Fujian Rongcheng Department Store Has Launched A Price War.

In May, CPI rose 3% in the whole country, lower than market expectations, and also hit a new low in the past two years.

Not only is CPI, but the overall economic data in May, especially the PPI (producer price of industrial producer) both doubled and negative year-on-year, which once again verified the downward pressure on current economic growth.

Under the background of "steady growth", consumption has become the most powerful horse drawn carriage.

This is the launch of a series of reports on the battle for money bag.

How do we compete for consumers in retail, tourism, securities and other industries to ensure growth?

"To tell you the truth, this year's department store business is really hard to do. Even if it is not so bad in May, sales are also negative growth. If the original price of the product is slightly increased, this factor will be taken into account, and sales will drop sharply."

General manager of a mainstream department store in Fuzhou said yesterday in an interview with reporters.

The economic environment is stagnant, the real economy is declining, prices are rising and strong.

The platform is feeding, consumers' consumption habits are changing. How many competitors are there in the traditional retailing industry? They used to be online shopping small items, and now they will buy large items such as fridge and flat-panel TV on the Internet. Now they feel that the installation services enjoyed by online shopping appliances are the same as those in physical stores.

"Bayonet" competition

Entering the June, the promotion of home appliances can be described as "tragic" this summer. The price war of home appliances online shopping has further escalated, and several major e-commerce providers have come together to sacrifice the price "killer."

Tmall Electric City, suning.com, Gome online mall, Jingdong mall and other four major household electrical appliances all launched a major price war, and even copied the physical store price war mode: parity, so that the competition between the electricity supplier has entered the white hot state.

"Before, the price of the same kind of goods usually appeared in the physical store, for example, in Fuzhou Gome, if consumers buy an air-conditioner price higher than Fuzhou Suning, consumers can get the difference back in Fuzhou Gome."

Xu, manager of the Fujian Office of an air conditioner manufacturer, noticed that the price difference between stores and stores has been moved to the Internet. "This means that the competition of home appliances online shopping has entered the face to face bayonet stage."

In June 8th, suning.com's "differential return and return" campaign officially began. Users who met the parity conditions could not only get the equal price difference, but also get the numerical integration of the amount of merchandise sold, so suning.com plans to invest 200 million yuan as a replacement amount.

In addition, Jingdong launched its sales promotion in June 1st, including household appliances, mobile phone digital computers and other products, and the profit will reach 1 billion yuan.

In May, Tmall Electric City launched the promotional activities with the theme of "crazy summer season". The feedback activities will continue from May to August, and the sales promotion category includes almost all the brands of digital home appliances, which is the largest scale and the largest effort since the establishment of the appliance city.

Consumers insist on online shopping

"Before the online shopping is to buy some small pieces of goods, now will also buy online, refrigerators, flat-panel TVs and other large commodities.

The installation of the factory is relatively timely, and it gives me the impression that the installation services enjoyed by online shopping appliances are the same as those in the physical stores.

Some consumers said.

During the interview, the reporter learned that the large-scale launching of sales promotion by e-commerce has affected the performance of some household appliance stores in Fuzhou.

A store chain store owner in Fuzhou said that compared with the sales data of the first 10 days of June, the sales performance of its stores fell by nearly 20%.

The store manager analyzed that the most important reason for the sharp decline in sales performance of the entity store is the increase in the intensity of consumer online shopping appliances.

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Department discount war

If the supplier does not do it, the department stores will pay the money on its own, so that only one consumer can be consumed by the department stores.

Fuzhou's department stores' "hesitation" began this year.

In February this year, the retail sales of 50 key large retail enterprises decreased by 2.78% over the same period last year, the first negative year-on-year increase in retail sales since January 2011.

Even in the peak season of May, sales figures are still ugly.

There are many reasons for the current predicament of department stores. First of all, it is one thousand shops, the homogenization is becoming more serious, and some brands repeat rate even up to 90%, especially women's shoes and sporting goods.

At present, the department stores in Fuzhou have expanded to 13, with the rush of electricity suppliers, and the "growing pains" of the department store industry has become more prominent.

It is now in the off-season, and it will last until the end of August and early September.

"Discount is often the simplest and most effective."

One hundred goods high-rise said so.

Reporters learned that most of the department stores will celebrate the year June.

How low is the Zhongqing discount? According to a reporter's survey, no department store claims less than 50 percent off.

Apart from the usual discounts, there are many tricks. The "super Sunday" upgrade of the East hundred Street store has 7 free opportunities per Sunday (one free floor every 2 hours), with a maximum capping of 5000 yuan.

Dongfang department store, which is a high-end line, will launch a shareholder's bonus in June 16th.

"Consumers are our" shareholders ".

All the VIP customers who spend more than 20 thousand yuan in the store in 2011 are invited. These "shareholders" can not only enjoy the best discount in summer for the whole museum, but also return to the maximum consumption of 5 per thousand in 2011, and the highest volume of gold bullion.

Tianhong Department Store in the Wanbao business circle, who is in the ascendant, moved the golden egg activity to the present. The highest prize for the event is worth 1888 yuan.

"Suppliers do not do the department stores themselves, and pay for them. There is only one purpose for more consumers to spend in department stores."

The Department Store executives said.

The original price of the sale is "high end"

"Compared with the people's livelihood products of the supermarkets, the commodities supplied by the general department stores are not necessarily necessities of life. Therefore, under the premise of inflation, the first thing to be" cut down "must be the sales volume of the department stores.

There are department stores in charge of the view that in the context of price increases, low price as a business strategy of rapid development of online retail, seize the original market of department stores.

"Shocking concessions, defending purse", "VIP Sheng Hui money is the absolute principle", the Dayang department store East Street store and Tianhong Department store sales promotion slogan, how much reflects the mentality of consumers.

Reporters also noted in the visit that the economic environment is stagnant and prices are rising. The mainstream department stores in Fuzhou are selling at all levels, opening up special stores everywhere.

However, despite the promotion of the mainstream department stores, the mainstream price of mainstream brands at the moment is more and more high-end, but it is blocking consumers. Taking the PLORY brand as an example, the price of short sleeves is 498 yuan this year, which is generally more than 60% higher than the previous two years.

In the interview, some consumers said that now there are many comparable software on the smart phone, scanning the bar code can be, the discount of the goods in the mall is not cost-effective.

Small shop separated lunch break market

The sense of crisis comes from many aspects, originally from a strong electricity supplier, but nowadays even the electricity supplier who goes on a regular price route also sells special selling cards and snatch food.

The largest B2C (business to person) online shopping platform Tmall (Taobao mall) has recently claimed that from June 18th to 21, more than 200 clothing brands launched summer consumer feedback activities, including almost all popular brands among young people. The discount is also very attractive: the lowest 90 percent off, 60 percent off ceiling.

Not only that, the small shop "near" office buildings, attracting white collar lunch break "Taobao", and also rush to eat with the Department Store bigwigs.

Such a small shop is not uncommon in Fuzhou, especially in the 54 section of office buildings.

The cost of opening a shop in office buildings is much lower than that of shopping malls and street facade rooms. Turning the cost advantages into attractive price advantages is the first and most important reason for many stores to "hide into small buildings and become unified".