Shoe Enterprises Return From "Price War" To "Clear Price"

Nowadays, all kinds of coupons promotional activities in major shopping malls and shoe stores are dazzling, and can these activities bring benefits to consumers?

Yesterday, the survey data released by the China Consumers Association and the provincial Consumers Association revealed that nearly 80% of people believe that discounts and coupons are not good for consumers. 71.93% of respondents believe that frequent promotions make it difficult for consumers to understand the true price of goods, while 80.7% believe that sales promotion can lead people to endless consumption cycles.

68% thought that the number of commercial promotions should be limited. 37.33% thought that commercial promotions should be limited to two times a year, while 33.33% thought they should be limited to quarterly.

Frequent coupons and promotions also make many consumers wonder about the prices in the shopping malls. The stable prices of goods and services can not be judged, and consumers lose the basis of comparison and choice.

Moreover, the right to know is not guaranteed, the bargaining power is lacking, and the choice and paction are blinded.

As the saying goes, "buyers always have no sellers".

Now consumers are always puzzled about the "bargaining" consumption, and the same style shoes sell at 5 different prices in 5 stores.

Those who want to buy expensive are afraid of being slaughtered.

Chinese shoes have explored a traditional and honest sales mode, requiring the prices of goods in the five horse business circle to be clearly priced, and the results are good. The 11 relatively mature business units stand out and become the first batch of "explicit price demonstration shops".

Wenzhou will give a licence to the "real price demonstration shop", hoping to fully promote the sales mode of the real price commodity with clear points.

This exploration deserves our deep consideration.

Wenzhou shoe enterprises first trial real price model

As the "shoes capital of China", Wenzhou's shoe marketing mode is not smooth.

In August 8, 1987, more than 5000 pairs of inferior shoes made in Wenzhou were burned in Hangzhou's Wulin gate.

At the critical moment of the survival and death of Wenzhou shoes, Yu Ashou, the Chinese shoe king, combined with more than 370 shoe factories in Wenzhou, set up the first local trade association, Lucheng Footwear Association.

Since then, Wenzhou shoe stores began to implement "marked price".

Because of the fierce competition in the footwear industry, the price of "marked price" has been given water to express sincerity.

Shoe sales gradually formed a bargaining pattern.

The emergence of China's first "explicit price model shop" is aimed at breaking the "bargain" commodity sales mode and implementing the "one price" sales model.

According to the head of the Wenzhou Municipal Development and Reform Commission, the prices of many commodities with "marked price" are leeway, and the "clear price" requires businesses and consumers to buy and sell according to the marked price. The "clear price" is the upgrade of the "marked price", and its purpose is to return to integrity.

The introduction of the "real price demonstration shop" is to guide operators to standardize the price of commodities, to eliminate improper pricing and discount, and to create a good environment for good faith in business, so that "good quality products" can be sold at a fair price, so that consumers can clearly consume.

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Price wars between businesses

The price war between shoe companies has been frequent, and competition has been raised to raise the amount of sales promotion, so as to snatch limited tourist resources, expand sales and turnover, and business order is in a strange circle.

Some manufacturers and shoe suppliers have increased the original price and reissued tickets to cope with the sales promotion activities of the shopping malls, which has exacerbated the lack of credibility in the market.

The high value of the coupons is not only disrupting the normal order of market competition, damaging the interests of law-abiding operators, but also violating the principle of good faith, which seriously violates the legitimate rights and interests of consumers.

The sales promotion is only a way of business promotion. In addition, brand shoe stores also offer special activities, discount, exchange points, raffle, gifts, time limit snapping and other activities to attract consumers and increase turnover.

Faced with frequent commercial promotion activities, consumers can hardly know the stable price of commodities.

In the long run, consumers will lose trust in the prices of shopping malls, which will eventually lead to the poor operation of the market economy.

The final price is clearly marked, and only the shoe companies really benefit from the real price, so that they can understand the good price and good price.

By mobilizing the proposal, the mobilization meeting will be held. The price competition is a strategy of destructive competition and price reduction. Other shoe companies can also adopt it. It is better to reflect on their own lives than to fight in the sea of blood. The big shoe enterprises can not go towards the ultimate price PK. They should move towards the healthy road of "marked price and win-win".

Through publicity and guidance, the major brand shoes should be passively maintained for active maintenance, and consciously abide by the implementation of the code price.