The furniture industry promotes "clear price", but the situation of the price of household products is still ubiquitous. Unlike the consumption fields such as clothing and home appliances, buying furniture bargaining has become commonplace. Even in formal large-scale home shopping malls, bargaining is also It can be seen everywhere that in many cases the transaction price of household products depends entirely on the price of the consumer.
120,000 furniture sold at the price of 70,000 yuan, with the appearance of the wedding peak, with the arrival of the wedding peak, furniture sales have also entered the peak season. In recent years, despite the repeated emphasis and strict supervision of the relevant price of the relevant departments, the price of furniture has been executed in major supermarkets. . However, consumers have found that the price of the furniture is virtually empty, and it is actually sold at a discounted price, and the space for the discount is very large but very opaque.
The price tag is almost always the same as the consumer. Ms. Zhao told reporters that last month, she bought a set of solid wood furniture for her daughter's new house in a furniture store. At the beginning, the set price of 13 sets was 120,000 yuan. At that time, the price was too Expensive, not intended to buy, but the salesperson offered to give a discount.
After some bargaining, I finally bought the furniture at a price of less than 60% off and spent 70,000 yuan. Ms. Zhao said that with the experience of buying this set of furniture, when she went to other furniture, she made enough effort to repeatedly bargain.
According to the experience provided by Ms. Zhao, the reporter visited a number of furniture stores in the city and found that although all the brand stores in the regular store are implementing the price tag, the price tag is almost ineffective, and all brands of furniture are discounted according to different degrees. Sales.
In a home plaza in Shahekou District, the reporter saw that each store's salesperson had a calculator in his hand. After the reporter's inquiry, the salesperson would take the initiative to pull out the calculator and beat it and report it to the reporter for a discounted price. It is often seen that customers and salespersons use their calculators to knock out their discounts. You come to me to bargain.
2,500 yuan chair 1300 yuan won in a store, the reporter fancy a bar price of 2,500 yuan, at first, the salesperson said that 95% off is the city's unified discount. After several bargains, the salesperson asked the manager and agreed to sell at a discount of 1500 yuan.
Later, when the reporter suggested that if they could buy a pair at a time, the manager agreed to sell at a price of 1,300 yuan.
An operator engaged in the building materials business told reporters that the profit margin of home building materials is a secret that is open to the public. "Because furniture is not the same as fruits and vegetables, the people don't buy it every day, so they don't know how much the cost of this thing is. The more people don't know the details, the bigger the space for bargaining."
"Discounted into the wind" furniture price moisture in the summer is the decoration season, the major furniture market is on the occasion of the summer vacation, hit the price promotion promotional signs. However, in the face of dazzling promotions, consumers are hard to make cheap.
The netizen "Li Bing loves to eat rice" said that the products of the same brand are not the same in different stores, and some prices may even differ by two or three times. Netizen "Demoka" published Weibo said that the price of most products on the market is the business has the final say, there is no standard to learn from, how can we avoid being deceived by the merchant?
The price of a table with a price of more than 2,000 yuan can be less than 1,000 yuan; a solid wood bed with a price of 10,000 yuan can cut at least two or three thousand yuan... If you are too expensive, the willingness to buy is not strong, the salesperson will imply you The price can be further concessions on the basis of the minimum discount, or you can pay the deposit on the same day, the price can be discounted. The reporter found in a number of home shopping malls in Jinan, the products are marked with prices, and then customers buy and then offer.
Regardless of furniture or building materials, the price tag on the price tag is usually higher, and the final transaction price is often only half or even lower. The double bed price of the East Asia home "Impression Wood" home is 3680 yuan, 2080 yuan after discount. The price of a set of finished sofas of Nanyang Tengye of East Asia Home is 6,200 yuan, and the price after "discount" is around 5100.
The price difference of similar furniture in different brands is also very large. Many furnitures are slogans of import or brand name, and the price is very expensive.
In the first floor lobby of East Asia Home, the two fabric sofas of "Red Apple" and "Shu Chi" are of the same style but at very different prices. The price of the "Red Apple" sofa is more than 7,000 yuan, but the "Shu Chi" sofa is "discounted" after more than 3,000 yuan.
Deliberately raising the price of consumers to bargain shows that 55% of netizens in the furniture consumption process is the most troublesome thing is that the product price is inconsistent with the business propaganda. In fact, some merchants still have bargaining space after calculating according to the discounts stipulated by the so-called company. Therefore, the purchase of household products has become a process of consumer price comparison and bargaining. Even after some successful killing, it is only called The bottom price still contains a lot of water.
Zhang Rong, a salesman of Jinniu Building Materials' home market, said that no matter how low the price is, consumers will still bargain. Sometimes the price is low, no one buys it, and the price is high, but it can attract customers.
Therefore, many merchants may have a situation in which the price is set high and the consumer is bargained. Consumers think that they are cheap, and they don't actually get real benefits. Many consumers who buy home products report that because they are not expert, the transaction price of the products is “not bottomâ€, which leads to repeated comparisons when buying products, which wastes time and effort.
"Compared with some low-end products, the profit of mid-to-high-end home products will definitely be higher, and the room for bargaining will be even bigger." A professional in the home furnishing industry said that it is still indispensable to buy high-end home products. Product brand awareness, but should consider the practicality of the product.
At present, the price pricing of some panel furniture does have a high price. Compared with the plate and solid wood furniture of the same grade, the cost is only one-third of the wood furniture, but the price is higher than that of the solid wood furniture. .
The tricks of the imaginary price have become "hidden rules" in the line
The imaginary price of the furniture industry has become a "hidden rule" in the industry, but such "hidden rules" make consumers not satisfied with the products, and they are extremely distrustful to the furniture business.
The person in charge of a home shopping mall said that in the case of a general home store, a dealer with four or five hundred flats would have to pay six or seven hundred thousand yuan a year. Such a large operating cost makes dealers have to rely on increasing customer unit prices to ensure profits. The rules of the store that does not intervene in the price have largely created conditions for dealers to arbitrarily mark the price.
At present, only a few furniture brands try to sell at a clear price. The red rosewood furniture of Xuanming Dianju Classical Furniture Factory is sold according to the transparent price, and the price of red rosewood raw materials, labor and field staff salary are listed one by one, and the estimated gross profit is added on this basis, and all costs and The cost details are placed in the store for consumers to purchase reference.
The difficulty in the price of furniture is very difficult. The topic of “clear price†in the furniture industry is hotly debated on Weibo. Many people think that the price of the price is difficult. If there is a leading store and the merchant is the first to push forward, the “clear price†may promote the home market. Integrity trading, benign competition. Xu Jinghong, vice president of the Chamber of Commerce and Industry of the National Federation of Industry and Commerce, said on Weibo that there is no famous brand in the world, and there is no discount on the price of a century-old store.
Many imported brands have no discounts, and they appeal to the home furnishing industry to sell at a low price.
Chen Xiaotai, president of Baiqiang Furniture, believes that the actual price of the code requires the enterprise to sell how much money a product will sell at the beginning of the year and how much it will sell at the end of the year. Prices should be consistent unless costs change. In this way, when consumers buy home products, they no longer need to flock to buy during the holidays.
The era of profiteering in the home furnishing industry is over, so it is better to take advantage of this opportunity to implement the clear price, and also save the consumer price than the three, fighting wits. "It is very difficult to implement the price of furniture in the past, because the domestic furniture market is not mature and the homogenization is serious. If the price is not working, many brands cannot survive."
Wen Bin, director of Zhida's home brand, said that there are nearly 100,000 national furniture companies and at least 150,000 brands. Such a huge industry is quite difficult to manage.
Gao Fei, general manager of Yazhen Furniture Co., Ltd. said that for solid wood and panel furniture products, the diversity of materials, molds, processes and labor costs determines the internal transparency price announced by the company is difficult to determine.
The labor costs of the fine craftsmen and ordinary workers of various enterprises are very different, so the transparent price is also difficult to play a reference role for the entire industry.
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