The furniture industry pushes the old and new to promote the home market to standardize

The “Measures for the Implementation of the Old-for-News of Beijing Furniture in 2013” ​​(hereinafter referred to as the “Implementation Measures”) stipulates that furniture sales enterprises participating in “old-for-new” should implement unified cashier collection, standardize the issuance of invoices, clear prices, no bargaining, and must not be arbitrary or disguised. Raise the price. But the reality is that there are still a lot of home stores in the Beijing market that can't do this. Through the "trade-in" campaign, some furniture sales companies began to try to change the business model that they have been using. They want to use the "old-for-new" activities to promote the unified management of merchants in the store and further regulate the operation of the store.

Unified cash register

Store management strength upgrade

The advantage of achieving a unified cashier is to strengthen the control of the store to its merchants. Consumers pay the goods at the cashier's counter in the store, and the store returns the money to the merchants on a regular basis. It is precisely because of this repayment cycle that the merchants have formed an invisible pressure to urge the merchants to improve service levels. The transaction responsibilities of the unified cashier store are composed of consumers, merchants, and stores. In a transaction, the store acts as a middleman and needs to perform the first accountability system.

However, for a long time in the past, even so far, many furniture and building materials stores have adopted the mode of self-settlement between merchants and consumers. The store only provides venues, and rents are charged according to a certain proportion. The stores and merchants maintain independent accounting. Business model.

Zhu Yongli, general manager of Tongzhou Home Plaza, a strong furniture group, said in an interview with the reporter after the announcement of the “trade-in” sales list of furniture in the end of June that they were still pushing the store to replace the dealers’ unified invoicing. No small resistance.

Wang Hongkai, director of Jiahe Jiamei Business, said that about 50% of the furniture merchants in the store have participated in the “trade-in” campaign. These merchants have achieved unified cashiers in accordance with the “old-for-new” policy. In the future, with the expansion of the number of participating merchants, the number of merchants that achieve unified cashier will also increase. Even in the end, the store may realize the overall unified cashier, thus completely changing the past single booth leasing business model.

In fact, the realization of unified cashier also means that the home store has changed from a booth system to a shopping mall, which has greatly evolved and upgraded the entire home building materials market.

Clear price

Standard product price system

“Clear price” is the basis of “old-for-new” because it can guarantee the rationality and authenticity of commodity prices and provide a scientific basis for calculating the amount of furniture subsidies.

The household industry has been experiencing high price and low discount for many years, and it has become customary for customers and sellers to bargain. Every transaction, whether it is a customer or a salesperson, is a process of wits. Consumers are also unable to determine whether the price they purchase is “potholes” or “cost-effective”. Discounts and bargaining practices allow consumers to be more sensitive to price in the process of choosing furniture and building materials, often being price-conscious and looking for low prices. The price of the product ignores the quality of the product of interest. Dealers and salespeople often pay great attention to the fluctuations in product prices, do various discounts, and ignore the true intrinsic value of the products, as well as the core service quality for the brand.

In order to make the market more transparent, many home stores in Beijing have successively proposed and implemented “clear price”. “Bright price” means that the merchant publicly marks the price when selling goods and providing services to consumers, and settles with the consumers according to the marked price, and does not accept any bargaining. “Feed price” refers to the “no water injection” price calculated based on cost, reasonable profit and market competition.

As the forerunner of furniture “trade-in” activities, Liu Chengkuan, the general manager of Chengwai Chengjia Plaza, believes that from the perspective of industry, this activity will benefit the customers and facilitate the manufacturers. In the long run, it also regulates the store management and regulates the sales in the industry. There is a great boost.

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