Oteri J: Staring At The International Line May Not Have A "Money" Process.

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At the mention of otles, it was considered a product of over season, which was a very big misunderstanding of orter.

The real outlets are selling old goods, and Oteri J also needs to buy.

It's not easy for real estate developers to do it.

Reporter: the Jiangbei orris shopping plaza, which was closed down in Ningbo, was developed and built by Zhejiang Electric real estate company. After completion, Zhejiang real estate rented the Plaza despot to Ningbo Fortune Plaza shopping Co., Ltd. to conduct the investment business of the outlets.

But after a year of operation, the operation company was brought to court by the owners because of the huge rent owed to the owners. After that, the funds were even stretched, and management gradually became chaotic.

Liu Hui: the technical threshold of outlets is very high. Its customer management is too complicated to find out how customers react to products.

Department stores do not do well in light, they will not be able to discount. They should also find out the customers' appeal for the style, and even the demands of certain colors. They must have some cognition to wear the place and culture to make the department stores well. Therefore, the department stores will do satisfaction surveys and regular quantitative analysis. It seems that the department stores have done nothing but the workload behind them is quite large.

Otter is similar to the department store industry and has a high technical threshold, which is why it is not easy for developers to make orlies.

Reporter: therefore, Guo Zengli, director of the China Federation of purchasing, said that it would be more difficult to do the business than other businesses.

So, in your opinion, what are the essential factors for the success of the orlies project?

Liu Hui: it can be analyzed from three levels.

From the upstream point of view, the first level is mainly the supply chain problem. It depends on how many Brand Company in the upstream support you. After integrating the product supply chain, the store can be done well. The middle tier is internal management, management mode, management system, management process and personnel control. These are very important; the downstream is customers, depending on how many customers are loyal to you Oteri J.

Do these three things well to achieve a successful Oteri J.

Reporter: but the three aspect you mentioned just now is that the domestic outlets are very deficient.

Liu Hui: Yes, but we all know that this is a blue ocean, everyone is optimistic about this format, but the ring of operation management is the most lacking.

At present, there are not many people studying Ortles in China. They can really displace Ortles and know what the management structure is like.

Talent gap can solve the problem of upstream supply chain and downstream customer resources.

Reporter: most of the early orlies in China are from some traditional department stores. Now more and more developers are entering this field. How do you evaluate this situation?

Liu Hui: now, if we take a group of people from the department store and specialize in orlies, it is also feasible.

We should set our sights on local brands.

Interviewer: you think Ortles must have an international line.

Liu Hui: not necessarily. Is there any international first-rate brand for top grade discounts? But its sales are good. Although it does not want to admit that it is Ortles, it has Oteri J's "reality".

I have been a clear-cut objection to the claim that orlet is a world famous brand.

Reporter: however, many outlets operators think they must have international brands, but they can not cooperate directly with brands.

Liu Hui: they learned "form" instead of learning "reality". LV's American outlets are ordinary goods, and prices are not as high as they think.

What do we need to solve in this process? It is whether China's domestic first-line brands can make a difference in the outlets of Ortles, not that foreign Ortles have LV. We have to have them.

Reporter: direct cooperation with local brands can get a very low discount.

Liu Hui: Yes, but the local brand is also "half a face" for the channel. It is optimistic about the channel and is afraid of damaging the brand image.

As a result, so many orlies are learning the form of foreign orlet, copying it without learning its essence, and do not understand what exactly ortell is doing.

Reporter: not all outlets must have an international line brand.

Liu Hui: if we take a serious look at orter, think about what form orter can do and then do chain development. This is the right way.

We once did a research. There was an otter Les in the Xidan shopping center in Tiantongyuan. We thought of it as community type otter Les.

Community type outlets will surely have a great development in the future.

Both Je Ssha O Teles and Seth outlets are suburban outlets.

The average size of the community outlets is generally within ten thousand square meters, or five thousand or six thousand square meters. The suburb type Oteri J is a huge number. Several buildings are mixed together. One is for the community, the other is for scale.

Community type Ott Leslie, ordinary people in the evening do nothing to stroll around by the way shopping; suburban orlies is a weekend consumption, basically driving.

At this time, we can see some rules in category analysis. Most of the community outlets are based on domestic brands, but there is not any first-line brand, but sales are still very good. Suburban Ole, because it needs a lot of radiation in the suburbs, will generally have international brands to cooperate with, which are two different directions.

If it is decided to be a suburb of Ortles, a large scale, can receive tens of thousands of people to drive to shop on weekends, such oritas should be equipped with the international first-line brand, and the community type outlets will not have to consider the international first-line brand.

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Buyers and chains are necessary.

Interviewer: they say that the success of the outlets in Beijing is the Yansha orlies of Shanghai and Qingpu's outlets in Shanghai. Do you think the two are successful?

Liu Hui: the two families were not successful either because they could not go out, but just a single store operation.

It can only be said that they go earlier and occupy better positions. That's all.

An enterprise can copy continuously, that is success.

China's outlets are born out of the department store industry, while the development of China's department store industry is rather slow. The large format of the department store is the core of the joint operation mode. It emphasizes the location of commercial property and business circle. China's orlies is also difficult to develop because of its restriction on the large format of department stores.

The biggest ability of orlies is the buyer, followed by chain operation. These two aspects must be done well.

One advantage of chain operation is that it can integrate supply chain and obtain stable source of supply.

For example, a certain orlis has come to a batch of goods now, and the business is very good. After three weeks, the goods are gone, and the next shipment will not come until three months later. This is equivalent to three weeks' business in a quarter. How can such a small volume support the annual sales of the outlets? There is not a large quantity of goods that can not be sold out.

In addition, if there are no large chain stores, shops can not exchange goods between each other, then your inventory risk is great, so the chain operation of the outlets is still very long.

Reporter: did you mention that orlet also needs a buyer?

Liu Hui: there must be a buyer.

At present, there is a misunderstanding about otles. When it comes to otlice, it is considered to be a backlog of over season, which is a very big misunderstanding of orter.

The real outlets are selling old goods. The goods are made this year. It may be last year. This is one of its product models. There is also a product that comes from the "Orai supplies", which is only sold in outlets.

For example, most of the COACH sold in Ott Leslie is a simplified version of the product, probably a little bit of leather, the copper button into aluminum buttons.

Foreign clothing companies will specially produce some products for the ole channel, and another product is made by orter himself, which is owned by his own or his own brand. Oteri J can own his own brand.

There are two forms at present: one is the double tag brand, for example, I am Ole, you are COACH, I entrust you to produce a package for OLE, and write what brand of package on the tag, but the manufacturer is COACH, this is the double tag mode. There is also a single tag mode, to Asia to find a small processing plant, separate processing products for ourselves, and then hang up the trademark of Ortles, so the price is very cheap.

To sum up, the products of overseas outlets are mainly three lines: one is the old style of famous brand goods, but the other is the new product; the second is the brand's outlets products; the third is its own brand line.

Some outlets are buying goods in cash. This is a problem. If you buy with cash, the profits will be very high. At the same time, the risks will be great and there will be stock risks. That requires buyers to have a very accurate vision.

You can see that this chain is going to be a human problem.

Reporter: This is the product line of overseas outlets, and the ole is only the first one.

Liu Hui: there are few types of outlets in the country. Why is the development space of the domestic outlets somewhat depressed? Because the major department stores have their own promotion period, and the discount items are sold on special stores or floats.

That is to say, a department store is a dual role: in normal times, the sale of regular price goods, special sale goods or outlets of the outlets is also selling on the department store's floats, which is a coincidence of dual roles.

Reporter: in this way, almost nothing remains to enter the outlets of the outlets.

Liu Hui: so otter's biggest problem now is shortage, so it's not easy to get the goods ready.

In addition, there is a big problem with the domestic outlets, that is, the number of stores is not enough.

Reporter: but according to statistics, there are more than 400 outlets in China, and the number has exceeded that of the United States.

Liu Hui: but they all exist in a single store mode.

If one ole integrates all the orlie in the country, for example, there are 400 stores under the A orter, so it can scale, but if every Oteri J is run by a company and dispersed, it can not form scale purchase.

Most of the overseas outlets are interlinked, and the chain type ole can concentrate on purchasing, which has the advantage of sourcing.

Reporter: chain is still a direction of development in the future. Now many orlies have not considered that step.

Liu Hui: if otleis doesn't want to keep a single store mode, it should set up a procurement alliance as soon as possible. The Procurement Alliance collects orders and collects goods from some manufacturers or international brands.

If this Procurement Alliance is realized, the curtain of China's Oteri J will really be unveiled.