At The End Of The Year, We Must Pay Attention To The Discount Of Shoes And Clothing.

Christmas and new year's day have come to an end. There is still a period of time before the Spring Festival of the Dragon Festival. The visual decoration war of the major shopping malls in Guangzhou has finally subsided, but the discount sale is still on the stage.

Is discount sales really a way for businesses to make profits, consumers really get benefits, or is it a kind of cloud cover, the psychological effect of stimulating buying desire? Consumers who do not have the historical data and calculator to go shopping are hard to discern.

Phenomenon

Shopping malls and

Reporters visited various shopping malls in the city, and found that the discount of the brands in the shopping mall was usually carried out with the discount points of the shopping mall.

In the year-end promotion activities of Beijing Road store, the majority of the wearable products are 50 percent off, some fold up, 50 percent off discount stores, 8 to 10 percent off supermarkets, and members enjoy 3 points.

Tianhe City Department Store Beijing road new year sales promotion activities, men and women clothing, footwear, household goods 50 percent off, denim casual wear, sportswear 30 percent off, six floor brand discount shop folded 50 percent off, also enjoy 3 times points discount.

Looking at all the brand shops in the mall, the prices of many businesses will be deliberately hidden, and the stores are full of sales promotions such as discounts, buy one get one, full price reduction, and so on.

Other shopping malls have replaced the usual discount with other ways.

For example, on the new year's day of Wanda Plaza, a gift card was used for shopping. Fashionable clothing, shoes, bags and bedclothes were 30 yuan for 90 yuan, 30 yuan for some goods, 60 yuan for flowers, and 30 yuan for individual goods for 45 yuan, namely 67% off, 50 percent off and 33% off respectively.

Expert analysis

Warm winter lets winter clothes have clear cargo pressure.

Industry insiders say that frequent discounts and promotions are related to the economic environment this year.

Dou Huaishan, general manager of China general merchandise department, told reporters that businesses and customers are interdependent and influenced by the environment.

This year's economy is not good, people's desire to buy is not strong, and the sky is not beautiful, winter clothing has a certain backlog.

The brand has the pressure to clear goods, the shopping mall has the duty pressure, the ordinary people actually also need to shop, only hoped that is cheap, therefore the merchant lets the profit promote the sale, this is real.

Of course, there is a bottom line for letting profits, most of which are virtual under the bottom line.

Let the autumn and winter rush to clear the goods.

Wang Baojun, deputy general manager of planning management service of new world department store in Hongkong, said that this year is a warm winter, and the Spring Festival is very early. This year's autumn and winter sales are very bad. After many years, many brands will have to clean up the final goods and prepare for the spring style.

In this case, we should use discount sales promotion, or even a few days' continuous stimulation to stimulate consumption, and a variety of differentiated ways to snatch the limited winter.

Retail sales are still in the rough stage.

Wang Xianqing, director of the Institute of circulation economics of Guangdong University of Business, pointed out on micro-blog that discount sales promotion is a way of doing nothing. Only the characteristic business can really retain customers.

The inevitability of the discount is that the retailing industry is still in the extensive stage, and the suppliers need to change the space for the next year's production because of the inventory pressure.

If the department stores sell customers in discounted sales for a long time, they can only kill each other in the end.

Market discount techniques

"Buy more discount", discount is not high.

In order to increase the sales volume of a single consumer, merchants often offer discount sales promotion measures such as "buy second pieces to enjoy higher discount" or "second fold up discount".

Reporters in the five parking apron square, a brand of women's shoes counters to see a purchase of 32% off, two pieces of 42% off promotional activities.

Take an original price of 799 yuan for women's leather shoes, for example, 32% off fold after the price of 543 yuan.

If you buy this single shoe and buy another 468 yuan worth of shoes, the first price is 463 yuan, the second discount price is 271 yuan, the total discount for two items is 36% off.

Another brand women's shoes discount shop in Wan Guo Plaza marked 70 percent off, second and 20 percent off more.

Eye-catching low discount attracted many consumers to buy and try on, the reporter randomly selected a women's shoes to see, the above marked 738 yuan.

Ask the clerk if this is the original price or the discount price. The clerk replied that it was already a discount price, which means the original price was 2460 yuan.

Reporters found that many consumers chose to give up the purchase after knowing that the price on the commodity was a discount price.

Pay attention to the past price of Xin Shui brand.

Consumers' eyeballs have been tired of the low volume posters in the shopping malls. "First price increase and discount" is already a general recognition of many consumers' discount sales, and the final price is the most important criterion for rational consumers to judge whether goods are affordable.

Although the discount of every major brand will be fierce, the discount is getting lower and the price is higher and higher.

Smart consumers may avoid shopping during peak season, or compare the past prices of Xin Shui brand, so that they will not be upset by psychological tactics of promotional poster.

"Buy one get one free" is not 50 percent off.

In the industrial Plaza, the Modern Plaza Plaza business center, a women's clothing shop has launched a "buy one plus one yuan to send another" promotional way, buy all the women's clothing any piece, you can add one yuan to get another price lower than the first piece of women's clothing.

Because of its new gimmick, this store has attracted many people who have passed through the home business center to choose.

Because the women's clothing store does not sell famous brands, the price is relatively low.

The price of a woman's coat is 199 yuan. If you add one yuan and pick another 180 yuan skirt, you can buy two clothes at 200 yuan.

The reporter calculated that the promotion was equivalent to 50 percent off of the merchandise.

And "buy one plus one yuan to another" similar sales promotion method is "buy one is expensive and send one cheaper."

The reporter visited a pajamas store on five parking apron, where the "buy one get one" advertisement was played.

In the consumer's impression, "buy one get one" is often a low price additional item such as clothes and socks.

When the reporter inquired about what gifts the shop assistant would send, the clerk explained that buying one get one and buying one clothes would give you any other price less than this one.

For example, buying a men's all cotton pajamas worth 688 yuan can be given a set of 538 yuan for women's pajamas, equivalent to 44% off.

Be careful not to buy goods that you don't need.

Compared with the previous activities of selling products that are not for sale, some "buy one get one" promotions are indeed a lot of real goods.

But consumers should pay more attention to these 50 percent off buy and take one activities.

In the face of activities like "buy one plus one yuan to send another item", consumers will definitely add 1 yuan, otherwise they will feel a big loss.

It's easy to get a product that you don't necessarily need.

What we must see is that consumers do not add 1 yuan, but pay the total price.

Whether it is worth or not depends on whether the two commodities are worth the total price and whether they are all needed by themselves.

Cash coupon is not equal to cash.

In addition to solid discount and buy one get one, many businesses have launched "full cash coupon" or "full quota reduction" and other activities.

The cash coupon donated by the mall is named after cash, but liquidity is far from cash.

The reporter noticed at a department store in Beijing road that during the new year's day, cosmetics, perfume and so on bought a product or bought 300 yuan at the same counter, and received 30 yuan special coupons for cosmetics.

In another shopping mall with similar promotional activities, cash coupons should be consumed separately for 3 times and cannot be used in the same single shopping paction.