I went to shopping at Hui Jin Department with Wendy today – I mentioned about the store two months ago. I was surprised that Hui Jin is on sale again after its last champion.
Almost all the goods are selling at 20% off. Besides that, they offer 50 RMB rebate coupon for every 200 RMB purchase. That is not all. According to how much you buy, they give you gifts worthing 40-200 RMB. That means, for goods of 500 RMB, you only need to pay 400 RMB and get 100 RMB coupon and some gifts worthing 40 RMB. So the original good is actually sold at 260 RMB – the half price.
I know in U.S, shops go on sale in the month around the Christmas. Here in Shanghai, it seems all major shopping malls are on sale every month and every day. It seems the goal of the program is to keep the customers in their mall as long as possible. They always put the counter to claim the rebate at the top floor or the mall – 7th floor for Hui Jin. People just go up and down and see more goods. Chances are, people will spend more money than they plan to when they 1) Have to pass by the goods (which they didn’t intentionally to see) 2) Has coupon on hand which will be garbage after serveral days’.
Very clever way to sell, isn’t it?