Otter Grew Rapidly, And The Luxury Reputation Declined.

Although Oteri J has business opportunities in a certain period of time, the existing models do not have long-term potential for development, and the existing outlets design needs to be more forward-looking.

For many luxury goods, whether or not to open the outlets has been very entangled. On the one hand, outlets can rush into sales, but at the same time, discount stores will derogate the brand value.

When Oteri J's format was on the rise, many luxury brands wanted to set up a factory discount store far away from the city.

At the same time, the shops in the city are not discounted, which can reduce the impact of the low price promotion on the brand image to a minimum.

Chen Kai is the head of sales in Beijing, a luxury man in Italy. On Christmas Eve 2014, he had just switched to his present company, but in this Christmas season, he started hunting for headhunters. "The overall performance is very bad, and the red packets may be scarce at the end of the year."

However, this is not a case. Li Ming, who has been responsible for the field of Luxury Retailing, told the China business newspaper that luxury goods are now being dug out of the fast moving industry. In order to improve sales performance, many retail brands this year are negative growth.

But in 2015, China's luxury goods rebounded from 3% in 2014, up from the same period in 2014, but the main sales growth point is not in traditional shopping malls, but the traditional Luxury Retailing industry has been hit hard. Oteri J and online shopping are the biggest growth points.

Zhou Ting said.

The outlets are many "luxury sewers" for luxury goods. Nowadays, many consumers like to go shopping in the suburbs at the weekend. However, for many luxury brands entering the outlets, there is little worry about the brand reputation and the growth of retail stores.

The word "blowout" is used to describe the development of Oteri J's format in China in 2015.

According to the statistics of the ole eyeshot, there are 9 newly opened outlets in the first half of 2015, and 22 outlets opened in the second half.

Each of the new Olympic Games, the investment promotion department always try to do the best to introduce Max Mara, Coach, Michael Kors and other well-known brands.

Located near the capital airport, it is a famous ortleslie shop in Beijing. Every weekend, the roads on both sides of the town are full of private cars, and all the parking spaces need to be picked up.

Consumers are constantly carrying out shopping bags from big brands and coming out of town.

"A casual dress in a store is two thousand or three thousand, which can be bought at a few hundred dollars."

Consumer Xiao Yang told reporters.

The outlets of the Chinese market in 2015

It can be described as gratifying. According to the data, Yansha orteth, located in the East Fourth Ring Road of Beijing, is the sales champion of the outlets in the first half of the year, with sales of up to 2 billion yuan. In addition, sales of Shanghai Qingpu Bailian Ole, Florence Town, Chengdu Era Oteri J, Chongqing West orteth and Beijing teorole in the first half of the year are over 1 billion yuan.

"Conservative estimates, this year, the overall growth of the domestic outlets will exceed 20%."

One industry insider said.

"The explosive growth of outlets and the growth of luxury sales in outlets are mainly due to the rising trend of consumption power of the middle class in China. Even though this year's macroeconomic growth is not so satisfactory, consumption growth is still very good according to the current data."

Jones Lang LaSalle, China regional strategic consultancy team, director of Xi'an company, China regional retail leader, he le ye said.

In fact, the attraction of Oteri J's format to consumers lies in providing a better opportunity to discount luxuries. "But this opportunity is meaningless for real high net worth people, because they tend to be" not bad money "and pursue convenience and new products or limited products.

He said that this means that most of Oteri J's consumption is aimed at luxuries.

Urban white-collar, middle class.

In addition, Ma Lihua, director of strategic consultancy of Chongqing branch of Jones Lang LaSalle, believes that the explosive growth of Oteri J is temporary. "In the past a long time, due to the rapid development of the Chinese market, real estate developers, fund companies, brand operators and so on crowded into the ottras, which led to blossom everywhere. At that time, luxury goods were basically not discounted or seldom discounted, and consumers were not rational. Therefore, orter became one of the only ways for Chinese consumers to buy discounted luxury goods and become a growth point."

Almost every person who goes to the US business trip or travel must have a station shopping, and many Chinese consumers have to buy one more suitcase because they shop too much in the US outlets.

Data show that at present, there are 300 Oteri J in the United States, and now there are more than 400 outlets in China.

Zhou Ting decided that Oteri J will continue to develop in 2016, and to some extent replace the traditional high-end department store industry. The traditional high-end department stores will be further pformed into lifestyle service centers in 2016, and the non retail formats such as catering services will be further increased.

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"China World Trade Center, Financial Street, these high-end shopping centers, we are" stroll around, eat and eat ", only to Oteri J, everyone is" buy buy buy ".

Chen Kai said that although business is already very developed, shopping for many Chinese consumers, especially consumers in the north, likes to go far away.

Take Beijing as an example, in addition to the earlier opening of Yansha.

Located in the East Fourth Ring Road of Beijing, it was already a suburb of Beijing when it was opened. The subsequent opening of the orlies is almost an hour's drive from the centre of Beijing, and the tolls on expressways range from 10~15 yuan.

"The consumers of these outlets in the suburbs have a certain consumption desire and demand. Driving to calculate oil consumption, tolls and time cost, most consumers' mentality is to lose something without buying something."

Chen Kai said that this is precisely the reason for the rapid growth of outlets sales, and the outlets are a discount format. Most products are sold without replacement, and consumers will not be able to run around again because of their small dissatisfaction, so sales of outlets are much more significant than services.

Such a situation has great worries for many luxury brands who enter orlies.

Luxury goods have long been known for their service, giving consumers a pleasant shopping experience, but Oteri J stores themselves emphasize sales.

Reporters lined up outside a Burberry outlets, security guards wearing black gloves standing at the door, controlling the number of customers in the store.

Such services and Burberry stores in the city seem to have two kinds, but in the store, many discount shirts and scarves are stacked in the large cargo column, and consumers need to find good products in the way of "scour" and "grab".

He le Ye told reporters that at present, 50% of the domestic outlets are not luxury brands to open stores, but agents or buyers shop.

With the maturity of consumers, the middle class in Beijing, Shanghai and other tier cities began to focus on small designer brands and domestic brands, so the goods of Ortles are no longer attractive to these people.

But on the other hand, Oteri J's radiation population is very wide, and the new middle class growing in other areas will fill the loss of this group of customers. So many old outlets outlets are tourists. "This is the same in the Prada factory store in Milan."

He le ye said.

Chen Kai believes that now is the most "entangled" day for brands. More and more consumers are turning to high-end customized products, while standardized menswear consumers have more opportunities to purchase locally or overseas stores in Italy. Consumers have origin complex and believe that the price there is more affordable, and the growth of luxury retail sales in China is rather weak.

When the brand enters the outlets, consumers feel that the price of retail stores is high and water is heavy. Consumers are more cautious in buying stores, and the brand reputation is greatly reduced.