Furniture production costs continue to rise
In 2011, prices rose strongly! The price of refined oil products has been raised twice, and raw materials, labor costs, and logistics transportation costs have risen ... Upstream cost increases will inevitably lead to a simultaneous increase in downstream sales prices. In the first half of 2011, although the price increase of Liuzhou furniture was a foregone conclusion, the "price" trend of the furniture industry came lightly, and many businesses changed their operating methods, allowing consumers to calmly accept.
1 Furniture "swelling" sounds
On May 8, the reporter met Ms. Qin who was discussing delivery matters with sales staff at the Chivas sofa store. Ms. Qin told reporters that she received a notice before the May 1st that the sales staff would increase the price of the sofa after the holiday, so she rushed to order a sofa on the day of the May 1st. Ms. Qin said: "'May 1' has a lot of people. I originally planned to buy it after the holiday, but I heard that the price will increase after the sofa festival. I came to buy it that day."
Jiang Xiaofang, sales manager of Chivas sofa, said that due to the increase in the price of raw materials, the sales price of sofas had to be adjusted. After May 1st, the price of sofas will gradually increase, "about 5% price increase." Jiang Xiaofang said.
Has furniture really increased in price?
The reporter interviewed many sales leaders of branded furniture on this question. Cao Chao furniture general manager Cao Yunlong said that Cao Chao furniture furniture has risen by 5% in April. Oakville Furniture's general manager Yao Daidi also said that due to the rising price of ELM materials, some of the brand's furniture is expected to increase in price by 5% in early June. "Manufacturers adjust prices, and our selling prices have to be adjusted accordingly, otherwise we will lose money, so furniture prices will rise by about 10% accordingly," said Huang Qingneng, general manager of Dorsett Furniture. In addition, Sharon Dick's general manager Wang Jiada revealed that the price of his brand furniture will also increase in the short term.
2 Rising costs and furniture gains are a foregone conclusion
Liang Yongheng, the general manager of Baitu Home Furnishing, attributed the increase in furniture prices to the increase in cost prices. He believes that: "Furniture production costs include factory rents, workers' salaries and raw materials, etc .; most of the dealer's cost pressure comes from mall rents, sales staff salaries and Operational expenses, if one of the links costs increase, it will cause the channel cost to increase. And the current market situation is that the cost is calculated as a superimposed value, so furniture price increases are imperative. "
People in the furniture industry also agreed that, first of all, the "rigid cost" of furniture is increasing, which has led to an increase in furniture prices. Such as natural wood, chipboard, cotton, leather and hardware accessories, these are the primary factors that cause the price of furniture to increase.
Secondly, the increase in labor costs is also an important reason for the adjustment of furniture prices. Lu Xianya, general manager of Strollan sofa, told reporters: "After the New Year this year, there is a shortage of labor in Jiangsu and Zhejiang. Manufacturers can only hire workers at high wages, which also increases the cost of furniture to a certain extent. In addition, prices are rising and employees are facing pressure on life This year, we have also increased the salary of each employee by 200-300 yuan per month. ".
Furthermore, the price of refined oil products has been raised twice this year, leading to higher transportation costs. Qin Juan, the person in charge of the style sofa, said: "Last year, the cost of shipping furniture was 80 yuan, but this year it has risen to 90 yuan."
3 Take care of consumer sentiment and increase prices "quietly"
Although the price increase of furniture is a foregone conclusion, its movement is as light as catwalk and silent. Merchants are either taking care of consumer sentiment or stabilizing market share. In the face of furniture that has already increased prices, some brands have adopted quiet methods to increase prices to eliminate consumers' psychological exclusion of price increases.
On New Year's Day this year, the reporter learned in an interview that the original price of a solid wood TV cabinet of a certain brand was 7800 yuan, and the discounted price was 3600 yuan. During the "May Day" reporters returned to visit but found that the original price of this TV cabinet is still 7800 yuan, but the discounted price is 4500 yuan. Sales staff told reporters that it is difficult to retain customers by increasing furniture prices. They can only alleviate cost pressure by increasing discounts.
Citizen Ms. Wu told reporters that during the "May Day" she had a fancy new TV cabinet, but the price was 5500 yuan / set, while another old TV cabinet in the store only sold 3,000 yuan / set. , She finally chose the old TV cabinet. Coincidentally, the style sofa also eases the price pressure by increasing the selling price of new products. Qin Juan said: "Due to the rising cost, when the new sofa is being delivered, the manufacturer has already put the cost in the total price, so the sofa has increased by an average of 200 ~ 300. Yuan varies. "
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