Each year's year-end promotions are the “main battlefield†of businesses’ “fightingâ€. This year, Shanghai’s merchants are “Nuggets†who have spared no effort. Many malls have even taken i-Pad as a gift to instigate consumers’ shopping nerves. However, many consumers said that even if all kinds of promotions are very "powerful", after the discount is over, the price of clothes and boots is not cheap.
â—ŽThe business districts in the business district have "discount weapon"
This reporter learned that at present, several shopping districts in Shanghai have already determined the Christmas promotion program. The Luyueguang Shopping Center in Dapuqiao Shopping Circle in Luwan District not only displays the promotional slogan “The lowest price in the city's mobile phonesâ€, but also displays Taiwanese specialties such as oyster omelets, Alishan bamboo rice cakes, and Hualien 麻麻, etc. from the 17th to the 26th. Xujiahui business district not far away is also a fierce and extraordinary place. On the evening of December 31st, Huijin Department Store, Sixth Department Store, Grand Gateway Plaza, and Pacific Department Store will jointly launch a “countdown†with discounts of 300-150 discounts, and some shopping malls. After 21 points, there are gifts.
Nanjing East Road shopping district, 353 Square took out the brand's lowest 3 fold from the "promotional weapon", Yongan Department Store this weekend launched a full 299 minus 160 activities, the luxury of Nanjing West Road shopping district is also "not to be outdone", Golden Eagle General Department sent 298 to 300. A number of stores throughout the city in Paris have also joined the year-end promotions. The Paris Spring Baoshan store will remain open on December 11 and will postpone the opening hours until 4 am, with a discount of 99 minus 50.
Shopping mall "fighting" also did not forget to be reflected in Christmas decorations. The 100-meter “Christmas Star Avenue†is set up in the Plaza of Meron; Super Brand Mall will be broadcast on Christmas Eve “The most touching Christmas confessionâ€. Many malls such as Westgate Mall, Super Brand Mall, and Plaza 353 have returned iPads as prizes this year.
“High price and low discount†is actually not much cheaper. Although the major shopping malls are riveting with “low foldâ€, many consumers still say that although discounts may seem attractive, discounted prices are still not cheap. "Last year, boot prices were about 1,000 yuan, and now basically the price is 1300 yuan, 1,400 yuan, even if the full 199 minus 110, after discounted more than 700 yuan." Landmark, white-collar king ** is trying a pair of second-line Boots brand boots, she found that "the discount season" to buy something is not cheap. "But there is no way, the consumer's psychological price is constantly being raised, this time do not buy, usually buy the price more expensive." Wang ** said.
According to an industry insider of a shopping mall in Nanjing Road, the rising cost of this year does have a certain impact on apparel and footwear companies, but this is not the main factor in the “trend†of retail prices. “Now consumers are savvy, and they are usually shopping with the attitude of “do not buyâ€. This forces the malls to pressurize suppliers, and they hope that they will participate in the discounts. When suppliers cannot bear the pressure of discounts, Will be forced to raise the ex-factory price, increase the discount space.†The industry sources said that many brands will launch a new discount when they will launch 70% discount, looks like a discount, but in fact is just a promotional strategy.
◎ Shopping strategy One week earlier proofing Trying on the skyrocketing prices, the situation that the prices at the malls are still not low, how to use the “discount season†to master the tricks, has become a topic of concern to many consumers. In this regard, the reporter interviewed people shopping, for the consumers at the end of the year to fight money to save money.
"A lot of clothes are incomplete when they are discounted. If you don't grab the size you need at the start, especially for some unpopular size, then the whole game will fail." All will go to shopping malls for proofing, try on, and other promotional activities kick off, they will rush to the corresponding container at the first time, pick up the clothes, and the sales person will resolutely throw a sentence: “do not try on, it is necessary to this dress This style, this color, size is 180, invoicing."
Lao Zhang said: "The fight is like fighting, and you can squeeze five or six people in one square meter. The checkout amount is four digits and the purchasing power is strong. So you must be familiar with the terrain in advance to find out where your favorite clothes are. Where is the cashier, so that the shopping can be targeted."
The forum "supplied" membership card "Upstairs bird's nest, Zhou Shengsheng, and Xie Ruilin's membership cards are available for free. Please inform me by SMS if needed." "Rental justgold membership cards, as low as 20% off regular-priced diamond jewelry, featured 65 percent off..." In the major shopping forums, the loan of some popular brand members' cards has come up one after another. Postcards for spelling and borrowing cards have been “flowering everywhere†in major fashion forums.
It is understood that some Hong Kong stores, especially gold jewelry brands, for example, as long as the membership card can be discounted, which also facilitates the "benefit sharing" between consumers.
"Taobao also sells discount cards for Hong Kong DFS (duty-free shops). These cards are valid within two hours of opening the card. When you book your date on Taobao, the day goes in, the seller has already contacted you. “The shopping expert Xiao Yi said that she often buys DFS discount cards with three friends on Taobao, for a total of 350 yuan. Each person is allocated more than 100 yuan in cash and can enjoy discounts for all brands in Hong Kong duty-free shops. . "Gucci is 15% off, Swarovski 25% off, Dior is off 15%, if you buy more, you can save a thousand or two thousand dollars."
The scrimmage is more than the discount rate of “100 minus 100 and 199 minus 99. It looks similar, but the actual difference is close to one.†According to the shopping experience of Kevin, many products in the mall are not an integer, and even most are At the end of the 9 or 8 digits, when the full 200 minus 100, the goods they bought were just 199 yuan. It was not enough to reduce the amount of 100 yuan. If the difference was 1 yuan, they would be mercilessly stopped outside the "provider door."
"For example, if you send 300 to 300, it looks like you are playing 50% off. In fact, most of the discounts are 6-70%. Similarly, commodity pricing is rarely an integer, and it is rarely enough to have a whole number of 300." After consumers fully understand the scope of use of gift certificates, they then find the goods they need to purchase in the shopping mall, and then discharge the most cost-effective purchase order. Do not see a piece to buy. â€
Shop around for three quarters to prevent seasonal goods "Although some shopping malls are also discounted, but will be out of season clothes out to sell, the new is not a discount." Consumer Pony recently attended the anniversary of the Pacific said. According to industry sources in a department store industry, there is indeed a phenomenon in which the quarterly discount season has been “active†in shopping malls, while new products have been “frozenâ€. "But in fact, a large part of consumers do not care about whether the merchandise is of this year's or last year's style. As long as the discount is strong enough, they are still willing to buy."
Shopping people Xiaoyi on this "recruitment": consumers in the choice of "shopping" shopping malls, do not only refer to the intensity of the discount, in comparison with the strength of discounts, to shop around, in determining the price, style are relatively comparable After the purchase, rational purchase.
Why is the "critical food" promotion "half-masked"?
The "social situation and public opinion" proposal: set up a discounted counter to clearly inform □ Evening News reporter Feng Lanxuan's intern Kanghui reported that the "critical food" approaching shelf life should be clearly identified, but many businesses have "buy one for one", special promotions. The method "quietly" handles. Teng Xingbao, a member of the Democratic People’s Republic of China Construction and New Hualian Building’s commercial company, pointed out in a “social situation and public opinion†submitted to the CPPCC recently that this situation should be changed as soon as possible.
Critical promotion uses "Buy One Get One Free"
Yesterday at 2 pm, the reporter saw a supermarket near Sanmen Road. He had piles of “buy one get one†green bean cake and bright fruit juice with half price in several carts in the corner, which attracted the attention of many citizens.
Careful identification: Mung bean cake will expire on the 10th of this month; bright fruit juice production date is November 12, shelf life is marked as 30 days, 4 days will expire. However, for these "critical foods", no text reminder was marked on the cart. Many elderly people heard the salesperson “buy one, get one free†and shouted loudly and rushed into the shopping basket. "It's cheaper than usual, and it's quite cost-effective," says residents Aunt Wan.
In the soybean product area of ​​a large supermarket at Wujiaochang, two boxes of ancestral name bean curd with a production date of December 6 and a shelf life of 2 to 5 days were bundled together with a red plastic tape with a striking price: two boxes of 3 yuan. . It is lined with a box of fresh tofu with the same brand, but the unit price is $3. Some upcoming expired goods in the freezer are also promoted in this way. However, near the freezer, there is no indication of any imminent or "critical commodities". Citizens only have to look at themselves to know important information about shelf life.
In a large supermarket near Huangxing Road, lactone tofu, which is produced on December 7th and has a shelf life of 3 to 7 days, is also sold half-price in two plastic boxes. Sausages and other foods are marked with the words "buy one, get one free," and are also placed along with fresh food in the promotion area.
Price cuts and bargains are easy to cause disputes On October 29, 2007, the State Council Administration of Industry and Commerce promulgated and implemented the Guiding Opinions on Regulating the Food Credentialing System and the Purchase Account System (hereinafter referred to as the “Guiding Opinionsâ€). When it comes to the shelf-life of food, it should be displayed on the sales place for sale, and the consumers should be given notice and notice.
"The "Guidance Opinion" has been implemented for more than three years, although the "critical food" sales situation has improved, but it is not optimistic." Teng Xing Bao said. After investigating some large and medium-sized supermarkets, he found that "critical food" still uses the form of "buy one for one," special promotions for dairy products, vacuum cooked foods, and discounted bargains for frozen foods, resulting in disputes between consumers and businesses. Happened.
Clearly informed that disputes can be eliminated "Consumers agree with the "Guidance Opinion" in the requirements, requiring businesses and their efforts to 'induce' consumers to purchase these 'critical foods', it is better to set up a counter discount sale." Teng Xing Bao said, This not only allows consumers to understand consumption but also prevents disputes from occurring.
The "Course of the People's Republic of China" submitted to the CPPCC proposes that the government departments should strengthen their guidance and further regulate market operations and supervision. Leading by industry and commerce management departments, industry associations participated, businesses actively cooperated, and earnestly implemented the relevant provisions of the “Guidance Opinionsâ€, so as to standardize, institutionalize and normalize the “critical foods†sold by various shopping malls in the city. (Teng Fuqin Wang Xie reporter Shi Kaifeng)
â—ŽThe business districts in the business district have "discount weapon"
This reporter learned that at present, several shopping districts in Shanghai have already determined the Christmas promotion program. The Luyueguang Shopping Center in Dapuqiao Shopping Circle in Luwan District not only displays the promotional slogan “The lowest price in the city's mobile phonesâ€, but also displays Taiwanese specialties such as oyster omelets, Alishan bamboo rice cakes, and Hualien 麻麻, etc. from the 17th to the 26th. Xujiahui business district not far away is also a fierce and extraordinary place. On the evening of December 31st, Huijin Department Store, Sixth Department Store, Grand Gateway Plaza, and Pacific Department Store will jointly launch a “countdown†with discounts of 300-150 discounts, and some shopping malls. After 21 points, there are gifts.
Nanjing East Road shopping district, 353 Square took out the brand's lowest 3 fold from the "promotional weapon", Yongan Department Store this weekend launched a full 299 minus 160 activities, the luxury of Nanjing West Road shopping district is also "not to be outdone", Golden Eagle General Department sent 298 to 300. A number of stores throughout the city in Paris have also joined the year-end promotions. The Paris Spring Baoshan store will remain open on December 11 and will postpone the opening hours until 4 am, with a discount of 99 minus 50.
Shopping mall "fighting" also did not forget to be reflected in Christmas decorations. The 100-meter “Christmas Star Avenue†is set up in the Plaza of Meron; Super Brand Mall will be broadcast on Christmas Eve “The most touching Christmas confessionâ€. Many malls such as Westgate Mall, Super Brand Mall, and Plaza 353 have returned iPads as prizes this year.
“High price and low discount†is actually not much cheaper. Although the major shopping malls are riveting with “low foldâ€, many consumers still say that although discounts may seem attractive, discounted prices are still not cheap. "Last year, boot prices were about 1,000 yuan, and now basically the price is 1300 yuan, 1,400 yuan, even if the full 199 minus 110, after discounted more than 700 yuan." Landmark, white-collar king ** is trying a pair of second-line Boots brand boots, she found that "the discount season" to buy something is not cheap. "But there is no way, the consumer's psychological price is constantly being raised, this time do not buy, usually buy the price more expensive." Wang ** said.
According to an industry insider of a shopping mall in Nanjing Road, the rising cost of this year does have a certain impact on apparel and footwear companies, but this is not the main factor in the “trend†of retail prices. “Now consumers are savvy, and they are usually shopping with the attitude of “do not buyâ€. This forces the malls to pressurize suppliers, and they hope that they will participate in the discounts. When suppliers cannot bear the pressure of discounts, Will be forced to raise the ex-factory price, increase the discount space.†The industry sources said that many brands will launch a new discount when they will launch 70% discount, looks like a discount, but in fact is just a promotional strategy.
◎ Shopping strategy One week earlier proofing Trying on the skyrocketing prices, the situation that the prices at the malls are still not low, how to use the “discount season†to master the tricks, has become a topic of concern to many consumers. In this regard, the reporter interviewed people shopping, for the consumers at the end of the year to fight money to save money.
"A lot of clothes are incomplete when they are discounted. If you don't grab the size you need at the start, especially for some unpopular size, then the whole game will fail." All will go to shopping malls for proofing, try on, and other promotional activities kick off, they will rush to the corresponding container at the first time, pick up the clothes, and the sales person will resolutely throw a sentence: “do not try on, it is necessary to this dress This style, this color, size is 180, invoicing."
Lao Zhang said: "The fight is like fighting, and you can squeeze five or six people in one square meter. The checkout amount is four digits and the purchasing power is strong. So you must be familiar with the terrain in advance to find out where your favorite clothes are. Where is the cashier, so that the shopping can be targeted."
The forum "supplied" membership card "Upstairs bird's nest, Zhou Shengsheng, and Xie Ruilin's membership cards are available for free. Please inform me by SMS if needed." "Rental justgold membership cards, as low as 20% off regular-priced diamond jewelry, featured 65 percent off..." In the major shopping forums, the loan of some popular brand members' cards has come up one after another. Postcards for spelling and borrowing cards have been “flowering everywhere†in major fashion forums.
It is understood that some Hong Kong stores, especially gold jewelry brands, for example, as long as the membership card can be discounted, which also facilitates the "benefit sharing" between consumers.
"Taobao also sells discount cards for Hong Kong DFS (duty-free shops). These cards are valid within two hours of opening the card. When you book your date on Taobao, the day goes in, the seller has already contacted you. “The shopping expert Xiao Yi said that she often buys DFS discount cards with three friends on Taobao, for a total of 350 yuan. Each person is allocated more than 100 yuan in cash and can enjoy discounts for all brands in Hong Kong duty-free shops. . "Gucci is 15% off, Swarovski 25% off, Dior is off 15%, if you buy more, you can save a thousand or two thousand dollars."
The scrimmage is more than the discount rate of “100 minus 100 and 199 minus 99. It looks similar, but the actual difference is close to one.†According to the shopping experience of Kevin, many products in the mall are not an integer, and even most are At the end of the 9 or 8 digits, when the full 200 minus 100, the goods they bought were just 199 yuan. It was not enough to reduce the amount of 100 yuan. If the difference was 1 yuan, they would be mercilessly stopped outside the "provider door."
"For example, if you send 300 to 300, it looks like you are playing 50% off. In fact, most of the discounts are 6-70%. Similarly, commodity pricing is rarely an integer, and it is rarely enough to have a whole number of 300." After consumers fully understand the scope of use of gift certificates, they then find the goods they need to purchase in the shopping mall, and then discharge the most cost-effective purchase order. Do not see a piece to buy. â€
Shop around for three quarters to prevent seasonal goods "Although some shopping malls are also discounted, but will be out of season clothes out to sell, the new is not a discount." Consumer Pony recently attended the anniversary of the Pacific said. According to industry sources in a department store industry, there is indeed a phenomenon in which the quarterly discount season has been “active†in shopping malls, while new products have been “frozenâ€. "But in fact, a large part of consumers do not care about whether the merchandise is of this year's or last year's style. As long as the discount is strong enough, they are still willing to buy."
Shopping people Xiaoyi on this "recruitment": consumers in the choice of "shopping" shopping malls, do not only refer to the intensity of the discount, in comparison with the strength of discounts, to shop around, in determining the price, style are relatively comparable After the purchase, rational purchase.
Why is the "critical food" promotion "half-masked"?
The "social situation and public opinion" proposal: set up a discounted counter to clearly inform □ Evening News reporter Feng Lanxuan's intern Kanghui reported that the "critical food" approaching shelf life should be clearly identified, but many businesses have "buy one for one", special promotions. The method "quietly" handles. Teng Xingbao, a member of the Democratic People’s Republic of China Construction and New Hualian Building’s commercial company, pointed out in a “social situation and public opinion†submitted to the CPPCC recently that this situation should be changed as soon as possible.
Critical promotion uses "Buy One Get One Free"
Yesterday at 2 pm, the reporter saw a supermarket near Sanmen Road. He had piles of “buy one get one†green bean cake and bright fruit juice with half price in several carts in the corner, which attracted the attention of many citizens.
Careful identification: Mung bean cake will expire on the 10th of this month; bright fruit juice production date is November 12, shelf life is marked as 30 days, 4 days will expire. However, for these "critical foods", no text reminder was marked on the cart. Many elderly people heard the salesperson “buy one, get one free†and shouted loudly and rushed into the shopping basket. "It's cheaper than usual, and it's quite cost-effective," says residents Aunt Wan.
In the soybean product area of ​​a large supermarket at Wujiaochang, two boxes of ancestral name bean curd with a production date of December 6 and a shelf life of 2 to 5 days were bundled together with a red plastic tape with a striking price: two boxes of 3 yuan. . It is lined with a box of fresh tofu with the same brand, but the unit price is $3. Some upcoming expired goods in the freezer are also promoted in this way. However, near the freezer, there is no indication of any imminent or "critical commodities". Citizens only have to look at themselves to know important information about shelf life.
In a large supermarket near Huangxing Road, lactone tofu, which is produced on December 7th and has a shelf life of 3 to 7 days, is also sold half-price in two plastic boxes. Sausages and other foods are marked with the words "buy one, get one free," and are also placed along with fresh food in the promotion area.
Price cuts and bargains are easy to cause disputes On October 29, 2007, the State Council Administration of Industry and Commerce promulgated and implemented the Guiding Opinions on Regulating the Food Credentialing System and the Purchase Account System (hereinafter referred to as the “Guiding Opinionsâ€). When it comes to the shelf-life of food, it should be displayed on the sales place for sale, and the consumers should be given notice and notice.
"The "Guidance Opinion" has been implemented for more than three years, although the "critical food" sales situation has improved, but it is not optimistic." Teng Xing Bao said. After investigating some large and medium-sized supermarkets, he found that "critical food" still uses the form of "buy one for one," special promotions for dairy products, vacuum cooked foods, and discounted bargains for frozen foods, resulting in disputes between consumers and businesses. Happened.
Clearly informed that disputes can be eliminated "Consumers agree with the "Guidance Opinion" in the requirements, requiring businesses and their efforts to 'induce' consumers to purchase these 'critical foods', it is better to set up a counter discount sale." Teng Xing Bao said, This not only allows consumers to understand consumption but also prevents disputes from occurring.
The "Course of the People's Republic of China" submitted to the CPPCC proposes that the government departments should strengthen their guidance and further regulate market operations and supervision. Leading by industry and commerce management departments, industry associations participated, businesses actively cooperated, and earnestly implemented the relevant provisions of the “Guidance Opinionsâ€, so as to standardize, institutionalize and normalize the “critical foods†sold by various shopping malls in the city. (Teng Fuqin Wang Xie reporter Shi Kaifeng)
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