Furniture trade-in to bring consumers back to traditional stores

Buy furniture to go to the store, or go to a brand independent store? This has always been a hesitation for consumers, and it is also the key to the game between the traditional store model and the brand independent store model. When people try to accept the brand store consumption model, when the independent brand store has just cultivated popularity, a “old-for-new subsidy” will bring a large number of consumers back to the traditional store.

A 5,000 yuan brand of furniture, in the five pilot stores to participate in the old-for-new subsidy 10% activities, 4,500 yuan will be able to win, but in the brand independent store to buy 5,000 yuan. The same product of the same brand, the purchase price difference of 10% in different places (5% after the end of the government pilot), has become the current situation that Beijing people must face when buying furniture. And if the price difference of 10% (5% after the end of the government pilot) persists, it will directly change the household consumption habits of more people.

For example, the choice of furniture can no longer be ignored, first ask which brands participate in the old-for-new activities become the top job; buy furniture must be settled first, brands and products without new subsidies have to be used as an alternative; purchase furniture and return to traditional stores, if not For new activities, the brand independent store with good environment, full range and good service will be “isolated”...

Changing consumer attitudes, consumers first aim at trade-in

I used to go to the store to choose furniture, according to my own preferences, the emergence of the old-for-new policy may change this consumption habit. Because, since December 1, the government’s first pilot project for the old-for-new trade has officially ended. The Guangsha Times has learned that although the government’s 5% renewal subsidy is about to be suspended, Beijing’s home, Beijing Red Star Macalline Expo Furniture The five stores of the Plaza, Beijing Lanjinglijia Dazhongsi Home Plaza, Beijing Chengwai Chengjia Plaza and Beijing Jimei Home Market will continue to trade in different forms.

However, since trade-in is not a mandatory policy, not all furniture brands in the store participate in the event. For example, there are more than 60 brands participating in Chengwai Home Plaza, and only some brands in Jimei Home support the new behavior. Therefore, consumers need to change a consumption habit, want to get a new subsidy, can not just follow the preferences, the market to participate in the scope of the old-for-new activity brand is the first step to do.

Change the accounting method base price + renewal subsidy is the final sale price

With the same material, the same type, the same size of furniture, after a simple round of price hunt, find a more cost-effective product, you can place an order, this consumer's "price comparison" habits developed over the years is not complicated. However, the continuation of the old-for-new activities and the autonomy of the proportion of new subsidies will escalate the difficulty of “price comparison”.

According to the author's understanding, in addition to the five government-designated pilot stores that will continue to receive 5% of new subsidies, many home-brand independent stores also offer new services and new subsidies, and the subsidy ratio varies. Powerful furniture is located in Shijingshan, Tongzhou, Changping, Huairou Yanjiao and other seven independent stores to give a 10% renewal offer; Tiantan furniture resets the name of the Jinyu Tiantan Home Experience Center, which will be held for old customers. On the basis of the original discount of the purchased furniture, 15% of the new discount will be given; the ultra-comfortable international home brand independent store will also give a 10% to 15% renewal subsidy.

Therefore, in the future, to buy furniture must first calculate the pen "new subsidy account", in addition to comparing the difference between the actual material price of the same material, the same type, the same size of furniture, but also the proportion of different purchases to the old-for-new. Because even the same product of the same brand, purchased in the store and purchased in its independent store, may also have a spread of 5% to 10%.

Change the place of purchase, the traditional store, and the old-fashioned popularity

“In the past two years, I have been buying furniture. I have been accustomed to looking for a target and placing an order at the independent store of furniture brands at home. But since the government and the store started to engage in furniture trade-in activities and given a 10% subsidy, we can only buy furniture. Returning to the home city, after all, for a few thousand yuan of products, the 10% subsidy ratio is very tempting." Miss Ma said another change in consumer spending habits since the implementation of the old-for-new implementation.

The author understands that some mainstream furniture brand independent stores in order to keep up with the old-fashioned craze, avoiding their own "removed", have already started their own new subsidy activities in independent stores, of course, all subsidies are not externally funded, only their own Get it done. Some furniture brands have not introduced new activities to independent stores for internal reasons. A person who owns a number of independent stores and also has a mainstream furniture brand in the store told the author that their independent stores have not given any subsidies for the new time. From the government's sales situation of the old-fashioned pilot month, this does make independent stores. Volume and popularity have declined.

If the furniture-independent shop around is still keeping the distance from the old-fashioned furniture, will consumers ever enter it into the “cold palace”? In this regard, reader Ma said that it is very likely. Ms. Ma said that if there is a strong brand identity and the product is in Beijing alone, she may not be able to account for the new subsidy. However, the current friends in the furniture independent store consumption, purely because of the convenience of the map, the cost is also higher, once the store has more new subsidies than independent stores, they are likely to re-enter the arms of the store.


Furniture trade-in or promote industry deep reshuffle

Where there are trade-in activities, and the proportion of new replacement is high, and where to buy furniture in the future. When purchasing the same type and quality products, how to save money is definitely a big principle for consumers. Imagine that once this model becomes the norm, then there will be an unexpected "fight" in the absence of government subsidies for subsidies and the inability to subsidize furniture brands.

Furniture brand stores that have never entered mainstream stores, as well as furniture brand independent stores that have gradually established new channels in addition to entering the market in the past two years, may become the most difficult group in this "elimination". Is it a subsidy for subsidies, or to maintain the original price to die in the end, for brands that have just established new channels, but the heel has not yet stabilized, what measures to take to deal with the "trade-in" policy may determine their future life and death. A person in charge of a major furniture brand who asked not to be named bluntly said that 10% of the old-for-new subsidy once approved by the government has become the norm, so many furniture brands must face a choice: continue to keep the independent store, fight to the end; or return all the minds The store, the baby who is the traditional channel.

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