Shop Promotion, No More Garish.

Shopping mall in Europe and America can be refered to in Suzhou.

Compared with past promotions, the promotion of shopping malls in May appeared a little "stingy".

"In recent years,

Miss Li, who worked in a media in Nanjing, found that a pair of single leather shoes before him were priced at 200 yuan in April. After that, the price of the 70 percent off pairs of shoes became 210 yuan.

This makes Miss Li laugh and cry, "waiting for a discount is more expensive".

Shop sales in similar situations are rare.

A few days ago in Nanjing

A fashion brand woman in Nanjing said at the store manager of a high-end shopping mall.

However, consumers do not think so.

Dazzling promotion makes the price change before and after the sale. In fact, the price difference is not bad after the discount.

Insiders pointed out that the difficulty in implementing the marked price is closely related to the business mode of our country.

European and American department stores are buying systems, while Chinese department stores are joint ventures.

The so-called buying system is that the goods in department stores are bought and sold after they are bought from the brands, and they earn the difference between the retail price and the incoming price.

And from the point of purchase, buying department stores are buyers themselves. Their supply channels are vertical, manufacturers, brands, and shopping malls. In order to make profits as much as possible, the mall has the power and pressure to try to lower the price.

At the same time, in order to sell the goods as fast as possible, the final pricing will not be too high, and it is impossible to play all kinds of promotional gimmicks.

Because the mall controls the retail terminal, the internal resistance of the real price is relatively small.

In the domestic market, there is a joint operation system. The goods are sold by the brand dealers or agents in the shopping malls, and the shopping centers draw profits from the proportion agreed in each paction volume.

And China's department store suppliers are Pyramid level: manufacturer, brand, China's general agent (there may be a greater China or Asian general agent) or regional general agent (domestic brand) - grading Agency - shopping malls, each layer should increase the price to make money, although the shopping mall is the end link, but because it does not need to spend money to buy goods and sell again, and if the higher the paction price, the greater the profit, the shopping mall simply has no incentive to lower the price.

Moreover, the more layers, all the links must be increased, and the real price will eventually be reflected in the shopping mall.

Li Yanshu, a professor at the Business School of Nanjing Normal University, said that preferential sales promotion is a form of attracting consumers and a common way of marketing, but it should be based on the real profit making consumers rather than the commercial gimmicks of consumers.

It is no doubt that we should popularize the real price of plaintext in order to squeeze water in the high price of commodities.

However, this "real price" depends on who decides and how to decide. Otherwise, it is necessary to lose faith in the consumer.

Zheng Ziqiang suggested that the relevant departments in our province can introduce relevant policies like Beijing and Shanghai, and implement the same price per yard in the whole province. The same price of commodities will unanimously eliminate the possibility of bargaining between merchants and consumers, and shift the attention of the shopping mall to providing consumers with a high quality shopping environment.

Provincial Price Bureau relevant personage discloses, at present, some shopping malls in Suzhou and other places in our province have begun to implement the real price, and gradually push it out and finally implement it, which is definitely a major trend.

However, due to the fact that the state does not have explicit restrictions on sales discount, it is difficult to put forward rigid regulations at this stage.