Can Marketing Of "Mall Price" Become Mainstream?

The era of consumers buying "non essentials" stipulated by the "100 yuan" and "200 yuan" provisions is expected to end.

Reporters visited many cities in Beijing last weekend.

"One price" large area debut

In the past, only a large area appeared in the "shoe price" of shoe areas in shopping malls.

As shopping centers such as Hongkong have entered the most important discount season in a year, many shopping malls in Beijing have entered the peak sales season.

The reporter visited many large shopping mall in Beijing last weekend, many brands began to use the "one mouth price" tag on the shelf.

In the ZARA store of Xidan's Joy City, due to the biggest discount period in a year, shelves are placed next to each other in the store.

Reporters saw that many shelves were marked with the price of the shelf commodity.

Because of price classification, it is easy for consumers to find products that meet their psychological expectations.

Not only is ZARA, but also in the H&M store with "fast fashion" brand, "one price" also occupies the mainstream.

Reporter survey found that, in addition to these international brands, many brands have begun to try to use "one price" way to attract customers.

In addition, many brands, including SelectED, are using direct discounts to promote sales. In the past, "full 199 yuan reduction of 99 yuan" and other "full reduction" marketing decreased significantly.

Inspection of price tag will add fuel to the flames.

From the earliest "coupons" halted by the relevant departments to the "full reduction" promotion, which is widely used in the shopping mall, many consumers who are keen on shopping are tired of these promotional games.

Take the current mainstream marketing mode of "full reduction" as an example, for example, the sales of a shopping mall brand is full of "100 minus 50 yuan" promotion. Although the intensity of sales seems to reach 50 percent off, the price of many products is 199 yuan or 299 yuan, and the actual discount effect is far from half price.

Many consumers also need to buy a lot of "non essentials" in order to get the whole number.

This marketing game was seen by consumers, many brands began to "199 yuan minus 100" and so on.

Although the discount rate of this kind of marketing has improved compared with that before, it still can't achieve 50 percent off strength.

But even if they do not give profits to consumers, many businesses are still not satisfied.

Not long ago, when the national development and Reform Commission examined a number of famous businessmen in China, the famous shopping malls of Baisheng shopping center and Jun Tai Department Store were named by national development and Reform Commission (NDRC) for performing tricks of "discount before promotion".

At that time, the NDRC said that the above acts violated the fourteenth provision of "price law", "operators should not use false or misleading price means to deceive consumers or other operators to engage in pactions", and "regulations against price fraud" and other related provisions constitute a price fraud, which seriously infringed upon the legitimate rights and interests of consumers.

An insider said that although there were only two large shopping malls that were examined by the NDRC in Beijing, there were far more than those two companies that had price tags.

However, the national development and Reform Commission's inspection of the price tag played a supporting role in the implementation of the "bright and clear deduction" in the shopping mall.

It is reported that, in order to promote the progress of the "bright and clear button" in the shopping mall, the national development and Reform Commission will also conduct a larger price check at the end of this year or early next year.

"Bright and clear deduction" still needs to be adjusted.

Facts have proved that consumers are contradictory.

Although many consumers want to get "maximum discount" when shopping, they will get the maximum discount. But when they face the price of a shelf, many customers will not buy it.

There are reports from other port media that after the price of goods in some shopping malls in Wuhan has been changed to "one price", many consumers believe that there is no original price as a comparison, so it is difficult to judge whether it is really affordable, and dare not rush to buy.

A business expert said that because many shopping malls were more or less the existence of fictitious original price problem, consumers in the current circumstances of its "one price" distrust is not difficult to understand.

However, under the impetus of relevant departments such as the national development and Reform Commission and the whole industry, the "bright and clear deduction" will surely become the mainstream in the future.

This is only based on the full trust of consumers in shopping malls, and businesses need to set an example.