Editor's Note: Last week, Mr. Dong asked how can I buy cheap and quality-assured furniture? Mr. Dong said that he does not insist on brand consumption. The furniture with simple style, excellent quality, environmental protection and affordable price is his own good heart. I heard that many stores selling "factory direct sales" have been very popular recently, but Mr. Dong is not sure whether he can really buy cheap and reassuring products.
The price of direct selling store furniture products is very attractive and the brand is very strange.
Bedroom panel furniture 5 sets of about 3,000 yuan to get, study board type L-shaped workbench + double-opening bookcases can be bought below 2000 yuan, large corner fabric sofa 3,000 yuan or so, all kinds of mattresses within 1000 yuan to buy Qi... ... With Mr. Dong’s question, the author visited the direct sales plaza on the 2nd floor of Ouhua Shangmeilai Guangying Store and the Longfeng House in Shilihe River last weekend, and found that the price of furniture in these stores featuring “factory direct sales†is indeed Attractive.
However, it is quite controversial in the industry whether the price of furniture in direct-sales stores is really cheap. The industry believes that the cheap furniture in the direct selling stores is mostly from the "no name", because it does not appear in other channels, so the price is difficult to distinguish; and in other mainstream channels, there are also booth brands, the price in the direct sales square can not be violated The brand's consistent price system, therefore, if there are brands in other stores, the price in the direct sales market may not be cheap. The usual method of direct selling stores is to absorb more “unmatchable†strange brands.
Furniture software accessories are all available in the direct sales of the product.
For a comprehensive home store with a "direct sales" name, the affordable price is important, but the first thing that appeals to consumers before the price is whether it has a wide range of products and a stop-and-go product. Mr. Dong said that although he plans to buy a small amount of furniture, he still hopes that everything can be done in one place, saving the time and energy of running around.
One emphasizes the price/performance ratio. One advocates that brand consumption is unknown and the brand name product is different.
A person in the furniture circle who asked not to be named told the author that the difference between the direct selling store and the traditional store is: grade and price. Traditional stores advocate "brand consumption", the higher the popularity, the better the first-line brand is, the more popular, and many people who consume in traditional stores do not care about spending more money for the "brand effect"; but the direct selling market advocates "high cost performance." "The brand name is not important, it is not important. Whether you can buy affordable and quality products is the most important." These two completely different consumer claims have invisibly differentiated the two stores in terms of grade and price. Therefore, as long as the direct sales store can guarantee the quality of the “unnamed brand†that has been settled in it, the environmental protection is up to standard, it is not without buyability. .
"Direct sales" also has a lot to see if it reduces the intermediate links and additional costs.
Solid wood dining table and chair set of 7 set 8494 yuan, three-person fabric sofa 4390 yuan, double fabric bed 1850 yuan, outdoor lounge chair 480 yuan, double-layer movable dining car 388 yuan... Compared with similar products in the first-line brand in the market, the author The price of furniture seen in direct-sale stores is quite attractive. The main reason for the direct sales of furniture is that manufacturers can directly face consumers, omitting the dealer link; secondly, the brand awareness is low, and the additional cost of products is naturally low.
However, some insiders pointed out that not all furniture under the banner of "direct sales" is cheap. At present, many businesses use this concept to self-promote, in an attempt to make up for it. Therefore, consumers should still ask if they have reduced intermediate links and additional costs before purchasing. If you can't judge the background of the business, you may take a photo to record the material specifications and go to the market to compare the price. Usually, the price of direct sales of similar products and traditional stores can be about 30%.
In this regard, industry insiders bluntly, compared with the traditional dealer system, whether the direct sales model can be recognized by the market and merchants is still unknown. Therefore, it is not a good time to choose to establish a new model when the market demand is not high. It is understandable that there are problems.
“Value for money†above home consumption should add culture and fashion
Will direct sales really impact brand products? People in the industry don't think so, because there are quite a few consumer groups that value the quality of their home products and their cultural connotations. At the same time, the group that buys furniture at the brand store does not only value the price, they need a first-class shopping environment and thoughtful service. Wang Wei, general manager of Hongxing Meikailong Jinghu and Southwest China, said that traditional stores have developed for so many years, and they need to change in the face of the differentiation and refinement of people's needs. The traditional method of opening a store is simple copying and simple selling. Nowadays, people need characteristics and individuality. Whether the store can open its own style for each region is crucial to maintaining a lasting appeal.
"Direct sales" or "factory store" also need to be further formalized
The two characteristics of "direct sales" and "parity" have always made the factory direct sales model have a place in the hearts of consumers, but the direct selling furniture stores in the market are often consumed due to small scale, few categories, insecure quality and unreasonable after-sales issues. They are classified as "chicken ribs". Many people think of scattered stores: low-priced small pieces of furniture can be bought, but large items with high total prices are best not to be consumed here. Nowadays, there are mature stores leading the introduction of a large number of factory direct sales furniture, and in the face of these furniture brands that we are not familiar with, how can we buy them with confidence? Mr. Yang Muzhen, Marketing Director of Ouhua Shangmei Business Unit, bluntly said that before choosing a direct selling factory, the store will do a lot of preliminary work. In addition to the inspection of the furniture factory, the product will be tested on quality and environmental protection. Although it is a factory direct sales, but consumers do not have to have problems, can not find the manufacturers to worry about, because these products once sold into the store are sold, distribution, repair and after-sales issues are all responsible for the store, will not let buy The family suffers.
Direct selling products are still more risky brand channels
Speaking of the advantage of the direct sales model in price, most people in the industry said that if the same brand must have a unified price system in the same city, the price of sales through distributors and the direct sales by manufacturers must be different. This difference is about 20%-30%. In this regard, Zheng Tongtao, general manager of Yifeng Furniture Software Division also put forward his own views. He said that it is necessary to have reference materials to judge whether furniture prices are really cheap. However, most of the direct-selling furniture brands that enter Beijing now have only one store or one booth. The price is incomparable. If consumers are compared with similar products in the market for price comparison, and it is a "technical job", not everyone can figure out the highs and lows. It can be seen that the furniture direct sales model still has some purchase risks for consumers. And with the direct sales of different brands of brand products, they have accumulated years of design capabilities and service capabilities can still make consumers trust, stationed in the stalls of the store is still the first choice.
Don't let "direct sales" become a gimmick
For the furniture consumer market, this year is a bit special. First, the "Da Vinci furniture incident" led to the fog of the imported home market. Later, the well-known domestic soft furniture brand Sui Bao boarded the environmentally unsatisfactory black list, which made consumers' trust in brand furniture decline. The occurrence of these two things seems to remind consumers from the side, "brand" is not synonymous with "product quality and environmental protection", the calm and rationality in the consumption process is very important, and we should gradually move from blind consumer brands The transformation of rational consumer products. In the process of this consumer consciousness transformation, direct selling furniture featuring “high cost performance†bears the brunt, hoping to take the opportunity to occupy a place in the market.
According to the author's understanding, at present, most direct-selling furniture brands, in addition to producing their own products, also do OEM work for some domestic home brands, but most of this information is not open to the public. As for the price, if it is a brand that is also in other stores, in order to ensure the stability of the market price system, the selling price is usually almost the same. However, if compared with the same type, the same quality, the same style of furniture in the Beijing market, the price is at least 30% lower. It is good to let consumers buy good products with "low price", but I also hope that these merchants or stores featuring "direct sales" can keep the current pricing system and reasonable profit margins, do not sit on the price, and rise. .
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