Nowadays, more and more promotional discounts in the mall have made everyone dazzled. Here is a detailed introduction to the specific situation.
"Folding and discounting" - After the store has finished the discount, participate in the shopping mall activities, the mall directly discounted on the basis of the discounted price. For example, the activity of a shopping mall is “returning 10% after discountâ€, and the store will play 5% off. The mall will make another 10% off on the basis of 9.5 fold. The customer will finally buy the goods at 0.95*0.9=0.85.
After the discount store, after participating in the shopping mall activities, the mall directly discounts on the basis of the discounted price. The discount is obtained by the customer lottery. The minimum is 4%~8%, the maximum is 20 % (probability is low). Specific examples can refer to the first rule, except that the discount for the mall is floating.
"Fold back and cash back" - After the store has finished the discount, participate in the shopping mall activities, the mall directly on the basis of the discounted price based on the amount of the transaction to carry out cash back activities, such as up to 3,000 yuan back to 200; up to 6,000 yuan back to 500 yuan ... is essentially a category of discounts and discounts, but the calculation method will be more complicated.
This kind of game rules seems to be beneficial to consumers. In fact, it is a digital game launched by various furniture malls in order to attract passengers. However, the benefits that consumers ultimately get are not large, because:
1. Furniture malls simply cannot use this money to engage in activities. Therefore, the funds for rebates to customers are actually provided by the specialty stores.
2. How does the mall collect this “rebate†funds? On the one hand, the mall directly charges 50% of the activity fee to the store – that is, half of the cash back in the store is paid directly by the store; The other half, it seems that the mall is paying money. In fact, the mall has already included the cost of this in the rent paid by the store every year (the rent of the store has been rising). So, in the final analysis, this cost is still plagued by a specialty store.
3. The profit of the specialty store itself is not big, and where can make the profit so big. Therefore, many furniture stores will increase the selling price, or increase the sales discount, like a clothing store. This is the so-called "wool out of the sheep", the store can not give such a large profit to the market, unless it is a loss.
Therefore, for the chain management brands whose price policy is stable and fair, the “cash back†activities launched by various shopping malls are not the gospel. On the one hand, the shopping malls charge the stores for the activities, which actually weakens the profits of the brand owners. On the other hand, in order to maintain the unified retail price of the market, the brands can only exhaust their brains from the sales discount. Difference treatment will affect market price stability and word of mouth to a certain extent; the most important thing is that consumers are actually not in the furniture mall to fight for more expensive, but instead are promoted by various malls. Around a dizzy rise, confused.
Some people may ask: Since shopping mall activities are so complicated, brand chains can not participate in activities! In this regard, brand chain retailers are also suffering. First of all, not participating in shopping mall activities may not be able to obtain customer understanding, it is likely to lose customers who wish to participate in the event; secondly, the mall has been pre-paid through the means of raising rent 50% of the activity, you do not participate, you have given up the funds of your own investment activities, the store will be quite passive. Therefore, such an event, the brand chain is forced to participate.
As a consumer, we should look at the essence of the so-called “large cashback activities†in furniture malls more clearly and calmly: there is no free lunch in the world, and the key to buying furniture is to look at the price/performance ratio. Optimistic about the brand is the key to optimistic quality. In order to save a few hundred dollars in the cost of choosing improper furniture, it is the health and happiness of the family for more than ten years!
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