Farewell Discounts? Can Department Stores Be Made?

Sales at real prices: can department stores say goodbye to discounted dependence?

Recently, along with the famous Nanjing road in Shanghai

To this end, consumers have said: "I hope businesses will have less tricks to promote sales, and more real price tags."

People in the department store put forward: "department stores should say goodbye to the" discount dependency syndrome ", eliminate the disadvantages of" joint mode ", and innovate the development mode.

Department stores can't find "discount".

Through festivals and various subjects, the phenomenon of "discount" almost always happened before, which has rarely been seen in department stores in Shanghai recently.

Reporters during the Dragon Boat Festival in Minhang, Shanghai Hui Bao shopping plaza to see, in the past full of eyeballs, "X", "full x send X", "full x Li Jian" and other promotional signs have rarely seen.

The salesperson of the clothing brand "G2000" pointed to two shirts and said that it had been discounted before. Now it is directly priced: a factory price of 360 yuan is directly marked 220 yuan, and the factory price of 295 yuan is marked 150 yuan.

The saleswoman of Mrs. Edie said that since May 1st this year, the manufacturers have re marked the new price in 2011, cancelled the discount sign, and directly paid the price.

Reporters in Shanghai Nanjing Road, Xujiahui and other major Shanghai.

Reporters learned that, by the end of April, the national development and Reform Commission has exposed some key inspection results of the price behavior of large commercial and trading enterprises in some provincial capitals.

Among them, the sale of a woman's shoes in Shanghai real estate Plaza Co., Ltd. was found to be "preferential discount price higher than the original price" situation, this price violation is severely punished.

The price department of Shanghai inspected the trade and circulation industry of the city, and reiterated the relevant provisions on the implementation of the "marked price" of goods and services.

A lot of shopping malls "talk about discount and change color" and "dare not go beyond the thunder pool". All kinds of discount promotions almost disappeared overnight.

However, consumers do not seem to buy the "real sale".

The salesmen at counters at the shopping mall of Hui Bao said, "customers are dependent on discount, and they are not popular without discount or activity."

The passenger flow of many department stores in Shanghai since May has been significantly less than before.

Qian Jianqiang, deputy general manager of Limited by Share Ltd of Shanghai Bailian Group, said that more than 40 department stores of the company had all been sold in real price, and some small and medium-sized stores in downtown had declined about 10% in May.

True and false promotion, "charming eyes", retail business integrity is also "discounted".

Many consumers welcomed the sale.

Zhou Li, a white-collar worker in Shanghai who often goes shopping, said: "some shopping malls are doing activities all the year round. No one knows whether the discount is true or false, so it is better to sell it at a real price and spend it plainly."

The expectation of consumers comes from the weariness of "price war" in department stores in recent years.

Some shopping malls offer discounts all the year round, but the real profit making geometry seems to be a mystery; all kinds of marketing chaos and pitfalls often make consumers "bitter."

First, the "dark rise".

For example, the Shanghai price department investigated and found that the Shanghai land Plaza commercial Co., Ltd. launched a discount sale in from April 8th to 14th this year. The sale of the brand of a brand of the CDI brand is 768 yuan, 25% off sales, and the actual discount price is 576 yuan.

The actual price of the women's shoes in from April 1st to 7th was 468 yuan.

This "discount, first raise" approach is the "hidden rules" of many shopping malls.

The two is "fishing promotion".

Many consumers have had such an experience: shopping malls claim "full x send *" and give coupons, but there are various harsh conditions, such as "deducting 100 yuan for each 500 yuan", "new products not participating in activities" and "no use on that day".

As a result, consumers who are "hooked" can only satisfy their requirements and enjoy the so-called "preferential" when they continue to pay for their purchases, sometimes even exhausted by using a "disgrace" coupon.

The three is the "special price not retreat".

Some consumers told reporters that they had bought goods at the "preferential price" in the sales promotion activities in the mall, and found that the quality problems were returned when they were returned, but they were told that "the special merchandise was not returned", even being asked to "make up the difference with the original price".

But on the other hand, department stores also have their own bitterness.

Some people in charge of shopping centres told reporters that consumers now have a "discount dependency syndrome", and that they do not engage in preferential activities.

Can "real value sale" make the department store retail industry "meet the new challenges"?

Since the beginning of this year, price departments at all levels have intensified supervision over price behavior and hammered heavily on price fraud.

Li Xuewu, an investigator of Shanghai Price Inspection Institute, said that the ice age of department stores is a "pitional state", but it shows that the department store industry is being further standardized.

Many people in the industry look forward to promoting the overall retail trade business mode of new challenges.

What are the disadvantages of traditional department stores? Wang Liuhe, Secretary General of the Shanghai general merchandise business association, said that most department stores now carry out the "joint mode", that is, the introduction of brand manufacturers by department stores, and the return of sales to a certain percentage of sales by the latter, in return, and accepting a management mode of the former's daily management.

Under such a mode, department stores have almost no own brands, and the pricing power and salesmen of commodities belong to suppliers. Suppliers are bound to have a tendency to increase sales in order to get more profits, while department stores are not willing to rush them out of the "problem enterprises" because of the demand for "deduction".

"To some extent, consumers' long-term complaints are related to the promotion of traps and poor salesperson attitude."

In addition, due to the fact that the history of China's department stores is not long, there are no brand names such as French "old Buddha" and "Harold".

Under the pressure of new businesses such as hypermarkets, electronic shopping, and the pressure of competition from the same industry, even the famous department stores such as "Shanghai first eight hundred companion" and "new world city" are also facing severe challenges.

Li Xuewu said: "the investigation of price fraud has sounded the alarm for illegal enterprises, and it is hoped that this will become a catalyst for the pformation and development of the whole department store business."

Wang Liuhe said that in recent years, some department stores in Shanghai have explored the modes of self management, distribution, agency, e-commerce and so on, and introduced new marketing techniques such as cultural marketing, thematic marketing, service marketing, and so on, and created their own brands.

In 2010, the turnover of Shanghai department store was 83 billion yuan, of which the share of independent brand business was about 5%.