The Market Gets Bustling to Welcome the Back-to-School Season

    This year the new school day will start earlier than usual; therefore, consumer goods dealers have been ready for supplies in the first six months. It is easy to see the bustling atmosphere for back-to-school season everywhere.

    Quick surveys show that prices this year increase just slightly. Clothes, student uniforms are somewhat up by VND3,000 to VND5,000/unit while footwear prices remain unchanged compared with last year.

    “In comparison with the previous year, books, notebooks and learning aid are little likely to vary,” said Ms. Tran Thi No, head of Bien Hoa Fahasa Bookstore. “A slight increase of 2% to 3% in prices of certain commodities is not very much while product categories are much more abundant and attractive. Stable market has led to considerable purchasing power.”

    In addition, a number of firms this year have been focused on demand stimulus by launching various attractive promotional and post-sale programs, making the market abundant and bustling.

    Biti’s, for instance, has a gift-giving program for buyers purchasing any sorts of its products, starting from July 15 to August 15. Phan Khang Electric Appliance Supermarket launches a promotional program exclusively for the back-to-school season. Accordingly, such products as laptop, USB, mobile, etc. will have cut-down price tags.

    Stabilized goods prices, diversified categories and designs have really pleased the consumers. Currently purchasing power highly increases by 20% to 30% and is expected to be higher within two weeks.

    Separately in the marketplaces, the purchasing power gets low due to competition from supermarket systems. Ms. Tran Thi Thanh Xuan, owner of Than Xuan ready-made clothes booth in Bien Hoa Marketplace said worriedly: “Student uniforms used to be sold well, only a few units are being sold a day now. Because the fact that we paid all goods, low purchasing power would keep our capital till next year, affecting our business.”

Playground among the supermarkets

    The new school year is the time for high purchasing demand. Taking advantage of a consumer goods contributor with huge amounts of items with various categories and reasonable prices thanks to the promotional programs, the market is now becoming the playground among the supermarkets.

    “The supermarket is soon ready for the new school year,” said Ms. Tran Thi Le Hang, vice director of Vinatex Bien Hoa Supermarket. “In particular, we have already imported a clothing amount worth VDN600 million to meet the demand. Up to now, an amount worth VND400 million is sold. It is estimated that August will be peak shopping month for the new school year when purchasing power gets high.”

    Welcoming the new academic year 2010 – 2011, Co.opMart has launched a promotional program starting from July 21 to August 8, applicable to over goods items including learning aid, school uniform, and nutritious foods with discounts of up to 50%.

    Big C also has its own promotional program lasting until August 3.

    Consumers are now more and more adorable to shop for the new school year at the supermarkets because commodities are there abundant and easier to choose than at the marketplaces.

    Ms. Tran Thi Nhieu, a parent analyzed: “Nowadays, everything can easily be found at the supermarket shelves, ranging from learning aid, clothes to schoolbag, etc. displayed in organized places so it is easy to find. I can shop all what I need once I go shopping while quality and price are quite reliable.”

    Another rather important reason is that many sellers do not have apparent price tags on their products, the buyers have to bargain.

    “One advantage is that the marketplaces are often close to our home, we can swap undesirable products for new ones,” said Ms. Nguyet Anh in Tan Hiep ward, Bien Hoa. “However, goods have all sorts of quality, even wise consumer could be hard to distinguish whether genuine goods or fake; good or poor quality; and price is less competitive than at the supermarket. If with no experience, it is more likely to buy fakes at expensive prices.

L.H (Thanh Minh)