Wuxi Shopping Malls Return To "One Price Per Price" Customers Worry About Discount

In the spring and summer season, the major shopping malls have long been eyeful "X fold" and "full" promotional cards. However, since the national development and Reform Commission issued a notice that the prices of many shopping malls were illegal, the recent sales promotion of the major shopping centres in Xicheng began to return to the "simple" era of "one price, one price".

Some shopping malls in charge of the interview, to the "original price", "special price" and other words are kept secret, they all said strictly according to the relevant provisions of the price department.

But no more.

[on-site visit]

Most goods are priced at one price.

Yesterday, the reporter visited Wuxi Zhongshan Road on the eight hundred companion, Great Eastern.

In the women's shoes section of Dayang department store, the reporters saw that the shoes of the season used the red price tag to mark the price directly, and the price tag of "50 percent off" and "70 percent off" had already been filled up in the past way of promotion.

In the past, some of the positive prices were marked "30 percent off" and "20 percent off", but now they need to look at the price cards to see the actual price.

In a brand women's shoes counters, the reporter saw a pair of single shoes priced at 468 yuan, but can not confirm whether the original price or discount price.

The salesperson said, "this is a new product this year, the target is the actual price after the discount, it has already been hit 30 percent off, there is no other discount."

In the children's wear area of the eight hundred companion, there is another way to mark the price.

Many brands do not have the price tag made by the mall, only the manufacturers on the clothing list have unified guidance prices.

As for the discount, the salesperson should tell the consumers to come near to tell them how many discount they have made.

There are individual brands taking full reduction, while some brands take VIP card 10 percent off.

On the whole, the most heavily criticized sales promotion method has been vanished in the mall.

Brand business declined by about 20%.

There are people in shopping malls who say that many Wuxi people are keen on "bargain hunting". The greater the discount rate, the more they can achieve sales promotion purposes.

After the abolition of the most effective promotional tool, many of the shopping malls are obviously not as prosperous as before, especially those that are usually discounted.

A shopping mall insider told reporters that in recent years, with the diversification of promotional means, shopping malls from the beginning of the year to the end of the year, small and large promotional activities almost constantly, consumers are accustomed to such a practice.

"After the discount is cancelled, although the price has not changed, some customers feel that they have suffered losses rather than consumption, and business is indeed affected."

In the "Saturday" women's shoes counter of Dayang department store, the price of a pair of women's single shoes is 299 yuan.

But the reporter saw a customer pestering the salesperson repeatedly asked for a discount, the reason is "no discount card, even the original price can not see".

Although the salesman explained the new regulation repeatedly, but the customer could not squeeze out the "water", and he dismissed the idea of buying.

The brand's salesperson said, many customers are now "no discount, no buy", the implementation of the marked price has been a period of time, their business has dropped about 20%.

[market reaction]

Shopping mall: avoid touching the "high voltage line" at the same price.

It is reported that many domestic department stores were fined by the national development and Reform Commission, most of which were planted on the original price.

"National government departments and businesses have different opinions on the original price.

In order to avoid this divergence, most shopping malls adopt a single price.

Mr. Jiang, director of the sales promotion department of a shopping mall in Xicheng, told reporters that the "management measures for retailers' promotion practices" stipulates that the so-called "original price" refers to the lowest paction price of the paction notes that the operator has traded in the 7 days before the price reduction. If there is no paction price on the previous seven days, the price of the last paction before the price is taken as the original price.

If a businessman wants to discount, he can not take the suggested retail price of the commodity tag as the criterion, and take the lowest paction price within seven days before the price reduction as the benchmark.

Mr. Jiang gave an example. If a dress is priced at 1000 yuan, it will be 20 percent off yuan or 800 yuan during the promotion period.

If there is a sales record within 7 days of the promotion period, then the sales promotion of the store will be done at 40 percent off if the next sales promotion is to be done. If it is the original price of 800 yuan, if it is priced at 1000 yuan as the original price, it will be in the scope of "price fraud", which is different from the previous identification of the original price in the shopping mall.

"The NDRC requires businesses to mark the price clearly, but the lowest price in 7 days is very difficult to implement," he said.

Mr. Jiang said frankly, "one price per commodity" can evade the sensitivity of the original price in the end, so this pricing method is most commonly used in the shopping malls, and it will not touch the "high voltage line" because of the price tag.

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Customer: worry that the original price is not clear and the discount is unknown.

Customers respond differently to the price tag of shopping malls.

Some believe that only one price should be marked.

"Now supermarkets, home appliances, and department stores are only starting to mark the actual price. This way is more direct, and it does not need to send coupons as before.

Businesses can compete directly for the purpose of discount, and save time for shopping.

Consumers, Ms. Chen said.

But there are also customers who complain that many commodities have already failed to see the original price, so it is difficult to know whether they have made a cheap price.

Miss Zhang, a consumer, said that she was a realist. She always held the principle of "buying only right but not expensive" in shopping malls.

"Originally I buy things, generally less than 50 percent off of the goods I just started, but now some shopping malls will be marked with red price tag, many shopping malls are all the same old new models, and are all new and old money mixed, find it very troublesome."

Miss Zhang said that she looked at several pairs of sandals, and the salesmen said they were all over the price, but the original price was what the salesperson said. She felt suddenly that it was not attractive. "It's still a habit to see that a few discount on the original price has been achieved."

In addition, there are also customers worried that although businesses only bid for a so-called real price, but now many customers will be used to ask the seller how much the original price, if there are bad sales staff, casually quote the high price, deceive the customer how to do?

[industry statement]

Price Bureau: "tight screw" has been given to merchants.

The head of the Wuxi Price Bureau said that the original price must be the lowest price of the actual bill which was concluded in the paction place within the first 7 days of the price cut. This is clearly stipulated by the national development and Reform Commission. As a law enforcement agency, the price bureau will carry out according to the existing law.

In the inspection of law enforcement, they mainly rely on persuasion and education, and punishment is only a supplement.

It is understood that at present, Zhongshan Road is carrying out the "hundred City stores' price integrity activities", the price department has also done business training for the major shopping malls in terms of price integrity, requiring businesses to do a good job in price checking, and strictly guard against fraudulent practices such as false discounts, false concessions, and virtual price increases.

"Advocacy of marked price is not a matter of interfering with the normal price markup of merchants, but rather, it is necessary to crack down on price fraud.

According to the regulations, merchants can use the regular price tag, but must clearly indicate the original price, promotion price, promotion reason, promotion time and other information, and can not make the original price discount.

The person in charge said.

But it is obvious that most businesses are "cautious" and directly change the price of the plaintext code to a clear price: no longer the original price, then discount, and the unified price should only be marked, so as to avoid being negligent and get into the "price gate".

Commerce Bureau: promotion and discount season promotion

Under the supervision and exposure of "false discount" by the regulatory authorities, Xicheng department store began to return to the "old road" of real sales.

Then, how can the Department Store improve the ability of gathering customers without the promotion of "stimulant"?

The responsible person in Wuxi City Business Bureau said that the previous department stores are discounted all the year round, which may reduce the trust of some consumers to the market.

He suggested that department stores in Wuxi can learn from Hongkong, Europe and the United States, only in the Christmas season, new year's day, and the spring and summer season in June and July, to launch a discount season of two times a year.

Mr. Yu, a sales manager of a local clothing brand, said that nowadays consumers often complain about the high price and "moisture" of commodities, but as enterprises, they also have some helplessness in pricing. "Now the shopping mall is continuously moving throughout the year, and suppliers are required to cooperate with them. If the price is too low, it will be difficult to make profits on all kinds of expenses."

He said that most stores are now implementing "real price sales" and will adjust accordingly in the future.

[news background]

Open sale

The national development and Reform Commission inspected some shopping malls in Beijing, Shanghai, Wuhan and other cities during the May 1 golden week, and found that some shopping malls had "fictitious original price", such as preferential discount price higher than original price, promotional price of coupons higher than original price, and they were fined 500 thousand yuan for each of these stores.

Subsequently, the NDRC joint Consumer Association issued a circular calling for the promotion of clear price sales in the national department stores.