Fictional Price, Gome, Parkson And So On.

Following the naming of Carrefour and so on, the NDRC yesterday publicized a number of business enterprises with price deception, Gome and Parkson. Department store Retail companies are on the list. The development and Reform Commission said that some commercial and trading enterprises had the existence of preferential discount price higher than the original price, the rebate promotional price was higher than the original price, not as good as indicating the additional conditions and other price fraudulent acts, deceiving, inducing consumers to deal with them, and harming the legitimate rights and interests of consumers. The State Development and Reform Commission has instructed relevant local price authorities to deal with them severely according to law, and ordered them to make corrections, with a maximum penalty of 500 thousand yuan.

Most of the companies yesterday said they were not allowed to respond, but there were also those who complained. Reporter survey found that, under the joint mode of deduction, the commodity ex factory price has been quite high, and commodity pricing power is in the hands of manufacturers and agents, making department stores difficult to manage the original price, and more. Brand dealer Direct replacement of barcode, false price, etc., from merchandise to factory sales, the overall industrial chain there are many price management loopholes.

The three type of fictitious original price is called the roll call.

In the enterprises exposed yesterday by the NDRC, the basic "crime" can be divided into three categories. The first one is the "preferential discount price and the rebate promotional price higher than the original price". For example, the Shanghai real estate Plaza Co., Ltd. in the promotional activities of Cardenal brand women's shoes, marked 25% off sales, preferential discounts at 576 yuan per pair, the actual price before checking is 468 yuan, and the preferential discount price is 108 yuan higher than the original price.

The second is "price reduction." Promotion The fictitious original price, for example, Beijing Baisheng Commercial Development Co., Ltd., marked the original price of 1199 yuan and 15% off sales in the event of price promotion, and the original price should be 1019 yuan before checking the price.

The third one is the "unconditional marking of the additional conditions in the pre paid amount promotion". For example, Wuhan Baofeng Gome Appliance Co Road store launched promotional activities, claiming that 50 yuan to 200 yuan, 300 yuan to 800 yuan, did not indicate the amount of prepaid use of additional conditions.

The development and Reform Commission said that the above acts violated the fourteenth provisions of the price law, which should not be used by operators to "deceive consumers or other operators to engage in transactions" and "prohibit price fraud" by using false or misleading price means, which constitute price fraud, especially the illegal activities of preferential discount price higher than the original price, and the promotional price of coupons higher than the original price.

Yesterday, the NDRC named the company for an interview, and Parkson and the new world mostly refused to be interviewed because of inconvenient response and unclear status. An official official of Gome said that this is only a case. After understanding, Wuhan store had been reinstalled in April. When the relevant personnel of the store concerned released the above promotional information, they ignored the information of the terms of use, and the company would impose penalties on the shop.

Mr. Chen, the person in charge of Shanghai land Plaza, told reporters: "we were unfair in the promotion of Cardenal's brand women's shoes. We had done a promotion before. The original price of the product was 700 yuan. After this promotion, it became 468 yuan. After that, we carried out another promotion. According to the original price of 700 yuan, the discount price was 576 yuan. So 468 yuan is not the original price, but the last promotion price.

　　 General merchandise industry calls for mode reform

"The products of our garment manufacturers must enter the department stores through agents, and calculate the rent of intermediate links and department stores, the point of deduction and the cost of manpower. The price of a garment must be at least 6~7 times the cost to ensure that the garment factory can make money, which will result in the first high price fixing." Mr. Zhang, who has been engaged in garment industry for a long time, revealed.

After entering the circulation link, because the distributors in different regions are different, the price increase will be different. Sometimes the price of East China and North China will not be unified. This will cause the price to float second times. After entering the department store, the brand quoted price to the department store, and the bar code made by the brand manufacturer itself was hung on the clothes, and the whole store uniform price tag was made by the department store.

"Some unruly brands will prepare some separate barcodes and use their own brushes when they brush the price, which is different from the open price. This will also create false prices. " A department store operator said this would cause trouble to department stores. A senior manager of a well-known department store told reporters that the sales promotion rate was fixed by department stores in the discount season, but whether the original price was geometric or in the hands of brand dealers, the higher the original price, the more profits the brand owners would make when the discount was certain. The person also said that there were too many goods in department stores, so many department stores implemented department management system instead of single product management system, so even if department stores suspected that some brands were cheating, they could not be transferred to the original price in computers, and it was too much manpower and material resources, so the department stores could hardly manage. In the past, there was a garment with a price of 1700 yuan in the industry. Because the salesperson problem of branding salesperson increased the original price to 3500 yuan, and finally participated in seventy percent off activities of department stores, the market price was 1000 yuan.

The above series of links can cause price problems. department stores Most of them said that the market lacks the price management mechanism and management personnel, and the relevant laws are not perfect for the promotion and pricing. At the same time, even if it is dealt with some dishonest brands, it can not be eliminated. For example, if there is a problem with the salesperson, the department store at most asks the brand to replace the salesperson, but this is still changing the soup, although some department stores say that the unruly brand can be evacuated, but for some of the better selling brands, the department store is "reluctant to leave".

"The most fundamental problem in the department store is the mode. Under the joint operation point, Chinese department stores do not have their own brands. This will certainly give the pricing power to the brand side. After entering the department store, the brand goods will inevitably increase the price and make the original price for more profits. The department stores will also be forced to drive the problem enterprises out of the shopping mall again due to the point of deduction, so they will go into a vicious circle again. Therefore, it is necessary to put an end to the false prices and make the whole industry reform, but this will be very difficult. Time rich financial consumer analyst Lim Po analysis.