When the “gold, silver and four” of the national real estate market is late and the price of raw materials in the industry is still high, the “warm wind” of the home industry seems to be blowing back.
“Compared with the end of 2021, more customers come to the store now, especially on Saturdays and Sundays. The store is full of people.” A whole house customization sales in a home retail city in Chaoyang District, Beijing told the reporter of Huaxia times that in addition to a certain recovery in the market, the most important thing is whole house customization. Now many brands have activities, and the intensity is relatively large.
The reporter learned from the field visit that at present, a number of home furnishing brands, such as Suofeiya Home Collection Co.Ltd(002572) , Guangzhou Shangpin Home Collection Co.Ltd(300616) , Qumei Home Furnishings Group Co.Ltd(603818) , have launched customized packages at different prices of 19800 yuan and 39800 yuan, including cabinet, sofa, dining table and chair. During the period, a customized brand sales of the whole house told reporters, “compared with you looking for a design company, we can not only measure and draw the design drawings for free, but also directly draw the rendering drawings. The package also basically covers the needs of home decoration, which can save you a lot of cumbersome procedures…”
Indeed, compared with the environment of soaring prices of household raw materials and rising prices of household products at the end of 2021, the arrival of the so-called “buy it now” package can be said to be like spring breeze for consumers. However, after consulting the relevant information, the reporter found that whether the “buy it now price” of whole house customization is really “worry free” as described by the store owner still needs a question mark.
multi package “rich connotation”
Recently, the customized home “buy it now” package is very popular in the industry. In order to understand the details, the reporter of Huaxia times visited a home decoration retail city in Chaoyang District of Beijing as a customer.
“Now the store has launched two package prices of 19800 yuan and 39800 yuan. On the basis of sufficient guarantee, there are no restrictions on all designs and colors, and there are various styles.” Guangzhou Shangpin Home Collection Co.Ltd(300616) the salesperson told the reporter of Huaxia times that the categories included in the package include cabinet design, kitchen cabinet, sofa, tea table, dining table and chair.
According to the salesperson, the main difference between the two package types lies in the products in the package. It is reported that the 19800 yuan package only includes the customization of cabinets with a projected area of 20 square meters, while the 39800 yuan package includes additional products such as dining tables, chairs, mattresses, tea tables and so on.
In addition, Suofeiya Home Collection Co.Ltd(002572) , Qumei Home Furnishings Group Co.Ltd(603818) and other whole house customization have also launched similar “buy it now” packages.
Suofeiya Home Collection Co.Ltd(002572) salesperson told Huaxia times, “the 39800 yuan package includes a 20 square meter cabinet, as well as a sofa, tea table, dining table chair, bed and mattress 10 piece set.” However, different from Guangzhou Shangpin Home Collection Co.Ltd(300616) , the package of Suofeiya Home Collection Co.Ltd(002572) limits the cabinet color. During this period, when the reporter mentioned that the contents of packages with the same price customized by multiple brands are similar, the salesperson also emphasized that the launch time of Suofeiya Home Collection Co.Ltd(002572) package is February, and similar packages appear in the subsequent market, and Suofeiya Home Collection Co.Ltd(002572) focuses on R & D.
Different from Suofeiya Home Collection Co.Ltd(002572) and Guangzhou Shangpin Home Collection Co.Ltd(300616) , the whole house customization package of Qumei Home Furnishings Group Co.Ltd(603818) 19800 yuan mainly focuses on the overall wardrobe combination, including the customization of wardrobe combination with a projected area of 22 square meters.
In an interview with Huaxia times, Wang Jianguo, an Internet strategy expert in China’s home furnishing and design industry, said that at a time when the development of residential real estate is tightening and the home decoration consumption market is slowing down, well-known home furnishing brands, especially listed companies, have adopted a more “radical” and “simple” way to release concessions to promote sales, which is their normal response to the current situation of the market. For some consumers who are really ready to decorate, This is the “welfare” in the severe period of the market.
the “secret” of price not rising but falling
The reporter of Huaxia times found that the “buy it now” package customized for the whole house seems to not only save the cumbersome procedures of home decoration, but also save real money for the owners.
According to the salesperson of Suofeiya Home Collection Co.Ltd(002572) whole house customization, in the 39800 yuan whole house customization package, the single product price of Chivas sofa alone reached more than 20000 yuan, “so the package price is still very favorable, because it is the cooperation price between brands.” However, the salesperson also added that the discount is conditional. You must book before April 24 to enjoy Chivas sofa. After that, you can only choose flat replacement, with the brand of Suofeiya Home Collection Co.Ltd(002572) .
In terms of sales expression, the whole house customized “buy it now” package is a sure bet for prospective customers. However, when the reporter further asked whether the style in the package could be replaced if he didn’t like it, the option of configuration upgrade appeared in the “buy it now” package. The price increase is specific to the cabinet handrail, hardware accessories, the size of additional products in the package, and even the cabinet color outside the package.
Guangzhou Shangpin Home Collection Co.Ltd(300616) ‘s in store salesperson also disclosed to the reporter of Huaxia times that the final landing price depends on the actual situation of the accessories in the package. Some customers chose the package of 39800 yuan, but the final payment price was about 50000 yuan because of the replacement of styles and accessories.
Li Fei (pseudonym), who is familiar with the home decoration industry, told the Huaxia times that the “buy it now” package is basically an open “secret” for people in the home decoration industry. “The so-called whole house customization is nothing more than a resource integration. There are many grades of products in the package price. If you want to change the configuration, you basically have to pay more. Even the cost of installing some products of the same grade separately is lower than the package unit price.” Li Fei revealed to reporters.
In view of customers’ doubts about whether additional fees will be incurred in the follow-up of the package, the reporter of Huaxia times further consulted the official customer service of Guangzhou Shangpin Home Collection Co.Ltd(300616) whole house customization on the details of the package as a customer, and promised the reporter that if the installed products are included in the package, there will be no further fees in the later installation link.
Suofeiya Home Collection Co.Ltd(002572) sales consultant also told the reporter of Huaxia times that the price of the finalized scheme is the final price, and there will be no additional cost for later installation. However, the sales added that the package does not include drawer functional hardware, drawer mirror, glass door and thickened sector. If it is temporarily installed, it will need to pay an additional fee.
alert to the “buy it now” trap
After investigation, the reporter of Huaxia times found that whether the “buy it now price” of whole house customization is real and worry free or deep remains to be verified.
The reporter learned from a consumer who recently consulted the whole house customization of a brand that he was deeply troubled by the whole house customization. The consumer wrote on his personal social account that the earliest brand had given a purchase list budget, but later when it came to handles, side sectors, reinforcement and other accessories, it was found that there were additional charges, and even some sectors were labeled, which was different from what was promised at the beginning.
“Now I’m ready to find my own carpentry. This experience makes me feel that whole house customization is simply an ‘IQ tax’.” The consumer said.
A complaint on the black cat complaint platform in March showed that the whole house customization originally scheduled with a fixed total price faced many upgrades and price increases such as handles, cabinets and drawers during actual construction. In addition, the screenshot of the complaint also shows that the sales of this brand also admitted that the “buy it now” package has the situation of “buy it low and sell it high”.
On the black cat complaint platform, there are not a few complaints about the customization of the whole house, and the relevant search results reached 1154, including well-known home decoration brands such as Suofeiya Home Collection Co.Ltd(002572) , Guangzhou Holike Creative Home Co.Ltd(603898) , Dehua Tb New Decoration Material Co.Ltd(002043) , schneiman and Quanyou home. The complaints focused on delayed installation, poor furniture quality control, long customization cycle, rejection of refund, etc.
Complaints about room wide customization. Intercepted from black cat complaint platform
Wang Yuchen, director of Beijing jinv law firm, reminded the reporter of Huaxia times that when the whole house customization is different from the contract, consumers should first carefully check the contract details. If the contract has an agreement on sector, model, etc., consumers can require the brand to perform according to the contract type; If the contract agreement is unclear and there are unclear circumstances, you can feed back to the market supervision bureau and apply for intervention.
But the reporter also learned in the interview that for some consumers, they still tend to choose whole house customization. In an interview with the Huaxia times, Dong Qi (a pseudonym), who considered buying a home in recent years, said, “although I heard that it is easier to step on the pit for whole house customization, the work is busy and there is no family around. If the whole house customization can save me a lot of time and cost, just pay more attention at that time.”
Wang Jianguo also told the Huaxia times that “for consumers, the ‘buy it now’ package is a good thing in a severe market environment. But the premise of this conclusion is to build on rational consumption and believe that these listed household enterprises are not playing the ‘routine’.”
In fact, the “inside volume” of the home industry is not only reflected in the customized “buy it now” package of the whole house.
Among them, Lin’s Wood Industry issued the notice on the price reduction of customized products of Guangdong Lin’s home furnishing Co., Ltd. at the end of March, which said that Lin’s wood industry made concessions to the product price and decided to reduce the “whole house customized bag package” with the suggested retail price of 29800 yuan to 26800 yuan in combination with the reduction of purchase price.
Some household brands have adopted the way of cooperation with real estate enterprises. During the field investigation, the reporter saw that the display board of “designated brand for group purchase of certain real estate owners” was placed in front of some brand shops, and the reporter also learned from the communication with Suofeiya Home Collection Co.Ltd(002572) salesperson that at present, many customized home brands have also successively undertaken the decoration of model rooms of many real estate projects in Beijing.
