Furniture prices are rising! Who is behind the scenes?
"Now the furniture is getting more and more expensive, the original home improvement budget is far from enough!" The National Bureau of Statistics macroeconomic data showed that in July 2011, the CPI rose by 6.5% year-on-year, a 37-month high. Under inflation, the price of the furniture industry is rising, and consumers seem helpless! Where does the cost of furniture come from? Who pushed up the price of furniture? With such questions, the reporter interviewed the heads of several home stores in Chengdu and conducted in-depth investigations on product prices.
Vendor: Distressed! The cost increase, forcing us to raise prices!
The reporter learned from a private brand in Chengdu that the price of the furniture brand has risen by 5% in April. Due to the rising price of eucalyptus materials, some of the brand's furniture is expected to increase by 8% in early October. At present, most of the furniture on the market has risen in price, and each piece of furniture has risen between 300 yuan and 600 yuan.
In fact, the gross profit of the factory is only 6%. The head of a home brand attributed the price increase of furniture to the increase of cost price. He believes: “Furniture production costs include factory rent, workers' wages and raw materials; firstly, the “rigid cost†of furniture Growth has led to an increase in furniture prices, such as natural wood, particleboard, cotton, leather and hardware accessories, which are the primary factors leading to the price increase of furniture. Secondly, the increase in the cost of living, manufacturers can only hire workers with high salaries, labor costs Improvement is also an important reason for the adjustment of furniture prices."
Dealer: helpless! The rent is too high, we have to increase the price!
According to the survey, the rent of furniture shopping malls in Chengdu area reached 180-240 yuan / square meter, and the surrounding area also reached 120-180 yuan / square meter, and it is constantly on the rise. According to informed sources, rents are basically increased by 10% every year. The cost of rent accounts for more than half of the operating costs of furniture companies.
The operating costs mainly include the rent of the store, the salary of the sales staff and the operation costs. If one of the costs increases, the channel cost will increase. In Europe and the United States, furniture stores are generally built in remote areas of the suburbs, rents only account for a small part of the cost, and many furniture stores in China are built in the city center, the cost of rent is too high, if the cost is calculated by the value of the superposition, it will inevitably lead to the price. Soaring. At present, many dealers have been overwhelmed by the rental expenses, but also have to deal with fierce competition, which can be described as two sides.
Consumer: Hold the group! Good quality and low price is the situation of Wang Dao facing the high price of furniture, consumers seem helpless! A young lady who is going to buy furniture told the reporter: "We have prepared 50,000 yuan for decoration> decoration, 20,000 yuan to buy furniture, which knows that 20,000 yuan is too far from the actual situation, and can not buy suitable furniture."
Under inflation, household consumption appears to be more rational, and the end market calls for rationalization of prices. How to reduce the cost of intermediate links such as logistics, rent, operation management, etc., to solve the problem of high prices is a problem worth exploring for businesses, consumers and the entire home industry. The home market is looking forward to a new model to adapt to the market and change the market.
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