Foshan has outlets, and Florence's outlets are at No.28 Shugang Road, Nanhai District. It is a small town with satisfactory style, European architecture, as if it were abroad. The town is located on the east extension line of Qi Kui Road, facing Guangzhou South Railway Station. It used to be quite convenient, with relatively many brands and large discounts. You can't go shopping all day. Outlets have many stools. You can rest at any time and buy it at buy buy. Leisure shopping in one step. Outlets began to use the factory's warehouse sales orders to set up direct-sale stores in their own warehouses, which are basically direct-sale stores in a factory. The products collected have both high-quality brands and low prices, thus attracting a large number of customers.

1988-1996: Factory direct-sale stores began to flourish, and more and more customers went to the factory direct-sale stores to purchase goods. So many factories set up direct-sale stores together. At this time, shopping centers are generally real "factory direct sales". Although they attract customers with famous brands and low prices, they have not formed large-scale sales. Moreover, it is far from the urban area, generally about 60-80 miles (100- 150 kilometers), and it takes more than an hour to drive.

1997 -200 1 year: In the 1990s, the outlet format showed a rapid development momentum in the United States. By the end of 1996, more than 300 outlet shopping centers had been established in the United States. With the participation of outlet developers, this marketing form has undergone substantial changes. First of all, the supplier has developed from a single commodity factory in the past to a specialized supply channel for commodity factories, brands, brand agents, brand wholesalers and even large department stores. Secondly, the functions are more complete and leisure shopping is integrated. Finally began to pay attention to the shopping environment and approached the city. Therefore, this kind of direct selling center has gradually developed into a large or super-large shopping center. Especially in the past two years, sales have hit record highs. According to American statistics, there are 275 large outlet centers in the United States, and the sales growth rate has increased significantly year by year. In the United States, Europe, Japan and even Southeast Asian countries, this format has emerged and flourished.

Since entering Beijing for the first time in 2002, Outlet Shopping Center has experienced 65,438+00 years of rapid development, with more than 200 outlets opened all over the country and more than 400 discount stores named after "Outlets".

Beijing Changyang Outlets opened in May 20 13 and has signed 36 international brands [2].

Ten years of China Outlets: rapid development, few successful people and unresolved supply. [3]

The first outlet in London opened on1October 24th, 20 13 13.

trait

Outlets itself is a business model, which does not distinguish between China companies and foreign companies. The self-styled Outlets China Company is instilling its official lineage into the traditional public. Actually, there is no such bloodline. Any enterprise or company, as long as it has brand and buyer resources, can do the business model of outlets. See The New Fulcrum of Business Value: Let Outlets Win in China for details.

There are three magic weapons for traditional outlets to attract customers:

World-famous brands-a collection of world-famous or well-known brands, with pure brands and high quality;

Incredibly low price-generally sold at a price as low as 1-6 fold, good quality and low price, and consumers are eager for it;

Convenient and comfortable atmosphere-far from the urban area, convenient transportation and simple and comfortable freight yard.

Characteristics of urban outlets:

Big brand-a collection of world-famous or well-known brands, with pure brands and high quality;

Low price-generally sold at a price as low as 1-6 fold, good quality and low price;

Close distance-there is public transportation (subway, bus) in the urban area, which is convenient.

model

Provide the following solutions for sockets:

1, joint venture mode

Outlet joint venture model draws lessons from the core cooperation model of department stores. This model adopts a unified cashier method. Direct-sale stores charge sales commissions according to the cooperative discount rate. After deducting sales commissions and necessary expenses, the balance will be returned to the manufacturers on the date agreed in the contract. The two sides signed a joint venture contract. This model is widely used in supermarkets and department stores. Its advantage is that it is convenient for outlets to quickly collect a large amount of cash flow, and the risks of both parties are * * *. Its disadvantage is that the pressure of operation and management is relatively high and the operating cost is relatively high.

2. Lease mode

Outlets leasing model draws lessons from the operation mode of SHOPPINGMALL, leasing stores to brand manufacturers, and obtaining operating income by collecting rent. This model is widely used in manor outlets and castle outlets. Its advantage is that once the investment is successful, the operating cost and operation management pressure in the later period are not great; Its disadvantage is that the capital pressure of the early operation of the mall is relatively large, the investment payback period is relatively long, and the manufacturer's control is not strong.

3. Self-operated mode

The self-operated mode of outlets generally belongs to the auxiliary mode. In order to reduce the difficulty of attracting investment in the early stage of opening, many outlet shopping malls will buy some international big-name clothes as benchmark brands to attract high-end brands to settle in. Outlets stores often buy out some brands' inventory goods on their own or on their own. Generally speaking, the purchased goods are either used to supplement the vacancy of China Merchants brand or used for the expected high inventory goods in Mao Lijiao. The advantage of this model is that it has independent pricing power and flexible mobilization ability, and it is a good product to make up for vacancies and create promotional hotspots. Its disadvantage is that it requires higher vision for the buyers of shopping malls and complicated management affairs. In China, the proportion of this model is very small, but in the famous American discount chain Target, the proportion of self-operated goods is relatively high.

4. Hosting mode

Network hosting mode is also an auxiliary mode. However, because the main target cooperative businesses of Outlet Mall are brand manufacturers, and many manufacturers are in other places, the main energy of these brand manufacturers is to develop agents and department stores, and they have no time to manage discount stores in other places, so they will entrust Outlet Mall to manage them. Its custody scope includes personnel, goods, pricing, promotion, etc. Manufacturers are generally only responsible for providing goods and purchase prices, and the rest are managed by shopping malls. The advantage of this model is that shopping malls have certain independent pricing power and flexible mobilization ability, and can carry out sales management according to the actual situation of shopping malls; Its disadvantage is that the accounting treatment is relatively complicated, and the requirements for single item management in shopping malls are high.

Summary: The above four modes of cooperation have their own advantages and disadvantages. Generally speaking, these modes can be set at the same time, or one or two modes can be selected to operate according to the situation of outlets.