Furniture promotion activities are difficult to entice rational consumption only for cost performance
Furniture consumers explore at any cost
Mr. Zhang, a citizen who is about to get married next year, described his experience of buying furniture as "expedition". Buying a wedding room, decorating, and buying electricity have already made Mr. Zhang and his parents spend most of their savings. Considering that the price of wedding banquets and other necessary expenses will increase next year, Mr. Zhang decided under the strong motivation of "saving money" Go to the factory and buy cheap furniture. Since the city is one of the important solid wood furniture producing areas in the north, he searched many furniture factories on the Internet. But the online addresses are not only inconsistent with reality, but finding these factory workshops in villages and towns in far suburbs is even more difficult. Mr. Zhang drove along the "unintelligible" village-level roads for several consecutive weekends in search of solid wood furniture processing factories, often traversing for a long time to find a processing factory. He finally saw a satisfactory set of solid wood furniture samples in the workshop of a factory, the price was only more than 30% of the market, saving more than 10,000 yuan in expenditure. Witnessing the craftsmanship of the processing master, referring to the quotations of other manufacturers, and the fact that this set of solid wood furniture received the lowest discount due to the return of others, he said to the reporter with a wry smile, which is finally worthy of his sweat and oil costs.
Compared with Mr. Zhang's traveling in the remote suburban counties of the city, the citizen Ms. Xie's family went to the Xianghe Furniture Base in Hebei, and the experience was more "boiler". On September 14 last year, they took a fancy to the sample bed of a local manufacturer and agreed to deliver on September 20, but the delivery car of the manufacturer did not arrive until the early morning of September 21. The other party explained that because the delivery truck had to wait for all the goods to arrive, and it could only enter the urban area of ​​Tianjin after 10 o'clock in the evening. The Ms. Xie family, who was so sleepy and hard to open their eyes, did not see any problems with the goods after receiving the goods at night. It was not until the day that the color of the furniture did not match the samples at the time. Then for a month, she urged through long-distance calls before the manufacturer agreed to exchange the goods, but delayed delivery. After the reporter's "consumption through train" column intervened in the coordination, the manufacturer finally delivered the new cargo at 3:30 in the morning on October 28. The reporter learned from the investigation that there are not many people who have the same experience as Ms. Xie, and some even waited nearly half a year to wait for the replacement of furniture in a different place.
Enticing promotions are hard to attract
While consumers are rushing to buy more cost-effective furniture, many furniture stores in the city have launched more attractive promotional activities. Among them, the price discounts of manufacturers are more intense, and merchants ’cash draws are more frequent, but some manufacturers are widely criticized by consumers for their“ false discounts â€in order to ensure profits and discount after price increases. Senior people in the furniture industry also said that the integrity of the furniture industry has a long way to go. Many media have recently exposed the example of mahogany furniture "tightened" investment collectors, and the chaos in the "production, supply and marketing" link of mahogany furniture has caused the entire industry to face a crisis of trust. Because the price of mahogany of different materials differs by ten times, twenty times, or even hundreds of times, the huge profit margins have led some manufacturers to make good profits by substituting them with good quality and making real profits.
In order to attract consumers, some merchants have also launched personalized customization services, but contrary to expectations, customized furniture has not been generally recognized by the market in this city. According to the person in charge of the Hong Kong Furniture Association who attended the Hong Kong Furniture Festival in this city, custom furniture is very popular in Hong Kong. According to the city ’s furniture industry sources, the mainland furniture market, including this city, still lacks a unified national or industry standard for customized furniture. Some manufacturers will give a lot of money on the grounds that “customized furniture is not a finished furniture, no refund, no replacementâ€. Consumers are in a dilemma. If you buy custom furniture off-site, the problem of return and exchange after the problem is even more difficult to solve.
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