The golden fountain, the smiling angel sculpture, and the high dome, came to the top of Xu Dong’s home store, as if there was an illusion of entering the European palace. In fact, this is a high-end furniture area created by the store.
In Wuhan, high-end luxury furniture is no longer just a little bit of a little bit, and many home stores have also integrated high-end brands to launch shopping areas. Although it seems that the door can be ridiculous, but the seller will not hesitate to pay attention to the big price of the facade, because luxury furniture is expensive, there are stores can even sell a single tube for half a year.
High profits attract more and more brands to join the competition, but how to make the appearance of the scene as clear as possible, to avoid the farce similar to last year's "Da Vinci" fraud, is also a need for practitioners.
It seems that a single order is worth a million yuan.
On Sunday, I boarded the sixth floor of Xu Dong’s building materials store, and immediately felt a lot quieter around.
At the peak of the “Double Eleven†discount, the guests downstairs in the store are very quiet. Because it is not cheap, but luxury, as a high-end furniture area, the store named it "Louvre". "Sometimes, no one has come into the store all day." Li Bo, the manager of the Rongfeng Lidovia brand, told reporters. "Even if this is the case, it must not be careless, because any negligence may miss an important customer." Li Bo said.
The reporter saw in these furniture brand stores that nearly 80% of the furniture price is in the five-digit or even higher. Unlike many overwhelming discount promotions downstairs, there are few storefronts to do activities. Even if there is, there is only a small wooden board standing at the door and saying "a real price discount", which is very low-key. A store manager told reporters that positioning high-end brands can not be discounted at will, or it is equivalent to self-depreciation.
Although it looks very deserted, its profitability is not inferior. Mr. Xu, the floor manager, said that the “Louvre†contributed nearly 20% of the annual sales to the store. Wang Hao, the manager of the planning department, also said that many furniture orders are in the hundreds of thousands of yuan, and some stores can even sell a single tube for half a year, and the order amount is as high as one million yuan.
It’s not always the best to keep your earnings closed.
Behind the hundreds of thousands or even millions of pieces of furniture, many people will ask, why is high-end furniture so expensive?
When it comes to high-end furniture, many consumers remember the "Da Vinci Incident" last July. The so-called imported Da Vinci furniture, which is very expensive, has been exposed to products that are exported to domestic sales, causing public outcry. Although it has been more than a year later, the profitability of high-end furniture is still a topic that many people in the industry are ignoring. Many brand agents contacted by reporters are euphemistic.
Many high-end furniture brand sales staff all claim that their own furniture materials are very elegant, the wood is imported American coffin, the sofa leather is cowhide and so on. In the eyes of the industry, customers buy high-end furniture in order to reflect their status, and more emphasis on the shape of furniture. Good materials are the basis for high prices, but not the most important.
A brand furniture agent bluntly told reporters: "I can clearly tell you that the furniture materials of our brand are not the best, but the price is also among the first-line brands. The selling point of high-end furniture is a status and status. The symbol of the wealthy consumer class is willing to pay for it."
Different from the impressions of well-dressed and brand-name customers, many customers are very low-key. Li Bo told reporters that there was a 60-year-old mother-in-law who went to the store to look at the furniture. The clothes were very simple, but she bought more than 200,000 yuan of furniture.
The store is everywhere, beautifully decorated and can be rented out.
Because of the high profit margin, the competition in the high-end furniture market is becoming increasingly fierce. Rough statistics, Ouyada Home has opened up high-end furniture areas in Hankou, Xudong and Guanggu stores. Actually, the home is mainly focused on imported furniture from Europe and America in Hankou. Jinma Kaixuan Home is called “10 million yuan†in Hankou North Store. Furniture appeared in Jiangcheng... The high-end furniture market can be described as "a fascinating eye." A lot of furniture homogenization is also serious. Some consumers said that even if they change the brand names, it seems that there is no difference.
The store is beautifully decorated, but the traffic is very rare, what a pity? Wang Wei told reporters that Ou Yada has tried to conduct cross-border cooperation with photography agencies and rented venues for photography agencies to take photo or wedding photos. Similar activities are not very frequent. “High-end stores need to maintain their image and maintain a little mystery.â€
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