Extended service is an effective strategy for the furniture exchange industry to occupy the market

In fact, domestic companies are also constantly trying to exchange furniture or directly recycle them by manufacturers. In October 2008, the well-known furniture company Yuexing Group announced the injection of 180 million yuan for a three-month furniture exchange activity.

The group established the "Home Space Upgrade and Replacement Center" at Yuexing Home Central Store in Shanghai to provide consumers with professional assessment, professional recycling, and professional replacement services.

A responsible person in charge of sales at Shanghai Yuexing told reporters that after purchasing a new furniture, the citizens who want to buy it only need to go to Yuexing Home to fill out a furniture trade-in registration form, and then Yuexing will send someone to come to the service to evaluate and recycle. Finally, Yuexing pays consumers a cash voucher equivalent to five times the evaluation price.

For the treatment of the recovered old furniture, Yuexing Group uses the subordinate furniture manufacturing plant to send the reused old furniture to the factory workshop. After careful processing such as grinding and polishing, it is donated to the minimum living allowance and child welfare. Families and units in need, such as nursing homes, nursing homes, and disabled families.

Mr. Dong, who had participated in the redemption, told reporters that the redemption solved many of his troubles. His family has a dining table, a set of sofas, plus several furniture with good styles and styles. A total of 17,000 yuan of furniture cash coupons were converted, and then some additional money was added to buy new furniture.

In Tianjin, some furniture manufacturers have also begun to play the "trade-in" brand. Although many consumers have doubts about this approach, they are still welcomed by many consumers.

In fact, "trade-in" is not new to most consumers. Among them, the most popular ones are household appliances such as TVs and refrigerators. However, unlike home appliances, many furniture trade-ins do not form a long-term way, basically based on short-term promotional activities.

Li Yuan, general manager of Bobo Furniture, told the reporter of "China Sankei Shimbun" that as a processing industry, it is really useless to recycle used furniture. Some companies are reluctant to recycle for the sake of brand influence, but for many businesses, they can only use short-term activities to build momentum, and long-term recycling of these old furniture is useless. In addition, if a certain brand manufacturer is committed to the recycling of its own brand furniture for a long time, it may make consumers feel that the furniture they bought was refurbished from old furniture.

Some people in the industry told reporters that in foreign countries, it is generally through bartering. Old furniture, electrical appliances and other household items have been reused. At present, there is no more systematic furniture recycling agency in the domestic market. Mainstream furniture brands It is also impossible to involve the recycling field for various reasons. Some second-hand furniture markets are just self-issued behaviors. When more people buy and sell in a region, they become spontaneous second-hand markets, which are less standardized and sustainable.

Zhao Lian, a senior brand marketing expert in China's furniture industry and a chief consultant of Debang brand promotion, said in an interview with a reporter from China Sankei News that for many consumers, "swapping the old for new" will not only benefit consumers but also benefit them Merchant promotion. In the short term, there may be consumers who are concerned about the secondary processing of their products. But in the long run, manufacturers are a good marketing strategy for their own brands to directly repurchase or "trade-in".

"Furniture manufacturers with strategic development plans should soberly see this market gap. In the future, not only should they do after-sales service, but also extend to brand furniture recycling and redemption services. The development of this business will have the brand to occupy the market. It's a big lead. "Zhao Lian said.

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