On the 1st of this month, the furniture trade-in policy introduced by the Beijing Municipal Commission of Commerce was officially implemented, and the five large-scale home stores that won the bid were also actively engaged in the battle. The trial implementation method clearly stipulates that the implementation period of the furniture replacement test is from November 1, 2012 to November 30, 2012. What are the implementation effects and consumer reactions of each company? Jinghua Home reporters conducted an investigation visit to the five stores that won the bid.
â–¡Store situation
The scene is lively and the publicity is positive.
On the 4th and 5th of this month, the reporters visited the five stores that were trade-in. The reporter found that the various stores have been fully prepared for the implementation of the new measures. In the furniture exhibition hall, the old-fashioned billboards were erected in obvious positions. The detailed implementation rules and related procedures were introduced in detail, and the consultation telephone number was announced. Some stores have also hanged promotional banners in the channel. The businesses that participated in the event, such as the Real House, Red Star Macalline, and Chengwaicheng, also posted obvious signs and propaganda tips at the entrance of the store to guide consumers to participate in the trade-in activities.
Since the participation in the event is a voluntary act of the merchant, the company has also publicized the name of the participating company and the booth number in a prominent position in the store to facilitate the consumer to find out, and the store has set up a special cashier to handle the trade-related business.
â–¡ Merchant visit
The initial business guide is slightly strange
At the same time, the reporter found that because the old-fashioned pilot program is still in the early stage of implementation, some customers who have not introduced the old-for-new activities beforehand have not handled many customers. Some salespersons of the brand are still relatively unfamiliar with the relevant implementation rules.
In the Amet Furniture store in a store in South Fourth Ring Road, the reporter said that he wanted to buy a dining table and four dining chairs, and to participate in the trade-in. The salesperson who received the reporter was very excited after listening. She said that since November 1st, many consumers have come to ask about the old-for-new method, but in the end there is no single transaction. "If you follow the old-for-new policy, it is the first one in our store." She said that there were no specific steps to implement the new policy before, and the specific implementation method would only be asked in detail before they could be processed.
The Oujia Muni shopping guide in another store in the South Fourth Ring Road also expressed a similar situation. She could not answer the questions raised by the reporter about the old-fashioned old furniture materials. "I haven't done it yet, I have to ask."
In the store where the reporter investigated, a similar situation occurred many times. For the questions raised by the reporters, many salesmen can't answer them immediately. They need to turn to the store manager for advice, or they can ask the store, and some will give the ambiguous answer, "It seems like you can, when you get to work." There is also a salesperson who will take out a small copy of the training content to find the answer.
â–¡ Consumer voice
Policy details also need to be considered
Although the implementation method has been announced, each store has also come up with its own specific implementation plan. However, due to the particularity of furniture products, many consumers have raised some questions in the specific process. In each store, the reporter randomly interviewed several consumers who were consulting for trade-in, and recorded and visited the questions and hopes of their concerns. The answers from the sales staff of these stores were also different.
Question 1
“Which brands participate in the event, which products of this brand participate in the event, it is best to show it, otherwise it will be too much to ask one by one.â€
Reporter experience: Participating in the trade-in activities is the independent behavior of the merchants. Therefore, it is not easy to find the brands participating in the event in tens of thousands of square meters and hundreds of furniture brands. Most stores, such as Real Home, Red Star Macalline, etc., require the merchants to participate in the event to post obvious signs in the booth, but there are also stores that do not do so, consumers can only go to a home to ask.
In addition, even if you are participating in trade-in, not every product participates in the trade-in activities. In a store in the South Fourth Ring Road, the customer service staff at the service desk told the reporter that although the merchants posted a sign of trade-in for the new one, it was necessary to ask the purchaser in detail about the specific products.
When the reporter consulted in the Oriental Parkson store of this store, he found that the table and dining chairs in the store participated in the activities. The sofa was not for the old-for-new activities, but the wardrobe only had the participation of the swing door and the sliding door did not participate. The shopping guide said that this was the case when the problem occurred during the declaration.
The same is the brand of Oriental Parkson, in the store near the Dazhong Temple, the products used to participate in the old-for-new are different. Dining tables and sliding door wardrobes can be used, but some dining chairs are special items that cannot be used. The perspective is then transferred to a store in the North Fourth Ring Road. This brand does not participate in the activities of the above two stores, but here you can participate in the event.
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