The bed used by Chinese astronauts, the sofa used by First Class of Southern Airlines, and the round table hand-carved by Indonesian artisans... Yesterday, in a large furniture store in Wuhan, Ms. Guo, who is preparing to purchase furniture for the new house, will see every few steps. A slogan like this. However, Ms. Guo carefully took a look at the price of these furniture, ranging from one to two thousand yuan, and the expensive ones reached several hundred thousand yuan.

In the past few days, the reporter visited a number of furniture stores in Wuhan and found that many stores have opened up high-end furniture areas. In some stores, the high-end furniture area even occupies one-third of the floor. In order to attract the attention of consumers, high-end furniture has played the "concept" in unison.

During the interview, some consumers told reporters that these furniture are not as valuable as the slogan said, and they are afraid to buy furniture that was faked like Da Vinci.

Visit

High-end furniture area accounts for one-third

The international pavilion of a large home store in Hankou has a full five floors, and hundreds of high-end furniture brands are fighting here. The reporter's rough statistics found that these brands are almost all called "imported furniture", mainly in European or American style, mostly solid wood furniture. The staff of the museum introduced that they have four stores in Wuhan, and the international pavilion specializes in high-end imported brands.

Looking closely at the price tag, the reporter found that the cheapest sofa in the entire store should be about 10,000 yuan, and the 50,000-yuan dining table and the 100,000-yuan wardrobe are not uncommon. The reporter met Mr. Chen who came here for shopping. Mr. Chen lamented that he lived near this store and wanted to decorate the new house. I didn’t expect the furniture to be so expensive. The ordinary people could not afford it.

Mr. Chen calculated the account, just to buy a bed, bedside table, wardrobe, etc. in the bedroom, just look for a high-end furniture brand, the whole set of furniture to buy at least three or four hundred thousand yuan.

In a furniture store in Wuchang, the price of the product rises as the floor rises.

The staff at the store bluntly said, "The higher the floor in our store, the higher the grade of furniture." According to the staff, the fifth to sixth floors are concentrated areas of domestic high-end furniture, and the third floor is mainly mahogany furniture, and the price is relatively expensive. Below the third floor is a mid-range furniture for the average family. In other words, in this store, high-end furniture accounts for almost one-half. ”

In a store specializing in European and American style furniture, the reporter saw a sofa with a price of 500,000 yuan, equivalent to the price of an imported car. The clerk introduced, "This sofa is the most expensive in our store, combining European court and Chinese embroidery elements."

Experience

Stirring concept selling gimmick into marketing means

Where is the high-end furniture expensive? The reporter asked several high-end brand clerk to find that the most valuable marketing means to promote the selection of valuables and teachers.

In the storefront of a branded sofa, the reporter saw that the girl dressed up on the billboard was smiling with a slogan “First Class Sofa”, and the clerk also wore a flight attendant uniform to attract customers. A three-person sofa with the same shape as an ordinary sofa, the cheapest one here is more than 20,000 yuan, and the most expensive price is more than 200,000 yuan.

The store clerk said, "The first class of the aircraft and the high-speed rail commercial car are all used in our brand of sofas. You only need to buy a set of sofas to go back and enjoy the first class treatment at home every day. We sell more than just The sofa is a kind of 'enjoyment'.” The reporter asked, how to prove that this is the sofa used in the first class, the clerk said that “the airlines issued certificates to them, but the store did not show them out”.

In another store, a bed featuring the concept of "Chinese astronaut bed" is constantly being inquired. Upon entering the store, the reporter saw a certificate issued by the "China Astronaut Research and Training Center". The clerk said that the brand has been working with the China Astronaut Training Center since 2007.

"A lot of familiar astronauts have slept in our bed. Our products can simulate the state of weightlessness, allowing users to relax and improve their sleep." The clerk said that the most expensive bed in the store was priced at more than 200,000 yuan. However, the biggest sales volume is another product of more than 70,000 yuan, because this product is "more economical." The reporter experienced a bed of more than 200,000 yuan, and did not feel the feeling of weightlessness. The weight of the whole person sank into the bed, but it was difficult to turn over because it was too soft.

In the high-end furniture store areas of various stores, there are countless pieces of furniture that have been conceptualized like this. A solid wood round table, known as hand-carved by Indonesian craftsmen, and the craftsman has been working for more than fifteen years. According to the specification of a mattress, the mattress material is the same as the cushion material used in the US spacecraft. The price of these furniture is generally more than 100,000 yuan.

Secret

High-end stores parked in the parking area are luxury cars

Who can afford such expensive furniture? In the parking area of ​​a high-end furniture store in Hankou, luxury cars such as Infiniti and Cadillac seem to explain the answer – the target customers are high-end people.

Yesterday, in a shop selling imported sofas, a sofa with a price of more than 100,000 yuan was being packaged and ready for delivery. According to the clerk, the sofas in the store are all imported from Italy. The cowhide is also divided into wild cattle cows and captive cows. The wild cow cowhide is rough, so it is more popular.

The store clerk revealed to reporters that this sofa was ordered by a household in the “Royal King” of a luxury residential area in Hankou. The price of this square was nearly 20,000 yuan per square meter when it opened last year. In addition to individual consumers, the clerk introduced, another major target group is the private club. There is a private club specializing in luxury goods, ordering three sets of sofas at a time, the total price is nearly 1 million yuan.

In addition, young people with petty bourgeoisie are also important purchasers of such high-end furniture. A salesperson of a high-end bed brand told reporters that customers of all ages have a lot of young people in their twenties who have bought more than 100,000 beds. Most of these people are "rich second generation". The quality requirements are higher.

The reporter visited and found that although many high-end furniture brands are not lively on weekdays, they often sell for a million yuan.

remind

You must also see the quality when purchasing furniture.

"All kinds of 'concepts' are just a marketing strategy of enterprises. If you buy furniture, you should still see their materials, quality, and design." Qin Zhijiang, president of Hubei Province Furniture Association, said that it is not excluded that enterprises have a certain factual basis. In the promotion of a certain "concept" situation, but consumers should still regard the material, workmanship and function of the furniture as the main factor to decide whether to buy.

For example, Qin Zhijiang said, such as leather sofas, imported cowhide really wants some quality, imported cowhide in Italian cowhide is better, the sofa made with these cowhide is definitely more expensive. There is also the function of the furniture, such as adjustable, massageable, etc., which also increases the cost of the furniture, so the price is higher, which is reasonable. However, he reminded that consumers should not only stare at the "concept" thrown by the merchants, but also carefully understand the product itself, and do what it takes to make the furniture suitable for its own situation.

Qin Zhijiang believes that enterprises should not play the "concept" with one mind, and should pay more attention to the improvement of the practicality of furniture. "In the process of urbanization, farmers and urban working-class families who are settled in cities will still become the main consumers of the furniture market in the future. Their requirements for furniture are environmental protection, practicality, economy and fashion. This should be the indicator for the production of furniture enterprises. ”

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