Nanjing Implements "Explicit Price" To Halt "Coupon" Promotion

There is less sales in "coupons", and "buy one get one" is embarrassed.

-

Pilot "

Investigation

Since May 20th, Nanjing has taken the lead in some supermarkets.

The eight major industries such as home appliance stores, drugstores, garden attractions, agricultural and sideline products, gas stations, catering and one street have been "explicitly priced".

More than a month later, the reporter's investigation found that the previously controversial "coupon" sales promotion was significantly reduced.

But businesses "buy one get one", consumers do not need to reduce the price of gifts in the operation of the provisions encountered embarrassment.

The price bureau of Nanjing municipality is seriously combing and summarizing the relevant conditions of the pilot, and will improve the relevant provisions in the next stage.

Nanjing Shopping Center

Result: less sales of "coupon" promotion.

Stopping the sale of "coupons" is one of the key contents of the implementation rules of Nanjing's "explicit price".

Xinjiekou, in the past, was the most concentrated and craziest area in shopping mall.

But today (July 3rd), reporters visited Xinjiekou again and found that sales of coupons had been significantly reduced.

Reporters visited the 5 central, new hundred, Oriental, oceanic, Suning appliances and so on.

Although each family is carrying out promotional activities, but the past kind of "full 200 yuan to send 400 yuan shopping voucher" voucher sales are not seen, most of the shopping mall is the "full reduction" type of promotion.

Among them, the central shopping malls are carrying out promotional activities of "98 yuan per 48 yuan" sales promotion, sales personnel introduced, that is, direct reduction of 50 yuan per 98 yuan, equivalent to 50 percent off; and the new hundred wear category is engaged in "98 yuan reduction 60 to 50 yuan" promotional activities; the eastern clothing category is engaged in "400 yuan reduction of 200 yuan or 180 yuan" promotional activities; the ocean wear category is engaged in the "full Yuan reduction of yuan yuan, full Yuan Yuan reduction" promotional activities.

"Almost every shopping mall in the past has done the coupons promotion, which seems cheap, but the result often needs to be purchased in a serial fashion. Many consumers are confused by the complicated refund rules. Now, how much less directly, the discount rate and the sales promotion are almost the same.

Miss Xu, who was shopping in the central shopping mall, said.

Question: "buy one get one" embarrassed

The implementation rules of "Nanjing real price" also stipulates that if a business develops a promotional event, if the consumer is unwilling to accept the gift, the operator should deduct the price given and the settlement of the consumer.

However, reporters recently visited a number of supermarkets to see that the phenomenon of "buying one get one" is generally prevalent, but no supermarket is willing to subtract the gift price directly.

"If you deduct a box of gift milk from the original price, you won't make a cent, then I'd rather throw it away."

A supermarket salesman said.

"Such problems do exist."

Sun Xiaohong, an inspector of the Municipal Price Bureau, said that after the pilot of the "real price code", the City Price Bureau and many large chain supermarkets had exchanged, and some supermarkets clearly pointed out the problem of "buy one get one".

Sun Xiaohong believes that milk is a special commodity. Once it expires, it will be destroyed. In order to avoid waste, businesses should promote the "buy one get one" promotion, which is also good for consumers. As long as there is no malicious increase in the original price, it should be treated in a special way.

"In addition, there are similar problems in selling promotional items such as cosmetics, gift trials and toys.

If the requirements of the original terms are cut across the board, businessmen will certainly not be willing to give away any more, but they will damage the interests of consumers.

Sun Xiaohong said that the Municipal Price Bureau will seriously sort out and summarize these new problems that occurred during the pilot period of the "real price code", and reflect to the provincial Price Bureau, and strive to improve the relevant provisions before the new year's day will be formally implemented.

Dispel doubts: "real price" does not prohibit normal promotion, and does not inhibit consumption.

People in the industry are worried that the "real price" will stop businesses keen.

Will it curb consumption?

"Certainly not," Sun Xiaohong explained. Stopping the "coupon" promotion is due to its hidden consumption trap, which has been repeatedly criticized.

"Clear price" is not a prohibition of promotional activities, as long as businesses do not discount the original price, other normal promotional activities can still be carried out.

Moreover, in the long run, the "clear price" will further standardize the price environment, consumers will be more assured, and will also have more confidence in the business, and will further drive consumption.

"From the overall situation of the pilot, the effect is also very obvious, many businesses have expressed willingness to actively follow up the response."

Sun Xiaohong introduced that before setting up the first batch of "real estate price code" pilot enterprises, there were several major shopping malls in Xinjiekou, considering that the promotion plan for the whole year had been determined ahead of time. Some of the original sales strategies and sales ideas were difficult to change abruptly and were not added for the time being.

But recently, through further communication, these stores have generally indicated that if we all execute the "real price" clearly, it is indeed a good thing that they will follow up next.

In addition to the above businesses, there are also some industry operators who are willing to participate in the pilot project, including electronic city and furniture store.

"We also want to make a" real price ". If we always pay tens of thousands of dollars for a sofa, then let consumers keep bargaining, finally, thousands of dollars or hundreds of dollars will be traded - so that people will not trust our industry for a long time.

A person in charge of a furniture store in our city said.