Brand furniture low price promotion low price exactly from where

Many furniture brands are selling at a price lower than the original price of 40%-70%. Such ultra-low discounts make consumers wonder, what is the true appearance of these furniture? We conducted on-site visits.

The Xianghe Home International Home Plaza, which officially opened last Friday, directly slogan “The price of the whole furniture is lower than the traditional store price of 40%-60%”; last weekend, the unified international home held the “Yearly Factory Clearance Inventory” "Events, pure solid wood and panel furniture have been sold at a price lower than 60% of the original price; Fuyi Home, located near the Sijiqing Bridge in the West Fourth Ring Road, has just completed the brand and product upgrade, and they set up a "discount cottage" in the store. The old furniture that was replaced is cheaper than half...

The sale of furniture at a discount 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, quality pass, and is it guaranteed after sale? This week, “Guangsha Times” brought consumers “uncovering” the real face of ultra-low discount furniture.

Site one:

The same brand of the same material furniture price is 40%-60% lower than other stores

On Friday, the opening time of the hometown of Xianghe was delayed for half a year, officially opening the door 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 and the same price in Beijing are familiar. So, can this slogan “40%-60% lower than the traditional store” be fulfilled? With doubt, 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 Xianghe was 7068 yuan, and the purchase price of the same material in other stores was at least 9.5 fold. 12,000 yuan; Dinoya furniture a solid wood four-door wardrobe after the special price of 2,725 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 secret: saves the intermediate link

Since there is a promise of "the same brand of the same product all in Beijing," and then there is a saying that "the home store is clearly priced, not discounted," then the price is lower than the traditional store transaction price of 40%-60%. ?

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 system”, 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 the 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 price”, which can save the profit cost of the ordinary agent by about 30%.

In addition, the home of Xianghe 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.

Site 2:

Weekend furniture price reduction is about 70% lower than the original price

The original price of 22,500 yuan American bed price of 6999 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 4,202 yuan of the plate type double bed price of 880 yuan, the original price of 10,184 yuan corner sofa 2,665 yuan to sell, the original price of 4,900 yuan for four people table clearing price of 380 yuan ... last weekend, to sell European and American furniture-based unified international home and then "low-cost tide", some solid wood and panel furniture series, marked The price is 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 cheap”. 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: is to "clear inventory"

"A piece of solid wood furniture with an original price of 10,000 yuan is sold at around 2,000 yuan. Is it reliable?" For many consumers' doubts, Chen Tao, vice president of Yitong Group, bluntly said that everything is for "clear inventory." The consumer also asked: "In order to clear the inventory and lose money, it is reliable, reliable?"

In this regard, the author asked the relevant people in the industry's views, 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 product cost 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 Tengdi children, "clear inventory" is a fixed program of many brands every year.

Scene three:

Set furniture and decorations "discount cottage" is 50% cheaper

Fuyi Home, located near Sijiqing Bridge in the West Fourth Ring Road, has just completed the upgrade of its 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 drawers, single sofas, 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 the product in the “Discount Cabin”, told the author that he is an old customer of Fuyi Home. This “discount cottage” has been open for half a year, and the product style is somewhat old, but it is no problem to use. The price of 50% or more is the main reason why he will choose one or two pieces to buy home every time he visits.

Low price secret: update and replace the old sale

“It turned out to lower the discount route. Last year, the brand headquarters made adjustments, and the products were upgraded and upgraded to the next level.” Yang Jianwei, general manager of Fuyi Home Beijing Branch, told the author that the products in the “reservation cabin” are divided into two categories, one of which It is an old product that has been discontinued, and the second is a new product that is 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 the new product or the old product, as long as it is the furniture and decorations sold from Fuyi Home, the brand will follow up and will not be discounted because of the price. Also followed by discounts.

However, industry insiders suggest that consumers should be prepared to “maintenance difficulties” when purchasing furniture that has been discontinued. Because for some furniture using 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.