Outside The "Price War" &Nbsp, Is There Any Recruitment In Physical Department Stores?

From the day before, Shanghai

Compared with previous years, this year's year-end discount season has been fully advanced for one month.

This is not only related to the earlier spring festival next year, but also by the industry as a result of the rush of tourists from the real shopping centres and online shopping.

But can the "price war" help the physical shopping malls to win? Behind the busy promotion is actually the topic of the development of commercial retail.

Where does the discount come from?

In last week's "no shut down" campaign, consumers questioned the authenticity of the offer.

Whether the sales promotion is favorable or not? After a reporter's investigation, it was found that some consumers' "old fashioned new models" were not so common, and about 70% of the products that participated in the promotional activities were new products for the new season.

Paris spring Hongkou store official revealed: "more than a month ago, we began to prepare for this round of sales promotion, the entire shopping mall to suppliers'" only can't get out "supply requirements, there will be no large-scale use of old money posing as a new model.

Some consumers have suggested that the price of some products after discount is still high, especially for winter boots.

The reporter saw that most of the long tube winter boots were priced at about 1800 yuan, and the lowest discount price was seven hundred or eight hundred yuan, while the price of a new leather dress was only 2000 yuan, and the price was about 1000 yuan after the discount.

The result of "a pair of boots is worth a leather coat" makes many consumers feel that the price of boots is unreasonable. And consumers also suggest that the original price of winter boots of similar style two or three years ago is only seven hundred or eight hundred yuan, and the price is too far off.

People familiar with the matter said

Where are the advantages of physical shopping malls?

The promotion of physical shopping malls has always been very popular.

Reporters saw two days before the scene, many consumers in order to participate in Paris spring business first hour "full 99 minus 70" activities, one hour before opening the door, braved the cold wind waiting for the door.

In order to get the free iPad 2 from 23 hours to 0 o'clock the next day, many people are still shopping in the middle of the night.

From the feedback of some shopping malls, the passenger volume during the activity increased by nearly 100%.

Many brands that participate in the event also sell in the online shopping mall. Why are consumers still struggling in the physical shopping malls? Experts point out that there are some traditional advantages when the entity stores compete with the electricity suppliers, and there is no need to be overly pessimistic.

Many consumers reflect that clothes, shoes and other products are best to wear: "no matter how the words describe, the fabric feels good or not, the clothing upper body effect is good or not, it is necessary to wear it to know", "although the shoes have standard size, but some people have high instep, some people are too narrow, they can not be bought on trial."

In contrast, the clothing of the online mall has the advantage of price, but the product is less than the physical shopping mall in terms of visibility.

Some consumers say that daily necessities can be purchased online, but clothes and shoes are more suitable for buying in physical shopping malls.

But there are also deficiencies in physical shopping promotion.

For example, many clothing brands refuse consumers to try on during activities, and the problems such as high temperature and not fresh air in shopping malls are also prominent.

Consumers suggest that physical shopping malls can allow consumers to try on in advance, and then make appointments to divert the crowd. They can also provide storage space, allowing consumers to enter the shopping mall and get ready to go shopping.

What do you spell beyond the price?

In fact, the "price war" is not the ultimate magic weapon for the physical market to win the market.

Reporters learned that the large discount sales for the physical shopping mall ushered in a huge passenger flow, sales doubled, but the profits of shopping malls increased little.

On the one hand, sales and profit making are the result of "letting each other" of suppliers and shopping malls, with the meaning of "small profits but quick turnover". On the other hand, the increase of manpower cost extended by business hours also occupies a large part of operating profits.

In addition, not all physical shopping malls are suitable for "price wars". For example, those shopping centers, including shopping, dining and leisure, are difficult to ask for a discount of different formats.

In this case, the physical market must jump out of the "price war" and find another way.

Insiders pointed out that the use of physical shopping malls space advantage, create a unique shopping atmosphere is an important way to attract consumers.

Recently, many shopping malls did not offer discounts as a selling point, but instead focused on cultural activities, creative displays and scene simulation. The Shanghai golden Center Mall used the original hall style space design to hold the costume design exhibition. The sun moon center set up a huge wishing Christmas tree, inviting consumers to send holiday blessings for their relatives and friends under the tree.

These activities are not only in line with the positioning of consumer groups in the shopping malls, but also in the good market response, making consumers willing to spend money in "shopping around".

In addition, it is also important to change the marketing means and promote the level of good faith management.

Some physical stores sell promotional coupons and coupons in the hope of stimulating consumers' recycling consumption.

But these methods often lead to "cattle" that disrupt the order of operation, or cause consumption disputes in the process of using coupons.

In contrast, the "clear price" and "clear cut" are more popular.