Is the furniture industry's most cost-effective off-season purchase? Means to increase prices during peak season?
Nowadays, the sales season of the home furnishing industry is low. In order to guarantee the performance, many merchants have recently taken out old tricks and tried hard to take orders on the basis of "imminent price increase".
Furniture prices increase after the off-season? Fools!
However, they ignore the special market environment this year. It is reported that compared with previous years, most manufacturers did not raise prices at the beginning of this year as usual. In order to ensure price competitiveness, some manufacturers would rather reduce the scale than dare to increase the selling price easily. In this case, the "imminent price increase" is not reliable.
1 statement
Will manufacturers increase their prices in the peak season?
“It ’s absolutely cost-effective to buy now. June and July are the weakest seasons in the home furnishing industry. Manufacturers are selling at this time, but they will increase prices in the peak season.†As long as consumers pay attention to certain furniture , their sales staff Will say the above words.
Indeed, due to rising costs of raw materials and labor, furniture prices will increase by 10% -20% every year. However, according to the experience of previous years, manufacturers will issue price adjustment notices to their dealers or specialty stores two to five months before the price increase.
I learned from more than 30 brand furniture stores that only one solid wood furniture store provided this certificate to reporters. As for other brands, not only can they not give out price adjustment notices, but even their so-called price increase range and price increase time cannot be said.
2 statements
After the off-season discount is no longer awesome?
The main concern for furniture manufacturers this year is that the price increase is ambiguous because the industry is not optimistic. In order to maintain a competitive advantage as much as possible, it is not easy to relax and raise prices. It is for this reason that, although the Dragon Boat Festival holiday has ended, the promotional activities of the various brands are not inferior.
Many brands still maintain the discount rate of 30% to 10% during the Dragon Boat Festival, some brands even exceed the Dragon Boat Festival, as low as 4% to 50% off the sale, while extending the discount period from Dragon Boat Festival to the end of July.
However, what is surprising is that the discount has actually become one of the arguments of merchants' "price increase theory". The reason is that it is the off-season now, so manufacturers will give such low discounts. When the peak season comes, the discount rate will definitely decline, which is also a kind of price increase in disguise.
"Will there be a discount on National Day?" Faced with such a problem, most sales staff responded that if there were no accidents, it would never be lower than the current discount.
3 statements
Can I enjoy a long-term discount after paying the deposit?
Compared with the discount level, the term "long-term discount" is more tempting for consumers.
"Our original product prices will not change easily, but new products of the same material produced in the second half of the year will be more expensive than this batch. If you pay a part of the deposit now, we will give you the lowest price when you take the goods. If the discount is low, we will give you the discount at that time. If the price at the time of taking the goods is higher than it is now, we will give you the current price. "According to the manager of a leather sofa store, many of them can only get the new house key in the second half of the year. Of consumers have now paid a deposit.
In addition, compared with the method of choosing furniture to pay a deposit, an old solid wood furniture brand is more heroic, consumers do not even need to decide on the type of furniture to buy on the spot, just give them a budget, and then pay 30% of the budget amount as a deposit, that is You can enjoy the current preferential prices of all the products in its store within one year.
Industry response
70% of furniture brands have not raised prices this year
In recent years, labor costs and prices of raw materials such as wood and leather have continued to rise. But the trend of furniture prices this year is quite subtle.
The most obvious phenomenon is that the vast majority of furniture in the past years will increase prices after the Spring Festival, and until this year, there are still 70% of furniture brands have not adjusted prices.
The manager of a well-known brand marketing department in Beijing said that the current property market has begun to heat up. Even if this state can continue, as the home furnishing market of its downstream industry, it will be at least one year before it recovers, and the competition will be fierce this year.
"Therefore, manufacturers do not want to dare to easily raise prices." The manager said that most of the houses delivered in the second half of the year are policy housing. For this group of people in need, once they lose their price advantage, they will inevitably hit people's enthusiasm for consumption. At least these six months will not be easy. He introduced that from June to now, they have only made more than a dozen orders in several major stores in Beijing, excluding rent, utilities, and labor costs, and almost no profit.
prompt
Don't listen to "Flick" when buying furniture
When buying furniture, consumers should avoid listening to the salesperson. If there is a price increase for a piece of furniture, it must be issued with a price adjustment notice. In addition, you can sign a price contract with the seller to avoid being fooled by the "price increase theory".
Mr. Dong, the manager of the home store, revealed that if the salesperson could not provide the price adjustment notice, and he was ambiguous about the specific time and range of price adjustment, it was mostly the act of suppressing the order to fill the performance.
As for whether the promotional discount for furniture in the second half of the year will be smaller than during the Dragon Boat Festival, Mr. Dong said that according to the situation in previous years, it will not be so. Moreover, this year's market environment is not good, and there is no reason for manufacturers to take advantage of the peak season.
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