China'S OLE TOP10 List Was Mixed In 2014.

Two level differentiation

After the department stores entered the low tide period, the shopping center and Oteri J format started a crazy development mode.

In the market downturn, the 90% list companies maintained double-digit performance growth, according to the TOP10 list.

According to the statistics of the orlie industry professional media, the Shanghai Qingpu Bailian rice Plaza, Beijing Yansha Oteri J and Florence towns ranked three in the top 4 billion 1 million, 3 billion 800 million yuan and 2 billion 270 million yuan respectively.

In the first camp of outlets, sales exceeded 1 billion yuan, of which more than 2 billion were 4.

However, as the pace of development is too fast, there is no infinite scenery in the field of outlets.

At present, there are more than 250 orbits projects in China.

Among them, the number of projects planned or under construction has reached a record high of more than 100, but only about 1/25 can enter the market smoothly.

There are only a few shops that delay opening or close to business, and few brands of orter brands have entered the growth stage. Strong brand resources and specialized operation have become the key to ole's success.

If we take the famous brand + discount mode abroad, most of the domestic outlets can hardly be called the real ole.

Hot orlies sparked the enthusiasm of developers and retailers, but in the core of brand resources and operation, most orlie operations were far from ideal.

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.

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.

In the view of a business expert, there is no excess in the real sense of the development of OLE in the country. The surplus is a number of commercial projects that are full of abuse and the name of OLE.

Unable to get through the supply channel is a fatal problem for the domestic market.

In the view of general manager Qiao Yu of Beijing, 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,

First of all, orter became a dark horse in the ole world.

Over the past year, business performance has leaped from 400 million yuan to 1 billion yuan.

Of the 248 shops, 40% sold more than 5 million yuan, and 15% more than ten million yuan.

Among them, the COACH sales area of 120 square meters is 60 million yuan, and Ping efficiency ranks among the forefront of the domestic ole store.

Talking about the initial investment in the project to the future operation, Yuan Zelu, general manager of Beijing's first outlets, said that at the beginning, many suppliers showed hesitant attitude, resulting in the first phase of the project investment was not ideal.

Yuan Zelu came up with a way to combine the operational thinking of the shopping center with the business mode of the outlets, and build it into an "Otley complex", and now ole is just a main store in the body.

After sorting out the train of thought, the first development of orteis has entered a profitable stage, and nearly 70 stores were opened last year.

In Qiao Yu's view, in the next 5-10 years, there will be outlets or 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.