Recently, the survey has learned that there are more than 2,000 large and small lighting shops in Shanghai, basically implementing the so-called clear price tag. In the actual sense, this price is ineffective, most of which are sold at 60%, and some products are hit at least 30%. When visiting Guangzhou Nantian International Lighting Center, I found that in addition to some famous brands, the lighting is sold at 50% or 60%, and some crystal lamps are priced at 19,800 yuan, but in fact, they can be sold at 30%. Clear price tag, in the home appliance industry, consumer goods industry, telecommunications industry has long been a new topic for consumers. And the price is imaginary, in the lighting industry, businesses are accustomed to, manufacturers willingly, consumers can not help. Is the price tag clearly a stone that can kill people? Or is it a hand that turns a stone into a gold, can give people a steady stream of profits? How much difficulty does it have to mark the price clearly?
Merchants on the manufacturers, release consumers, how to do the price tag, usually in the sales terminal can be most direct and most vivid.
Counterparty: Clear price tag lacks brand base. Shanghai Liuying Road Lighting City Taihe Lighting Chen said that now customers who come to the lighting market to buy lamps do not have a bargain, many consumers are cheap, if the merchants are not willing to cut prices, it is difficult to retain Customer, this is no way. Lin Bo, a lighting store in Guangzhou Nantian International Lighting Center, said that if the products can be sold in the form of a specialty store and the quality is guaranteed, this situation may be avoided. Now the lighting industry is counterfeiting and lacks a well-known brand. If there are well-known brands like Haier and Skyworth, they will not be discounted in this way, and they will not have to fight with consumers. Mr. Lin has already planned to open a section in his store to operate Weishahua. This brand product will not be discounted. Once discounted, it will lower the brand value. When visiting another lighting store in Nantian, the person in charge of the store said: In the lighting industry, this "discount" is normal, and like the beauty industry, it is more because of profiteering. The person in charge of the store also has some products that can be discounted, and the Westminster monopoly area will not be discounted.
Square: Clear price is too hard. From the above, it seems that it can be concluded that the price of the price can be catered for by consumers, and the product is easier to sell; or the price tag is a block road stone. If the price is clearly marked, the merchant will have less profit. Is this the case? Huang Zengmeng, general manager of Xiamen Mingxuan Lighting, does not think so.
According to Mr. Huang, in the absence of a clear price tag, consumers have no bottom in mind and arbitrarily bargained; and Miss Shopping Guide has no bottom in mind, and every request must be marked with a few folds. Such a transaction is done, consumers and businesses are very tired, and doing business is very hard.
Huang, who has been in the lighting industry for ten years, believes that consumers’ consumption behaviors are becoming more and more rational. They are not as ignorant about lighting as before, and in the information age, access to information is more convenient. There used to be a commercial proverb. From Beijing to Tianjin, I bought the fine that I didn’t sell. Huang always thinks that it is “from Beijing to Tianjin, and buys and sells as fineâ€, and the price tag is an industry trend. “Without standard, there is no scaleâ€, the same The price is not standardized, and the company will not be stronger or bigger. Manufacturers clearly quoted the price of the dealer to say that the merchant does not implement the clear price tag for consumers because the consumer level, group diversity, but facing the business, as a supplier of the price of why the same people look at the price? There is no real price for the product, and it is necessary to look at the source of the supplier as a supplier.
Counterparty: The price tag clearly causes the business to be passive. When visiting a lighting company in Zhongshan Guzhen, the factory owner Liao Bo reflected that the lighting accessories are different, the cost is not the same, it is difficult to implement the clear price; if the price is clearly marked, then this lamp he sells 80 yuan, the competitors may out 70 The price of the yuan is even lower, attracting customers, and the company is very passive in its operation. Another lighting company, Wang Bo, said that the price of the product must of course look at the amount of the other party's purchase. Secondly, if the other party is a regular customer or a customer, if the purchase is more, it is an old customer, and the price must be cheaper.
Square: The price is clearly marked "one stone and three birds". During the visit, it was found that the manufacturers generally reflected that the entire lighting industry was chaotic and the operation was not standardized. And the manufacturers will be willing to follow the big stream, as long as there is money to earn it? The "heroes" in the "trouble" are not following the trend.
According to Mr. Zeng Toyun, the director of domestic marketing of Xinteli, there is only one condition and basis for the price of the new Teli Ming code, that is, “the same quality and the same price, integrity managementâ€, as long as it has basic business ethics and industry responsibility, any manufacturer And businesses can do it. In the "four unification" theory of the new franchise business model, one of the "unification" is the quality of the unified product and the price system of the unified product. The sales channels of Xinteli have gradually matured, and the benefits brought about by scale operation no longer require price competition as a means of survival. And as the industry matures, the era of profiteering is over. After the new Teli unified price, it will send people to check and evaluate, and use this as one of the conditions for assessing whether the franchisee is up to standard. At present, Xinteli has not found a phenomenon that seriously violates the price system.
It is understood that the new Terri has only one ex-factory price, and there is only one national unified retail guide price. The stability of the price system is a sign of brand health and maturity. It is also a prerequisite for maintaining market order stability, and it is indispensable for maintaining stable brand development. At the same time, the price is clearly marked. On the one hand, the dealer is trusted, and on the other hand, the consumer is trusted, which not only protects the interests of the dealer but also protects the interests of the consumer.
Consumers are exposed to the imaginary price and suffer from anger. When they visited the Liuying Road Lighting City, they accidentally encountered one thing. “How is this crystal lamp sold? A lady who came to buy a lamp pointed to the crystal lamp with a price of 6,800 yuan on the ceiling. The voice just fell, and the salesperson at the side replied: “If you sincerely want to buy it, you can buy 3200 yuan. . â€
The salesperson "Sincerely" said that if Miss Wang buys other lighting, the price can be lower. Miss Wang, who hesitated, nodded and turned to another store. Miss Wang said that this is already the third lighting market she visited, but it is still unclear which lighting to buy: expensive, afraid of being slaughtered; cheap, and afraid to buy parallel imports. "Shanghai has built a lot of lighting cities in recent years. The original purpose was to provide convenience for consumers. They shop around and get it at once, but now they don't need to bargain at these places to buy things. It is really tired! Even if the price is reduced, You don't know where the lowest price is," commented one of Mr. Li next to him.
It seems that consumers are more reluctant to express this so-called clear price method. Regardless of how good the quality of the manufacturer's products is, the sales methods of the merchants are no matter how clever, and ultimately they have to pass the consumer. The consumers who control the manufacturers and businesses are born and squandered everywhere.
Experts: The brand is based on the price tag. Mr. Hess, who has more than ten years of marketing management experience, said that the reason why the lighting industry lacks the clear price tag is that the company generally lacks brand awareness and the market operation is not standardized. Among the more than 4,700 lighting companies in Guzhen, 80% belong to SMEs and are in the “survival†stage. An enterprise is like a person. Even the problem of food and clothing cannot be solved. How to talk about the issue of unified ex-factory price and unified retail price. In the case that the product has not yet dominated the market, the company can only adopt various preferential policies to attract dealers, and there will often be a phenomenon of “big shop bullying, big shop bullyingâ€. Now some enterprises in the industry have implemented the price tag when developing the franchise form. With the gradual standardization of the industry, it takes about 3 years, the lighting industry is relatively mature, and by that time, the price tag will be better. . The lighting industry should be relatively easy to achieve the price tag. The first is that lighting products are personalized, not comparable, and more conducive to pricing; secondly, lighting is a medium-to-high-end consumer product, the price elasticity of demand is low, that is, the price changes within a certain range does not affect the sales of its products. Big. This is different from some convenience items such as cigarettes. The price of a pack of cigarettes will be reduced from 10 yuan to 8 yuan, and the sales volume will rise immediately, while the sales volume from 10 yuan to 11 yuan will drop immediately. Different lighting, people who usually buy lamp ornaments may spend millions to buy a house, decorate the house, so the price of a certain kind of lighting rose from 1,000 yuan to 1,200 yuan, which has little effect on sales.
The lighting industry is adopting a differentiated competition strategy. Different types of business management products are staggered from each other, which reduces the competitive pressure to a certain extent. Counterfeiting and factory shipments will cause homogenization competition, but this competition is only partial and temporary. This can be avoided as long as the company adopts some differentiation measures on the image and packaging. In fact, if the enterprise is only limited to the level of product competition, it will never get rid of the price war. Only when it rises to the competition level of the brand, the enterprise has the ability to resist risks and is in an advantage in the competition.
Links: "Regulations on the implementation of clearly priced prices for goods and services" on the relevant provisions of the price tag. Article 9 The price should be clearly marked, the price of the price should be complete, the contents of the price should be clear, the writing should be clear, the goods should be aligned, and the mark should be conspicuous. The price should be adjusted in time. Article 13 For retail business, the price tag of the commodity shall indicate the main contents such as the name of the product, the place of origin, the unit of pricing, and the retail price. For the requirements of specifications, grades, textures, etc., the specifications, grades, textures and other items shall also be indicated. The price tag is signed by a designated person.
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