"Old trade" old furniture worth the original price

In recent times, the furniture industry has seen a renewed interest in the idea of "old-for-new" trade-in programs. Unification International Home recently announced a new initiative called “New-for-New,” reviving a concept that had been quietly on hold for nearly two years. This move brings back the topic of furniture renewal, which was once promoted by the Ministry of Commerce and Beijing Municipal Commission of Commerce in early 2012. At that time, major furniture retailers launched aggressive “new-for-new” campaigns to boost sales, but the policy’s delayed implementation led to the gradual decline of these activities. Now, with Unification International Home reintroducing the idea as part of its 4th Anniversary Celebration, many are wondering whether this is just another marketing stunt or a genuine effort to reshape the market. The company, known for its comprehensive range of home products—spanning European and American-style furniture, solid wood, panel furniture, soft furnishings, wooden doors, and more—has launched this event as one of its “Twelve Special Offers.” The “New-for-New” program allows customers to purchase any product at 50% off for six months and then replace it with a new one after 10 years. According to the company's representative, even furniture used for a decade will still be valued at its original price, meaning customers can redeem the full amount they spent. To further attract buyers, the promotion also includes a “Buy 10,000 Get 20,000” discount, along with special packages and gift raffles. However, promoting such a program today is more challenging than it was two years ago. The concept now leans more toward “furniture preservation,” as the high-end solid wood furniture sold by Unification International Home is designed to maintain value over time. The company, operating 781 stores nationwide, has pledged to honor the promise in contracts, ensuring customer confidence. Unlike previous attempts where consumers would receive rebates for returning old furniture, this new approach doesn’t involve recycling or disposal costs. Instead, it focuses on long-term value and customer satisfaction. Industry experts remain skeptical, noting that without government support or subsidies, large-scale furniture trade-ins are unlikely to succeed. Still, with its strong brand presence and strategic timing, Unification International Home may be onto something worth watching.

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