Young people began to "rectify" mall assassins

Recently, the "setbacks" that young people have encountered, in addition to the failure of the college entrance examination and frustration in love, they also bought a bag of plums mistakenly when visiting the mall, but they were "stabbed".

"Ice Cream Assassin", the most popular word this summer, refers to the seemingly daily life, but because the merchant does not have a clear price or the price is chaotic, the consumer has the "thorn" ice cream product due to excessive price.

However, "Assassin" is not only ice cream. Users have recently exposed various "assassins" they encountered in the mall, including fruit assassins, plum assassins, fudge assassins, duck assassins, jewelry assassins, etc.

They are collectively referred to as "mall assassins".

When consumers walk into a shopping mall randomly, the first floor of the jewelry area, the snack dried fruit shop on the second floor, the restaurant on the top floor, the negative first -floor fruit business super and cooked food shops, all of which are hidden "assassins".

Combined with the experience of some consumers, we found that some merchants are selling products to sell products with vague prices. When consumers check out, the price is completely higher than expected, and some "social terror" consumers are because of their faces, and they can only be used to face. Pain with pain.

However, as more and more "shopping mall assassins" were picked up, young generations of consumers began to "learn from the scriptures" and communicate countermeasures. They directly rejected and clearly expressed the price range of the required goods. assassin.

In addition to "rectification", the business logic and market environment behind the "Assassin" are also worth discussing:

Why are the places where "assassins" appear in the mall? What sales routines do they have? What will happen to the consumption mentality of young people?

Invincible "Shopping Assassin"

After the "Ice Cream Assassin" frequently searched, some consumers found that they knew that they had "assassins" everywhere.

One of the most shocking is the "snack assassin".

A short video blogger said in the video that he went to a shop named "Shangyaohaifeng". He did not expect that two plums were more than 50 yuan.

In the video, he said that because he did not know the price tag, he asked whether the clerk was 160 yuan/jin (500g), and the other party responded that it was 160 yuan/two (50g).

Subsequently, bloggers asked if they could only buy one. Under the "two selling" reply, the blogger bought two plums and spent a total of 51.2 yuan.

Photo source: Wu Er Go

For a while, if the 1600 yuan/jin was, Mei appeared on the hot search, and the shocking netizens have shared their "stabbing experience" on the social platform. The price of snacks was "injured" by Meimei, chocolate, fudge, and dried vegetables in the mall.

Fanfan was stabbed by snack assassins. She said that one time I passed the mall and saw the plum shop, I wanted to buy something to try.

She took a little restraint, and the clerk quickly packed the scale, and it took more than 50 yuan. After asking the price carefully, she found that she wanted to be 18.8 yuan/50g, and she thought it was 500g.

Here, the "snack assassin" has just finished stabbing and visited the fruit and catering area.

A few days ago, a video of a wide spread on the Internet showed that a woman picked up two peaches when she was shopping in the mall, and the price was scared after the weight was directly weighed. It actually cost 92 yuan.

At first she thought she had heard it wrong, so she confirmed to the waiter: "Is two peaches 92 yuan?"

After getting a positive answer, she quickly asked the clerk to get one less, and paid 48 yuan in a hard scalp.

Later, she went to the salad light shop in the mall and asked for a small avocado fruit salad. As a result, she called 69.5 yuan, and bluntly "can't afford it."

"Fruit Assassin" and "Salad Assassin" in the mall

Azhen also has similar experiences. Once he went to the mall to buy some wine and vegetables home, and found a cooked food shop.

Seeing a cooked food in the window, he had a little bit of his mouth. As a result, the aunt grabbed two major handles. After weighing, he let him scan the code to pay directly, and the payment page displayed more than 100 yuan.

At this time, he discovered that there was a small price tag in the upper right corner of the glass cabinet, 28 yuan/200g duck heart, 39 yuan/150g chicken feet ... "Later, I ate the duck heart bibimbap for three days."

Youyou encounters "Kanto Boil Assassin".

When she was shopping, she and her companions wanted to eat some snacks, and walked into the Kanto Boiled Shop in the mall. The clerk asked "What do you want to eat" and should help them pinch them into the bowl.

"As soon as I took 3 strings, it took more than 30 yuan, and the taste was not even delicious, so we quickly settled out."

In addition to "Food Assassin", tens of millions of "jewelry assassins" on the first floor of the mall.

A consumer in Hangzhou talked on the social platform. When he was shopping in the mall a few days ago, he forgot to bring his hair rubber bands. He took a hair clip on the jewelry booth and paid it. It cost 99 yuan.

"The more I really want to get angry, because the hair clips are hung on the wall one by one. I didn't see the obvious price tags. I felt that the bricks white had been moved these days after finishing the account."

What made her even more angry was that when she was about to drive away from the mall, she found that the parking fee of less than 3 hours would cost 88 yuan, "it is really invincible."

Those routines of "Shopping Assassin"

The main reason why these "shopping mall assassins" can "sting" consumers is that some merchants do not have a clear price or fuzzy price, and they "stab" consumers coldly.

So, what are the common price vague strategies in the merchants in the mall, especially foods in food? The most common is to mark the unit price according to the number of grams. Consumers look at the price, it is difficult to judge the actual payment price.

On social platforms, users who do not notice the units of bulk names are not noticed.

Chen Ming, a retail industry, said that 50G was used to sell tea and nourishing products in the early stage, such as tea, Cordyceps, etc., but he believed that this was not suitable for snacks and foods.

"50g snacks are small", and 50g "G" is very similar to "0". It is easy to mistakenly think that it is a pound (500g). Make it look lower.

The other type is difficult to correspond to the price of the price and the product, so that consumers will consume it inadvertently.

Recently, Li Xiao went to the mall supermarket to buy watermelon. A watermelon found that it had exceeded 100 yuan during the settlement. In her impression, dozens of yuan can achieve "watermelon freedom".

The reason is that she did not see the price label clearly.

"When buying watermelon, the watermelon of three or four categories of watermelons on the booth is marked with the unit price only on the top. The watermelon is large and small. It is difficult to compare the corresponding price one by one. Watermelon, I thought it should not be very expensive, but I didn't expect it to be lost. "

The third is that when consumers explain how much they want, the salesperson will inevitably catch more and perform the "face game".

A consumer who had worked in a snack shop stated on a social platform that during the training in the store, "No matter how much users want, just shovel to the end", gambling users are embarrassed to say no, especially a couple couple Come together.

Picture source: panorama vision

Why are there so many "assassins" in the mall?

The objective reason is that due to the impact of the epidemic, the shops and booths stationed in the mall are sharply reduced, and the pressure of rent is high, which requires "open source".

Chinese food industry analyst Zhu Danpeng told everyone that the cost of opening a store in the mall is complicated, including the cost of front, middle and background costs, and some high -traffic shops. The cost of rent, manual, storage, and packaging is higher. Fang's comprehensive strength and overall gross profit have very strict requirements.

"The packaging of foods is divided into bulk and pre -packaging. Generally speaking, the unit price of bulk will be higher, because it does not form a scale, coupled with the poor estimation of the weight, various factors will make the unit price of shopping mall bullets rising at the high level of the ship high. . "Zhu Danpeng said.

Li Yingtao, a senior analyst of the retail industry in the brand, noticed that in addition to rental costs, in addition to rents, the cost of promotional activities for large -scale festivals and large -scale festivals require amortization.

Aside from external factors, the snack shops in the mall considers the more reasons for the customer base, and will use higher pricing to screen out the price of unsightly prices. Chen Ming said, but some merchants '"single game" gameplay can easily cause users' dissatisfaction.

"There are so many voices against 'Assassins' this year. One of the important reasons is that many users who originally loved online and were affected by express delivery were‘ harvested ’.”

Li Yingtao also pointed out that offline channels rely more on word -of -mouth and retorters. In fact, they should pay more attention to price management. The market will supervise and crack down on some brands that virtual prices, vague prices, vague prices, or guiding people through other methods.

Picture source: panorama vision

For businesses without a clear price, starting on July 1, the "Optical Signing Price and Prohibition of Price Fraud" issued by the State Administration of Market Supervision and Administration began to implement.

This regulation requires that it does not marked or significantly weakened the price conditions that are not good for consumers or other operators to trick consumers or other operators to trade with them.

Some experts said that what exactly is "marked clear", there may be many space that requires "further standardization".

What is the "stab" injury of consumers?

Behind the "food assassin" is the root cause of the consumer's needs and expectations of consumers.

Once upon a time, I went to the mall to buy snacks and eat halls to some extent meet the needs of offline social and experience of users. Even if it is more expensive, most people are willing to pay for it.

But when more and more "assassins" appeared, this happiness was stabbed.

Fanfan also feels like this.

When she passed the mall after finishing class, she entered a plum shop and thought about it, "Anyway, I also worked overtime to make money today, just to work hard to make herself and make myself happy." As a result, she was stabbed at high prices.

"Many consumers enjoy the price of a cup of milk tea when they are shopping in the mall." Chen Ming analyzed, but when the cheap snacks in daily life such as ice cream, plum, and fudge are getting more and more expensive It is naturally difficult to accept users.

"Consumers feel that their psychological expectations are constantly being broken." Zhu Danpeng explained that whether it is snacks or meals, consumers often eat, and there will be a certain psychological price range. The expected high price will break the expectation.

The most important thing is that many consumer products are now unable to achieve high prices equal to high quality, which can easily cause consumers dissatisfaction.

"In fact, as long as the product can be worthy of the money paid by consumers, it even feels worthwhile, even if the price is high." Li Yingtao said that consumers do not oppose the price of high rates, provided that the product and service have corresponding corresponding to the corresponding product and service. High value can meet demand. The popularity of the "ice cream assassin" is constantly fermenting, and on the one hand, there is no reason to ignore, that is, in the background of the epidemic, many consumers have begun to downgrade consumption and even start to live low desire. "Aversion to", and it is a product that can be seen everywhere in the mall, and even without special care of prices.

Picture source: panorama vision

We found that young consumers who have been pitted are initiating related topics on major social platforms to remind everyone to avoid the pit and summarize a set of methodology of rectifying the "mall assassin".

Youyou said that on social platforms, young people have begun to encourage each other, "when you meet your expensive, you say‘ too expensive, do n’t have to ’.”

Her experience is that the more exaggerated and reasonable, the more embarrassing she will be.

Azhen summarized a set of experience in shopping malls after being stabbed. He said that the first time it takes some time to calculate the price, buy things at the price, whether to buy a re -checking checkplace is accurate;

Secondly, tell the salesperson how many yuan of things they need.

Finally, at the time of checkout, put it back directly for products beyond the range.

This may be the only thing that young people can do when facing the "shopping mall assassin", but to some extent, "each time the user bravely refuses consumption is actually rectifying and building their ideal consumption future." The respondents resonated with this.

Author: Su Qi. Source: Kai Pineapple Finance (ID: Kaiboluocaijing). Note live e -commerce, new consumption, focus on deep content.

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