Is It Feasible For The Mall To Take The Lead In "Real Sale"?

Last weekend, a colleague came back from shopping mall and said, " Xie Of Department store Shop discount is not so crazy, basically no discount, and the price of goods is also very real. As a matter of fact, since the fake sales promotion in more than 20 stores has been checked, the shopping malls have not been discounted for several consecutive weekends, and all the items have been changed with the new price tag. Discount "Real sale".

For this year's sales department, which once pulled the "400 yuan to 350 yuan" department stores, although the heads of department stores have been suffering from this, consumers have repeatedly questioned the water behind such discount. However, few businessmen are willing to jump out of this circle.

　 "Sending employees to pay the original price" is a common phenomenon.

The fake sales promotion case originated from "sending employees to pay the original price goods".

In the inspection, the Price Bureau found that in order to avoid punishment, sales records of the original price goods were made, some shopping malls let employees pay their own bills, resulting in the "false appearance" of the original price transaction. On this basis, discounts will be avoided to avoid punishment by the price department.

"Actually sending employees to pay the original price is a common phenomenon." A supplier with multiple counters in many shopping malls revealed that after many brands had just arrived on the new product, they had to launch a 30 percent off or 20 percent off effort to boost sales, or participate in promotional activities at the mall. In fact, the original price had not been sold at all, and many of the original sales of goods were sold by the company.

　 "No discount" is very difficult, but it is not unworkable.

"Let employees pay the original price of goods, is also forced to move, otherwise it will not allow discounts." The supplier said that the promotion of shopping malls is too great. If the original price is marked too real, it is likely that nothing will be lost, so the original price will be raised, in order to "adapt to the rules of the market game".

For businessmen, whether or not to do it is always a problem.

To do "full on the reduction", the intensity will continue to be overweight. From the original "200 yuan reduction of 20 yuan" to the current "400 yuan reduction of 350 yuan", in fact, the original price has also increased several times. Moreover, each shopping mall has to invest a lot of promotional expenses on holidays and holidays in order to promote sales promotion. In fact, this money is also a great expense for businesses. According to statistics, the average annual cost of a few department stores to advertising and promotion is less than eight hundred nine million yuan, or tens of millions of yuan.

"There is a premise for implementing the" real sale "of all department stores, that is, the price department takes the lead, and the original prices of all goods in the area are all downgraded, and the ability to rely on a shopping mall is impossible. According to the analysis of a person in charge of a shopping mall, it is very difficult to implement the "real price sale" on a single store, because the price of the same brand in the A department store and the B department store must be unified. It is impossible for a brand not to discount the price 500 yuan, while the other price tag is 1000 yuan to fight 50 percent off, which will lead to the confusion of the price system.

"A functional department is required to take the lead in doing this." Insiders said that the "real sale" of the shopping mall is bound to experience a painful period. For a long time, the guests will be very uncomfortable. But for a long time, consumption habits and psychological habits will change. In fact, in the department store or Shopping Mall, there is no discount when the new products are on the shelves. Only two discount times a year will bring out a wave of discount. Instead of buying 1000 yuan clothes a week ago, it will become 500 yuan a week. Next week, it will not be broken, and it will return to 700 yuan.

　　 If the "real price" is sold, the original price may be reduced by 40%.

A number of people in the industry have counted the amount of money to push back the sales promotion of the mall. If the "discount season" is implemented like "no discount", only two times a year, the price of goods in the department store will be reduced by 40% or more. Take the discount of "400 yuan to reduce 160 yuan" to calculate that a commodity now priced at 1000 yuan can be marked up to 600 yuan after implementing the "real price sale".

"A lot of businesses think that as long as they do sales promotion, the guests will pay the bill, thinking that the guests are trying to get cheap. In fact, this is a misreading of businessmen's consumption psychology." An industry insider pointed out sharply that many guests did not want to be cheap. They just didn't want to be treated unfairly. They did not want to spend 1000 yuan on their clothes. They became 400 yuan a week and were bought by their colleagues at the next table. The "artificial imbalance" caused by this kind of business ultimately leads to the fact that all guests are only willing to spend time on promotion.