On The Secrets Of Orter'S Success

< p > < < a href= > http://www.91se91.com/news/index_c.asp > > outlets > /a > is not the name of a shopping center, but a category of shopping center.

It is a literal plation of the English "Ou tle ts". The biggest feature of the outlets is that it has concentrated on a large number of famous brand goods that are off season, off shelves and broken yards, and the discount of most commodities has reached 3-5 fold.

With the development of cities, people's awareness of brands has been improved, and the outlets of China's outlets are also increasing.

There are 3 outlets in Shenzhen, and another 8 warehouse will be opened this year.

Liao Weijie, the operator, stressed the need to make a special "city" outlets, attracting consumers from Shenzhen, Dongguan and Hui three markets.

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< p > < strong > at present, all the outlets in Shenzhen are doing well. < /strong > /p >

< p > < strong > reporter: how many Oteri J, < /strong > /p are there in Shenzhen now?

< p > Liao Weijie: a total of 3, including A Maisa Oteri J, Maoye outlets of Heping Road and Huasheng Oteri J of Southern China city.

According to our feedback from the market, the three companies are doing well.

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< p > < strong > reporter: to what extent is optimism? < /strong > < /p >

< p > > a href= "http://www.91se91.com/news/index_c.asp" > Liao Weijie < /a >: Shenzhen 3 Oteri J, most businesses can make profits in it, some brands are twice as good as the regular department stores and regular shopping centers in the same sector.

The Dameisha orlies, which opened in late 2010, achieved profitability in the first year, with an average annual increase of more than 30%.

Many businesses in the field, in their brand system, Dameisha stores in Shenzhen ranked the front.

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< p > < strong > reporter: has the business changed greatly over the past few years? < /strong > < /p >

< p > Liao Weijie: Generally speaking, Oteri J's tenancy is 2-3 years. Since 2013, many shops have expired.

The original location is small and refined orlies, making high-end clothing.

Since the implementation of the two phase of the project in September 2013, the first phase has also adjusted the category to become more fashionable and fashionable. It has introduced T om m y, Columbia and Europe.

The two phase is mature and internationalized, and has a special area to become an international brand area. Now its brands include C erruti1881, K ent& Curw en, T russardi, V ersace and so on.

Now many shops in the two phase are already being renovated, and at the same time, the proportion of leisure catering will be increased.

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< p > < strong > not only a href= "http://www.91se91.com/news/index_c.asp" > Traffic > /a > convenience, but also not in downtown, /strong > /p >

< p > < strong > reporter: what is the difference between warehouse number 8 and Dameisha outlets? < /strong > < /p >

< p > Liao Weijie: No. 8 warehouse has different characteristics with Dameisha in terms of pportation convenience. The location of No. 8 warehouse is suitable for the business circle covering the bigger outlets.

It is on the edge of Mei Guan expressway, and there are two auxiliary trunk roads, Nanping Expressway and airport expressway.

Two horizontal and vertical traffic network, this also helps to radiate to the surrounding satellite cities.

It is convenient to come from all parts of Shenzhen, Huizhou and Dongguan.

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< p > < strong > reporter: what are the key factors of the location of the outlets? < /strong > /p >

< p > Liao Weijie: the first element of the location of the outlets is "pportation convenience".

At home or abroad, successful orlies can hardly do without a highway, almost all along the highway.

Cities abroad are relatively small. There are usually two or three cities to support an orlis. Therefore, the location of outlets is between the city and the city, making a Oteri J on the side of a highway.

Moreover, the consumers of orlies are mostly buying by self driving mode, and it will be more convenient to pass by the freeway.

At the same time, the characteristics of the outlets industry also decide that it can not be in the busy commercial section.

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< p > < strong > reporter: why? < /strong > /p >

< p > Liao Weijie: I sum up two points: brand does not want to open outlets outside the traditional main price shops, while some international brands are seldom discounted in traditional shopping centers. If you open Oteri J next to them, it will damage the brand image; brand is the people who want to buy orlies goods to pay a certain time cost, which is different from the consumer groups who buy the positive price.

There is a popular saying in our industry: those who buy orlies will buy orlies, and those who buy the price will buy a positive price.

There is no big intersection between them.

At the same time, there are relatively few people who buy the price at the same time and buy orlies.

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< p > second is the cost of rent.

In mature areas, the rental cost is bound to be high.

Business is less prosperous and rents are relatively low.

After all, Oteri J is a sale discount product.

So its profit point will be relatively low.

It hopes to have good control over rents and reduce operating costs, so as to truly help consumers.

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< p > < strong > the more mature the city is, the more market is /strong < < /p >.

< p > < strong > reporter: what line of operation does the outlets have? < /strong > /p >

< p > Liao Weijie: two projects will have differentiated operation.

The eastern coastal tourism market is very large.

Relying on the huge tourism industry, Dameisha relies on tourists and accounts for half of the total consumption.

Otter's positioning is in line with the tourist's appetite.

In overseas outlets, the proportion of tourists is also very large.

In Dameisha, we have targeted national brands, which are very strong in many cities in China, but not necessarily in Shenzhen. The North style women's clothing brand will do well in North China, and it will be worse in Southern China, because the climate and the size of consumers are different.

Dameisha has targeted matching.

The location of customers in warehouse No. 8 is dominated by Shenzhen local white-collar, golden collar and middle class consumer groups, supplemented by Dongguan and Huizhou.

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< p > < strong > reporter: do you think it is a good time to develop the business form of orter in this stage? < /strong > /p >

< p > Liao Weijie: of course.

The more mature a city develops, the higher the consumer's brand awareness is. The higher the average consumption level, the more suitable for the development of orter.

At present, Shenzhen and many other cities in the country are developing rapidly.

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< p > < strong > reporter: is the situation in the whole country very optimistic? < /strong > /p >

< p > Liao Weijie: personal observation, the first domestic outlets in Beijing is the Yansha oorlies of Beijing, which was opened in 2002, and its development is also very fast and steady.

Subsequently, there were more and more Oteri J in different cities.

At present, there are more successful Shanghai Qingpu Oteri J, Beijing's Seth outlets, Tianjin's Florence town and so on, so long as they meet the requirements of the operation of the outlets, the operation is relatively good.

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P > < strong > reporter: have you been able to do it? < /strong > < /p >

< p > Liao Weijie: there is a failure, but it can not be said that it is a question of the outlets.

Known as the world's largest orlies, there are more than 4000 shops in Shanghai near Zhejiang.

At that time, I thought that the main reason was the operation of "real estate" thinking rather than business thinking, and did not respect the development rules and market maturity of the outlets.

The indicators of market maturity include population size, per capita G D P, office supply and private car ownership. These figures are among the best in Shenzhen.

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< p > from the operation point of view, the right place, enough brand discount goods and comfortable shopping environment are the three most important elements for the operation of the outlets.

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< p > < strong > reporter: how large is the commodity discount inside the product? < /strong > < /p >

< p > Liao Weijie: about 3-5 discount.

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