Nowadays, packages are becoming more and more common in the home furnishing industry. Whether it is a home improvement company or a whole cabinet, packages are launched, and furniture is no exception. At the beginning of May, Qumei Furniture launched 16800 yuan to buy 21 pieces of furniture. Not only the quantity is considerable but also the price is cheap, which makes many consumers feel excited. Some insiders said that with the emergence of packages, low-end brand furniture will be impacted and the furniture market structure will change.
ã€News background】
More than 10,000 yuan can buy a complete set of furniture
A few years ago, consumers bought furniture one by one. As some furniture brands start to test furniture packages, consumers only need to spend more than 10,000 to tens of thousands of dollars, you can buy dozens of commonly used furniture including beds, sofas, TV cabinets, dining tables, coffee tables, wardrobes, etc. .
As early as May this year, the well-known brand Qumei Furniture launched a furniture package on the 22nd anniversary. It can purchase 19 pieces at 14,299 yuan and 21 pieces at 16,800 yuan. Mr. Qu Mei once said that this customized product is 30% -40% cheaper than other products.
Recently, the reporter found in a home store in Hexi that several well-known furniture brands have launched furniture packages. As long as consumers buy a whole set of furniture, they can enjoy a lower discount than single items. "18 pieces of furniture are only sold for 15420 yuan, and a house of about 100 square meters is basically enough." The sales staff of a certain brand of furniture told reporters that the price of other furniture of the brand is not low. If you buy it normally, it will cost at least 30,000 yuan for a set of about 100 square meters, and you can save about half by choosing a package. The salesperson said that if you don't like the 18-piece furniture package, there are "six-bedroom set" and "four-bedroom set" to choose from. "If you are unsatisfied with which piece of furniture, we can also customize it for you, change other styles, and add a small fee."
In another specialty store, a set of "living room packages" were neatly arranged by the sales staff according to the real house model. A set only needed 9800 yuan, including a set of 3 + 2 sofas, a glass coffee table, a 1.35-meter dining table and four Dining chair. The reporter calculated that the unit price of the sofa and coffee table in the package was close to 9800 yuan.
ã€Reporter Investigation】
The package is cheap but not for everyone
If you spend less than 20,000 yuan, you can buy all the furniture you need at home. Some brands can even buy a full set of furniture as long as 10,000. Compared with the furniture that is generally 10,000 yuan in the market, furniture The allure of the set meal is no small matter. At such a low price, what is the attitude of consumers?
"Some people like it or some people don't, because furniture packages have advantages and disadvantages." Red Apple Furniture also launched furniture packages in the first half of the year. Its sales manager Shao Jun admitted that the price advantage of packages is self-evident. It is at least 30% cheaper to buy a single piece of furniture, but the package restricts the choice of consumers. "Each consumer has a different aesthetic concept. Some consumers only like a few pieces of furniture in the package, so even if the package is cheaper, they will not buy it."
In addition to personal preference, size limitation is also a major problem for furniture packages. The reporter learned in the interview that if consumers are not satisfied with the size or color in the package, they will need additional customization. Once customized, it means more money. "For example, in some packages, the bed is 1.5 meters, and the wardrobe is a four-door wardrobe. And consumers want a 1.8-meter bed and a five-door wardrobe. At this time, consumers can only change the size or endure the pain." Shao Jun According to their understanding, the percentage of consumers who actually purchase a full set of furniture is limited. "
Consumers have doubts about package quality
Faced with low-cost furniture packages, some consumers raised doubts: "Will the price be so low, will quality be sacrificed?" In response, a brand furniture salesperson replied: "Although the package price is cheap, it is not an obsolete product. It ’s not that the quality is not good. â€It is reported that many consumers favor furniture of medium and high-end brands, but due to price reasons, they have to give up. Brand furniture manufacturers have launched furniture packages to meet consumers' demand for "high-quality products that can be purchased for very little money."
"The raw materials and accessories used in our furniture are better than similar products. The reason why we can achieve low prices is because the factory has a standardized production line. All furniture is produced by assembly lines, which can reduce production costs." Qumei Furniture Nanjing Regional head Xia Dong told reporters that after the launch of Qumei's 16,800 yuan purchase of 21 pieces of furniture, some well-known merchants also followed suit to launch similar activities. "Each merchant's products have their own sales positioning, although the styles are different. But the craftsmanship is not bad. Everyone hopes to increase sales through price reduction, it is impossible to affect product quality because of price reduction. "
ã€expert's point】
Will have an impact on low-end brands
Nowadays, packaging and packages have become a general promotion method for merchants. Some insiders said that the emergence of furniture packages will have an impact on some low-end brands.
"For companies affected by the financial crisis, the former is definitely preferred in the face of survival and profit, and only after surviving can we talk about profits." An industry source told reporters that merchants launched preferential packages that can satisfy consumers with the least The demand for money to buy the most suitable products can also promote sales and accelerate the return of funds to ensure the survival and development of enterprises. The industry believes that because the package does not account for a large proportion of the sales of furniture of the same brand, it will not affect its original positioning and sales of main products.
"The emergence of furniture packages is definitely a good thing, and consumers are becoming more and more rational." Shao Jun said that some furniture companies with low brand recognition and positioning in the middle and low end of the market can originally share the same price with middle and high end furniture brands. Soup, the appearance of furniture packages will have a strong impact on such small and medium-sized brands.
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