Hangzhou Tower And Jie Bai Department Are Waiting For The Layout Of "Ole".

Just last week, two department stores in Hangzhou revealed the idea of "to make ole". Since last year, Hangzhou Tower has been constantly exploring and demonstrating, relying on its resources in the luxury sector, and opening up a large gathering of OLE shop should not be difficult. In addition, Gao Bai has recently visited the resources of OLE, and is likely to open up a new floor in the shopping mall.

　　 Two families Department store Opportunistic layout "ole"

As early as last September, Hangzhou Tower revealed that he wanted to become ole. Now he has started planning the ole store.

With the luxury sales of the Hangzhou Tower, with the good relationship with the big cards, it is not difficult to open an OLE. At present, the top executives are discussing a series of problems such as location selection, brand entry and so on. The planned Ole area will reach one hundred thousand square meters or more, and it will exist as a main store of a giant commercial complex.

Another senior department store has released hundreds of business, and the top executives are busy surveying the ole market recently. They are more likely to open up one or two floors of the shopping mall.

"In fact, the sale of the department stores in these two years is very good, but each brand has different time to do special sales. Customers do not go to the mall on the time of the brand sale. If we concentrate on the sale of many brands and become normal, it is also what Ollie is doing." Shopping malls analysis, "of course, the department store has many difficulties to make ole. It is urgent to choose what brand cooperation and discount products will affect the sale of positive prices."

Will the future of OLE be all right? Many responsible persons of the ole shop in the interview said: "it is in an upward stage, and there are many new adjustments this year." If this is regarded as "Wang Po", then the attitude of a department store that has always been based on a mainstream identity in Hangzhou's major business circles may be more revealing.

　　 Two digit growth during the Spring Festival

If you haven't been to Ole, don't even know what "ole" means, then you must not be called a shopper. At the moment, Ole is listening to Hangzhou's new business format. It has been completely accepted by the guests in the city. Its turnover during the Spring Festival has increased by two digits, and the performance of the department store's "year-on-year decline of 25%" seems to be able to answer the question of "where people go to spend" from one side.

Just as we wonder how the decline in department store performance has been so great, a list of the top ten outlets of China's outlets in 2013 has been noticeable. The first place in the list is Beijing Yansha outlets stores annual sales of 3 billion 700 million yuan, far exceeding the sales performance of a popular department store on Yanan road for a year. Similarly, in the list, Hangzhou Baitu outlets's Xiasha store ranked ninth in the country with a score of 948 million yuan. In 2010, its performance in 2011 was 7 hundred million. In the past two years, the performance growth rate was very obvious.

In addition to Bailian stores in Hangzhou, there are three outlets in the area of West Lake. They are the sand boat international life Plaza in Qianjiang New Town, the Yintai department store Hangzhou Cultural Plaza in the Cultural Plaza, and the clothing shop in the east slope intersection.

"During the Spring Festival this year, our sales grew by two digits year-on-year." Bailian otlesi Xiasha shop responsible person said. This growth also appeared in the sand boat international life Plaza, which not only achieved two digit growth during the Spring Festival, but also increased by 40% over the first 15 days of the year.

　　 The luxury goods queued up in OLE after they lost their lives.

OLE and "department store", "shopping center" is a commercial form, basically 365 days are selling "discount goods", whether luxury or popular clothing brand, here are sold from one to thirty percent off.

Bailian oehills, Xiasha shop is the only luxury store in Hangzhou's three orlie shops. It is also close to people's impression of the big village of Britain, France and other places. Many large numbers of discounts have attracted many Hangzhou residents to spend.

"We have more than 300 brands in the whole shopping mall, of which more than 50 are luxury brands, but sales of luxury goods account for about half of the total." Bailian otlesi Xiasha shop responsible person said.

Over the past two years, Hangzhou customers have gradually adapted to the way of OLE shopping. For them, the purchase of luxury goods with a price of four to forty percent off is no longer a "losing face" behavior, and represents a rational consumption attitude. At present, several luxury brands that are most popular with Hangzhou guests in the ole shop are: Burberry, Armani, Coach, Zegna and Hugo Boss.

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In addition, there are more luxury goods, which are lining up in the investment plan and looking forward to entering ole. "Now we are full of shopping centers, many big cards want to come in, there is no vacancy, so we have to wait. We are constantly adjusting to the poor performance of the brand back out."

At present, the performance of the major luxury brands in China is declining, and the resulting inventory also gives big owners a headache. "They can only sell part of the discount season in the department stores, and the time of the discount season is not too long, for fear of affecting the sale and brand value of the positive price products, and the ole place far from the suburbs is the best place for their backlog of stock." Department store insiders analysis.

　 More than 10000 customers have consumption records every quarter.

many Luxury goods The only reason for the brand to see OLE and queue up is that the consumption trend of consumers is changing.

"One thousand yuan, I can only buy one dress in the mall, but I can buy three pieces in OLE." This is why many Hangzhou guests began to fight for OLE. Under this consumption demand, Ole is stepping up its expansion and upgrading.

In the second half of last year, the bathing shop of Bailian otlesi Xiasha extended the parking lot. The original 3000 parking spaces were transformed into 4500 now. This figure is twice the number of parking spaces in a shopping mall in the main city, and the only reason is to meet the needs of more and more customers.

"70% of our customers often come from Hangzhou, and others from Jiaxing and Shaoxing. The number of VIP guests has reached thirty thousand." Bailian otlesi Xiasha shop responsible person said.

According to data monitoring, half of these thirty thousand VIP have consumption records in each quarter, which is very compatible with the rhythm of shopping malls updating. The frequency of purchase and user viscosity are excellent from the perspective of department stores.

In addition, the consumer characteristics of ole are quite different from those of department stores. The guests of three ole shops in Hangzhou are mainly from 30 to 45 years old. Women consume a little more than male consumers, while young people under 30 have been making rapid progress last year, especially with young brands such as GAP, UGG and Europe.

So how much money do people spend on the ole shopping? "Our core customers basically come here at about 700 yuan, and of course, there will be a large list." Mr. Xu, director of the International Life Plaza, Sha boat. The "big list" mentioned in his mouth refers to the Taobao seller who emptied the store at a time and almost emptied the counter. Because of the low discount of OLE shop, it attracted a group of online clothing sellers to regard it as a purchase channel.

　　 TIPS

What is OLE?

　　 Outlet Ole, written in OUTLETS, is originally a "outlet or outlet". It is a new commercial form in China, which specifically clears up the brand stock, so goods discount is much lower than that in department stores.

Ole is more concerned about luxury brands. As a brand of "sewer", the discount of big brands in OLE is generally between 4 and 20 percent off. If you can buy 77% off goods, it may be a large brand three or four years ago. In addition, many clothing brands are also regular customers of OLE, such as Jiangnan Buyi, OTT, Ou Shi Li, clothing and love, etc., with discounts ranging from three to half off.

At present, there are many ways to buy ole goods in China, which can be purchased through the entity orlie store, such as Bailian's outlets, Xiasha shop and sand boat international life Plaza, which can also be purchased through the Internet, such as glamour, product only, or through overseas purchasing.

At present, the most popular brands in the entity ole store are Burberry, Armani, Coach and so on. The most popular channels in the online purchasing channel are Michael Kors, Juicy Couture, CK and so on.