[Unveiled] The secret of furniture pricing you don't know!

The same is the fabric sofa, why is the price difference between different furniture brands different? In the process of purchasing furniture, many consumers can't understand the price of a sofa, a wardrobe or even a shoe cabinet. They have to work hard with the salesperson and finally talk about a price transaction that both parties are satisfied with. So, what kind of secrets are there in the price of furniture? Why is brand furniture difficult to bargain or discount? Furniture fan network to take you to analyze.

Secret 1: Furniture prices and discounts

The sales price of furniture mainly consists of the following components:

A, raw materials and production costs (that is, the cost of manufacturing furniture)

B. Transportation costs (most of the furniture is sold through dealers, and transportation costs are basically borne by dealers)

C. Store rent (this rent accounts for a very high proportion of furniture prices, and some furniture cities or furniture stores even exceed production costs)

D, the cost of sales (that is, the cost of clerk and management, in general, the salary of the clerk is very low, to get high wages all depends on the sales commission, the general brand better furniture commission in five thousand, almost the brand in the hundred One of the points, while some unbranded small furniture, achievements in one to three)

E, advertising costs (for most furniture manufacturers, advertising costs are very low, many well-known furniture brands almost no advertising, this has a close relationship with the way furniture is sold)

F, profit (what products must have profits, this can not escape)

Related reading: Detailed analysis of the price structure of mahogany furniture

Secret 2: How does furniture determine the selling price?

Through the above we know the price component of the furniture, then we can use this to analyze how the furniture is determined by the price system.

The core components of furniture prices are: production costs, store rents and profits.

Production cost, store rent, and sales volume determine the size of the profit

Let’s start with the store rent of furniture.

The store rent of furniture is calculated according to *** yuan / month / square. Shanghai Yuexing, Jisheng Weibang and other large furniture cities, because of the good location, luxurious decoration, successful marketing, so the rent is relatively high. Some door positions reached 450 yuan / month / square meter, generally 200 yuan / month / square meter.

According to the regular area of ​​a furniture store of 150 square meters, the monthly store rent is 200*150=3W.

The sales volume of furniture merchants: generally 150 square meters of furniture business, the sales volume of furniture is between 10W~20W,

We can calculate this: for a better sales volume of 20W, 20W-3W (rent) -600*2 (2 store staff) -2000 (commission) -1000 (transportation cost) -1000 (hydropower) = 16.2W

If the purchase price is 10W (50% off), a merchant sells 20W furniture, and its profit is around 6W.

If the sales volume is only 10W, then it is almost unprofitable.

The average member buys furniture, the quantity is 2~3W, so for a merchant with a monthly sales volume of 10~20W, this customer is very important, so the salesperson will naturally use his brain to retain the customer, and you will Have a bargaining chip

If you have done business, you know that many items are purchased at a discount, especially for brands that have a limited sales price, and furniture is basically the same.

Example: The production cost of a five-piece furniture set is 5K, with a price of 1.5W, a sales of 20% (1.2W), and its gross profit reaches 7K. The room for counter-offer is quite large.

The relationship between the price of furniture and the cost of production: production cost * coefficient = price

The coefficient of general furniture is basically these: 2, 2.2, 2.5, 2.8, 3.0 These factors are based on the five-piece furniture.

The cost of the three-piece hydrogen-trimming five-piece set: according to the materials used, the production cost of the famous brand furniture is between 4K and 5K. If it is a small township enterprise, its production cost is basically around 3K.

The cost of solid wood veneer furniture: the cost of 5 sets is between 5K~7K. If it is a small township enterprise, its production cost is basically around 4K.

The cost of paper veneer furniture: the production cost of famous brand furniture is between 4K and 5K. If it is a small township enterprise, its production cost is basically around 3K.

Secret 3 : How to judge the status and quality of a furniture brand

There is a great risk involved in letting members send the quality of furniture to your home simply from the quality of storefront furniture. After all, a small manufacturer will buy some well-known brands of furniture and put them in the store to pretend to be their own, and some of them are very serious in the store's furniture, but it is shoddy to your home. Therefore, to understand the quality of the furniture you buy, it is very inaccurate from the storefront.

In fact, according to what I said above, the pricing of furniture can be judged initially. There are many ways to do this.

A. It can withstand the rent of high-end furniture city (at least on the one hand, it shows a little strength);

B, it is difficult to pay the price down (the furniture brand that is very easy to counter-offer is basically no vitality)

C. Go to the brand's website to see it (a look at how many years the brand has been, the longer it is, the more vital it is. Second, how many dealers it has, the number of dealers determines the strength of the brand) A strong brand can minimize many risks: such as timeliness of delivery, after-sales, environmental protection

D. Going to Google and Baidu to search for the brand's information, you can find a lot of consumers' views on the brand (if you can't find the brand, I advise you to choose carefully), the experience of others must be referenced.

Secret 4: Why is it difficult to make a good price for furniture?

Why is it that it is difficult to pay for good furniture? In fact, there are many commercial purposes in it. Knowing this, it is very useful for you to talk about furniture prices.

(1) The implementation of a strict price system is to protect the interests of dealers. To put it bluntly, it is to protect the interests of manufacturers. Only if the dealers make enough profits, they will take this furniture as a treasure, and carefully maintain and promote it, so the brand has established credibility in the dealer's location.

(2) Prevent regional goods. With strict price protection, then in the two regions, even if there is a price difference of 5 to 10 points for the same brand, you will also consider transportation, installation and after-sales service issues. This will allow dealers to form a monopoly sale of the brand in the local area and obtain the greatest economic benefits.

(3) Establish sufficient price confidence for consumers. Chinese consumers always have this habit. Everything likes to bargain. Even if it is very low, it is always worried that it will be slaughtered. This is a crisis of trust, and if a brand has such a crisis of trust, then the brand image it creates will be completely gone.

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