After the holiday, the merchants often claim that the sales they completed during the holiday season have reached the usual number of times. A three-day promotion cycle can create more than 10 times the usual sales performance. Is there such an attractive “hot climax� What kind of influence does this sales have on the consumers who buy furniture and building materials?
Insiders revealed that all the sales data of the store and the merchants together, the astronomical sales data will inevitably be injected by some "fake orders" that have not entered the circulation channel.
Some merchants play "hide and seek" to the home store, use a "fake order" to impersonate the real signing, and pay the full amount to the store to save a payment period, thereby defrauding the rebate far higher than the management fee charged by the selling place. The store subsidizes consumers with rental income, but the money has quietly flowed into the merchant's pockets, which makes the promotion of one after another into an embarrassing situation: no promotion, it is a dead end, promotion, and it is difficult to distinguish.
Rewarding temptation leads to the proliferation of "fake orders"
In the case of the home building materials market relying on promotions to drive sales, the major home stores are trying their best to develop the most promising promotional programs. In the round after round of hot promotions, the home store has reported frequently, "the daily sales of seven or eight million, better than the holiday sale", "a three-day promotion cycle, furniture, ceramics shop sold more than 50 million Yuan, more than ten times more than the average holiday!" Such news abounds.
"Good store, good location, 30% off sales of general merchants pay 30%, store subsidy 20%; 30% off the brand pays 20%, store subsidies 10%; sometimes 15% off sales, the brand bears 10% The store subsidy is 5%." A ceramics dealer revealed to reporters the distribution of interests in the joint promotion of merchants and stores. Just because the store has a large amount of rebate subsidies, it gives some businesses the opportunity to create “fake ordersâ€, thus “selling†the promotion data.
The low cost of fraud contributes to the “fake orderâ€
This is used to guide the sales ranking of consumption, because some merchants create false "fake orders" and become less credible. But most consumers are unaware of it and still dedicate their trust to individual counterfeiters. The reason for the “fake order†is that the cost of fraud is too low compared to the gains obtained.
Although the store has a unified cashier, it is often a deposit, and the balance is collected by the brand when it is shipped and installed. When the store counts sales, it is calculated based on the contract amount. According to the convention, the deposit is charged at 20% of the contract amount. However, in order to obtain an order, the salesperson sometimes said that he did not bring so much money, and symbolically paid one or two hundred yuan, so he can still sign the order. For the “fake order†of the transfer order, there is no loss to the brand, even if some stores charge management fees, they have to pay in this store or that store. The real cost of “fake order†is the management fee of the store. The deposit is only the store collection. The management fee is returned to the merchant. If the order is actually executed, the store does not need to be questioned, and the management fee is usually based on the contract amount. 1%-2% is charged, and the order of 10,000 yuan is paid 100-200 yuan. If you can attract more people to sign the order through sales ranking, this money can be neglected.
Individual stores that collect cash and collect management fees even condone the brand to open “fake orders†to collect more management fees. Some stores charge management fees according to the minimum sales. If this amount is not reached, the management fee will be charged according to this amount. Instead of this, it is better to complete the required amount through the "fake order", and also strive for a good ranking, which can be described as two birds with one stone. In addition, some stores implement the last elimination system. Some brands are eliminated because they are not too low in sales. They use “fake orders†to improve their performance. Many brands follow suit, and “fake orders†become somewhat rampant. .
Industry experts remind consumers that when purchasing products, they still need to know more about the strength and reputation of the selected brands. The sales rankings provided by the stores can only be used as a reference and cannot be influenced by them. Otherwise, be deceived, don’t hesitate!
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