The Disadvantages Of Department Stores Can Not Be Discounted.

Shopping malls are frequent and frequent sales promotion. On the one hand, they cater to consumers' discounted consumption psychology, and on the other hand, they encourage consumers' "no discount".

No need to wait for major nodes, the price war has been smoky.

You do "full 68 minus 38", I do "full 58 minus 38", you do "300 send 298", I do "200 to 180"...

For example, whose threshold is lower and whose strength is greater.

A stipulation of "real price" is actually a habit of cutting off the "price war" of businesses.

And the malpractice of domestic shopping malls also emerges.

"My dear, an ordinary shirt is marked more than 800, a pair of jeans, thousands of dollars."

Miss Wang went shopping this year and found that the price of clothes is really getting higher and higher.

Many consumers have the same feeling as Miss Wang: the price of clothes is too high, and no activity is allowed.

Shopping malls didn't let consumers down, either.

"You see, the average market activity is 5-7 or even lower.

If the businessman "clearly code the real price", where does the discount space come from?

An industry source said, forced by the strength of the retail terminal, upstream manufacturers can only cooperate with this large discount.

But in order to protect profits, the upstream can only increase the price continuously.

"This creates a discount circle in the industry. The higher the upstream price is, the higher the discount is."

The business capacity of the shopping mall should be improved.

The industry believes that the most fundamental problem in the department store industry is that the price is too high and the consumers do not discount.

At present, most department stores carry out the "joint mode", that is, the department stores introduce brand manufacturers, and the latter manage and pay a certain proportion of the sales revenue in the "return point" as a return, and accept a management mode of the former's daily management.

Under this mode,

Moreover, this mode leads to the high overlap rate of brands in major shopping malls, and the serious homogenization competition among department stores. In this way, prices become the main weight of competition among businesses.

Market breakout, department stores need to change

"The price bureau is actually a waking up for Nanjing businessmen. Apart from the price, where is your soft service? Where are the characteristics of your products?" Xu general, deputy general manager of Shanxi road general store, said in an interview that the Nanjing market has always been the "price basin" in East China.

"Objectively speaking, whether it is consumer psychology or the maturity of the market, I am afraid it will be difficult to achieve" real price "at a time.

An industry insider said, however, this must be the future direction of development of the market, so shopping centres must seek change.

"Shopping centres have no brains to study the market, set up their own buyer teams, buy out the commodities they manage, and form distinctive businesses to attract target customers.

Instead, it is a simple way to lower prices with upstream manufacturers, so that business competition stays at the initial price competition.

Su Xiaoqing, general manager of Nanjing ask business management consultant Co., Ltd., said that the shopping mall should reflect on its own way of management.

Some experts admit that the popular "buyer" model in Europe and America is also worth learning from the department stores in China.

Nowadays, the shopping center can get 30% buckles, and if the "buyer" mode is well done, the market will have more than 60% profit margins.