Since the actual price of the actual home, there has been a lot of turmoil in the home store industry. Many well-known brands have promised to consumers that “the city will implement a unified transaction priceâ€, no matter which store is purchased. Under the influence of the clear price, Beijing's home store ushered in a "shrinking version" of the 315 promotion period, no matter the duration and preferential margins are not as good as in previous years. Previously, discounts on the home industry were the norm, and holidays and even weekend promotions were very strong. The reporter found that through the 315 day visit to the market, the price of the clear code not only brought the shrinkage of the promotion, but also there is a difference between the stores, so how to deal with the difference?
This year's 315 store sales promotion has generally shrunk
During the visit, the reporter learned that Jimei Home and Hongxing Meikailong had no activities on the same day. Actually, the family continued to implement the “5% discount on the basis of the price tagâ€. The activity time was from March 10 to 25. .
Jimei Home Dahongmen Store launched a cash-sending campaign during the 315 period. From March 12th to 18th, customers who purchase more than 1,000 yuan can participate in the lucky draw. If you purchase the full amount, you can add 1 yuan to redeem the gift. Beiyuan Store only held a two-day furniture factory direct sales event on March 10-11. On the day of 315, the reporter learned from the front desk staff that the event has ended and there will be no promotions for the following weekend. .
The reporter was also told in the Red Star Meikailong East Fourth Ring Store that there was no activity on March 15th, and only a 25% discount was held on March 10-11. The reporter learned from the clerk's mouth that on March 17th, the store will implement a 9.4% discount promotion, and if you shop at 6-8pm, you can enjoy a 9.8 fold night event.
The “home shopping carnival monthâ€, which began on March 16th in the city outside the city, is a discount for the points, which does not involve direct discounts or coupons.
Judging from the promotional policies of Jimei Home and Red Star Macalline during the 315 period, not only is the time short, but the preferential margin is not as good as before. Although the promotion price is about two weeks, the 9.5 percent discount is also one percentage point lower than the 8.5 percent discount during the 315 period last year.
The implementation of the clear price, on the one hand, squeezed out part of the price of household products, so that the bargaining space between the purchaser and the consumer is reduced. On the other hand, the same brand of other stores is also following the price of the store, resulting in the promotion of the store. There is not much space left, so the shrinking of promotional efforts in the future is a predictable trend.
The city's brand prices converge but still generate a difference
On March 15th, the reporter found that most of the brands in the home were involved in the 5% discount. The brand merchants of Red Star Macalline and Jimei Home said that the price is consistent with the actual price of the home. However, the reporter found through comparison that although most of the products have similar prices, due to different market policies, they still caused a certain price difference.
For example, a non-same HK19 coffee table in the red star Meikailong East Fourth Ring shop price 3980 yuan after 3303 yuan, the same as the actual home price tag, but according to the actual home and then 9.5 calculation method, this sofa in these two The difference between the stores is about 165 yuan.
In the North Fourth Ring Real Home, the top 100 Oufulai series of a TV cabinet with a price tag of 1711 was sold for 1625, while at the North Beach Red Star Macalline store, the price was 1711 yuan after the discount of 1574 yuan, slightly worse 50 yuan.
The same original price of 2,690 yuan Yifeng 4116H table in different stores, different time transaction prices have a difference. On March 14th, the product was sold at 9.5 percent off the price of 2,500 yuan in the North Fourth Ring Real Estate Store, and the transaction price was 2,375 yuan. Red Star Meikailong East Fourth Ring Store sold 20% off 2,690 yuan, or 2,152 yuan, which is consistent with the North Beach Red Star Macalline store, and the difference between the North Fourth Ring and the home is more than 200 yuan. On March 15th, the reporter once again visited the North Beach Red Star Macalline and found that the table has been changed for the price tag, marked 2300 yuan, and the price of the product of Jimei Home Beiyuan Store is consistent. The guide said clearly that this price is the transaction price after the price is clear, no longer bargaining.
If you take the preferential strategy during the 315 home period, compared with the preferential policy of Red Star Macalline on March 17, there is a price difference. The price of a fabric sofa in Red Apple is 7230 yuan in the North Fourth Ring Real Estate, and 6868 yuan after 9.5. The transaction price of the same product at the Red Star Meikailong East Fourth Ring Store on March 17th was: 7230*9.4 was 6,796 yuan. If you participated in the night event, the transaction price was 6,660 yuan. The price difference with the actual home is about 200 yuan.
Discussion: The price difference is not comparable during the promotion period?
After many investigations and visits by reporters, it was found that during the 315 period, the same brand did have a certain price difference in different stores. And these stores have different price refund policies:
Actually: Consumers find that the purchased goods are higher than other retail stores in the same domain within a week of shopping in the home, and the home will double the price difference to the consumers, and then reward the consumers with RMB 5,000.
Jimei Home: Factory direct sales price, one year full price insurance, the difference is five times back.
Red Star Macalline: 3 times the price difference in the same city.
In this way, the reporter has a question in mind, can the difference generated by each store during the promotion period be returned? In addition, will the competition between the stores affect the implementation of the clear price? On the 15th of March, Wang Linpeng, the president of the Real Home, expressed his opinion on the microblog: "The price of the code is a normal state. If the actual price is not true, it must be compared under normal conditions, that is, do not take the normal state. The actual price and the price ratio under the promotion situation, do not take the sales price based on the actual price on the basis of the price, because the promotion is not normal. Otherwise the result of the comparison is not only meaningless, but also may be misleading to consumers. â€
He once said that the perennial discount promotion is a backward performance of the home industry, which is also an important reason for the actual price of the actual home - to promote industry progress. However, some people in the industry said: Now the discount promotion is the normal state of the home industry, especially in the context of the overall cold trend of the home industry, no discounts are not promoted consumers who are willing to pay?
Just in the case of this year-round discount, how to carry out the price? Who is responsible for the difference? Jimei Home Zhao Jianguo said: "Even if the price is clear, it should be a place to discuss. Because different environments and different grades of shopping mall products are exactly the same, it is difficult to force the price to be consistent." The side proves that it is difficult to avoid the difference between the stores.
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