A Brief Analysis Of The Popularity Of Shanghai'S "Outlets"

It has been reported that in the hundreds of large and small outlets in the country, there were no more than 30 successful businesses last year, and many of them still rely on domestic brands.

In Shanghai, orter has sprung up in recent years. Qingpu, Songjiang, Baoshan, Pudong and other places have been built or planned to build orlies, but in such fierce competition, only Qingpu, Zhao Lane's own outlets are thriving, and others are not born with cold, open doors or even shut down. But the new Oteri J is still making - according to the plan, there will be two Oteri J in the vicinity of Disney, Shanghai.

On this year's "two sessions" in Shanghai, members of the Tu Haiming Committee submitted a proposal on the need to regulate and control the construction of many outlets in Shanghai, referring to this type of "great leap forward" development, and many members expressed concern.

Has Oteri J ever had no future? Reporters interviewed Hu Liwei, executive vice president of Yangpu green Milan outlets, Japan's famous fashion shopping website Fala*Fala, Huang Hao, head of Shanghai District, and Liao Chengyi, director of marketing of GBF direct purchase Plaza.

　 Reporter: in addition to Qingpu outlets, Shanghai Almost all outlets are not very popular. Why?

Hu Liwei: our city, Ole, is a collection shop of famous brands. Big names do not want too much traffic. Its location is in bag rate. In addition, when we plan to do shopping, there is not much planning catering, so customers do not have the viscosity to buy. Now I am adjusting the format ratio. But our bag rate is around 70%.

Huang Hao: in order to build a foothold in Shanghai, we must meet 2 conditions, one is economic support, and the other is to maintain a strong financial strength to keep up with the new business, otherwise customers will soon be tired of it. The other is service support. Besides the service attitude, the hardware facilities are also very important, for example, have you done enough parking spaces, breastfeeding rooms, sanitary conditions of toilets, etc. It is not long to attract customers only by products and prices. In fact, Shanghai has a large number of large amusement parks and huge shopping malls. There are few really left behind. So I think the fate of otles will be the same.

Liao Chengyi: I said two years ago that the existing Chinese version of the ole model is bound to die. Because ole is intended to be the end product of the factory. Now, Ole is a new product, but it's not a big one. A cat and a dog can go in. As long as you pay, many of the ole in the country are just like this.

　　 Reporter: now everyone is used to it. Hai Tao On behalf of, Tmall, Jingdong also opened the famous product direct purchase, is Oteri J not needed?

Hu Liwei: I don't think so, because more than 3000 yuan of goods online transactions will be very difficult. Luxury goods will have a problem of return. In addition, even if it sells genuine products online, it is hard to say that those big brands are authorized by the Internet. So I think the electricity supplier can sell luxury goods, but it will not cause any impact on us.

Liao Chengyi: the main source of online shopping is young people, around 20 years old. The luxury stores mainly focus on the age of 35, and luxury shopping is mainly experience. Moreover, many sources and channels of electricity suppliers are not very open. When I personally suggest buying, I will ask them to provide standardized customs declaration certificates.

Huang Hao: Tmall, Jingdong and other websites all have brand name overseas direct purchase service, but some people say that no more than 3000 yuan of goods are bought, and the price of general overseas direct purchase goods is about 1000 yuan; moreover, the 2 websites above are mainly European and American or Korean brands. Anyone who has read MBA knows that the essence of all MBA courses is: "jump off all middlemen." So I think the direct purchase mode will replace Ole, no matter online or offline.

　　 Reporter: if there are Outlet How can it survive?

Hu Liwei: there are two kinds of OLE models, one is the suburban mode of Qingpu, the other is our urban mode. Urban ole mainly uses direct purchase, which is bought directly from Europe and sold to consumers. The general suburb ole discount is around 50 percent off, but now many dealers are there, and the gross profit will be added.

In my opinion, the direct purchase mode of urban ole will replace the existing ole model in the future. Now Ott Leslie, you can only find some products that are sold in season or sold abroad. Although the discount is strong, as the consumption level of Shanghai people is getting higher and higher, people are gradually extending from material pursuit to spiritual pursuit and the display of personal value. The commodities of the season will not be able to satisfy them, of course, they will be eliminated. The city ole will be popular because of its large selection and more convenient and quick search.