Guangzhou Department Store Has A Strong Traffic Flow In The Outlets.

In the past two years, the overall sales growth of domestic retail industry has been growing lacklackless, and the impact of electricity providers on traditional businesses has increased. In the cold winter of retail industry, Oteri J's performance has surprised many retailers. Department stores, real estate, finance and other people tried to test the water outlets. For a while, the disorder development also made the industry chaos.

In 2013, Tianhe City Department Store Baiyun store, modern department store Beijing Road store, Guangzhou friendship era store, three department stores in Guangzhou have been transformed into outlets, making Guangzhou's outlets rapidly expanding.

However, as an imported product, Oteri J's development is unbalanced because of the different commercial ecological environment. In the process of localization, problems such as development and construction, product structure and brand operation are constantly accumulating. What kind of effect will the Department Store transition to orlies bring into the market? This has become the focus of the industry.

Recently, reporters visited the Guangzhou department store after the transformation of the outlets, explore its operation characteristics and current situation.

　　 Guangzhou Capacity expansion

In 2002, orter first entered the Chinese market. After 11 years of development, its concept began to be gradually accepted by consumers. According to incomplete statistics, there are nearly 100 outlets in the country. Although orter is everywhere, the quality of the outlets is less than 20%, and there are many failures and closures.

On May 1, last year, the Baiyun New Town store of Tianhe City was transformed from the boutique department store to the oris brand discount shop. In September 13th, the Beijing department store of the modern department store transformed into outlets after three major adjustments. In November 30th, the Guangzhou friendship era transformed the outlets, becoming the only outlets of the Tianhe business circle. With the transformation of three department stores to outlets, Guangzhou's outlets have expanded rapidly.

Reporters learned that Guangzhou's outlets include Hai Ying and another city, Oteri J, three Tianhe City department store outlets, as well as friendship outlets, Modern Oteri J.

It is reported that Guangzhou's earliest OUTLETS format is Tianhe City Department Store Tianhe City store 7 floor discount shop, through the discount of seasonal merchandise, so that the localization of otris prototype highlights. In the Guangzhou orter's formation, Oteri J, the world's first in Guangzhou, was the first independent Otter in Guangzhou.

Tianhe department store has three outlets in Guangzhou, Huambo famous brand discount shop, Austrian oris brand discount shop, and the new famous brand discount shop in Baiyun New Town, while the famous brand discount shop in Foshan, Nanhai Financial City, is expected to open this year.

However, the most high-end of Guangzhou outlets is Panyu sea seal and another city. In the 60 thousand square meter business area, it owns the first discount shop in GUCCI, and the only discount store in Southern China, such as BURBERRY and ARMANI. Its trial business in April 2012 is Southern China's first international luxury discount shop.

"In the context of the depressed business environment, coupled with the coveted and effective market segmentation and embezzlement of the traditional business, many of the traditional department store shopping centers in China are running smaller and smaller, unable to carry the impact and pressure on them, trying to find a way out and turn it into a so-called city outlets." Zheng Yuanlai, general manager of outlets outlets in Western Chongqing, said.

　　 Business circle crowd is not high.

Guangzhou three Department store transformation Outlets of the outlets are located in the core business circle or sub business circle of the city. The modern outlets are located in the Beijing Road business circle. The friendship outlets are located in Tianhe business circle.

These stores, through the transformation of outlets, operate in a wrong position with department stores in their business circles, and strive to occupy a seat in the business circle.

Shi Mingzhong, general manager of Nanjing Golden Eagle Olle City, said: "at present, there are more chaos in China. Like the general merchandise industry, small and low location department stores are also department stores and are not strictly defined. If some enterprises want to get involved in OLE, first of all, they need to have good investment operation ability. Secondly, choosing the location of operation is also very important, and it needs to meet the characteristics of the outlets location, not any place is suitable for the operation of the outlets.

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As we all know, Beijing Road, Guangzhou, is the busiest commercial street and tourist attraction in Guangzhou. It brings together a large number of famous brand stores in China.

Modern outlets Beijing road is located in Guangming square. Since its trial industry in September 21, 2012, it has been positioned as a fashionable youth department store. Subsequently, it has strengthened brand investment and made fashion department stores, and then adjusted to the current outlets. There are three major adjustments in a year and a half.

When interviewed by reporters, it was found that the types of shops operated by modern outlets were chaotic, and most of the products were two or three brands in the country. They were in the middle and low grade from the shopping environment, layout design and product display. Among them, the consumption group is mainly tourists, students and white-collar workers, and some family consumption groups.

Thanks to the prosperity of Beijing Road business circle, the first floor of modern otlles is the most concentrated place of the crowd. The reporter made statistics on the flow of people, and about 30 people passed the passage in 1 minutes, and with the end of the lunch hour, the consumption crowd is gradually increasing. But when the reporter went upstairs, he found that the passenger flow gradually diminishing, to the fifth level, there were only a few consumers.

"People on the first floor are more popular, and there are two doors that can be used. But many people do not know how to get on the elevator, so there are not many people on it." The service staff of a shop said.

　　 Where is the big international card?

"Brand" and "discount" are Outlet The key to the introduction of international brands and the combination of domestic brands is the core of the competitiveness of outlets.

"At present, the international brands entering the country are very limited, but there are not many good performances in the ole market. In the face of the emergence and disorderly development of the outlets, the international brand as the soul of the outlets is particularly important." Zheng Yuanlai said.

In November 30th last year, friendship orlies opened, and it has only been more than a month since then. Recently, the reporter visited the business network to find out that the shopping environment belongs to the middle grade. However, there is no case of the "passenger flow differentiation" of modern Olympic outlets, and its overall passenger flow is stable, and customers can be seen in the corridors on all floors.

"Products are mainly wearable, including men and women's clothing, footwear, leather goods, bedding, children's wear, sporting goods, glasses, etc., covering over one hundred and fifty domestic front-line and international second-line brands. Basically, the supply of domestic brands is mainly brand oriented, and can achieve factory connection supply. " Friendship auris related responsible person said.

It is reported that the brands of friendship outlets include Ashworth, BOSSSUNWEN, VASTO, Be Meleven, LUKADILONG, Ferrante, V.E.DELURE, KALTENDIN, Wolsey, STONNIE, MARCELEOFINO, Saint Baolong, DEICAE, etc. most of them are domestic and international brands, while the international brands are hard to see.

The white cloud new town orlies brand discount shop has its own brands including Navigare (little sailboat), Beverly Paul, Meleven, jazz Danny, Wordsworth, Nike, Adidas, Columbia, Lining, playboy, lesaunda, Daphne, Vagedon, BELLE, buddy, etc., and similar to the brand of friendship orlies.

"At the present stage, in the consumer's mind, the domestic second line is also a famous brand, and its local fans and sales performance even exceed the international brand, and can provide more abundant low price goods. Some of the international brands whose limited products are not attractive to foreign countries are not able to meet the needs of customers. Therefore, if otles only wants to pursue international fame, it may backfire and get no ideal business returns. Shi Mingzhong said.