned furniture brands are not large in the country, and some are family businesses with only a dozen people. They have limited control over the status of their brands' overseas agents. The power of agency is in the hands of many people. It is inevitable that these Chinese agents fight the "price war" in order to seize the market.
Of course, some mature international furniture brands will stipulate the pricing system and discount methods for domestic products. Italy Natuzzi ( Natuzzi ) set up the Asia Pacific headquarters in Shanghai, responsible for unifying the price system of Chinese Natuzzi products.
Imported furniture often gives designers a 30% "benefit fee"
Did you know that for a piece of furniture priced at 100,000 yuan, 30,000 yuan may be attributed to the designer. A villa designer, who asked not to be named, once told the author that if they help some high-end imported furniture brands succeed, they can get more than 30% of the “hard workâ€. In this regard, most people in the industry said that the "commission" for designers is equivalent to the "promotion fee", which is universal in the world. Because some hundreds of thousands or even millions of furniture, just placed in the store can not be sold. After a good designer targeted "recommendation" to high-end consumers, the success rate of sales doubled.
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