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Battle Of Otles: Unable To Attract Famous International Clothing Brands To Enter

2013/8/5 9:23:00 33

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> when a href= "http://sjfzxm.com/news/index_s.asp" > general merchandise industry < /a > fell into a slowdown of performance and discount war, Oteri J's format emerged in large numbers in China.

from the Beijing Lufthansa group in 2002 to establish China's first outlets, there are more than 200 outlets in the country, and more than 400 discount stores are named after "outlets".

when the department store industry was in the process of slow down and discount war, the a href= "http://sjfzxm.com/news/index_c.asp" > outlets "/a" format appeared in China, and the sales growth rate was far higher than that of the general merchandise department store.

Data show that the sale of a certain orlies store in Guangzhou has been profitable for half a year, including an international first-line brand monthly sales of nearly ten million yuan.

, however, insiders say that in most of the domestic outlets, most of the products still need to rely on domestic brand support, and the stores sell "big card" profit or less than 10%.

"discounted luxury" is not good.

Oteri J has been in the United States for more than 100 years and has been deeply loved by people.

Today, this new form of business is sweeping through China.

it is reported that the commodities in outlets are usually the brand owners who have been over the season in the full price sale, stop production, off shelves, broken gears, broken yards, incomplete varieties, and stock products that can not be sold one or two years ago.

So the price is much cheaper than the market counters, generally 1-5 fold, and are genuine, quality assurance.

This is why more and more people choose to go to outlets to buy famous brand products.

with the improvement of the living standard of Chinese people, more and more people begin to pursue higher level material comforts and begin to use world famous brand products.

With the rapid development of the reform and opening up economy, some special customer groups have been cultivated and differentiated. They like the famous brand goods very much, but they can not get the strength of buying the brand-name goods at full price in terms of economic strength.

For consumers, P offers an opportunity to buy quality products at relatively low prices.

For brand manufacturers, orter not only provides a place to handle surplus goods, but more and more brands believe that orlies expands their market, making products accessible to consumers they could not reach because of low prices.

"P >" otles "came into being at the right moment, with" two brands "of" brand complete "and" low price ".

So far, according to official statistics, China has more than 400 large and small shopping malls named "outlets".

Less than P, however, Oteri J's development in China is not going well.

Public information shows that the first concior city of Qingdao has been reopened after more than a year of operation. Chongqing Windsor outlets has been pformed into a tea store after a year and a half of operation, and Ningbo's outlets have been forced to clear up after a disorderly operation.

in which, "unable to attract famous international products" has become an important reason for these failed stores to survive.

"our project is going to be the outlets, but we can not find the international first-line brand."

A deputy general manager of a real estate project in a city of Shandong lamented that she participated in several industry seminars last year. "Seven or eight of the participants are real estate item company, and the other is the domestic a target=" _blank "href=" http://www.91se91.com/ "> the clothing" /a "brand. It is too difficult to pull the big name" join the club ".

"there are more than 400 outlets in the country.

But at present, there are not many brands of outlets in China.

Oteri J, former general manager of Beijing Yansha friendship mall, pioneered the format of China's business, said Wan Wenying.

and it is understood that as of 2011, the number of outlets in the United States was only 300.

This led to the rapid rise of Oteri J in China and the high coverage rate.

"the introduction of first-line brand is the biggest difficulty for outlets."

Zhang Hang, general manager of Shanghai outlets outlets Direct Marketing Co., Ltd., generally speaking, more than 10 stores can support a Oteri J.

But at present, the products sold by Oteri J are mainly from the stock products of various brands, and there are individual brands which provide products exclusively for outlets, but in general, there are few sources of goods.

because of the low inventory of international luxury brands, Oteri J's bargaining power is often very low.

According to the introduction, the domestic operators of orlies generally earn income by rent plus deduction point. Generally speaking, the rate of deduction of department stores is around 20%, but the rate of Oteri J's deduction is often in single digits.

"the rent guaranteed by outlets is negligible and the minimum deduction can be 5%."

Liu Geng, a retail insider, admitted that "most of the products in the outlets are still supported by domestic brands."

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domestic brand new battlefield .

"in fact, we shop here without making money or even losing money."

Beijing Yansha outlets's business Zhao Nan said so.

as a provincial-level agent for a famous woman's clothing in China, Zhao Nan bought goods from the factory according to 40 percent off standards every year, and once these old goods enter the outlets, they can only be sold at a price of 1-5 or even lower.

"compared with the genuine shop, the discount shop's profit is very low, sometimes even losing money, the rental cost of the center is too high, and the opening shop is not cost-effective."

Zhao Nan said frankly that the reason why she chose oatrice is mainly optimistic about this format: high inventory pressure forced a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > enterprises had to lay down their status. They never welcomed Oteri J's arrival as such: ONLY, VEROMODA's parent subsidiary dress specially set up the "outlets business department", Mark Ed Faye, Jiangnan Buyi, AI Ge and so on also put the goods in the same important position as the sale of genuine products.

although Ortles is becoming a "life-saving straw" for the major clothing brands to clean up inventory, consumers may not be able to buy these clothes that are being cheaply sold.

visit found that there are three buildings on the edge of the East Fourth Ring Road, Beijing, which are divided into ABC blocks and three stories each.

Because the address is close to the suburbs, every brand is decorated independently in the European villa style. It is a rare brand discount shopping center with large space, beautiful environment, comfortable shopping and fresh air.

this has attracted many citizens, especially young women. But after visiting, many people's first reaction is disappointing: many a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > the product is not to mention, the price is not as affordable as expected, there is a big gap with the expected.

"P >" is a discount, but many clothes are not cheap. The key is to look ugly and out of date. It feels like the goods are sold out, even after the discount price is not worth it.

Xiao Wang, who works in China World Trade Center, said that she had recently heard that there were many preferential activities here. She went there to see it and wanted to take advantage of the opportunity to clean up a few bargains, but the result was empty handed.

"It's 1-5 fold, and it can enjoy all kinds of discount. How can it be so expensive?"

"when you look at the new clothes that are gorgeous and look very pleasing, once you put them in a warehouse for two or three years and then sell them, you will find that it has become ugly and pickled."

A clothing manufacturer described the clothes that were in season.

Therefore, he has a cautious attitude towards the fate of these newly opened orlies.

"clothes are not released. Men's wear and sports brand are relatively good. After all, the styles do not change much. Women's clothing is different. Last season's clothing is barely acceptable. If it's for two or three years, it will be difficult for people to feel more cheap.

Coupled with the low impact of online stores, how much inventory can be digested by orter, and can not be overestimated.

He said.

however, Zhao Xin, a clothing dealer, has his own view.

"Orlies is not only a complementary format, but will become a mainstream business format in the future."

He believes that the advantages of low discount and high cost performance are very prominent. Some brands only sell at discount outlets, which often attracts consumers in larger areas.

"the huge traffic flow explains that self driving is the main mode of pportation to the shops. This is because otter is often built in the area far away from the city center, and on the other hand, it shows that the unique mode of operation of orter has formed the attraction for consumers in the surrounding cities."

Zhao Xin said.

as for what exactly is Zhao Xin's most suitable business model, there is no "standard answer".

He feels that different consumer groups in different cities have different consumption habits, consumer culture is different, and brand awareness is different. We must find the most suitable business mode according to local reality.

"P >" the fixed group that sells to auth rice is a person who likes famous brand and cares about price.

In the cities with high awareness of international and domestic brands, the development prospect of this format is also more optimistic.

Zhao Xin said that with the continuous improvement of people's consumption level, shopping is no longer a mere shopping in the street. The experiential shopping environment combined with consumption and leisure has become an important factor to attract consumers.