"trade-in" or become a traditional furniture company life-saving straw

In recent days, the news about Beijing's furniture “trade-in” policy will be widely circulated in major media. The Ministry of Commerce has previously indicated that it will pilot the “old-for-new” policy in some cities across the country. Through the market performance of each pilot city, it is decided whether to promote this policy. In this way, the "trade-in" campaign has been vigorously launched in the furniture stores of some cities.

In order to compete for living space, traditional furniture companies have new ideas

The vast number of consumers are no strangers to the "old-for-new". The former home appliance "old-for-new" is in full swing and is popular among people. Nowadays, some furniture companies have begun to get rid of the current industry difficulties. There are two reasons behind this phenomenon:

First, the winter of the furniture industry has not yet passed. On the one hand, the domestic property market regulation policy has been very strict in the past two years. Despite the slight loosening of housing prices in recent days, the government immediately indicated its determination to keep house prices within a reasonable range, and strict regulatory policies will continue unwavering. As the furniture industry of downstream enterprises, it seems that spring is still far away. On the other hand, China is the world's largest exporter of furniture industry. In recent years, due to rising raw material prices and rising labor costs, China's exported furniture no longer has a price advantage, and export furniture has also suffered a cold reception. So until now, China's furniture companies are still struggling in the midst of difficulties.

Second, in the past two years, China's e-commerce has developed rapidly, and the number of online shoppers has grown at a faster rate each year. Especially when young people have gradually grown into the main consumers, online shopping has even become the main shopping mode for some people. Therefore, the furniture industry has become an irreversible trend on the e-commerce platform. At present, domestically developed furniture e-commerce companies such as Melaleuca have demonstrated their unlimited potential and business opportunities in the field of furniture e-commerce with their own impressive performance. At the same time, furniture e-commerce companies are constantly improving their own operations, improving services, and even some enterprises to open the experience hall to enhance the user experience in order to eliminate the doubts of online shopping furniture, consumers have gradually accepted the online shopping furniture. Mode. Faced with the strong impact of furniture e-commerce, traditional furniture stores are trying to win. Obviously, the implementation of furniture “trade-in” has become a means of seeking to continue to develop.

Consumer and business win-win

For consumers, such activities by furniture companies can provide consumers with the best channel to handle the old but undamaged furniture in their homes. Ms. Wang, a consumer in Chengdu, said that some furniture styles in the home are outdated but the quality is not a problem. I am not willing to lose it. This problem should be solved after I heard that there is a furniture “trade-in” activity.

For furniture companies, after the export is frequently blocked, stimulating domestic demand has become a means for major enterprises to maintain their survival and development. The "old-for-new" furniture brings a huge market with a potential capacity of over 100 million yuan. Who can fight this war without smoke? Who is the final winner? By recycling consumers' old furniture, attracting consumers to buy furniture, and then driving sales has become a common means of implementing furniture "trade-in". At the same time, such a vigorous interaction is also a good brand promotion opportunity for enterprises.

Under the old trade, the tide is surging

In fact, the “old-for-new” furniture is not the first time in the Chinese market. There are several well-known companies that have high commissioning water, although in the whole process, all the big companies have a certain increase in turnover for a short time, but The problems exposed are indeed something we cannot ignore.

First, the recycling chain is not perfect. In order to attract consumers' attention, many companies have joined the battlefield for "old-for-new" in the case that their entire recycling chain is still not perfect. The subsequent processing of most of the recycled furniture became a problem. Unlike the previous “new-for-new” activities of home appliances, the disassembled parts can be reused due to the special nature of home appliances. However, furniture such as wood-panel processed products is almost never used again. Often the enterprises pile up the recycled furniture in the warehouse, not only to provide a large enough space, but also to have special personnel to manage, and some furniture that has no reuse value is even sent directly to the furniture recycling station, which instead creates resources. waste. Therefore, how to recycle the recycled furniture has become the primary problem for major furniture companies.

Second, there are no professional standards. In the "trade-in" activities carried out by furniture companies, there is no uniform industry standard. For example, how should subsidies be calculated? Should furniture subsidies of different materials be different? Reasonable. And the standards set by the major companies can easily pull this “trade-in” activity into a vicious circle. It is understood that some related companies have raised the price of furniture before the event, and then sold it to consumers participating in the “trade-in” campaign at a certain price ratio. In fact, furniture "trade-in" activities is a marketing tool, but this dishonest practice will disrupt the entire market.

In fact, the furniture “trade-in” activity fundamentally realizes the integrity of the entire chain, providing a possibility for the recycling of furniture. However, if we want to carry out this activity for a long time, the government needs to introduce relevant policy support and discuss with the enterprise how to solve the problems existing in the current process of “trade-in”.

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