Brand products are relatively reliable under the concept of “reserve price” in the furniture industry

 

In the home furnishing industry, there is more and more publicity of “reserve price”, and one cannot help but believe it. Industry analysts believe that the frequent "bottom price" promotion in the market stems from the normalization of marketing activities, and merchants have to come up with such gimmicks to attract attention.

 

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A few days ago, a consumer responded that he bought a certain type of water heater in Dazhong Electric Appliances for 4,500 yuan. As a result, he saw the same model in another store as "special price 3,500 yuan." The consumer said that the staff of Dazhong Electric had promised to himself that the store's selling price was "the lowest price of the year", and if there was a lower price than the in-store price, the price difference could be compensated. This consumer is confused: Is the 3500 yuan found the lowest price now?

 

In the marketing activities of home furnishing stores, home improvement companies and furniture brands , the concepts of "best benefit", "juhui" and "the lowest in the city" frequently appear, and marketing activities that use "factory price" and "reserve price" as selling points are also quite popular It is common, and at some home furnishing groups, the words "sale price" and "lowest price" are also common. However, whether the reserve price is the lowest price has long been a question for many consumers.

 

How many brands are relatively reliable

 

Through the investigation, it was found that, through the "golden nine silver ten" gimmick, such "reserve price" propaganda began to appear intensively. The "Top Alliance" event of China's home furnishing materials to be held on September 15 has printed posters with the words "factory direct supply price, lower than National Day, unprecedented".

 

Not only that, even in ordinary stores, "special offer" and "sale" products are everywhere. Visited the Luxin Homeland Building Materials Supermarket in Beijing's West Fourth Ring Road. At the Moen counter on the first floor, the staff said: "The 'lowest price' of the store is not reliable. We get the goods from the manufacturer, the rent is cheap, so the price is cheaper."

 

An industry source who did not wish to be named said that since household products are not fast-moving consumer goods, consumers rarely know the price in advance if there is no demand. After the purchase, consumers are not too concerned about price changes. He said: "Many brands usually promote a few products at special prices at festivals. The products with real reserve prices and price comparisons are mostly outdated or outdated models. It is difficult for consumers to find the same products elsewhere."

 

Liu Chen, Secretary-General of the Beijing Furniture Industry Association said, "The same price for a brand in a certain market is an iron law. Merchants will not cut prices arbitrarily because of sales promotion. That will lead to confusion in the price system of the entire region, and big brands will not have such errors. , Some small brands such commitments are even less credible. "

 

Guo Wanlong, general manager of Beijing Yulong Yinuo Economic and Trade Co., Ltd., said: "The base price and factory price are just words. In fact, even people who sell products sometimes have difficulty in judging whether these products are worth the price, but when it comes to such a time point, no There is no consumer patronage when doing promotions, so merchants will come up with various rhetoric. As for whether the real reserve price is up to consumers' discretion. "

 

Relative to the unrecognizable “reserve price” commitment in the market, industry insiders said that because of the large number of stores in well-known stores, the prices of large-brand products are comparable, and the “reserve price” promotion may be more reliable. (Editor: Peter)

 

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