Trade-in is no stranger to most consumers, and the most popular ones are home appliances such as TVs and refrigerators. According to data from the Ministry of Commerce, as of February 20, 9 pilot provinces in Beijing, Tianjin, Shanghai, Jiangsu and other households replaced 7.71 million old home appliances and 6.262 million new home appliances, with sales of 26.28 billion yuan. Recently, the furniture market has also set off a trend of trade-in, Jinsheng home, good decoration home, energy gas appliances, Anxin flooring and other enterprises have launched old-for-new services, but unlike home appliances, many furniture trade-in has not formed a long-term way. .
The trend of trade-in is slowly spreading in the furniture industry. How do you view it as a company?
Establishing an industry model image service upgrade is well received
For a long time, the energy rate has been used to replace the old security to eliminate social security risks.
The government has called for the old-fashioned subsidies for home appliances, although there are no stoves, hoods, gas water heaters, but companies can act on their own. He said that for this year's 3.15, the rate of energy is no longer replaced by old ones, but upgraded. For example, he said that in the Chinese market, there are both flue-type products and strong exhausting products. The gas water heaters currently used often appear to be hot and cold, and the concept of upgrading should solve this problem. . The trade-in action introduced in the industry has been praised by consumers as a kind of intimate service measure, and it has set a model role for how to improve service quality in the same industry.
Responding to environmental protection policies, replacing old ones with new ones
Recycling old furniture products, on the one hand, allows consumers to get benefits, on the other hand, it is also conducive to business promotion, and now many companies are actively responding to environmental protection policies, but also reserved space for the recovery of furniture products.
Some time ago, the well-known home furnishing company Yuexing Group announced that it had injected 180 million yuan for a three-month furniture purchase. In the "trade-in" campaign, after the public sees the new furniture, they only need to fill in a furniture renewal registration form at Yuexing Home, and then the Yuexing staff will come to the door to service, value the recovery, and finally the monthly payment to the consumer is equivalent to the evaluation. The furniture cash coupon with a price of 5 times can not only save a lot of cumbersome procedures in the process of handling old furniture, but also make old furniture create value again, which is consistent with the environmental protection policy vigorously promoted by the state.
After the Copenhagen conference, Anxin Flooring is also actively carrying out the “Old Floor Newborn†carbon reduction public welfare activities. According to the relevant person in charge, they hope to recycle and recycle the old floor to make it on the wooden floor and baseboard. The field of product processing such as laminate flooring and recycled paper continues to be effective, reducing the consumption of logs and protecting the global environment.
According to Shao Yong, the store manager of Jinsheng International Home Yindu Store, the products that will be launched in 3.15 are introduced. The recycled furniture will be operated according to the actual situation. If it can be reused, it will be given to some factories. Others that can no longer be used, such as skin recycling, can no longer be skinned, can be polished into a slurry, cooled, turned into recycled leather, and made a recycled leather sofa. For other good quality, the mall will invite people to re-maintain it and donate it to poor households or disaster areas, so that these furniture can re-display new vitality and extend its service life.
Marketing means more furniture recycling or become a new favorite?
In the increasingly fierce market competition, the marketing means between enterprises has become an important part. There is a good competition in competition. Last year's marketing methods of many companies made people open their eyes and created from Qumei. The new mode of furniture online sales "Mouse + Cement", the 100,000-strong prize of the All-Friends Furniture Collection LOGO, Red Apple and the six brands of the domestic home furnishing industry "cross-border marketing" and then to Asia to buy tiles for free tour Italy, Red Star Macalline charter Group purchases, etc., corporate alliances, e-commerce, charter group purchases, president signings and other words became the marketing keyword of home business last year. Under the background of the World Expo this year and the low-carbon environmental protection policy advocated by the government, the innovation of marketing methods of enterprises will continue to be renewed. On the one hand, furniture trade-in will promote corporate promotion activities, and on the other hand, consumers will receive benefits and social responsibility in enterprises. It is also good to have an image. In view of this, the old-fashioned replacement of the furniture market may become another pattern of corporate marketing this year.
Then, what is the market space for furniture trade-in, what problems will be encountered in the development, the reporter visited the relevant departments to explore this issue.
Can the recycling behavior continue where the old furniture flows?
The reporter learned from the relevant departments that the old furniture recovered by these enterprises eventually flowed into two channels. First, they were re-entered into the second-hand market or secondary cities and other circulation channels after being refurbished. Second, they were processed and reused by the informal small factories. "New furniture" that does not change the soup. Although the trade-in can promote the sales of the merchants, but the products returned are not to find their own final habitat, or to switch to a new market channel. Furniture brands as non-processing industries, recycling old furniture is really useless. Some companies are even more difficult to recycle in order to make a brand impact, but for many businesses, they can only use short-term activities to create momentum. It is useless to recycle these old furniture for a long time. In addition, if a brand manufacturer has long been committed to the recycling of its own brand furniture, it may cause consumers to feel that the furniture they purchased is refurbished from old furniture.
Cost and price are hard to estimate
According to industry analysts, there is still a certain predicament in furniture recycling. Due to the high technical content, the cost of recycling, decomposing and reusing old furniture is much higher than the cost of direct production with raw materials, which is difficult to operate. In addition, the recycled furniture has low utilization value, and the mainstream brands on the market currently have their own special products. These products have different materials and colors, and even if they are recycled and decomposed, the brands cannot enter the production line. In addition, because manufacturers and consumers have different perceptions of the old and new and the value of use, the recycling price is difficult to unify.
Consumers’ doubts about the formation of multi-system recycling agencies
The reporter interviewed Cao Rongchang, vice president of the Shanghai Interior Decoration Industry Association, on this issue. He believes that the discount on furniture itself is relatively large. Therefore, many businesses may only do things with the signs of “recycling furniture†and “public welfare activitiesâ€. If these furniture are indeed recycled, as a raw material, it is purely social welfare. An ongoing activity must have vitality, and it is impossible to last long without marketing as a backing. "However, we must appreciate and support such measures. Because there will definitely be imperfections in the beginning, don't be too skeptical and repellent." At present, there is no systematic recycling mechanism and game rules in China. On the one hand, old furniture. Unlike old appliances, after recycling old appliances, parts such as picture tubes and casings that are not completely scrapped can be reused, but old furniture is almost non-renewable. At present, many domestic furniture manufacturers are workshop-style production, taking low-end sales, taking the more popular panel furniture as an example. Even after recycling, the wood can no longer be used, and there is no profit. On the other hand, consumers are skeptical about the company, so the atmosphere of the market can not be formed.
According to him, the space for the reuse of waste materials for building materials and furniture is very large. Taking wooden building materials as an example, waste wood products can be processed to form wooden floors, laminate flooring, recycled paper, etc., and finely divided wood can be processed into finger joint boards, plywood, etc., effectively reducing the use of new wood. Other waste materials after renovation can be processed into recycled bricks, recycled cement and recycled aggregates. “As long as the system recycling mechanism is formed in the future, normative and sustainable will be formed.â€
For more information, please stay tuned to http:// Xianghe Furniture City official website
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