The cost of imported furniture is huge and the cost is helpful to push the price

Taxes, transportation, rent, and labor account for 60% of the price of imported furniture. "A 'foreign' sofa with a factory price of 10,000 yuan (the sofa decoration effect map), domestic sales of 40,000 yuan, whether there is a middle Price moisture?"

According to Mr. Guo, when he recently searched for a consumer target in an imported home store, he looked at a imported leather sofa of 40,000 yuan. The shopping guide told him bluntly when recommending the product, although the ex-factory price of this sofa was 10,000 yuan. However, the intermediate links of taxation, transportation, rent, labor and so on have caused the cost to increase by two or three times. Even if they sell for 40,000 yuan, they do not make much money. Is it that the “profiteering” products in the eyes of consumers have become “difficult households”? In the face of this "cost-transparent" shopping guide, Mr. Guo was a little panicked.

In this regard, some insiders said that imported furniture with high price moisture is not without. However, the current rent, transportation, and labor costs have skyrocketed. The price of most products is 2 or 3 times higher than the ex-factory price. It is well-founded. Consumers may wish to calculate their own accounts.

From “factory” to “selling” in China, at least four major costs are required.

"Imported furniture with a price of 1 million yuan, it is very likely that there is no domestic furniture that sells for tens of thousands of yuan to earn money." In the face of the "profiteering" of imported furniture, Mr. Chen, who has represented a European furniture brand for many years, hopes to use an example belt. The answer. Mr. Wang bluntly said that the cost of adding imported furniture is very high.

Take a set of furniture with a price of 1 million yuan, and remove the cost of getting goods by about 15%. The tax, transportation, rent and labor costs account for about 60%. And it should have become 25% of the profits, and it will be consumed a little bit in the process of “waiting for sales”. If this piece of furniture is sold for half a year, it will hardly make any money.

Indeed, for the current manufacturers of imported furniture, the four levels of “tax, transportation, rent and labor costs” have almost become “magic curses”, which is the decisive factor affecting the final price of furniture. In this regard, Wang Lanyu, general manager of Super Comfort International Home, also used the status of his own brand as an example to help consumers calculate their accounts.

He said that at least 20% of the value-added tax must be paid for each purchase (17% of furniture value-added tax and around 3% of freight VAT); domestic rents have grown rapidly in recent years, accounting for 30% of the selling price; The freight and labor costs at home and abroad probably account for about 15%. Therefore, imported furniture now wants to enter China for sale, and the cost is basically low.

Some unstable factors can also cause imported furniture to “price rise”

German Weiler's upholstered furniture has been fine-tuned at the end of last year. The price of Swedish DUX mattress (mattress decoration effect map) was raised by 10%-20% at the beginning of this year, and the middle of the year will be upgraded due to product series upgrade. %-10% price adjustment... Attentive consumers can easily find that most imported furniture will be adjusted 1-2 times a year, and such "price adjustment" is caused by some unstable factors.

For example, the loss during long-distance transportation and the price adjustment of foreign manufacturers. In this regard, super-comfort general manager Wang Lanyu said that due to various reasons, the problem of furniture loss is normal, most manufacturers will use this as a reason to increase the price by a few percent to buy an "insurance" to avoid fuss in the future.

And the "additional cost" generated by the manufacturer's annual price adjustment, will the merchants also include the final price, so that consumers can pay?

In this regard, the industry said: not necessarily, this is usually done by the agent himself. DUX mattress domestic agent Zhou Wei said that they will not include the increase in the price in advance, only the manufacturers will increase the price they will adjust the price; Germany Marburg wallpaper (wallpaper decoration renderings) China region president Lu Huanzhen also said that their agents Germany's Marburg, AGENA, JAKOBSCHLAEPFER and many other high-end wallpaper and fabric brands will also carry out price adjustments from time to time. Usually, they will determine whether the domestic price increases according to the price adjustment of the manufacturers. If the manufacturers increase little, the domestic prices are basically unchanged. Marburg wallpaper has not increased in price in the past 2 years.

In addition, Super Comfort Wang Lanyu also said that the annual price adjustments and ranges of foreign factories are related to their brand awareness, raw material prices and product update speeds, which are price adjustments within the normal range. However, whether the price of the agent is adjusted according to the above fluctuations, sometimes depends on the "actual situation" and "mood" of the manufacturer.

Usually, some of the more "innocent" domestic agents in order to avoid the annual price increase with the factory price increase, the inconvenience will increase the price of the product by about 10%, to ensure that the company has a small amount of experience; Incorporate this part of the cost into the product terminal price. Because one of their most important tasks every year is to play a game of “price increase or not” with foreign factories. If the game is successful, there will be no price increase of around 8% in the current year. If you calculate the current product sold in China for 40,000 yuan, consumers will pay less than 3,200 yuan.

High-end imported furniture "benefits" or account for more than 30% of the price

Do you know that a piece of furniture with a price of 100,000 yuan may have been returned to the designer by 30,000 yuan. An unnamed villa (villa decoration renderings) designer told the author that if they helped some high-end imported furniture brands to match, they would get more than 30% of the "hard work". In this regard, most people in the industry said that the "commission" for designers is equivalent to the "promotion fee", which is common internationally. Because some hundreds of thousands, even millions of pieces of furniture, can't be sold just in the store. And after a good designer targeted "high-end consumers", the success rate of sales doubled.

So, is this “hidden cost” also to be paid by consumers? Zhou Wei, a domestic agent of DUX mattresses in Sweden, said that it is not necessarily the case, and the practices of different businesses are different. They usually don't return the designer cash directly, nor do they let the consumer pay for this part of the cost. Instead, when the designer buys a product, he will make a “promotion” in a disguised way. Of course, only designers who have been approved by them have this “treatment” and each designer has only two chances to purchase a 40% discount.