Wang Xiaobing, executive vice president of Beijing Jinzhao Decoration Design Co., Ltd., also commented on Weibo: "Clear code and real price is the basic common sense of commodities, but it has become a game of" virtual high "and" bargaining "under an unregulated market system. Now there are three difficulties in returning to common sense. One is whether the "real price" is really "real"? The second is whether consumers believe this "real"? The third is whether the real price is unified in different channels and different regions? If one thing does n’t hold up, it ’s possible that the real price will be formal. â€
"Because it is not easy, we must insist. As long as the price is real, consumers will believe it." Wang Linpeng said that the home must eliminate all difficulties and stick to the road of real price.
Can normal discounts be changed?
With the sluggish sales after the property market regulation, the home furnishing industry, as a downstream industry, has also experienced a decline in performance since the second half of last year. Facing the increasingly scarce flow of people, major home furnishing stores continue to launch promotions, and discounts have gradually become the norm.
On Friday, the reporter went to a large store in Shilihe Home Building Materials City and East Fourth Ring Road, and found that in the spring of last year, people have come to the home city to inquire about the hustle and bustle. This year did not appear. Whether it is a floor, a cabinet, a sofa, or a bed, All stores are sparsely populated, and many salespeople can only sit idly thinking.
Randomly inquired about several brands, and all got a "now discount" answer. The salesperson of a cabinet brand said frankly, "No one is buying a house now, and it is naturally not going to be renovated anymore. The business is a lot lighter. There is no way, manufacturers can only do more promotion. Our paint cabinets originally sold at least 6,000 yuan. Now, as long as the special price is more than 4,000 yuan, the manufacturer has no much profit. "
But for this set of "no profit" words, many consumers do not believe it. "I renovated the house at the end of last year. I have seen many shops to buy the floor. Everyone told me, 'This is the reserve price, there is no profit', but the quotation is different." Miss Zhu, a citizen, told reporters that to renovate the house, She did not suffer less, "People are very welcome to see the real price. But is this price really" real "? This is very important."
Discounts need to be declared in advance
"Sell as much as you want, and don't allow merchants to discount at will to solve the overpriced price problem in the home industry." Wang Linpeng, President of Home of Home, announced at the March 15th Home Furnishing Seminar that from March 10 on, there will be five stores in Home of Home. Simultaneously launch the code price activities.
According to the regulations of the house, all the merchandise of the merchants must be clearly priced and sold strictly according to the price. To promote the promotion, the manufacturer needs to declare to the store in advance, enter the ERP system, and mark the original price, promotion price and promotion date on the price tag.
"The so-called real price does not mean that the manufacturer has no profit, but that the merchant sets the commodity price based on the industry's average cost and average profit level in combination with the market conditions, and controls the profit within a reasonable range."
Wang Linpeng told reporters that the implementation of clear prices, in addition to allowing consumers to save money from running between different stores and comparing prices, is also beneficial to the management and services of stores and businesses. "If the price of the goods purchased by the consumer (same brand, same specifications, non-processed products, non-discounted products) is higher than other markets in the region and can provide conclusive evidence, the actual home will punish the merchant and compensate the consumer for the loss . "
The clear price is a long way
Experts in the industry have expressed their support for the practice of Actual Home, but many people think that "this idea sounds beautiful, and it is not difficult to implement it."
Zhu Changling, chairman of the China Furniture Association, proposed that there are many types and quantities of products in the building materials and home furnishing industry, and the materials used are different. It is difficult to achieve uniform pricing across the country. "The most expensive wood is more than 10,000 yuan per ton. The cheapest may be five. 600 yuan per ton, how is the price unified? "Zhao Jianguo, chairman of Jimei, believes that in the current consumer environment, consumers are still more accustomed to bargaining, so the more realistic way is to make a reasonable profit after the price is clearly marked.
Wang Xiaobing, executive vice president of Beijing Jinzhao Decoration Design Co., Ltd., also commented on Weibo: "Clear code and real price is the basic common sense of commodities, but it has become a game of" virtual high "and" bargaining "under an unregulated market system. Now there are three difficulties in returning to common sense. One is whether the "real price" is really "real"? The second is whether consumers believe this "real"? The third is whether the real price is unified in different channels and different regions? If one thing does n’t hold up, it ’s possible that the real price will be formal. â€
"Because it is not easy, we must insist. As long as the price is real, consumers will believe it." Wang Linpeng said that the home must eliminate all difficulties and stick to the road of real price.
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