Most of the lighting stores have a high price phenomenon. The industry believes that the real price of the lighting industry still needs time. The home of the house is actually a new price for nearly one month. The Beijing News reporter visited some lighting markets in Beijing and found that The phenomenon of high price is still there, and it is not uncommon for all kinds of lighting products to have a 40% discount, a 50% discount or even a lower discount on the basis of price.
In the lighting industry, some of the lighting stores have drastically implemented the price of the code, and some of the products in the market are still chaotic. Faced with huge differences, the industry believes that it is still necessary to realize the actual price of the whole industry in the current lighting market.
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Visiting some of the store's lamps and lanterns on a high price on March 15th, the actual house squatter lighting city officially began to implement the clear price. Clear code is the price that the merchant must publicly mark when selling goods and services to consumers: The actual price refers to the actual transaction price calculated based on cost, reasonable profit and market competition. After the implementation of the clear price, all merchants will use the uniform price tag of the actual home, settle with the consumer according to the price, and do not accept any bargaining behavior.
Recently, the Beijing News reporter visited the home of the squatter lighting city. In the MEGA brand store, the reporter asked a table lamp with a price of 890 yuan. The salesperson said that the current audience is 10% off and there are no other discounts. In the brand stores such as Yu Xuan and Qi Lang, the answer is 10% off. Yan Xuan’s sales staff said that the entire lighting city has a clear price, unified cashier, and does not accept bargaining.
However, on the same day, the Beijing News reporter visited the Shilihe Lighting City and found that the discounts in different brands were still different. In the name of Xingyu. In the storefront of Dabang, a table lamp was priced at 3,900 yuan. When the reporter consulted, he was told that the actual price was 1,300 yuan. The salesperson said that it can be lower. In another brand store called Ankases, the sales staff said that the current 50% discount, such as a three-headed chandelier price of 1,460 yuan, 730 yuan after the discount.
In the North Fourth Ring lighting market, low discounts are also available everywhere. In a Yijia lighting store, the LED chandelier with a price of 4,900 yuan, the actual price is 1,200 yuan; and the table lamp with a price of 3,100 yuan, the actual price is 850 yuan. In another Chinese lighthouse where the shepherd is lighting, the sales staff also said that the current audience is 50% off. In other advertisements outside the store, it is not difficult to find content such as 2.5 fold and 4.5 fold.
Voice: In the short term, it is difficult to promote the price of Wang Zhuo. The deputy secretary-general of China Lighting Association has few uniform charges for the lighting market. All the merchants charge separately and operate separately. This operation also makes the price of the code in a short time. It is not easy inside. Moreover, the problems of the lighting products are also somewhat complicated. For example, the same lighting products look the same, but there may be great differences in materials and processes.
Whether it can be clearly priced, and consumer psychology is inside. For example, when discounting or promotion, consumers will compare psychologically. This is not only in the lighting industry, but also in many retail industries. In short, the actual price of the code may not be popularized in the short term, and the owners of the various lighting companies can also discuss whether the price of the code is in line with the consumer's consumption habits.
Don't be a propaganda slogan Chang Yi, the Secretary General of Beijing Lighting Association, from a normative point of view, should be able to do the actual price. The question is whether this clear code is really clear and there are no previous records. Because in many cases, the so-called concessions are to increase the original price and then discount, and finally consumers do not get benefits, and the so-called clear price is just a sales slogan.
At present, under the marketing level and related systems in our market, there is no real supervision by the actual price. On the one hand, the supervision of the supervision of the price is not very good; on the other hand, although consumers can also supervise, most of them will not reflect the problems found to the industrial and commercial departments, and even directly to the merchants may even have disputes.
Consumer prices are not confusing. When the Beijing News reporter visited the lighting city, Mr. Yu, an interviewer, said that he would not bargain, and he paid for the lamps without bargaining. After buying it back, the family said that it was actually half the price of the original price. Ms. Tan’s friend told her to buy more lamps, so she cut the price according to the price of 1/3, and the result was sold to her. Ms. Tan is very confused: How much does it cost to buy a lamp?
Brand expects platform to be constrained Wang Chunzhi, general manager of Baohui International Lighting Group Co., Ltd., said that the actual price is definitely difficult. At present, the biggest problem is that there are too many brands. The brands used in different cities are different, and the market is also mixed. As a lighting brand, it is expected that the whole country will be unified, which is more standardized. The initiative to implement such an initiative is a start, and the future depends on the promotion of the market and the norms of the industry.
Kong Liangbin, general manager of Milan Impression Beijing, believes that for the brand, the same product sells 10,000 yuan today, sells 8,000 yuan tomorrow, and adjusts the price every day. It is actually very hard and can not do good service. Good products require a good platform to face consumers. A good platform not only has requirements for the settled merchants, but also has clear regulations that allow businesses to focus more on design and service.
The official price is the trend. Cao Zhongsheng, director of the Consumer Protection Department of the Beijing Municipal Administration for Industry and Commerce, said that in the past, consumers bought lamps and put a lot of energy on bargaining. If there is a market to implement the clear price, this will help the industry to rebuild the integrity of the price system, so that the lighting companies will focus on the construction of the industry. Chang Yi, secretary-general of the Beijing Lighting Association, also believes that although there is still some resistance to the actual price, it is still the future development trend in the long run, and it is also the direction of our efforts.
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