Today, packages are becoming more common in the home industry, and both home improvement companies and overall cabinets offer packages, and furniture is no exception. At the beginning of May, Qumei Furniture (view map) launched 16800 yuan to buy 21 pieces of furniture, not only a considerable amount but also cheap, which made many consumers feel excited. Some insiders said that with the advent of the package, low-end brand furniture will be affected, and the furniture market will change. [News background] More than 10,000 yuan can be purchased with complete sets of furniture. A few years ago, consumers bought furniture or "one-eyed" one by one. And as some furniture brands begin to test the water furniture package, consumers only need to spend more than 10,000 to tens of thousands of dollars, you can buy dozens of common furniture including bed, sofa, TV cabinet, dining table, coffee table, wardrobe, etc. . As early as May of this year, the well-known brand Qumei Furniture launched a furniture package on the occasion of the 22nd anniversary, 14 pieces can be purchased for 14299 yuan, and 21 pieces can be purchased for 16800 yuan. Qumei CEO once said that this customized product is 30%-40% cheaper than other products. Recently, the reporter found in a home store in Hexi that several well-known furniture brands have launched furniture packages. Consumers can enjoy a lower discount than a single item by purchasing a complete set of furniture. "18 pieces of furniture for only 15420 yuan, a set of 100 square meters of housing is basically enough." A brand of furniture sales staff told reporters that the brand's other furniture prices are not low. For normal purchases, a set of 100 square meters of flats with at least 30,000 yuan of furniture, and a choice of packages can save about half. The salesperson said that if you don't like 18 pieces of furniture, you can choose between "six-piece bedroom" and "four-piece living room". “If you are not satisfied with which furniture, we can also customize it for you, change other styles, and add a little fee.†In another store, a set of “living room packages†was placed by the sales staff according to the real mode of the house. Putting it neatly, the set only costs 9,800 yuan, including a set of 3+2 sofas, a glass coffee table, a 1.35-meter dining table and four dining chairs. The reporter calculated that the price of the sofa and coffee table in the package is close to 9,800 yuan. [Reporter's survey] The package is cheap but not everyone buys less than 20,000 yuan, so you can buy all the furniture you need at home. Some brands can buy a full set of furniture even if they are in the early 10,000, and the ones that are common in the market. Compared with the furniture of 10,000 yuan, the temptation of the furniture package is not trivial. So low, what is the attitude of consumers? "Some people like it and some people don't like it, because the furniture package has advantages and disadvantages." Red Apple Furniture also launched a furniture package in the first half of the year. Its sales manager Shao Jun said frankly that the price advantage of the package is self-evident. Buying a single piece of furniture is at least 30% cheaper, but the package limits the consumer's choice. “Every consumer has different aesthetic concepts. Some consumers only like a few pieces of furniture in the package, so even if the package is cheaper, they won’t buy it.†In addition to personal preference, size is also a big part of the furniture package. problem. In the interview, the reporter learned that if consumers are not satisfied with the size or color of the package, they need additional customization. Once customized, it means more money. "For example, in some packages, the bed is 1.5 meters, and the wardrobe is a four-door wardrobe. Consumers want a 1.8-meter bed and a five-door wardrobe. At this time, consumers can only change the size or endure their love." According to their understanding, the proportion of consumers who actually buy a full set of furniture is limited. Consumers have doubts about the quality of the package. Faced with low-priced furniture packages, some consumers have raised doubts: "Is the price so low, will it sacrifice quality?" In response, a salesperson of a branded furniture replied: "Although the package price is cheap, it is not a eliminated product, nor is it a bad quality. It is reported that many consumers are very fond of high-end brand furniture, but because of the price, they have to give up. Brand furniture manufacturers to introduce furniture packages is to satisfy consumers "can buy high-quality products with very little money" The demand. "The raw materials and accessories used in our furniture are better in the same kind of products. The reason why we can achieve low prices is because the factory has a standardized production line, all the furniture is produced by the assembly line, which can reduce the production cost. "Zhemei, the person in charge of Qumei Furniture in Nanjing, told reporters that after the launch of the event of buying 21 pieces of furniture for Qumei 16800 yuan, some well-known merchants also followed suit to launch similar activities. "Each product launched by each merchant has its sales positioning." Although the styles are different, the craftsmanship is not bad. Everyone hopes to increase sales through price cuts, and it is impossible to affect product quality because of price cuts. "Expert opinion" will impact on low-end brands Today, packaging, packages have become a popular way of promotion for businesses. Some insiders said that the emergence of furniture packages will have an impact on some low-end brands. "For the impact of the financial crisis In terms of survival and profit, the company must definitely prefer the former, and only survive to talk about profits. An industry insider told reporters that merchants can offer discount packages that not only satisfy consumers' needs for the least amount of money to buy the most suitable products, but also promote sales to speed up the return of funds and ensure the survival and development of enterprises. As the proportion of the package in the sales of the same brand of furniture is not large, it will not affect its original positioning and sales of the main products. "The emergence of furniture packages is definitely a good thing, consumers are more and more rational. Shao Jun said that some furniture brands with low brand awareness and low-end positioning in the market could have a share of the price with the high-end furniture brands. The appearance of furniture packages will have a strong impact on such small and medium-sized brands.
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