Clothing Orter "Go Up To The Mountains And Go To The Countryside" Needs "Shanzhai"

domestic Two or three line The upsurge of the construction of the market in the clothing market is coming. In the traditional sense, orlies is facing more and more new contradictions and new problems in the process of localization. Many investors have blindly applied foreign development models, and appeared to be dissatisfied with their symptoms. The characteristics of the two or three line market in China decide that Oteri J must carry out the "Shanzhai" evolution when entering, so as to better achieve the goal of taking root.

　　 Outlet The process of Sinicization

The success of China's first ortas, Beijing's Yansha orlies, which was built in 2002, has led many developers, distributors and brands to see new nuggets. Since 2006, Oteri J has sprung up all over the country. At the same time, Zhengzhou's Cannes City outlets, Changsha outlets shopping park, Wuhan Huangpi international brand direct sales center, Kunming outlets shopping center, high-profile construction, southwest and central upsurge of the otter.

Relevant surveys show that at present, the number of outlets in China has exceeded 200. Despite the bright prospects of the development of orlies, the development of orlies in China is still in its infancy, and there are great differences between Chinese and foreign markets in terms of human environment and business environment. In the process of direct grafting to the Chinese mainland, the phenomenon of frequent acclimatization is frequently seen.

There are many reasons for these situations: some of them are small; discount prices are not very favourable; consumers are deceived by false discounts; some of them are not able to meet the diversified needs of consumers in terms of their varieties of operation; some rely on foreign trade or even foreign trade; some of them are incomplete; some services are not in place. And so on. When entering the two or three line market of China, Oteri J must realize the evolution of "Shanzhai" with local characteristics, so as to better adapt to the local business environment.

" Shanzhai "Is not derogatory.

"Shanzhai" is not necessarily a bad thing. The only criterion for evaluating whether a newly introduced business format is successful is whether it can improve localization in a scientific way so as to achieve a win-win situation for society, enterprises and consumers. The author believes that when Oteri J adaptations are adjusted in the domestic two or three line market, it can be considered from three aspects: first, who should be the main body of the project, that is, who will do it; secondly, how to locate the site and determine the scale, that is, "where to do"; finally, it is clear about the content of products and services, that is, to solve the problem of "what to do".

How to choose the main body of operation?

For the two or three line market, the most suitable business entities of Ortles should be cross provincial or provincial leading department stores. In line with the requirements of differentiated operation, these local retail leading enterprises often sign a part of their exclusive brands, monopolize a considerable part of the mid-range clothing brand resources, carry out a provincial or span regional chain operation, and maximize the value of the brand resources they have by using the scale effect. At the same time, it has rich local social resources, familiar with the characteristics of the local clothing market, and also has the management experience and talent reserves of the department store. Therefore, regional retail department stores are more successful than the real estate developers in the operation of the outlets.

More typical is the June 18, 2009 Nanjing Hexi Hanzhoung new city opened in the Nanjing edition of the Nanjing Golden Eagle special center. Its operating area is 40000 square meters. It is a large and comprehensive shopping center covering international names, mature and less lady clothes, men's clothes, sports and leisure, women shoes men shoes, children's shoes, children's clothes, household goods and so on. The day of retail sales broke through 3 million yuan. The project is invested and operated by Jiangsu Jinshan Eagle Trading Group, a retail department store chain giant, using its own rich brand resources as its backing.

In fact, before the successful operation of Beijing's Yansha and Shanghai Qingpu, the two cities in the first tier cities have different patterns, but they also rely on the strong resources of the Yansha group and Bailian Group, so that they can get excellent performance in brand investment. Moreover, under the direct and unified management of these successful retail brands, the orter project can guarantee the stability and quality of the following businesses to the maximum extent. At the same time, it can also fully share the positive influence of the original retail brands in the local market.

If the real estate developers are running the Ortles project, they can consider cooperating with the local department store leading enterprises, and have complemented the resources.

How to locate and scale?

The size and location characteristics of the orthodox Oteri J can not be fully adapted to the two or three line market. The scale and location characteristics of Shanzhai should fully take into account the consumption level, consumption habits and mode of travel of consumers in the two or three line market. If the two or three line market's outlets are targeted at the shopping drivers, then the location can not be selected in the center of the city, so as to reduce the cost, and at the same time not be far away from the city center, so as to match the convenience of the local consumers. Therefore, from the location, it should be the edge business district of the city. This not only reduces the cost of land rent, but also has the advantages of convenient spanportation.

The site selection and scale decision of the two or three line also need to anticipate possible competition in the future. In the current stage, all the outlets of the orlies project will often lead to vicious competition in the same area. Therefore, the two or three line outlets must be able to establish its own brand superiority, goods superiority, price advantage and service superiority as the core competitive advantage of enterprises. Only in this way can the survival and development of enterprises be realized.

How are the structure of goods and services formulated?

Oatley, the two or three tier city, needs to retain the original mode of the first tier city outlets, so as to embody the value of the outlets. At the same time, the fashion and quality of the products should be adjusted appropriately, and the sales focus should be placed on some mid-range brands to cater for the needs of local consumers. In fact, at present, China is the largest clothing producer in the world. The annual inventory is astronomical and has become a heavy burden for domestic brands. From a macro perspective, a large number of terminal domestic brands also need a discount format such as outlets.

Unlike regular goods, the broken yards and off season goods are destined to have considerable uncertainty on the source of supply. And the two or three line market, apparently, does not have the conditions for exclusive international brands. Besides, it can consider the cooperation with some domestic brands and obtain exclusive rights for goods.

In the development of China, Oteri J has integrated some Chinese characteristics, forming a new commercial real estate mode of mixed operation, such as shopping, catering and leisure. And in the next period of time, this mode will still become a trend of development. In the two or three tier market in China, because orlies is generally located in the outskirts of town, if consumers come from far away to buy only one or two clothes, which is not enough to attract many people, and to enhance the attractiveness of Ortles, it is necessary to have a comprehensive commercial format so that the outlets can have the functions of eating, relaxing, shopping and amusement to meet the comprehensive needs of local household consumption. Only in this way can various forms of resources be shared to ensure sustained and stable passenger flow.

"Shanzhai" is not necessarily a derogatory sense. Orter's new clothing retail format is booming in China and is increasingly infiltrating into the two or three line market. In the process of "going up to the mountains and going to the countryside", orthodox orlis must carry out the evolution of "Shanzhai" before it can better achieve localization.