Consumers in Europe and the United States furniture prices are falsely high

The money to buy a sofa can buy a car, the money to buy a set of furniture can buy a suite. Recently, a Da Vinci double bed with a price of 30,000 yuan but a price of up to 300,000 yuan opened the dark curtain hidden under the gorgeous appearance of European and American furniture. The price of European and American furniture that has been considered by consumers to be of sufficient quality and identity is also questioned by consumers. So how deep is the water in European and American furniture? Industry insiders said that the price of five or six times the purchase price is the unspoken rule of the European and American furniture industry, while in the first-tier cities, the value of the virtual standard is as high as ten times.


In many home stores in the provincial capital, consumers will be caught in the eye by the luxury and retro-looking European and American furniture advertisements on the wall as soon as they step into the door. And European and American style furniture has also been sought after by merchants as a synonym for high-end market positioning. Attentive consumers will also notice that whenever they visit the magnificent European and American model rooms of the decoration company and hear hundreds of thousands of quotations, it seems as if they can obtain a stunning look from the consumer to set off the high-end taste of the decoration company.

A reporter's investigation found that although there is no "Da Vinci" product in the Jinan market, it is not difficult to find a sofa of more than 100,000 yuan here. The staff of a home store on Beiyuan Street in the provincial city told reporters that a sofa with a price of more than 200,000 yuan had just been bought in their store not long ago.

Ms. Li, a citizen who is renovating a new house, told reporters after visiting many home markets, "European-style furniture styles are indeed high-end, but almost all are above 10,000 yuan. I have seen a set of more than 60 in a home store. Thousands of sofas. ”Although the price is almost more expensive than a house, Ms. Li has extraordinary fun in the bargaining process of buying European and American furniture.

"This more than 80,000 yuan American sofa can easily cut 40% off. Under my insistence, the dealer said that it can be sold at 50% off." The price flexibility is so large, it will inevitably trigger consumers' question. In this regard, the reporter learned from the dealer who has been engaged in the building materials and home furnishing business for many years to learn the insider profits of European and American furniture.

"The price of European and American furniture in the store is five or six times the purchase price is a common phenomenon." The dealer calculated an account for the reporter. "Take a set of sofas with a purchase price of 30,000 yuan as an example. After seeing the price of 150,000 yuan on the label, consumers bargained and felt that it was very successful to cut half of it. I do n’t know if the dealer has more than double the price. Can earn. "

In addition, the general manager of a well-known home store in Jinan also told reporters, "The profit of European and American furniture can be said to be the largest in all furniture industries. Phenomenon such as DaVinci's false standard price is almost 10 times that is very common in first-tier cities, which is also an industry Rules. The roots of the high prices are in addition to the consumers ’psychology, and the furniture industry ’s generally high“ entry fee. ”According to reports, most of the home furnishing industry currently implements the lease system. A furniture dealer Zhao Fan told reporters that he The monthly rent of the store with more than 200 square meters will be more than 60,000 yuan, and it is helpless to make false high prices.

Despite this, insiders also broke the news to reporters that some businesses are inevitably susceptible to stealing concepts when promoting European and American furniture. "The European and American furniture that consumers see is precisely" European-style "furniture." The reporter learned that European and American furniture in the industry is more valued by appearance and appearance, and represents only a style of furniture. However, most consumers People will understand “Europe and America” as imports. "Most of this furniture is produced in China mechanized, and the choice of wood is not very particular, and most of them use cloth instead of leather."

In this regard, Mr. Chen stressed that the original intention of consumers to choose European and American furniture should be a choice of life attitude, rather than blindly chasing Western trends and tastes.


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