The “old-for-new” policy of home appliances lasted for more than two years, and the people were happy. On March 10th, the “new home” of Tianjin’s “home” was officially launched, and it became a hot topic for consumers. topic.

In real life, dealing with old furniture makes consumers have a headache, selling no one wants, throwing and throwing it, trying to give someone, what to send is also a problem. "The taste is tasteless, it is a pity to abandon it." However, can the successful example of “old-for-new” appliances be successfully transplanted into the furniture industry?

Price opacity, consumers are mixed

The price system of the furniture industry is different from the home appliance industry. There is no one in Tianjin that has a clear price tag. Therefore, consumers can’t understand the actual value of the product, and they will inevitably run the price and finally wipe the zero. It is an unknown number of such intuitive benefits to consumers. In addition, because the brands introduced in each store and the furniture of each company are outstanding, ordinary people can't compare their prices.

In the interview, a consumer told reporters: "This kind of trade-in is actually very popular among us, but we hope that the price of furniture can be clearly understood, so that we can really get benefits and solve the difficult problem of handling old furniture. The problem. Although the furniture trade-in has attracted the attention of many consumers, but because the current price of the furniture market is not standardized and transparent, even if there are such activities, consumers will worry about the price of the merchants, secretly raise prices, and even The cost of disposing of old furniture is the price of new furniture.

At the just-concluded seminar on the price of the furniture industry, Zhu Changling, chairman of the China Furniture Association, put forward the "institutionalization of the actual price of the code", so that the furniture "old-for-new" was implemented at the institutional level. In fact, Beijing’s actually home has already launched the “clear price” brand on March 10th. As Zhu Changling said, only when the market is in a healthy competition, the brand will be driven by a truly socially responsible brand. May really enjoy the benefits of furniture trade-in.

Consumer: Depreciation value should be different

In the compensation clause for the furniture renewal business that has just been launched in this city, it is stipulated that if the furniture is purchased in the designated shopping mall and the old furniture of the corresponding category is provided, a 5% cash subsidy can be obtained.

In the process of a large number of interviews with consumers, most consumers believe that 5% of the one-size-fits-all compensation is not appropriate. Because of the large differences in materials, processes, and ages of used furniture, many consumers are more inclined to treat them differently based on the assessed value of the old furniture. A consumer named Chen clearly stated: "The furniture products are tens of thousands, and only 5% of the subsidy quota is not attractive to me. However, some people have solved the problem of the old furniture and solved the problem of consumers. ”

In response to the subsidy ratio, Yin Fulong, deputy secretary-general of the Tianjin Household Circulation Industry Association, said: With the continuous adjustment of market leverage, the cost of materials and labor continues to increase, the price of the furniture industry is not large, and the 5% subsidy is actually behind the deposit. A lot of work that consumers can't see involves high labor, logistics, warehousing, and recycling costs.

Furniture trade-in test the strength of the company

Furniture recycling is different from home appliances. Most old furniture does not have the value of reuse. However, it requires enterprises to invest a lot of manpower, material resources and financial resources. This is undoubtedly a big competition for home store strength.

Due to the special attributes of furniture products, it is necessary to undertake the “big things” of recycling these homes, and firstly put high demands on the storage space. The recycling and processing of old furniture has higher requirements for the strength of the enterprise. Wen Linjun, general manager of Tianjin Home, said: “Recycling of furniture is difficult for enterprises. On the one hand, there is a need for warehouses for storing old furniture. If there is not enough storage space, it will involve rent and management fees. Labor costs; at the same time, old furniture transportation also requires logistics expenses. In addition, once the enterprise is determined to be a 'old-for-new' pilot enterprise, the configuration of relevant management personnel must be scheduled."

Market calls for policy landing

Due to the material and wear level of the furniture, most old furniture does not have the value of recycling, which requires the company to do a lot of follow-up work. In fact, when the country does not have relevant policies, the “trade-in” of furniture is more labeled as value-added services and social responsibility. While the furniture “trade-in” is driving consumption, it also shoulders the social mission of “home improvement” and “environmental appeal”. Of course, these missions cannot be done independently by the company. The government's strong support, promotion and policy subsidies are particularly important for the company.

At the regular press conference of the Ministry of Commerce held on March 15, Shen Danyang, a spokesperson for the Ministry of Commerce, said at the meeting that the Ministry of Commerce actively supports the policy of replacing the furniture with the old one and is expected to promote it nationwide. As a result, the old-fashioned furniture has seen the dawn of policy.

In the final analysis, furniture is used to make consumers enjoy the benefits, so that businesses can have more business to do, as Wen Linjun said: "In the face of market difficulties, if the old-for-new can revitalize the market, the merchants are stable, business is good. In doing so, our actions on market increments will eventually make up for the increase in costs."

In fact, no matter from which point of view, the real operation is difficult, and whether the policy can be implemented is the key. With the joint support of the Tianjin Commercial Federation and the Tianjin Consumers Association, the company has left the single-handedly. The person in charge of the business association also said that in the future, after the experience of the pilot shopping malls, the success will expand the scope, and the biggest obstacle to the recycling of old furniture is believed to be effectively solved under the leadership of the government. In this way, companies that participate in “old-for-new” can alleviate their shackles and work lightly, fully supporting the government’s consumer-sponsoring initiatives.

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