Guangzhou Department Discount Offers "Cover Up" And "Real Price Clothing Sales" Is Difficult.

Recently, the national development and Reform Commission found more than 20 shopping malls in Beijing, Shanghai, Wuhan and other cities with false prices.

So, is it feasible to sell the "real sale" in Guangzhou department store? Reporters interviewed for several consecutive weeks found that the promotional activities like the "full sale and full delivery" of the major department stores in Guangzhou seem to be converging, and most shopping malls only have discounted promotions on weekends.

Some shopping malls in charge of the interview, the "original price", "special price" and other words are also kept taboo, they are strictly regulated according to the relevant provisions of the price department.

However, the industry pointed out that it is difficult for all departments to implement the "real price sale", which not only restricts the autonomy of department stores.

Guangzhou Department discount offers "cover up"

It is reported that the national development and Reform Commission inspected some shopping malls in Beijing, Shanghai, Wuhan and other cities during the May 1 golden week, and found that some shopping malls had the "fictitious original price" behavior, such as preferential discount price higher than the original price, rebate promotional price higher than the original price, etc., and imposed a fine of 500 thousand yuan on each of these shopping malls.

Subsequently, the NDRC joint Consumer Association issued a circular calling for the promotion of clear price sales in the national department stores.

In recent days, a reporter's visit found that most of the shopping malls in Guangzhou used to sell frequent promotions, such as "how much, how much, how much, how much", and "season discount".

Last weekend, reporters stroll around the women's clothing area on the third floor of Tianhe City department store, and could hardly find any discount labels. At this time, seasonal spring clothes had long been linked with various discount labels. Even the newly listed summer wear was generally 8~9 discount.

However, although discount labels are scarce, many brand clothing salesmen still tell reporters that they can give gold card membership discount of 15% off, or new product 10 percent off. In addition, most of the children's wear counters sell 5~8 discount promotions.

Subsequently, reporters moved to the Tianhe another city and Beijing Road area of the street shop, found here small stalls, "the whole half off, the last three days", "the original price 199 yuan, current price 99 yuan" discount cards everywhere.

Many department stores responsible person said that the NDRC or price department has not yet received the notice of cancelling the discount price sale.

"The price of the mall is input into the computer and can not be changed easily.

And many brands are national chains, unified prices, there is no problem of false high original price.

Jiang Guoyuan, deputy general manager of Guangzhou friendship group, said.

Most "original price" touches the "7 day warning line".

It is reported that a number of stores were fined by the national development and Reform Commission, most of which were planted on the original price.

The NDRC's punishment is based on the regulation of retailers' promotion practices: the so-called "original price" refers to the lowest paction price that the operator has traded in the paction place within 7 days before the price reduction; if there is no paction price on the previous seven days, the price of the last paction before the price is taken as the original price.

If a businessman wants to discount, he can not take the suggested retail price of the commodity tag as the criterion, and take the lowest paction price within seven days before the price reduction as the benchmark.

The reporter interviewed found that at present, the "original price" in the shopping mall is mostly executed according to the tag price. In actual operation, this clause is also the most vulnerable spot for merchants to encounter.

Xie Shiping, chairman of the US East department store, said it would be difficult to fully meet the requirements of the "seven days".

For example, he said, for example, department stores launched golden week promotion activities from May 1st to 3, a brand clothing 20 percent off discount, then restored the original price, and 4 days later launched mother's Day promotional activities, and launched 30 percent off discount.

According to the regulations, the practice of the brand clothing compliance is 30 percent off on the basis of 20 percent off, and it should be 44% off, but in fact many supermarkets only execute 30 percent off according to the retail price of clothing labels, which is a "false discount discount".

To this end, Xie Shiping believes that the "7 day warning line" clause is not operable, and consumers can not buy a commodity to check its original price within 7 days, and some street stores are unable to find out.

"As a matter of fact, if the government can do well in supervision and punishment, it will be a heavy punishment if the discount price exists."

If the actual price is sold, the original price may be reduced by 40%.

Nowadays, consumers often complain that the price of goods is too high, but many enterprises are very helpless when they are pricing.

In order to attract consumers, enterprises can only raise the factory price and give a discount when they are listed.

With the increasingly fierce market competition, the discount of shopping malls is also increasing.

From the original "200 yuan reduction of 20 yuan" to the current "200 yuan to reduce 199 yuan."

According to the normal gross profit, the brand can not afford such a high discount. It can only offset the discount by raising the "original price", resulting in the high price of the goods.

A number of people in the industry have reckon an account. At present, the sales promotion of the shopping mall predicts that if the discount sale is not carried out at the discount price, only the discount season of two times a year will be carried out. The price of goods in a hundred stores will be reduced by 30% to 40%.

Expert point of view: it is difficult to carry out real price sales across the board.

In the supervision department of the "false discount" and exposure, some shopping malls began to return to the real sale of the "old way".

However, some experts pointed out that it is difficult for the government to ask for a "price sale" with a price tag.

Huang Wenjie, executive director of Guangdong provincial Circulation Industry Association, said that the government should not interfere too much in market behavior, as long as we do two things well. First, regulation two is the implementation.

If there is evidence that a businessman is paying a nominal price plus a discount, heavy penalties will be imposed.

Excessive interference in the market by functional departments will obliterate the characteristics of department stores.

He pointed out that there is a prerequisite for the implementation of the "real sale" of the department stores in Shanghai, which is led by the price department, and the original prices of all goods in the Shanghai area are all downgraded.

It is very difficult to promote the sale of real estate by a single store, which will lead to the disorder of the price system.

Peng Qiang, vice president of Guangzhou Business Economics Association, believes that the department stores in Hongkong can only offer a deep discount only in the two discount season of a year. The annual discount will be on Christmas day, new year's day, autumn and winter and 6~7 months of spring and summer. This will prevent businesses from attracting customers through "promotion all year round".