The Prospect Of High Profile Orlis In China Is Expected.

These days, all the subway stations in Shanghai are able to see the opening advertisement of Florence small town. This investment is 1 billion 500 million yuan, and only 2 stations away from the Chuansha subway station in Shanghai's Disney project, the Florence town town outlets launched a high-profile announcement in January 22nd. According to his senior officials, by 2017, Florence town will expand to 7 Oteri J in China. Reporters interviewed learned that, because Chinese customers' enthusiasm for consumption of international brand goods attracted the investment of overseas businessmen, but because of their late start in overseas markets, China's Oteri J format was still not mature enough, and the quality and popularity of goods varied. Oteri J's status in China faced many challenges.

RDM Asia as the operator, owns the Florence town brand, RDM chairman and chief executive officer, told reporters that Florence town has opened a Oteri J in the northern market, which opened in Shanghai, China is the second, because the joint venture company has raised about 1 billion U.S. dollars, so it plans to 2017, Florence town to expand to 7 outlets in China, the site includes Qingdao, Guangzhou, Wuhan, Chengdu and other areas.

According to the data from the opening of the first Florence town in China since 2011, by the end of 2014, the total number of tourists in the town has exceeded 10 million, and the turnover is more than 5 billion 500 million yuan. According to the data, the small town of Florence in Shanghai today should be expected to reach 5 million passengers and 3 billion ~35 billion yuan in 1 years, and Shanghai and Disney projects should attract more tourists. Mo Yabo said.

Reporters learned in the interview that Oteri J, as a luxury discount format, is very mature in overseas development, especially in the United States, through building an independent building mode, building an overall small town discount shopping concept. A large number of tourists will pour into the outlets. Over the past few years, due to the warming of Chinese tourists to overseas tourism, more tourists have been shopping overseas in order to buy cheap international brand goods. The per capita consumption of tens of thousands of yuan is "commonplace". Strong consumption power has led retailers to invest their eyes in the Chinese market. Before the town of Florence, the fox city in Switzerland has landed in the Chinese market, and the local industry is not idle. 100 contacts in Shanghai Qingpu to build orlies.

"However, the Ortles project is not as easy to manage as imagined. First of all, site selection. Oteri J, as a discount format, must be built in the suburbs, otherwise it will conflict with the downtown brand stores. Once conflicts occur, the outlets will not be able to get the supply. Authorized dealer We must first ensure the profit of the price store. This forced him to open in the suburbs. However, overseas land is relatively loose, and most of the customers are driving. China's land acquisition is not simple, and the cost is huge. The area of orter is very large, which further increases the difficulty and cost of site selection. The proportion of self driving of Chinese guests is far less than that of overseas guests, which will also lose part of their customers. Oteri J, a senior retail expert who has long been engaged in Oteri J's format, has analyzed.

For example, Bailian's Qingpu outlets project, though freeway can be reached, has to drive and seldom drive to the city. Located close to Pudong The town of Shanghai Florence has noticed this, so it is planning to introduce metro station to otter Les's shuttle bus service to introduce pedestrian flow.

Besides site selection, investment is another big "pain" of outlets. Some of China's outlets project lacks the ability to attract investment, and some projects will lack a large number of brands. After a local Fox town project in Shanghai, there was almost no international brand appearance, which also led to its unsatisfactory business.

"Even if we recruit international brands, there will be problems of style, though. Outlet It is indeed the sale of seasonal goods, but there will be relatively new ones, and some brands have only sub brands for Ortles, such as COACH, which are only new products for only the outlets of the outlets. Unfortunately, these supply channels are not yet fully developed in China, and the goods that are too old in the local outlets can not attract young customers. Those young customers will still go shopping overseas. Ding Haozhou frankly said that the overseas brand investment ability will be stronger, but it must pay attention to brand awareness. Before that, there was a city located in Shanghai. It recruited most of the famous brands in the international market but did not have a reputation in the Chinese consumer group. This also made its business miserable. After all, Chinese consumers are not mature enough, and more Chinese consumers still stay in the stage of brand consumption with popularity.

In addition, the cottage problem has been plaguing China's Oteri J management, after the local "Fox city" and the Swiss "Fox city" entangled in the economic lawsuit for many years.

Of course, there are also opportunities for Oteri J's format in China. Prior to the opening of the town of Florence in Shanghai, the British group has decided to invest in the Pudong area, because it combined with the Shanghai Disney project. Disney is a "commercial myth" that leverages many industries by relying on a fulcrum. Therefore, by the radiation of tourists from the Disney project, the town of Tai, Florence or other businesses may be able to "get a slice of it".