As long as it is a commodity, it is inseparable from the price. In recent years, the price of furniture is ups and downs, and the reality is the most fascinating study for businessmen. In the case of consumers, the same is true: both buyers and sellers are pondering when and how The level is best for you. Sellers and sellers, sellers and buyers, and even buyers and buyers have complex and complex interests, but this is the key role of price, the price war between merchants , the bargaining between buyers and sellers and the buyer The auction between the two is not the price.
Furniture is "increased" in the stumbling of rising costs
As far as the furniture industry is concerned, the prices in the past two years have also been unstable. Various rumors of rising and falling have come from time to time, but in general, furniture prices are generally rising in the ups and downs because , driven by raw materials, labor costs and other factors, the furniture had to face "is the price."
The reporter learned that Southeast Asia, Africa, North America and Russia have always been China's main sources of timber imports, but with the combination of resources, national policy restrictions, exchange rate and transportation costs, the price of timber is higher than the previous two. There has been a significant increase in the year. The rise in timber prices, coupled with the increasing purchase and transportation costs of the factory , has led to recent price increases for some solid wood furniture brands .
When the reporter visited three large furniture stores in Guiyang, the statistics were roughly calculated: at least three solid wood furniture brands have already increased their prices in June, and another six are preparing to raise prices. Ms. Wu reflected that she had set a solid price of 5,800 yuan in solid wood furniture that she saw on Red Star Macalline a month ago. It has already risen to 6,100 yuan yesterday. The reporter visited the three stores of Guiyang Red Star Macalline, Real Home, and Southwest Furniture City to learn that the rising cost of raw materials and labor costs has once again affected the furniture sales terminal.
In addition to some manufacturers that have long signed a supply agreement can keep the original price unchanged in the short term, some solid wood furniture brands ushered in the second price increase this year, the price increase range is about 3% to 5%. Although the price of solid wood furniture has not risen as much as last year (about 20% increase, some brands can increase by 30%), but because of the reduction in the discount rate of the store, it is still easy for consumers to generate "substantial price increases," The feeling of "not worthwhile".
“Immediately rising prices†often serve as a gimmick for merchants to promote sales.
When visiting the market, I found that many merchants recruited customers on the grounds of “immediate price hikesâ€. The reporter found that most manufacturers did not adjust the price and issued a notice before the official price increase. Nowadays , the sales season of the home furnishing industry is in the off-season. In order to ensure the performance, many merchants have recently come up with old-fashioned moves, and they are desperately trying to take orders on the grounds of “immediate price hikesâ€.
"Buy now is definitely cost-effective. June and July are the lightest seasons for the home furnishing industry. Manufacturers are promoting at this time, but they are going to raise prices in the peak season." The reporter visited the three major stores in Beijing as a consumer, as long as a certain paragraph The furniture is slightly noticed, and its sales staff will almost say the above words.
The reporter noticed that many brands still maintain a discount of 7-9 percent during the Dragon Boat Festival period. Some brands have discounts even more than the Dragon Boat Festival, which is as low as 4-5 percent. At the same time, the discount period is extended from the Dragon Boat Festival to the end of July. The discount has actually become one of the arguments for the merchants to "price increase." The reason is that it is off-season, so the manufacturers will give such a low discount. When the peak season comes, the preferential margin will definitely drop. This is also a kind of disguised price increase.
Indeed, due to rising costs of raw materials, labor, etc., furniture prices will rise by 10%-20% annually. However, according to the experience of the reporter's visits in previous years, the manufacturers will issue price adjustment notices to their dealers or specialty stores within 2-4 months before the price increase. However, it turns out that the reporter visited more than 30 brands of furniture stores, except for a solid wood furniture issued a price increase notice, as for other brands not only can not get the price adjustment notice, even the so-called price increase and price increase time said no Come out, this is enough to show that the price increase is only a gimmick for their promotion.
Bargaining is commonplace
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 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 the formal large-scale home shopping malls, bargaining is everywhere. In many cases, the transaction price of household products depends entirely on the bargaining level of consumers. Ms. Zhao told the reporter 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 price of 13 sets was set at 120,000 yuan. At that time, the price was too expensive and I was not planning to buy it. However, 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.
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 bargaining space." Regardless of furniture or building materials, The price tagged on the price tag is usually higher, and the final transaction price is often only half or even lower. East Asia home "Impression on the wood" home double bed (renovation effect map) price 3680 yuan, after discount 2080 yuan. The price of a set of finished sofas (renovation effect drawings) of Nanyang Tengye of East Asia Home is 6,200 yuan, and the price after "discount" is about 5100.
The price of furniture is subtle. 70% has not raised the price?
In recent years, labor costs and prices of raw materials such as wood and leather have continued to rise. But the trend of furniture prices this year is quite subtle. The most obvious phenomenon is that most furniture in the past years will increase in price after the Spring Festival, and this year, until now, 70% of furniture brands have not adjusted prices.
A well-known brand marketing manager in Beijing told reporters that the current property market has begun to heat up, even if this state can continue, as the home market of its downstream industry, there is at least one year to recover from the warm-up, and the competition this year will be extremely fierce. "Therefore, manufacturers do not want to be more afraid to raise prices." The manager said that most of the housing in the second half of the year is policy housing. For this part of the newly-needed population, once the price advantage is lost, it will inevitably hit people's spending enthusiasm. At least the first half of the year will not be better. He introduced that since June, they have only made a dozen orders in several major stores in Beijing, removing rents , utilities, labor costs, and almost no profit.
"Price increases are not necessarily good for us. Although we do not raise prices, profits will decrease after the cost increases. However, if the price rises in a bad market, it will also hurt consumption enthusiasm." Huang Youde, a local solid wood furniture agent of Kailong, said: "I only made a few orders in this month, and I have to get rid of rent, utilities, labor costs, and no profit at all." He said, but if manufacturers want to raise prices, as agents And only follow the price increase.
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