Can The Performance Myth Of The Commercial Black Horse Outlets Continue?

How long can a black horse be able to get fired?

Last year, the top ten shopping centers operating income increased by 0.5% over the same period last year.

Like a black horse to kill the siege: the top ten outlets in the country increased by 21.3% over the same period last year.

In the doldrums of the retail market, 90% of the companies listed in the ole TOP10 list maintained double-digit performance growth, and the sales volume in the first camp exceeded 1 billion yuan, of which 4 were over 2 billion yuan.

No doubt, this report card has become a highlight of China's retail market last year.

How will the ole in China go through several years of wind and rain baptism? How long can this "fire" burn under the plagued problems of brand homogenization and price war?

All over the country blossom

In recent years, although the traditional retail department store market has been depressed, Oteri J's development has been very prosperous.

World class orlies developers or professional operators have landed in China, and even have a trend of great leap forward.

In January this year, the town of Shanghai, a small town in Florence, invested 1 billion 500 million yuan to announce the opening of the orlis high profile. Its top executives revealed that by 2017, the town of Florence will expand to 7 Oteri J in China.

In Nanjing, two outlets have been added since 2015. In January 20th, Nanjing East pure American outlets officially opened the door. In January 30th, Oteri J, the "sand boat" in Jiangning, began trial business.

Recently, the "orange factory" operated by WOOJIN, Korea's largest service retailer, has also announced its entry into the Chinese market and is preparing for its opening in Beijing.

Reporters learned that Oteri J also known as the "brand direct shopping center", refers to the sale of brand names over the season, off shelves, broken yards of the commodity store consisting of retail formats.

As a luxury discount format, Oteri J's overseas development is very mature. An indispensable item for Chinese tourists to travel overseas is to arrange shopping overseas.

In recent years, orter has entered the Chinese market in a big way. In 2013, orter opened or built and planned more than 500 projects, surpassing Oteri J's birthplace.

However, by 2014, due to the fast pace of development and the survival of the fittest in the market, the orbits project in China has been reduced to about 400.

It is understood that the domestic outlets projects are mainly distributed in economically developed cities and municipalities directly under the central government of 19 provinces, which basically cover the provinces and cities with developed coastal and inland economies, involving 13 urban agglomerations.

Recently, it has also declared that the Korean orange factory in China is the largest in Korea.

Retail companies is also the largest SPA enterprise in Korea.

Up to now, it has successfully opened 73 self operated stores in South Korea, with 1100 employees and 235 billion retail sales in 2014.

Why did you choose to open a shop in Beijing? The president of the orange factory was interviewed in an interview with the China Daily News. "We are optimistic about China's market."

The whole phase also indicates that the strategic partner of the orange factory in Korea is China Huarong Asset Management (Hongkong) Limited by Share Ltd, and the investor Shenzhen Tiancheng Heshun Equity Fund Management Co., Ltd. is a strong shareholder. It has rich and successful financial operation experience and capital management capability.

"The contract period between us is 10 years."

With the introduction of the whole phase, the investment between China and South Korea's partners is about 1 billion yuan. As a capital for entering the Chinese market, the project is located in the "legend life square" of sunshine Fortune Tower, CBD Central District, Beijing, covering an area of 20000 square meters and a business area of 10000 square meters.

At present, Beijing has formed the four big outlets pattern, namely the Jingdong area's Yansha orlies, the north of Beijing's Seth, Aspray J Oteri J, and Fangshan's first creation of Oteri J.

The entry of the oranges factory in South Korea will make the market competition in Beijing more intense.

Industry experts predict that from 2013 to 2015, the domestic projects will reach the peak period of operation, and the average volume of commercial buildings will steadily increase. Overseas operators will increase their investment projects in China.

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Heavy encirclement in cold winter

Recently, a survey shows that the department stores in China are

Under the interference, we are facing the cold winter. The location of high-end shopping malls is very serious.

In this unfavorable environment, Oteri J has broken through in sales performance.

In 2014, the top ten shopping centers operating income increased by 0.5% over the same period last year, while the top ten outlets in the same period increased by 21.3% over the same period last year.

According to the statistics of the ole field, Shanghai Qingpu Bailian rice outlets, Beijing Yansha orlies and Florence towns ranked three in the top 4 billion 1 million, 3 billion 800 million yuan and 2 billion 270 million yuan respectively.

After sorting out, Ole, who runs many outstanding businesses, has some common characteristics, such as world brand collection, pure brand lineage, high quality, super low price and convenient pportation.

Apart from the obvious advantages of commodities, it can also satisfy consumers' one-stop shopping needs.

RET Rui Yide reported that the average number of luxury brands sold in the top ten of sales was 12.2%, far above the average of outlets.

Shanghai Bailian's outlets is the top selling point of the national outlets. Its luxury brands account for about 1/6 of the total brand. The average operating income of luxury stores is 3000 to 50 million yuan per year, and the annual business income is 40% of the total sales, which has a clear pull effect on the sales of the whole outlets.

From the point of view of brand span, the top ten sales of the outlets are all included in the retail level from high-end to middle and low end brands, and are also very rich in retail category.

11 categories: shoes, underwear, children's toys, cosmetics, watch glasses, home textiles, sports equipment, digital electronics, gold jewelry, tobacco and wine.

The layout of the whole category can not only satisfy the consumption needs of different categories, but also increase the customers' shopping intention and promote the potential consumption demand.

Beijing opened in 2013 to become a dark horse in the industry.

In less than two years, its business performance leaped from 400 million yuan to 1 billion yuan.

Yuan Zelu, general manager of Beijing's first outlets, said in an interview with the China Commercial Daily reporter that the first product of orter's brand sales was 80% for seasonal products and 20% for new products.

Brands should try to maintain a discount of 60% to 1 to 50 percent off.

In addition, Oteri J has 23 unique brands and 34 flagship brands in North China.

Investment risk appears

Despite the fact that a large number of retailers and developers are moving forward, they are keen on the outlets mode.

Some people are worried that Oteri J is not developing surplus. Data show that many of Oteri J's projects are not satisfactory, and some are delayed or even closed because of difficulties in investment or other reasons.

"The operation of the outlets is not as easy as it imagined."

Qiao Yu, general manager of Seth outlets, Beijing believes that many other aspects of site selection, investment promotion and post operation are still facing challenges.

Once the site is in question, it will be faced with the risk of being wasted.

The difficulty of attracting investment lies in the lack of investment ability of some outlets, which can not attract a large number of brands. Even if the international brands are recruited, there will be many problems such as styles and so on, resulting in their business performance is not satisfactory.

According to Zhao Ping, deputy director of the Consumer Economics Research Department of the Ministry of Commerce, overseas outlets are usually opened directly by international brands, while domestic outlets are mostly agents or buying models. Business thinking is quite different from commercial real estate. Operators must have excellent brand resources and business contacts with brands, and are familiar with the operation mode of brands and products.

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.

For some of the challengers who lack brand resources and have short boards in operation, Oteri J is a very risky venture.

It is understood that international brands have strict requirements for the expansion of stores in the shops and outlets. The average ten stores can support an atrice store.

At present, there are 400 Oteri J shopping centers throughout the country. There are not enough people.

There are many cases of business failure due to insufficient brand investment.

For example, when Beijing's vitality Oriental orient started its business, it focused on international brands such as GUCCI, Prada and Dior. Its daily sales volume exceeded 6 million yuan, but consumers soon discovered that their brands were mostly unknown local brands. They simply could not afford to open stores or counters in high-end department stores.

The LOGO of GUCCI and Prada only appeared on the sunglasses counters. In fact, only a distributor was introduced.

Experts pointed out that the development of orbits in the real sense of the country is not excessive. The surplus is some commercial projects that are full of abuse and under the banner of OLE.

Qiao Yu predicts that in the next 5 to 10 years, there may be an ordot shop closing or a major reorganization.

Only professional Oteri J enterprises can persist to the end.

Finding a breakthrough

"According to the different components of the consumption entities in China's cities, Oteri J's positioning and development will also be different."

RET Shi Jin, chief analyst of China commercial real estate research center, said that Shanghai, Beijing and so on are China.

Capital city, the future construction of outlets will turn to fashion positioning, giving birth to more European, Chinese Hongkong type small high-end Oteri J.

The two or three tier cities pay more attention to the development of local and provincial family needs, and family consumption is represented by Japan and North America.