Harbin famous discount out of the cycle needs to sort out our thinking
Recently, with the ambitious, Songlei the Beginning, Harbin launched a wave of merchandise discount. Large discount stores to attract the eyes of many consumers, for a time, Nangang District, the busiest section of commercial vehicles blocking infestation. Discount, has become a commercial enterprise to create the image, an important means to attract consumers. However, compared with the impressive discount shopping to discount it as a selling point of the professional discount "Dawns Here Are Quiet." Ice city seems people are not "cold."
Contrast: Professional discount discount face of the mall
Nangang District, a brand in discount stores, an array of goods. Even the basement from the first floor to the fifth floor are filled with goods, Pierre? Cardin, Playboy, Nike, Adidas and other popular brands can buy. But hang on a discount store and Nangang this style is different, the same pattern of multi-storey shopping malls, but looked very neat display of goods, and other department store shopping is no different class. Compared with the Nangang that discount stores, expanded the business scope, not just clothing, but also including books, daily necessities, but not as concentrated Nangang store.
Famous discount in foreign countries is a mature of the forms, the English called OUTLET, the kind of store originated in the 70s of last century, some European clothing and daily necessities processing enterprises started to use the factory's warehouse sale of their orders Wei Huo, OUTLET mean is a "clearing", Harbin market called "Bargain."
In Harbin, brand discount mall in the past generally is the major organizations, such special brand discount stores or the appearance of things the past two years. Harbin Municipal Bureau of Commerce Director of the consumer goods market order, Gao Changming that famous discount with specific consumer groups, which some people in general quality of the goods, the brand has a high requirement, at the same time asked the price can not be too high, just the way famous for discount This part of the consumer. Overseas, the professional discount to account for the degree of commercial sales of 20%% 30%%, while in Harbin, the emergence of discount stores in recent years, something very small share of quota, while the crowd from the consumer point of view, Harbin this part of the crowd with a very large discount store market potential.
Consumer groups greater expectations in terms of price, but the discount in the discount Harbin's "conservative" lets the consumer stop. At a discount store, the one marked with an internationally renowned Italian brand suit, after the discount is still sold for 6,000 yuan, the average discounts are 56 fold. At a discount store, the one or discounted brand-name goods, and in department stores, the brand only discount for each purchase there is no price advantage at all. Although referred to as "famous", but these goods can not discount that the real New World Department Store, take the high-end department store brands compared, and not as the New World discount stores such as large discount rate. In the New World Department Store, a large number of goods to sell 1 to 3 fold, in the lofty, Songlei discount period, the discount cash discount actually be able to add back to 4 to 5 fold. It is understood that all famous discount in foreign countries with great discount attractive, largely off-season or code to one to three fold merchandise for sale, in order to quickly recover the funds. In fact, the discounts to fast capital return is precisely the shrewd businessman, in foreign countries, funds utilization rate is generally 20 years or so, but Harbin's commercial capital in the average utilization rate of only 5 or so.
Question: style behind less fake and more big brands
Currently, Harbin City Outlets is still in the early stage of development, regardless of size and influence, and services are deficiencies. According to the high long-Ming, Harbin discount stores as sources of these relations is not enough compared with foreign LET OUT Juan, now a real standard, standard discount few. They do not have the kind of foreign direct factory outlet store supply capacity of the Organization. In general, the 10 major shopping centers can be supported from a discount store, but no such discounters Harbin supply. But these brands are popular brands in the discount stores did not have a strong advantage, as they can in other ordinary mall is very easy to find.
One industry says Harbin "OUTLET" discount the concept of reasons why depression for several reasons: First, backward style. Some clothing styles are far behind the popularity of some goods or even 2078 before the style, the emphasis on the pursuit of brand-name fashion consumer groups, the outcome is doomed to be left out. At the same time, some goods code was incomplete, difficult to attract consumers. Second, supplier shortage, few really big brands. The third phenomenon is fake, because the counter is a supplier of tissue sources, a counter is a supplier, shopping malls can not control their own supply channels, some unscrupulous vendors will be shoddy, or impurities.
Of the matter: the size was insufficient to counter the department store
Outlets appears these problems have business reasons, there are objective factors, but ultimately is directly related with the insufficient scale.
Since there is no large number of discount brands to form partnerships, supply a problem, so he introduced a large number of unknown brand. This results in the formation of consumer groups in adverse effects, resulting in decreased efficiency, and effectiveness of decline has forced the management of individual brands in the restaurant business as real, shoddy, a vicious circle.
Harbin Municipal Bureau of Commerce Director of the consumer goods market order, high long-ming that the Outlets To get out the cycle, must be re-established ideas, from supply chain re-Shu Li, out of the real price of civilians in the path of brand-name quality, to establish its own image, to escape the vicious the cycle.
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