Can Marketing Of "Mall Price" Become Mainstream?

The era of consumers buying "non essentials" stipulated by the "100 yuan" and "200 yuan" provisions is expected to end.

Reporters visited a number of shopping malls in Beijing last weekend to see that in the famous clothing brand stores such as H&M, ZARA and PROMOD, the price of "199 yuan" and "299 yuan" on the shelves played the leading role.

"One price" large area debut

In the past, the "one price" promotion, which only appeared in shopping malls in large areas, began to appear in many large clothing brand stores.

Shopping centers such as Hongkong have entered the most important part of the year.

In the ZARA store of Xidan's Joy City, due to the biggest discount in the year,

Not only is ZARA, but also in the H&M store with "fast fashion" brand, "one price" also occupies the mainstream.

Reporter survey found that, in addition to these international brands, many brands have begun to try to use "one price" way to attract customers.

In addition, many brands, including SelectED, are using direct discounts to promote sales. In the past, "full 199 yuan reduction of 99 yuan" and other "full reduction" marketing decreased significantly.

Inspection of price tag will add fuel to the flames.

From the earliest departments concerned.

Take the current mainstream marketing mode of "full reduction" as an example, for example, the sales of a shopping mall brand is full of "100 minus 50 yuan" promotion. Although the intensity of sales seems to reach 50 percent off, the price of many products is 199 yuan or 299 yuan, and the actual discount effect is far from half price.

Many consumers also need to buy a lot of "non essentials" in order to get the whole number.

This marketing game was seen by consumers, many brands began to "199 yuan minus 100" and so on.

Although the discount rate of this kind of marketing has improved compared with that before, it still can't achieve 50 percent off strength.

But even if they do not give profits to consumers, many businesses are still not satisfied.

Not long ago, when the national development and Reform Commission examined a number of famous businessmen in China, the famous shopping malls of Baisheng shopping center and Jun Tai Department Store were named by national development and Reform Commission (NDRC) for performing tricks of "discount before promotion".

At that time, the NDRC said that the above acts violated the fourteenth provision of "price law", "operators should not use false or misleading price means to deceive consumers or other operators to engage in pactions", and "regulations against price fraud" and other related provisions constitute a price fraud, which seriously infringed upon the legitimate rights and interests of consumers.

An insider said that although there were only two large shopping malls that were examined by the NDRC in Beijing, there were far more than those two companies that had price tags.

However, the national development and Reform Commission's inspection of the price tag played a supporting role in the implementation of the "bright and clear deduction" in the shopping mall.

It is reported that, in order to promote the progress of the "bright and clear button" in the shopping mall, the national development and Reform Commission will also conduct a larger price check at the end of this year or early next year.

"Bright and clear deduction" still needs to be adjusted.

Facts have proved that consumers are contradictory.

Although many consumers want to achieve "maximum discount" in shopping.

There are reports from other port media that after the price of goods in some shopping malls in Wuhan has been changed to "one price", many consumers believe that there is no original price as a comparison, so it is difficult to judge whether it is really affordable, and dare not rush to buy.

A business expert said that because many shopping malls were more or less the existence of fictitious original price problem, consumers in the current circumstances of its "one price" distrust is not difficult to understand.

However, under the impetus of relevant departments such as the national development and Reform Commission and the whole industry, the "bright and clear deduction" will surely become the mainstream in the future.

But this needs to be built on consumers' full shopping malls.