Home >

Guangzhou Department Store "Rush To Eat" Outlets Discount Shop

2011/4/13 9:34:00 102

??? 日本語 Fran?ais English 中文

Many Outlets have been opened or are being selected, and the format has changed from "shop in store" to "experiential shopping center".

Oteri J (Outlets) brand name

Discount Store

Less than 5 years after entering Guangzhou, a stock has gradually formed.

Investment

Upsurge.

Recently, Tianhe City

Department store

The Guangzhou Olympic Friendship and Changlong group has signed a joint investment of 2 billion yuan to develop a "long long Friendship Shopping Park" with Outlets discount village as the template. Recently, the reporter learned that another top high-end shopping mall in Guangzhou, Libo square, announced that it had entered Outlets, and was also exploring the site in the suburbs.

The industry pointed out that from the first generation of department stores, "shop in store" professional discount shop form, to the present provide shopping, holiday, leisure, entertainment as one of the fifth generation of experiential Outlets shopping center form, Guangzhou Outlets format no matter from the scale of operation, service level, cargo capacity or consumption concept has been greatly upgraded.

Phenomenon Guangzhou famous brand discount shop sprung up like mushrooms

5 years of sales nearly 4 times, this is Tianhe department store in Panyu Huambo center Outlets shop delivered pcripts.

It is reported that the store opened in 2006, with sales of 80 million yuan in the first year and sales of 380 million yuan in 2010.

"This is also why Tianhe department store is so keen on Outlets, and spends heavily on the creation of the mall."

A senior manager of Tianhe department store said that the Outlets shop of the US Center has an area of more than 22 thousand square meters. Besides the introduction of the original category, it also first added household appliances such as electrical appliances and sports equipment.

The Guangzhou friendship group, which has invested 2 billion yuan in the development of the "Changlong Friendship Shopping Park", will reach 60 thousand square meters in the first phase and is expected to open in 2012.

"Famous brand + real benefit + leisure vacation" will be the business philosophy of Outlets in the future.

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

Wang Yan, deputy general manager of Libai Plaza, Guangzhou, said: "several Outlets shops are already under discussion, and the storefront will be similar to the Outlets comprehensive store in Yokohama port, Japan. At that time, the international brand resources in Libai Plaza will be integrated."

It is also reported that Guang Bai is also making initial selection of this format.

In fact, in recent years, leading stores in various regions are entering the Outlets format, including Yansha, Bailian, Jin Ying, Huarun, friends and so on, and there are about more than 200 Outlets companies in all sizes.

The most representative one is "one of the ten new projects in Guangdong province", the flagship center of Southern China Sanshui world famous brand discount store. The total investment of the project is 13 billion 800 million yuan, with a planned area of 1 million 500 thousand square meters. The first phase will be opened this year.

Nearly 500 world famous brands, including POLO, Dior, Givenchy and other brands, are priced at only 10% to 30% of the general market.

{page_break}

Tianhe City Department Store Outlets

Analysis of brand demand increased discount stores favored

It is reported that the concept of Outlets originated in the United States and was born in the mature brand competition.

Huang Wenjie, executive director of Guangdong provincial Circulation Industry Association, said that the competition in Guangzhou department stores was fierce and the homogenization of commodities was serious. Everyone was looking for new profit growth points.

It is understood that a number of Listed Retail Enterprises last year showed a decline in profit margins compared with the same period last year, of which the operating income of Guang Bai shares was 5 billion 825 million yuan, the profit was only 174 million yuan, and Guangzhou friendship business income was 3 billion 586 million yuan, with a total profit of only 435 million yuan.

In contrast, the growth of Outlets in recent years has been quite eye-catching.

Guo Zengli, director of China shopping center industry consulting center, believes that there are a lot of mature brands in China. With the increasing demand for famous brands, Outlets also has the soil of operation.

He pointed out that the core content of Outlets is "brand + discount + direct selling center", and the international first-line brands come together to reduce the discount of intermediate agents to enable consumers to buy goods at a lower discount.

Gao Jianguo, general manager of Guangzhou Huayi department store, believes that department stores have inherent advantages in opening Outlets.

At present, many Outlets stores have their own purchasers on the one hand, and do not need to go through agents. The cost of purchasing is much lower than the original ones, and the difference between them has been given 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, these sports brands such as Nike and Lining have two production lines, one is the production of positive price products, the other is specialized production of discount products, which not only guarantees the low price of goods, but also ensures the continuous supply of homogeneous codes.

Specialist Guangzhou high-end brand market remains to be developed

However, there are also insiders pointed out that at present, Guangzhou lacks high-end Outlets brand discount stores, and the commodities are basically some of the brands of the department store over the season. PRADA, GUCCI, DIOR, VERSACE and other international brands are hard to find.

In this regard, Huang Wenjie pointed out that, like the department store, Outlets also has the distinction between the high-end and the public.

Guangzhou's current high-end department stores are not competitive enough, and the lack of high-end Outlets is also reasonable.

But with the opening of high-end shopping centers such as Taigu Hui, friendship gold shop, Gao de land and sun Xintiandi, high-end Outlets will bloom in Guangzhou. Libai square and Guangzhou friendship enter the high-end Outlets is one of the signals.

He believes that regardless of the public or high-end, the competition between Outlets, first of all, the competition of goods.

In particular, the high-end Outlets, which runs the international first-line brand, is more important for the sustainability of the goods. If all imports are made abroad, the Hongkong tax Outlets, which has the advantage of zero tariff, can be tested.

Wang Yan, deputy general manager of Libai Plaza, said that the Outlets store they planned to open will be directly pulled out of the European headquarters by the international first-line brand, and most of the goods will be below half off.

She pointed out that small or pure clothing Outlets will be difficult to survive in the future.

Guo Zengli pointed out that high-end Outlets has several characteristics to be successful, one is the positioning and scale of the early stage, and the other is the relationship with the luxury brand two.

He believes that high-end Outlets can learn from Japan, including Dior, Givenchy and other international first-line brand areas, as well as the operation of well-known brand areas and sports brand areas, together with recreational and recreational facilities.

Of course, we can not copy the models of developed countries completely, and we must find the best combination of markets.