The price is 7,000 yuan, if you want to take 2,000 yuan; the same style, the same brand, in different stores, the price is from 4,000 yuan to more than 1,000 yuan; an ordinary chandelier, the boss can call out the price of thousands of dollars. But what is the transaction price depends on your bargaining efforts. The huge price difference is due to the difference in the purchase channels of different merchants, or is it really the difference in quality that the merchants say? In the face of the high-priced, mixed-breed lighting market, how should consumers choose?
Consumers reflect the value of the lamp in the end?
Recently, Ms. Chen told reporters that a few days ago, because of the need for renovation, she went to an old lighting market in Zhengzhou to buy a lamp. In a store, she took a fancy crystal chandelier, priced at more than 7,000 yuan, Ms. Chen shouted: "Too expensive, too expensive one side of the sales staff came over," see you really want, I will give you a discount, Take a 30% off. "After pressing the calculator, "2,500 yuan. "Seeing that the price is so big, Ms. Chen is suddenly blind."
In the interview, the reporter learned that there are not a few consumers who encounter this situation like Ms. Chen. Some people are willing to buy because they are "smooth", and they think they are cheap and happy to buy; some are like Ms. Chen, and are scared away by the huge "fall" of several thousand yuan. The same style, the same manufacturer of crystal lamps in the same market, the price from more than 4,000 yuan to more than 1,000 yuan, in a lighting store, the boss promised: "As long as the home lights are selected here, but also discounts." Many shapes completely The same luminaires, the actual price difference is very different. If you don't understand the market, consumers can only act as a "big head."
Reporters observe that high discounts are common
The relatively concentrated lighting stores in Zhengzhou are mainly concentrated in the East Building Materials and Huaihe East Road. Both are wholesale and retail at the same time, and a small number of building materials are scattered in the urban area.
On the morning of September 6, the reporter first came to Jintaicheng Lighting Station on Huaihe East Road. I saw that almost all the shops used the price tag approved by the price department, and the price of the lighting was clearly marked, but it was not price". In the strolling, most sales people will especially remind that these are just price lists. If you want to buy, the price will have some discount on the original price tag.
In a store in the market, the female clerk directly told reporters: "No matter which one you choose, I will give you a discount. The discount varies according to the brand, the lowest can be sold to you at a discount of 30%." The reporter pointed to a The crystal wall lamp with a price of 780 yuan asks: "How much can this lamp sell?" The female clerk quickly pressed the calculator: "300 yuan. If you buy more, you can still give you a cheaper overall." In another Under the large crystal chandelier, the price tag for the suspension clearly reads 4,800 yuan, and the female clerk gives the purchase price of 1,400 yuan. In another lighting area not far from each other, a restaurant chandelier priced at more than 1,000 yuan, the reporter only touched the price tag, the female shopkeeper immediately shouted, "If you buy, 110 yuan to take away." Staggering.
The reporter then came to Dong Building Materials Lighting, a large and small lighting shop gathered here, the same product different price, making reporters fall into the fog. The reporter then found that the higher the price mark, the greater the room for bargaining, and the basics can be half-cut, and some can even be lower.
In the gorgeous lighting, the clerk said that the store is the first professional lighting store in Zhengzhou that implements the price of the price. There is no discount for all lamps. The reporter compared several lamps and lanterns produced by the same manufacturer and of the same style. The price is basically the same as that of the same product in the lighting store of Huaihe East Road.
Phenomenon perspective price high is derived from information asymmetry
Why is the price of lighting so large? Mr. Zhang, who once worked as a wholesaler of lamps in a lighting city in the city, told reporters that at present, Zhengzhou lighting wholesale market can generally see three kinds of price models, with real price plus small discount, virtual price increase discount, and strong business price. In the three modes: the actual price plus the small discount and the strength of the merchants clearly have a certain price in the market, but there are many "bad price" discount stores that are the most "injured" customers. The first two modes, the merchants earn appropriate profits, the price is fair; the virtual price increases the discount, mainly because the merchants sell the products, first mark the price very high, and then provide high discounts to attract customers and sell products. The clerk of a brand lighting store gave an example. The same lamp, the price is 2,000 yuan, no discount; another store, may be priced at 4,000 yuan, or 5,000 yuan in half, the actual consumer purchase price is the same, or It is also a bit higher, but the actual effect is that the store with the virtual price increase and discount is dominant in the consumer psychology. This is also a top reason for the existence of this part of the business.
So, why do the same lighting products have such a price difference? The reporter consulted the insiders who are engaged in the sales of lamps. The industry insider said the truth, "Although the appearance of the lamps is the same, the quality is very different. Sometimes the dealers themselves will be fooled if they do not carefully distinguish them. For example, the same style of crystal lamps, in the ball, lamp body, plating, etc. There is a world of difference in terms of price, and the difference in price is here."
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