The policy of replacing the furniture with a new one will be introduced in July this year.

The long-awaited "furniture trade-for-new" policy in the home furnishing industry has finally got the latest news: with reference to the old-fashioned experience of home appliances, the furniture replacement policy will be introduced this month. However, the industry believes that from the overall situation of the market and the characteristics of the home industry, the introduction of this policy may not be so optimistic. The latest news is that the furniture is replaced by new ones or this month. At present, Beijing has issued a series of policies on garbage collection and disposal. The policy of “renovation of furniture”, which is closely watched by the home industry, may also be in the near future. According to relevant media reports, Lu Yan, the representative of the 11th Party Congress of Beijing and the director of the Beijing Municipal Commission of Commerce, said that the policy of “renovation of furniture for old” in Beijing will be officially announced in July. According to Lu Yan, the policy will refer to the old-fashioned experience of home appliances, which has been finalized. As for the details of the form in which the policy will subsidize consumers, the relevant parties did not disclose it. At the beginning of this year, the Ministry of Commerce and the Beijing Municipal Commission of Commerce have clearly stated their intention to promote the policy of replacing the furniture with the old ones. The purpose is mainly to provide convenience and benefits for home improvement in a large number of policy houses this year and next. . Since then, according to reliable sources, the Beijing old-fashioned stores, including the Blue King House and the Real Home, have been interviewed by the Beijing Municipal Commission of Commerce. It is rumored that in addition to understanding the real situation of the furniture market and letting these stores express their opinions on "furniture trade-in", the city's business committee also conducted a bottom-up test to select the first pilot stores. Shortly afterwards, the Beijing home furnishing industry set off a wave to protect the housing and promote the furniture “clear price”. “These actions have indeed brought benefits and convenience to consumers. At the same time, it has also increased the bargaining chip for the first batch of pilot units in the store.” Mr. Lu, who has been engaged in public relations work in the home industry for more than a decade, told reporters. Policy Difficulties Price opacity subsidies are difficult to formulate. The implementation of this policy is much more difficult than the “old-for-new” of home appliances. Indeed, the price confusion of household products in the past has caused consumers to pay for the virtual high, and it also affects the implementation of the “old-for-new” policy of furniture. According to Ms. Yang, the general manager of a well-known store, all brands have the power to change their prices, and some stores are neglected to manage, which can easily lead to sales staff selling the price. Take the store managed by Ms. Yang as an example. Although the store implemented its own “trade-in” campaign as early as the beginning of this year, it still can't avoid the threshold of merchants. “Fudge” consumers can only participate in the latest regular-priced products. activity. According to industry insiders, although the "clear price" is the "old-for-new" approach, it is far from thorough. Therefore, it is difficult to obtain government approval on this basis alone. According to the observations of the reporter in the past 4 months, most of the home stores that implement the "clear price" have their furniture prices shrinking to varying degrees, but on the surface, it is only the brands that have sold their prices. Unite". Speaking of "real price", Ms. Yang said that because the store is unable to know the ex-factory price of each brand of furniture, it is even more unclear about their profit points. From this perspective, unless the current home industry can achieve the price transparency of the home appliance industry, otherwise, the government's subsidy for “old-for-new” will be difficult to formulate. So far, the home industry has not heard of any winds related to it. It is difficult to control the price of furniture customization. If the store has at least subjective initiative in the implementation of “clear price”, then the customization features of the innate existence of furniture products can make it difficult to handle all the different sizes and workmanship. Finely supervised furniture with a combination of materials and other elements. For the government, this is one of the most difficult problems to implement “trade-in”. “The uniform price of this sample cabinet in Beijing is 9800 yuan.” Intensive training on the “clear price” of each store, nowadays, most of the inquiries in the home market in Beijing have most of them. Reply. If the consumer provides the layout and size of the cabinet that he needs, the salesperson will say: "The original one added more than one meter to receive 2000 yuan, but if it involves the pattern or even the material requirements, it depends on the situation." That is, its selling price is not subject to the price determined by the store. It is worth noting that the size and design style of the owner's house vary widely, so the above-mentioned furniture customization is a common phenomenon. This is a far cry from home appliances. "What is the same type of refrigerator of the same brand? It will not be customized by the consumer demand, and the price will naturally be relatively uniform. Therefore, the corresponding subsidy will be better formulated." Mr. Lu told reporters that, by contrast, it does not say that furniture brands are thousands of times more than home appliance brands. Only their materials and styles, especially workmanship, even the elderly in the industry are countless, and the price is naturally more difficult to control. Not to mention the formulation of subsidies. As far as he knows, if the above problems are sorted out, it will take at least one year, and the reason why the idea of ​​the idea was not implemented at the beginning of the year was very much related to the characteristics and cumbersomeness of furniture. The number of stores is different. It is reported that according to the old-for-new policy of home appliances, subsidies are directly provided by the government to the manufacturers, and the implementation scope of the policy is nationwide, which simplifies the difficulty of discussing with home appliance manufacturers. The policy of “renovation of furniture and old-fashioned” mentioned in this article is only implemented in the Beijing area. “After opening more than a dozen brand furniture manufacturers in Beijing, the vast majority of the rest are from the South. Even if they are notified, it will take a long time to get approval,” said industry insiders. It is understood that most furniture manufacturers in Beijing have not participated in the discussion of this policy. According to industry insiders, in the scope of Beijing, only large Gome stores, Gome, Suning and Dazhong, the three platforms are not much different, the prices of various home appliance manufacturers are easy to achieve uniformity within the city, but the furniture stores are not, not only the number Many, the grades are also very different. The same brand of furniture, at the higher end of the store, the rent per square meter is at least twice as expensive as the low-end and mid-end stores, and this naturally leads to a widening of the cost of sales, and the price has created a world of difference. As a result, the amount of subsidies for “old-for-new” is particularly important. After all, the key to testing whether each Huimin policy is feasible is that the people are willing to pay. Mr. Lu said that once the same brand and the same style of furniture were subsidized in the pilot store, it was still not as cheap as the small store, and consumers were 100% inclined to the latter. As a result, the policy of the original purpose of "benefit the people" will inevitably be counterproductive, and even lead to other non-pilot stores to fight the promotion war, so that the market is in chaos. The industry voice has not been notified that the store and manufacturers are "not optimistic" "Not too optimistic." With the recent implementation of the "furniture trade-for-new" policy, the reporter interviewed a number of stores and furniture manufacturers yesterday, and the response was almost exactly the same. Specific reasons In addition to the above, the most powerful proof is that the Business Committee has not made a conclusion on the previous discussions, and has not held any related meetings in the near future. It is reported that according to the past experience of the home store, but if there is a new policy implementation, at least one month in advance, the news will be released. If the "furniture trade-for-new" is implemented this month, now there will be some winds, so that everyone can be prepared. However, the current situation is that the relevant management departments are not in a position to allow the stores and manufacturers to adhere to the protection of housing promotions or their own “furniture trade-in” activities. Related links Most stores give up "old-for-new" On September 10, 2011, after the first home of the furniture, "old-for-new", many stores in Beijing have followed suit. However, due to the influence of the industry's desertedness and the transformation of various marketing strategies, at the end of last year, Most stores have stopped the event. Although the Beijing Municipal Commission of Commerce announced at the beginning of this year that the policy will be launched, all the stores will have a share of the heart, but considering the particularity of the furniture industry, the store that stopped the activity is not in a hurry to shoot back the carbine, but to observe it. Change, choose to move again. It is reported that at present, the store that insists on the "old-for-new" of furniture is only a few stores such as the home of the home and the home of Lan Jingli. Almost all of its activities are, an old piece of furniture, regardless of its value, can be replaced with a new piece of furniture, the subsidy is 5% of the new furniture payment. According to the statistics of the actual home, from September 10, 2011 to May 20, 2012, the total sales of Beijing Wudian furniture “old-for-new” was 30,515, with sales of 363 million yuan, accounting for 16.8 of the overall furniture sales. %.

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