Brand Discount Stores Emerge &Nbsp; Why Do Most Businesses Run Gloomy?

According to statistics from international property consultant DTZ, as a high-end consumer group,

At the end of this year, the first Fangshan real estate "ballet rain" Ott Les project is about to open. Its high-profile announcement of the national planned investment will exceed tens of billions of yuan to start the "ballet rain" project. In the next five years, Bailian Ott Les plans to add 1 new products in 2011, and 10 Ott and Les chain scale will be formed in 2014.

Otrice is becoming the focus of heat.

According to statistics from international property consultant DTZ, as the "brand discount center" facing high-end consumer groups, orlet has been copied to all cities in China.

Although there are hundreds or hundreds of businesses with Oteri J as the concept or "top name", not every household is hot, and many outlets are dismal.

The phenomenon of "otles" emerges

According to incomplete statistics, there are about more than 200 shopping malls named "outlets" in China.

These outlets are located in cities like Beijing and Shanghai, and are also distributed in cities with strong commercial atmosphere, such as Hangzhou, Chengdu and other two or three cities.

In the next few years, Oteri J will sprout up like mushrooms.

It is understood that in the next 5 years, Bailian Oates will accelerate development on the basis of existing 2 stores in Shanghai Qingpu Oteri J and Hangzhou Xiasha outlets, and plans to add 1 new products in 2011, and 10 Oteri J chain scale will be formed in 2014.

In Changsha, the building area of 120 thousand square meters, planning for 5 years, and investing hundreds of millions of dollars in friendship, Apollo outlets business park, is also expected to be completed by the end of this year.

At present, the most powerful trend is the ballet rain series operated by Oteri J (China).

At present, the three big ballet rain outlets in Beijing, Guangzhou and Zhejiang are being built in full swing.

Foreign companies are also reluctant to step down and join the upsurge of China's development of orter.

Italy FINGEN group, Real Estate Company Asia RDM in Asia, has successfully managed international fashion brands such as CK Jeans, Calvin Klein, Jean Paul Gautier, Guess and so on. It plans to launch a series of luxury brand outlets in Florence in the next five years.

Florence's Beijing and Tianjin famous brand Oteri J, who will open this month, is the first step towards China's market.

A lot of demand is in support.

DTZ's research shows that, as consumption

"Economic development has created good conditions for the development of outlets.

With the global economic recovery and the massive development of the retail market, the number of international first-line brands in China has increased by more than 20% over the past three years.

The number of international brand shops has increased, and the probability of over season goods has also increased, which will provide more resources for outlets.

Zhang Jiapeng, director and director of business consultant at North China Business Department of DTZ, said.

From the perspective of consumers, more and more Chinese consumers are accelerating the growth of brand demand under the influence of multiple factors such as rising income, increasing self worth and increasing consumer communication. This has laid an increasingly solid foundation for the development of outlets.

In addition, as the purpose of consumption, orlies is more suitable for development in emerging areas or suburbs, although "born" in the outer suburbs, but benefits from urban vehicles and efficient pportation support.

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Zhang Jiapeng told reporters that Oteri J's main source of tourists is the crowd who arrived by car, and the rapid upgrading of urban vehicles will play a strong support for its development.

At the same time, the planning and construction of high speed rail and urban rail in China will also contribute to the greater radiation capability of orter.

Found uneven operation

"Ole" began in the United States business form, after more than 100 years of development, has gradually developed from the original "factory outlet" to the form of Shopping Mall shopping center, has become a new trend in the rapid development of international business.

Jia Yupeng, director of East Asia Xinhua marketing center, believes that Oteri J is still in its infancy in China, and the number of outlets in the country is very few.

According to the reporter's investigation, Beijing's ole mainly includes East Fourth Ring Yansha otter Les, the capital airport near Seth otter Les, the panda around the island's love house Les Les discount shop, Yao's home, Beijing vitality East orient Les factory shop.

According to the introduction of experts such as Zhu Lingbo, director of the real estate Specialized Committee of the real estate association of the National Federation of industry and commerce, Ole has two core concepts: one is the famous brand and the other is the discount.

However, by visiting the East Fourth Ring City, Yansha otles and AI auterice, it is found that there is a big gap between the two.

"Big place", "a lot of big name goods", "a little expensive" and "relatively complete facilities", this is a random interview with reporters at Yansha oorlies consumer response.

On the day of the interview, the market was more popular.

Love home outlets is closer to the north earth city subway. Compared with the pportation, it is more convenient than Yansha, but there are not many places, there are not many brands and high-end brands, and the price is not cheap.

According to Jia Yupeng analysis, most of the domestic outlets are not worthy of the name.

Only the Yansha orlies and Seth outlets can be named as the real outlets in Beijing. These two projects, no matter their business philosophy, audience groups, and various hardware and software conditions, have met the standard of orter.

In addition, the outlets in Qingpu, Shanghai, are also highly recognized by the industry.

Oteri J's development in China seems to have come to an end.

But it is not easy to really manage Ole's business.

Problems and brand constraints

In view of the rapid growth of Beijing orter's business and the situation of competition, Zhang Jiapeng believes that the development of orts is restricted by the rigidity of the brand, which is one of its biggest challenges.

"First of all, some high-end brands such as Louis Vuitton and Hermes have no precedent in the world, nor do they set up shop in China alone. While others such as Gucci and Dior have opened shops in overseas market, but in order to maintain their high-end image in China's rapidly growing luxury market, the intention of setting up specialized shops in China is not positive, so China's ole brand will be limited in the choice of high-end brands.

Jia Yupeng also said that at present, some international first-line brands and a large number of international mid-range brands are operated by agents. Compared with the company's direct battalions, agents have higher purchase costs, and the higher the brand is, the higher the cost of agents is. Therefore, even if they enter ortas, it is difficult to provide attractive low discount, and the high cost of this agent system will create greater challenges for the operation of ole city.

Therefore, in order to successfully operate Ole, Zhang Jiapeng thought that the first place was location.

"It is an important advantage to be located in major pportation arteries, large cities near population gathering, near rendezvous Road intersection, and close to famous tourist destinations. At the same time, because otles is also an important destination for visitors from abroad, so close to the airport is also a favorable advantage of OLE."

In addition, "brand + benefit" is the core business nature of the outlets.

Zhu Lingbo and others believe that the most important thing is that the operators should have the ability to introduce enough famous brand discounts to be recognized by the local consumers.

Noun interpretation

"Orlet" is a Chinese literal plation of English OUTLETS.

The original meaning of English is "export, outlet and export". In retail business, it refers to the shopping center consisting of stores selling brand names, off-line stores, and broken yards, so it is also known as "brand direct shopping center".

After more than 100 years of development, it has gradually developed from the original "factory outlet" to Shopping Mall shopping center.