The store actively responds to the promotion of furniture trade-in promotion
The Beijing Municipal Commission of Commerce's recent statement on the trade-in of pilot furniture has caused widespread concern in mainstream home furnishing stores in Beijing. A few days ago, Actual House, Red Star Macalline and Jimei Home Furnishing introduced their trade-in features and activity progress respectively, and wanted to seize market opportunities before the introduction of policy rules and the announcement of pilot enterprises.
Store operations vary
Since 2011, some home furnishing stores have introduced furniture trade-in as an important measure for innovative services, driving passenger flow and improving sales under the control of the real estate market, but there are differences in specific operation methods.
In March last year, Red Star Macalline launched the "Non-changeable billion yuan home upgrade plan", invested 100 million yuan in Beijing, Shanghai, and Chongqing. The store organized a professional team to evaluate the old furniture to be replaced, and According to the evaluation data, corresponding subsidy coupons are given to offset the cash when buying new furniture.
In September last year, the actual home launched the "furniture for old" service in Beijing. Consumers can apply for the old furniture to be returned to the actual home when purchasing furniture in the fifth store of the actual home in Beijing. % Subsidies.
At the beginning of this year, Jimei Home Furnishing launched a trade-in program, giving a premium of 2 to 3 times the value of the “home purchase voucher†based on the market price of consumers ’old furniture. At the same time, the purchase of a home purchase voucher can be reduced by one thousand yuan based on the transaction price One hundred yuan.
For a long time, it is difficult to evaluate the value of old furniture, and it is difficult to recycle and dispose of furniture. In the course of the event, the stores are also exploring solutions. It is reported that, considering that old furniture is difficult to place and the utilization rate is low, Red Star Macalline will not be forced to recycle. Wang Wei, general manager of Red Star Macalline Beijing-Shanghai · Southwest Region, said that doing so also reflects respect for property rights for consumers.
The actual home is to link the subsidy to the price of new furniture, and strive to avoid disputes between professional evaluation and consumer opinions. With the increasing number of more than 10,000 pieces of old furniture hoarded in the warehouse, Wang Linpeng, the president of the actual home, said that a 10,000 square meter recycling center will be established in the North Sixth Ring Road to classify and dismantle the recycled old furniture. Finally, it is divided into categories and handed over to professional companies to realize the reuse and harmless treatment of old furniture.
Trade-in has great potential
For consumers, replacing old furniture with new ones solves the embarrassing situation that old furniture has nowhere to deal with in the past, and at the same time enjoys discounts when buying new furniture. For home furnishing companies, the huge business opportunities in the furniture trade-in market have yet to be tapped. According to Wang Linpeng, in the four months since the "furniture for old" service was launched, as of February 19, a total of 10,279 contracts have been signed. The number of furniture brands participating in the event was 229, 5,658 old furniture were recovered, and new furniture sales reached 117 million yuan, accounting for 10% of the overall furniture sales in the store over the same period.
The potential for trade-in consumption has been widely recognized by the industry. Wang Wei also believes that no less than 1 million sets of furniture are eliminated each year in Beijing. According to the current transaction price of furniture, the average price of a new set of furniture should be around 3,000 yuan. "With the promotion of the furniture trade-in policy, These old furniture that should be eliminated are replaced with new furniture, so at least 3 billion yuan of consumption will increase. " Jim Jiang, President of Jimei Home Furnishing, said that the trade-in service for furniture has intangibly expanded domestic demand. Chen Xiaotai, President of Top 100 Furniture, said that in the market where products and prices are converging, stores and merchants that implement trade-in services will benefit.
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