Xi'an Exceeds 90% Customers Without Discount Or Purchase

The Dragon Boat Festival is not only a traditional festival, but also a business. Promotion Important nodes. "200 yuan, 100 yuan", "200 yuan for 600 yuan", "100 as 220 flowers" and other eyesight promotional activities, so that Xi'an business sales growth is obvious.

Discount on holidays is normal.

Recently, reporters visited a number of shopping malls in Xi'an to understand that during the "Dragon Boat Festival", Xi'an Shopping Center Almost all of the major brand counters have been involved in shopping promotions such as buying gifts, buying and selling, full delivery, and so on.

A shopping mall chain clothing brand shopping guide told reporters that "Dragon Boat Festival" holiday shopping malls overall promotional efforts, sales volume is also two or three times higher than usual. "Holiday shopping market now accounts for more than half of our sales."

"In an increasingly competitive environment, in order to gain a larger share of the market, businesses launch various promotional activities on holidays and holidays." Chen Weihua, manager of Planning Department of Dayang department store, said sales promotion activities such as new year's day, Spring Festival, may day, Dragon Boat Festival, Mid Autumn Festival and business day and Zhongqing are all necessary.

Reporters also learned from the visit that almost all shopping malls must have promotions on every festival, and some shopping malls will be folded every week. From the point of view of discount intensity, sales promotion is generally 33% off in the previous two years. Holiday promotion is generally around 50 percent off, and some shopping centers are even less than 60 percent off discount.

Cold war watching consumers rational consumption

Yesterday, Mrs Chang tried to wear sandals in a special shop at a bell tower. Although she liked it very much, she did not sell it. "Most of the past year's sandals cost about 200 yuan, but more than 300 this year." She said that despite the fact that the sales promotion of shopping malls has not been reduced, the price of goods is getting higher and higher, and buying 50 percent off is not cost-effective.

Another consumer in the shoe area said that the discount was not keen. "Shopping promotion activities are all calculated ahead of time. Now everything is counted to play digital games, and buyers are definitely not sellers."

"The price of shoes and clothing is too high. The price after discount is the true price. The original price of eight hundred or nine hundred yuan will not be bought." The head of a shopping mall told reporters that more than 90% customers now have no discount.

The price war in shopping malls is actually a derivative of the financial crisis. At that time, businesses promoted sales through promotional activities. Over time, consumers have formed a habit of not promoting sales, and businesses are forced to frequent discounts. If the discount price is still not close to the psychological price of consumers, consumers will not buy it.

Work hard and get rid of price war

"What we do is a popular department store, no price war can not be done", a shopping mall official said, the difference between the shopping malls in the same industry is relatively small, so that businesses have to make an article on the price, and promote price war intensified. Reporters found in the survey, some newly opened shopping malls price war is particularly fierce, only a number of stores chain stores promotion efforts are relatively dull.

Xu Wang, a shopping mall on the West Street, told reporters that in order to attract customers, new shopping malls often take some big promotional activities on holidays and sometimes do not make money or even lose money. The reporter learned from a foreign brand store that every time they promoted the sale, they had to pay back the money. "The retail industry should rely on the low price to bring about a high growth in the order volume. The profit has a long and short term goal, and the temporary loss is normal."

"Enterprises should practice hard and emphasize brand building so as to achieve differentiated operation." Qu Jiaqi, general manager of Jinhua Limited by Share Ltd in the 21st century, said that shopping centres should make full efforts in marketing, and at the same time, they should still segment the market, work hard on commodities, and become differentiated in quality, category and brand.