Spring Festival Promotion In Department Stores: "Pie" Or "Trap"?

The Spring Festival is approaching.

Consumers have different opinions about the form of promotion.

Some consumers think that the business of selling coupons is to make use of the psychological value of consumers' return, and create various hidden fraudulent traps, so that consumers can spend more money on them.

Another consumer thinks that the coupon sales promotion is a more intensive discount, which will achieve the effect of less money and more shopping.

Is shopping promotion "pie" or "trap"? Reporters conducted an investigation and interview at a large shopping mall in Baotou.

Contradiction between publicity and sales

The slogan "buy 98 yuan to 118 yuan" can be seen everywhere in Baotou thousand thousand department stores, but through interviews, there are different discounts in shopping malls.

A men's wear brand of the shop played 50% of the men's wear discount. When our reporter asked whether the store was involved in the "consumer coupon" activities.

Shopping guide said: "two activities have, if customers only intend to buy men's clothing in this shop, can participate in half off concessions, if you want to buy other products, you can choose" buy 98 yuan to 118 yuan "activities.

In a sports brand shop, however, a "buy 98 yuan back to 98 yuan" activities, when the newspaper reporter asked the reason, the guide said: "buy 98 return to 98 activities, as long as it is the participating businesses are universal, but buy 98 to 118 of the coupons can not be used for 98 yuan activities, the consumption of vouchers to spend more than the need to make up the difference, and less than the consumption coupon denomination is not changed."

In the interview, the reporters found that the activities of consumption and coupons were not in the audience. The guide of an outdoor goods store told the newspaper reporters that they did not participate in the coupons in the shopping mall.

For shopping coupons in shopping malls, several shopping citizens told our reporters that businesses had taken out some of the items that were more expensive, but the new ones were not discounted.

Baotou Bao Bao building launched a 3 day discount coupon in January 6th. It returned to 90 yuan electronic voucher for 100 yuan, but cosmetics, Huang Bojin, watches and some brands did not participate in the coupons.

The reporter understands, even if it is to participate in coupons, if customers do not want to participate in the coupons, they can also discount according to the actual situation.

Customer Shen told reporters: "I am willing to buy something directly discounted, which is cheap and easy to save. If I return the ticket, I will buy some unnecessary things and even spend money again."

Return is nothing but profit.

The staff of the marketing department of the shopping mall introduced the coupons proposed by our newspaper reporter: some shops can use coupons at the same time, some are only coupons, and can not use them or can only use coupons instead of coupons.

Whether or not people set up purchase barriers in the process of refund?

Shopping malls believe that the purpose of business is profit, whether from a shopping mall or a manufacturer.

The purpose of the coupon is to increase sales while allowing profits.

The vast number of consumers should maintain a rational attitude towards consumption and not be dazzled by the frenzied mentality of taking advantage of it.

There is an endless stream of shopping people in the city of darling.

This reporter saw some business district posted 400 yuan to send 200 words, the reporter asked the salesperson, "what is the meaning of sending 400 yuan to 200?" the salesperson explained that as long as customers shop in the store for 400 yuan, the shop will give customers a value of 200 yuan voucher. This generation of gold coupons can not be exchanged for cash. Vouchers can be used in cash in the store.

In the shopping crowd, a man negotiated with the salesperson.

It turned out that the customer saw a pair of men's leather shoes worth 298 yuan on the shelf. He wanted to use his voucher to make up the difference to buy the shoes.

However, the salesperson said, "this counter is limited to the voucher.

In order to spend more than half an hour later, he easily picked up a leather bag, but he was told by the counter: "no voucher".

At the entrance of Victoria's Mall, "98 return 110" (clothing) or "98 return to 100" (International Sports)

The store thinks that coupons are a marketing activity organized by shopping malls to increase sales volume or propaganda.

Although the sale of coupons is large, most businesses will participate in order to maintain good cooperation with the market.

Most of the major brands do not participate in the coupons.

The cost involved is shared by businesses and shopping malls.

Shopping malls often pay this fee in various forms of concession.

Consumers should understand sales promotion terms.

For the failure to achieve the return of the purchase, where the profits generated, reporters interviewed the above parties, all parties did not declare.

Zhang Ke Chang, the fair trade division of Baotou industrial and commercial bureau, said: at present, the sales activities of the major shopping malls are all promotional activities, which belong to the category of prizes sales activities.

In the second article of the regulations on the prohibition of unfair competition in prize sales activities, the promotion activities are defined. "The sale of prizes" in this Regulation refers to the act of selling goods or providing services, incidentally providing goods, gold or other economic interests to purchasers.

It includes awards for all purchasers who are awarded bonus sales and award raffle prizes for some buyers.

Zhang said: regular promotions will not interfere.

However, false and untrue phenomena are not allowed in promotional activities.

The false phenomena in promotional activities are mainly the following: the advertisements advertised by businessmen are exaggerated and false, which are not consistent with the real situation; when they are promoted, they raise the prices of goods without authorization, so that consumers can not get real benefits.

In addition, the quality of goods will not be reduced because of promotions. The commodities that do not take part in promotional activities should be clearly marked, so that consumers can clearly consume.

Businesses should be truthful in promoting sales and should not arbitrarily exaggerate.

If there is a dispute with consumers, businesses should do after-sale services such as refund and replacement.

When participating in promotional activities, consumers should compare the prices of the active commodities and have a good idea.

In addition, the director of Zhang introduced the third articles on the prohibition of unfair competition in the sales activities of the award, which prohibited the following fraudulent and prizes sales activities, lied in the false and untrue representations of the award sale or the type of award, the probability of winning the prize, the amount of the highest award, the total award, the general category of the prize, the quantity, quality and the method of offering.

"The above terms are the restrictions on the sales promotion of a prize, and consumers should understand these provisions so that their interests will not be infringed.

Zhang said.