Manufacturers want to compete in the market share of the sales season, furniture jumping prices caused doubt

The “Eleventh” Golden Week is the peak period for consumers to purchase furniture during the year. Many furniture brands have launched promotional measures in order to compete for market share. However, the price of some brand-name furniture or imported furniture is too low, and it is inevitable that Consumers are puzzled. The reporter visited the mysterious machine behind the low price of famous brand furniture and imported furniture. Questioning the furniture of all the rooms in one house can only cost 10,000 yuan. Recently, the famous warehouse furniture store in Juqa combined with all the cooperative manufacturers, according to the needs of the owners of Xisanqi Qisheng Home, launched according to the mainstream type 1:1 The model room of the size production, according to the designed model room, with a full set of furniture, a set of 90 square meters of two rooms and two halls, matching the living room, bedroom, dining room, study furniture, as long as 9999 yuan, and the furniture provided includes Fu Island, Yuting, Yaobang, Federation, Sanye, Andakent, Desheng Branca, Powerful, Half-Day, Yililan and other well-known domestic brands. Consumer torture: 90 square meters of new homes, if other stores need to spend 50,000 yuan to buy a full set of furniture, in the residence of less than 10,000 yuan to buy all. How can brand-name furniture have such a discount? Response: Direct operation, simple installation, and warehousing are the unique business models in which the treasury reduces operating costs. As the furniture store in China's first warehouse model, the mode of residence and direct cooperation between the factory and the factory has avoided the dealer's link and avoided the profit of the dealer. The treasury opened the store outside the southwestern fourth ring with low land rent, and the operating cost was very low, saving the furniture company a high amount of site rent. The exhibition hall of the residence hall is made up by transforming the warehouse, and the simple decoration is adopted, and the furniture enterprise does not have the burden of fine decoration. Through these business models, the high cost is avoided, and the furniture is sold at a price close to the ex-factory price. Question 2 Why is the price of imported furniture falling by 68%? Event: During the holiday, many consumers learned that the ultra-comfortable international homes had a 68% drop in direct sales, and then went to the flagship store to buy American-style furniture. Some imported furniture is 60% off, 30% off, and even some products have a 20% discount. Recently, Super Comfort International has signed an agency contract with Castilian, Mark Roberts and Creative Home, the top American jewelry brands. For the first time, these three major jewelry brands have been introduced to China, and the first high-end jewelry in the capital is in the capital. Jewelry, lamps and decorative cabinets are also available to consumers at low prices, as they have sold for only three to four percent. Consumer torture: High-quality American furniture has an expensive price, especially for "original imports." Is the American furniture that is up to 68% straight down imported? Many domestic brand furniture are more expensive than this. Response: First of all, not to do production, global procurement, large-scale imports is a factor to reduce costs. For example, the annual sales of international companies such as Ashley and Berkline are hundreds of millions and billions of dollars, and their scientific management plus large The scale of procurement and production has become a solid backing for super comfort. Secondly, ultra-comfort is based on the principle of parity operation, only obtaining reasonable profits, and the gross profit is maintained at 20% to 30%. In addition, the national chain and direct mode also let prices down. And the discount on imported jewelry is undergoing cost testing to examine the market's awareness of these imported accessories.


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