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Chinanews, Beijing, July 13 – With Paris, New York, London and Hong Kong launching their own shopping season events, Beijing is going to have a shopping season of its own. Starting from August 9, about 300 shops in Beijing will join in the city's first shopping season event, the Beijing Business Today reported.
Beijing is aiming to make the shopping season become the fifth largest shopping festival in the world. With this event, the city will try to set a unified1 time so that all the shops in Beijing will promote sales at the same time, said Lu Yan, director general of the Beijing Municipal Bureau of Commerce. In the past, every shop in Beijing made up their own strategies to promote sales. As price wars became intense, these shops began to adopt other marketing2 strategies, such as round-the-clock shopping, super discounts offer and the offer of shopping coupons3, to further promoted their sales. However, it turned out that these strategies did not arise customers' interest for buying. On the contrary, consumers got tired of the complicated sales tricks. “As every shop promotes their sales individually, the whole retailed4 industry actually loses money. The total sales volume in the market is reduced,” said Lu. Compared with the other world metropolitan5 cities, business activities in Beijing are small and not integral. This time, Beijing has launched its own shopping season event. With this event, all shops will act together to adopt a unified discount level to boost sales. It is hoped that we can better regulate retailers6' marketing activities, Lu said. “If such method proves successful, all the retailers in Beijing can promote their sales at the same time. As more and more retailers join in the event, customers will surely benefit more from such event, too,” Lu noted7.
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