"Buy Full Delivery" And "Buy Full Coupons" Become The Means Of Attracting Tourists In Major Shopping Malls In The Country.

Recently, the national development and Reform Commission found more than 20 cities in Beijing, Shanghai, Wuhan and other cities. Market There is a "false high price discount" false. Promotion After the action, the NDRC joint Consumer Association recently issued a notice requiring the national department store to push forward the real price. Since then, department stores in Tianjin, Shanghai, Wuhan, Guangzhou and Shenzhen have been put into operation. For example, the national development and Reform Commission and the China Consumer Association have jointly launched the "promotion of real price" activities. Most consumers said they were "willing to accept". Department store The mall says it is a bit "too much to eat".

Virtual high price rampant market needs to be standardized

The form of "discount purchase" and "buy full coupons" has always been the major department stores in the country. Market A way to attract tourists. While bringing abundant traffic to shopping malls, large discount activities also have a negative impact on brand image. In March 15th this year, the national development and Reform Commission and the China Consumer Association jointly launched the "promotion of real price" activities.

"Buy is not as good as selling." Xu Kunlin, director of the price supervision department of the State Development and Reform Commission, said that because of information asymmetry, consumers do not have bargaining power compared with the operators. Sometimes consumers think they get cheap. In fact, no businessman will make a loss in business, and consumers will never get a cheaper price in this bargaining price.

Fan Yanru, Deputy Secretary General of the Chinese Department Store Association, also said that some shopping malls do exist in the use of promotional activities and consumers to play digital games. For example, buying 100 minus 30 in the Ming Dynasty, but setting the price of commodities to a few hundred dollars, such as 195 yuan and 399 yuan, and so on. After each activity, the shopping center will make a calculation, including the sales volume and sales volume of the event, the proportion of the discount portion, etc., and the actual calculation results may not reach the discount rate of the external publicity.

To let prices return to integrity has become a common concern of more and more department stores and consumers. In market economy, price liberalization is not equal to price letting go. At present, many businesses are accustomed to the behavior of not selling the true selling price itself, which is suspected of misleading and cheating on consumers. Some unrestrained and intensified promotional activities disturb the order of the price market. The unhealthy competitive environment will also hurt some excellent businesses that are based on quality, while Chinese consumers often have the idea of "one penny and one piece of goods" subconsciously. The final result of this chaotic market game is that only the bad business will win more benefits. When the bad business gets the advantage, more and more good businesses will be close to the bad merchants. After challenging the fair and honest business ethics, consumers' legitimate rights and interests are ultimately damaged.

The essential meaning of the "clear code" is to ask the price to be open and spanparent. The essential meaning of the "marked price" is to require the operator to mark the true exchange price of not "water injection" according to the cost, the reasonable profit and the market supply and demand.

The existing operating system restricts the realization of "real price".

However, the road of "real price" does not seem to be smooth. Many department stores began to implement "discount" in a "covert way". "Invisible promotion" has become an obstacle on the road of integrity. The reason is closely related to the operation system of department stores in China.

At present, most department stores in China carry out joint operation system, and goods are sold by brands or agents to the market. The mall draws profits from the proportion stipulated in the contract in every spanaction volume. And China's department store suppliers are Pyramid level: manufacturer, brand agent -- China's general agent or regional general agent -- hierarchical agent -- shopping malls, each layer must increase the price to make money, although the shopping mall is the terminal link, but because it does not need to spend money to buy goods for sale, and if the higher the spanaction price, the greater the profit, the shopping mall simply has no incentive to lower the price. Moreover, the more levels, all links must be increased, which greatly increased the actual price of plaintext, finally reflected in the difficulty of shopping malls.

Clearly, the real price will make the cost spanparent, and the spanparency of cost and price will make the business lose the profit that it originally made from the high price. Secondly, because the customers like to bargain, once the price is clear, the customer can easily compare the price, which is also very unfavorable to the businessman.

In addition, different stores, shopping malls and even brand purchase channels, business strategies and marketing strategies will lead to huge price differentials in the department store market.

"Some businesses purchase goods directly from factories, and some of them lead to different purchase costs through wholesalers and different purchase channels, but businesses must earn a certain profit, which leads to the difference in price tags finally presented to consumers." Li Weihua, a franchise expert, said in an interview with reporters, "second is the business strategy of an enterprise. For example, entering a new area, in order to play the role of wide and informing, it will attract everyone's attention by selling at a low price. The third is the marketing strategy. Different goods in different businesses are divided into main products and sub merchandise. It is also a garment. In Yintai, it may be the main commodity. It may become an auxiliary commodity in the new world. For the department stores, the price strategy of the main products and auxiliary products is different. Usually the main commodities are responsible for making the high rate run, and the auxiliary goods are used at low prices to attract customers to come in. This will also cause the same goods to have different prices in different markets, and the difference is very great.

Actual sales promotion needs process. Successful sales mode can be used for reference.

"Real price" requires brand makers to squeeze water before pricing. But many brands nowadays take account of factors such as discounts and concessions when pricing, so that even new products can be discounted. It may take a process to change their pricing habits. And many times, in order to deal with seasonal products, backlog, promotion is inevitable.

Regulating the retail market, protecting the legitimate rights and interests of consumers, and avoiding vicious competition are the ultimate goal of implementing "clear price" in department stores. However, how to resolve the contradiction between them and the operation system of department stores, the habits of consumers' consumption and the maximum interests of businessmen are the key to solve the problem.

Peng Qiang, vice president of Guangzhou Institute of business economics, believes that the department stores in Hongkong can only offer a deep discount only in the two discount season of a year. The annual discount will be on Christmas day, new year's day, autumn and winter and 6~7 months of spring and summer. This will prevent businesses from attracting customers through "promotion all year round".

The discount sale activities of shopping malls are restricted to a specific season, which prevents merchants from attracting customers by means of "promotion all year round". For the definition of a particular season, it can be traditional festivals such as new year's day and Mid Autumn Festival, and also can be sold off-season, while normal sales should be sold at a clear price.

Under the supervision and exposure of "false discount" by the regulatory authorities, some stores began to return to the "old road" of real sales. However, it is very difficult for the government to ask for a "price sale" with a price tag, and it is still a long way to go ahead and make a price management plan suitable for the operation characteristics of China's department stores.

Meager voice

@ Wang Liping Shin Shen Wan textile and apparel: the Dragon Boat Festival is a small holiday. Shanghai department store implements "clear price". In the past, a large proportion of shopping malls in the past "discount, delivery and deduction" have been quietly missing, and cattle are useless. Take women's shoes as an example. Before 600~700 yuan, another 5~6 discount was made, and most of the actual price is 300~400 yuan. Indeed, the interests of consumers have been guaranteed. But for a long time, people have formed a strange circle of "no discount, no shopping". Does it affect sales in the short term without discount?

@ Indus bud: the goods in the shops are clearly priced, half a penny discount, but the price is not true at all.

@LO Red Dragonfly VE: the real sale of shopping malls is too powerful. Usually seven, eight hundred and ten pairs of shoes, now only one, two hundred will be done, I really do not understand. However, some brands are hard to carry without discount. For example, GEOX, the brand that will breathe, has an average of a pair of thousands, and has to praise the shoes of its family. After a good day's wear, the feet don't stink. It's worth recommending.

@ pig Sonya: sincerely repugnant the real estate sales mode of shopping malls, there is no desire to buy a little, and miss the shopping sense of shopping before shopping.