Five Shopping Malls Commonly Used Marketing Mode, Department Store Promotion Prospects.

Marketing

Perhaps it will soon withdraw from the stage of history.

In addition to discount, full reduction, Beijing

Marketing mode

"200 yuan for 300 yuan flower".

Recently, a new sales promotion mode of "* * yuan * * Yuan Yuan Hua" appeared in Lotte general merchandise and Zhuang Shengchongguang department store promotion activities.

The women's shoes counters of Zang Sheng Guang Guang Department store had "200 yuan for 300 yuan flower" activities. When the shop was happy, the most popular promotion counters were "180 yuan for 400 yuan flowers".

Reporters found that "200 yuan when 300 yuan flower" and "full 300 yuan reduction 100 yuan" similar.

When the price of goods is between 200-300 yuan, the former is more attractive than the latter.

For example, a pair of shoes with a price of 268 yuan is priced at 200 yuan in the first way, and 268 yuan in second ways.

If the commodity is not in this interval, the two are exactly the same.

The highest discount of "200 yuan for 300 yuan flower" is equivalent to 33% off, provided that the original price of the product is 300 yuan.

Similarly, Lotte Yintai Department launched a promotional campaign of "180 yuan for 400 yuan flower", with the highest discount of 55% off when the original price of goods was 400 yuan.

But this is hard to see in department stores.

Comment: compared with the traditional marketing mode such as full scale, "x * * * * * Yuan Yuan" brings more visual impact to consumers.

But the discount rate of this new marketing mode is not very large, most of which are above 40 percent off.

Marketing mode two

Express price range

After launching the "x * * * * * Yuan Flower", Zhuang Sheng Guang Guang Department has launched a new marketing mode, that is, the poster in front of the counter indicates that the price of the whole field is * * yuan to * * yuan, and does not directly indicate the discount rate.

In the MEXX counters of the ladies' hall of the Zhuang Sheng Guang Guang Department store, the sales promotion is carried out with "82.5 yuan to 582.5 yuan" and the activity time is indicated.

According to the reporter's understanding, the discount of the counter is actually 50 percent off, only the price is written directly in the promotion.

The marketing mode of "real price" has begun to rise in other department stores.

In Beijing Hualian, as early as May this year, the price of clothing and other commodities was launched.

Comment: the real price of the code eliminates the original price, the current price and the discount rate. But at this stage, many consumers who are accustomed to "discount" are not fully adapted.

A guide from Fuchengmen Hualian has told reporters that although the label has written "clear price", if consumers do not explain the original price and discount, consumers will not buy it without discount.

Marketing mode three

Buy more and fold more

The "buy more discount" has recently sprung up in special stores.

Reporters in the new world of Chongwenmen's agate store saw that the brand's spring and summer wear discount is "one piece, 50 percent off, two, 70 percent off."

One consumer looked at a dress with an original price of 298 yuan and 50 percent off yuan for 149 yuan.

In order to be more affordable, she bought a T-shirt at a price of 128 yuan.

The total price of the two clothes is 426 yuan, and only 127.8 yuan after 70 percent off, which is 21.2 yuan less than that of a single skirt.

A loyal customer of agle's brand said that in general, AGG's seasonal clothing would be offered 3-5 fold promotions.

After the promotion of "one, 50 percent off, two, 70 percent off" mode, most customers will buy more goods and speed up the clearance of businesses.

Reporters saw that in the new world of Chongwenmen, many businesses have adopted a "buy more discount" approach, and have gathered a large number of customers.

A consumer told reporters that it is not enough to get even numbers, and can also check out with other customers.

Comment: "buy more discount" is similar to bulk purchase.

Such marketing mode, though tempting, is not suitable for large scale use of brand businesses.

For the over season merchandise clearance, "buy more discount" can play a good promotional effect.

Marketing mode four

"Fish in troubled waters"

With the rise of "one price" in Beijing, some businesses began to think about upgrading this marketing mode.

When reporters visited Fuli Plaza, ZARA, they found two similar promotional plates on a shelf.

One of the sales cards says "99 yuan at a single price" and the other reads "99 yuan".

If consumers do not look carefully, confusion is likely.

Miss Li did not find the "mystery" on the two promotional cards, and mistakenly thought that all the clothes on the shelves were 99 yuan.

But when she checked out, she was told that the dress was 229 yuan.

Reporters found that on the shelf of Miss Lee's dress, the price of goods ranged from 99 yuan to 200 yuan.

When asked about the reasons, the guide explained that every discount store shelves had been marked up to guide consumers to buy goods.

The problem arises because consumers do not see the logo clearly.

Comment: for this marketing mode, many consumers may be afraid of trouble and can only accept it silently.

Although businesses seem to take advantage of word games, they may lose their trust in brands.

Consumers should be careful of consumption traps when buying goods.

Marketing mode five

Special offer limited time special offer

Two types of promotional products, including special stores and limited time specials, have sprung up everywhere in the capital stores in the near future.

UNIQLO is the representative of this promotion mode.

Shops offer goods only for sale in this store. Time limit refers to the price of a commodity at a certain time.

When visiting a UNIQLO store, the reporter saw that in order to celebrate the opening of the new store, a large number of special shops and limited time special goods were placed in the store.

One consumer said that he often shoppers in UNIQLO, most often buying time limited specials.

Sometimes there will be a combination of concessions, feeling the "big bargain".

Comment: special offering is a publicity stunt.

At the same time, consumers can often resist temptations under the powerful offensive of limited time specials. Besides buying necessities, they will also take some other commodities.

These two ways of marketing have captured the hearts of consumers and achieved a high turnover.