But it's not very profitable for a person like you to operate discounts.
In fact, discount stores or various brands are better, and this model is more promising.
If you really want to run a brand discount store, I suggest you learn the business model of outlets, as follows:
"OUTLETS" is the Chinese literal translation of English outlets. Its original English meaning is "export, outlet, export". In retail business, it refers to a shopping center composed of shops selling brand-name out-of-season goods, off-shelf goods and off-code goods, so it is also called "brand direct selling shopping center".
history
Outlets was first born in the United States and has a history of nearly a hundred years. Outlets was originally a "factory direct-sale store", specializing in handling factory tail goods. Later, it gradually gathered to form a large outlet shopping center similar to Shopping Mall, and gradually developed into an independent retail format. Although factory outlets have a history of 100 years in the United States, the real scale development began around 1970.
1970-1987: Some large garment factories and daily necessities processing enterprises began to use the surplus goods from factory warehouses to set up direct-sale stores in their warehouses. Basically, it is a factory and a direct-sale store, and 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 1970s, the outlet format showed a rapid development 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. At present, in the United States, Europe, Japan and even Southeast Asian countries, this format has emerged and flourished.
trait
Outlets have three magic weapons 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.
At present, the outlets in China mainly include Beijing Yansha outlets, Shanghai Qingpu outlets, Zhangjiagang Hong Kong City outlets and Suzhou outlets. Outlets have become a popular trend of new business formats.
Yansha Outlets, located in the East Fourth Ring Road, was founded by Yansha Friendship Shopping Mall in 2002, with an annual turnover of over 654.38 billion, and is the pioneer of China Outlets.
Shanghai Qingpu Outlets was founded in 2006 by Shanghai Hai 'an Baili Group. Located in Qingpu District, it adopts villa architecture. At present, the number of brand merchants exceeds 130, and top international brands such as amani\ Dzheniya have settled in.
Zhangjiagang Hong Kong City Outlets is the first three-tier market outlet in China, located in the East Second Ring Road of Zhangjiagang, with top international brands such as Dzheniya and hogo boss.
China's direct-sale stores are basically a combination of factory direct sales and discounts, which have three characteristics:
1, high-brand, outlets are different from ordinary shopping malls, selling stock goods and discounted goods. Generally, top international brands don't discount, which affects their image, but good brands are in stock. The characteristics of outlets determine that it is the best place for national brands to eliminate inventory. For example, Qingpu in Shanghai and Outlets in Hong Kong City in Zhangjiagang are all big brands.
2. The discount is low. The outlets are generally located in the suburbs, such as Qingpu, Hong Kong City and Zhangjiagang, which are far from the urban areas, so the rent is relatively low. Moreover, the products of outlets are directly sold by manufacturers, which can reduce the intermediate profit and finally lower the final selling price. The commodity discounts of Beijing Yansha, Shanghai Qingpu and Zhangjiagang Hong Kong City are only 1~6 fold.
The parking lot is very big. The outlets are mainly aimed at car owners, so large parking lots are needed. For example, Shanghai Qingpu Outlets has more than 1 1,000 free parking spaces, and Zhangjiagang Hong Kong City Outlets has 2,500 free parking spaces.
In addition, outlets shopping park, as an upgraded version of outlets, is also quietly spreading all over China, such as Jiangsu Wanhe Outlets Shopping Park, Shanghai Clothing City, Huai 'an Outlets and other upgraded formats integrating shopping, leisure and tourism.
For example, Jiangsu Wanhe Outlet Shopping Park is located in Jintan Economic Development Zone, Changzhou, next to Provincial Highway 340. Villa-style buildings are adopted to connect Shanghai-Hangzhou Expressway, Jiang Yan Expressway and Nanjing-Hangzhou Expressway by taking advantage of unique geographical advantages, tourism advantages and garment and home textile processing bases, and undertake the economic radiation of Shanghai, Nanjing, Hangzhou and other megacities.
1, continue to use the "brand+discount" model. Draw lessons from foreign outlets and build the core brand area of the center of trade city.
2. Relying on the clothing industry foundation in China, especially in the Yangtze River Delta, Wanhe Outlets Shopping Park will be built into a commodity display and sales platform for enterprises in surrounding areas.
2. Brand incubation strategy and differentiated business model to meet the needs of different consumers and brand manufacturers. International brands, choose top consumer brands in Europe, America, Japan and South Korea; In addition to well-known brands, domestic brands also have second-and third-tier brands. The mode of realizing differentiated sales will provide huge business opportunities for international brands and also provide a platform for domestic OEM enterprises to display and incubate brands on a large scale.
3. Complete supporting facilities. Trade city is not only located in commodity sales, but also in logistics, commerce, warehousing, entertainment, catering and other supporting planning. After completion, it will not only provide a perfect trading platform, but also reduce the sales cost of merchants in the whole park.
4. Shopping+leisure+travel-Wanhe Trade City is an ideal choice for weekend travel. Careful design and planning, charming environmental layout, the whole trade city will become a large-scale theme shopping park. At the same time, Jintan is an excellent tourist city in China, and Jin Ao Crocodile Pond embodies Thai customs. The old and new "Eight Scenes of Jinsha" are beautiful, and tourist attractions such as Maoshan, Shengtian Agricultural Sightseeing Park, Rulin Watertown and Peacock Garden spread landscape customs for you. ...