Year of the Dragon cabinet "up" sounds will rise every time the market will be questioned

In 2012, home companies that had struggled from the "winter" in 2011 had not yet had time to recover their vitality, and the market had already sounded "up". In general, during the holidays, companies will release preferential measures to carry out price reduction promotions. At this time, they have “buzzed up” and it is inevitable that they are somewhat unexpected. The reporter used the overall cabinet brand as an entry point to in-depth explore the price trend of the home industry.

Rising or not rising This is a problem Reporter visited the store of Red Star and found that many cupboard brands have indeed increased their prices, or have plans to increase prices. However, unlike the "buzz" that ** said, there are also some companies that are concerned about the market situation and are undecided about whether they "rise or not rise."

Some cabinet brands clearly stated that due to the “rigid cost increase,” price increases “must be imperative”. In a telephone interview with a reporter, a company boss stated that “Because of the increase in the cost of raw materials and logistics, we are prepared to make a price adjustment in the first half of the year.” The reporter visited the store and a solid wood furniture brand also received a clear message: Every January 1st the price will be raised, and this year it has also increased its price, or about 5%.

When the reporter visited the cabinet brand, he discovered that some brands were concerned about the difficulty of the market, and were afraid that once again affecting the sales of the product, it would be even worse. Therefore, they expressed great caution on the issue of price increase. A whole cabinet brand official told reporters: “The price will be fine-tuned after the Spring Festival. The new price list has not yet been finalized. To take care of the market, a large-scale promotion will be done before the price increase.”

There are also some companies that have taken a wait-and-see attitude towards the issue of whether or not the cabinets will rise in price. A European and American home furnishing brand interviewed by reporters said: whether the price increase depends on the market's response, if the market can accept, it will slightly increase the price; if it is unacceptable, in order not to lose customers, the product does not increase prices, but through the internal operation The pressure to digest costs.

The rise in corporate voice costs is the main reason for price increases. Related cabinet companies have stated that the increase in rigid costs is the main reason.

"The market did not do well in 2012, and our price hike is also a last resort. Raw materials, logistics fees and workers' wages have all increased significantly. After superimposed on each link, the overall cost has increased significantly. Therefore, furniture will inevitably have to rise in price." The cupboard brand official told reporters that "there are different series of products, ranging from 5% to 10%."

An industry analyst believes that for the furniture industry, raw materials, store rentals, store opening fees, labor costs, and logistics costs have all increased significantly, and the continued increase in costs will undoubtedly squeeze the company's gross profit margins. The analyst estimates that not only the prices of cabinets, other furniture, building materials, paint and hardware products are likely to rise in 2012.

There are also industry experts who believe that the reason why the market is “shocking up” is not just a matter of cost, but also a part of the reason is that it uses the mentality of consumers to “buy up and not buy”. The prices of items must be tight, and the price reduction is lacking. In today's bad market, the industry's "price increase" call has, in part, been to cater to the consumer psychology and heat the 2012 home market.

Experts have questioned the unwise behavior of price increases. “The increase in costs is a fact, but direct 'price increases' will directly transfer the cost pressures to consumers. It is unwise to be unwise and not a long-term solution,” said an expert from a certain furniture association. “The price increase is not the only way out. Whether the consumer accepts depends on the inspection of the market.” The expert thinks: In 2011, the overall form was not good, and the market form had already shrunk. At this time, the price increase was very inappropriate. . In fact, companies can reduce cost pressures by developing new products, integrating channels, and so on, instead of simply raising prices.

This view was also confirmed by the reporter's visit to the home market. An overall cabinet brand manager, Li Yan, said in an interview with reporters: “If prices increase, consumers will be less, and the market will not do well. If prices do not increase, business cost pressures will indeed be relatively large. After an internal study, they decided to celebrate the Spring Festival. After the price rise 10%." Lee ** said these words when he was a little heavy.

Consumers have no choice but to pay more. Consumers are more cautious in the face of the overall rise in the cabinet industry. Does the consumer "buy it"? Some citizens said in an interview with reporters that they had little effect. "Now the home is not renovated, so rarely go to the furniture store," Ms. Liu told reporters that buying a set of furniture can be used for many years, the price increase will not have much impact, but people reduce the frequency of updates only.

However, the public Mr. Ma was a bit unhappy, he told reporters: "The home to be renovated, this time is concerned about furniture. Furniture rose too much, then had to give up the big brand, choose a better quality of small brand products."