Why Is Oteri J Cheap? 99% Chinese Do Not Know.

Despite China's

It's more hype than the real Ole, and the real ole is only about more than 20. But going to outlets is just the best way for new people to spend their holidays.

Outlets are big brands, but they are much cheaper than stores. What's the trick?

"Return home to send gifts, go to Woodbury Outlets."

This is a must for many Chinese friends now when they arrive in New York.

Just like when I first moved to America in 1990s, I was taken by my early friends to two places to see the face of Capitalism: one is the Atlantic gambling city, the other is called outlets.

At that time, I really thought outlets was a place name. Later, I realized that it was actually a business mode. Friends explained that it was "factory outlet store" and things were the same as those on Manhattan island.

The price is much cheaper.

This sounds exciting and enjoyable.

Such stores are usually not far from the highways, the traffic is convenient, or in the valley, or on the gentle slope, the air is fresh, the ground is open, the houses of the same style as villas are arranged in staggered arrangement, from the walking street, like a beautiful town.

Outlets is the easiest way to buy a gift.

Especially after the new century, all the world's most popular European brands poured in. The outlets day always ended up with big shopping bags with big logo and large size. It was already sleepy and tired by the fatigue and excitement of the return car. It was also thought that these gifts would be sent to the smiling faces of friends on the other side's face, and they would immediately make fun of paying only half of the five Avenue silver.

This is really a wonderful business model, and the psychotherapeutic effect of shopping can always be outlets.

Businesses are also happy, because the average distance between stores and towns is usually 30~80 miles, and at least 54 minutes to drive, which is said to be scientifically calculated, so they encounter every day tourists who are easy to come, not to buy or how to be reconciled, and do not bother to bother because they will not return to the mountains and rivers even if they are not satisfied.

On the first trip to outlets, I bought a khaki Polo jacket at a price of $more than 50, which is at least half cheaper than the same jacket in the flagship store of Ralph Lauren, Fifth Avenue, Manhattan.

At that time, although poor students, can see such a good deal can not help but move.

Just that jacket bought home, I hesitated again, so I took the regular store on Fifth Avenue to retire.

I don't think so. The customer service officer looked at it and said, "do you buy it from outlets?" I was very surprised at his eyesight. He hesitated repeatedly, as if unwilling to hurt my self-esteem. But he took a jacket from a shop and explained to me, "you can see by comparison that our jacket and outlets are different."

Really? I asked rhetorical questions, didn't outlets sell the same thing as regular shops as advertised, just because there was no intermediate link and the price was low?

This question quickly came back from my work.

The first company I worked for was a hundred years old lingerie brand Maidenform. The main order was cotton embroidered pajamas.

But after the first season, I searched all over the island department store and did not find my design.

Ask the boss to know that our pajamas were sold only in Maidenform outlets, that is to say, they will not appear in the regular shop.

Outlets is really not "factory direct sale".

A few years later, I entered a family for an underwear in New York.

A company that provides design and production.

The designer often brings cooperation projects designed for Saks Fifth Avenue outlets.

She usually has the following requirements for this set of designs: to sell her to Saks Fifth Avenue department store's design, that is, from color to material, it has the recognition degree of the seasonal brand, but it can not be exactly the same; and more importantly, the retail price is cheaper.

All in all, she wants to make outlets customers identify her brand and stimulate her desire to buy because of low prices.

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So this is the truth of outlets.

It has parallel purchase procedures with regular stores, and has little to do with "direct selling". Therefore, when we see some influential Chinese websites, it is defined as "shopping centers in retail business, which refer exclusively to stores that sell brand names over the seasons, shelves and yards, so they are also called" brand direct shopping centers ". I know this is not true.

Although I do occasionally sell a small quantity of regular stores, for example, I have scouring a Ralph Lauren purple leather jacket at 1/8 of the price, but most of the goods on its shelves are bought by independent buyers through the outlets standard.

It is more straightforward to say that the big selling of outlets is lower than that of the five Avenue, so the price is also low. The big name bought at outlets can not be returned at the big five Avenue store because it is different from the five Avenue big shop.

A friend of mine heard that I was going to write outlets, shaking my head and asking, what's the point? Some people just like those big logo, no matter what the truth is, they will still persist. As long as there is such a persistence, outlets will have the soil of existence.

That's a good idea.

But everyone has the right to know the truth and the freedom to choose the truth.

The truth of Outlets is not only the truth of outlets, but also the truth of consumer psychology. It is the truth of global luxury brands, that is, the truth of capital operation market.

According to outlets researchers, outlets was originally a direct selling entity in the US. The first batch appeared in 1930s, mainly selling products with damaged or backlog to its employees at below market prices.

In 1974, Vanity Fair discovered business opportunities, gathered a number of direct selling stores, and opened the first Oteri J sales center in Pennsylvania.

At first, its nature did not change, and it was still factory direct selling.

This business model is very popular. In the process of expansion, stores demand more and more goods. Factories overstock or regular brand stores can't supply goods at all seasons and broken yards. Therefore, buying products that meet the standards of store prices through the supply channels quietly become a climate, but outside the capitalists do not want to burst the window paper.

Seventeen when I first arrived in New York eight years ago, there were only local brands in the outlets store nearby, and Coach and Calvin Klein were great roles. Nike, Ann Taylor, J.Crew, Gap and other mid-range goods definitely occupied the world.

Until the turn of the new century, European brands began to pour in.

This is exactly the basic rhythm of the "democratization revival" of the global luxury brands. This democratization has been interpreted by some European consortia as giving everyone the right to enjoy luxuries.

They bought or embezzled almost all the old family style small workshops in Europe, and then through various marketing methods, they achieved the unprecedented benefits of multi-level and even low-level luxury goods industry.

It has to be said that the outlets stores in the US really provide a good place for such democratization. It uses commercial psychology to play commercial games with people's love of famous brands and the advantages of being cheap. It helps these big conglomerates easily occupy the market that should belong to more small and medium sized companies.

However, the market is so large that the more space we occupy by the more striking logo, we can enjoy it.

The freedom of letting a hundred flowers bloom is more sacrificed, and the ultimate sacrifice is actually ourselves.

It is the old family style workshop that we have left in Europe that has lost the independence, individuality and quality that they have always been adhering to. So we can only enjoy the same, monotonous and mediocrity. We have compressed the living space of many independent designers and craftsmen to almost zero, so we no longer have the chance to touch innovation and even perceive the ability of innovation.

When the luxury brands are going downhill, the local mid-range brands will inevitably become garbage. No matter producers or consumers, we can only live in more and more garbage dumps.

However, one truth is always accompanied by another truth: when you walk from a senior club to a market, and you can see the famous brand bag with the same logo everywhere, the game of capitalists is not far away from being broken down.