Taxes, transportation, rent, labor, four expenses
60% of the price of imported furniture ---
“A 'foreign' sofa with an ex-factory price of 10,000 yuan is sold at 40,000 yuan in China. Is there any price moisture in the middle?â€
Last week, reader Guo asked questions from reporters, hoping to understand whether there is still a “virtual high†phenomenon in the current domestic market. 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.
Four factors, taxes, transportation, rent, and labor, digest the imported furniture "profiteering"
â—From “factory†to entering “sales†in China
At least four major costs
"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 salesâ€. 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 cursesâ€, 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.
â— Partial instability
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 mattresses was raised by 10%-20% at the beginning of this year. In the middle of the year, the price adjustment of 5%-10% will be carried out due to product series upgrade. ... careful consumers can easily find that most imported furniture will be priced 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, they will only adjust the price when the manufacturers increase the price; Lu Huanzhen, the president of Germany Marburg Wallpapers, also said that he is the agent of Germany Marburg, AGENA, Many high-end wallpapers and fabric brands such as JAKOB SCHLAEPFER will also make price adjustments from time to time. Usually, they will determine whether the domestic price will increase according to the price adjustment of the manufacturers. If the manufacturers increase little, the domestic prices will not move at all. There is no price increase in the year.
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.
â—High-end imported furniture "benefit fee"
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. A villa designer who asked not to be named once told the author that if they help some high-end imported furniture brands to successfully match, they will 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.
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