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With the advent of the decoration season, furniture and building materials group buying trend is intensifying, and many consumers are very buying, every weekend will see many netizens rushing to the group buying site, the picture is a low price. However, are group purchase prices really cheap and affordable? Just over the past weekend, the reporter participated in a large-scale comprehensive group purchase organized by the building materials group purchase network as a decorator. After comparing the prices, it was found that the prices of certain products with the words "group purchase" and "special supply" are almost the same as those in the store, and the group purchase price is not as cheap as people expect.
"Group buying" is a new type of shopping method that has been born in the information age, that is, netizens who have household consumption needs register through the website to gather together, and then go to the home store or home brand dealer to buy goods together, the purpose is to increase the purchase volume, To get special discounts like "wholesale prices" given by merchants. Achieve a win-win situation between merchants and consumers through small profits but quick turnover.
The reporter learned that the current sponsors of group purchases of furniture and building materials are usually three forms: home furnishing websites, home stores and furniture building materials brands. About half a month before the group purchase is held, the organizer will inform you through the Internet and so on, soliciting consumers to participate. Consumers can log in to the webpage before the deadline, enter the name, cell phone number, community name and other relevant information to confirm participation. Some group purchases do not need to register, just go directly to the scene on the day of the event.
In the form of discounts, large-scale comprehensive group purchases usually invite "bargain masters" to host on-site, bargain hunters cleverly bargain with the merchants, claiming to squeeze out the price moisture, and striving for the highest interests for consumers; merchants take turns, Self-promotion, lower the discount rate and increase the number of gifts under the "intimidation" of the bargain hunter. Every time the merchant finally set a "loss price", the scene will cause warm applause and applause. The special group purchase organized by most furniture and building materials brands eliminates the bargaining link and directly indicates the discount. Consumers decide whether to purchase based on the discount rate.
â– Group purchase record
On May 4th, the reporter searched Baidu for the words “buying home furnishing building materials†and saw more than ten pieces of recruitment information for different group buying. On the page of "Beijing Building Materials Group Buying Network", you can see attractive words such as "the most bargaining bargain" and "the lowest price in the same channel". After entering the relevant information to register, the reporter decided to participate in the large group purchase held on May 8th by the website.
1 Full scene
On May 8, the reporter went to the event site and found that the hall was already full. A stage was set up directly in front of the scene. Merchants who participated in the group purchase came to the stage to publicize, and the host helped to bargain. On the four sides of the event, there were booths of exhibitors, covering categories such as tiles, floors, cabinets, and many other well-known brands. Merchants usually only bring individual samples or partial plates for display, and the rest of the products only indicate the model and price through the brochure.
2 Ruthlessly "bargain"
On the stage, the host explained the purpose as soon as he opened: "Today's goal is to hope that the discounts of merchants will break through the strength of May Day!" In the face of brand representatives, the host seemed to be merciless when he cut the price.
A cabinet manufacturer representative introduced the product after taking the stage, but was interrupted by the host and asked: "How much does this May 1 sell?" The cabinet manufacturer replied: "May 1 this product sells for 1450 yuan per extended meter." After that, The host began to bargain frequently. Under the sharp offensive of the host, the cabinet manufacturer gave a price of 1350 yuan per linear meter, and presented an unlimited number of pull baskets, bowl baskets, 4 air pressure supports or 1 free stop, as well as Jiuyang Soymilk, press Juice machine and beautiful microwave oven. In the meantime, whenever the manufacturer showed rejection, the host seized the microphone in his hand so that the manufacturer could not excuse it.
3 Pursue the price bargaining
However, bargaining is not over. The host also asked: "We all know that the water pipes and gas pipes in the kitchen are not good to be exposed outside. It is best to use a countertop or cabinet board to guarantee. Can you send it for free?"
The cabinet manufacturer was a little angry and ruined: "Just sent so many things just now, and we still have to guarantee it? We rely on the guarantee to make some money ..." The host said, "Don't give me nonsense! If you say nonsense, you will step down without taking you. Bargain! "The cabinet manufacturer compromised:" That line, we will only be limited to this day, send cabinet panels or Taiwan bread tube, we will be limited to today only one day! "Finally, the cabinet manufacturer dejectedly stepped down, the host bargained Winning all.
Regarding the bargaining process, consumers in the audience have also mixed opinions. An elderly lady said, "It was cut too hard, and the little girl of the factory was about to cry, but in the end, it was good to give so many things!" And a middle-aged man was more rational: "The same type of cabinet, in Sihui and Guanzhuang may only have seven or eight hundred yuan per metre. Although they are sent here, they are all paid by us! "
4 Price comparison is now "prototype"
The reporter noted the group purchase price of the special-purpose products launched on the same day for a certain brand of ceramic tiles and custom furniture, and went to the nearby Red Star Macalline and the actual home for comparison.
On the day of the group's purchase of the brand's ceramic tiles, the autumn fragrant stone products are available for 20 square meters at a price of 1980 yuan; the original price of a certain model of imitation jade is 480 yuan / square meter, and the special supply price is 198 yuan / square meter; Yuan / square meter. The sales staff informed that they would go to their store at the headquarters of Minlong Ceramics to buy the product.
The reporter saw in the building materials museum of Shilihe Store, which is the actual home, that the price of the products of the same brand and the same model is exactly the same as the price of the group purchase site.
A certain brand of custom furniture said at the group purchase site that the price of special solid wood particle board products was 179 yuan / square meter, and designated to go to a business office building next to Jinsong Bridge to see samples. The reporter found at Red Star Macalline that the original price of this product was 359 yuan / square meter, usually 5.4 yuan after discount of 199 yuan / square meter, and can continue to enjoy the May Day activities that day, that is, 10,000 yuan less than one thousand, and the total purchase price is 9.5 percent, The final price is 170 yuan / square meter.
â– Reminder
Try to go to the physical store to place an order
"Miscellaneous brand" products confuse the audiovisual discount condition
Consumers with poor bargaining power, busy work, and little understanding of the industry should do enough homework before participating in group purchases. For example, to understand the price system of a certain brand, to be familiar with its daily price, and to avoid impulsive consumption at the group buying site. Consumers are advised to ask where the brand ’s physical store is when participating in a group purchase, and whether they can go to the physical store to place an order at the group purchase price.
"Miscellaneous" products confuse audiovisual
There are many "miscellaneous brand" products in the furniture and building materials industry, and a large part of them do not have independent factories and stores. They often rely on some so-called professional group purchase websites. These merchants do not need to provide relevant qualifications, they only need to pay a certain amount of advertising costs to the website, and then start to call the group members to purchase, as their best time to increase popularity and increase sales. But for consumers, many informal organizers have not conducted a thorough investigation of the brand merchants participating in the group purchase. Although the price is much cheaper than the branded products, the quality and service cannot be guaranteed. Once the after-sales problem occurs, consumers often find that their people are empty and unable to contact.
Conditional discount
In the group buying activity, in order to increase the sales volume of products, many merchants will attract consumers with ultra-low prices, and even use consumers' bargaining psychology, deliberately leaving the price room for consumers to "cut", allowing consumers to After successful bargaining, it was both ecstatic and exhausted, and naturally ignored the after-sales service of the product. Some group purchase organizations will also inform consumers that they can only enjoy the group purchase price when they reach a certain price and number of people after receiving the full payment, and they also need to add a series of additional services such as delivery fees and installation fees. The final result is wool Out of the sheep, the group purchase price is not lower than the market price.
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