Encountered the standard of sleep, Zhengzhou furniture "trade-in" into a cloud

After a few months of intense “new-for-new” activities in the furniture mall, some lineups have declined and some have disappeared, which is not unrelated to the lack of market standards. The first half of 2012 is the most important consideration for the management of furniture companies for half a year. At the beginning of the year, the signal of the "old-for-new" of the pilot furniture was released. The keen business immediately smelled the business opportunities and rushed out the banner of "trade-in", hoping to use the business opportunities of the policy to boost sales. In the absence of a policy to support the “old-for-new” furniture in the country, all furniture stores have made their own “new-for-new” furniture in the form of their own subsidies. Therefore, multiple versions of the “old-for-new” situation have also been formed. However, this vigorous "new-for-new" campaign organized by the mall itself, after a few months, some lineups have decreased, and some have disappeared. What is the reason for the furniture mall to lose interest in “trade-in” before the “national standard” was introduced? The furniture store has changed its face in 2012. The furniture market is not quite calm. With the gradual deepening of the country's regulation of real estate, the bleak picture of the furniture industry has become more apparent. Since October last year, sales of furniture companies have fallen by nearly half year-on-year, and many companies have fallen into a mode of death. Under the severe situation, the major home stores represented by Ou Kailong, Red Star Macalline, Jiahe Home, Zhongbo, etc. have tried their best to grasp the initiative to reverse the market in the face of adversity, in order to get rid of real estate to the furniture industry. The elbow. In the Oukailong home plaza, the billboards of “trade-in” were missing. The reporter walked around the store and found no other "old-for-new" logo. And three months ago, Ou Kailong Home Plaza used furniture "old-for-new" as a means of promotion to boost furniture sales. Xie Yu, Marketing Director of Ou Kailong Group, told reporters that after they launched the “trade-in” campaign, the market reaction was not good. They only cancelled the activity for half a month. “It’s not a financial subsidy, unlike the old-for-new appliance. It is our merchants who are returning consumers.” “Our brand can participate in trade-in and give cash subsidies in accordance with 5% of the new furniture payment.” A brand-name furniture salesperson told the reporter. The furniture “home-for-new” program of the home of the family has been recognized by the Ministry of Commerce. This is a procedure similar to the "old-for-new" of home appliances. When a merchant sends new furniture to a consumer, the consumer hands over the old furniture that was applied for in advance to the merchant, and the merchant directly sends it to the warehouse of the home. After that, consumers can get a 5% recovery subsidy at the actual home store. The reporter learned in an interview that many customers did not care about the 5% subsidy. A customer with a surname of Ma calculated an account with the reporter. The furniture for 10,000 yuan was only 500 yuan, and the furniture was given to the store. So, it is better to sell the old goods directly. “The merchants themselves are returning to the consumers, which means the increase in the operating costs of the store. In the end, the account will definitely be counted in the merchants in the mall, and the merchants can only survive by raising the price. Therefore, the furniture is replaced with new ones. Without the support of national policies, the activities of the store will not last long.” The general manager of Henan Jiahe Home Co., Ltd., on behalf of the legend, commented on the “trade-in” activities in the store. Like other store owners, he is very optimistic about the market outlook of “trade-in”. Different from the actual home, Jiahe Home uses the vouchers to directly return to the consumers, and the old furniture is handled by the consumers themselves. Urgent policy support In the industry's view, the valuation of old furniture recycling is the top priority in the face of "trade-in". Xie Yu told reporters that the state's policy of "trade-in" for furniture has recently been released. At present, the "old-for-new" of various shopping malls is the behavior of the store itself. “The whole process of replacing the old ones is done independently by the company. Because the materials used in each type of furniture are different and the sizes are different, the price will be high or low. Unlike cars and home appliances, there is a uniform standard. The price of furniture is completely priced by the merchants themselves. This creates a problem for the country to introduce the 'old-for-new' policy." However, the problem of trade-in is not limited to this. In the evaluation of value, the way of subsidies and the problem of recycling, the recycling of used furniture is the most difficult. “The use time of each set of furniture is different from that of materials. The price will be high or low. At present, there is no evaluation value for the supervision of old furniture by the supervisory agency.” Xie Yu said. Relevant experts believe that in the face of the upcoming trade-in policy, whether the merchants have the ability to establish a furniture recycling processing center and effectively classify and decompose the recycled furniture will be an important threshold for enterprises to participate in the trade-in. A person familiar with the Zhengzhou store told reporters: "We have two methods for dealing with the old furniture that we have recycled: furniture that is intact and does not affect the use of furniture, donation to nursing homes, orphanages, or poverty. County and township; for furniture that is too old to be used normally, it is scrapped.” However, in the actual implementation process, most of the furniture is dilapidated. “The value of these dilapidated furniture is very limited. This is the biggest difference between the furniture 'old-for-new' and the home appliance 'old-for-new'.” In this regard, Xie Yu appealed: “I hope that the government furniture “trade-in” policy will be introduced early to solve the subsidy, the old A series of problems such as furniture recycling.” Zhao Ping, deputy director of the Consumer Economics Research Department of the Ministry of Commerce, believes that after the old-for-new replacement of automobiles and home appliances, furniture will become the next focus of policy support. However, she believes that the starting point of furniture trade-in policy design may be slightly different from the above two. The subsidies for automobile and household appliance policies are directly used in the consumption chain, that is, to stimulate consumption; while the old-for-new subsidies for furniture will be used for recycling, and policy guidance will be more It tends to save resources and protect the environment and promote green consumption. "So, this policy will have a certain impact on stimulating consumption, but the impact will not be particularly large." Zhao Ping said. (Reporter Wang Leibin) (Editor: JN101)

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