Abstract: Shanghai home appliances and home furnishings and other fields have opened "trade-in" to stimulate consumption
The 5th "55 Shopping Festival" is about to kick off. Recently, coinciding with the Ministry of Commerce and other 14 departments jointly issued the "Action Plan for Promoting the Trade-in of Consumer Goods", a reporter from the Labor Daily visited and learned that many fields such as home appliances and home furnishings in Shanghai have started "trade-in" to stimulate consumption in a timely manner. Warm up for the "55 Shopping Festival" in advance, and the discounted prices of some goods are lower than the "Double 11" in previous years.
There are several subsidies for the consumption of household appliances
"Now there are several subsidies, and after several discounts are stacked, consumers can get lower discounts. Located in the Suning Tesco store in Wujiaochang, a staff member in the ice washing area gave an example to a reporter from the Labor Daily. Take a cross-door refrigerator in the store as an example, the daily price is 10,999 yuan, on the basis of promotional discounts and factory discounts, you can enjoy a 10% discount on trade-in payment, and then superimpose the government's 10% green smart home appliance subsidy, the price is only more than 7,000 yuan, and the preferential price is equivalent to a 7% discount. "At the time of actual purchase, some products have additional renewal subsidies from Suning and the brand, and the original discount of the old refrigerator can also have a discount subsidy of dozens to hundreds of yuan, and the actual purchase price will be lower. ”
Ni Shiming, manager of Suning Tesco Wujiaochang store, said that as the weather gradually became hotter, refrigerators, washing machines, air conditioners and other equipment ushered in a consumption boom, and sales increased steadily through government subsidies, brand subsidies, "trade-in" subsidies and Suning Tesco 426 "President Price To" and other big promotion activities.
Consumers buy home appliances. Labor Daily reporter Lu Yanting photography
"The washing machine is updated more frequently. The products of integrated washing and care or washing and care are more favored by the public. The discounted price of some washing machine products is even lower than the price of 'Double 11' in previous years. Casarte staff said. Daikin, Mitsubishi Electric, Beko and other brand staff also said that with the "May Day" approaching, it has entered the "Fifth Five-Year Plan" promotion in advance, and home appliances have shown historical low prices after several subsidies.
The Labor Daily reporter noticed that in addition to household appliances, mobile phones, laptops and other goods are also the main categories of "trade-in". The recycling discount of goods such as mobile phones is more standardized.
Categories such as mobile phones have attracted attention. Labor Daily reporter Lu Yanting photography
"The old mobile phone will be evaluated by the system, and the accurate depreciation price will be given, and it can be directly subtracted when buying a new one. At the scene, a consumer handed a newer only slightly used iPhone15 mobile phone to the staff, and after evaluation, the staff replied that the price could be "traded-in" at 3950 yuan. That is to say, if you buy a new mobile phone of about 10,000 yuan, you can discount 3,950 yuan, that is, pay 6,050 yuan.
In the home furnishing field, trade-in is the first to be introduced
"This year, it is the first time that the home furnishing industry has introduced the concept of 'trade-in'. In the bathroom, mattress, sofa and other categories, many brands have launched the 'old for new' action. Chen Hao, head of Red Star Macalline Shanghai planning, said.
"We recycle according to the material of the old sofa, for example, the fabric sofa is called a 'seat bag' for a single person, and each 'seat bag' is discounted by 200 yuan, and a group of old three-person sofas can be discounted by 600 yuan. If it is a leather three-person sofa, it can be discounted by 900 yuan. Tian Li, the person in charge of HTL brand sales, told the Labor Daily reporter that when buying a new sofa, this part of the discount can be directly reduced, and at the same time, the cost of dragging the old and moving is free.
Sealy brand sales Ye Lanping told the Labor Daily reporter that usually, if consumers buy a new mattress, the old mattress also needs to be hired to carry out the old treatment, which will incur a certain cost. "The original price of a popular mattress is relatively high, and the current 'Fifth Five-Year' preheating price has reached less than 10,000 yuan. For goods with a discounted price of 10,000 yuan or more, an additional 10% of the total price will be given to the equivalent of the goods. ”
Bathroom products can also be traded-in. Labor Daily reporter Lu Yanting photography
"While the 'trade-in' stimulates consumption, the retail prices of related products have also been declining. Recently, the demand for the reform of the bathroom bureau and the trade-in of the old is hot. And according to the previous method, if consumers buy new products, the old bathroom products that are removed belong to construction waste, and they need to ask the property for help or pay another fee to be disposed of. It is difficult to find a construction team at a reasonable price for the installation of new products. Fei Wenqian, the person in charge of sales related to Arrow sanitary ware, told a reporter from Labor Daily that these problems can be solved by "trading in the old for the new". "The old products can be disposed of free of charge, the new products are installed in place to ensure the use, and the small local transformation can also be undertaken, and the overall cost is reduced. ”
Sales ramp-up provides value-added services
Shanghai Suning Tesco introduced that recently, driven by the Shanghai Municipal Government subsidy and Suning Tesco's trade-in policy, Shanghai Suning's sales reached a new high, and the number of consumers related to activities such as "government subsidies" and "trade-in" increased by more than 5%, and the overall passenger flow of the city's stores increased by more than 70%, and the sales of green and intelligent goods such as energy efficiency and water efficiency increased by 150% month-on-month. Since the launch of the event, Suning.com's single-day sales in Shanghai have exceeded 140 million yuan, of which the average unit price of products is 5,500 yuan, and the package purchase accounts for 45%.
Suning Tesco data also shows that stores ushered in a peak of customer flow, and trade-in drove rapid growth in home appliance sales. Up to now, the highest number of trade-ins has exceeded 8,000 units in a single day, and the highest single-day trade-in subsidy sales conversion has been 26 million yuan. The growth of air conditioner trade-in orders doubled, the sales of green energy-saving household appliances increased by 99% year-on-year, and the purchase orders of more than 50,000 yuan increased by 110% month-on-month.
"The life cycle of home appliances is long, but the iteration speed of new products is fast. Through the 'old for new' new policy, consumption is stimulated to a certain extent, and everyone is encouraged to realize the iterative replacement of household appliances, so that more smart new products can enter thousands of households. Ni Shiming said.
Consumers buy home appliances. Labor Daily reporter Lu Yanting photography
According to the data of Red Star Macalline Shanghai Business Development Center, since participating in Shanghai's "green subsidy" policy on March 30, the sales of electrical appliances have increased by 54% year-on-year to April 10, of which the "green subsidy" related sales account for 70% of the overall sales of electrical appliances. In terms of categories, the sales of kitchen appliances increased by 89% year-on-year, the sales of major appliances increased by 46% year-on-year, and the sales of system appliances increased by 44% year-on-year.
It is also reported that in recent years, Red Star Macalline has successively held pilot activities for trade-in of electrical appliances, bathrooms, mattresses and other products in some cities, and initially ran through the trade-in process. Since March this year, Red Star Macalline has launched the first batch of trade-in pilots in 32 stores in 15 cities across the country, with the goal of further opening up the whole link of trade-in and establishing a standardized process. At the same time, it actively connects with brand factory resources, and has reached trade-in cooperation with 15 leading home appliance brands, which is planned to be normalized throughout the year.
"The 'trade-in' in the field of home furnishing can be said to be promoted and tested in a real sense this year. Judging from the current data, it has a certain role in promoting consumption growth. While we provide discounts for consumers, we also provide certain value-added services, so that everyone can walk into the physical shopping mall to have a look, and realize the constant change in the home furnishing field. Chen Hao said that in the next step, Red Star Macalline will also promote the trade-in to "improve the quality and expand the area" in the national shopping mall system, and simultaneously strengthen the "new into the community". "Especially for the disposal of old household products, we provide free towing services, which is also a convenient measure to a large extent. At the same time, we will go into the community to promote popularization, so that more people can accept the concept of 'trade-in', and drive a new round of consumption increase. ”
Header picture: Mattresses and other household products are the first to recommend "trade-in". Labor Daily reporter Lu Yanting photography