Renting books and renting a house is nothing new for most consumers. In recent years, car rental services have also become increasingly popular. Compared with the old-fashioned service in the Beijing home market, the Shenzhen home market is cautious and low-key. A few days ago, a well-known home furnishing brand in Shenzhen launched a service to rent furniture, which caused a lot of attention.
How to rent furniture? How do consumers view furniture leasing? Recently, the reporter visited this and found that although the newly launched furniture rental service of the home brand looks very human, consumers have not shown very strong support, and most of them are still waiting to see. Industry insiders said that compared with the United States, the United Kingdom and other Western countries, and even Asian countries such as Japan and Singapore, there is still a large gap in China's furniture rental market. As long as the marketing strategy is chosen, the furniture rental market will have a lot to offer.
Shenzhen push furniture rental service
The gradual decline of the traditional furniture market has led many furniture manufacturers to start a different path, and custom homes and green homes have seized the market. A few days ago, a furniture service launched by a well-known home furnishing brand in Shenzhen did not work hard on furniture production, but directly optimized it in the sales process. All the furniture produced by the home brand is sold to consumers at zero cost.
How to rent furniture in the end? The reporter conducted a visit to this. It is understood that in order to serve consumers, the new commercial rental model of the home brand is more convenient to operate. Consumers only need to apply for a credit card at their designated bank, and they can rent their favorite furniture with “zero down payment, zero interest, zero handling feeâ€. Subsequently, the home brand will deduct the monthly debit from the bank's credit card and pay the rental fee. The monthly rent is only 2.5% of the total rented furniture, that is, the furniture worth 5,000 yuan is only charged at 125 yuan/month.
The reporter learned that because furniture is generally a large-scale product, the home brand stipulates that the rental period for each piece of furniture rental is two years. In addition, the customer (lessee) has the right to purchase during the lease period or at the end of the lease, and can choose to purchase rental furniture. In the lease transaction, the bank credit interest fee, handling fee, product transportation fee and installation fee are all borne by the home brand.
When the lease expires, the consumer can choose to renew the lease. The rental price for the renewal period is calculated at 10% off. After the consumer rents for 5 years, the rented furniture can be purchased directly at 1 yuan/piece. Prior to this, when the consumer rented for one year, the furniture could be purchased at a discount of 20% of the rental amount each year.
The home brand also promises to provide consumers with a nanny service and a one-stop service to withdraw furniture after the lease expires during the rental period.
“Looks beautiful†but not necessarily affordable
What is the level of consumer acceptance for furniture rental services that look so affordable and convenient? Recently, the reporter also visited this.
In the IKEA store in Nanshan District, the reporter interviewed a number of consumers who came to buy homes. Many consumers admit that they have never heard of furniture rental services before, and most people have expressed great interest in this.
In the eyes of the public, Mr. Li, furniture rental services will be a good choice for white-collar workers who often change his work. Mr. Li said that the quality of furniture in many rental houses can't keep up with now, but a piece of furniture is thousands of dollars. After buying it for two or two years, it can be sold with second-hand furniture. It is not sold at all. It is a pity that it is lost. "If you rent, it will be calculated in two years, as long as the total price is 60%, it is more cost-effective. But if the rental period can be shorter, half a year, one year, I think it is more acceptable." But more than half of the citizens In the interview, it was clearly stated that it would not choose a rental service. Ms. Wu’s views are quite representative. Ms. Wu said that the purchase of furniture is generally a requirement for home purchase. “If it is only for short-term rental, I will generally choose a cheaper one, or buy second-hand directly.â€
In the view of Ms. Wu, the monthly rent charged according to 2.5% of the value of furniture is relatively cheap, but if it is rented for a long time, it is not worthwhile. “The rent is almost 90% of the price for three years. The general sales price is almost the same. This price. Although the merchant said that the rent can be purchased for 1 yuan in 5 years, but in 5 years, it is almost 1.5 times the original price. For those of us who have a mouthful, it is definitely not worthwhile. Young people can consider it. â€
Not the prospect of Shenzhen's first market is optimistic
The reporter learned that the furniture rental service is not the first in Shenzhen. Even in China, there are already pioneers who started exploring the road two or three years ago.
It is understood that furniture leasing as a renewable resource has actually become a global green industry. In the United States, home leasing has become a norm. Usually, when many company employees work in different cities, furniture is realized in the form of leasing. Home leasing has become an important part of the service industry, and its contribution to GDP has exceeded 5%. In Japan, local natural resources are scarce, and resources are highly valued. As an industry with a large consumption of furniture, furniture recycling is more important, and home rental has been integrated into daily life. In the UK, the promotion of furniture leasing has been raised to the national strategic focus.
For example, the Express Furniture Leasing Company established in the United States in 1985 was originally limited to the state of Southern California. Later, it expanded operations in Arizona, Washington and other states, and its business scope was extended to enterprises. Housing, travel nurses, insurance housing, student housing, etc.
Home Essentials, a US company based in Delta House, Singapore, has been rolling out the furniture rental industry for more than a decade. According to reports, in the past ten years, it has experienced a series of years such as the Asian financial turmoil, the 9/11 terrorist attacks, the SARS and the global financial tsunami. The economy is fluctuating, and the furniture rental industry is still out of the blue. There is no sign of slowing down. It has been steadily growing at a rate of 5% to 7% per year.
It is understood that the US home lease has a market of 44 billion US dollars, while China's home market is 740 billion yuan, but the rental market is almost zero.
Weiyou Home, located in Shanghai, is one of the early Chinese companies to enter the home rental market. At present, the home rental company mainly provides services for hotels. In the next step, it will also target the individual consumer market and sign a 10 to 15 year home rental contract. During this period, consumers can change furniture at will, after the contract expires. Returning can even own these furniture.
According to industry insiders, China's furniture rental market has not yet been developed, and there is a large market prospect. In the next few years, China's home rental market will explode on a large scale. Some home enterprises test the water rental market. If they can solve problems such as capital and efficiency, It will be possible to fill the gaps in the market and gain huge benefits.
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