Domestic consumer shopping malls to buy goods either discount or full price, the basic
uniform pricing, difficult to have the opportunity to bargain, but buying furniture, is an
exception. In this regard, Cheng Kai, an analyst at Orient Securities, said bluntly:
“Pricing is extremely opaque, extremely asymmetric information, the furniture is a very
special commodity.”
In the furniture industry veteran of 20 years, Mr. Zhou said, planing to rent, manpower and
logistics costs, furniture purchase price is usually 25% to 28% of the pricing, most
customers have a habit of bargain and ask for a discount. “promotions, not to engage in
activities, it is difficult to allow consumers to pay in the market is not good when, after
some tug of war, the price can be talked about around 50% off pricing “.
Marked a real price, the buyers think the value on the next single that is not worth walk
away. It would have been very simple thing, but in the furniture industry, the possibility
of discounts to increase, has to consider the ability of consumer bargain. Opaque pricing
has become a household industry tacit unspoken rules.
In the domestic furniture industry, the lack of clearly-has long been criticized. Mr Zhou
said that the furniture industry, lack of uniform industry standards, the lack of effective
price certification system and system management system. Larger product differentiation,
seemingly the same thing, some wood texture of some synthetic wood and some leather plenty
of leather, and so forth. ”
In this regard, Xu Jinghong, the National Federation of Furniture Industry Association vice
president, said: “do not have a well-known brands in the world, a century-old prices
discount chaos, the key is the manufacturers have brand awareness, appeal to the furniture
industry Nett sales to establish a fair trade price integrity. ”
From the current point of view, clearly-even affect the implementation of relevant
policies, this is the inevitable prelude of the furniture trade-in policy, but can not be
implemented in the short term really. To industry analysts, a clearly avoid some merchants
use unrealistically high price to cash in government subsidies, only to achieve a clearly,
in order to pave the way for the implementation of the policy, in order to effectively
protect the interests of consumers, or trade-in on no real meaning, businesses can black-
box operation.