"N Folded" Into A Normal Market, Consumption Experience Becomes The Key

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"P", "51" and "eleven", promotion of physical stores, "double 11" and "double 12", and e-commerce promotion is a big battle for businesses every year.

This year, the electric business took the lead in snatching the golden day of the May 1 market and caused an uproar in the market.

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< p > < strong > discount sale is becoming normal. < /strong > < /p >

"P" this year, the major electricity providers are unable to resist. After suning.com and other staged "whole network reserve price" defensive battle, Jingdong household appliances also announced "51 great promotion", and sales promotion activities have been fully rolled out in mid April.

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< p > industry insiders said that the sales promotion period in previous years was mostly focused on the "double 11" and "double 12", which were caught before the end of "eleven" and before Christmas.

Now, in the face of fierce competition in the same industry, the promotion date of electronic commerce is also advancing.

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< p > Suning has issued 2 billion yuan "cloud tickets" in advance through stores, suning.com and clients. Consumers can receive them free of charge. They began to concentrate on 5 days in April 17th.

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"P > Gome will celebrate the whole April as a celebration month, and the sales promotion will start in April 1st.

Shop No. 1 only screamed for 3 days at the end of the month, and the coupons were released. This month also arrived ahead of schedule in April 16th.

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"P", then, the entity will be a collective counteroffensive? Today, the standard for sales promotion is more and more strict, and there are few direct discounts.

Followed by various patterns of promotion, of which the "integral exchange of gifts", "return cash integral" and other preferences are the most likely to allow consumers to fall into the "endless" circle.

Some traditional department stores and shopping centers are promoting sales. Some of them are "a target=" _blank "href=" http://www.91se91.com/ "> clothing < /a > 5 fold", some "clothing", "a target=" _blank "href=" http://www.91se91.com/ "> shoes" less than 200 yuan to 100 yuan, "and" clothing 200 yuan to 200 yuan ", while others set up many" flower cars "for discounted goods, others set up temporary discount areas and discount tents......

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< p > a salesperson of a department store, though not in a bad year, is also selling at a reduced price.

In fact, the discount of physical stores has become the norm. No matter whether the new products are on season or the off-season sale in season, they are always doing activities.

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< p > a lot of luxury shoes and shoes and bags in Beijing also began to drop their figure, quietly discounted, some new or even less than 50 percent off, first-line luxury goods such as Dior, Burberry, YSL, TOD "s" and so on, changed the scene that "a bag is hard to find" before.

So in the new Dior store, about 20 2013 spring and summer shoes were labeled 40 percent off.

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< p > survey shows that when consumers face traditional department promotion activities, they almost choose to like "discount", while all other sales promotion methods are selected as "not like".

For example, "shopping coupon", "low price Limited shopping", "shopping lottery" and "giveaway" were all chosen as the most disliked sales promotion methods.

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< p > reporters interviewed several interviewees on the telephone. They said in succession: "discount directly, see where the discount is, at a glance."

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Mr. P, who often shoppers in shopping malls, said that sometimes, when a gift came to the store, it was discovered that the gift was not the same as the brand of the purchased product. Sometimes, the shelf life of the gift is approaching.

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< p > some of the respondents said that the sales promotion method was a headache.

Sometimes, in order to collect a certain amount of money for a coupon, it costs more money. Shopping is a happy thing, but it's even more cost-effective to calculate how much it is.

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< p > < strong > 50% respondents believe that there is no best shopping place < /strong > < /p >

< p > questionnaire shows that respondents will fill in the "most frequent department stores", but for the "best shopping place" options, "almost", "no" or "no know" and other similar answers occupy half of the total.

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< p > some of the respondents said: "the principle of shopping nearby is not very different. There is no special shopping mall."

Some of the respondents said they usually go to shopping malls to buy daily necessities, and there are more supermarkets. They do not compare the prices and quality of the shopping malls, so they can not choose the most favorite businesses.

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Among the reasons that P respondents gave to the shopping mall, the top three were "commodity variety", "convenient pportation" and "regular promotion activities".

For promotional activities, businesses say sales promotion is aimed at attracting consumption and gathering popularity.

According to the different sales objectives of a certain stage, merchants offer different promotional methods. A single discount can not fully meet the needs of businesses.

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< p > aiming at consumers' criticism of gifts, some businessmen say that if the gift is a fake, it smashed its own signboard, and the loss of reputation is not enough to make up for the money saved by the gift.

They say that this way of promotion is to give customers a benefit by giving back to customers under constant prices.

Sometimes it is to promote a new product to customers, and strive for consumers' recognition.

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< p > some experts say that customers expect a better shopping environment because consumers nowadays do not take shopping lists as one thing, but as a time to enjoy their enjoyment. The choice of shopping malls and multi brand varieties is the best shopping environment for them.

With excellent sales and after-sale services, we can establish a reputation in the minds of consumers.

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< p > the survey also showed that nearly half of the consumers could not choose the best shopping place in their hearts, to a certain extent, that the mall did not make its own characteristics.

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< p > "what you want to buy is selected online, and you feel that the discount of all the stores is almost the same. Let's take a look at it."

A woman told the clothing times: "I did not pay special attention to the discount information in the mall, there are many opportunities for clothing discount. The theme activities in the mall are quite interesting. My friends and I came to feel the atmosphere of the event."

Many businesses also say that the use of discounts to attract customers has gradually failed.

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< p > reporter found that from the price point of view, the promotion of the entity store is still at a disadvantage.

Entities must reduce the level of supply channels, and increase the degree of differentiation in the operation of goods, in order to effectively enhance the core competitiveness.

Unlike previous years, this year's traditional department stores and shopping centers no longer rely on discounts and low prices to attract popularity. Instead, they focus on the experience and attract consumers to shop consumption with personalized activities.

Compared with the popularity of experience activities, restaurant sales are gratifying, but sales of category a such as "target= _blank" href= "http://www.91se91.com/" > clothing "/a" are not yet well judged.

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