In November 2012, the furniture "trade-in" campaign led by the Beijing Municipal Commission of Commerce was piloted for one month, and the results were remarkable. On July 1 of this year, the furniture trade-in campaign was held again. This time, it not only expanded the scope of activities, but also refined the standards and procedures. With the arrival of December, the event has basically entered the final stage, but some consumers report that he has not received a 10% furniture subsidy. Is this a case or is it widespread?

 

 

The "trade-in" campaign stimulated and stimulated consumers' enthusiasm for purchases. This year's 30% increase in brand sales was brought about by "trade-in". It can be seen that although the 10% subsidy for individual consumers has been delayed due to incomplete information and other reasons, in general, "swapping the old for new" is indeed a good thing for the common people and the merchants, as long as the direction is correct. Difficulties will not be an obstacle.

 

"Trade in for the new" helps performance climb

 

Since the implementation of the "trade-in" policy on July 1, the city's furniture sales have been increasing month by month, of which the "trade-in" furniture sales increased by 70% in October compared with September.

 

According to the latest data released by the Beijing Municipal Commission of Commerce in November, in October, furniture "trade-in" sales reached a new high. 11 furniture sales enterprises in this city sold 45956 pieces of furniture in "trade-in", and the sales value of trade-in was 320 million Yuan, accounting for 37% of the total sales of four types of furniture. Sales of four types of furniture increased by 11% year-on-year, and all furniture increased by 6% year-on-year. However, the data on consumers receiving subsidies was not mentioned in the announcement.

 

It is a rare case that subsidies are not received

 

Wang Ningning, deputy manager of the operation and management department of the Actual Home Group, said that they strive to provide subsidies to all consumers who meet the conditions for payment. As of the end of November, the home actually accepted a total of 35,000 applications for furniture trade-in, and 17,000 subsidies have been received, accounting for 48.6% of all applications. Orders without receiving subsidies are due to the fact that the new furniture has not yet been delivered, and the old furniture has not been handed over to the brand merchants for recovery.

 

Ding Ping, manager of Jimei Home Furnishing Marketing Department, said that some customers complained about the cumbersome procedures of “swapping the old for new” and some consumers failed to receive the subsidy in time. "Our staff found that many customers' information was incompletely filled in when they compiled customer information, which slowed down the workflow of the entire activity. In this regard, Jimei is considering the establishment of a special 'trade-in' department to focus on solving the activities. Difficulties encountered, "she said.

 

Cause investigation

 

Assumption 1: The sales company has not paid in advance?

 

It can be learned from the relevant policy documents of “swapping the old for the new” that the 10% subsidy paid back to consumers for this year ’s activities will require advance payment from the sales enterprise. In the early days of the "trade-in" campaign started in July of this year, some sales companies were afraid of the "fake singles", so they first advanced the policy of subsidies, which made them feel a little stressed. So some consumers have not received the subsidy in time, is it related to the sales company's reluctance to advance in advance?

 

It is understood that at present, sales companies are implementing the principle of “advancement of advance subsidies”. Song Xiaoting, assistant to the President of Top 100 Furniture, said: "The company does feel a certain amount of pressure on the" advance advance "requirement, but we only sell our own brand products, so the probability of false orders is almost zero. The overall control of the activity is higher. "

 

In addition, the review process of this trade-in campaign is much stricter than last time, and the chance of fake orders is relatively small. Wang Ningning said that the 17,000 subsidies currently received by the consumers of the Home have been paid in advance by the Home.

 

Hypothesis 2: The process is cumbersome and the order is met?

 

This year's "trade-in" process is mainly divided into three steps: the first step is the application phase, including signing the contract, paying the full amount, obtaining the invoice, filling in the application and recording information; the second step is the hand-in phase, which requires new and old, Retain the recycling union; the third step is to receive the subsidy phase, requiring consumers to go through the procedures and related materials.

 

According to the sales staff of a brand, according to the normal process, after signing the purchase contract, the customer usually needs to go to the store to sign for the second time and submit the contract copy, invoice copy, ID card copy, original recovery voucher, etc. to the sales enterprise for application The subsidy process is cumbersome. At this time, if some brands replenish orders, and place orders to a certain number before handing them over to sales companies, the time for applying for subsidies will be longer.

 

Hypothesis 3: The link is wrong?

 

The 11 sales companies have different regulations on the timing of the subsidy payment. The time for consumers to order products, the time for merchants to send old furniture to designated locations in the store, and the time for merchants to organize the declaration of subsidy information will all affect the efficiency of subsidy distribution.

 

The staff of the home department of Shilihe Store actually said: "We calculate the time according to the time the merchant gives the information, and we can only refund the customer one month later. If the merchant submits the information slowly or the information is incomplete, it will affect Rebate time. "Consumers can call the store to check which step their order has progressed through the contract number of the furniture they purchased.

 

Assumption 4: No third-party constraints?

 

Recently, we have consulted on the issue of “10% subsidy is not paid within the time promised by the sales company”. The other party said that there is no compulsory requirement and corresponding punishment policy for the time of the subsidy payment for this furniture trade-in activity.

 

Unlike home appliances that “replace old products with new ones”, many types and types of furniture products have a strong specificity. In addition, the incomplete information filled by consumers increases the difficulty of reviewing subsidies. In the interview, some consumers who participated in the furniture trade-in campaign expressed that they hope relevant departments will make mandatory requirements for the timing of the subsidy payment. (Editor: Peter)

 

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