Big brands use the furniture package to win the market industry reshuffle?

As the operation of the home industry continues to mature, the sales of merchants are becoming more and more advanced. In terms of the “package” that is currently the hottest and most attractive to consumers, the low price has already made consumers want to stop. Home improvement package, cabinet package, May Qumei furniture (view map) launched 16800 yuan to buy 21 pieces of furniture "furniture package" is even more exciting. The new marketing term “Furniture Package” has provided convenience to many consumers who “sell less money to buy brand furniture”, and is also brewing a change in the production pattern of the home industry – well-known brand furniture is borrowing “ The power of the furniture package to grab market share, the industry is shuffling soon? The advantages and disadvantages of 10,000 yuan to buy a whole set of furniture for the furniture items are tens of thousands of high prices, many wage consumers say "can not eat." 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. In the large-scale stores, some well-known brands also hit the signboard of the furniture package. "18 pieces of furniture are only sold for 15420 yuan, and a house of about 100 square meters is basically enough." The furniture sales staff introduced. The salesperson also said: 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, add a little fee." "Package" prevails, in addition to the collectively known furniture package, some specialty stores are also subdivided into living room packages, Bedroom package. The store displays the furniture according to the real scene of the living room or bedroom. The whole set of furniture, including sofas, coffee tables, etc., is only about 10,000 yuan, and the price of the single piece of the coffee table is close to 10,000 yuan. Faced with such low-priced well-known brands, some consumers are very supportive. They believe that this kind of sales method not only saves consumers a time of “Amoy”, but also saves a lot of money. There are also consumers who don't buy it: furniture packages are generally made by size and do not necessarily meet the needs of some families. If you choose to customize, it means you have to add extra money! Moreover, consumers' tastes are not the same. Not everyone will like all the furniture in the package. In this case, consumers can only choose to spend more money to buy another item, or they can only bear the pain. More consumers have questioned: So will the low price not guarantee the quality? The flaws in the furniture package make it a limited share of sales. Well-known brands are low-cost passengers and small brands have been "destroyed" In the "post-financial crisis" era, consumers' "purchasing nerves" are quite fragile. The sudden increase and fall of sales has made the "furniture package" have a reason for existence. Merchants launch special packages, which not only meet the needs of consumers to spend the least 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. The industry believes that because the package does not account for a large proportion of the sales of the same brand of furniture, it will not affect its original positioning and sales of the main products. However, the “Furniture Package” strategy of the big brand is undoubtedly a serious blow to the low-end products of small brands. In the past, the low-end products of small brands also took a share of the big brand furniture with their price advantage. Nowadays, the furniture package makes them in the brand. , quality, price have lost their original advantages, which for them, is tantamount to the disaster! The future of small-brand furniture products is not optimistic: the production of cheaper products indicates that either the quality is not guaranteed or the profits are not guaranteed; unless the small brands are made into big brands, the possibility is very small, most of them Small brand holidays can't be realized. The arrival of the “furniture package” era is another integration of the furniture industry. It is a process of disorganizing small enterprises like large-scale enterprises with complete facilities. Its prevalence seems to indicate that the furniture industry is reshuffled immediately, and the new industry pattern Maybe it will appear in the near future, let us wait and see.

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