The furniture industry promotes "clear prices", but the prices of home products are still false everywhere. Unlike consumer goods such as clothing and home appliances, buying furniture has become commonplace. Even in formal large-scale home shopping malls, bargaining is also common. It can be seen everywhere that in many cases the transaction price of household products depends entirely on the bargaining level of consumers.
120,000 furniture and 70,000 will be sold for the price tag
With the arrival of the wedding peak, furniture sales have also entered a peak season. In recent years, despite the repeated emphasis and strict supervision by the relevant departments on the clear price, the clear price of furniture has been implemented in major stores. However, consumers have discovered that the clear price of furniture is virtually useless, and it is actually sold at a discounted price, but the extent of the discount is very opaque.
Clearly marked prices are almost all fake
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 first, the 13-piece set price was added up to 120,000 yuan. At that time, the price was too expensive and I did not intend to buy it. , But the salesperson offered to offer a discount.
After some bargaining, the furniture was bought back at less than 40% off, and it cost 70,000 yuan. Ms. Zhao said that with the experience of buying this set of furniture, when she went to match other furniture, she had enough energy 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 brand stores in the regular store are implementing clear price, but the clear price is almost all false, and each brand of furniture is discounted to varying degrees Sales.
At a home plaza in Shahekou District, the reporter saw that the salesperson in each store had a calculator in hand. After the reporter asked for the price, the salesperson would take out the calculator for a while and beat it, and report the reporter a discount price. I can often see customers and salespersons knocking out their respective discounts with a calculator. You come and go to bargain.
The chair of 2500 yuan won 1300 yuan
In a store, the reporter took a fancy bar chair with a price of 2,500 yuan. At first, the salesperson said that the 5% discount was the city's uniform 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 it was cheaper to buy one pair at a time, the manager agreed to sell at a price of 1300 yuan.
An operator engaged in building materials business told reporters that the large profit margin of home building materials is an open secret in the industry. "Because furniture is different from fruits and vegetables after all, people don't buy them every day, so they don't know how much this thing costs. The more people don't know the details, the more room for bargaining."
"Discount into the wind" furniture price is high
Summer is the peak season for decoration, and the major furniture markets are all taking advantage of the summer vacation to launch price reduction promotion signs. But in the face of dazzling promotional activities, it is difficult for consumers to earn cheap.
Netizen "Li Bing loves eating rice" said that products of the same brand have different prices in different stores, and some prices may even differ by two or three times. Netizen “Demoka†posted on Weibo that the prices of most products on the market are the business of the merchants. There is no standard to learn from. How can we avoid being cheated by the merchants?
The transaction 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 more than 10,000 yuan can be cut off at least two or three thousand yuan ... If you are still too expensive and the purchase intention is not strong, the sales staff will suggest you On the basis of the lowest discount, you can make some concessions, or you can pay a deposit on the same day, and the price can be discounted. The reporter found in many home shopping malls in Jinan, the products are marked with prices, and then customers buy and then discount.
Regardless of furniture or building material products, the price marked on the price tag is usually relatively high, and the final transaction price is often only half or even lower than the marked price. The double bed price of East Asia Home "Impression Shangmu" home is 3680 yuan, after discounted 2080 yuan. The price of a set of finished sofas from Nanyang Rattan of East Asia Home Furnishings is 6200 yuan, and the price after "discount" will be around 5100.
The price of similar furniture varies greatly among different brands. Many furniture are imported or brand-name slogans, and the price is surprisingly expensive.
In the lobby on the first floor of East Asia Home Furnishing, the two red sofas of "Red Apple" and "Shu Chi" have the same style but the price differs greatly. The sofa price of "Red Apple" is more than 7,000 yuan, but the "Shuchi" sofa is more than 3,000 yuan after "discount".
Deliberately raise the price of consumers
A survey shows that 55% of netizens have the most troublesome thing in the process of furniture consumption is that the product price is inconsistent with the business promotion. In fact, some merchants still have room for bargaining after calculating according to the so-called company-specified discounts. Therefore, buying home products has become a process of consumer price comparison and bargaining. Even if the bargaining is successful after a bit of fighting, it is just the so-called There is still a lot of water in the reserve price.
Zhang Rong, a salesman at Chigo Kitchen Appliances in the Taurus building materials and home furnishing market, said that consumers will still bargain no matter how low prices businesses set. Sometimes the price is low and no one buys it, but the price is high but it can attract customers.
Therefore, many merchants may set the price high, and then allow consumers to bargain. Consumers think that they have picked up a bargain, but in fact have not received real benefits. Many consumers who buy household products report that the transaction price of the product is "bottomless" because they are not experts, which leads to repeated comparisons when buying products, wasting time and energy.
"Compared with some low-end products, the profit of mid-to-high-end home products will definitely be higher, and the bargaining room will be greater." A professional in the home industry said that it is still indispensable to buy high-end home products, so don't just ask for Product brand awareness, but also should consider the practicality of the product.
At present, the price pricing of some panel furniture does have a tendency to be artificially high. Compared with the grade and solid wood furniture, the cost is only equivalent to one-third of the solid wood furniture, but the price is higher than the solid wood furniture. .
The tricky way out of false bid prices has become "unspoken rules" in the industry
The false price in the furniture industry has become an unspoken "unspoken rule" in the industry, but such a "unspoken rule" makes consumers unable to obtain satisfactory products, and also extremely distrustful of furniture merchants.
A person in charge of a home shopping mall said that, taking a general home store as an example, a dealer with four or five hundred square meters would have to pay six to seven hundred thousand yuan in rent every year. Such large operating costs make dealers have to rely on increasing the unit price of customers to ensure profits. The rule that the store does not interfere with the price has created conditions for dealers to mark prices to a large extent.
At present, only a few furniture brands are trying to sell at a clear price. The red rosewood furniture of Xuanming Dianju Classical Furniture Factory is sold at a transparent price. The price of red rosewood raw materials, labor costs, and wages of site personnel are listed one by one. On this basis, the estimated gross profit is added, and all costs and The cost details are placed in the store for consumers to purchase reference.
Difficulties in the price of furniture
The topic of "clear price" in the furniture industry is hotly discussed on Weibo. Many people think that the clear price is difficult. If there are leading stores and merchants taking the lead, the "clear price" may promote honest transactions and healthy competition in the home market. Xu Jinghong, vice chairman of the National Chamber of Commerce and Industry's Furniture and Decoration Chamber of Commerce, said on Weibo that there is no famous brand in the world and no century-old store has a discounted price.
Many imported brands do not have discounts, and call on the home industry to sell at a bargain price.
Chen Xiaotai, president of the Top 100 Furniture, believes that the clear price means that enterprises should be able to sell a product at the beginning of the year and how much money will be sold by the end of the year. Unless costs change, prices should remain consistent. In this way, consumers no longer need to rush to buy during the holidays when buying household products.
The era of profiteering in the home furnishing industry is over, so it is better to take advantage of this opportunity to implement clear and real prices, but also save the consumer price than three, and fight wisely. "Now it is very difficult to implement clear prices for furniture, because the domestic furniture market is not mature and homogenization is serious. If you don't work hard on prices, many brands cannot survive."
Wen Bin, director of Zhida Home Furnishing Brands, said that there are now nearly 100,000 furniture companies across the country with at least 150,000 brands. Such a huge industry is very difficult to manage.
Gao Fei, general manager of Yazhen Furniture Co., Ltd., said that for solid wood and panel-type furniture products, the diversity of different materials, molds, processes and labor costs determines that the internal transparent price announced by the company is difficult to determine.
The cost of fine artisans and ordinary workers in various enterprises is very different, so the transparent price is also difficult to serve as a reference for the price of the entire industry.
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