OUTLET A "Magic Weapon" To Improve The Ability Of Customers In Department Stores

In retail business, orter refers specifically to the shopping center consisting of stores selling brand names over the season, shelves and yards.

At present, supply channels have also evolved from single factory outlets in the past to specialized supply channels for factory outlets, brand owners, brand agents, brand wholesalers and even large department stores.

Chenxi department store in Fuli Plaza, Shuangjing, has turned into Oteri J (Outlets), specializing in discount items.

Morning light department store Fuli Plaza has changed its slogan to "ottris" by the people.

3~5's New Explorer, less than 50 percent off of hush and crocodile shirt and other new counters have just arrived at the shop of Fuli square, Chenxi department store.

Zhang Jie, manager of Sunrise Department store, said that Oteri J is the new format of Chenxi department store. After that, the community store of Chenxi department store will adopt the forms of outlets, while the central shopping district will remain the original high-end department store mode.

According to her introduction, the company survey found that Fuli square backs to the community, and some people are accustomed to come out after work. Community discount stores will meet the shopping needs of some people.

In the new dawn outlets, PRADA, GUCCI, ARMANI JEANS, FA:G and other popular brands will be introduced.

In the case of tight consumption, businesses realize the discount of goods and the ability to gather customers at a low price. However, long term discounts will also affect the location of shopping malls and cause the loss of the original passenger flow.

Therefore, some businesses open up discount zones or increase discount formats.

The new world department store Wangjing stores 5 floors as a brand discount hall, and plans to offer a regular brand discount hall throughout the year.

At the end of July last year, Seth group opened Seth outlets in Chaoyang District's xiangjiangbei Road, bringing together many famous discount shops such as DKNY, COACH and BALLY.

This is the positioning of high-end department stores Yansha group opened Yansha Olympic rice, another high-end department store in Beijing entered the discount shop format.

Although most of the brands are one or two years ago, some of the discount stores in sports brand Nike and high-end brand BALLY are even in the style of this summer.

In addition to the above three high-end department stores new outlets, there are top quality discounts, 365 discount squares, love Oteri J, and Oriental Oriental outlets in Beijing, but the names of these discount stores are quite old, and the discount of some products is similar to that of department stores.

After experiencing the hot start of the shop, most of the original discount shops are decreasing.

Insiders pointed out that at present, the supply channel of discount stores is mainly the lower shelf products of department stores, so there is not much advantage in style and price, which is also a bottleneck in the development of discount stores in China.

The overseas outlets have special supply systems, which include the store shelves and the new products specially designed for discount stores. Customers can really enjoy the benefits of discount stores.

However, domestic department stores can take advantage of the current opportunity of foreign trade to sell domestically, and introduce some foreign trade products into stores to increase the uniqueness and price advantage of commodities.

In the case of department stores' increasingly discounted discount, in order to catch the customers of the bargain hunting market without affecting the location of the shopping mall, after the original discount stores in the capital, following the Yansha outlets, the high-end department stores such as Seth and Chenxi have opened discount stores.

The suburban development Oteri J (OUTLET) project is becoming another blue ocean in the Pearl River Delta region.

Following the world famous brand discount store management limited, the Southern China flagship center of the outlets of world outlets, located in Foshan Sanshui, Guangdong, recently announced that Guangzhou Friendship Group announced the joint investment of Guangzhou Changlong group to build a famous discount shop and enter Panyu Changlong shopping park.

Another top high-end shopping mall in Guangzhou, Libo Plaza, is also seeking to build an international famous brand discount shop.

And Guang Bai shares, Tianhe City Department stores also expressed their consideration to increase the development of outlets.

It is precisely because of the development of the blue ocean of OUTLET format that Guangzhou friendship group and Guangzhou Changlong group jointly invest 2 billion to develop the "Changlong Friendship Shopping Park". The first phase will reach 60 thousand square meters, of which friendship reaches 50 thousand square meters in OUTLET, and is expected to open in the first half of 2011.

"Famous brand + real benefit + leisure vacation" is the management concept of OUTLET in the future.

Wang Yinxi, general manager of Guangzhou friendship group, said that the concept of "shopping park" was first put forward in the whole country.

She pointed out that the OUTLET of the "Changlong Friendship Shopping Park" will integrate friendship and supplier resources, and introduce international brands plus domestic brands.

In addition, the reporter understands that the first flagship of the Sanshui world famous discount store Southern China flagship center will be opened before the opening of the Asian Games next year. Its trader is the world famous brand discount shop management company limited (ROSM), which is based in Paris. The imported brands include 50 to 500 world famous brands including POLO, Dior and Givenchy. The items include clothing, leather goods, perfume and so on. The price is only 10% to 30% of the general shopping malls, and basically every brand has an independent shopping mall, with an annual turnover expected to exceed 10 billion yuan.

Wang Yan, deputy general manager of Libai Plaza, Guangzhou, said: "at present, several properties have been looked at. The completed OUTLET will integrate the international first-line brand resources such as PRADA, LV, and Hermes on the first floor of the shopping mall. Basically, it will be supplied directly from the European headquarters. I believe we will surprise everyone after the opening."

From the first commercial form of the first generation of market small department stores, there have been many fifth generation of experience - City Plaza commercial forms all over the country.

OUTLET is the representative of the fifth generation business model. It is a new business form that integrates retail shopping function, tourism form, business characteristics and logistics.

Last year, when the economy was low, OUTLET sales will be a promising industry in the future.

These high-end department stores such as Guangzhou friendship group and Guangzhou Libai Plaza enter OUTLET and integrate the international first-line brand resources in their respective fields, which will greatly enhance the format of Guangzhou OUTLET.

Wang Yinxi analysis, from the discount stores that have been built in Guangzhou, is basically a joint operation between department stores or their brand agents, and the two sides take a cooperative mode.

No matter from experience in operation, integration of goods, brand influence, supply chain management or consumer accumulation, the last one has absolute advantage, so it is also the mainstream.

"No matter what form, the contest between OUTLET is the contest of goods first."

Wang Yan said that the supply of goods is the key to the operation of discount stores.

She stressed that the OUTLET shop planned by Libai square will be shipped directly from the international first-line brand in Europe headquarters. Most of the products will be less than half off, and will be operated according to the department store management mode. For example, some cultural marketing activities will be held periodically to publicize the story behind the brand.

Zhou Li, a famous discount shop in Huambo, Panyu, also pointed out that at present, many discount stores own their own buyers and have specialized procurement channels. Because they do not go through agents, the cost of purchasing is much lower than that of the original ones, and the difference between them will give profits to consumers.

On the other hand, department stores can use resource integration capabilities to introduce factory outlets and build self built discount production lines.

For example, sports brands like Adidas, Nike and Lining have two production lines, one is the production of positive price products, the other is the specialized production of discount products, which not only can ensure the low price of goods, but also ensure the continuous supply of homogeneous codes, which is conducive to the expansion of discount stores.

With the entry of high-end brands to the international first-line brands, Guangzhou will enter the real OUTLET era. It will be four retail outlets with department stores, supermarkets and shopping centers.

In the spring, Ole is located near the Xiamen keg Kee gymnasium, with 8 floors and 8 storey buildings.

1~2 building is a famous brand gathering spring ole mall, 3~8 building as an office space.

Elaborate SHOPPING MALL comprehensive shopping paradise, clothing, boutique, home, catering, everything.

According to Shi Mingzhong, general manager of spring Ole, the spring of Xiamen, which is about to open in August, is a big gathering. In the spring, the interesting design of OLE entrance has drawn out a drawer and entered the red drawer to show the consumers a brand-new discount paradise.

PORTS, BMW, Trussadi Jeans, ADIDAS and more than 100 internationally renowned brands, the entire venue is full of Taobao fun 2~6 folding mode sales, so that consumers really experience "big brands, small prices, parity to enjoy high-quality luxury life" satisfaction.

"Some brands are not convenient to disclose now, but they will surprise Xiamen consumers."

Shi Mingzhong told reporters.

According to Shi Mingzhong, Xiamen spring also has contact with Versace, Zegna, Armani and other world famous brands.

In addition, including children's clothing, formal clothes, clover and other Adidas series.

The first discount factory store in Southern China will also be unveiled in spring.

The number of flagship stores will reach 400 square meters.

Shi Mingzhong introduced that according to the industry standard, all the outlets are basically located at 15~20 kilometers away from the city, mainly because they do not want to compete with the price goods.

In the spring, Ole's biggest advantage is that even the property is owned by itself. With the strong advantage of Paris in spring, Ole takes the form of direct cooperation with the brand, and has enough guarantee in the brand and the source of goods.

Besides, outside the island, there are 18 lines in spring, which are located directly at the station and have 500 parking lots, which can meet the needs of different consumers.

As the largest department store in Xiamen, Paris has been established in Xiamen for ten years in spring, and there are 250 thousand VIP customers in Xiamen.

In addition, Paris has two listed companies in spring and reaches 17 chain stores nationwide.

Coupled with the success of Beijing's sethole, the Paris spring is full of confidence in the opening of Xiamen spring ole.

According to the insiders, the market potential of famous brands in Xiamen and even the whole Fujian market is unlimited. Especially as the city of Haixi, the area in which Jimei is located determines the stronger radiation force to the city of Haixi, and the radiation of Xiamen, Zhangzhou, spring and other Minnan Golden Triangle areas. There is a difference between the goods and the valence shops. Now many Xiamen people like to go out to buy famous brands, Xiamen is a famous tourist city, especially after the launch of the motor car, it will attract more customers to Xiamen to buy.

Xiamen and even the whole Fujian market, the market potential of famous brands is unlimited. Especially as the city of Haixi, Jimei's location determines that the city of Haixi has stronger radiation power, and radiates the Golden Triangle area of Xiamen, Zhangzhou and Quanzhou.

1 the discount stores are facing a large number of target customers, which have huge market potential and broad development space.

2 discount stores can be easily and effectively combined with various retail business formats such as popular department stores, popular supermarkets and popular professional stores, which are easy to form characteristics and advantages, and have a strong impact or influence on the whole retail market.

3 discount stores can also flexibly adapt to the shopping environment of two different styles in business district and residential area, make up for the shortage of department stores in residential areas, and even more easily enter residential areas than supermarkets.

4 the source of goods that we need to focus on in discounts business must be consistent with the goals and principles of "unified procurement and centralized distribution" of most commodities. Only in this way can we reduce the cost of comprehensive operation, carry out low price operation, and get the advantage of overall cost leadership, so as to add a strong weight to the participation of shopping malls in competition among peers.

5, implementing the adjustment of discount stores in traditional department stores can give full play to the obvious advantages of the discount stores, eliminate the inherent defects of the two formats of supermarkets and department stores, give full play to the synergy advantage of multi formats mixed operation, and make consistent coordination in the internal layout, procurement, operation, standardized management and public relations planning of the shopping malls.

6 through the successful operation of traditional department stores to discount stores, we can further effectively accumulate operational experience for the popular target market.

Under the guidance of its popular management ideas, we can pplant this new business model to the vast number of counties in the two tier market, and seek new opportunities for growth in the two market, so that the growth potential of the county market can be effectively excavated.

Therefore, on the basis of effective operation of the primary market, we should strive to develop the two tier market, and it is very important to dig deeper into the three level market.