Today, packages are becoming more common in the home industry, and both home improvement companies and overall cabinets offer packages, and furniture is no exception. At the beginning of May, Qumei Furniture (view map) launched 16800 yuan to buy 21 pieces of furniture, not only a considerable amount but also cheap, which made many consumers feel excited. Some insiders said that with the advent of the package, low-end brand furniture will be affected, and the furniture market will change.
[News background]
More than 10,000 yuan can be purchased complete sets of furniture a few years ago, consumers buy furniture is still a piece of "Amoy." And as some furniture brands begin to test the water furniture package, consumers only need to spend more than 10,000 to tens of thousands of dollars, you can buy dozens of common furniture including bed, sofa, TV cabinet, dining table, coffee table, wardrobe, etc. .
As early as May of this year, the well-known brand Qumei Furniture launched a furniture package on the occasion of the 22nd anniversary, 14 pieces can be purchased for 14299 yuan, and 21 pieces can be purchased for 16800 yuan. Qumei CEO once said that this customized product is 30%-40% cheaper than other products.
Recently, the reporter found in a home store in Hexi that several well-known furniture brands have launched furniture packages. Consumers can enjoy a lower discount than a single item by purchasing a complete set of furniture. "18 pieces of furniture for only 15420 yuan, a set of 100 square meters of housing is basically enough." A brand of furniture sales staff told reporters that the brand's other furniture prices are not low. For normal purchases, a set of 100 square meters of flats with at least 30,000 yuan of furniture, and a choice of packages can save about half. The salesperson said that if you don't like 18 pieces of furniture, you can choose between "six-piece bedroom" and "four-piece living room". "If you are not satisfied with which piece of furniture, we can also customize it for you, change other styles, and add a little fee."
In another specialty store, a set of “living room packages†was placed neatly by the sales staff according to the real mode of the house. The set only cost 9,800 yuan, including a set of 3+2 sofas, glass coffee table, 1.35 meter dining table and four Dining chair. The reporter calculated that the price of the sofa and coffee table in the package is close to 9,800 yuan.
[Reporter Survey]
The package is cheap, but not everyone buys less than 20,000 yuan, you can buy all the furniture you need at home. Some brands can buy a full set of furniture as long as 10,000, and the tens of thousands of items that are common in the market. Compared with Yuan’s furniture, the temptation of furniture packages is no small feat. So low, what is the attitude of consumers?
"Some people like it and some people don't like it, because the furniture package has advantages and disadvantages." Red Apple Furniture also launched a furniture package in the first half of the year. Its sales manager Shao Jun said frankly that the price advantage of the package is self-evident. Buying a single piece of furniture is at least 30% cheaper, but the package limits the consumer's choice. “Every consumer has different aesthetic concepts. Some consumers only like a few pieces of furniture in the package, so even if the package is cheaper, they will not buy it.â€
In addition to personal preferences, limited size is also a major problem in furniture packages. In the interview, the reporter learned that if consumers are not satisfied with the size or color of the package, they need additional customization. Once customized, it means more money. "For example, in some packages, the bed is 1.5 meters, and the wardrobe is a four-door wardrobe. Consumers want a 1.8-meter bed and a five-door wardrobe. At this time, consumers can only change the size or endure their love." According to their understanding, the proportion of consumers who actually buy a full set of furniture is limited. â€
Consumers have doubts about the quality of the package. Faced with low-priced furniture packages, some consumers have raised doubts: “Is the price so low, will it sacrifice quality?†In response, a brand furniture salesperson replied: “Although the package price Cheap, but not obsolete, not good quality." It is reported that many consumers are very fond of high-end brand furniture, but because of the price, they have to give up. Brand furniture manufacturers have introduced furniture packages to meet the needs of consumers who can buy high-quality products with very little money.
“The raw materials and accessories used in our furniture are better in our class. The reason why we can achieve low prices is because the factory has a standardized production line. All the furniture is produced by the assembly line, which can reduce the production cost.†Qumei Furniture Nanjing Xia Dong, the person in charge of the district, told the reporter that after the launch of the event of buying 21 pieces of furniture for Qumei 16800 yuan, some well-known merchants also followed suit to launch similar activities. “The products launched by each merchant have their sales positioning, although the styles are different. But the process is not bad. Everyone hopes to increase sales through price cuts, and it is impossible to affect product quality because of price cuts."
ã€expert's point】
Will impact the low-end brands Today, packaging, packages have become a popular way for merchants to promote. Some insiders said that the appearance of furniture packages will have an impact on some low-end brands.
"For enterprises affected by the financial crisis, in the face of survival and profit, the former is definitely the first choice. Only survive can we talk about profits." An industry insider told reporters that merchants can offer discount packages that can satisfy consumers with the least amount of money. The need to buy the most suitable products for money can also promote sales to speed up the return of funds and ensure the survival and development of enterprises. The industry believes that because the package does not account for a large proportion of the sales of the same brand of furniture, it will not affect its original positioning and sales of the main products.
“The emergence of furniture packages is definitely a good thing, and consumers are becoming more rational.†Shao Jun said that some furniture brands with low brand awareness and low-end positioning in the market could originally share the same price with mid-to-high-end furniture brands. Alas, the emergence of furniture packages will have a strong impact on such small and medium-sized brands.
[News background]
More than 10,000 yuan can be purchased complete sets of furniture a few years ago, consumers buy furniture is still a piece of "Amoy." And as some furniture brands begin to test the water furniture package, consumers only need to spend more than 10,000 to tens of thousands of dollars, you can buy dozens of common furniture including bed, sofa, TV cabinet, dining table, coffee table, wardrobe, etc. .
As early as May of this year, the well-known brand Qumei Furniture launched a furniture package on the occasion of the 22nd anniversary, 14 pieces can be purchased for 14299 yuan, and 21 pieces can be purchased for 16800 yuan. Qumei CEO once said that this customized product is 30%-40% cheaper than other products.
Recently, the reporter found in a home store in Hexi that several well-known furniture brands have launched furniture packages. Consumers can enjoy a lower discount than a single item by purchasing a complete set of furniture. "18 pieces of furniture for only 15420 yuan, a set of 100 square meters of housing is basically enough." A brand of furniture sales staff told reporters that the brand's other furniture prices are not low. For normal purchases, a set of 100 square meters of flats with at least 30,000 yuan of furniture, and a choice of packages can save about half. The salesperson said that if you don't like 18 pieces of furniture, you can choose between "six-piece bedroom" and "four-piece living room". "If you are not satisfied with which piece of furniture, we can also customize it for you, change other styles, and add a little fee."
In another specialty store, a set of “living room packages†was placed neatly by the sales staff according to the real mode of the house. The set only cost 9,800 yuan, including a set of 3+2 sofas, glass coffee table, 1.35 meter dining table and four Dining chair. The reporter calculated that the price of the sofa and coffee table in the package is close to 9,800 yuan.
[Reporter Survey]
The package is cheap, but not everyone buys less than 20,000 yuan, you can buy all the furniture you need at home. Some brands can buy a full set of furniture as long as 10,000, and the tens of thousands of items that are common in the market. Compared with Yuan’s furniture, the temptation of furniture packages is no small feat. So low, what is the attitude of consumers?
"Some people like it and some people don't like it, because the furniture package has advantages and disadvantages." Red Apple Furniture also launched a furniture package in the first half of the year. Its sales manager Shao Jun said frankly that the price advantage of the package is self-evident. Buying a single piece of furniture is at least 30% cheaper, but the package limits the consumer's choice. “Every consumer has different aesthetic concepts. Some consumers only like a few pieces of furniture in the package, so even if the package is cheaper, they will not buy it.â€
In addition to personal preferences, limited size is also a major problem in furniture packages. In the interview, the reporter learned that if consumers are not satisfied with the size or color of the package, they need additional customization. Once customized, it means more money. "For example, in some packages, the bed is 1.5 meters, and the wardrobe is a four-door wardrobe. Consumers want a 1.8-meter bed and a five-door wardrobe. At this time, consumers can only change the size or endure their love." According to their understanding, the proportion of consumers who actually buy a full set of furniture is limited. â€
Consumers have doubts about the quality of the package. Faced with low-priced furniture packages, some consumers have raised doubts: “Is the price so low, will it sacrifice quality?†In response, a brand furniture salesperson replied: “Although the package price Cheap, but not obsolete, not good quality." It is reported that many consumers are very fond of high-end brand furniture, but because of the price, they have to give up. Brand furniture manufacturers have introduced furniture packages to meet the needs of consumers who can buy high-quality products with very little money.
“The raw materials and accessories used in our furniture are better in our class. The reason why we can achieve low prices is because the factory has a standardized production line. All the furniture is produced by the assembly line, which can reduce the production cost.†Qumei Furniture Nanjing Xia Dong, the person in charge of the district, told the reporter that after the launch of the event of buying 21 pieces of furniture for Qumei 16800 yuan, some well-known merchants also followed suit to launch similar activities. “The products launched by each merchant have their sales positioning, although the styles are different. But the process is not bad. Everyone hopes to increase sales through price cuts, and it is impossible to affect product quality because of price cuts."
ã€expert's point】
Will impact the low-end brands Today, packaging, packages have become a popular way for merchants to promote. Some insiders said that the appearance of furniture packages will have an impact on some low-end brands.
"For enterprises affected by the financial crisis, in the face of survival and profit, the former is definitely the first choice. Only survive can we talk about profits." An industry insider told reporters that merchants can offer discount packages that can satisfy consumers with the least amount of money. The need to buy the most suitable products for money can also promote sales to speed up the return of funds and ensure the survival and development of enterprises. The industry believes that because the package does not account for a large proportion of the sales of the same brand of furniture, it will not affect its original positioning and sales of the main products.
“The emergence of furniture packages is definitely a good thing, and consumers are becoming more rational.†Shao Jun said that some furniture brands with low brand awareness and low-end positioning in the market could originally share the same price with mid-to-high-end furniture brands. Alas, the emergence of furniture packages will have a strong impact on such small and medium-sized brands.
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