In the various marketing methods in the home industry, furniture trade-in is not new, such as Yuexing Home, Red Star Macalline, Jinsheng International Home and other home stores, as well as red apple furniture and royal furniture brands. Recently, the reporter found in an interview with the related store and brand that the furniture was replaced. Although this solution solved many consumers' problems and seized the needs of consumers, the pressure was very high because the cost was imposed by the company. Big, furniture, old-fashioned, this road can not go down in the long run, it is still unknown.
Origin and efficacy
Pulling sales is convenient for consumers
Jinsheng International Home and Yanlu Store has been renovating furniture for nearly a year. Manager Liu of the store planning department told the reporter that the cost of this move is entirely borne by the mall. “The shopping mall cooperates with a second-hand furniture market in the north of the city. Anyone within 5 km from the shopping mall can send a free person to the door for evaluation and handling, and give the owner a certain amount of furniture consumption vouchers. Generally, we will give higher than the evaluation price. The voucher, the consumer can use the voucher to buy new furniture in our mall. We will send the old furniture that we have collected back to the second-hand market for free. Similarly, they will not charge us any transportation fee. What we need to spend is a deposit. The cost of the voucher."
According to reports, there are many old neighborhoods near Jinsheng International Home and Yanludian Shopping Mall. Many citizens have old furniture in their homes. When they encounter new houses or renovations, the old furniture becomes a "chicken rib", throwing away pity, selling It’s afraid of trouble. “It should be said that we have introduced the 'furniture trade-for-new' to be targeted. On the one hand, it solves the problem of consumers. On the other hand, the vouchers for consumers are used for shopping in the mall, so this move is for sales. Pulling has helped tangiblely. More than 200 consumers have participated in our trade-in this year, and our sales performance has also increased."
Confusion and future
I hope that I can persist in the cost of input.
Since the vouchers given to consumers are all "buy" by the mall, Jinsheng and Yanlu stores have invested a lot of money in "renovation of furniture" this year. When the reporter asked if he would continue to insist on next year, Manager Liu said it is difficult to say now, although This move has a certain pull on sales, but the cost is all paid by the mall, and some can't afford it.
Not only that, Jinsheng and Yanludian also encountered some troubles after the introduction of furniture for the past. "According to our regulations, the old-fashioned furniture must be within 5 km of the mall. Because of this range, the second-hand furniture market is reluctant to carry it. Many consumers find it incomprehensible, but the mall also has difficulties. Furniture is not like Home appliances, a mattress, and a wardrobe are heavy and huge. We can only help people in the second-hand furniture market, so they are not willing to carry it, and we have no way."
Manager Liu said that it is entirely corporate behavior to replace old furniture with new ones. We do not receive any state subsidies. From the perspective of accounting costs, shopping malls are at a loss. However, from the perspective of stimulating sales and facilitating the people and the people, it is also possible for the mall to stick to it. Of course, if the country can treat the recycling of old appliances as well as the old furniture recycling, it is the best thing.
In this regard, the reporter also interviewed Mr. Yang, the person in charge of the Gujia craftsman. He said: "The difficulty of furniture replacement is quite big. For our leather sofa, there is no use for recycling the leather sofa. We can't use the old sofa anymore. Processing, so we have not considered this measure for the time being.
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