Miss Wang, the citizen has encountered such a flaw: the original price of 22,000 yuan of solid wood bed under Miss Chen's three-inch tongue is finally cut to 18,000 yuan. Who knows how long it is not happy, after a few days, I found the same brand in the other stores, the big bed of the same style only sold 13,000 yuan... Miss Chen can only be annoyed.
High-end furniture
The people who have the same problems as Miss Chen are not a minority. In many market transactions, due to information asymmetry, consumers do not have bargaining power compared to operators. This situation is particularly prominent in the home industry, and the home industry does not have a unified norm and standard price system, which is even worse for consumers. Faced with the far-reaching price of the products in the market, most consumers have difficulty grasping the reasonable trading points, and only “catch upâ€.
Clear price, it is difficult to say when it is easy to do
“Bright but not real†is a chaos in the home market. The author learned from the price department that because they only have the right to stipulate the merchants to "clearly mark the price", but the "clear price" can only guide, so they are very helpless for the situation of the virtual price. Whether it is to achieve the "clear price" business, or the business that can not do the "clear price", can recognize the benefits of this method, but it is still difficult to "make the price" to become the mainstream of the market.
Recognize the price of the plain code but can't do it for the time being
"The price of this shower you are looking at is 2,500 yuan, which can be used for 20% off." "Our solid wood furniture is 60% off the original price." 2 hours in the home store, Hu Miss has raised a question: "How does the price of each brand differ from the price? I haven't waited for my counter-offer, the salesperson will tell me that I can make a few discounts. Since this is the case, why not just fold it back? The price is marked up?†Miss Hu feels that the home market is “clear but not realâ€, and most merchants are like this.
Mr. Wang, the person in charge of Jiumu Sanitary Ware, told the author that the main reason for “clear but not real price†is that the home industry is still in a stage of insufficient development. As a business, they are hoping to implement “clear priceâ€. But it is not the time now. “There are too many brands in the building materials industry. There are thousands of brands in the sanitary industry alone. The survival of the fittest and self-improvement of the market requires a long-term process.†Mr. Wang said that any emerging industry will be indispensable in the early stages of development. The problem, "A lot of building materials brands will quickly set up in order to quickly seize the national market, so there will be a situation of unsettled management. For example, some local dealers will raise the selling price for profit, and then give a Low discounts attract customers.†At present, although Jiu Mu has not achieved “clear priceâ€, it has achieved unified price and unified discount in the province. "We still don't dare to set the price to death. After all, the market environment is like this. High-end stores, low-end stores, imported brands, and domestic brands are all discounted sales, and consumers are used to such sales models."
Implementing the clear price and treating it equally
According to a person in charge of the home store who did not want to be named, it is difficult for the home market to implement the "clear price". "It is really difficult to unify the opinions of the entire store and unify the price. It is very difficult for me to feel the price. So, now I know that the price is good and I dare not mention it."
However, according to the author's understanding, there are still very few brands in the home market that can achieve "clear price". So, what are their opinions on the market trend of “clearly priced� Why are they able to adhere to the "clear price"?
According to the person in charge of Jinsheng International Home Jiangdongmen Store, Jinzhu Sunshine Room is a brand with “clear priceâ€. In the interview, Jiang Weizhong, the person in charge of Jinzhu, introduced them to “real price†for more than ten years. "We are not only 'clear price,' and the country is uniformly priced." Jiang Weizhong said that there are many irregularities in the building materials market. Counterfeiting and counterfeiting are endless. "The price is not real" is not a "big event." "The reason why we are not willing to engage in imaginary prices like other brands is because we cherish our brand. We want our customers to understand their consumption clearly." According to him, they often encounter customer counter-offers, but After explanation, they generally accept it, because through some comparisons, customers can also tell who is more cost-effective. "Since the price and the price are different, it is possible to give you a discount, and it is another discount for him. Only one person is the most reassuring."
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