How Long Can Scarce Ole Ole Be Crazy?

"The town of Florence is even more appealing to me." A business executive told the Beijing Business Daily reporter helplessly. In recent months, the frequency of her visit to Florence town has been greatly reduced due to the fact that her favorite brands are not always enough and shelves have not yet been replenished. She is familiar with business operations, and she understands that ole has been "broken" in China.

This is the Lai Fei Bi ole.

The opening of Beijing Tianjin inter city has brought dividends to Wuqing. According to statistics, since the opening of the Florence town on the inter city border, the average number of customers receiving 25 thousand times per day on weekends and holidays has reached 40% of the total number of customers from neighboring cities and provinces such as Beijing and Hebei. This year's "eleven" golden week, Florence town daily passenger flow of 70 thousand people, the average daily sales of 18 million yuan.

Such sales are a result of the envy of many commercial projects in the downturn of retail sales. Ole's popularity has ignited the enthusiasm of developers and retailers. However, in China, the booming industry is not like the quality of OLE in Europe and America. For OLE, the core part is brand resources and brand operation. Zhao Ping, deputy director of the Consumer Economics Research Institute of the Ministry of Commerce, said that ole overseas is usually opened directly by international brands, while domestic ole mostly acts as agents or buying goods. Ole's operational thinking is quite different from that of commercial real estate. The operator must have excellent brand resources and strong business relations with the brand, and be familiar with the operation mode of OLE brand and goods.

Shealer, who often swept goods in the village of BST discount, sighed after returning home. The foreign goods of ole are generally the tail goods that are thrown off by the regular stores. The tail cargo is not entirely old. When the next season's shelves will flow into Olene, a small number of defective products will occasionally appear. There are also some of the defaults in the purchase circle, which differ in quality. Most of these goods are based on basic commodities, and have the same LOGO as big brands, but their materials are obviously different.

On the contrary, because of the limited brand resources, the domestic brand has supported the "half sky" of OLE. In limited international brands, ultra-low discounts reflect the obsolescence of goods. At the same time, because the supply of goods can not keep up with the speed of circulation, there is no time to break the goods.

Scarce pure OLE

Seth ole is one of the few well managed companies in China. Ole brand 。 According to general Qiao Yu, general manager of Beijing, the company has its own advantages compared with others. "For example, we agreed with suppliers that the price of goods should be guaranteed at the lowest price in setole. Some brands can pick up the latest products. Some sports brands can be listed on the 45 day after the new products are listed, which is not done by other distributors."

At present, Set OLE There are more than 200 brands, and this year's sales can reach nearly 2 billion yuan. Qiao Yu said that the brand's high turnover depends on new products and constant brand adjustment. Michael Kors, Marc Jacobs and UGG are newly introduced brands, attracting more young consumer groups through brand adjustment.

Li Jia, general manager of Hongxing Mei Kai Long Business Management Co., Ltd., said that the development of OLE in the real sense of the country is not excessive. The surplus is some commercial projects that are full of abuse and the name of OLE. Li Jia said that after the gradual increase in the consumption power of the middle class, there is still much room for growth in the real sense of OLE. However, according to the particularity of the ole project, the domestic cities that can support the healthy development of ole are relatively limited. At present, it is only suitable for the development of the first tier cities and the developed second tier cities and the surrounding areas.

A senior retailer believes that the ole product line will be very clear, which is directly involved in the brand business, while the domestic market is having problems in the most basic supply and distribution process. The size of OLE is bigger. If the brand and agent do not want to open shop, if the shop is filled with goods, the developers will face greater pressure on the capital.

　　 Big international card Hesitant

Unable to get through the supply channel is a fatal problem for the domestic market. In Qiao Yu's view, the most difficult business before the opening of orlis is investment. A brand has 7-10 stores that can only support an OLE shop. The 10-80 brands of international brands can support an orlis shop.

Last year, more than 60% of the 45 international retailers failed to set up shop targets in China. This is mainly due to difficulties in location selection and "three public" consumer restraining and other reasons, so that most enterprises have postponed their expansion. Survey shows that Prada, Burberry, Gucci and other international brands have not achieved the number of shops. Prada plans to open 7 stores last year, but there are actually only 4 out of them. Burberry has 8 stores, below 11 target level, and Gucci plans to open 10 stores last year, but the actual number of shops is zero.

Zhao Ping said that the international brand is reluctant to enter the market of the ole market in the Chinese market when the shop starts to slow down. For luxury consumption, most Chinese consumers still remain in recognition of LOGO's disregard for culture. If there are too many low price shops, it is bound to hit the premium shops with higher commodity premiums. Qiao Yu believes that to a certain extent, the brand election of orth rice is also critical. Brand positioning partners will consider the background, such as professional management team, understanding of retail industry, and whether they are flickering shareholders or investors.

Agents are maximizing their own interests, and scarce brand resources and real estate developers who are non professionals can only bear this silently. Qiao Yu believes that in the next 5-10 years, there will be an ordot shop closing or a major reorganization. It is revealed that the company is currently in contact with some mergers and acquisitions or powerful alliances. Strong alliance can occupy a larger market and grasp more commodity resources. Those who do not take Oteri J as their main business will be affected once sales are in question. Only professional Oteri J enterprises can persist to the end.