Red Star Macalline initiative pays attention to the emotional value of old furniture

A few days ago, in 2012, the Beijing Municipal Commission of Commerce sent a message at a work meeting that this year, following the implementation of the “trade-in” policy for home appliances last year, Beijing will use this year as a pilot to implement “trade-in” for furniture to boost consumer spending. As soon as this news came out, it became the focus of attention of home furnishing merchants, and a huge consumer business opportunity was revealed to furniture companies. Last year, Red Star Macalline, the first to test water for furniture with the “must-have-a-billion-dollar home upgrade plan” last year, on the basis of summing up successful experience, looked forward to the government ’s relevant policies to be introduced as soon as possible, and at the same time, the relevant departments were encouraged Pay attention to the emotional value of old furniture and work out more humane rules.

Government support stimulates huge business opportunities

Following the successful implementation of the “trade-in” for home appliances last year, Beijing ’s commercial department has been exploring new ways to drive consumption, and ultimately focused on “pulling and housing-related commodity consumption”. Furniture “trade-in” was proposed and Pilot started in 2012.

According to the relevant person in charge of the Beijing Municipal Commission of Commerce, the furniture "trade-in" will continue the idea of ​​"trade-in" for home appliances, adopt the form of store linkage, and designate several types of commonly used furniture as trade-in categories, and the government will give a certain amount according to the turnover of new products. Limit subsidies and set an upper limit.

The reporter found in the interview that many consumers are very concerned about when the new policy will be implemented. "I have always wanted to change furniture, but I have a tight hand. If there is a policy subsidy, I will definitely change it!" The words of consumer Mr. Zhang represent a group of consumers who are watching the furniture market with coins. Compared with consumers, business expectations are more eager. "Furniture's trade-in for old" will inevitably bring tremendous business opportunities to the current downturn in the home furnishing market while driving residents' consumption. "A senior industry expert calculated an account for reporters: According to statistics from relevant departments, Beijing faces There are more than 1 million sets of old furniture, and according to the current market price, the average price of each new set of furniture is about 3,000 yuan. If 1 million sets of old furniture are involved in the "trade-in", this policy can bring in at least 3 billion yuan a year. Consumption growth.

Last year, when the government had not yet promoted the "trade-in" of furniture, some furniture stores had begun to test the "trade-in" in various forms. If there is policy support this year, the "trade-in" will become more enthusiastic. This makes the furniture industry full of expectations.

The government will crack the problem of recycling old furniture

Although the response of the furniture trade-in policy is loud, some industry insiders have raised their concerns: "This is a huge project after all, and there are many complicated links in the middle. Whether it can be successfully landed is still a test."

This kind of worry is not groundless. Compared with home appliances, the value of furniture recycling is not high. How to deal with the old furniture that has been replaced after "replace it with new one" is one of the tests.

"Before we were going to implement the 'non-changeable' plan, we also considered whether to recycle old furniture and how to dispose of old furniture." Wang Wei, general manager of Red Star Macalline Beijing-Shanghai & Southwest Region, told reporters. Old furniture has the problems of difficult recycling, difficult placement, difficult disassembly, and difficult to use. Old furniture is generally bulky and requires space from the recycling process to placement; the value of old furniture is also low, and if it is restored, it is not worth the loss; if it is recycled The old furniture flows into the hands of unscrupulous traders, and it may be refilled after being refurbished, and then into the store. This is also one of the concerns. Therefore, in Red Star Macalline's "must change" activity last year, although tens of thousands of families enjoyed subsidies, the disposal of old furniture was given to consumers themselves, and Red Star Macalline did not force it back.

It is reported that when the Beijing Municipal Commission of Commerce is brewing a "trade-in" policy for furniture, the most urgent task is to solve the problem of recycling of old furniture. Although the relevant plan is still under discussion, people believe that when the policy is really introduced, the best way will be found. Wang Wei also said that once the government introduced a policy, Red Star Macalline will comply with the implementation.

Pay attention to the emotional value of old furniture

It is difficult to dispose of old furniture, it cannot be used after recycling, and it may cause environmental pollution. It seems that it is of no use at all, but the practice of Red Star Macalline shows that old furniture is an important historical object that is difficult for consumers to give up Therefore, the best choice is to handle it rationally.

"For merchants, old furniture may be tasteless, but for consumers, old furniture may have a special meaning, carrying the emotion that the owner cannot give up. From this point of view, if consumers are required to take old furniture, they can Replacing the new furniture will not only bring various problems to the merchants, but also a disrespect for consumers. "Wang Wei said in an interview.

Paying attention to the emotional value of old furniture will be an important issue that should be considered in the "trade-in" of furniture. Wang Wei believes that consumers have their own final disposal rights for old homes. Those who can use them can be sent to relatives and friends to continue to use; those that can be repaired can also be used after repairing; those that are really worthless can be let away by the merchant. "Only taking full account of the consumer's emotions can we make" trading old for new "humanized."

It is reported that in 2011 Red Star Macalline replaced new furniture for 10,000 households by issuing subsidy vouchers. The subsidy amount in Shanghai alone was as high as 30 million yuan. When the professional service team went to the home to evaluate the old furniture for customers, the service staff also provided professional guidance to some users, and also helped some customers discover the collection value of old furniture. "There is a mahogany stool from a family of three generations. It is made of Hainan Huanghuali. It has polished legs and noodles. The new owner is a post-80s man who does n’t know anything about mahogany furniture. Our staff helped him discover the collection value of furniture. He regarded this mahogany stool as a 'treasure of the family'. "Wang Wei revealed that the implementation of any policies and programs can only be done from the perspective of consumers. The consideration of orientation is the most effective. Humanization, emotion and refinement will be the three important key points to be considered in the "trade-in" of furniture.

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