Ordinary people can use waste to make manufacturers worry about not making money
Are you going to renovate and move into a new house soon? Would you be worried about dealing with old furniture that is small but lacking in interest? No one wants to sell it, and there is no place to throw it. Recently, the Beijing Municipal Commission of Commerce made it clear at the 2012 Beijing Business Work Conference that Beijing will pilot the “furniture replacement†of furniture. Although specific implementation measures are still under discussion, practitioners and consumers have responded to this new policy. High hopes are placed.
When the home appliance "trade-in" is successfully concluded, in Beijing, furniture "trade-in" becomes another hot topic. Trade-in furniture may continue the policy idea of ​​trade-in appliances, replacing several large-scale furniture retail stores in the market, using several types of common furniture as trade-in categories, subsidizing the percentage of turnover of new products, and setting a ceiling.
In fact, the house actually started a pilot trade-in activity in Beijing last September. Consumers who purchase new furniture can hand over the old furniture to the store for recycling, regardless of the original price of the old furniture and how old it is, it will be deducted at 5% of the turnover of the new furniture. This is the same as the previous policy of replacing old appliances with new ones.
Stimulate consumption, consumers respond strongly
The furniture trade-in initiative proposed by the Beijing Commerce Commission a few days ago is not the first idea of ​​the government to promote market transactions. In fact, as early as last year, the Beijing furniture market has been quietly carried out, and it is very popular among consumers. In the first phase of last year's activity, the actual home has recovered 1,305 pieces of 804 pieces of old furniture. Jimei Home Furnishing's "furniture for new" activity also followed. In just a few days after the newspaper ads appeared, Jimei Household's non-stop trade-in customer service hotline reflected the degree of consumers' pursuit of the trade-in for furniture. The one-stop service of recycling old furniture is extremely convenient for consumers. It was welcomed at the beginning of the launch, and the subsequent development will definitely be smoother.
Previously, these behaviors in furniture stores were relatively fragmented. If the policy of the commercial sector is used, this consumption behavior may be further developed. At the same time, it also conforms to the habit of Chinese people to spend intensively when moving to a new house.
As a value-added service, "trade-in" is more like a hormone to the current downturn furniture market. A person in charge of a furniture company said that the trade-in of furniture will have a great stimulating effect on the current consumer demand in the downturn. "Many consumers have the idea of ​​updating furniture, but on the one hand, it is difficult to control the price, on the other hand, it is wasteful to throw away the old furniture." Trade-in for the old can solve these two problems, and can be reduced The price of newly purchased furniture, secondly, dealt well with the problem of old furniture. During the interview, the reporter also found that consumers in the market are generally welcoming and “optimistic about the trade-inâ€.
In fact, the trade-in is just a name, how to change is the most concern of consumers. First-hand stores such as Actual Home and Jimei Home Furnishing provide a good reference for the implementation of relevant policies. Taking the actual home as an example, the scope of trade-in is set wider. The furniture products in the store can still enjoy the trade-in discount after various discounts by the merchants. This is more true than the trade-in of the home appliance market last year. Moreover, the rule is the "one-to-one" exchange of furniture of the same category, such as sofas for sofas and beds for beds, and the deduction ratio is 5% in cash. At the same time, another thing that is more affordable than home appliances is that the exchange only depends on the ratio, and there is no upper limit. The deduction amount only follows the actual selling price. For example, a sofa of 10,000 yuan is offset by 500 yuan, and a sofa of 100,000 yuan is offset by 5,000 yuan. And there is no limit to the source of furniture.
Jimei Home Furnishing, which also takes the first step, uses the "used discount coupon" method. The old furniture is collected uniformly by the store, and then the replacement coupon with the corresponding subsidy amount is issued to the customer according to the appraisal result of the appraiser, which can be used as cash . Regardless of how it is "changed", it seems that the furniture "trade-in" is much more attractive than the home appliance trade-in.
Regarding this policy, some insiders have put forward different opinions, saying that "this is a huge project, and it is now more difficult to operate." Because furniture recycling is different from home appliances, home appliances can be recycled and reused. For furniture, in addition to some high-quality solid wood, the recycling value of ordinary plates is not high. Who should pay for this part of the subsidy should be clarified first, and how to deal with it after recycling should also be standardized.
Unprofitable companies are not enthusiastic
What do the recycled old furniture do? To whom will it be sold after renovation? These are all problems that need to be solved. The reporter learned that although the "trade-in for new" marketing model is an effective way to solve the problem of old furniture, it also increases the operating costs of furniture dealers to a certain extent, and its enthusiasm is not high.
The reporter entered the store of a certain brand of furniture in the name of intending to change the furniture. When asked whether he participated in the "trade-in", the sales staff of the store told the reporter that it is better to participate in the mall activities than returning directly to the store. "We used six 50% off. Now that the mall is engaged in activities, our discount is also adjusted to 40%, which is more cost-effective than the 5% subsidy in the mall. "She calculated it for the reporter. For furniture of 10,000 yuan, the discount is 6500 yuan, and the mall returns 5%. % Is more than 300 yuan, "We will give you a 40% discount and save 500 yuan."
After consulting multiple brand furniture dealers, the reporter found that many companies are not very willing to participate in the trade-in of furniture. "Enterprises are not afraid of trouble, they are afraid of being laborious." The deputy general manager of a furniture brand believes that the real motivation for manufacturing companies to invest in furniture trade-in is to make them profitable. It is very troublesome for the production enterprises to recycle the old furniture, and the labor cost is also very high. After the renovation, there is basically no profitable space, which makes the furniture enterprises less interested in trade-in.
Mr. Liu, a salesman of a furniture manufacturing company, told reporters that since the company does not receive any state subsidies, from the perspective of accounting costs, the company is losing money. But in terms of driving sales, it still works. "If the country can treat the recycling of old home appliances as well, give some supplements to the recycling of old furniture." Mr. Liu also said that repurchasing furniture is indeed a small profit or even a loss. If there are similar appliances and cars that are "trade-in for old" Supported by subsidy policies, they are willing to recycle furniture. In addition, from the perspective of environmental protection, if government departments bear part of the cost of transporting and sorting used furniture, recycling factories and merchants are profitable, helping to speed up the recycling of resources and the efficient use of resources.
Mr. Zhao, an expert in the furniture industry, also said that some pure solid wood furniture can be sold after being repaired and refurbished, but the market demand is not large, and it is not possible to sell too good prices. If it is transported to a poorer area, on the one hand, the logistics cost is very high, on the other hand, the living standards in the countryside are now improved, and the demand for old furniture is not great. In addition to ordinary wooden furniture, steel furniture and laboratory furniture companies related to government procurement also said that it is too difficult to trade in for new ones. Steel furniture can hardly be recycled and reused, because the materials of steel furniture are all treated by spraying, so it is technically impossible to use the materials of old furniture.
"The disposal of old furniture is more complicated, the poor quality can only be treated as garbage, the selling price of better quality is also very low, and the furniture is a big piece, the transportation cost is very high." Mr. Zhang, the person in charge of a material recycling company told Reporter, furniture recycling is not as convenient as appliance recycling, and the profit is extremely low. It is difficult to find a buyer after recycling, so I have to send it to the second-hand furniture market to make some money.
In view of the current lack of interest in furniture companies' trade-in furniture recycling, industry insiders have analyzed that to promote the recycling of used furniture, I am afraid that more policy guidance and support are needed.
It is imminent to establish a recycling mechanism
In the furniture industry, there are not many companies that launch furniture like “Home for Newâ€, but there are many consumers with such demand. This can only be seen in the sales achieved after the launch of this initiative. Although the treatment of the old furniture is still the trouble of Wang Linpeng, the president of the home, he has unexpectedly made another decision: to change the furniture "trade-in" from a promotional event to a service, there is no event deadline.
"Handling old furniture is also a problem for consumers. Before there is no proper method and technology, our store first establishes a recycling mechanism to promote the recycling of used furniture as a service." In front of dozens of media in Beijing, Wang Linpeng solemnly said, If there is old furniture that has not been disposed of in the consumer's home, when the new home purchases new furniture, the home will be responsible for recycling and continue to give 5% compensation. "One warehouse is not enough. I will prepare a few more warehouses. If the warehouse cannot be put in, I will think of other ways."
Zhang Bingbing, secretary general of the China Furniture Association, greatly appreciated the practice of the home. She believes that there is no mature and practicable reuse treatment technology for old furniture is the main reason why it is difficult for the old furniture to re-enter the market, but the market should have a recycling mechanism or system that cannot allow consumers to throw things away or look at the old Furniture is treated as garbage. In this regard, the support of government departments is still blank. I hope that the home can play a leading role. She suggested: "Cooperate with the national security housing construction project, give the slightly damaged old furniture to the homeowner in need, or give it to the poor families in suburban counties in need."
It is good news for the home furnishing industry that furniture can be included in the government's plan to promote consumption. It is a very good vision for the government to promote the furniture trade-in with new ones, which is an opportunity for the home furnishing industry to develop itself. In the final analysis, it is still to allow consumers to enjoy the benefits and allow businesses to have more business to do, but the actual operation is still very difficult, and whether the policy can be implemented is the key. Prior to this, enterprises had to fight alone and accumulated some experience by themselves, which can provide reference for government decision-making. The biggest obstacle to the difficulty of recycling and disposal of old furniture is believed to be an effective solution under the leadership of the government. In this way, companies that participate in the “exchange for the old†can ease the shackles, dress lightly and fully cooperate with the government's consumer promotion measures.
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