Deichman Shoes City "Low Price Pledge" Can Be Fulfilled?

People who often take the bus or watch other outdoor TV may be aware of the name "Deichman shoe city", which is based on the price as a sales tool in Beijing. Deichman shoe city is "overnight becoming famous" through Beijing's public pport television.

Deichman shoes city's publicity mainly on the bus, the main consumer group is Beijing city bus office workers.

According to the survey data, this group of people's monthly income is generally below 5000.

"Deichman is selling the medium and high grade goods to the middle and low income groups at a discount in the form of discount, satisfying the psychological pursuit of this part of the group."

Deichman shoe city official said in an interview with the media.

Deichman shoes city bus ads attract consumers' eyeballs with slogans such as "brand", "cheap", "half price" and "below cost price", which bring a large number of customers to shoe city.

In December 2007, reporters had visited Deichman shoe city several times. Every weekend there was a surge of passenger flow. "Even if it wasn't for the weekend, the passenger flow would be great."

Deichman shoe city salesperson said at the time.

It is understood that Dai Shi man shoe city in 2007 created a daily average of 20 thousand passengers a miracle, becoming one of the most successful cases of the national retail industry.

At the end of 2007, a new product, luggage and bags, emerged in the shoe city of Dai man, and its advertisement made a great deal of foreshadowing for this change.

A few days ago, reporters at the Deichman shoe city, the 6 floor of the Beijing zoo zoo, saw that 1/3 of the whole shoe city has been running bags, including brands such as Goldlion, camel, POLO and other brands, ranging from tens to thousands of dollars, but the sale price of the bags is much lower than that of the manufacturer's suggested retail price.

Whether they sell shoes or sell bags, the price is Deichman's first weapon.

Whether it is the lowest price, according to Deichman's propaganda, its behavior is undoubtedly to bring a price war in the industry.

The average price of Deichman's shoes is about half off, and only twenty percent off of camel outdoor sports shoes on the west side of the shopping mall.

According to Deichman's advertisement, the discount of luggage is about half off, and some bags can be even cheaper.

Only Pepsi bags hit 15% off, and the salesperson told reporters that Pepsi's bags were not discounted in other shopping centers, "because we are always the general agent of the brand in Beijing, so we only hit 15% off."

Deichman said that tens of millions of investment in kailailid shop because of its geographical advantages, "to create the Beijing footwear industry's" price killer ", in order to guard against low prices may be caused by suppliers dissatisfied, has accumulated nearly 50 million yuan of goods ahead of time," we must adhere to the "low price pledge".

There are such slogans in Deichman's bus advertisements and POP advertisements on the store: "fake one pair, lose 1000 pairs; one dollar, thousand yuan."

Is Deichman's commodity the lowest price in the market?

Deichman's choice of brand and style is a means of price war.

According to the reporter's observation, shoe city's footwear business is mainly men's shoes. Most of the men's shoes are domestic brands, such as Louis, Jin Hu, kangaroo, playboy, crocodile shirt and so on, but there are not many styles to choose from in Wenzhou.

There are few famous brands in women's shoes, such as the famous brand shoes, "King Charles", which are not recognized by consumers.

The popular Pierre Cardin brand has only a dozen men's shoes and no women's money.

Deichman's camel outdoor sports shoes hit 20 percent off, but in the camel store in Xinjiekou, the reporter saw that the basic discount of outdoor sports shoes was around 50 percent off, and some of the styles were still on sale.

A pair of 200 yuan white outdoor sports shoes sold in Deichman, only 180 yuan in Xinjiekou store.

In Deichman's "Gloria" women's bag, several of the same styles of women's bags tend to be several yuan to more than ten yuan, compared with online shopping quotations.

In the eyes of most consumers, low quality and low quality are often linked to low prices and low quality. "Cheap goods without good quality" have long been a deep-rooted idea in the minds of consumers.

So what is the quality of goods in the shoe city?

In April 4th, during the interview with reporters, Deichman happened to encounter a dispute between a customer and a businessman.

According to the reporter, a couple chose a kangaroo female bag in the shoe city of Dai man, the price was 426 yuan.

After finding out the off-line phenomenon in the bag, the salesman agreed to sell the bag to the customer at a price of 405 yuan.

However, when the person in charge of the factory was signed, the person in charge would directly tear the place off the line and refuse to sell the package as an excuse.

Orders for the staff told reporters that in Deichman shoe city, some counters were sent by the manufacturer to be responsible for sales, and Deichman only provided counters and uniformed salesmen.

In the 8 floor of Deichman, the customer service department, the reporter saw that there were many consumers who came here to exchange products because of quality problems. Only about half an hour, there were 6 customers patronizing.

Reporters asked staff about service matters.

The staff said, "except for the replacement and maintenance of goods within the stipulated time, as long as we can do it, we will provide lifelong warranty for our products, such as glue and other problems."

In the search results of "Deichman shoe city" entered on Baidu, there are many critical posts on Deichman's products, with Baidu netizens commenting, "Deichman shoes city fake goods are many, and after-sales attitude is extremely poor!"

3 guarantees can not be realized. "

The customer said that he had tried a pair of 41 King Charles shoes in Dai Xi man. Because he was a little big, he took a pair of 40 home, and it was bigger than his 43 shoes. He tried to return to the shoe city, but was told to go to the Technical Supervision Bureau to determine whether to replace it.

Faced with the criticism of customers and the criticism of netizens on Baidu post bar, Deichman shoes city explained that it might be because of improper advertising during the opening period, which caused misunderstanding. "Deichman shoes city has been operating in good faith since its opening up". "These brands are collectively supplied by our 30 suppliers," he said. If Deichman sells fake and shoddy products, the trade and Industry Bureau and brand dealers will deal with it.

Deichman shoe city official also said that the Playboy had done a detailed investigation to prove that Deichman sold the Playboy as a genuine product.

Although dasman shoe city has been trying to prove that it sells genuine brand goods, employees who have been dismissed have posted anonymously on the Internet: "except for several brands in the shoe city, the rest are fake, and some are leather. If you go to the 8 floor sale, you will know that cheap is actually a few (brand cheap), and (the rest of the brand) are not cheap."

It seems that from the beginning of birth, different troubles have always been accompanied by Dasiman.

In September 28, 2007, Deichman was fined 241 thousand yuan by Beijing Xicheng Industrial and commercial bureau for trademark infringement and speculation.

At the same time, in view of the 50 suppliers' recent joint complaint shoe city sales below the cost price, business law enforcement officers to shoe city conducted a scene investigation, ordered the shoe city to cancel advertising sales page below the cost price.

On the package provided by Deichman, the word "an average of 400 yuan per pair of brand shoes is cheaper" is printed. But in fact, there are only one or two brands of Satchi, seven wolves and other brands in the whole shoe Town, which are 400 yuan lower than the original price. Most of the brand shoes are priced at less than 400 yuan and the price is less than half off.

Deichman's advertisement says that "brand is less than cost price", "all brands are so cheap", "the average yield is 50%".

Beijing development and Reform Commission responsible person has said that if a businessman does not sell below cost price, such behavior is suspected of false advertising; if it is indeed lower than the cost price, it is suspected of price violation.

Some consumers have responded to this question, "if the sales are below the cost price, where will the profits of the shopping malls and enterprises come from?

There's no pie in the sky.

Although Deichman's price is a sharp weapon, it attracts many customers, but its lethality to its peers is not as strong as the rumors of others.

Unlike Deichman himself, he is a "price killer".

Reporters in the kailailid clothing wholesale market interview found that in the shoe store in the city of Dai man, a small shoe store still faces visitors and business is booming.

A storefront boss told reporters that their business was not affected by Deichman's shoe city. "Our store has its own characteristics. The shoes sold are upstairs brands (Deichman shoe city) do not have, the price is also appropriate, so there are still many customers patronizing."

In Deichman's downstairs shoes store, there are "real leather" and "low price" tips. According to the merchants, the customers who came to buy shoes did not decrease compared with that before Deichman opened the shop.

If not even the shoe store that is the same building as Deichman has not been affected by it, then it can be imagined that Deichman's killing power to other shopping centers is true or not.