Red Star Macalline supports the government to promote trade-in to activate the furniture industry decision

In the spring of 2012, the biggest positive news for the furniture industry was that the furniture trade-in was included in the government's pilot action plan. Although the relevant implementation details of the furniture trade-in policy have not yet been released, the huge market demand behind it has given a stimulant to the furniture industry that is not optimistic under the real estate regulation situation. a piece of cake. Wang Wei, general manager of Red Star Macalline Beijing, Shanghai and Southwest Region said that Red Star Macalline has accumulated a lot of effective experience due to the successful implementation of the "non-changeable billion yuan home upgrade plan" last year. Once the government policy is introduced, it will be closely Follow up, provide consumers with the best service at the first time, "It is our responsibility to respond to the government's call, support the government's decision-making, and implement the furniture" for the old "to implement it. I hope that more companies will actively take action to make this Policies can bring new vitality to the furniture industry. "

The government will launch furniture "trade-in"

If it is said that furniture used to be used in the past, or that enterprises are trying to find their own way, then in 2012, this measure, which is enough to spur huge household consumption, will be implemented under the guidance of the government and bring unlimited business opportunities to the furniture industry. .

At the beginning of February this year, at a work meeting of the Beijing Municipal Commission of Commerce, a news came out quietly: Beijing will experiment with furniture "exchanging old for new" this year. According to multiple sources, the commercial department will cooperate with the housing policy to organize joint promotion of household appliances, home furnishing and home improvement in three housing-related industries. The relevant person in charge of the Beijing Municipal Commission of Commerce has more clearly stated that it will unite leading enterprises in multiple industries and formats to cooperate with the housing security policy, expand the consumption of housing-related commodities, and provide consumers with overall solutions. Beijing ’s deputy mayor Cheng even pointed out publicly that the city ’s commercial work must be done on the three words “extension”, “change”, and “union,” including extending business hours, piloting the trade-in of furniture for new ones, and multi-business cooperation to promote consumption.

The furniture trade-in for the old is encouraging for the furniture industry. A heart-pounding number is enough to make every furniture practitioner envious: in the two and a half years of implementing the “trade-in for old appliances” implementation of household appliances, the direct consumption demand has surpassed 300 billion yuan. The information disclosed by the government shows that the furniture trade-in will be implemented with reference to the appliance trade-in, and the government will provide special subsidies. According to a rough estimate, Beijing's "trade-in" consumption potential is not less than 3 billion yuan. Although this policy is still in the stage of recommendation and discussion, its policy concept and operation design have aroused great expectations in the industry and the market. Whether the trade-in of the furniture industry will be implemented this year has become the eager idea of ​​many businesses and consumers.

Expert entrepreneurs are optimistic about "trade-in"

Furniture "trade-in" will have a great stimulating effect on the household consumption demand which is now in a downturn. Industry experts and companies are also optimistic about this, believing that if the "trade-in" policy can be effectively extended to the furniture industry, it will inevitably drive strong consumer demand and also bring opportunities for the transformation and upgrading of the furniture industry.

Zhu Changling, chairman of the China Furniture Association, said that the government's promotion of furniture "for the old" is a good vision and an opportunity for the home furnishing industry to develop itself. "In the final analysis, this policy is for consumers to enjoy the benefits, so that businesses have more business to do."

Wang Wei, general manager of Red Star Macalline, Beijing, Shanghai, and Southwest China, expressed his firm support for the government's "furniture for furniture": "With the support of the government, promoting the replacement of old furniture will bring new vitality to the enterprise and also give Consumers send benefits, we will actively support and actively participate. "

Wen Shiquan, chairman of Yifeng Furniture, also believes that furniture "swapping old for new" will inject stimulants into the home furnishing industry in 2012. "Under the situation of continued property regulation, the amount of new house decoration has decreased, and furniture consumption has also decreased accordingly, but the 'old-for-new' is a big piece of cake. If companies have the opportunity to enter the government's subsidy list, they will definitely cherish this opportunity and put the price down Set reasonably, make the best service, and let consumers get the most benefits. "

Red Star Macalline will follow up on government decisions

Before the government began to study furniture "trade-in", as the leader of China's home furnishing industry, Red Star Macalline has successfully made beneficial attempts.

On March 13, 2011, Red Star Macalline took the lead in launching the "Must Change? Red Star Macalline 100 Million Home Upgrade Program" in Beijing, Shanghai and Chongqing. A total of 400 professional service personnel from 100 service teams spent more than half a year. Here, providing professional services to the homes of tens of thousands of consumers, the amount of subsidies exceeds 100 million yuan. Wang Wei believes that this is the innovation of Red Star Macalline's "trade-in" for furniture. "In order to meet people's urgent need to improve the home environment, we provide consumers with subsidy vouchers to help consumers buy new furniture. Consumers can use the subsidy vouchers to purchase new furniture at the Red Star Macalline store. Cash to effectively improve the living environment and improve the quality of life. "

Unlike home appliances that “replace old products with new ones”, the service team of Red Star Macalline will only make reasonable suggestions for consumers. Furniture that cannot be used any longer will only be used as a reminder. It is not mandatory to take back. Consumers will respect themselves for how to deal with old furniture. s Choice. It is this humanized measure that has been enthusiastically pursued by customers in Beijing, Shanghai and Chongqing, triggering a buying spree. Wang Wei said that Red Star Macalline has accumulated enough experience in the "trade-in" of furniture, and also found many difficulties, such as difficult valuation, recycling, management, etc., if the government introduced a "trade-in" government , Red Star Macalline will respond positively.

According to reports, if the furniture trade-in policy cannot be introduced before May 1st, Red Star Macalline will implement an upgraded version of the trade-in policy on the basis of the "non-exchangeable" plan-"new trade-in". In addition to subsidizing consumers, it will also provide professional guidance on the disposal of old furniture, telling consumers whether the old furniture still has collection and use value.

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