The Outlets Are Spreading To The Two Or Three Tier Cities.

Under polarization, there will be about 13 orts opening in the country in 2016, and the front is spreading to two or three tier cities.

For all kinds of passion

In particular

For consumers, orter is really a good one.

Location.

In recent years, as a "imported product", orlies has seen a thriving trend in China. Many outlets are everywhere, and are no longer the only few cities that can be seen before.

However, in the face of the new normal economic situation in China, will the orlis become a "dark horse" in the face of the general slowdown in the real economy?

In July 8th, at the fourth China strategic forum for development of ostris, many experts and people in the industry generally believed that the development of China's outlets has entered a new era, and cross-border and regression will become the mainstream of future development.

Polarization is serious.

The "oteris", which was born in the United States, is a Chinese literal plation of the English OUTLETS. The first major selling brands were shelves, over season, broken yards, and factory tail cargo. Later, it gradually formed a large Outlets shopping mall similar to ShoppingMall, and gradually developed into an independent retail format. Therefore, it is also known as "brand direct shopping center" and "brand discount shop".

After hundreds of years of development, today's orlies has become an international famous place. It is an international new leisure shopping mode advocating smarter and rational consumption.

Wan Wenying, honorary president of the China Federation of Commerce and trade, said that the development of China's orlies has been growing rapidly since 2014. Since its first appearance in China in 2002, it has exceeded the development history of Europe and the United States for more than 100 years, despite its development for only a decade or so.

"However, at present, the domestic outlets are not making money, showing a trend of polarization.

Some ole managed very well, and the annual growth rate even reached 34%. However, some ole just hung the name of OLE and did not operate according to the way of OLE. It seems to be unworthy of the name and needs to return to the beginning and find its way of development.

Wan Wenying said.

According to statistics, the total number of OLE in China now has more than 300, but none of them runs well over 10%.

Yan Yanchun, founder of eFuture, believes that the orlies mode is now the engine of big department stores to maintain high growth. Many old department stores have set their sights on this market.

In fact, Ole has become the main direction of pformation of many department stores.

Shanghai Bailian Group is also a typical pformation from general merchandise to ole.

According to the plan announced by Bailian Group, by the end of 2015, the number of outlets outlets would reach 8 to 10, with annual sales ranging from 8 billion yuan to 10 billion yuan.

But in the past two years, the failure of the ole project is not uncommon, and even some claims that ole has been "bad" in China.

Under polarization, there will be about 13 orts opening in the country in 2016, and the front is spreading to two or three tier cities.

Some experts believe that in the past, the stage of land development by ole developers as a concept has been over. At present, many ole are operated by professional retail companies with a retail background. Ole will go through the process of disorderly competition to orderly competition. At that time, market opportunities will belong to those retail companies with comprehensive capabilities.

Cross boundary development into a trend

Yuan Zelu, general manager of Beijing's first outlets, said that in the face of the impact of the electricity supplier, the real economy should not neglect its own advantages.

"The essential difference between entity and electricity supplier is experience. Oteri J not only needs to work hard on the brand and quality of products, but also how to give consumers a better experience is the direction we should strive for. Innovation and characteristic operation will be the key to the breakthrough of Les's competition."

Yuan Zelu believes that the market is innovative rather than research, "our current innovation is the opening of the new era of" micro tourism ".

He said, "we believe that the" micro tourism "is the" commercial real estate + lifestyle + short distance travel "mode.

Now that most of otlis are in the suburbs, we can use this feature to make Oteri J a destination for a one day consumer, combining short-term vacation with shopping consumption to improve the sense of consumer experience. "

Beijing Fangshan's first oratles built its "micro landscape" as its distinguishing feature.

"Combining landscape with otter is a kind of crossover.

Our micro landscape is charged by the head, but tickets are not expensive, and the surrounding facilities are very complete, and the shopping center is open, consumers can spend time in the family.

The combination of entertainment facilities and shopping centers is not uncommon. The most famous one is Ferris wheel.

But Shi Mingzhong, general manager of Ji'nan sea international outlets, believes that the application of Ferris wheel is not blind.

"Our orlies once wanted to build a Ferris wheel, but after checking it out, the investment was so great that it finally gave up the proposal.

This does not mean that we have abandoned the combination with entertainment facilities. We have bought trams on the side of outlets, and are widely praised by consumers. They like this retro feeling very much and have much less investment and maintenance than Ferris wheel.

He pointed out that in terms of entertainment facilities, orter should consider his actual situation better, and better use his advantages and refuse to blindly follow suit.

Shi Mingzhong also pointed out that a lot of outlets now like to combine with the catering format, and have a large number of trends in the introduction of food and beverage formats. "But not all outlets are suitable for a large number of catering formats."

He said, "if there are a large number of basic passenger outlets at outlets, such as the center of the city, a large number of restaurants can complement each other, which will become a win-win situation.

If it is located in the suburbs or the location is very remote, the introduction of large quantities of food and beverage needs to be more careful.

In addition, in the face of the rise of new consumer groups, Oteri J can not rely on the traditional mode to "fight for the world".

Yan Yanchun pointed out that we can grasp the market after 90% of the consumer groups.

"Now 90 has become a new consumer body, their consumption characteristics are reflected in the three aspects of brand loyalty, health pursuit and family time.

Moreover, the group after 90 is willing to spend money in advance, paying for the likes, which is different from the previous consumers.

In view of this group, the outlets can not only focus on the traditional top brands, but should pay more attention to personalized niche brands, and strengthen the combination of online and offline businesses.

Shi Mingzhong still holds a very optimistic attitude towards the future development of orter. He thinks that orlet is not only a commodity but also a business mode. The next ten years will be the gold of orlis for ten years.