Ole'S Business Capital Is Only A Ticket.

stay business In the environment, as long as there are interests, there is business, in the huge profit margins and the relative blank of the market, Oteri J has attracted the attention of many investors because of his "high-end luxury" image.

As a traditional retail mode, the department store industry has been declining in its sales performance. It has repeatedly exposed the closing shop events. The shopping center and urban complex, which are popular with the city CBD, are accompanied by the reality of the market becoming increasingly saturated and the crisis of homogenization. The prospect is worrying. At the moment, though the development of China is not yet mature in the development of China, but as an imported product, some developers and operators use rich international experience and retail background, and individual orlies not only quickly adapted to the Chinese market, but also formed a strong profitability.

　　 Cheri Oteri As a specialized market, Si pays great attention to the creation of cultural atmosphere and the licensing qualification of luxury brand manufacturers. In a sense, investors with capital have only got "tickets".

　 China's OLE

Some describe orlis as a vibrant "young school" format, and the operation of orlies is not just an investment based on inflation.

Guo Zengli, director of China shopping center industry information center and director of the Development Committee of China shopping union shopping center, thinks that orlies is professional and thematic. It is only based on the highly developed retail industry that it has the conditions for development. When asked about the operation of Mitsui, Guo Zengli said that the retail market in Japan had been subdivided, forming the soil of the outlets. The US Simon positioned high-end luxury goods, and Mitsui located in the middle position.

According to reports, in China, Beijing Seth, Beijing Yansha, Shanghai Bailian, Hongkong, and so on, and other group projects with their own operation experience, out of the Chinese characteristics of the otter Grice mode of operation, forming a difference. They mobilize all kinds of resources to prepare for the battle. China This virgin land "conquests the city". As a clothing brand enterprise, Shanshan Group Co operated with Mitsui, Japan, and designated the third stop of Oteri J's career as Zhengzhou. Coincidentally, the beginning of the national "duplication" of the outlets is also the creation of the Florence town of Wuqing, the Witt group of the famous capital of the capital, and the Italy Fen Gang group, which plans to build 7 Florence towns throughout the country in 2016~2017. After its huge international acquisitions last year, Hongkong's shell industry has recently invested heavily in 17 international cities to attack Oteri J.

In addition, it is noteworthy that faced with the reality of the forced transformation of department stores and the increasingly saturated market of shopping centres, many groups with retail experience began to make profit growth points to outlets. Wangfujing department store announced the launch of a comprehensive strategic transformation. The transformation is no longer based on the traditional department store business model. It will shift the focus of development to the shopping center and Oteri J format. Yuanyang real estate join hands with outlets to locate Changchun net month.

China's Oteri J's survival is pointing to a fact, and many developers of China's "admission ticket" of Oteri J can see that they have already split up.

　 How big is the market space of OLE?

Reporters from the US Outletbound.com website can see the situation of more than 300 outlets and more than 10000 factory stores in the United States, of which about 20 are in Texas, California and Florence. Let's take a look at the relatively late Europe. There are more than 2000 Oteri J in Italy alone. From the land area, the density is amazing. The number of outlets in Britain is no less than 300. France, Germany, Austria, Switzerland, Holland, Belgium and other European countries are also distributed. On the whole, the size of the American outlets is relatively large. European outlets are very concerned about the shopping environment such as architectural style.

After such an investigation, even the reporters lamented that the Chinese outlets were too few. As we all know, the high tax rate and transportation cost in China lead to the high price of luxury goods in China, so it is hard to get rid of the "buying wrong" mentality. However, it is hard for consumers to suppress the temptation of luxury goods. After all, there are many obstacles for young people who have careers to choose overseas shopping. In the case of "leisure, money and mood", orlies of the city or suburb is the best location for them. Because the supply of goods comes from manufacturers, it saves a lot of intermediate links, which can create discounts, and opens a gateway to luxury consumption for the middle class.

"It may throw cold water," Guo Zengli said. "There is no expansion period in foreign markets, which is quite different from China's environment. The development of this model in China should first have a historical view. In such a development environment, Oteri J's model in China still has transitional traces, and different historical periods have different development models.

Guo Zengli said from the meaning of Outlets: "Outlet is the meaning of" cleaning up stock, selling cheap ", and Outlets is a collective noun than a single manufacturer's own outlets. From the interpretation of nouns, we can see that the most important point of Oteri J's original intention is the concept of "manufacturer". Outlets are different from discount stores. They are manufacturers' direct selling centers, because goods come from manufacturers and form discounts, rather than pure discount prices, and some outlets can cooperate with manufacturers to customize special products that meet the preferences of the consumer groups. Such products may not be discounted in their own right, so we can see that discount is not the true meaning of outlets. The operation of the outlets must be supported by suppliers.

In China, though the market capacity is far from saturated, we must see that not all developers have the ability to manage international luxury goods, nor do they have the qualification to authorize goods from factories. The supply of goods is not guaranteed, and the low price is also a problem. Moreover, consumers in the three or four tier cities have limited experience in contact with orter, and are still unfamiliar with this shopping mode, especially for the appearance of "discount" and "low price". Guo Zengli believes that different markets have different degrees of tolerance for the model.

Funds are only tickets.

There is a saying in the industry that primary formats sell products, intermediate formats, sell services, and sell advanced formats. As Guo Zengli said, Oteri J was not associated with luxuries at the beginning of her birth. Instead, it was the "industry standard" that Simon group of orras used to make use of "second hand" brand resources at hand.

According to the Ortles industry standard, led by the outlets of the China Federation of Commerce, the international first-line brand reached 30%, the international second-line brand reached 50%, the general well-known brand reached 70%, and the retail price was less than 40 percent off. The merchandise accounted for not less than 80% of the merchandise sold, and the shopping format was no less than 50%. We will not discuss the basis of this data for the time being. We have to admit that it has the tradition of binding the international and the second-line brands. This will involve a problem. The management of luxury goods is quite different from that of high-grade products and daily goods.

This is why otter's development and operation can not be purely funded. Luxury is a symbol of love, beauty, quality, eternity, humanity, respect, right and so on. It is based on dreams, rarity, taste, art, time and perfection. It is a symbol of customer's own level, which is a luxury item, rather than a social identity that defines a luxury customer.

Reporters in Yintai department store saw more than 130 thousand yuan of diamond ring in Cartire. The jewelry of Cartire and Tiffany is the ultimate dream for some middle-class consumers. It is a pursuit of life style. Consumption behavior has ratcheting effect. Luxury consumption is especially irreversible. Once people taste the sweetness of luxury goods, it is hard to resist its temptation, so the luxury market is a gathering industry of target consumers.

The creation of cultural atmosphere is also focused on more and more luxury brands entering orter. They can not let products rot in the warehouse, but they do not want to lose their customers. For instance, luxury stars never rely on celebrities to improve their appearance, but stars and friends can make some customers more loyal to the brand. So it is often seen that during the brand activities such as Gucci, Prada, Hermes and so on, in order to provide better service for each shopper and control the number of shoppers, shoppers are queuing up like a regular store, and queuing does not allow loyal consumers to leave orlies, instead they get more crazy enthusiasm.

Because luxury lovers can not resist the attraction of brand culture, Oteri J should pay more attention to the cultivation of consumer taste while selling. Oteri J's culture can not be driven by the brute force of money.

A brand that can't fit its body.

Why can't the development and operation of Ortles rely solely on brands? And also look at the consumers' characteristics of shopping at outlets.

According to the relevant person in charge of Florence town in Wuqing, Tianjin, their source type is those customers who are not sensitive to price. They are the new middle class in the city. The monthly income is between 30 thousand and 50 thousand yuan. This group of people also pursue the quality of life and service, and they are loyal to the brand. They have enough disposable income. The new product is not very hot for the new season. Buying a brand of money to buy several products in the outlets is a cost-effective plan for them, which is quite different from the general City discount stores.

Fashion reshaped the seasonal rhythm of urbanization, while the management of luxury goods reshaped the social strata divided by democracy. Nowadays, luxury goods are beginning to take advantage of the management strategy of fashion products, so luxury goods are also being enslaved by time. Statistics show that shoppers tend to go in season, because most of them are target consumers. They have already decided which brands and styles to buy. Most people do not hesitate to buy. This requires the operators of the brands to own the brand, and at the very first time, they can send the products of the "surplus temperature" to them. It is reflected by consumers that a brand product seen in a foreign shop can be purchased in Florence town of Wuqing, Tianjin, 3 months later. This speed is very satisfying to her. Experts pointed out that Oteri J's publicity and promotion in addition to relying on traditional media, word of mouth communication has 40% of the influence.

Moreover, the consideration of brand diversity has become the reason why consumers are keen to go to outlets. The number of famous international outlets is over 200. The United States Woodbury Common Premium Outlets (WCPO) brings together about 260 brands. The number of Clarks Village shops in the United Kingdom is about 250, while the outlets in Bristow, Dartford and Gates hade have more than 300 stores. Euramerican outlets is usually near factory and can guarantee production.