Six major traps in the home appliance industry to see if you have been hidden rules yet?
Trap 1: Bare metal prices show people, consumers are "secondary consumption"
In today's increasingly competitive consumer market, in order to attract customers and attract target customers, it seems that merchants have become a commonplace means of competition at bare-metal prices, and consumers will accidentally stumble into it, and the result will naturally suffer. Words. What is the bare metal price? Popular speaking, that is, only a single machine, other accessories are not equipped with the conditions of commodity prices. The most common is the TV without a base, air conditioning without a plug and so on. The “secondary consumption†means that when an operator sells home appliances, the main body of the home appliance is sold separately from necessary parts such as a base or a pendant, and the consumer is forced to pay another purchase to purchase other necessary goods.
Recently, Ms. Li and Ms. Wang have encountered such embarrassment. Ms. Li, who has four people in her family, spent 5,500 yuan to purchase a domestically-made cabinet-type air-conditioner. After all the installations were completed, he was ready to try out and could not find air-conditioning plugs. After some understanding of the questioning, the explanation given by the merchants was surprising and indignant: “The air-conditioning plugs are not delivered with the goods and need to be configured by the consumers themselves, and they must be installed on the air-conditioning wires themselves. If special personnel are required to install them, they will be charged separately.†Miss Li and her family suddenly felt deceived.
Similarly, Ms. Wang, who had purchased a 42-inch LCD TV in a shopping mall, was also hurt. Buying a TV without a pedestal without a pedestal is a bitter and controversial. And to complete the installation will need to pay additional rack fee (60 yuan), otherwise it will not be installed.
Consumers such as these are forced to “re-consume†and “replenish†with other parts and components. Why does it happen that there is a model that separates the sale of mainframes and accessories? In the final analysis, it is simply a means of deceiving consumers that businesses use to reduce costs and increase profits.
Trap 2: A two-price buyer and seller play the price "Peeping Cat
According to industry sources, over the years the home appliance industry has always had an unwritten hidden price rule. In order to maintain the unity of product prices, suppliers will determine two price criteria for retailers from their own brand positioning. One is the unified listing price and the other is the lowest retail guiding price. In the specific sales process, the sales staff will conduct related product recommendation and price negotiation according to the site conditions. The unified listing price is the best selling price, while the lowest retail guiding price is the transaction floor, and the final transaction price of the consumer can be There is a floating between these two price standards. This kind of pricing model leads to opaque prices. Consumers and sellers play "hidden cats," causing the consumer market to become chaotic and disorderly. Whether consumers can buy good-quality and low-priced goods depends entirely on personal "prices". Skills.
Trap 3: The market's lowest price is untrue and self-deception and deceptive
For example, if the price of the above-mentioned label does not match the actual price, it is very common that the “we are absolutely the lowest price†in the mouth of the merchant repeatedly makes unreasonable promises. For example, Mr. Han encountered such a bad thing. He purchased a rice cooker at a store. The price was 599 yuan. After the counter-offer, he sold the seller's self-proclaimed minimum price of 499 yuan and made a guarantee that the price was the lowest in the market. price. As a result, in another home appliance city, Mr. Han discovered a rice cooker with the same brand as the brand. The price was only 399 yuan, which was a total of 100 yuan less than the 499 yuan he purchased at the lowest price!
It is understood that the low price of goods and products promised to be the lowest price in the city, is a means of competition with the industry, some stores in order to win the price, they will send "mysterious customers" or "invisible customers" from time to time to the opponent Stores “look around†and once they find that the other party's prices are lower than themselves, they will quickly adjust to maintain price advantage. The bad competition environment between businesses is evident.
Trap 4: The special price product has no stock "smoke bomb" to confuse customers without consulting
Perhaps most people have such experiences. When they learn that a certain product has a low discount through channels such as promotional flyers or television network media advertisements, and they decide to go for a purchase, they are mercilessly informed by the salesperson that the product is out of stock, and Begin to warmly introduce other expensive products. Mr. Kang, who is the owner of the renovation, is one of the special flat-screen TVs in a store phase. After paying the full amount, the house is being renovated without immediate delivery. After a few days, the television originally owned by him was sold by the sales staff. At the same time as the loss of goods, consumers’ trust in the brand is also lost.
Grasping the psychology of mass consumers' greediness and cheapness, some businesses risked the integrity and reputation of the brand, and drew the attention of consumers with special price posters. When the customers were full of joy, they consulted and used “just sold out†as a loan. The promotion of other products, this kind of tricks that lure customers to the door with ultra-low prices as bait is increasingly questioned and resented by consumers.
Trap 5: "free" install door charge
After the consumer purchases a satisfactory product, it is not all right to go home. The price dispute caused by improper after-sales service is also a big headache for people, especially in the installation process. Mr. Huang, who just purchased air conditioners, was forced to see a stupid look at the special “privileges†of “free†installation and door-to-door charges. Although the material cost details were indeed seen at the time of purchase, such as 4 meters of tubing to be charged, reinforced concrete drilling to be charged, etc., carefully weighed and thought that their home was not within the scope of the fee just to ease the installation, but the workers arrived 300 yuan for overhead operations and 120 yuan for air switches.
According to industry sources, at present, some home appliance manufacturers have outsourced their “home-installation†business. Manufacturers or home appliance retailers will pay the outsourced company a free-to-door installation labor service fee (this part of the cost can be exempted from the consumer’s commitment). The fee for using materials other than home appliance packaging (for example, accessories, processing fees, drilling fees, overhead work fees, etc.) is charged to the consumer by the installation company.
The reporter learned that some manufacturers have previously sold the necessary brand accessories to the installation company in advance. “The whole batch of retail sales†has become an important source of profit for the installation company, although consumers are allowed to buy on their own. Accessories, but in the warranty paper, a "User-supplied installation material is not covered by the warranty" provisions, so that consumers can only choose to purchase the manufacturer's accessories. For this extra consumer item, home appliance manufacturers have generally accepted it, and have gradually become the industry's "hidden rules."
Trap 6: Return? First pay "packaging fee"
To say that it is difficult to buy goods, returns are not easy. On May Day holiday, Mr. Qiao bought a xx brand red refrigerator in a shopping mall. At that time, he looked very like it. However, just a few days after moving home, the family became more aware that the refrigerator's color was not in harmony with the overall style of the room. He immediately negotiated with the business to replace other colors, but the store staff informed, to change the refrigerator will have to change with the packaging, otherwise it would have to pay 200 yuan packaging fees, but he has sold the box as waste, in order to be able to do so Mr. Joe, who was helpless when he changed to goods, only had to “followâ€.
Breaking the "hidden rules" requires a transition from "marked price" to "clear price"
Why the hidden rules in various sectors of the industry frequently exposed, repeated ban more than the source of the study, all the benefits of trouble. In today's environment of soaring prices and fierce market competition, price opacity has become a “figure of figurines†for the home appliance industry to play tricks and gain benefits. However, the “negligence rules†are the ones who touched and damaged the interests of the nerves. Is it the consumer? Currently it may be, but in the long term, the sacrifice must be the company's brand and reputation, as well as precious word of mouth. .
How to break the unspoken rules of the home appliance industry, in the current environment of price as the deed, perhaps let the sun shine into the business, so that the price is bright and stand out from the "clear price" to "clearly price" is a reference law.
What is a clear net price? It means that what price the business bid will sell what price, do not bargain does not increase the price, even if the discount will also indicate the original price and current price. Clear-price real estate helps brand enterprises to gain trust from consumers to a certain extent, thereby earning good reputation and brand reputation.
In short, an industry wants to continue to occupy the commanding height of the market, starting from the brand quality, service details, really stand in the perspective of consumers, put the interests of consumers in the first place, in order to win the trust of consumers, and ultimately win the market. In this year's National Development and Reform Commission issued a notice advocating for the implementation of "clearly-priced" under the premise of goods, there are many home appliance companies have tried to "clearly price" in order to regulate the overall home market, such as "clearly marked price" famous Best Buy China closed shop And Suning Appliance, which is priced jointly with the upstream manufacturers to test the price, is a beneficial attempt made by home appliance enterprises to the development of a healthy and healthy market.
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