Ortles Creates Experiential Shopping Centers

"Not only can you get discount brands, but also have a good environment, no shopping malls and crowded shopping," said Shen Ting, a regular visitor to Beijing's garden city. She has a special liking for shopping in this garden town. Many domestic outlets have different styles, such as Beijing's Yansha Ortles, which is a hypermarket style, Seth outlets is a style town style, Shanghai Qingpu outlets are street style...

"In China, outlets have added different styles and patterns."

Wan Wenying, vice president of the China Federation of Commerce, believes that there is no successful mode for Oteri J to replicate. Different cities, consumption environment and consumption culture are different. How to build the different cities of orter, we need specific analysis of specific problems.

Introduce enough discount brands

"Famous brand + substantial benefits" is the core business nature of the outlets. Therefore, the most important thing to build the outlets is to introduce enough discount sales to local consumers.

"A lot of people like famous brands, but not everyone can afford to buy famous brands."

Wang Yan, who works in a courier company, regrets that thousands of thousands of brands of brand-name goods are priced at a price that discourages her ordinary wage earners.

However, in many outlets, many famous brands are often sold at a price tag of 77% off, so that Wang Yan, such a salaried class, has the opportunity to join the brand name consumer group.

"To evaluate whether a newly introduced business format can be successful depends on whether it can carry out localized improvement in accordance with scientific methods so as to achieve a win-win situation for society, enterprises and consumers."

Chen Junming, chairman of Seth group, said that orter can gradually become a popular trend in the new business format of our country, and constantly trying to "localization" is an important factor for its success.

The first is the choice of business entities.

The shopping centers of the first tier cities in Beijing and Shanghai, Qingpu, rely on their strong resources of the Seite group and Bailian Group, and have strong brand investment ability.

"As a regional retail department group, we have rich social resources, familiar with the characteristics of the local clothing market, and have rich management experience and talent reserves, and have the ability to introduce a large number of domestic and international first-line brands."

Chen Junming said this is very important.

Next is the adjustment of the structure of goods.

In China, the degree of internationalization of commodity brands is not obvious, and consumers' overall awareness of international brands is not high. Therefore, in the choice of brands, Oteri J should also make corresponding localization adjustments.

"Yansha outlets sells more than 60% of the international first-line brands and famous brands, and also introduces famous brands in China to meet the needs of different consumers."

Kou Ping, general manager of Beijing Yansha outlets business center, told reporters.

Je Ssha O Teles's sales methods are divided into three categories: brand sales agents in China, direct sales and direct selling.

Brand direct selling and factory direct selling store are the brand merchants assembling their off season goods and factory order goods in traditional retail channels, forming a large-scale direct selling center, which is directly sold by the brand dealers, eliminating the price increase links in the circulation of agents, so that consumers can buy branded goods at a low price.

At present, Yansha orrice has introduced more than 100 square meters of factory outlets and brand outlets 143.

The marketing mode of "famous brand plus real benefits" provides consumers with opportunities to enjoy famous brands at low prices, and also provides convenience for brand businesses to deal with inventory.

While maintaining the brand image, it further widened the sales market, which provides a win-win retail mode for businesses and consumers.

Creating an experiential shopping environment

With the continuous improvement of people's consumption level, shopping is no longer a mere shopping in the street. The experiential shopping environment combined with consumption and leisure has become an important factor to attract consumers.

The first stop of Xingjia Huan, who lives in Liaoyang city of Liaoning Province, is traveling to Beijing. "The first time I came here, every house was very distinctive. I took many pictures."

Xingjia Huan, who was so excited, walked around and looked at the camera shutter.

There are many consumers like Xing Jiahuan in the market.

"At the beginning of the construction, we did a lot of research on what kind of store structure we should build."

Chen Hongbing, vice president of Pcd Stores Group Ltd market communications, said that after careful inspection of existing markets at home and abroad, Oteri J found that there were four kinds of architectural models: villa style, park type, store type and "big box" style. Half of the more than 300 outlets in the United States were sold like Je Ssha O Teles's.

In order to win space for development, Seth needs to make new breakthroughs, and select small town independent rooms in Europe and America.

In fact, the domestic outlets have integrated some Chinese characteristics, forming a new commercial real estate mode of mixed operation, such as shopping, catering, leisure and so on: 70% brand discount stores, 30% catering and leisure facilities.

In the next period of time, this mode will still be the mainstream trend.

The American manor orlies, built in Qingpu, Shanghai, interspersed the two to three floors of the little western buildings and gathered the international brand advantage; Beijing Yansha orris drew on the architectural form of home and large supermarkets, and the shopping style of shopping mall was simple and convenient; Shanghai Meilan Lake orlies restored the oldest town in Sweden, with the rich collection of Meilan Lake Art Exhibition Center, the realistic form of crocodile hill, the large antique pirate ship and many other formats resources, so that customers could linger on.

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"Beautiful environment can highlight the characteristics, but to build high-quality, large-scale stores, hardware facilities and supporting resources is an important part that can not be ignored."

Chen Junming said that the location of Oteri J is generally located in the outskirts of the city, and a good parking environment has become an important factor in attracting consumers.

At present, there are 3000 free parking spaces, and special security personnel are responsible for safety maintenance to ensure that consumers stop all weather.

In the small town, the performance of scenery, music fountain, special sale car special, mobile battery car, Chinese and Western food and Food Plaza, logistics center and other relatively complete supporting resources, also bring consumers a leisurely consumption experience.

Je Ssha O Teles's selling form attracts the mature consumer group with its spacious, concise and practical style. The newly built C block no longer follows the old store form. The new experiential shopping center, with its broad vision and comfortable design sense, has kept the young consumers' footsteps.

"The limited volume of A and B seats and the form of hypermarkets still shut out many international brands. The emergence of C block is in line with the needs of suppliers and consumers."

In Kou Ping's view, consumers are more inclined to a more relaxed, more life oriented, more casual way of shopping.

Comfortable and comfortable shopping process, wonderful shopping environment, new and interesting shopping experience...

Experiential shopping is becoming more and more recognized by consumers, and has also become an indefatigable exploration field of the outlets.

Finding the most suitable business mode

Each city's consumption groups are different, consumption habits are different, consumer culture is different, and brand awareness is different. It is necessary to find the most suitable mode of operation according to local reality. The first Gome discount shop, nearly 1000 square meters of Han Guocheng, the cosmetic cosmetics shop and eight professional tea shops are being decorated at the national level in.

In recent years, Yansha orrice has strengthened the service function of C, which is nearly two times the volume of the whole A and B seats. In 2009, sales of Yansha outlets were nearly 2 billion yuan.

"The C seat is the extension and promotion of the A and B seats, and the inner space and the overall service atmosphere of the floor and floor have been upgraded qualitatively."

For the innovation of C block sales mode, Kou Ping explained that in order to mobilize the enthusiasm of tenants to introduce new products into the outlets, and strengthen the fashion concept, C block merchants not only include factory outlets, but also set up many brand image stores, and the discount range for tenants is extended to 2 to 30 percent off.

She said that Yansha is considering adjusting the traffic flow direction, the rationality of parking spaces and functional collocation, so as to make A, B and C three more integrated.

"On the scale of construction, orter should follow the right principle, and not the least."

Chen Junming said that the commercial city is not only located in commodity sales, but also suitable for logistics, business, warehousing, entertainment, catering and so on.

At the initial stage of business, Yansha oorles did not have matching catering services, and later adjusted according to the needs of consumers.

What is the most appropriate mode of operation of orter, and there is no "standard answer".

Shanghai Meilan Lake outlets has divided 70 thousand square meters of stores into four districts. A and B two districts are fashion shopping centers. The C area is a catering area consisting of restaurants, bars, entertainment, wedding photography and leisure services. The D area is located in Shanghai painters village. In addition to the brand clothing sales, the planned Fuzhou Hai West rice is also planning to build a world flavour catering street and a world brand bar street.

"The new appearance of the building, the combination of tourist attractions and the perfect facilities are all the elements that attract consumers."

Wan Wenying said that Je Ssha O Teles is a store type, and Qingpu outlets are street style. Seth orles is a style town. The US also has villa style, which style should be chosen according to the local consumption practice.

"Each city's consumer groups are different, consumption habits are different, consumer culture is also different, brand awareness is also different, we must find out the most suitable mode of operation according to local reality."

Wan Wenying said that the most important thing is the ability to attract brands and consumers.

Oteri J's attraction to brands and consumers is also mutually reinforcing.

Wan Wenying said that at the beginning of the operation of Yansha outlets, it is difficult to introduce international first-line brands, and consumers' purchase intention is not strong.

Now, the consumer has accepted this pattern, the purchasing power comes up, many brands want to come in, has no place.

In this sense, through the combination of tourist attractions and creating a leisure and shopping environment in a small town, the purpose is to attract more consumers.

As long as it is conducive to attracting consumers, orlet should try boldly.