Trade-in furniture suffers from cold snaps

On November 1st, Beijing launched a one-month trial of the "trade-in" policy for furniture. Individual consumers will receive a 10% subsidy for the sale price of furniture by purchasing 4 types of new furniture and handing over the old furniture to pilot furniture sales companies in Beijing. . The subsidy is shared by the government and furniture sales malls, and each subsidy is 5%.

On the first weekend after the policy was introduced, Beijing suffered wind and snow. Will the cold air suddenly hit the furniture "new trade" policy? A reporter from the China Economic Times conducted some visits.

Market reaction is cold

On the morning of November 3rd, the reporter came to the Red Star Macalline located in the Laiguangying area of ​​Beijing's North Fifth Ring Road, which coincided with the store's two-year anniversary celebration and launched a two-day promotion with a purchase of 2,000 yuan and 300 yuan. The traffic outside the store increased significantly compared to normal days, but because of the cold weather, the popularity was not very strong, and there were only three or two customers in each shop.

In a European-style furniture store, the reporter asked a customer whether he came forward with the policy of "swapping the old for the new". She said: "I saw this policy in the news, but today I came here mainly because of the anniversary celebration of Red Star Macalline. I think the profit margin is larger. I also asked just now that if you participate in the promotional activities of the store, you ca n’t I have participated in the trade-in trade-in. So, I feel that buyers are not as good as sellers. If it is cheaper here, they will make up for it from the other side. In short, they will not lose money. "

The reporter also visited several merchants. The salesperson of a sofa franchise store on the first floor told the reporter: "You can take part in the trade-in trade-in for our sofas, but you cannot enjoy the current 10% discount in our shop. Anyway, you will either trade in trade-in trades. 'Or we will give you a 10% discount. "The reporter calculated an account, based on a sofa of 10,000 yuan," a trade-in "can subsidize up to 10%, that is 1000 yuan, then actually pay 9000 yuan; if you enjoy 10% discount The discount is also 9000 yuan. As a result, the policy appears to be useless. She also told reporters that some specials and samples could not participate in "trade-in". "Moreover, the material used to purchase the sofa is the same. If your home is a wooden sofa, you cannot change the cloth or leather sofas here."

In a children's furniture store on the third floor, the sales staff of the store enthusiastically promoted the products in the store to reporters. She admitted that since the opening of the Red Star Macalline North Fifth Ring store, the flow of people has not been too much, so the promotion efforts are relatively large. She told reporters: "We can get up to 25% off, and we can also participate in the store's celebration, but we cannot participate in the 'trade-in' at the same time. Because the store is required by the store to participate, this time only once a year, two days at a time. We have to support branding. But the trade-in is a long-term activity, and special products and samples cannot be traded-in because trade-in is already small. If you return 10%, would n’t it be a loss. "

From the interviews above, it can be seen that the merchant's "trade-in" will cause the furniture price to fluctuate greatly. If the price is unstable, consumers will doubt the true value of the furniture, so they dare not rush to consume. Therefore, consumers are likely to prefer to buy furniture at discounted prices. Some consumers believe that the amount of subsidies for businesses is too low. For example, the percentage of subsidies given by most businesses that implement the "trade-in" policy is 5%, that is, a piece of furniture worth 10,000 yuan, and the subsidy that consumers can get is 500 yuan, which is converted into such a subsidy. It is far better to sell furniture to the second-hand market.

All parties are not too powerful

On the afternoon of November 5, the reporter came to this Red Star Macalline store again. Although the weather turned fine, it was very deserted because it was a working day. The reporter interviewed a store staff member, she told reporters: "In view of the two days of the introduction of the policy, there are not many customers who handle the" trade-in ", most of them choose to participate in the activities in our store, or directly enjoy the discount of the merchant, think that More affordable. "

It is understood that there are more than 200 merchants in this store, and there are currently 43 participating in the "trade-in" policy. Participating in the activity is a voluntary act of the enterprise, and there is no mandatory furniture company in the shopping mall to participate in the activity.

During the interview, the reporter found that the merchants did not seem to be "waiting" for the "trade-in" activities. Most merchants would only sell discounts and sales promotion activities to customers, and they would not actively mention "trade-in".

Why do merchants react coldly to "trade-in"? Prior to this government-sponsored "trade-in" campaign, most stores had already carried out activities similar to "trade-in". Taking Jimei Furniture as an example, the original merchants did not need to bear the burden of subsidies to participate in the activities. The store is responsible for 5% of all subsidies. At the same time, the store is responsible for the collection and evaluation of old furniture. However, in addition to the subsidies, merchants have to dismantle and pull back the recycled furniture for this “trade-in” campaign, which adds a lot of cost and delays work efficiency. Another example is that the merchants of Chengwaicheng had previously sent them to consumers' homes, but now they still need to send the old furniture back to Chengwaicheng's warehouse.

At the same time, the reporter also found that because the new policy was just launched, many merchants and store staff seem to be not very clear about the "trade-in" campaign, and customers still need to actively consult. The reporter did not see the prominent New Deal propaganda poster or billboard in the store.

At present, the policy of replacing furniture with old furniture is still in the trial stage, and it is only limited to Beijing, and the conditions of subsidies are more stringent. For example, only four types of furniture are applicable to this policy, including cabinets, sofas, beds and tables. Chairs, and the subsidy amount for a single piece of furniture does not exceed 1,000 yuan.

Restrictions on regions and types of furniture have filtered out a large part of consumers ’participation opportunities. Coupled with the low subsidy amount, it is clearly not attractive to consumers.

A customer said in an interview with our reporter: "I was very happy when I first heard that furniture can be replaced with old ones, but I only felt it when I came here today. It ’s cumbersome to implement, so it ’s better to buy discount furniture directly and it ’s affordable and worry-free. ”

Experts believe that the government's "trade-in" policy was originally intended to draw on the successful precedents of the home appliance industry to improve the utilization rate of furniture products and promote the recycling of resources. However, furniture products are different from home appliances, so it is difficult to recycle and the recycling rate is low . Therefore, the government's "trade-in" policy is under the banner of a circular economy. In the eyes of consumers, it is only in the name of "environmental protection", and the practice of "saving the market" is a way for the government to save the downturn furniture market At present, this policy is of little help to consumers' interests, so consumers only maintain a wait-and-see attitude and have little enthusiasm for participation.

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