On November 1st, the Beijing furniture replacement policy, which was followed by many consumers, was finally introduced, and the trial time was one month. During this period, when the consumer purchases four types of furniture in the pilot furniture sales enterprise, the single piece of furniture will receive a subsidy of up to 1,000 yuan. The old-for-new policy has been implemented in the field of home appliances for a long time, which has effectively stimulated domestic demand, become a new economic growth point of the industry, and met the actual needs of consumers for upgrading home appliances, and achieved remarkable results. So, what kind of attitude does the consumer have towards the old-fashioned furniture? Is this policy a benefit or a gimmick for the consumer? What are the difficulties in implementing it? From the beginning of this issue, we have launched a series of reports on “Furniture Replacement: Affordable or Shantou†I hope to have a multi-angle interpretation of this new policy.
10% subsidy for furniture trade-in
On November 1, the Beijing Municipal Commission of Commerce announced the official launch of a one-month trial of furniture trade-in, which was widely concerned by the home industry and consumers. According to the "Beijing City Furniture Replacement Pilot Implementation Measures", from November 1st to 30th, individual consumers purchase four types of new furniture (cabinet, sofa, bed, table and chair) in the pilot furniture sales enterprise, and pay If you send old furniture, you will get a subsidy of 10% of the furniture sales price. The subsidy will be 5% of the government and furniture sales companies. The maximum amount of subsidy for a single piece of furniture does not exceed 1,000 yuan.
Through public bidding, the Beijing Municipal Commission of Commerce has identified five furniture sales companies involved in the old-for-new pilot project, namely: Home, Red Star, Meikailong, Jimei Home, Chengwai Chengjia, and Lanjingli. Beijing consumers can participate in furniture trade-in activities in 16 stores in these 5 companies.
Zhang Bing, deputy director of the Beijing Municipal Commission of Commerce and Services, said that the old-for-new policy does not require any old or old furniture replacement, but the new furniture purchased and the old furniture delivered should be of the same type and equivalent. . At the same time, the purchaser of the new furniture, the delivery of the old furniture, and the applicant for the subsidy should be the same person.
According to the reporter's understanding, during the period of furniture replacement, the deadline for new furniture sales is November 30, 2012. After the pilot is over, a certain period of time will be arranged as a transition period for new furniture, old furniture, and purchasers. . Considering that the production process of furniture products is long, the time for issuing old-for-new certificates and receiving subsidies is extended until January 31 next year, and consumers do not have to worry about receiving subsidies.
Policy trials were coldly encountered in the first week
The Beijing furniture replacement policy has been in place for a week. In the interview with the pilot companies, the reporter found that consumers did not buy this new deal.
In the sofa area on the second floor of Jimei Home Dinghui Temple Store, a salesperson of a sofa franchise store told reporters: "Buy our sofas to participate in trade-in, but we can't enjoy the 10% discount that we currently offer in our store, that is, You can only choose one of the two activities.†After listening to the introduction of the salesperson, Ms. Wang, who is buying a leather sofa, said with disapproval: “Who would like to participate in the old-for-news in this way? A set of sofas is 10,000 yuan. Old-for-new can receive a 10% subsidy, that is, 1,000 yuan, 10% discount for participating in business activities, can also save 1,000 yuan. In this way, the old-for-new trade is not ineffective? And the old-for-new to recycle old furniture, but also to take the subsidy The process, the procedures are particularly complicated, and it is more convenient to directly enjoy the merchant's offers?"
In the interview, the reporter found that some specials and promotional items did not participate in the trade-in activities. "In addition, the furniture replacement requirements must be of the same type. For example, if your old sofa is wooden, you cannot redeem our fabric or leather sofa." The salesperson told reporters.
A customer who is purchasing a wardrobe at the Lanjingli Dazhongsi store said in an interview with this reporter: "I was very pleased to hear that furniture can be replaced with old ones. But today I came to the store and found that I enjoyed this offer. Trouble, too many restrictions, it is also more troublesome to implement. For example, my family wants to redecorate, originally intended to remove the previously made walk-in closet, redeem a new wardrobe. When you ask the store, you will know that the old wardrobe is replaced. Must be mobile, non-movable cabinets, walk-in closets, etc. can not participate in this event."
Most merchants do not know the rules for trade-in
In the interview, the biggest feeling of the reporter is that the service personnel of the merchants and stores are not clear about the implementation rules of the trade-in activities. Some staff at the store desk can only answer questions raised by reporters while turning over the information, and repeatedly said that "it is not very clear." Some sales people said: "I just went to the store and only listened to my colleagues for a few new things. I haven't sent a notice about how to operate the company." Some sales people even told reporters that they need to take invoices for used furniture. In order to participate in the trade-in, this is obviously not enough to understand the old-for-new policy, and it may mislead consumers.
The reporter visited several stores participating in the pilot and found that only a few stores such as the Real Home and Red Star Macalline publicized the rules for the trade-in activities. Most other stores and merchants are not in charge of the promotion of this new policy. They can neither see the flyers nor the professionals to answer the questions of consumers. It is not an easy task for consumers to fully understand the rules of the New Deal. .
In addition, the business does not seem to wait for the trade-in policy, most sales staff will enthusiastically sell discounts in the store to customers, and will not take the initiative to mention trade-in. At the same time, not all the merchants in the store are involved in the trade-in. The staff of a store said in an interview that the merchants are willing to participate in the trade-in. According to the reporter's understanding, there are more than 200 merchants in the Red Star Meikailong North Fifth Ring Store, and only 43 of them are currently participating in the trade-in.
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Red Star Macalline Opens the Trade-in Service Hotline
On November 4th, as one of the five pilot units selected by the Beijing Municipal Commission of Commerce to participate in the trade-for-news, Red Star Macalline announced in Beijing that it will formulate the trade-in process and rules in the first time, and open a special service hotline to guarantee The furniture trade-in work went smoothly. At the same time, Red Star Macalline has completely launched the furniture trade-in service in Beijing Dongsihuan Shopping Mall, West Fourth Ring Shopping Mall, North Fourth Ring Shopping Mall, North Fifth Ring Shopping Mall and Chaoyang Road Shopping Mall.
“We are very pleased to be the first batch of furniture replacement pilots.†Wang Wei, vice president of Red Star Macalline, said, “Furniture trade-in is a government-sponsored project, providing consumers with better services, more favorable prices, and help. Consumers' happy home life has always been the goal pursued by Red Star Macalline, so Red Star Macalline will vigorously promote furniture trade-in."
It is reported that before the Beijing Municipal Commission of Commerce officially launched the furniture trade-in pilot program, as a well-known enterprise in the Chinese home furnishing industry, Red Star Macalline has made a useful attempt. On March 13, 2011, Red Star Macalline took the lead in launching the “Non-replaceable Red Star Meikailong 100 Million Home Furnishing Subsidy Program†in Beijing, Shanghai and Chongqing, with a total subsidy of 100 million yuan for the purchase of new furniture. Consumers are subsidized. In just one month, more than 5,000 consumers from Beijing, Shanghai and Chongqing participated in the event. By the end of 2011, more than 10,000 consumers had received subsidies to purchase new furniture.
It is understood that Red Star Macalline furniture trade-in service hotline will be opened in the near future, consumers have any questions can call to consult, by professional customer service staff to answer. “In order to ensure that the furniture replacement work is implemented, the various departments of Red Star Macalline have determined their responsibilities. For example, the Furniture Department is responsible for coordinating and solving the problems that may arise during the trial period; the Finance Department is responsible for the payment of the subsidy; The warehousing department is responsible for the recycling and sorting of old furniture.†Wang Wei said, “In this month, we will link all the staff to ensure the perfect completion of the furniture replacement work.â€
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