but it's not very profitable to operate the discount alone like you.
in fact, it is better to set up discount stores with the investment of various brands, 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 means "export, outlet and outlet". 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 it has a history of nearly one hundred years. Outlets was originally a "factory direct-sale store", which specializes in handling factory tail goods. Later, they gradually gathered to form a large Outlets shopping center similar to Shopping Mall, and gradually developed into an independent retail format. Although the Factory Outlet has a history of 1 years in the United States, the real scale development began around 197.
197 -1987: Some large garment factories and daily necessities processing enterprises started to set up Outlet Stores in their warehouses by using the leftover goods of the factory's warehouse sales orders, which was basically an outlet store for one factory. The products collected were high-quality brands and low prices, thus attracting a large number of customers.
1988 -1996: Factory Outlet began to prosper and developed greatly, and more and more customers went to factory outlet stores to buy goods. Therefore, many factories set up outlet stores together. At this time, shopping centers were generally real "factory outlets". Although they attracted customers with famous brands and low prices, they did not form large-scale sales. And it is far from the city, generally about 6-8 miles (1-15 kilometers), and it takes more than an hour to drive.
1997 -21: In the 197s, Outlets developed rapidly in the United States. By 1996, more than 3 outlet shopping centers had been established in the United States, and with the participation of outlet developers, this marketing pattern had undergone substantial changes. First of all, suppliers have developed from a single commodity factory in the past to a specialized supply channel for commodity factories, brand owners, brand agents, brand wholesalers and even large department stores. Secondly, it has more complete functions and integrated leisure and shopping. Finally, we began to pay attention to the shopping environment and approach 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.
Features
OUTLETS have three magic weapons to attract customers:
World-famous brands-gathering world-famous or well-known brands, pure brands and high quality;
unimaginable 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, simple and comfortable freight yard.
at present, the outlets in China mainly include Beijing yansha outlets, Shanghai qingpu outlets, zhangjiagang hong kong city outlets, Suzhou outlets, etc., and the outlets have become a popular trend of new business formats.
yansha outlets, located in Beijing's east fourth ring road, was founded by yansha friendship shopping mall in 22, with an annual turnover of more than 1 billion, making it the pioneer of China outlets.
Shanghai Qingpu Outlets was founded by Shanghai Bailian Group in 26. It is located in Qingpu District and adopts villa-style architecture. At present, there are more than 13 brand merchants, and top international brands such as amani\ Dzheniya have settled in.
zhangjiagang hong kong city outlet is the first three-tier market outlet in China, which is located in zhangjiagang east second ring road hong kong city, with top international brands such as Dzheniya and hogo boss.
Outlets in China are basically a combination of factory direct sales and discounts, with three characteristics:
1. The brand is high. Outlets are different from ordinary shopping malls, which sell stock and discounted goods. Generally, top international brands don't discount, which affects their image, but good brands are in stock, and the characteristics of Outlets determine that they are the best places for national big brands to eliminate inventory, such as Shanghai Qingpu and Zhangjiagang Hong Kong City Outlets.
2. The discount is low. Outlets are generally located in the suburbs, such as Qingpu, Shanghai and Hong Kong City, Zhangjiagang, which are far away from the urban area, so the rent is relatively low. Moreover, the products of Outlets are directly sold by manufacturers, which can reduce the intermediate profit and ultimately lower the final selling price. The discounts of goods from Beijing Yansha, Shanghai Qingpu and Zhangjiagang Hong Kong City are only 1-6 fold.
3. The parking lot is large. Outlets are mainly aimed at car owners, so they need large parking lots. For example, Shanghai Qingpu Outlets have more than 1, free parking spaces, and Zhangjiagang Hong Kong City Outlets have 2,5 free parking spaces.
In addition, outlets shopping park, as an upgraded version of outlets, is 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 Outlets Shopping Park is located in Jintan Economic Development Zone, Changzhou, beside the 34 provincial highway, and adopts villa-style architecture. With its unique geographical advantages, tourism advantages and advantages of garment and home textile processing base, it connects Shanghai-Hangzhou Expressway, Yanjiang Expressway and Nanjing-Hangzhou Expressway, and undertakes the economic radiation of megacities such as Shanghai, Nanjing and Hangzhou.
1. Keep the "brand+discount" mode. Draw lessons from foreign outlets, and build the core brand area in the center of trade city.
2. relying on the clothing industry foundation in China, especially in the Yangtze river delta region, 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. For international brands, choose the top consumer brands in Europe, America, Japan and South Korea; In addition to well-known brands, domestic brands are also second-and third-tier brands. Realizing the mode of differentiated sales will provide huge business opportunities for international brands, and also provide a platform for domestic OEM enterprises to display and incubate their brands on a large scale.
3. The supporting facilities are complete. Trade city is not only located in commodity sales, but also has supporting plans for logistics, commerce, warehousing, entertainment and catering. After completion, it will not only provide a perfect trading platform, but also reduce the sales cost of the merchants in the whole park.
4. Shopping+leisure+travel-Wanhe Trade City is an ideal choice for weekend trips. Careful design and planning, enchanted environment 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 Aojin Crocodile Pond embodies Thai customs. The old and new "Jinsha Eight Scenery" are beautiful, and tourist scenic spots such as Maoshan, Shengtian Agricultural Sightseeing Park, Rulin Watertown and Peacock Garden spread the landscape customs for you ...