A Beijing woman recently bought a cell phone for 4,800 yuan ($728) at a well-known up-market shopping mall, but her husband later found that particular model sold for between 440 and 600 yuan in other outlets. The man asked the shop in question to refund part of the money, alleging a "suspected act of deliberate fraudulence". The man said that it was understandable that prices in the mall were higher than in other places, given its prime location, but that a 10-fold increase was unacceptable.
一位北京的女士最近在一家知名的高档商场购买了一部手机，花了4800元，但是不久他的丈夫在其它的销售点发现销售这款式手机价格在440-600之间。于是，丈夫以故意欺骗的嫌疑，要求商场考虑退还部分费用。丈夫称，这是不可理解的，在这个商场中的价格比其它的地方高出太多，并说即使是位置优越，但10倍的价格还是不可接受的。
"The price is too exorbitant to be reasonable," the man said.
丈夫说：这个价格已经高出了常理
The shop rejected the man's request. The manager said that prices were dictated by the market and the store's operating costs had to be taken into account. He said his shop "has not violated any law or rules in asking for a higher price since the price is openly stated".
商场拒绝了这位男士的要求，经理称价格取决于市场以及商场的运营成本，他说，商店制定较高的价格并没有违反任何法律及规则，既然价格是公开标售的。
Theoretically what the manager said is correct. In a normal, free market, the seller is free to set whatever price he likes as his shop does not hold any monopoly over the market and has not coerced the customer into buying.
理论上讲，这位经理讲得没有错。通常来说，自由市场，卖家有权力规定他想要销售的价格，当他的商店不涉及垄断农业不强迫用户购买时。
If customers regard the price of an item to be too high they won't buy and the commodity will perch on the shelf forever unless the seller lowers the price. That is the normal way sellers interact with buyers, or the "market law".
如果顾客认为商品的价格过高，他们就不会买，这个商品就会一直放在货架上，直到卖家降低价格。这是买卖双方交易的一般方式，或者叫市场规则。
However, things are much more complicated in reality, especially in China, where the market is not fully mature yet, and where a credit crisis seems to be plaguing every aspect of our economic life.
然而，事情在现实中更复杂一些。特别是在中国。市场并不完全成熟，信任危机似乎蔓延在经济生活的各个领域。
Then why did the shop charge such a high price? Did they not worry that the mobile phone would not sell at all, given that the model was not a famous brand at all? The model, KPT K999 by name, is a product of the Shenzhen-based Kong Profit company. Obviously the shop in question was not worried about not selling the phone, even though it was from a little-known brand.
那么，为什么商店要如此高的定价？他们不担心这款手机再也卖不出去么？考虑到这款手机并不是知名的品牌，KPT999，由深圳XX公司生产的。显而易见的是，商场并不担心卖不出去，即使这是一个鲜为人知的品牌。
There are customers who are not savvy when it comes to electronic products. They have no idea about the differences between different products. These customers are the target of retailers who dare to ask for exorbitant prices.
有一些消费者并不理解当提到一些电子产品时。他们并不清楚不同产品之间的不同。这部分顾客就是零售商制定过高价格的目标。
In such instances, one cannot help but suspect that the retailer is deliberately trying to defraud the customer. At least, it is safe to say the retailer is being misleading.
在这种情况下，不得不怀疑零售商故意欺骗消费者。更可靠的说法，零售商正在误导消费者。
In the present case, the shop may be immune from punishment - since an official from the relevant authorities, ruled out any action - but the shop's managers had better not gloat over the sale, even though they may have got away with their sales trick.
在这个事件中，商场可能会免于处罚－－因为有相关的权威官员说明免于责任－－但是，商场的管理者们最好不要窃喜这次过多的利润，即使他们可能已经停止了这种销售把戏。
They will likely lose their credibility and reputation if they continue the practice. Since the case has been widely reported, anyone who has heard or seen the story will shun the shop. The shop will be the real loser.
如果这种行为仍然在继续，他们很容易失去他们的信誉和名声。自此事件被广泛的报导，所有人听到或看到这个故事的人都会回避这个商场。这个商场才是真下的失败者。
And the plaza where the shop is located will also suffer. The mall's administrators should review their management of the shops.
同时，这个商场所在的广场也将受到影响。购物中心的管理者也应该检讨这家商场的管理。
Those who try to fool the customer only make fools of themselves in the end.
那些想要愚弄顾客的人最终只能愚弄他们自己。
The author is assistant editor-in-chief of China Daily. He can be reached at liushinan@chinadaily.com.cn
作者为中国日报的主编助理，可以通过XX进行联系。
(China Daily 02/16/2011 page8)
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