Wanheaotelaisi this picture of the main entrance from the surging journalists yuanjie
"Tan's largest commercial complexes", "key business projects of modern service industry in Jiangsu Province" of the 2013 opening of our new year's day, Changzhou, Jiangsu, and outlet shopping park sits on many rings, Changzhou and is considered to be a bright Pearl of the business.
3 years later, in early March 2016, surging News (www.thepaper.CN) visits journalists found that the park up to 90% of the shops are empty, just more than 30 stores during normal business, in addition to a home are leather goods store.
4:30 P.M. to the first business
Tan was originally under the jurisdiction of the county-level city of Changzhou, mathematician Hua luogeng's hometown, Mao Shan scenic area is known, one of the top hundred counties, in 2015 the city districts. Wanheaotelaisi Park is located in jintan, Changzhou and between distance Tan Hua Park, a straight line distance of about 7 km from the center of the city.
Registration information, Wan and outlet by the Jiangsu wanhe international trading company to invest in the company registered capital of 50 million Yuan, the legal representative human Jiang Yuhong.
In January 2013, and the outlet opening. Changzhou media issued a call at that time, and the outlet is the largest commercial complex in jintan, opening outlets at the time close to home, such as Nike and adidas.
Article says, and outlets all year-round by 10 percent-30 percent of sales, after opening, "will also gradually introduce high-end clubs, KTV and other leisure facilities, determined to make the largest leisure and shopping Park".
March 2016, empty and outlets
On March 3, 2016, the surging Wan and outlets, journalists came to the Park. The huge park, in addition to sellers and security, meet hang out no more than ten people. Street gangs had entrenched General Hospital of
95% shop in the shopping Park are idle
Park shops total number more than 600, divided into the "European brand Designer", "ladies Hall" and many other areas, but most of the stores are vacant, still rough room. Individual shops with a small amount of goods, but the locks on the doors have grey and rust.
Within the Park, "housing loss transfer" ads are everywhere. Normal business premises had more than 30 companies, concentrated in a small area to the right of the front door. In addition to a sports brand in a discount store, the rest are for the leather goods store.
In addition, several supermarkets near the gate is in the closed state, high-end clubs, KTV, also in the plan does not exist, don't even have a noodle shop.
4:30 P.M., journalists surging into a leather store, to buy a purse. Leather shop owner Liu said this is his first business of the day.
Liu wanheaotelaisi after opening, has been operating here at a rental of 60,000 yuan every year. Liu said the shopping Park opened shops are small and soon only sells leather, "this market is dying."
At five o'clock in the afternoon, it began to have shop closing, shopping Park soon empty state.
Positioning is different from traditional auto outlet
Jintan, determined to become "the biggest shopping and leisure park" and outlet, why 3 years after opening down trouble?
Outlets from English "OUTLETS" literal translation came in retail business school means sales season, break code of brand-name products in shopping centers, also known as "brand outlet mall."
In China, auto rice business model already everywhere. However, outlets and business models, and differentiate from traditional auto rice business model.
According to the China textile magazine article 2013 of the outlet town of experimental, and Jiang Yuhong founder outlet, said compared with the traditional model, and weakening the pursuit of brand-name outlets, but compared with the General market, Wan and outlets and with regard to the idea of garment enterprises to build brands.
Jiang Yuhong, jintan has a complete garment industry chain, and outlets can be assigned to the local businesses in the overall packaging market operations, to create "+ Brands Hatch leisure shopping" new model.
Said it was a "real roots County experiment". Jiang Yu-Hong, the wholesale market is not her enemy. She wanted to fight, is "inherent brand concept and the surrounding people's spending habits."
Now, however, the view, the experiments are starting to fail.
Surging Jiang Yuhong told journalists, in terms of brands, outlets and investment there can be, initially recruited dozens of big brands. However, as the impact on the real economy, then pulled back many brands.
Big brands didn't retain local brands have never seen traces, this cause and outlet will focus on creating "brand incubator" concept has failed to take hold.
The impact of failure, in addition to the Jiang Yuhong and his company "imprisoned", purchased and outlet stores of a large number of owners also pay.
Journalists reflect the surging multiple owners, they were hewanheaotelaisi to sign a sale leaseback agreements, has now returned to rented stages, but did not get a penny.
Jintan area of political contradiction between a person who has been coordinating the owner hewanheaotelaisi. He said that, objectively speaking, Wan and outlets there are merchants failed, now project depression, and expected there is a big gap.
Withdrawal of brand shops
Neither fish nor fowl to try?
Differs from traditional outlets outlet mall positioning, keep wanheaotelaisi in "stones". This position is in line with the market needs?
According to a June 2010 the Economic Journal "auto outlet mall where built in the article", "name brand + affordable" is auto rice industry must adhere to core business nature.
Of course, if the city can radiation surrounding a number of areas with higher spending power, even two or three cities, is able to consider making outlet.
However, two or three-tier cities want to build auto rice, even where there was enough spending power, must also take account of consumers ' spending habits and culture. Among them, the international brand recognition is an important measure.
Article also points out that, in order to maximize the benefit to consumers, reduce operating costs, auto outlet location in marginal urban areas with lower land prices. Into the tourism and recreational elements, as a result, the high income people own private cars became major outlets for the crowd.
So, Tan fitness suitable for building a auto rice?
Geographically, Wan and outlet is located in the suburbs of the Golden altar, located in jintan, Changzhou, Danyang city, Yixing interchange, in theory, enough radiation in Suzhou, Wuxi, Changzhou, Zhenjiang and other surrounding areas with high consumption power.
Meanwhile, developed the Golden altar of local consumption is not bad. Look, Wan and on outlet regardless of location or radiation, in full compliance with auto outlet location, the above article points.
However, as said above, and outlets are not "brand + affordable" business model, but weakened brand, focused on "local brands hatch" of new ideas. From this point of view, is not pure outlet and outlet.
Due to the weakened brand, and outlet cannot be on the formation of the high income people own private cars attractive. Meanwhile, urban transportation, and unable to attract more middle-and low-income groups to support local brands.
At least for now, Wan and outlets of "County experiment", in an embarrassing position.
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