Brand And Low Price Are The Soul Of Hangzhou, And The Operation Of Otter Is Smooth.

"In less than half a month from the opening of No. 15 to No. 29, our single store turnover is as high as 40 to 500 thousand yuan. People here who visit Shanghai and Oteri J and Beijing Yansha orlies are surprised."

Hangzhou otter staff Liu Xiaoyan told reporters.

Hangzhou has its own otter, which is undoubtedly a good news for the white collar workers in Hangzhou, who are not very well-off, but are not particularly well-off.

"Before, Hangzhou, including Zhejiang, such as Ningbo, Wenzhou, Shaoxing, Yiwu, and other white-collar workers like to go shopping in Shanghai, Qingpu, and now, Hangzhou has its own ort letter, and is in the beautiful holiday resort. If there is a good operation, there will be a considerable number of people who will be diverted to the" Zhejiang ".

Yu Jiangyi worked in Hangzhou branch of a large commercial real estate company in Hongkong, and has many years of experience in commercial real estate. He also has more concern about the format of orter. In a word, he is more optimistic about the future of Xianghu.

Brand and low price are the soul.

"Otter" is derived from the English "OUTLET" (also known as OUTLETS), has the meaning of "export and outlet", and is a relatively mature and new commercial retail form in the world.

It was first born in Europe, and has developed rapidly in the United States and other countries in recent years.

At the early stage of development, OUTLET acted as a single factory outlet, and initially handled the factory's tail cargo at a preferential price.

Because of the popularity of brand advocating consumer groups, direct selling shops are gathering in groups, forming a large brand discount direct selling Plaza, and eventually developing into an independent and new commercial retail format.

Shopping in ortlett is like digging a treasure. If you are interested, you may be able to pick up the clothing, leather shoes, bags, etc. of the international first-line brands at 1 to 80 percent off or even lower prices.

"Brand and low price are the soul," Yu Jiangyi told reporters. "Ortlett's customer orientation is a white-collar group. They have a higher income, but they are not very rich and have strong brand ideas, but they can not afford the top brand products in luxury stores.

For those top brands, they will also be faced with problems such as inventory and code breakage, but they are not good at discounts in exclusive stores, so as not to damage the brand value, so a special discount shop form is needed to deal with inventory, over season and broken codes.

Under the combination of supply and demand, the new format of factory direct selling shop and brand discount shop "Otlet" came into being.

Because of the middle class and white-collar workers of ortlett, and in Europe and the United States already formed the middle class as the main body of the olive shaped social structure, therefore, otter is very popular in Europe and America.

It can be predicted that with the expansion of China's middle class, the development prospects of otter in China are very promising.

Targeted consumption is mostly located in the suburbs.

Hangzhou people should not be very strange to otter. As early as the end of 2004, the West Lake Times Square took the concept of Outlet to Hangzhou. After that, there were several shopping shops that were playing the concept of "otter". But at present, only the clothes house of the West Lake era remained in good condition and opened a branch store.

But even so, the clothes house has gone through some twists and turns, and it has not been plain sailing.

A few years ago, the province of Shaoxing also had a shopping plaza with the concept of "otter", but ultimately it did not develop smoothly, and its operation was not very good.

However, Yu Jiangyi believes that the clothing house of West Lake Times Square and Shaoxing's Otter only play the concept of Outlet, which is actually a brand discount shop, not a purely sense of otter.

But even so, the West Lake Times Square is located in the center of the city. The rent is very expensive, and the discount space is limited. The loss of ottlett's "low price" advantage makes it difficult to develop.

In Europe and America, ortlett is almost located in the suburbs. The advantage of the suburbs is that the rental cost is very low, and businesses still have profits at a big discount.

Because the customers of ortlett are middle class and white-collar workers, basically there are car owners, so the distance between suburbs is not a problem.

At present, China's two successful ortlett Beijing Yansha and Shanghai Qingpu are located in the suburbs of the city.

Another advantage of the suburbs is that parking is very convenient.

"Hangzhou people have a strong ability to consume brand goods. For example, the sales volume of cosmetics imported from Hangzhou Tower last year exceeded 100 million yuan. Its Lancome counters ranked first in the Lancome counters in 17 million yuan, while the LV Hangzhou store area was only 1/3 of Shanghai store, but its sales reached 80% of Shanghai stores.

According to the survey, more than 60% of the consumers of Ortles in Qingpu, Shanghai, come from Zhejiang, and many Zhejiang people have developed the habit of consuming otter. "100 million" and "intime" have been on sale every time, and Yanan road has been tight. Therefore, Yu Jiangyi believes that there is no problem in opening up a Zhejiang in Hangzhou.

Moreover, in the outskirts of the city, Xianghu is a scenic resort, which is very suitable for the format of otter.

Different from "daily consumption", otter is a typical "target consumption", so the position of business status is not very high, but the demand for shopping experience is very high.

"If we are struggling to get to Xianghu from Hangzhou or even Shaoxing and Jiaxing, we will not buy anything that we want to buy, or the discount is not high, the grades are not enough, and the services are not in place. As long as the customers feel uncomfortable, they may not go again next time, and they will not ask friends to go either."

This puts forward high requirements for merchants' investment, operation, service and ability to integrate resources.

Yu Jiangyi believes that the success of Xianghu orter can depend on the introduction of more attractive brands, and the discount and satisfactory service provided to consumers.

Xianghu business takes the opportunity to sail

Xianghu is a scenic resort and tourist area. In recent years, many properties have been developed, and now it has gradually entered the delivery period.

The saturated population planning in Xianghu is 100 thousand, plus the flow of people in the resort area, and with the support of the subway traffic, its business prospect is very promising, but it needs a good starting point and good planning and operation.

According to the relevant people of Songcheng group, the whole Xianghu plate, including community shops, has a total of about 300000 party business planning, all by Songcheng group unified investment operation.

Ottlett plans 100 thousand square meters, divided into three phases, the first phase of opening 25 thousand square meters, currently more than 120 international first and second tier brands and domestic first-line brand settled.

Yu Jiangyi went to the scene on the 15 day when he opened the shop. He found that there were Armani, PRADA, BALLY, Zegna, BURBERRY (Burberry), HUGO BOSS, CK, GUCCL (Gucci), DNKY, FENDI, NINE NINE, Givenchy, love Pratt, Louis, pegor, Levi's and other first-rate brands. Most of the products were sold at a low price of 2-6.

The discount rate is mainly based on the season, such as last year and the year before, mainly 4 - 40 percent off, if this year's goods, generally around 20 percent off.

"There are already some people from Shaoxing, Wenzhou and other places to come shopping, but our customer orientation is the whole Yangtze River Delta," Liu Xiaoyan said in an interview with reporters.

Although the business in Xianghu is still in its infancy, there is no commercial atmosphere, but because otter is a typical "target consumption", there is basically no requirement for the regional business atmosphere.

On the contrary, Yu Jiangyi believes that it is a good practice for Songcheng to start Xianghu business through otter.

Ottlett has a wide range of radiation and does not depend on the purchasing power of the region. However, once the operation is successful, it will help to enhance the business image and business status of the region, and to attract popularity and provide support for subsequent commercial investment and business operations.

"Through the" point "of otter, Songcheng can make Xianghu's business more successful, and the key now is whether the first phase of operation will succeed.