Oteri J: In Retail Trade, It Means Selling Famous Brand Over Season.

" Outlet In the retail industry, it refers to the brand direct selling center which sells famous brand over season, off shelves and broken yards. In 2002, the retail format of the outlets came into China, and then began to emerge in the country. Behind the wind, however, there are very few orlies operating successfully.

As the first Oteri J in Ningbo, the Jiangbei orles shopping mall, located next to the Ningbo Grand Theatre, has been famous for a while. However, two years later, the Oteri J was not only in a dismal position but also faced with a forced exit. Unlike the 2009 boom, orlies, located on the north bank's wealth center, is now a mere bird. A number of famous international brands were evacuated soon after the entry into Ningbo. NIKE An international brand is still in operation.

For the model of orter, the industry has a point of view whether it is acclimatized in China, and more insiders pointed out that many enterprises are doing business real estate in the name of outlets.

Recently, at the outlets of the outlets in the North Bank of Ningbo Jiangbei District, the main entrance of the Plaza is also hung with a huge advertising campaign at the front door. The brand of the shopping mall is upgraded with the international first-line brand. ARMANI, BOSS, D&G, PRADA, Wanning and other brands are on the list. However, after entering the square, they could not see the signs of these brands. Most shops are closed and dust is accumulated. Through the window, they are all left behind.

A staff member of Property Management Company, Ningbo Silver Plaza, commissioned by the Fortune Plaza of north bank, told the author that "two years ago, there were not many brands in outlets, and many of them came out soon." The staff pointed out that Wanning had withdrawn after six months in the city. I also read the notice posted on the shop in Wanning. "The shop will be closed in April 23rd due to the expiration of the lease." Subsequently, the staff of Wanning and Yi Avenue store told the author that Wanning's performance had been bad after being stationed in the north of the Yangtze River.

The author came to the Jiangbei outlets store and investment center on the side of the square. The center has now been closed, and the glass door is full of dust. Silver billion property staff told the author that the outlets and shop investment center closed long ago, and now only one staff member comes to work every day, and the location of work is not in the investment center. Mr. Song, who is in charge of investment promotion, told the author that orlies, located on the north bank's Fortune Plaza, was not going to operate. They went to the downtown shopping mall to continue their business. "We (Jiangbei outlets) did not inviting business, we need to readjust it for a while. North bank Fortune Plaza parking space is inconvenient, no one to go. Mr. Song said.

Silver billion property staff also revealed that the north shore fortune real estate Co., Ltd. intends to let outlets exit, and the rental rights of shops entrusted to the property of Silver billion. I telephoned Weng Jinghai, chairman of Jiangbei outlets, and Weng Jinghai declined to mention it.

Oteri J's confusion in China

Zhao Ping, deputy director of the Ministry of Commerce and Trade Department of the Ministry of Commerce, told the author that most of China's outlets failed to recruit international famous brands, which completely lost the original meaning of Oteri J.

Li Shangmou, chief consultant of Beijing Shang Shang brand consultancy, told the author that Oteri J's dilemma in China has something to do with China's consumption environment. 21C "China's consumption is in the process of upgrading from quality to brand. At this time, the location of factory stores in the whole system will not be taken seriously, and the supply of goods will not be guaranteed. After all, Oteri J is a discounted consumption. Big brands must ensure their market reputation. Tail cargo The reputation in the Chinese market is not optimistic.

Insiders also pointed out that in China, outlets generally have a problem and do not concentrate on the operation of outlets. The above points out that in fact, Jiangbei outlets is ultimately a business property. "In the name of Oteri J, enclosure, and finally the surrounding poor quality real estate sales. This is a common practice in the industry. "