Entering September, the decoration market will usher in the golden season, and all kinds of home fairs with “one-stop shopping for furniture and building materials†will follow, but when consumers really approach, they will find that it is not the case. ! For example, the Huaxia Home Expo held last week is an example. Although there are not a few participating companies, the first-line brands that are widely recognized by the public are rare. Coupled with poor experience, vague prices, incomplete product display, etc. Less consumers complained: After visiting the home fair, they still have to go to the store to see the goods and place orders. They know how to run more. In fact, the family fair that emerged in the 1980s and 1990s was popular among the public in the early years. Why is it now widely criticized? on site The area is too small, the furniture display is disorderly. After the fall, Beijing finally ushered in coolness, which also brought the home market hot. The Huaxia Home Expo held last week also attracted many citizens for its “China Super Large-scale One-Stop Home Furnishing Sourcing Exhibitionâ€. Go. However, most citizens have said: "It’s very lively. Actually, the things you are looking for are still bought at the store." At noon last Sunday, Ms. Zhou, who had been wandering for two laps at the home fair, decided to go to the mall again in the afternoon. She told reporters that because her new house was in a hurry to renovate, she and her family also went to the mainstream store to see it. I already had a plan in mind. I wanted to have more choices in the home fair and then buy it all at once. I didn’t expect her to know. Most of the first-line brands did not appear, and the products displayed by individual furniture brands on the spot were far less complete than the stores. It is reported that most of the furniture brands in the home store have booths of more than 200 square meters, but at home fairs, most furniture brands have booths of only 90 square meters. The layout of their products is not as regular as the store, and more space is Merchants use to set up tables and chairs for designers and consumers to communicate. Due to the limited number of products displayed, many brands can only be supplemented by product catalogs. The price is vaguely avoiding the "clear price" Since the product display function cannot be fulfilled, the home fair exhibitors can only entice consumers to buy with a discount below the market price. In the Huaxia Home Expo, the reporter noticed that almost every furniture booth has a label that is eye-catching, “paying XX yuan deposit, enjoying the lowest discountâ€, but it is rarely marked on the original price of the product. For the reporters to ask about the original price of their products, the participating furniture manufacturers mostly responded with ambiguity, but they will clearly inform consumers in terms of preferential treatment. "We have a minimum discount of 8.6 fold in the store, but it can reach 25% off." A well-known merchant told reporters that although the products they display are limited, as long as the reporters pay the deposit on site, they can enjoy the home fair in their stores. Discounts, and the specialty stores in their mouth are not in the mainstream home stores. The reason is that the above-mentioned businesses admit that they are trying to circumvent the actual price of the store. Most of the exhibitors are not famous The reporter noted that the well-known home brands participating in this home fair did not occupy a majority. The reporters counted that among the nearly 30 furniture brands participating in the exhibition, one of the first-line brands accounted for less than 20%. Taking the decoration company as an example, in addition to the current decoration, the industry leader companies Dongyi Risheng Decoration, Boloni Decoration, Industry Peak Decoration, Yuanzhou Decoration, etc. did not participate in this home fair. According to the on-site shopping guide, more than half of the participating brands have not set up stores in chain stores such as Real Home, Red Star Macalline, and some brands are hardly known by the industry. survey After-sales problems, many mainstream stores "bypass" home fair According to industry sources, the five major mainstream home stores in Beijing, including Real Home, Red Star, Meikailong, Chengwaicheng, Lanjingli and Jimei Home, recently issued a consumer warning: not allowing or not supporting the brand merchants in the store to participate in some insecure Home sales fair; consumers spend outside the store, without the after-sales service stamp of the store, will not be able to enjoy the after-sales service guarantee of the store. As soon as this news was released, the China Home Expo was held soon, and this also made the industry suspect that this move actually resisted the home fair. The reason is that Liu Yang, the general manager of Beijing Chengwai Home Improvement Building Materials (International) Trading Center, explained that the Home Expo is an activity outside the store, lacking third-party monitoring, and correspondingly, if there is any after-sales problem, it does not return. The store bears. However, over the years, there have been many after-sales problems at the home fair, and consumers only recognize the brand and do not understand the operation links. Therefore, they can only find the brand dealers who are in the store or settle in the store to solve the problem, resulting in no complaints from consumers. door. "The reason why the store is so is because it has received a large number of consumer complaints in recent years, and it is necessary to prohibit the merchants from giving promises to the customers without the supervision of the store." Liu Yang said that according to the complaint cases over the years, some enterprises are not excluded from using the home. The fair dumps the second-class products and the tail goods. Because the furniture is not an instant transaction, it takes a period of time from purchase to delivery. The consumer simply cannot distinguish the quality of the furniture. When the consumer finds that the furniture has quality problems or delays in delivery, etc. The problem, the home fair has long since ended, and the seller has disappeared. The disorderly chaos has evolved into a vegetable market "Organizational disorder" is the overall impression of most consumers on the home fair. According to the review of Beijing Business Daily: The Expo has been the first priority for large-volume signings in the exhibitions of the past few days. Therefore, discounts, gifts, and lottery have become the magic weapon for the home fair, and the chaos has become an important feature of the home fair. Manufacturers pull and send flyers everywhere, making it impossible for consumers to rationally choose. In fact, most of the consumers who place orders at the home fair are rushed by the seller's “sudden priceâ€. Is the price at the exhibition really as the salesperson said, lower than the lowest discount price of the store? In this regard, the industry insiders said that whether the lower consumers are unaware, the trading at home fairs is usually impulsive consumption, consumers simply have no time to compare prices, and at the same time, it has no third-party supervision, so the "lowest price" guarantee . Liu Yang introduced that in the store, the lowest price promised by the brand is usually guaranteed by the store. If the price exceeds the lowest price of the market, the store will double back from the deposit paid by the company in advance. It is reported that all the contracts that are sold at the store have a chapter of the organizer that is covered by the store, indicating that the contract is passed through the store inspection, and all the products entering the store must submit the relevant product certificate for each batch, thereby making the market More standardized, consumers are more secure, "the lack of supervision, after-sales system of the home fair is more like the extensive management of the 'vegetable market'." Industry evaluation said. Cost too high Exhibitors are worried that they will not be able to make ends meet “In the past, the rent of the pavilion was very cheap.†An industry insider who organized a furniture fair in the 1980s and 1990s said that at that time, many exhibition halls in Beijing were more responsible for government functions and were often idle. But now it is full of various exhibitions, which has pushed up the current venue rental costs. The person in charge of a flooring company said that they had organized exhibition activities at the Beijing International Convention Center, and the venue fees reached the order of one million yuan. “The cost of exhibitions has increased year by year, but the effect is not as good as one year.†This is the reason given by many business leaders who do not participate in such exhibitions. A person in charge of a furniture brand admits that the reason why they do not participate in the home fair is that furniture is a large-scale product. Transportation and installation of exhibitions require a lot of time and manpower, material resources and financial resources. In order to attract people's attention, they also need novel design. The rent of the venue is also very expensive. The cost of all this is only for three to five days of temporary sales, which is not cost-effective. Industry Lack of service credit guarantee Consumers need rational consumption Liu Chen, secretary general of the Beijing Market Association Home Market Branch, said that the house industry, the purchase of furniture, the selection of building materials, the home industry is a large-scale slow-moving consumer goods industry, which is characterized by large expenditures, long product use time, in this special In front of the product attributes, the quality assurance and service requirements after the transaction are very high, and there is no way to complain, and the manufacturer cannot find it. Therefore, the trading form of the Home Expo will encounter great resistance in the home industry. The reason is that the home show organizer is only a simple trading platform. It does not have the services and credit guarantees of the home store carrier. Features, which are especially important in the home industry. Clear price Worried after being destroyed Wang Ye, president of the Beijing Branch of the China Wood and Wood Products Circulation Association, believes that today's home fairs are actually in the same shape as the increasingly popular online group buying parties. Big brands generally do not participate, otherwise they will be disrupted. The price system of dozens of specialty stores or store-operated stores in Beijing. In order to eliminate the high price and low discount phenomenon that has always existed in the home market in order to eliminate the high price and low discount phenomenon that has always existed in the home market, the price is set to be clear, and it is intended to regulate the home industry, facilitate consumers, and home fairs. Other trading platforms have intentionally or unintentionally interfered with this system. Auxford furniture , https://www.auxfurniture.com