Clearly Code Real Price &Nbsp; Three Major Weaknesses In Home Marketing

The house will be there. Beijing The news of implementing "clear and real price" of commodities is like a spring breeze blowing through the household industry. When people were wondering whether the house could take this action into practice, the home had been draggled in the "3. 15" period to officially implement the "clear price" in 5 stores in Beijing. Home practitioners have to start thinking about changes. Marketing Some of the traditional rules -- "clear price" will hit. Fashion brand The ubiquitous false price in home marketing. Sales promotion The three big weaknesses are priced randomly, bringing a great change to the marketing mode of the home industry.

　 The original price will be eliminated.

The price of a brand of a furniture is 5999 yuan, which coincides with its location. Market To celebrate the sale, in order to promote sales by the store, the brand changed the price tag temporarily, the original price of 5999 yuan changed to 7999 yuan, and then the "sales special 15% off special price" promotion sign was hung up, so that unsuspecting customers thought they had picked up the big bargain and rushed to place the order with the discount which was hard to meet. In the home industry, this is one of the common marketing tricks that many businesses have tacit understanding, that is, first raise the original price and then discount it, which is the nominal nominal price.

With the implementation of the "explicit price" in the period of "3 / 15", this opportunistic marketing trick will not work if it is in the home. The code of "real price" is being stipulated in the house of Beijing, where the price tag of all commodities should be clearly marked and priced at the 5 stores in the home of the company. If you want to promote sales, manufacturers should apply to the home unexpectedly, enter the ERP system, and mark the original price and promotional price on the price tag, and resume the original price after the sales date is over. This has fundamentally eliminated the phenomenon of nominal price.

How to define whether the original price is false or not? What kind of price is the original price? Previously, it was clearly stated in the "management measures of retailers' promotion" jointly issued by the Ministry of Commerce and the General Administration of industry and commerce. "Original price" refers to the lowest transaction price that the operator has traded in the transaction place within 7 days before the price reduction. If there is no transaction price on the previous 7 days, the price of the last transaction before the price is taken as the original price, and whoever indicates the original price false is regarded as a price fraud. In 2011, a famous sanitary ware brand was criticized by the Beijing Municipal Development and Reform Commission for its promotion because of its original price. It is reported that the home will refer to the relevant provisions of the state, through the ERP system to strictly examine the original price of the brand, so that the original price will not be available.

　　 Sales promotion is no longer popular.

People who often stroll in the home shopping mall know that every Saturday, Sunday and other holidays, the shopping mall will launch a variety of coupons promotional activities. It seems that the consumers seem to get some benefits, but they do not know that the door is very deep. A woman in Beijing has been in charge. At that time, a sales promotion of "2000 yuan to 1000 yuan" was directed at a shopping mall. After shopping in the mall for more than an hour, she finally picked up a furniture priced at 4980 yuan. When she was excitedly paying, she was told by the cashier that she could only pay 4000 yuan for the shopping amount, and she also had to go to the reception desk far away from the payment desk to get the coupon with the receipt. After having been in the queue for nearly half an hour, they got two tickets, ready to pay for a shoe cabinet priced at 950 yuan, but the shopping mall did not change the number of coupons, so they had to spend 1000 yuan on the coupon to buy the shoe cabinet, which means that they paid 50 yuan more. In order to spend the remaining 1000 yuan, she had to add some money to buy something less needed. Afterwards, she found that even if she did not participate in the coupon, she could only buy a piece of furniture and a shoe cabinet with 4980 yuan on the basis of normal discount.

The sales promotion is a consumer price game, consumers are often fooled, businesses are often tested. With the implementation of the "real price", the game will not be respected again. The price is transparent, so it's meaningless for businesses to play games such as coupons again. If we want to promote sales, we must have the original price as the basis. If we really want to return the coupons, we can only make ourselves real profits, and then rely on the game of repaying tickets to fudge consumers, and at the end, they will not take advantage of the price. Behind the coupon promotion, it reflects the big price of household products, and the actual transaction price after a round of return is the true price that merchants should have marked. There is "clear price" for reference, price game will stand aside. {page_break}

　　 Manufacturers will be more cautious in pricing products.

To buy furniture and building materials in stores, consumers used to haggle, so the price of products is very arbitrary, and a high price lets you cut enough. If the designer takes the consumer to buy goods, and uses the profit space between the price tag and the lowest psychological transaction price, the salesperson can also give back the designer through the behind the scenes transaction, so that the consumer can make a big mistake. The emergence of this behind the scenes transaction actually stems from the non-standard pricing system of household products.

In fact, the "real price" of the house is introduced, and the price can not be arbitrarily priced. This makes manufacturers more cautious when pricing products: they are too high, consumers are too expensive to pay the bills, they are low and no profit. When pricing products, manufacturers have to seriously calculate the cost of production, logistics, rents, manpower, management and so on in order to get a reasonable profit. In fact, there are also provisions of "the price of purchased commodities (same brand, same specification, non processed goods and non special items) is higher than that of other markets in the region (including supermarkets), and can provide irrefutable evidence, and the higher part is returned to Party A from the home unexpectedly." the price marked by the "real price" is expected to become the base price for the final transaction of some big brands in Beijing's major markets with emphasis on management and image.

We notice that home Promotion All kinds of price traps have deeply affected consumers' buying confidence and affected the overall development of the household industry. According to the data released by the China Consumers Association, 502 of the more than 10 thousand furniture products complaints received in 2011 were related to price issues, representing an increase of 10% over the previous year. According to the insiders, it will bring a boost to the rational development of the household industry by implementing the "explicit price" and stopping the arbitrary price.

　　 A successful pilot of "home price"

Before the official launch of the "code price" in Beijing, the home has started a pilot project in mid February from the middle of the fourth ring store in Beijing. The system has run normally, and businesses and customers have responded well. It has made adequate preparations for the "3. 15" period.

It is reported that every household's products are imported into the ERP system, and the price tag is printed in two copies from the ERP system. An accompanying price holder is placed in the store sample, and the other is sealed with plastic cover and placed in the price tag, which is used for sweeping the code when consumers pay. To ensure that the original price is no longer happening, customers should show the price tag provided by the merchant when paying the money. The cashier will sweep the bar code on the price tag and automatically display it in the system when it matches the commodity information in the EPR, then check whether the details of the goods shown in the system are consistent with the sales contract before completing the transaction.