The "Deck" OUTLETS Hilltop Is Lined With Luxuriant Shells.

A rare double holiday will set off a shopping boom.

As early as a few weeks ago, Shanghai's major OUTLETS (Oteri J) had begun to offer a variety of promotional magic weapons to meet the golden week.

"A OUTLETS on the side of my house was closed, and then it was reopened.

"Miss Liu, a white-collar worker living in Yangpu District, has been able to receive all kinds of colorful discount advertisements in the mailbox these days. There are some OUTLETS publicity pages.

"Many of my colleagues and friends like to go shopping at OUTLETS, but now OUTLETS is getting more and more, some of them go far away, but nothing has been gained.

In one go or two, we are not very interested in some OUTLETS. "

Speaking, Miss Liu shrugged her shoulders.

For foreign brands, especially the international second tier brands, there is no format like OUTLETS to make the general public close to them.

But as OUTLETS becomes more and more open, do they really get moist? Recently, reporters have visited many OUTLETS in Shanghai, and found that under this gorgeous hat, the survival of OUTLETS is actually different.

In the past ten years, OUTLETS has sprung up like mushrooms.

Everyone driving through Zhao Lane can see such a scene: across the Qingpu Bailian auto parking lot, "MIG heaven" huge investment billboards across the road, this is another large orter project developed by the Pearl River real estate investment.

Developers said that the project will strive to enter the market in the near future.

This means that the two days of Oteri J's "door to door" competition are not far away.

In China, OUTLETS is an "imported product", specifically referring to "brand direct selling shopping center".

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The way of sales has been a mature format in developed countries. First of all, it has opened the window of buying famous products for the fashionable people at an ultra-low price. At the same time, it has provided a reasonable sales channel for off season and broken codes.

At the beginning of twenty-first Century, with the per capita GDP of some big cities in China breaking through 6000 US dollars, brand consumption consciousness gradually increased, and the forerunners of some industries introduced the OUTLETS format into China.

"First of all, Beijing Seth.

Yansha, Shanghai Bailian, these OUTLETS's rapid and hot, this format has formed an upsurge in China, followed by countless.

Zhu Lianqing, director of the commercial research center of the Shanghai Academy of Social Sciences, said in the old Shanghai Office of the Academy of social sciences.

Statistics show that over the past ten years, more than 400 OUTLETS has risen in China, which even exceeds the number of existing OUTLETS in the United States.

In Shanghai, OUTLETS has also become a battleground for soldiers. Qingpu, Songjiang, Baoshan, Jinshan, Nanhui and other places have been built or planned to have OUTLETS, and more stores selling "OUTLETS" are located in cities such as Zhabei, Xuhui, Yangpu, Putuo and so on.

There is a fashion center in Neijiang Road, Yangpu District, which is renovated by the old factory. It opened this year on May 1, including the otter project.

At the end of 8, the OUTLETS opened PUMA, toys, and so on, but there were not many big brands.

"In foreign countries, the OUTLETS operators are more rational. Before the site selection, they will investigate the consumption level of the surrounding residents in advance, and whether there are competitors or not. OUTLETS rarely gets together."

One insider also lamented to reporters that the layout of Shanghai OUTLETS is a bit disordered.

"Deck" OUTLETS mountain tops

"In my impression, Shanghai's real sense of OUTLETS is actually two."

Zhu Lianqing's point of view is sharp: one is Qingpu Bailian Oteri J (project investment information), and the other is Songjiang Oriental fox city (FOXTOWN).

Zhu Lianqing listed several characteristics of OUTLETS for the reporters: first, the sale of famous brands is the main selling, and the general sales are the over season, broken codes or inventory products of the brand. Two, the factory direct selling mode is basically adopted, which reduces the cost of warehousing or rental of the manufacturers, directly benefits the consumers. Three, it is far away from the commercial center in the geographical location, so as not to affect the sales of the authentic products of the same brand.

"At present, many OUTLETS actually introduce agents, and the authenticity of the brand, the quantity and price of the products can not be compared with that of the direct selling store."

For this place, which is more like the shopping center's bottom discount area, Zhu Lianqing calls it a "deck" OUTLETS.

According to Zhu Lianqing's definition, Qingpu Bailian auris is currently the purest OUTLETS in Shanghai and the highest level of high-end brand aggregation.

Its dozens of international first-line brand shops, most of which are brand factory outlet stores, and other stores are directly licensed by the brand owners discount stores.

In operation, brand manufacturers are directly linked to Bailian OUTLETS and profit sharing, so commodity quality and price have great advantages.

Wang Yuhe, director of the company's commodity department in Songjiang, said that FOXTOWN is also a direct cooperation mode with the supplier, but it is different from the operation of Bax FOXTOWN. It is not a joint venture but a rent collection.

There are dozens of shopping centers with OUTLETS brands around Shanghai's downtown area.

But reporters found that these OUTLETS are basically not direct sales mode, most merchants are agents.

If you don't pay attention, it's hard for customers to find that Changning District's Dragon dream shopping center is also hiding a "City outlets".

But Miss Ding, who lives near Zhongshan Park, said, "there's no difference between the discount area in the general shopping center, and it seems to be selling some of the popular brands all the year round."

The impulse of "enclosure" urges OUTLETS investment fever

A real estate businessman who does not want to reveal his identity has revealed a deeper motive behind the OUTLETS investment boom.

In the past few years, when the real estate was hot, the government often gave the index of the commercial supporting facilities in the land sold publicly. Therefore, many real estate developers used OUTLETS to attract eyeballs so as to win the development rights of the plots.

"The success of a OUTLETS project will rapidly increase the popularity of its region, followed by the appreciation of surrounding land prices.

In the past few years, local governments have been very dependent on land finance, and the real estate developers are often very effective.

"The shell of OUTLETS is built, but where are there so many operators with OUTLETS experience in China? The cost of running up is bound to be bad and bad."

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Last year, the first China real estate group joined the China Infrastructure Group, and jointly set up outlets (China) limited to launch the new OUTLETS brand "ballet rain" and said that 30 ballet rains will be built in China in the next 5-10 years.

And the clothing industry dominated Shanshan Holdings has also entered the commercial real estate, the great orlies.

In the next 10 years, Shan Shan plans to open 15-20 Oteri J in the whole country, and the Ningbo orlies project has started construction in July 2009.

In addition, friends and shares (002277, stock bar) in Tianjin, Baolong Group in Qingdao and other places have spared no effort to invest in the development of the outlets project.

Overseas real estate fund is an important driving force for the investment boom of China's retail industry.

The data provided by Jones Lang LaSalle showed that in the past year alone, the Singapore based China retail trust fund acquired 5 large shopping centers in mainland China with a total investment of 6 billion yuan.

Living under gorgeous shell is very different.

With the increasingly fierce competition and the very different management modes, the direct result is that OUTLETS's living conditions are very different.

Qingpu's Bailian auris, the most nourishing one, soon became a leading industry in China shortly after its establishment.

"In the past 6 years, the annual performance of the company has increased by two figures. Last year, its sales volume was 2 billion 100 million yuan, and its net profit was 130 million yuan, of which one British first-line brand shop had a turnover of over 100 million yuan."

Qingpu Bailian aux, an entrepreneur, said.

"The success of Qingpu Bailian orlies can be said to occupy the time, place, and benefit."

Zhu Lianqing said.

It is reported that Bailian rice in Qingpu has done a lot of homework before it was set up, such as calculating the consumption ability of Shanghai residents (per capita disposable income of more than 12 thousand yuan), the ownership rate of private cars and the traffic volume and convenience of Qingpu Zhao Lane in traffic.

"With these preliminary investigations, our OUTLETS can be said to be popular, and soon after the opening of the first" May 1 "holiday, the two thousand parking spaces are not enough.

Bailian people said that at present, Bailian has begun to replicate the success of Qingpu OUTLETS in all parts of the world. The OUTLETS invested by Bailian in Hangzhou and Wuhan has been opened, and OUTLETS in Hainan, Wuxi and Nanjing is under construction.

In fact, there was basically a simultaneous opening of the Qingpu Bailian orlies, the Oriental fox city (FOXTOWN) in Songjiang.

Although it has been prosperous for a while after opening, but because of the better location of OUTLETS, FOXTOWN's business has been dismal.

"We are in a lot of losses," Wang Yuhe, director of FOXTOWN commodity department, said very frankly. "Customers in Shanghai come to new Hamlet more than Zhao Xiangyuan, and they have to pay nearly 50 yuan in tolls."

Baoshan's Meilan Lake's orlies opened earlier, and people who have been there told reporters that the environment here is pretty good, but the popularity is not strong.

There are still a lot of "deck" OUTLETS, some move away from high-end properties, go to remote areas, and some have pformed into gourmet squares, others have simply closed down.

[expert opinion]

Do not "release" OUTLETS at will.

OUTLETS is still a new form in China. The authentic OUTLETS still has prospects for development. The key is that the whole industry environment must be further straightened out.

In addition, the government should have a unified plan for OUTLETS, and no longer "let go" at will.

OUTLETS, which is already existing, can only survive through the "market hand".

In view of the situation of OUT-LETS, it is suggested that the business administration departments can make restrictive norms in the registration of industry and commerce.

OUTLETS shopping centres should not use OUTLETS names; relevant trade associations can propagate in the industry so that operators can understand that OUTLETS does not make money and do not blindly launch.

Zhu Lianqing, director of business research center, Shanghai Academy of Social Sciences,

Three factors should be considered in site selection.

From the successful cases abroad, the location of OUTLETS is generally located within 50-100 km of a commercial city center, and there are no large commercial facilities in the vicinity. This distance is "outside the city" for the population of the city center, and the relative urban population is the concept of "city".

Within this distance, the location of a OUTLETS project can be decided by considering the three factors such as the convenience of the surrounding area, the development of tourism resources and the potential of land appreciation.

Take Bailian Qingpu outlets as an example, the project was approved in 1999 and was not officially launched until 2003. The important reason is that it takes a lot of trouble in site selection.