"Golden September and Silver 10" help "trade-in"
The 10% subsidy for the personal purchase of old furniture in Beijing, which lasted half a year and will last until the end of the year, has officially started since July, and has now passed halfway. The reporter learned from the Municipal Commerce Commission that in July, 11 furniture sales companies sold "old-for-new" worth 130 million yuan, accounting for 26% of the total sales of cabinets, sofas, beds, tables and chairs; in August, this One data is 160 million yuan, accounting for 27% of the total sales of four types of furniture; in September, "old-for-new" furniture sales of 184 million yuan, accounting for 32% of the total sales of similar furniture. In the first three months, the sales amount of “old-for-new†increased month by month.
In September, 32 furniture sales companies sold 31,847 pieces of furniture through “trade-inâ€, accounting for 40% of the total sales through “trade-in†since the launch of this year's event.
According to statistics, only 7 days of National Day Golden Week, the sales of “old-for-new†from 11 furniture sales companies exceeded the monthly amount of the previous three months, reaching 185 million yuan, accounting for the total sales of similar furniture. 32%. The total sales of Class 4 furniture also increased by 9.3% year-on-year.
According to the relevant data, the relevant person in charge of the Municipal Commercial Committee said that according to the existing data, the first half of the “old-for-new†was basically in line with expectations, the activity was good, the policy was running smoothly, and the environmental protection process of the old furniture in the city was effectively promoted.
"Now the old-for-new" can sell more than 350 orders a day, which is a big amount, especially during the period of September and November." Yin Bo, general manager of Lanjingli Home Furnishing Plaza, told reporters that the furniture will be implemented in the second half of this year. Since the “old-for-new†subsidy of 10%, the sales of Lan Jingli’s furniture have increased by about 10% year-on-year. According to Wang Ningning, deputy manager of the operation and management department of the Real Estate Group, the total sales of the stores in Beijing from July to September increased by 8% compared with the same period of last year. According to industry analysts, this does not rule out the growth of benefits from other promotions in the store.
Also growing is the new member of “trade-inâ€. Zhu Yongli, general manager of Tongzhou District Powerful Home Plaza, told reporters that since the furniture was "trade-in" in July, by the end of September, there have been more than 2 million yuan of "old-for-new" sales, cabinets, sofas, beds, tables and chairs. Furniture sales rose 10% compared to the same period last year.
Actually, the family continues to lead the "trade-in"
It is understood that the actual home in July "old-for-new" sales of 12,000 pieces of furniture, 14,000 in August, 16,200 in September. From the data point of view, following the "new-for-new" pilot of the City Commercial Committee's furniture in November last year, after more than 50% of the "new" parts, this year's activities ended halfway. Actually, Beijing's six stores once again took 42200 pieces. The number of “new†items in the 50% accounted for the top of the 11 furniture sales companies participating in the event in Beijing.
A major feature of the “new-for-new†furniture developed by the government is the high proportion of participation in activities. Take the actual home as an example. More than 30% of the homes that are sold monthly from July to September participated in this “trade-in†activity. In the past, when the company started “trade-inâ€, the average data was less than 20%. The industry analysts believe that the first is the high amount of subsidies, the government and the store each subsidize 5%; the second is the high degree of social recognition, the credibility of policy activities and the implementation.
Sound
In the interview, “Shunâ€, “Simple†and “Convenient†are the first reactions of “home-for-new†to some home stores such as the Real Home and Lan Jingli. This year, the furniture “old-for-new†organized by the Beijing Municipal Commission of Commerce will pay for the old-fashioned new subsidy activities for some home furnishing stores that have long used “trade-in†as a normalized service measure or promotion means. In the case of some first-time furniture “trade-in†stores, after the practice of “run-in†in the past three months, many manufacturers and merchants have gradually accepted and adapted to this activity, and both the stores and merchants have tasted this policy. Sweet head.
Old member: Carrying out the "old-for-new"
Wang Ningning told reporters that the home has always been to provide the amount of subsidies for furniture "old-for-new" as a service measure for consumers. Since it was first launched in September last year, after the pilot project organized by the government in November last year, the home of the family continued to do its own “old-for-new†after the completion of the pilot. Until the second half of this year, the government officially promoted the “old-for-new†furniture. Intermittent.
There are similar experiences in the home of the home, such as Lan Jingli, Jimei and other Beijing home stores. It is understood that these stores will continue to carry out this activity after the end of the 2013 Beijing Furniture “trade-in†campaign organized by the government on December 31 this year, except that after 5% of the government subsidy, the store will organize the on-site merchants. Share 5% of the subsidy.
New member: Branding by "trade-in"
“We attach great importance to the brand recognition and social recognition brought by the participation of the “Commercial Trade-in†of the City Commercial Committee.†Zhu Yongli, the general manager of the Powerful Home Plaza, said that in addition to being a convenience promotion, he participated in the event. The propaganda role of the store is also very obvious. Zhu Yongli believes that the ability to win the bid to participate in the event indicates that the company has certain rigid conditions. With the deepening of the activities, the store is leading the market to comprehensive promotion in the process of standardizing the process and strengthening services, such as unified cashier and issuing. Invoice, clear price.
Result
Clear price, set the recycling link, and smooth
At the beginning of the "old-for-new" furniture, consumers worried that the furniture companies participating in the event would raise prices first, so the 10% subsidy is actually equal to no. In this regard, industry insiders analyzed that this situation is actually unlikely to happen. First, some big brands and large manufacturers have already implemented the clear price in the country, which has played a role in self-monitoring. Second, the government has to prevent businesses. Swindle compensation, strict price monitoring during the policy development period and before and after the implementation.
In addition to some furniture manufacturers, "it is too troublesome." In the interview, the reporter learned that after three months of operation, most of the furniture manufacturers who have participated in the "old-for-new" have accepted and adapted to the recycling process. "We feel that it is more convenient now. We can pull the old furniture that we have taken away to a few recycling points. We don't have to pull back the warehouse designated by the store," said a person in charge of a furniture manufacturer.
Pretest
November turned lighter and rebounded in December
In the previous market visits, many consumers told reporters that they only had to look at it first, because they were not eager to "shoot" because they were abundant for half a year. Therefore, the person in charge of the store is optimistic that although the "Golden September and Silver 10" has passed, but as the event comes to an end, there will still be spare power in the next three months. "The sales in December may be the sum of the previous three months."
National Day Golden Week has always been the peak season for the home market. The sales of each store are also concentrated in September and October, and the sales in November are weak. According to experience, Wang Ningning expects that the sales volume in the second half of October and November will be lower than before. However, the sales in December, which is the end of the furniture trade-in, will definitely be higher than the same period last year. When people think that the 10% subsidy is almost gone, they will definitely seize the last opportunity. Just like when we usually engage in promotional activities, they are the most people on the last day."
In the interview, some insiders predicted that the “old-for-new†in the next three months would not be too strong.
The staff of the relevant departments of the Municipal Commerce Commission said that according to the market conditions, after the September and National Day holidays, household consumption entered the off-season, so the growth rate of furniture “old-for-new†is expected to decrease in the next three months, but its role in driving furniture consumption remains. Exist, according to the experience of the pilot in November last year, "there will be good later."
At the same time, the Municipal Commerce Commission is also waiting for the market to test the activities. The overall data after the end of this year's activities will be used as a reference for the implementation of relevant industry policies in the future. When asked if the Municipal Commerce Commission would not organize the promotion of this activity next year, the staff of the Municipal Commercial Committee said that "it is still not fixed now, and it depends on the effect and other factors."
Consultation
Unimpeded access to information channels to help consumers participate in activities
In order to allow more consumers to participate in the “trade-in†activities of furniture and truly gain benefits, the Municipal Commerce Commission has opened a “2013 Furniture Trade-in†column on the official website of the Beijing Municipal Commission of Commerce for the public to understand the details of policies and activities. If the consumer needs advice, the “Sellers List†in the website column lists all the contact information of participating companies. In addition, the Municipal Commerce Commission also announced the relevant government departments' complaints and complaints in the “Policy Q&Aâ€. “There are any individualized questions that everyone can ask,†said the Municipal Commercial Committee staff.
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