Consumers "Do Not Buy," The Mall "No Discount" Hidden Mystery.

Is there any way to squeeze water away?

"No activity, no discount". Discount "And" we sell it at a real price "... Ever since " May day "After the small holiday, the major shopping malls in Shanghai have not been discounted for several consecutive weeks. At this time, do not say that the spring change of season has hung up the "half off" or even lower discount labels, even if they are just listed on the summer wear, there is generally about 11% off of the discount; and from Friday to Sunday rest days, many stores will also have short-term themes to make profits. Promotion It has launched activities such as "full 200 minus 100" and "full 300 minus 150".

Reporters visited the market for several weeks and found that today's shopping malls are very close to the word "discount" and "special offer". Many salesmen admitted that some departments concerned had investigated several "promotional prices higher than the original price" in the past few days. In order to avoid violations, they could only implement full price sales. However, in the face of the "wild" price of some clothing items, there is no discount price, which makes consumers somewhat unable to eat, and some shops are too expensive because they are too expensive. From this point of view, "no discount" calls for a new pricing mechanism.

　 Some brands lower the selling price.

Not all brands can carry high prices without discount. "Do not lower the price, not sell," said a salesman at a shopping mall in Nanjing East Road. Reporters saw that the brand's products are now tagged with new labels on the old label, which is half the price of the old label. The salesperson admitted that since the launch of the real sale, the factory has adjusted the price. "We used to take part in the promotion activities in the shopping mall for a long time. Sometimes it was" 300 minus 150 "and sometimes it was" 200 to 200 ". In fact, it was almost the same price. Now that we do not promote sales, we will simply adjust the price tag, or the price is too high. Who will buy it? "The salesperson also revealed that the business of the shopping malls that had been investigated had been greatly affected, and other shopping malls were worried about the rest of the day. Therefore, the marketing method was quickly adjusted, and all discounts and promotional activities were cancelled.

Reporters noted that because many of the products were still "discounted" in the factory, there were many "water" in the factory price: in the summer wear of the season, the price of the dress reached six hundred or seven hundred yuan, and the T-shirt was four hundred or five hundred yuan for each piece and six hundred or seven hundred yuan for a pair of sandals. Many consumers call the price tag "too expensive", and some salesmen confessed that since no sales promotion, "things are hard to sell".

Under such circumstances, some products began to lower their prices, of which footwear was the most obvious. In a shopping mall on the middle road of Tibet, the original price tag of the factory which was originally stuck to the spring shoes was not visible, instead of the blue price tag, which was uniformly distributed in the mall. The price of the product which was generally priced above 500 yuan was about three hundred or four hundred yuan. The salesperson repeatedly told reporters that this is a "real price" rather than a "discount".

The same brand and the same price but different phenomenon also appear on the market, some products in different shopping malls, the actual price has appeared dozens of Yuan gap. A salesperson explained that in the past, even if the factory price of the same brand was the same as that of the brand, but the sales promotion activities at each shopping mall were different, the final actual transaction price was also different. Now, after the implementation of the "real price sale", the real price will be determined by the shopping mall and the brand itself. Naturally, it will not be the same. "Otherwise, how can we buy three more goods?"

Under the supervision and exposure of "false discount" by the regulatory authorities, the shopping mall began to return to the "old road" of real sales. But in this case, consumers also hope that the new "real sale" can progress more than before. For example, the original factory price of the same brand and the same style goods in different shopping malls is the same, but now, because of the agreement between the shopping mall and the brand, the "unified price" which has been welcomed by consumers has loosened. In the view of the industry, manufacturers can still implement a unified real price sale in the shopping malls, and the difference between different shopping malls can be realized through the profit sharing between shopping malls and brands. In this way, the real sale can give consumers a more clear consumption experience.

Promotion mode needs transformation

Although the discount labels are missing, some brands will give consumers a discount when they are asked by consumers, and there are many names.

In a shopping mall in Zhongshan Park, a salesperson of a clothing brand told reporters that if there was a shopping mall membership card or a brand membership card, it could play 10 percent off on the "real price"; in a shopping mall in Changshou Road, a salesperson of a clothing brand said that the dress that the journalist was looking at was the old one last year, and it could play 60 percent off on the label price of the factory. "These discounts can be clearly marked out. Why do consumers say when asked?" facing the reporter's inquiry, the salesperson expressed his reluctantly: if he was not careful to violate the relevant regulations, he would have to collect all the discount cards. "In fact, our prices and discounts are all input into computers, and can not be easily changed, and will not be discounted arbitrarily."

The manufacturer's initiative to lower the factory price and remove the promotional labels from the shopping mall proved that the relevant departments were effective in investigating the false discount, but this does not mean that the situation of "no discount" in the shopping mall is normal now. Experts have suggested that some shopping malls have been found to be "higher than the original price discount" because of too many price systems and too many marketing activities. Specifically, the price of the product is originally only one factory price, but because of the sales promotion activities carried out by both the brand itself and the unified sales promotion activities of the shopping malls, these promotions often take place several times in a week, so that a number of "promotional prices" appear in the same commodity in a short time. Although they are all favourable to the factory price, there is still a gap between the different promotional prices.

Take the case of spring shoes "false discount" which has been investigated by the price department. The original price of manufacturing enterprises and shopping malls is 768 yuan on the factory label. In the event of a week's "full 199 reduction of 100 yuan", the price of the shoe is 468 yuan. After the end of the shopping mall, the production enterprise has launched the 25% off promotion of its own brand, and the selling price has changed to 576 yuan. Although they are all promotions, the price department decides according to "the original price is the lowest transaction price within the first seven days of this price reduction", and identifies 468 yuan as the original price of the product, and thus considers that the market and brand have the "false discount" violation situation that the "promotional price is higher than the original price".

Therefore, shopping malls need new ways of promotion. On the one hand, we should sort out the promotion methods at different levels, such as shopping malls and brands, changing the past year's discounts, but each time the discount price is quite different. But on the other hand, those normal promotions can not be prohibited by "one size fits all", including long-term discounts or discounts for sale, which are long-term or valid reasons for promotion. They should be explained with labels, so as not to leave consumers with "dark folded" imprints.

　 "No discount, no buy" is not advisable.

The responsible person of Shanghai garment industry association also put forward another view: consumers' "no discount or no buy" mentality is not desirable.

The official said that nowadays consumers often complain that the price of commodities is high and "moisture" is high, but many enterprises have no choice in pricing. They do not want to buy discounts for discounted consumers, and feel that they are not cost-effective. In order to attract consumers, enterprises can only raise the factory price and offer a discount when they are listed. He said that the recent changes in the discount plate in the shopping mall have made great impact on the manufacturers. Some manufacturers have already considered making more reasonable prices for the autumn clothing. But to make the price system develop smoothly, consumers need to have a more rational consumption mentality.

It has been revealed that in the past, when clothing manufacturers priced products, they mainly considered fabrics, accessories, labor, profits, taxes and so on. But in recent years, manufacturers have emphasized the value of "brand" when pricing, so some similar products have different prices in the market, and some previously unknown brands have also promoted the "brand" gold content through advertising or raising prices. For example, a similar T-shirt in the same store can be priced at 198 yuan, 398 yuan, 798 yuan and so on because of different brands, and in the promotional activities, there may be a discount of 198 yuan and 398 yuan, but 798 yuan does not offer a discount. The gap here is caused by "brand". "But not the brand is really worth the money, and some brands deliberately raise the price to cater to the consumer's pursuit of the vanity of the brand." Experts suggest that consumers should reevaluate the value of the product when shopping, do not blindly pursue the brand, do not blindly pursue the "discount", but should support more real products.

At the same time, some consumers' mentality of "no discount or no buy" also made those products that were originally priced moderately priced instead of the market. The head of a garment production company told reporters: "many foreign companies that we work with do not understand the discount situation in Shanghai. They wanted to insist that they only had a preferential marketing strategy in the discount season only a year ago, but found that there was only a market for them to do in Rome, and they had no choice but to make an essay on the factory price tag." That being the case, consumers are expected to adjust their mindset and give more support to those products that are priced reasonably at the same time.