Nowadays, domestic consumer shopping malls buy goods regardless of discount or full price, basically all are unified pricing, it is difficult to have the opportunity to bargain, but the exception is to buy furniture. In this regard, Zheng Zheng, an analyst at Orient Securities, said bluntly: "The pricing is extremely opaque, the information is extremely asymmetrical, and furniture is a very special commodity."
The lack of uniform standards in the furniture industry can be realized
Mr. Zhou, who has been in the furniture industry for 20 years, revealed that the cost of renting furniture, manpower and logistics is usually 25% to 28% of the price of furniture products. The average customer has the habit of bargaining and asking for discounts. Now, if you don't promote, don't engage in activities, it's hard to let consumers pay for it. When the market is not good, after some tug-of-war, the transaction price can be about 50% of the price."
Mark a real price, the buyer thinks the value is placed, and thinks it is worthless to leave. This is a very simple matter, but in the furniture industry, whether it is possible to increase the discount, but to consider the ability of consumers to bargain. The opacity of pricing has become a hidden rule in the home industry.
In the domestic furniture industry, the lack of clear price has long been criticized. Mr. Zhou said that the furniture industry lacks uniform industry standards and lacks an effective price certification system and system management system. "The products vary greatly, seemingly the same thing, some are solid wood, some are synthetic wood, some are leather and some are imitation leather, and so on."
In this regard, Xu Jinghong, vice president of the Chamber of Commerce and Industry of the National Federation of Industry and Commerce, said: "There is no famous brand in the world. There is no discount on the price of a century-old store. The key is that manufacturers must have brand awareness and appeal to the furniture industry to sell at a price. Establish a price integrity system that is pedantic."
From the current point of view, the problem of clear price even affects the implementation of relevant policies, which is an inevitable prelude to the furniture trade-in policy, but it can not be implemented in the short term. According to industry analysts, the clear price is conducive to avoiding some merchants using the high and high price to take government subsidies. Only by realizing the clear price can we clear the obstacles for policy implementation and effectively protect consumer rights. Otherwise, there is no real meaning in replacing the old ones. Merchants can still operate in a black box.
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