Furniture trade-in is still owing to Dongfeng consumers

A few days ago, the Beijing Municipal Commission of Commerce's working conference uploaded a news that the furniture will be "trade-in". Although the specific timetable for the implementation of this work has not yet been introduced, in view of the billion-dollar market capacity stimulated by the “old-for-new” appliance industry, this news has injected a booster into the furniture industry in the winter.

Furniture trade-in is still owing to Dongfeng consumers

However, due to the different nature of furniture and home appliances, it is not possible to make the two policies of “trade-in” to be equal. Is the furniture “trade-in” a good or a cloud? Are the participants in the marketing preparation ready?

Consumers have more concerns

Compared with the easy loss and frequent replacement of home appliances, the use of furniture is more durable. Generally speaking, it is unlikely that consumers will actively change furniture. Then, how much enthusiasm does the consumer participate in in the face of the policy of “trade-in”?

It is understood that Beijing's home, Red Star Macalline, IBOSS furniture and other enterprises have begun to pilot the "old-for-new" service of furniture. In the interview with reporters, Su’s manager of the Advertising Department of the Real Estate said that the home of the family actually opened up a large warehouse of 6,000 square meters, which was used to store the recycled old furniture. Basically every four or five days, the warehouse would Being filled, the enthusiasm of consumers to participate in “trade-in” is evident.

On February 10th, the reporter saw at the North Fourth Ring Store in Beijing's Real Home, many consumers were asking about the old-for-new information at the information desk. Zhang Zongliang, a consumer who is buying a sofa, told reporters that “old-for-new” really made consumers see the benefits. Actually, the home was taken away at the same time as the home delivery, and on the other hand, consumers enjoyed it. The price concessions, on the other hand, also eliminate the trouble for consumers to carry their own furniture.

Zhang Zongliang said that his own set of old sofas has faded and was partially damaged. He contacted some second-hand furniture recyclers, but the bid is very low. If you use it to participate in the "old-for-new", in exchange for a 5% discount, it is very cost-effective.

However, some consumers have expressed different views. "The price of furniture is now very high. The difference between the off-season and the peak season is obvious. At the lowest time, it can even hit 50% or 60%. Consumers are not sure whether they have actually won the discount." In this way, because the standardization of furniture is very low, there are many types of products and there is no uniform model. The price between different brands and different styles of furniture can not be used for reference. It is difficult to determine whether the merchant really makes profits.

Furniture companies have difficulties

From the perspective of consumers, it is understandable that consumers will wait and see for the “old-for-new”, but furniture companies also have their own difficulties. Manager Su told reporters that more than 80% of the old furniture recycled by the current home cannot be used twice. Some furniture consumers who are good in quality, good in quality, and able to sell the price are reluctant to trade in old ones; and some seriously damaged furniture does not have the value of recycling. Manager Su reluctantly said that the cost of recycling old furniture in actual homes is actually much higher than the value of recycled old furniture.

Through the visit, the reporter learned that not all furniture companies that have proposed the concept of “trade-in” will take away the old furniture from the consumer's home. Taking Red Star Macalline as an example, the subsidy vouchers are mainly used to subsidize users who purchase new furniture. Consumers can directly use the subsidy vouchers to pay for cash, but the old furniture is not recycled, “trade-in” Only for promotion and discounts. For the recycling of old furniture of IBOSS Furniture Company, it is necessary to charge 2% of the original contract amount for disassembly and transportation.

After consulting a number of furniture dealers who tried the "trade-in" service, the reporter also learned that not all brands in the mall are involved in trade-in activities.

“The trade-in is the promotion of the mall, and the discount is given by the merchants.” A furniture store owner told reporters that “the recycling value of old furniture is very low. Most of us can only do garbage disposal, and large items. The transportation cost of furniture is very high, so everyone's participation is not very enthusiastic."

Recycle bin is not active

Whether it is a consumer or a home, the main way to deal with old furniture is to hand over to the old furniture recycling department. In order to understand the recycling and utilization of old furniture, the reporter recently visited some old furniture recycling market in Beijing.

In the Tianbao Flea Market in Chaoyang District, Beijing, Li Jingtao, the owner of a used-buy shop, told reporters that old furniture recycling generally does not provide on-site service. Due to heavy handling and troubles, the profit of recycling old furniture is very low. If it is solid wood furniture, it has the value of secondary utilization after being repaired and polished after recycling. However, at present, the old furniture is mainly made of panel furniture. It is mainly made of broken wood blocks, shavings, sawdust, etc. It is difficult to repair after damage and can only be treated as garbage.

Li Jingtao told reporters that in addition to the old furniture, the store also bought idle items such as old appliances, of which the old furniture brought only one-third of the annual profits, but it occupied more than half of the store. The wide coverage, low profit margins and low recycling rate have made the old furniture recycling business increasingly deserted.

Wang Linpeng, the president of the Real Home, also said that the biggest problem facing the current trade-in of furniture is the recycling of old furniture. "If it is a home appliance, you can use some parts and metal objects. But in addition to some high-quality solid wood furniture, the recycling value of ordinary plates is not high." Wang Linpeng said, how to deal with recycled old furniture, logistics Experiences such as channels that are not available for reference need to be explored through pilots.

Urgent need for policy guidance and support

Undoubtedly, furniture "trade-in" is a huge systematic project, and as the reporter's investigation knows, there is still a lot of improvement in the market for furniture trade-in.

Zhang Bingbing, secretary general of the China Furniture Association, said that old furniture cannot be treated as garbage. Although there is no mature and practical old furniture recycling technology, the market should have a recycling mechanism or system.

In this regard, the home is also very touched, Zhang Chen, director of operations, actually said, “The home is actually building an old furniture processing center. At present, only a small part of the old furniture recycled can enter the second-hand market or donate to other Most of the units have no use value. After the recycling center is established, the furniture can be dismantled, such as boards, hardware, sponges, wood, etc., and then sent to the recycling company to realize the reuse of resources."

In addition, the specific compensation standards for furniture trade-in are also difficult to determine. At present, the rule of the home is that as long as it is the same type of product, you can enjoy a 5% discount. However, the degree of standardization of furniture is very low, the materials used and the production process are quite different. It is also a chair. The price may be tens of dollars or tens of thousands of yuan. If you follow the same standard, you will enjoy the trade-in offer, which will inevitably affect the part. The enthusiasm of consumer participation.

Zhu Changling, director of the China Furniture Association, said that the recycling of used furniture is still a test for the cost of enterprises. At present, services such as trade-in and new services are gradually emerging in the market, and more are a value-added service to consumers. means. Therefore, the recycling of used furniture should be truly promoted, and it is still inseparable from the guidance and support of the policy.

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