Last week, Chuangzhan Home in Jingdong announced that it had launched the “sales bottom line†for furniture. The price was several hundred yuan lower than the market price of the same brand, several thousand yuan or even ten thousand yuan. Is there really a “profiteering†in the furniture industry? Can consumers really enjoy the "base price" furniture from now on? Does the furniture industry really have such a "pie" to eat? The reporter visited the Tongzhou Chuangzhan home store and found that the so-called “shrinking price†is just a few products of the furniture purchased by Chuangzhan. In the promotion, not a lot of furniture is “shrinkingâ€, and the people involved in the exhibition also recognize This is just a public relations activity. This made many consumers who thought they could buy cheap goods and were excited to buy furniture to buy furniture, and found it was a commercial speculation. Industry experts believe that the channel and service itself have value, furniture sales do not have a reserve price, if tempted by low prices, beware of falling into the "trap" carefully designed by the merchant. Reporter visit: "shrinking price" furniture is limited to a few models last week, Chuangzhan home claims that in the store exposed more than 20 well-known brands a total of more than 100 styles of furniture sales "base price", a large number of "shrinking price" furniture is Chuangzhan sales, the purpose of launching this initiative is to "disintegrate the price alliance of furniture dealers and truly give benefits to consumers." Is it really falling in the sky? On June 30, the reporter drove to the East Sixth Ring Road, known as the "China's largest home aircraft carrier" of the exhibition home. Perhaps because it is not a weekend, all buildings are square and inviting. The home flow is very rare. Except for journalists and uniform workers wearing orange overalls, there are few customers, and the big market is particularly deserted. In the middle of the market hall, a banner of “Creating Home Furnishings Shrinking Water Challenges Major Markets†is very conspicuous. Not far away, “Yilebao†is marked with a set of furniture “base priceâ€, but it is only after careful inspection. Only the prices of Shenzhen Huayuanxuan, Guangdong Fuji and Shenzhen Ingli, three furniture companies are “shrinkingâ€. For example, the final market transaction price of Huayuanxuan's children's bed is 4,956 yuan for the sales price, and 4,706 yuan for the exhibition, which is 250 yuan lower than that of Fuji. Series, the price of a set of bedside tables is 1078 yuan, the exhibition home shrinkage price is 847 yuan, "shrinking" 231 yuan; the other TV cabinet bottom price is 3542 yuan, the exhibition shrinking price is 1678 yuan, "shrinking" 1864 yuan. When the reporter went to the exhibition hall of the Fuji Yu Furniture Company's Bai Yu Han Palace series and asked which ones were “shrinking†furniture, the salesperson pointed to a group of products including beds, bedside tables and dressing tables. “There are 55% off on these 3 samples. Ultra-low discount, the rest is still maintaining the original 6.8 fold." In the Huayuanxuan furniture exhibition hall with an area of ​​1,800 square meters, the reporter found that only one of the eight series of products exhibited was “White Oakâ€, which has a “shrinking price†and another set of red cherry series. Although the products are also sold at ultra-low prices, they are samples. A young lady who went with the reporter said: "I also thought that there are many large-scale low-cost promotions. It turned out to be a very few products. It is really disappointing." Chuangzhan response: Pushing "shrinking price" is just The public relations campaign declared that “more than 100 brands have more than 100 products involved in the 'shrinking war'â€, but in the end only a few of the three furniture brands sold at a discount of 5.5 percent, and the “moisture†is too big. In the face of doubts, Zhou Wei, manager of Chuangzhe's home planning department, said that this is just a public relations activity related to promotion planning and planning. The purpose is to cut into the furniture market in this form and attract consumers' attention. “Because our creation is not in an urban area where the land price is expensive, the market cost is lower than that of the urban home market. The price of the products we sell is much cheaper than other home markets. Therefore, I hope to borrow this time’ The shrinking price of 'furniture is introduced, let consumers know that it is more affordable to buy furniture.†Zhou Wei is convinced of the effect of this “public relationsâ€. It is said that there has been a batch of homes from the city before the reporter. Market related people heard the news and went to Chuangzhan to find out. According to him, there should be a lot of consumers who are far-fetched to create "bargains." As a channel provider, Chuangzhan has launched a seemingly huge ultra-low-cost promotion. Can those furniture dealers and manufacturers endure the benefits? The staff of Huayuanxuan Furniture said: "There is no need for manufacturers to agree, because the furniture that participates in the "shrinking war" is the direct purchase of the factory from the factory, the second-hand selling things, the original owner of the things managed It is understood that although there are many furniture brands in the exhibition home, there are many products that belong to the exhibition and self-employed. Among them, more than 10,000 square meters of the products of the Emperor Jingting European and American furniture halls are created by various manufacturers. Come back to "fill in the booth". Zhou Yi attributed this self-operated model of Chuangzhan to the "cost" of the price reduction promotion. "Direct order from the manufacturer, eliminating the intermediate agent layer price increase, creating The exhibition can afford to 'shrink the price'. Experts say: there is no “base price†for furniture sales. “The shrinking price is not the reserve price. There is no reserve price for furniture sales. The price is completely determined by the market conditions. The seller can change the price at any time according to the needs. "A furniture manufacturer mainly selling European styles said that Zhu Changling, vice chairman of the China Furniture Association, believes that the furniture sales price is from research and development design fees, labor costs, materials fees, taxes, normal profits, transportation costs, packaging fees, office expenses. And the store rent and other components, including any changes in the link will affect the sales price, such as today's store rents are reduced, the cost is less, I can sell cheaper, so how much can a piece of furniture sell? Can't estimate. "Unless there is a flaw in the product or the merchant is eager to pick up the goods, the promotion has the lowest price, because once the product is above this 'base price' it is difficult to sell. Liu Chen, Secretary General of the Beijing Market Association Home Market Branch, believes that the market economy is a circulation economy, and that products, especially furniture and building materials, must be converted into goods and currencies through circulation. If the products are not circulating, they are waste products. , agency, exhibition, etc., are indispensable under the conditions of market economy, and circulation requires cost. "The retail price of the same brand of furniture in different distribution channels is relatively uniform, so as to ensure the price system of the product, actually Home (view map) Blue King Li (view map), Cheng Wai Cheng, Red Star Macalline (view map) and other mainstream stores provide dual service guarantee, this service is valuable, blindly consider the price and choose Non-mainstream stores may be cheaper to buy and cause trouble. Behind the scenes: Chuangzhan's home is facing the test of life and death. For the “shrinking price†incident of Chuangzhan's manufacturing, market participants believe that this is a performance that is not very optimistic. The exhibition project started in 2005, when Zhujiang Real Estate was called It is necessary to build the “China Household Industry Demonstration Park†with a project area of ​​2.6 million square meters. However, with the advancement of the project, investment promotion has become a big problem, and the opening time has been pushed back until it was forced to open on the eve of the National Day last year. At that time, the first phase of the project completed 220,000 square meters of the project, of which only 100,000 square meters of space was put into use, and many booths could not enter the manufacturer. In desperation, the exhibition had to invest a lot of money from the manufacturer. Buying goods directly, known as “self-employedâ€, is actually just to fill the gaps, so that it does not look too cold when opening. The insufficiency of the innate geographical position, coupled with the “mistakement†of the later operation, led to the opening of the exhibition after the opening. Before the cold, some products have been bought for too long, and they have become scrapped when they are not shipped, so they plan a “shrinking price†to attract consumers. Water is just a very small number of brands and varieties. This practice is equivalent to pouring a cold water on the consumers who are full of joy. The negative impact may be far greater than the positive publicity effect. The reporter saw in the interview with Chuangzhan. Most of the first-stage pavilions are still in an empty state. The walls at the entrance to the main entrance are slightly mottled, and the parking lot is empty, with the home of the home, Lan Jingli, Red Star Macalline, Jimei (view map) Such a well-known home market has formed a stark contrast, whether the creation of home can survive, in this hot summer is undergoing a severe test. "No one flow and popularity, self-employed products bought from manufacturers can not be sold naturally Today, in the ever-changing style of furniture, Chuangzhan is not in a hurry to sell backlog of stocks for a long time! An industry veteran suggested that consumers should carefully buy "shrinking price" products, and don't get lost in the temptation of "base price."
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