Sales Strategy &Nbsp At A Single Price; A Clear Cut Into Mainstream.

　　 Marked price Force out "one price"

At present, shopping malls and shopping centers have entered the promotion season. Many consumers are surprised to find that promotional advertisements such as "how many yuan to send", "how many yuan to reduce the number of Yuan", and "season to season goods discount" and so on, have been significantly reduced. Many clothing stores such as Beijing Zhongyou department store, Xidan Joy City, first Grand Canyon, world trade scale and other shopping malls and shopping centers will be converted into real prices. Promotion 。

Since the first half of 2011, the national development and Reform Commission has found more than 20 stores in Beijing, Shanghai, Wuhan and other cities have "false high original prices and then discounted" false promotions. The NDRC joint China Consumer Association issued a notice requiring the national department store to push forward the real price.

Since then, department stores in Tianjin, Shanghai, Wuhan, Guangzhou and Shenzhen have been put into operation. For example, the national development and Reform Commission and the China Consumer Association have jointly launched the "promotion of real price" activities.

From the earliest "coupons" halted by the relevant departments to the "full reduction" promotion, which is widely used in the shopping mall, many consumers who are keen on shopping are tired of these promotional games.

Fan Yanru, Deputy Secretary General of the Chinese Department Store Association, said in an interview with reporters that some shopping malls do exist in the use of promotional activities and consumers to play digital games. For example, buying 100 minus 30 in the Ming Dynasty, but setting the price of commodities to a few hundred dollars, such as 195 yuan and 399 yuan, and so on. After each activity, the mall will make a measurement, including this activity. Sale The amount of sales and sales volume and the proportion of the discount part will be much lower. The actual calculation results may not reach the discount rate of external publicity.

Beijing Baisheng shopping center and Jun Tai Department store two famous shopping malls in the national development and Reform Commission on the famous domestic businessmen in a price tag inspection in the performance of "discount price before promotion" trick, by the national development and Reform Commission named.

Although there are only two large shopping malls that have been identified by the NDRC in Beijing, there are far more than those two companies that have price tags. In order to avoid repeating the same mistakes, the major shopping malls "stepping into the minefield" have adjusted the usual promotional activities in the past, instead of selling them with "one price" and "uniform price".

　　 Pricing opaque Consumer Do not buy it

Even though consumers want to get the best discount when they shop, it is hard to judge whether they can get real benefits when they face the price of a shelf. Consumer concerns are not "self serving". In a shopping mall, reporters found that the original price tag of "one price" commodity was either cut artificially or covered by new labels. If you want to know the original price of the product, you can only inquire in the computer system. The price setting is very opaque.

In the "price fixing" process, the formulation of the original price has clearly stipulated in the provisions of the prohibition of price fraud: "the original price" refers to the lowest transaction price that the operator has traded in the trading place 7 days before the price reduction. If the markup price marked by the businessman is higher than the lowest transaction price in the first 7 days of the promotion activity, that is, the original discount price is "false preferential discount"; if the businessman deceives and induces the consumer to purchase by using the false or misleading price, it can be identified as a price fraud. However, because the formulation of "one price" is not transparent, it is difficult to define whether it is a false promotion or not.

Because most of the department stores in China carry out joint operation system, commodities are sold by brands or agents to the market. The shopping mall extracts profits from the proportion agreed in each transaction volume.

From manufacturers, brands, China's general agents or regional agents, classification agents, shopping malls to draw profits from each other, shopping malls must be able to make sure the real price is clearly "not enough".

Because many shopping malls have more or less the problem of fictitious price, consumers' distrust of their "one price" under the present circumstances is not difficult to understand. But in the national development and Reform Commission and other relevant departments and the promotion of the whole industry, coupled with the establishment of consumer confidence in the shopping malls on the basis of business at the same time, businesses need to set an example, "bright and clear deduction" will become the mainstream in the future.