Hangzhou'S Sand Boat, Orris Becomes A "Business Model" Upstream.

From the first half of this year's report issued by major department stores and shopping centers in Hangzhou, there were few "year-on-year increases", and more "year-on-year decline", and the figure fell to two digits.

However, there is only one department store, which has increased 22.5% from 1 to August this year.

This department store is located in the Qianjiang new town's sand boat, orter, which is different from other department stores in terms of its attributes. The commercial form, which was once thought to grow in "cracks", has gained enormous development momentum in the most difficult year of retailing.

Therefore, many people focus on the sand boat austles, and look at the growth rules of Oteri J's "business model".

Two digit performance growth, "spike" main city department store

A few years ago, when department stores were popular, no one was concerned about the development of factory stores such as outlets. This year, Hangzhou's main city department store's first half year performance report was exposed. Surprisingly, the fastest growth was Oteri J, a sand boat in Qianjiang new town.

"In 2013, the sand boat completed 3 hundred million of its sales. Just now, the performance has increased by 22.5% from 1 to August this year."

Wang Hui, the head of the otter boat of the sand boat, said.

Since the opening of the Hangzhou sand boat, sales have been growing at an annual rate of almost 1 hundred million. At the same time, the number of VIP is increasing at a geometric rate.

At present, the sand boat has 82 thousand members, and 67 thousand members have sales records, accounting for 81.7%.

"Major surgery" on leisure and children's wear products.

In the face of other stores selling billions of stores, Oteri J has been considered to be growing in "cracks". Although figures do not lie, behind the "two digit" growth, it is a round of adjustment plan supporting it.

"This year, sales of leisure sports increased by 42%, and children's wear increased by 35%. Therefore, leisure and children's clothing have also become the focus of our adjustment."

Wang Hui said.

"I also divide the sand boat leisure into 6 categories: urban leisure, cowboy leisure, trend leisure, youth leisure, sports and leisure and outdoor leisure, concentrated in the sand boat's Silver Street, hunting street, and fairy street."

Leisure products cover a wide range of customers, especially cowboys, which Wang Hui calls "sun not to drop commodities", and dare to make such subdivision on leisure products, which is also the first creation of department stores.

This year,

A few famous people with high popularity.

Together, we have opened the largest cowboy integrated store in Hangzhou.

Among them, Levi's opened as the largest in East China.

In addition, children's wear has always been one of the best selling products of sand boats.

This year, the sand ship otres doubled the children's clothing area. In October 1st, the Korean clothing group's children's clothing brand paw in paw children's life museum will be opened, also a "national first".

In addition to commodities, the sand boat oatrice is also constantly introducing new restaurants, coupled with the original commercial facilities such as theaters. "Family consumption" has naturally become its main consumer group.

Many people think that Oteri J is a large special store. Will anyone pay for the goods in season? Will the sales of several hundred million dollars become a big climate in the future?

There are also department stores who believe that Oteri J will be a unique "business model" in the retail circle in the next ten years. At the moment, Hangzhou Tower and Hangzhou Jie Bai Department stores all have the idea of setting up the outlets.

"There's not a lot of outlets in every city, although good brands also have stock products, but inventory products are always limited."

Wang Hui thinks.

This limitation also determines that Oteri J may not satisfy every guest when he sells products.

Maybe the style you like today will not be replenish after tomorrow's sale. Occasionally, a good 1-2 discount will also be needed.

However, in the context of sluggish sales and sluggish retail sales, Oteri J's high performance price ratio is in line with people's more sensitive consumer psychology, creating a unique phenomenon of counter trend growth.

"In my view, orter is not going to challenge other department stores. It is the best channel for the brand to solve the capital chain and digest inventory products. The sales of all outlets will average 1-5 fold, and some international high-end products will not exceed 30 percent off. If we can pick a satisfactory style on this basis, it will also be a very good shopping way for consumers."

Wang Hui said that with his experience in retailing for 16 years, he could indeed become the "nugget year" of orlis in the next few years.