The Development Characteristics, Successful Experience And Existing Problems Of Domestic Outlets

< p > < < a href= > http://sjfzxm.com/news/index_q.asp > > retail > /a > commercial middle school refers to the shopping center consisting of shops selling international and domestic famous brands over the season, off shelves and broken yards, also known as "brand direct shopping centers".

Today, orlies has become an international famous place, and it is a new international leisure shopping mode which advocates smarter rational consumption.

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The concept and origin of < p > strong > 1, OUTLETS < /strong > /p >

< p > < strong > concept < /strong > < /p >.

"P", "orlet", pliteration, OUTLETS literal plation of English.

The original meaning of English is "export, outlet and export".

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< p > < strong > meaning < /strong > < /p >.

< p > in retail business, a shopping center consisting of shops selling international and domestic famous brands over the season, off shelves and broken yards is also known as "brand direct shopping center".

Today, orlies has become an international famous place, and it is a new international leisure shopping mode which advocates smarter rational consumption.

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< p > < strong > origin < /strong > < /p >.

< p > Oteri J (Outlets) was first born in the United States and has nearly one hundred years of history.

Outlets was the earliest factory outlet, specializing in dealing with factory tail cargo.

Later, it gradually formed a large Outlets shopping mall similar to ShoppingMall, and gradually developed into an independent retail format.

Although this format has been in the US for 100 years, the real scale development began in 1970.

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< p > < strong > 2, OUTLETS evolution < /strong > /p >

< p > evolution process (US) < /p >

< p > (1) 1970~1987 years: scattered, factory led factory outlets, < /p >

< p > some clothing factories use their warehouse sales orders, and a factory, a Outlet Store. The products are both high quality and low price, so they attract a large number of customers.

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< p > (2) 1988~1996 years: gradually gathered, factory led factory outlets, < /p >

< p > a lot of factories unite to set up direct selling stores. Although they attract customers by famous brands and low prices, they do not scale and are far away from the city. They usually drive around for more than an hour at 60~80 miles (100~150 kilometers).

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< p > (3) 1997~2001 years: concentrated, developer LED large leisure shopping center < /p >

< p > the intervention of developers made Outlets undergo qualitative change. The previously independent factory shops were integrated together, unified management and unified image. In the past, the brand operators (manufacturers), as the main business entities, turned into a new supplier of Outlets.

At the same time, the functions are more complete, the shopping environment is improved, the leisure shopping is integrated, the location is close to the city, and the 0.5 hour drive includes two main forms: the country style (garden type) and the MALL type.

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Development status and analysis of < p > 3 and OUTLETS -- Part /p of Europe and America

< p > < strong > < a > href= > http://sjfzxm.com/news/index_f.asp > > /a > present situation < /strong > /p >

< p > (1) rapidly expand < /p >.

< p > Outlets has developed rapidly, and has gradually become popular all over the world. In the United States, Europe, Japan and even Southeast Asian countries, the format has been booming.

There are more than 400 in the US, and sales growth rate is increasing year by year.

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< p > (2) shares the market with the three major traditional retail formats: < /p >

< p > in the large retailers in Europe and the United States, Outlets has four points with department stores, supermarkets and shopping malls.

In the US business list, Outlets accounts for three of the top five seats.

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< p > (3) there are two levels of differentiation in operation, and the industrialization of formats < /p >

< p > Outlets operation in foreign countries is polarized, and the concentration of enterprises is increasing and industrialization is developing.

The top five Outlets companies in the United States have 139 branches, with an area of more than 32 million 910 thousand square feet.

It accounts for 61.8% and 59.9% of the total number of Outlets centers in the United States respectively.

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< p > (4) successful replication of brand and mode < /p >

< p > has successfully achieved the replication of brand and mode. WoodburyPremium Outlets, the largest Outlets operation company in the United States, has 51 branches worldwide, including 61 in the US, 18 in Japan and one in Mexico, Korea.

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< p > < strong > characteristics and experience < /strong > < /p >

< p > (1) beyond the imagination of low price < /p >.

Less than P, the products of orter are usually less than 40 percent off, or even 1 to 70 percent off, which is cheap and fine.

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< p > (2) attractive brand combination < /p >

< p > "famous brand + substantial benefits" is the core concept of otles.

Brand integrity, quality, the world famous or famous brands.

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< p > (3) site selection is very important. < /p >

< p > basically follows a relatively uniform rule: large cities and developed areas with strong consumption power, and the inter provincial pportation and rendezvous offices in the outskirts, generally attract passengers at the intersection of many highways; the maximum distance is 30~60 minutes' drive from the city centre to meet all kinds of means of pportation; the scenic areas are conducive to the relaxation of customers and the necessary places for tourist routes.

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< p > (4) good shopping environment < /p >

< p > the shopping environment is comfortable, the theme is diversified, and the combination of tourism and entertainment is a combination of various tastes and age preferences. It also helps to extend the stay time of customers in the store.

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< p > (5) management division of work is clear, < /p >.

All P stores are managed by developers. All shops are managed by operators, and each store operates independently.

The implementation of unified property management.

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< p > < strong > low price < /strong > < /p >

< p > (1) the need for rapid withdrawal of funds is less than /p.

< p > outlets for brand suppliers to sell their stock, break codes and over season goods, it will not affect the sale of positive prices, but also provide standardized sales channels for such commodities. While maintaining brand image, it will also quickly withdraw funds.

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< p > (2) outlets production and promotion cost is low < /p >

< p > many manufacturers specialize in the production of outlets products for consumption needs, using the classic fabrics and styles in the past, eliminating a lot of new research and development costs, channel costs and promotion costs, and the selling price is quite substantial.

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< p > (3) outlets shopping center has low operating cost < /p >

The locations of < p > outlets are generally far away from the city center, the business facilities are simple and comfortable, the cost of investment in hardware is relatively low, and because of the simple way of selling, the related operating expenses become very low, and the low cost operation enables operators to give consumers the maximum discount.

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< p > < strong > function of the city < /strong > /p >

< p > (1) enhance the city image, link the city and tourism development < /p >

< p > in the European and American markets, the outlets project promotes tourism through tourist areas, trade partners and local authorities. It attracts tens of millions of tourists and consumers every year. It is a link linking the central cities and tourist attractions, and promotes the image of the city and the market very well and plays a promotional role in marketing.

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< p > (2) promoting economic development and attracting investment < /p >

< p > it is estimated that outlets can provide 200~250 jobs for every 10 thousand square meters, which can effectively promote the economic development of the locality and further attract new investment. It is a catalyst for urban renewal and an incubator for economic development.

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Development status and analysis of < p > 4 and OUTLETS -- part of the domestic < /p >

< p > < strong > domestic development status < /strong > < /p >

< p > (1) Outlets started late, development enthusiasm high < /p >

< p > China is still in its initial stage of development and its development stage. Since 2002, Beijing Yansha has introduced the Outlets mode to < /p > for the first time.

Due to its successful demonstration effect, P has led to the upsurge of Outlets development in China.

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< p > (2) the understanding and understanding of Outlets is uneven. < /p >

< p > domestic understanding and understanding of Outlets business philosophy, operation mode and management mode are uneven.

According to incomplete < /p >

< p > statistics, at present, there are nearly 400 kinds of Outlets stores in China, but the real meaning of Outlets is very few.

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< p > (3) Outlets market is low in maturity and has not yet been industrialized. < /p >

< p > China has great differences with foreign countries in terms of economic level, market environment, commodity channels, business processes, although domestic Outlets development is fast > /p >

< p > faster, but fewer successful cases, less retail market share, Outlets has not yet formed industrialization in China.

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< p > (4) workshop type (MALL type) coexists with two forms of garden type < /p >

< p > Beijing Yansha and Shanghai Qingpu are typical representatives of factory buildings and garden Outlets. The United States has completed 30 years from factory building to garden < /p >.

The evolution of < p > has been realized in China in only 3-4 years. The two modes of Outlets have shown great potential in China.

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< p > (5) explore the localization mode of Outlets < /p >

< p > < strong > there are major problems < /strong > < /p >.

< p > (1) blindly pursuing scale < /p >

< p > domestic projects are often planned for hundreds of thousands or even hundreds of thousands of square meters. They are also sold on the grand scale as a selling point for future investment and operation.

The largest Woodbury Commons Outlets area in the United States is not more than 120 thousand square meters, and it is the result of five or six expansion in decades.

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< p > (2) the planning and design ability needs to be improved < /p >

< p > due to the poor planning and layout of the building layout, traffic entrance and parking lot arrangement, it is difficult for the shops to invest in different regions, the business is cold and hot, and the tourists are too long to walk to some shops.

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< p > (3) developers' investment ability is weak < /p >

< p > many developers lack the resources of foreign well-known brand dealers. The timing of investment intervention is too late, which directly causes difficulties in project design and operation.

Many Outlets centers under construction are delayed, and there are lots of empty shops after opening.

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< p > (4) lack of low cost purchase channel < /p >

< p > general brand dealers can not get the genuine special goods directly from foreign manufacturers at a low price. After the discount, consumers still find it difficult to accept, for example, the price of a mani suit is 10 thousand yuan, the Prada package is forty percent off yuan 6500 yuan, the goods are few and the supplement is slow.

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< p > (5) misuse concept, name is not true, < /p >.

< p > one, the concept of embezzlement, small independent discount shop known as Outlets, such as cloud Oteri J; second, nominal, borrow the name of Outlets development projects, really by the brand owners or manufacturers to participate in a lower proportion, or even the main business state is not Outlets.

According to incomplete statistics, there are more than 400 types of Outlets shops in China, but the real meaning of Outlets is very small.

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