Brand New Trend Of Shoes And Clothing: Direct Stores Are Rising In Guangzhou

Who can not be tempted to buy brand-name at low prices? Recently, Nike's first flagship store in China is also the flagship store of its second factories in the world, opening up in Guangzhou, attracting many people to queue up for shopping.

This is precisely the embodiment of Guangzhou's brand direct factory store is gradually entering the boom period, before a shop's single handedly turned into a current market.

Experts pointed out that factory stores are constantly upgrading and becoming bigger and stronger. This indicates that Oteri J (OUTLETS), which sells a large number of mainstream brand direct factories and shops, will gradually escalate to one of the main channels of retail. This business form is rising rapidly in China in the trend of great leap forward.

Trick: capturing people's hearts at low prices

Last week, the reporter saw in the flagship store of Nike direct factory of Oteri J of Wan Guo, "the factory store" this selling format relies on the advantage of "buying the famous brand at low price", attracting a large number of people to go shopping.

"I came in line with my classmates early today. I can buy a Nike T-shirt for more than 100 yuan, and the style is quite new. It is really cost-effective.

The price is about three yuan or four hundred yuan, which is much more affordable than the price of a thousand yuan.

While reading high school student Jun, he picked up his clothes and excitedly told reporters.

Another gentleman bought 50 sportswear in the store, and the total price was over 5000 yuan.

He said he was a seller of Taobao. He regularly went to the factory store to sweep goods and then sold them back to the store.

In this store, reporters found that apart from 99 yuan t-shirts for men and women, most T-shirts cost about 200~300 yuan, and the price of footwear is about 300~500 yuan. Most of the products are Vietnam, Kampuchea, Indonesia, Malaysia and other Southeast Asian countries.

According to Nike factory flagship store relevant person in charge, as of the afternoon of 5 shops, the store's day turnover has reached about 200000 yuan.

Factory stores are capturing people's hearts by "low price", so which is more affordable than ordinary discount stores? The source said, the discount of discount stores is based on the purchase price, while the products of factory stores do not take this as the benchmark.

The purchase price of discount stores includes the profit of intermediate links, as well as the operation cost of shops.

Price, discount shop absolutely "play but" factory shop.

Status quo: rising in Guangzhou like mushroomed mushrooms

According to the reporter's understanding, at present, the "factory store" mode in Guangzhou has gradually entered into a flourishing period. Before that, the single handedly of a shop has become a modern market.

The most concentrated ones are Oteri J, Panyu outlets, Austrian outlets, and the brand discount outlets of Tianhe City.

In the world's outlets, reporters saw that, apart from Nike's flagship store, KAPPA, crocodile, Giordano, CONVERSE, Adidas, Puma, Kswiss, Levi 's and many other fashion brands opened factory shops, forming the most concentrated and brand shop shop in Yangcheng.

Xie Xudong, director of the world's outlets, said there are more than 100 international brand factory shops.

In the first half of this year, CK, Crocs and Wangler have been stationed in succession. More fashion brands will be added in the second half of this year.

In Panyu outlets, there are many international luxury brands such as Gucci, Amain, Boss and Versace. According to the person in charge of the shopping center, most of the products are 5~7 fold of the value of the goods.

Although they are seasonal goods, they are generally only about two quarters behind the season.

The data show that at present, there are about 300 Oteri J in the United States, while more than 200 outlets in China are open for business, and there are as many as 400 discount stores under the name of outlets.

Behind: profit is not a loss at all.

The factory store has always been under the banner of "low price". Does factory shop mean losing money? In this regard, Xie Xudong, the director of the world's outlets, revealed that factory shops are basically not losing money, but there are still good returns.

There are different sources of goods in factory stores, and the profits also vary.

If we are eager to deal with seasonal goods, especially after a major sports event, such as the Olympic Games and Asian Games, a large number of stock items related to events are backlog. The brand is eager to return the funds, so long as we do not lose money, the products can be sold, and the profits brought by these products are almost zero.

But if it is a special product produced by a production line for factory shops, the profit will be very impressive, which can reach about 30%.

Now more and more special products appear in the factory stores, which will undoubtedly bring more profit space.

In comparison, the retail price of store products is generally more than 3 times of the cost price, and the proportion of the increase of the international brand is even higher.

For example, a T-shirt with a retail price of 300 yuan may cost less than $100.

However, the overall operation cost of franchised stores is also higher.

Upgrading: abandoning agents to "full direct battalion"

Mr. Feng, the industry insider, said that despite the banner of "direct supply" at the beginning of the factory store, in fact, most of the factory shops in the early part of China were not operated directly, but by agents or distributors.

It is understood that China has not been able to obtain the direct supply qualification of foreign brand factories, and has always been able to obtain goods through cooperation with agents or distributors.

However, the factory shops opened by agents or distributors have great limitations, for example, it is impossible to have a large number of stable stocks.

Now, under the general downturn of the European and American economies, many international brands have pferred the surplus products from the processing factories to the factories and shops of their respective factories, so that they can be quickly converted into cash flow to pass the "cold winter".

Under such circumstances, today's factory shops no longer belong to a factory, but also do not belong to an agent, but are sold directly by the brand.

This means that the factory stores that are completely "directly run" have the ability to pfer goods globally and have more adequate and stable supply of goods, so the products are more complete.

Most of them are semi seasonal products or the last quarter products, and more than 30% of the products are sold only in foreign countries, and there is absolutely no replica in the country.

Xie Xudong told reporters that as of mid July of this year, more than 30 of the more than 100 international brand factory shops have completed the pformation to direct operation. They are directly responsible for the brand, whether they are goods distribution or store management.

The store will develop in the direction of full direct marketing in the future.

Sports brand industry observation expert Zhang also believes that the upgraded factory shops are all directly supplied by the brand. The main commodities, whether they are cancelled by the sellers, the quarterly products of the producers, or the special products produced by a certain production line, are subject to strict external quality inspection, and the quality guarantee is relatively high.