In 2015, Outlets Will Open New Outlets 8~10 Outlets.

Since the entry of P into May, the heat of domestic investment has gradually increased.

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P, known as the largest orlis mall in North China, held a grand opening ceremony in Fangshan District, Beijing.

Henderson global investment said that following the success of the Beijing Tianjin Florence Town, it officially began to enter the national market. The branch in Pudong and Guangzhou in Shanghai will open in the second half of next year.

Beijing Yansha outlets will open a shopping mall in Tianjin this year.

Shanghai Bailian Group announced that its investment in Wuxi outlets has already opened, and Nanjing, Ningbo, Hainan and other orlies projects are also in full swing.

By 2015, its friendship will be opened to 8~10 new outlets, and its annual revenue will be 10 billion yuan.

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< p > the data of the entire retail industry last year were somewhat embarrassing. The format of orter is at the forefront of traditional retail formats.

However, experts believe that any kind of commercial development has its own rules. After the crazy "great leap forward", it will usher in the embarrassing situation of the homogenization of the department stores.

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P, also called "brand direct selling shopping center", is known as "famous discount shop" and "factory store" by domestic consumers.

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Orter has the following characteristics: first, selling famous or famous brands, mainly selling products from the manufacturer's inventory, ensuring product quality; two, selling products at low price to 1~6, with good quality and low price; three, being far away from the city, forming a malposition relationship with the shops in the downtown area; four, the target consumers have higher incomes and strong brand awareness; five, they must have larger parking lots; six, the freight yard is "large in size", usually in the tens of thousands of square meters, the interior layout is simple and comfortable, the flow of people should not be too crowded, so that customers can slowly "clean up goods" in a relaxed environment, and seven is a function of eating, relaxing, shopping, amusement and so on. < p >

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< p > from these characteristics, we can see that Oteri J is generally not likely to be too concentrated, otherwise it will hurt the sale of famous products.

No businessman would like to see a large loss of passengers to otles to "scour goods", leaving behind high-end department stores or exclusive stores.

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< p > it is reported that in the birthplace of Ortles, the number of Oteri J in the United States is only more than 300.

The wealth Quality Institute statistics show that there are more than 400 outlets in the country.

There seems to be some "great leap forward" in Oteri J's development in China.

Although many discount stores are under the banner of Oteri J, no matter whether they are on the scale, or in the number of brands, brand quality and format layout, profitability, they can not meet the requirements of outlets.

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The bad result of the rapid expansion of P is that many projects haste and quickly go bankrupt.

According to survey data from the Institute of wealth and quality, 7% of the outlets nationwide have been closed for various reasons.

Most other outlets are not operating well.

According to the International Shopping Center Association, a successful orlis should have at least 50% of the rental rate, but in fact, most of the outlets in China are far from the level.

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< p > an industry insider asserts that the international first-line brand is unlikely to have many goods available to Oteri J.

Low brand value and shortage of supply are the important factors that restrict the development of China's outlets.

In China, except for Beijing's Yansha, Chait, Shanghai and Qingpu regions, orter's performance is very good, and a large part of orlies has finally gone or merged, and has not realized huge profits as expected.

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Huang Guoxiong, Professor of Business School of Renmin University of China, said in an interview with our newspaper reporter that China's outlets are devalued and weakened, and brand dealers are marginalized. P

To observe the development of orter in China today, there are the following major problems: first, it is not the direct selling of factories, but more by proxy, through more than one link, which virtually increases the cost. Secondly, the brand is marginalized, and the goods sold by Oteri J are not sold by the manufacturers themselves, but are led by agents. Even under the name of orter, the sale of general brand goods and even the processing of commodities is not really a brand and value, providing consumers with truly cheap and affordable discount products.

"China's outlets have been weakened and low-grade, which undoubtedly damaged the image of Oteri J's format.

Therefore, we can not let orlis tail cargo, especially regulate the behavior of agents.

Huang Guoxiong bluntly said.

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Hong Tao, Professor of Beijing Technology and Business University, pointed out that the development of China's Oteri J market is characterized by market following, repeated deployment and blind investment. P

Even so, Oteri J's operators themselves are less risky and the great risk is borne by the brand agents.

At present, the biggest law defect in the retail field is that there are no regulations on the management of commercial outlets. The blind construction of retail outlets everywhere can not be standardized, nor can it curb investment overheating.

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