How Much Gold Is Left In The "Nominal Discount"?

Nowadays, it is the peak of season change. Many consumers who pursue "brand" think of top grade discount stores, 365 discount squares, disconte discount square and other famous discount stores.

Compared with the coupons and promotions of major shopping malls nowadays, famous discount stores have gradually lost their original advantages.

More and more ordinary income groups have to meet the consumer psychology of famous brand, which has led to the opening of the discount stores such as Je Ssha O Teles and the discount store.

Some street stores also blindly follow suit and hang up the "brand discount" sign.

Then, is this widely replicated business model bring benefits to consumers?

"Famous discount shop"

Like miscellaneous special stores

"The season has changed, and I want to buy some clothes, but these names are not too old, but the price is too high." Mr. and Mrs. Ma, who are preparing to leave empty handed, at the top quality discount Wukesong store in Beijing, said: "we have also been here for a long time, and there is really no suitable one."

Another Mr. Hu, who worked in the office, told reporters: "these styles are basically the old ones a few years ago, and the price is reduced to three hundred and five hundred yuan."

A few days ago, when we first came to Beijing, we first hit the top five discount stores of famous beauty products, and found that the main brands here are domestic brands, and few brands can be seen.

Some consumers say that any brand that can be bought in any shopping mall is called "top quality", which is somewhat fetched. Even consumers say that it is like a "special brand store".

"Last time I came here to buy a coat, I went back to find it damaged." Miss Chang, who used to come here to wash clothes, told reporters, "I want to change it and have no goods, so I have to return it."

But I am so upset that my impression of this place is also greatly reduced.

Later, when visiting some other famous discount shops in Beijing, a large part of the products were obsolete, and quite a few of them were produced in Guangdong, Wenzhou and Fujian. There was little fame and the price was not as low as most people thought.

In addition, many commodities simply indicate "forty percent off" and "thirty percent off" discounts, and the original price is not known.

Cheap is not cheap, the key is supply.

"I hope we can get more new products, not necessarily just listed."

A salesperson for the top quality discount Wukesong shop said.

The salesperson replied, "this is more difficult, because the discount price of a discount store is reflected in the sale of outdated products. If you enter new products, business is difficult."

Mr. Wang, who plans to join a brand discount store, clearly points out that the source of goods is a big problem that plagus discount stores.

At present, there are two kinds of goods in discount stores: first, buyout, namely, buyout of goods; two, joint venture, that is, leasing shops to merchants for profit, which is not materially different from the current department stores.

Domestic businesses want to be international brand discount stores. Most of them buy buy-out products through domestic agents. Therefore, the supply of goods is unstable, and they often break down.

Because the goods were not taken directly from the manufacturers, the price of some famous brands was still high even though they were discounted, and the source of joint ventures was even more unstable.

In contrast, the famous discount stores abroad are actually "factory outlets", usually having the famous world first-line brand, though they are over season and broken code products, but the goods are fast enough and all goods are not faster than half off.

Moreover, in foreign countries, famous brands like Adidas have special discount product design and production teams, which produce the corresponding quantity according to the order.

Abuse of "nominal discount"

How far can we go?

Because of the immature development of the "outlets" format in China, the supplier has not attached enough importance to it. The number of suppliers offering this service is very small. Many discount stores are forced to recruit some two or three line brands to cope with the shortage of goods and the pressure of breaking the code.

This result will inevitably lead to adverse effects on the consumer population, resulting in a decline in efficiency, and the decline in efficiency will force individual businesses to act in a false and honest way.

Moreover, more and more businesses are playing the banner of "name discount", such as "furniture brand discount shop", "cosmetics brand discount shop" and so on.

Blindly follow the wind, inevitably mixed.

In addition, most of the famous discount formats in Beijing and Shanghai are in the ruthless central business district.

Because the major shopping malls continue to hold various discount promotions to win customers, discount sales such as season change, modification, celebration and festivals can be said all the year round. Under such circumstances, it is difficult to display its unique price advantage in the middle famous discount stores.

Industry experts said that the name discount shop name does not conform to the reality has become a kind of ethos, most of which are borrowed from the concept of "OUTLET".

With consumers' understanding of this format and the increasing number of competitors, there is bound to be a large-scale reshuffle of discount formats.

//cn.jxmmtv