Famous Discount Shops Flooded &Nbsp; Orlet Became A Two Dealer.

For Li Susu, an American student to come back, what worries her is not domestic environmental pollution, nor traffic jam. Outlet (outlet) can you visit?

According to Li Susu, the American outlets are built in dozens of kilometers away from the city, such as the most famous WoodburyOutlet near New York, which is nearly 80 kilometers away from Manhattan, more than an hour's drive, and people are as busy as bees. Shuttle In a sales area of 70 thousand square meters, one day, legs hurt and feet hurt, but everyone was excited and delighted, because no matter how aristocratic brands were in the shopping mall, they all lowered their status here and welcomed the customers with very popular prices.

In the 70s of last century, some garment factories in the United States began. Direct selling Shops, which mainly sell goods in warehouse, often correspond to a shop in a factory. As a result of eliminating a large number of intermediate links, prices are very low. In the later stage of development, many factories have gradually opened factories and direct stores, and formed direct selling areas, thus forming Oteri J.

With the development of the otter Les industry, apart from the supply of factories, some goods from the shopping mall have gradually entered the otter Les, and even some flexible manufacturers have designed the product line specially for otter Les. Thus, the scale of otter Les has been further developed. Many centers have broken through the most hardened quantity index of the format, that is, more than half of the tenants must be the boundaries of factory direct selling retailers. The edge of factory direct selling center and shopping center industry gradually blurred.

Today, the United States has nearly 300 Oteri J, ranging from 10 thousand to 100 thousand square meters. In order not to affect the sale of positive prices, the industry has also formed an unwritten rule requiring orlies to be more than a certain distance from the city. As a result, orter has gradually become a place for people to relax during the holidays. While driving the picnic, Ott Leslie can enjoy the joy of family shopping in the vast space and fresh air.

　　 Retail New growth point

Since its opening in 2002, China's orlies has gone through nearly ten years. According to Guoxin Securities Research Report, there are now nearly 400 large and small Oteri J companies in China, even more than the United States.

Wan Wenying, former chairman of Yansha orrice, once recalled that when she went to Hongkong to invire business, she invited her to eat in the first place, and could even eat several meals a night. When she explained the meaning, she would eat less. Later, she had to wait for someone else's office to wait. International brands obviously lack confidence in landing in the mainland of China.

But it turns out that the Chinese need otter. In 2010, the revenue of Lufthansa outlets was over 2 billion 500 million yuan, which made those brands who were hesitant to be surprised.

With the opening of many outlets in China, a brand new format has gradually formed in China. Qiao Yu, deputy general manager of setole, said in an exclusive interview that when they inviting business in 2008, they could use "smooth wind and smooth water" to describe it. "Merchants and brand owners are very good at talking, including Burberry, including some brands and we can hit it off. Now more than 600 of our shops have been rented out without a vacancy.

"Outlets" has become a new growth point of retail industry. The performance of the same area will be higher than that of traditional department stores. Qiao Yu told the author that "the development of China's Oteri J is gradually accumulating to a point where the retail industry is gradually becoming mature."

　　 Insurmountable tariff Wide gap

Like the American outlets, China's orlies mostly take the "cheap brand" route. Setrole's slogan is "big brand, small price". Among its more than 200 brands, more than 80% belong to international brands, and 30% belong to international first-line brands. And Je Ssha O Teles's purpose is "brand + real benefits". Among its more than 600 brands, the international first-line brand accounts for 30%, of which HugoBoss operates an area of 500 square meters, the largest otter store in Southeast Asia.

However, when Li Susu was shopping in China's outlets, he had no choice but to find that the famous brand of cabbage sold in the US could not afford to buy in China. Similarly, a half off Coach wallet was sold in the United States for only 70 dollars (450 yuan), while in China it doubled more than 1100 yuan and sold for 1100 yuan.

"This is not something we can solve with communication with agents, but is decided by China's national conditions and tariff rates, and it is also a common problem for all outlets." Insiders said in succession.

Wang Yong, Secretary General of the brand China industry alliance, said in an interview with the media that the import tariffs of luxury goods in China are generally between 15% and 25%, while others are as high as 50% (such as cosmetics and liquor). Besides, luxury stores also have various customs duties, such as customs inspection, shop inspection, value-added tax, business tax and consumption tax, which directly lead to the price of domestic luxury goods at least 1/3 higher than that of their origin.

In order to avoid tariff, Chinese people spend 200 billion yuan a year on luxury goods abroad. This makes Chinese luxury sellers suffer hardships, and to a certain extent, impedes the development of the outlets industry. "Tariff problem is one of the biggest difficulties faced by China's outlets now, and we can't afford to sell it with tariffs." Seth OLE and Je Ssha O Teles said. {page_break}

　　 Small and medium-sized ordot is the two dealer?

In the early days, outlets in the US were factory outlet stores. With the development and integration of the market, some shopping malls were gradually accepted.

However, the author found that China's outlets are collaborate with brand owners or brand agents to obtain goods from them, so the goods are either the end products of the shopping mall or the low price commodities that the brand is dedicated to outlets. When asked whether there was factory direct supply, Oteri J did not. "The factory is only a processing area. We have no direct contact with the factory." Yansha otles responsible person told the author.

"Some brands like to call themselves factory stores, some brands like to call themselves outlets, but in fact, they are all brand discount stores. There is no real factory shop in China at present." Chen Hongbing, vice president of Pcd Stores Group Ltd, told the author.

Jia Yupeng, director of East Asia Xinhua marketing center, told the media that most of the domestic outlets were not worthy of the name. Only Beijing, who is in business, can only be named real Oteri J by Yansha orrice and Seth ole. With the fierce competition in the market, many irregularities of "hidden feelings" have been bred in some small and medium-sized outlets.

Both sethole and Yansha otles told the author that every item of their goods came from the brand owner or the brand agent, so that the authenticity and continuity of the products can be guaranteed. "Brand is the foundation of Oteri J's success." Qiao Yu told the author.

However, for many small and medium-sized orlies, it is very difficult to cooperate directly with international brands. Many international brands are very fastidious about the size of Oteri J, and from the perspective of commercial layout, it is impossible to cooperate with a lot of outlets in a region. For example, SWAROVSKI currently has only two discount stores, including Je Ssha O Teles, in China.

According to insiders, in the absence of direct cooperation with the international first-line brands, many small and medium-sized outlets are willing to buy their own products in order to "make faces", that is, to buy goods from other retailers and sell them in their own stores.

"In this way, the authenticity of commodities is questioned, and the continuity and sufficiency of commodities can not be guaranteed. Even some stores are suspected of smuggling or selling fake goods. Insiders told the author.

In addition to commodity channels, many small and medium-sized orlies business qualification itself is not formal, in the land grant is not used for the commercial land of outlets. "Many developers set up outlets, it is hoped that it will be a gimmick to stir up nearby land prices. As for how orter himself is doing, I am afraid they do not understand it themselves. Insiders said.

Yansha otles director also said: "at present many of China's outlets business goals and business direction is very vague, just to open and open. In such a blind trend, there will surely be many outlets falling down and being eliminated by the market.