"Zhongqing" Shopping Mall Discount For He Jing Quietly?

The discount signs in department stores are often placed in the most waking places, and the way of expression is very direct.

Some international brands to maintain the high-end image, the discount performance is very low-key, will not directly indicate how much discount.

Consumers who love shopping will find that a discount trend is sweeping through these days.

Big discount quietly

Since July, Xinguang Tiandi, Jinbao Hui shopping center, Financial Street shopping center and so on.

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 will only be launched in the two discount season a year.

The mall has a discount of {page_break} in the name of "zhongzhongqing".

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 their own brand development, and actually reduce product prices.

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.