Case study--help give a comprehensive analysis

this case in the shopping mall advertising does constitute an offer, and the offer object for the unspecified person, the shopping mall refused to buy the reason obviously can not be established, but shenmou demand to get the corresponding value of the leather coat and wool coat is not reasonable, the offer does not provide for breach of contract, then the general breach of contract only compensation for the actual loss and indeed can be expected to loss, shenmou's actual loss may be only the road tolls, and can expect the Losses because of the lack of evidence to prove that the judgment is not