Source Sample Handling Equipment,Source TCM Decapper 1/6/8 channel Topscien Instrument(Ningbo China)Co.,LTD , https://www.centrifugesupply.com
Phenomenon: Consumers are cautiously "clearly priced" is illusory?
The reporter found that Chengdu Furniture Mall has launched a high-profile "clear price", and Zhihua Shi, Baojule and other furniture famous products are also the national unified retail price. Although the well-known brand awareness makes them not sell, but they are used to discounts. Consumers accustomed to bargaining often feel that they still have a lot of water, which makes the business complain. "Compared with small manufacturers' small brands, we pay more attention to product quality and pay more attention to the after-sales service of consumers." A furniture dealer said that it is very helpless. "If we simply follow the trend to sell at low prices, then we have no way to complete." Good after-sales service. In fact, due to the generally bleak sales situation in the country, furniture dealers began to simply take the price war route, the price tag has become a virtual sign. According to industry insiders, for various reasons, the implementation of “clear price†has no real meaning, and merchants can still “black-box operationâ€.
The survey found that furniture dealers have low channel control capabilities, which makes uniform pricing difficult. There are many kinds of building materials, furniture products, non-standard products, diversified supply channels, and the cost of after-sales transportation and installation varies from region to region. It is difficult to form a perfect price system and price supervision means. Even if the manufacturer stipulates a uniform market price, the final selling price of each region will be different due to the inconsistent product size, the promotion behavior of dealers in different regions, and the operating costs.
"In addition to the promotion of the "dead price", the general merchants will be more or less discounted according to the cost of rent and logistics equipment." Wu Bin, a good scenery furniture, believes that the implementation of "clear price" is low in operation, meaning little, and most The key difficulty lies in the fact that the current building materials market products have not formed standards, the operating costs of the businesses are opaque, and the manufacturers have insufficient control over the source channels.
Jiang Yakun, a furniture industry insider, believes that the cost of furniture dealers and agents is different, and the sales price is inevitably different. The price of “clear code†can be reduced from the price difference between different regions, and the price changes in each time period will be reduced. Realize the sale of the price.
Reason: The homogenization of serious prices can not survive without work? The price of furniture is difficult to promote, and the industry believes that this is related to the immature market.
"I think it is very difficult to implement the actual price of furniture." Friends of the Union believes that the domestic furniture market is not mature and the homogenization is serious. If the price is not working, many brands cannot survive. However, will the actual price of the code be the trend of the future development of the furniture industry? The person in charge believes that it is unlikely at least in the short term. Compared with more mature industries such as home appliances and department stores, the furniture industry is not yet mature, and the industry concentration is low. He introduced that taking home appliances as an example, the industry has produced several giants that can lead the industry to a more standardized and clear price.
“The brand concentration of the furniture industry is low. Now there are 60,000 furniture enterprises above the national scale, and below the scale, there should be nearly 100,000 and the brand is at least 150,000.†The person in charge of Baojule lamented In such a huge industry, the difficulty of management is actually quite large.
Although the "clear price" sign is held high, furniture merchants can still operate in a black box. The survey shows that the current business still holds extensive marketing ideas, and most of them promote turnover through regular “price wars†and “promotional warsâ€. In addition, large discounts, high cash back, shopping mall subsidies, vouchers, buyout prices and other promotional means make the merchants have to mark the virtual price in the early stage. Consumers will also choose to purchase the discount between the brands.
However, it is worth worrying that when merchants are profitable and profitable by consumers, it is inevitable that “businesses will reduce installation, transportation, warranty and other additional servicesâ€, and reduce operating costs in disguise, and ultimately consumers are still victims. Industry experts believe that reasonable profit is the guarantee to ensure the normal development of the brand and provide good after-sales service. Furniture dealers and consumers should find an acceptable price balance point on the price.
The furniture industry is easy to price
In the decoration, the most worrying thing for consumers is that the price is opaque and spends money. I hope that the price will become the common aspiration of the consumers. The reporter visited the furniture store and found that many merchants have played the "clear price" sign. The signboard has been implemented, how is it implemented? The reporter found that more than 60% of furniture manufacturers said that it is very difficult to implement, industry experts said that the price of the code is difficult, if there is a leading store, the business is the first to promote, "clear price" may promote the home market integrity transactions, benign competition.