Industry comparison home appliances are quite thorough homes in March this year, after the National Development and Reform Commission issued a clear price notice, Suning, Gome and other large chain appliance stores have announced that they will jointly implement upstream products in the national chain stores. "Sales, the price is one step at a time, no longer accepting consumer bargaining. Recently, the reporter turned around in several appliance stores, and found that all businesses basically adhered to the rules of clear price. Although some merchants can bargain, the bargaining space is very small, and can only float up and down in the hundred yuan. Many sales people have said that the lowest price of the product is the price on the label. If you want to get a lower price, basically It is necessary to rely on the "old-for-new" policies of home appliances. In the Lion City of Zhujiang Road, the reporter also saw the price inquiry system. The system clearly marked the price index of Beijing Zhongguancun on the same day. The price of each product of each merchant is clearly marked on the system, even accurate. The price of a U disk, consumers only need to move the mouse, you can refer to the price of Beijing to shop around. In the home industry, there are few implementers who have a clear price. Although in recent years, a few home furnishing companies have implemented the actual price, but the cabinets, lamps, ceramics, sanitary ware and other home improvement building materials are still "staying in the air." Some lighting products have a particularly high price, and the price is more than ten or 200,000. The actual transaction price is only one tenth. Inter-bank support for home shopping malls to be "tough" Why the home appliance industry can achieve clear price, the home industry has not been moving? A person in charge of the appliance store who did not want to be named told the reporter that they are based on reasonable profits, and then refer to the price of similar products on the market, and regularly adjust the price tag of the product, the price of the same brand and model. Not higher than the same city. "Because our real price has been very successful, many of our peers have come to find out how to operate. Some of the peers attribute the crux to the consumers, and believe that consumers like to make a counter-offer, which makes it impossible to implement. In fact, it is still the management of the enterprise itself. Institutional problems, we have done a lot of meticulous research and preparation before the implementation of the clear price, the light rules and regulations have been compiled a thick book, and now the difficulty of management has increased a lot." "Home industry situation and home appliances The industry is almost the same, all are based on rental stores. If the home industry wants to implement a unified price, it will not only require the cooperation of the merchants, but also the store itself. The home store should learn from the appliance store and formulate its own 'game rules'. Mandatory to allow merchants to unify the cashier, the implementation of the clear price. But this process is very difficult, if not done well, it will be counterproductive." An industry insider pointed out that the home industry businesses rely on the store to survive, but the store is against the business The implementation of "putting sheep management" is also a blind eye to the pricing of merchants. He believes that the experience of IKEA, B&Q, home music and other stores with clear price is worth learning from other stores. The store should come up with its own tough attitude. "Develop your own rules and regulations at the beginning of the store." Just out of the game, in order to ensure that the actual price of the code is really implemented. Why is the price of building materials and furniture so difficult? Every renovated owner has such a bargaining experience, and a little carelessness will make you feel bad. Recently, the owner, Miss Yan, encountered an annoyance about the price: the price of furniture was negotiated three times and five times, but the merchants “sit on the ground†before signing the order. When the reporter understood the situation, the merchants did not live to the reporters: the owners bargained too much, and the price could not be sold. Insiders pointed out that bargaining for building materials and furniture has become a practice that has been formed in the home industry for many years. To promote the actual price, consumers have to change the habit of bargaining! When talking about a good price, it will change. At the beginning of July, Miss Ms. Yu saw the furniture of the brand name Tosca in a store in Qiaobei. In order to buy the favorite furniture at the cheapest price, Ms. I ran to Tosca, hoping to cut the price. "In order to buy this set of furniture, I went four times before and after, and I spent three or four hours with the salesperson in the first two times." Kung Fu pays off, after two rounds of talks, the final offer of the merchant makes Ms. Yan very satisfied. , "a set of sofas, a boss table, a dining table, two horizontal bookcases, two open bookshelves, two TV cabinets, a 1.5-meter bed, a bedside table and a shoe cabinet, quoted at 16,600 yuan, Also promised to send a small bookshelf and supporting chairs." August 2 is the date for both parties to sign the order, Miss Yan came to Tosca for the third time, but the business has changed. "The second time we have already negotiated the price of 16,600 yuan, but this time the merchant proposed to add 300 yuan on the basis of the total price before the transaction, let me pay 16,900 yuan." Miss Yan said that the increase of 300 yuan Including the material cost of changing the bed board 100 yuan, but another 200 yuan is very inexplicable, the business did not give a clear reason. In addition, the bookshelves and chairs that the merchant originally promised don't want to send. "On the second day of the signing, the merchant called me and said that because this time it was a loss sale, the gifts can only be sent the same, I did not agree; they said that if both gifts are wanted, I must pay 150 more. Yuan. "The original furniture that can be bought for 16,600 yuan, but now it is more than a few hundred dollars out of thin air, Miss Yan feels unacceptable. To this end, this Tuesday, she once again came to the Tosca brand store to return, and got back a 500 yuan deposit, but the business did not agree. The bargaining price is too ruthless. The profit has already been negotiated. Why did the price increase suddenly when the order was signed? In an interview with reporters, a staff member of Tosca told reporters that the price of 16,600 yuan is not the price given by the merchant, but the price that Ms. Yan herself unilaterally recognized. "She has ordered a lot of things. If the manufacturer has no profit at the price of 16,600 yuan, she has always insisted that the price is not loose." The staff recalled that because the price of Miss Yan was too low, they could not be the master, so they signed When the order was placed, they faxed the order to the factory headquarters. The price of 16,900 yuan was determined by the staff of the headquarters and Miss Yan. “The manufacturer later calculated the order and found that the profit was too small to send bookshelves and chairs as gifts.†The staff said that they had discussed with Miss Yan if they could only send one gift, and did not mention the price increase of 150 yuan. And afterwards, the boss also said that since the customer has been promised to give gifts, they can't talk, even if they lose money, they must fulfill their promises. According to the reporter's understanding, although the price on the final order is 16,900 yuan, the original price of Tosca furniture is not low. The set of five-piece sofa purchased by Miss Yan is more than 9,000 yuan. "She cut the price too much, and bought a total of 12 pieces of furniture, only spent less than 17,000 yuan, in fact, it is very cost-effective." For Miss Yan's return and request for a deposit, the staff said that Miss Yan signed The order, indicating that the order has been agreed, the factory has already opened the production, so it can not be satisfied. "Some of the products she ordered are non-standard sizes. Since they have already been produced, they can't be returned." [Industry] Bargaining really needs to be changed. Everyone knows that there are some discounts on buying building materials, so few people will watch it. The original price, only concerned with the final transaction price, as long as the transaction price reaches its psychological price. When the reporter asked Ms. Yan about the original price of the furniture she bought, she said that she did not see the original price at the time. Nowadays, many merchants like the virtual price, and the price of a lamp is tens of thousands. As for the transaction price, it depends on the price of the consumer. If you want to implement a clear price, consumers must fully cooperate and change the bargaining habits. The relevant person in charge of Su Ming Lighting Chain said that Su Ming has been implementing the clear price since last year for more than half a year. “At the beginning, many consumers are not used to it. They choose to use the lighting and want to make a counter-offer. If they don’t come down, they want a gift.†The person in charge said that most consumers have developed the habit of bargaining. Consumer psychology and habits to some extent condone the price of the merchants and are not willing to implement the price. A brand furniture agent told reporters that they had also implemented a "price", but customers did not buy it, or they had to pay a counter-offer. "The price of the furniture industry is opaque, so most merchants will first push the price to the high standard, and then according to the financial resources of different consumers, depending on the degree of bargaining, give different discounts."
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