"Positive Spreads" Attract More Potential Customers For Brands

"P > Dragon Boat Festival, holiday is not just for us, luxury brands also choose to give low prices at this node.

In recent days, Gucci, Chloe, and Paris family have officially launched the spring and summer discount season. The first wave of discount will last for 7-15 days, and the start-up time is earlier than last year.

In terms of discount intensity, although most brands still maintain an average of 7-8 fold, there are still big cards that discount 70 percent off.

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< p > this is the department store where the big brands are sitting in a tight seat. A year's "only two" discount season becomes the rule of "no action"; the other is the online business people who rush into the shops, but they quietly break the "old rules of the physical store". The discount rate is not only "no fixed period of the whole year", but also shocking 90 percent off dynamics, because it wants to gather a large number of young consumers from the Internet and the VIP who have been taken away by purchasing.

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< p > < strong > the start of the discount season starts, with a minimum of 70 percent off < /strong > < /p >.

< p > a lot of careful customers have discovered that during the Dragon Boat Festival, the posters of "SALE" have been hanging out, which indicates that the first big discount season has been quietly launched this year.

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< p > at Hangzhou Tower, DOLCE&GABBANA took the lead in starting the discount season in June 7th. Men's clothing was lower to 30 percent off, and some accessories were as low as 40 percent off. On the same day, some products such as Ferragamo, Burberry, TOD, S were all sold to 40 percent off.

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< p > < strong > > the "discount season" of the big names is already on the verge of breaking down < /strong > /p >

< p > Bally, Fendi as low as 50 percent off, Valentino as low as 30 percent off, MaxMara, MAX&CO and iBlues as low as 40 percent off.

In the Mixc, COACH designated goods as low as 40 percent off, two extra convenience handbags 10 percent off, Y-3 part of the merchandise 10 percent off enjoy "full delivery".

"This year's discount season started in early June, compared with previous years earlier, and there are many new brands for the first time to do special sales."

The head of the department store said.

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< p > it is reported that Italy underwear brand La Perla has made the first discounted hot sale this year. The brand that sells above four digits has put the discount on 70 percent off.

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< p > "now the discount season for big names, the gradient discounts are becoming less and less obvious. In the past, many brands were discounted by the rhythm of 20 percent off, 30 percent off and 50 percent off. Now many brands choose to take one step at a time and hit 50 percent off at a stretch."

Mall people said.

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< p > < strong > electric business is mixed into promotion war, the whole year has no rest and low discount < /strong > < /p >

< p > > "TOD" S discount season 40 percent off, but the charm will be 55% off tomorrow. I plan to start with the price below. "Miss Cao said," some of the brands on the website are sold by themselves. Some brands are not sold in Hangzhou at all, but the discount is very low, and sometimes they can't afford to buy more or less. "

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The charming charm of Miss P's mouth is a luxury shopping website. Every day, the website will sell 3 to 4 international first-line and second-line brands. Each sale will last for about 7 days, and the goods discount will reach 90 percent off.

The website's brand includes TOD 'S, Burberry, Chloe, Lamer, Boss Orange and other brands.

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The shopping websites like P, such as glamour, are more famous in the United States, such as the West and the Fifth Avenue. They all have authorization agreements of several brands or brand agents. The discount rate of the "year-round" discount has completely broken the rules of the "discount of two times a year" in the department store.

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< p > "under general circumstances, the discount rules in big department stores will not be changed easily. It is undeniable that the discount cycle on the e-commerce platform is shorter and more flexible. Whether the electricity providers are forcing the big players to advance the discount season is not easy to say, but the big players started the discount season ahead of time, which is sure to fight for the first time."

Analysis of market participants.

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< p > < strong > "positive price difference" for brands to attract more potential customers < /strong > /p >

< p > in the retail circle, the e-commerce platform is figuratively likened to the brand's "sewer". The big players can't make a big discount in the franchised store, but they can use the electronic business platform to achieve it.

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< p > "actually, luxury shopping websites attract more young consumers. They often do not have the economic strength to buy luxury goods at the exclusive stores, and spend less money on the Internet to buy the big cards to satisfy their demand for luxury goods. Irregular and frequent promotions on the website will arouse the curiosity of young people and break the impression that they have a big discount for a long time.

The industry said, "for the big players, today's young customers may become the VIP of tomorrow, and the electronic business platform is helping them pack up a large number of young consumers and those VIP that have been lost."

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Less discount, faster promotion rhythm, can the electronic business platform accomplish this secret mission for the big names? < /p > p

Del Vecchio, an associate professor of business school at University of Miami, has done an interesting experiment to compare the sale of 6 different shampoos with different price and discount. It turns out that consumers do not favor the cheapest and do not buy the lowest discount, but are fond of the shampoo which is "the most expensive but the most discounted".

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"P >" the original price is 10600 yuan, the present price is 4770 yuan, and the discount is 55% off. "

This is a luxury shopping website TOD "S" a target= "_blank" href= "http://www.91se91.com/" > leather "/a" bag price, so "shocking" price setting, is in line with "the original price is very expensive but the most discounted" standard.

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< p > "the discount of luxury shopping websites is in line with the price difference of some new customers. That is to say, such a price difference is lower than their expected price. Positive price difference is more likely to stimulate buying behavior," the industry analysis. "But for old customers, the brand is 60 percent off or 30 percent off, which has little impact on them because they will rush ahead with the new handbags at the positive price, or pay for the limited edition which never discount."

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