Hushang Department Store Has A Real Price Of &Nbsp, And The Sales Volume Of Brand Counters Is Reduced By 40%.

The "explicit price" requirement comes from the investigation of the "price fraud" of the land Plaza.

Since then, "discount cards" have disappeared and businesses have implemented "one price".

But the industry has questioned, in the factory "original price", hit 50 percent off of the goods, why not play 30 percent off?

It is good for commodities to be "clearly priced" but the effect is not good: customers are not grateful, and businesses are "very hurt".

A well-known

The "explicit price" requirement comes from the investigation of the "price fraud" of the land Plaza.

Since then, "discount cards" have disappeared and businesses have implemented "one price".

But the industry has questioned, in the factory "original price", hit 50 percent off of the goods, why not play 30 percent off?

The well-known supplier was "hurt": the turnover fell by 40%.

"Over the past two months, turnover has dropped by about 40% compared to the same period last year, and the" side effect "of the" real price code "is very large.

Zhao Fei runs a high-profile professional women's clothing company in Shanghai. Apart from the exclusive stores, including Shanghai Bayi shop, Paris spring, friendship mall, Wanda Plaza, fashion company and so on, many well-known department stores in Shanghai have their own brand counters.

Zhao Fei said the "real price code" provisions, from April this year, the relevant departments of the Shanghai land Plaza, a female shoe sales, "price fraud" investigation.

After the investigation, "discount cards" almost disappeared in Hushang department store, and "one price" became a unified action of merchants.

"Consumers are not grateful for the" real price of the code, "Zhao Fei told reporters. A $900 garment sold 90 percent off and sold for 90 yuan. The customers would be delighted, but if the target is 90 yuan, the customer's desire to buy is not strong.

Indeed, reporters recently visited a number of department stores and found that the business was cold and cheerless.

Yaxin Life Plaza business department responsible person told reporters clearly, "bad business is very obvious, there is no way, activity discount rate is not large, customers will not buy it."

To complain about land Plaza: is the original price reasonable?

It is understood that the relevant departments to investigate the reasons for the Shanghai land Plaza is that the price of the 25% off women's shoes 576 yuan higher than the original price of 468 yuan.

At that time, Shanghai real estate Plaza in the media interview, "cry for mercy" said that the 468 yuan "original price" is actually in the shopping mall on April 1st -7 during the Qingming period, "full 199 minus 100" promotional activities after the discount price, compared with the real 768 yuan of the original price has already hit nearly 50 percent off.

"The land Plaza is very unkind," Zhao Fei told reporters. "The merchandise has taken part in the activities of the shopping mall, and after the activity is over, can't the original discount be resumed?

As long as the original price of the factory is not exceeded, why can't the price float freely in the discount area?

According to the insiders, the key to this is the identification of the original price. If according to the regulations of the relevant departments, the "original price" refers to the lowest paction price in the 7 days before the price reduction, but many suppliers believe that the original price should be the factory price.

According to the reporter's understanding, the regulations promulgated by the NDRC and promulgated in 2002 on the prohibition of price fraud stipulate that the "original price" refers to the lowest paction price that the operator has traded in the trading place seven days before the price reduction. If there is no paction price in the first seven days, the price of the last paction before the price is taken as the original price.

The related "false preferential discount" refers to the lowest paction price of a trading note within seven days before the activity price marked by the operator is equal to or higher than that of the preferential discount.

Zhao Fei told reporters, "raise the price tag, and then greatly reduced, regular large shopping malls and big brands rarely do this kind of thing. The factory's" original price "has to go through the nuclear price, once the violation is exposed and investigated, it will outweigh the gains.

"When it comes to price deception, a temporary sale will probably happen.

Take a shot for another place, 95% off or 90 percent off. This kind of discount customer should be careful, maybe raise the original price, maybe counterfeit.

Zhao Fei reminds consumers.

The status quo of Shanghai general merchandise industry is unified "one price", and sales are very light.

"Now the situation is, we dare not discount easily, shopping malls dare not easily engage in activities," Zhao Fei told reporters.

According to regulations, after 70 percent off, it can not be changed to 50 percent off, because the discount price can not be higher than the recent paction price.

The reporter also visited many shopping malls in Shanghai and confirmed this point.

In the new life square on longevity Road, reporters found that hundreds of activities in the past hundreds of hundreds of hundred have not been carried out recently.

"Now is the price?

How much is the original price of this 499 yuan sandal? "

When a reporter asked a saleswoman of a woman's shoe brand on the first floor, if the "real price" had an impact on sales, the salesperson said, "there must be some influence. Customers can see that no price discount is not worthwhile."

The staff at the cashier's desk also told reporters that the business was rather light recently.

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The reporter saw at the women's clothing counter of Paris spring department store in Zhongshan Park that a label of "488 yuan" price sticker was put on the label of a fashion dress, and the sticker could be seen that the original price was "698 yuan".

The salesperson at this counter never mentioned a few discount, and told the reporter, "we can't say that we can't say a few discount, the original price is 698 yuan, the current price is 488 yuan, the computer is on the edge, you can count it yourself."

"Your customers are also very strange. Why do we have to fight for a few discount?

The price of sticky paper is already a preferential price. The first two days, a customer would have to give me a discount. I said I couldn't fight. She felt uncomfortable.

The salesperson said.

In a Hualian Commercial Building in Putuo District, the reporter saw that the clothes for Honeys women's clothing discount did not appear in the form of a clear discount, but rather distributed in different price zones.

Reporters came to 65 yuan area, see the tops are 165 yuan price.

And the next 185 yuan shorts and so on, trademarks are 365 yuan price.

Zhao Fei said that his salesperson had also trained, did not talk with the customer to make several discount, now is the price, and then there is a factory original price, how much discount, let the customer himself to calculate.

Merchants become "frightened birds": discount can only float downward.

Then, with the approaching of the traditional discount season in July, will there be any big discount activities in the whole market in the future?

"199 reduction of 100, this kind of activity merchants and suppliers will certainly not easily re engage."

Zhao Fei told reporters that this close to 50 percent off of activities, sometimes we do at a loss, "in the past, participate in the activities of the entire shopping malls, in order to earn popularity, other counters are participating, you do not participate, there is no business, and the bottom of the month may not be able to protect the bottom."

In this case, after the end of the shopping malls, all counters still resume their discounts, most of the discount rate is less than the activities of the mall.

"Now that the regulations on" real price "are available, which shopping malls dare to engage in such activities?

The discount will not go up when the activity is over.

Once floating, it will be identified as price fraud and be investigated. "

The head of the business department of Asia New Life Plaza told reporters that the activities of the mall must be carried out, but the intensity will not be great. "At most, it will be reduced by 200 to 40."

Coupons as "countermeasures": curve discount or earn popularity

Without activity, sales are dull.

However, in order to avoid stepping on the red line that violates the "real price", some businesses also have "countermeasures".

When visiting Cao Yang mall, the reporter found that Esprite clothing business was hot, and "799 full 300" was hanging on the wall of the central store.

BOSSINISTYLE store clerk is discussing: "today, most of the money of Cao Yang mall is made by Esprite, and the activities recently carried out are very popular, and the daily income is twenty thousand."

It is understood that a shopping mall in Jiangqiao recently launched a shopping full of 98 yuan, to send 100 yuan coupons activities.

"Now, if there is a big discount, you can only take coupons," Zhao Fei explained. "The final price of the goods is still the original price. Only the customers can get more coupons, so that the end of the activity and the resumption of daily discounts are not illegal."

Insiders: prices should be reasonably and legally free floating.

"Nobody dared to be a" head bird "now.

An unnamed mall manager told reporters that "we can not comment and fight against the policies of the departments concerned.

The industry is now generally wait-and-see, to see if the industry leader "big brother" will eventually do it, and then follow suit, it is safer.

During the interview, Zhao Fei told reporters that under the premise of legality and rationality, merchants should make their own pricing, and the market price should be regulated by the market itself.

It is not reasonable to allow only the downward float is not allowed to float.

In the case of all possible factors such as raw material and manpower cost, the price of the final goods can not be two-way floating.

Event context link

The development and Reform Commission exposed the price of the square, the fraud mall, and the ineffectiveness.

In April this year, the national development and Reform Commission on its official website exposed the recent key inspection results of the price behavior of large commercial and trading enterprises in some provincial capitals.

The inspection found that some commercial and trading enterprises had the price deception that the preferential discount price was higher than the original price, the promotional price of the coupons was higher than the original price, and the real conditions such as the additional conditions were not marked. The deception and the inducement of consumers to deal with it hurt the legitimate rights and interests of consumers, including the case of Shanghai women's Shoes Co., Ltd., the 25% off price of Cardenal shoes, which was 576 yuan higher than the original price of 468 yuan.

Shanghai place square in response said that the "original price" of 468 yuan is in fact the market in April 1st -7 day during the Qingming period "full 199 minus 100" sales promotion, the real price of 768 yuan has hit nearly 50 percent off, only a misunderstanding.

However, the Shanghai Municipal Development and Reform Commission said that "original price" refers to the lowest paction price that the operator has traded in the trading place seven days before the price reduction. Therefore, the original price is 468 yuan. For this reason, the competent price department will seriously deal with it and order it to make corrections, with a maximum penalty of 500 thousand yuan.