Consumers’ doubts about the price of home appliances

Suning, Gome and other large chain appliance stores announced in early March that they will jointly implement the “clear price” sales of the upstream manufacturers in the national chain stores. The price will not be accepted by consumers. This move, which is different from the traditional sales model, immediately caught the attention of consumers and the industry.

The listing price is reduced by an average of 20%, and the value of household appliances is “dehydrated”.

The reporter visited the home appliance stores in the province in the past few days. In the past, many commodities hang two price tags: the price tag and the sales price. Most of them only hang the price. There are also fewer eye-catching promotional price tags that have been flying down a few thousand dollars.

In Taizhou, five-star appliances and other businesses have also followed Suning, competing to replace the new price tag, and launched a "clear price" battle. According to a special survey conducted by the Taizhou Municipal Price Bureau Price Monitoring Center, the average price of home appliances in 90 varieties of products has dropped by 20.3% compared with that before the beginning of March. The survey also showed that among the 90 home appliance varieties in the “price-to-three” monitoring catalogue, the price list of 26 varieties of color TVs was lowered by 27.4% on average, and the listing price of refrigerators of 27 varieties was lowered by 18.1% on average. The price of air conditioners for 20 varieties was listed. The average price was lowered by 14%, and the average price of 22 types of washing machines was lowered by 19.6%. Among them, the home appliance with the largest reduction is a 47-inch Hisense color TV. The original listing price is 13,990 yuan, which is now 7,990 yuan, a drop of 42.9%.

"Now the market competition is too fierce. One has pulled the price down, and others don't dare not follow up. Otherwise, are there customers coming to the door?" The person in charge of a home appliance store said "clear price" to bring them The pressure to come.

"Clear price" is a good thing, but it is suspected by customers.

Home appliances "clear price", like the shopping in the supermarket, how much is how much money, pick, pay, leave. It stands to reason that this is a good thing for both the seller and the buyer. It saves the bargaining and helps the consumer to make a comparative selection at a glance, but the long-formed "regulations" make this initiative Not so easy.

The reporter interviewed more than 10 consumers. Surprisingly, almost no one has a sense of trust in the “clear price”. On the contrary, most of them think that this is a kind of speculation of the merchants, but if they really want to buy electricity, they will definitely “shop around”. ",bargain. Some consumers who do not bargain are still going to ask professional bargainers to go out, in order to be "slaughtered".

In the eyes of the salesperson, this "distrust" of consumers is actually caused by consumption habits. "Buyer electricity is going to bargain, even if it is cheaper than tens of dollars, this is the practice of most consumers."

Mr. Zhu of Yancheng often travels abroad. He said that in the United Kingdom and other places, even in the small town to buy the same small daily necessities, the country is also a relatively uniform price, no one will buy an air conditioner, refrigerator bargain. But once I return to China, the same thing often has multiple prices in different sellers, so I always habitually counter-offer.

“In the past, the price of home appliance industry was generally high, and it really made consumers feel that the price could not be touched. It only made a lot of slashing. This added to the difficulty of our price management.” The head of the home appliance department of a shopping mall in Taizhou said frankly that China’s home appliance chain At the beginning of the development of the enterprise, the competition between the peers was fierce. In order to avoid the competitors knowing the real price, the general price opacity was caused. On the other hand, the factory promotion guides are easy to accept the customer's counter-offer for the sake of sales performance, and finally the consumer's bargaining power determines the final price of the product. Consumers lack confidence in the so-called "clear price", and the crux lies in the home appliance chain industry itself.

“The 'price is the price' conveys a kind of feasibility information to the consumers, but whether it can be recognized by the consumers, it depends on whether the price is really real, that is, how exactly the execution of the business is.

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