Beijing Shopping Mall "Zhongqing", Shopping Mall Discount For He Jing Quietly?

Consumers who love shopping will find that a discounted trend in recent days is sweeping through Beijing.

Big discount quietly

Since July, many famous brands in the high-end shopping malls such as Beijing Xinguang world, jinbahui shopping center and Financial Street shopping center are making special sale.

"General brand discount likes to advertise in a big way, for fear that the world will not know, but these big cards are quiet when they are discounted, as if they do not want to be known."

Shopper Zhang Jing said that most of the popular brands would have huge outdoor posters when they were discounted. They listed in detail what kinds of products they had to discount, and the stores were also full of discount publicity. But in general, there was a big "sale" notice, and some big cards simply did not even have a discount. But when the consumers went to buy, the salesperson would suggest that the products were being discounted.

"It's not an insider. I don't really know."

It is understood that before the discount will be announced to members and VIP customers through telephone and SMS, but in fact, such a sale discount is for all consumers, but it is difficult for ordinary consumers to learn the big discount information at the first time.

Financial Street shopping center responsible person said, these brands have their own activities, basically not subject to any business interference.

Generally speaking, they only offer discounts in the two discount season a year. They are set at Christmas day, new year's day, autumn, winter and season, and spring and summer in 6~7 seasons.

It is understood that in department stores such as Europe, America and Japan, there are usually only two discounts in these periods.

Shopping malls in the name of "zhongzhongqing" discount

A large part of shopping malls in Beijing are attracting customers by means of "promotion all year round".

And every summer, it is a discount season for foreign department stores, and Beijing shopping mall will launch "zhongzhongqing".

The head of a shopping mall said that Zhongqing, the earliest department store in Taiwan and Hongkong, started to do it in the mainland.

The main reason is that the mainland is short of big cards and can not form a big discount season. Then, summer is also a low season for sales, and there are not many natural festivals.

It is reported that Zhongqing department store was the first Zhongqing department store in Beijing, and later SOGO, Jun Tai and so on followed it.

But this summer, Zhang Jing found that most of the discount information in shopping malls was "introverted". Many of them had used the way of big discount. They just hung out a "sale" sign and added up to 50% words. The discount information that was often filled with publicity sheets was greatly reduced or even disappeared.

Many mall said that it was mainly because of policy reasons, so we all dealt with it with a low profile and did not sell in a big way.

At the end of April this year, the national development and Reform Commission found more than 20 stores in Beijing, Shanghai, Wuhan and other cities had false promotional activities with "high original prices and then discounted". Subsequently, the NDRC joint China Consumer Association issued a notice calling for the promotion of clear and real prices in the national department stores.

This makes the "crazy discount" everywhere astringent.

Experts say

Restraining price war by market segmentation

Chen Liping, a professor at the school of business administration, Capital University of Economics and Business, said that the main reason for the "crazy discount" is that the homogenization of the retail industry is very serious at present, and the result is price competition.

At present, most department stores in China adopt the joint venture system, and invite producers or agents to enter the shop through the way of investment, and earn profits by collecting sales fees such as rents, profit rebates and bottom protection.

In this way, retailers do not take risks. At the same time, retailers also lose many rights, such as abandoning pricing functions and service functions. All department stores have the same investment, natural products are the same, services are the same, differentiation can only be manifested in the price.

Abroad has also experienced the stage of price war, but it was resolved through market segmentation and business mode adjustment.

"Because the most fundamental difference in the retail industry is the differentiation of commodities."

Chen Liping said that when the market segments, department stores usually do not discount, because this is a great harm to brands and customers.

Even if there is a discount, it is only in a certain season of a year, such as a week in summer.

As for discount goods, it is in Oteri J.

Most retailers in Europe and the United States adopt the buying system, operate independently and assume their own profits and losses.

What they give consumers is not simply the discount of goods, but the increase of the added value of goods, mainly through member policies.

In addition, they can also take the way of developing their own brand, and actually reduce the price of their products.

For example, Japanese department stores, private brand goods used to be only in the field of clothing, now, even wedding rings, diamond rings, have their own brand development, in the past sold 350 thousand, now sell 150 thousand, can be much cheaper.