E-commerce price war sequelae: the price tag is the worst

On March 7 last year, Suning took the lead in calling out slogans for "clear-price" sales in chain stores nationwide. A few days later, on the occasion of “3·15”, the Chinese Consumers Association and the Jingdong Mall all became Beijing’s first batch of companies that promised to make it clear.

In addition to facilitating consumer shopping, it appears to the industry's insiders that price tagging can significantly reduce e-commerce marketing costs. After the wholesale price and retail price are clarified, the sales of e-commerce are even more obvious, which will greatly reduce the company's financial costs and labor costs. However, can such a "buy price" be successfully implemented?

Yesterday afternoon, the reporter went to Gome and Suning in several stores in the South Third Ring Road. After inquiring dozens of products such as flat-panel TVs, notebook computers, mobile phones, and soya-bean milk makers, the reporter found that the salesman provided different prices. The price tag of the merchandise, in which several notebooks and mobile phones have even reached a price difference of more than a thousand dollars. "We are now doing activities." In the face of the continued "Golden 9 Silver 10" looting, sales staff have given such a response.

A Gome salesperson told the reporter that the commodity price tag is only a reference price that the manufacturer provides to the store. Now the store frequently does activities and the transaction price will definitely be lower than the price. After the price war, commodity prices have undergone several rounds of changes, and the price tag has changed to "unrealistic."

A staff member at the Suning store said that sometimes the price tag is low, but consumers may not necessarily buy it. "If the price tag directly writes discounted prices without explaining the discount, some consumers will still feel that the low prices will not be due to quality problems."

Not only that, in addition to pricing and asking prices, there is a third price for home appliances: bargaining.

“Before I asked them if they would send gifts or not, I now have to add one more sentence. Can I still be cheaper?” said Miss Fang, a busy citizen of the US-based Frangipani flat-screen TV area. The price war made her feel that direct trust sellers "is a bit difficult."

"Price warfare has the most serious impact on price tagging," said e-commerce watcher Liu Buying. "The price premise is that commodity prices have remained stable for a long time, at least for half a year, and price warfare is just a signboard for price changes." ."

"Home appliance stores and manufacturers always habitually use prices to stimulate the market rather than relying on brands. This kind of business thinking must be changed," said Liu Buchen.

In addition, "from Nanjing to Beijing, buyers are not sellers, this saying goes to illustrate the problem." Liu Buchen also said that in addition to the price war, the consumer bargaining habits make home appliance stores "clearly price" itself there are implementation difficulties, " The trust relationship between consumers and businesses must first be established."