Outlets suffered growing pains.docVIP

 PAGE \* MERGEFORMAT 8 Outlets suffered growing pains What is the Outlets? Discount stores in China called the first chaotic, and some media reports of factory direct stores, discount stores, the English name for the Outlet, but also in Chinese transliteration of Aotelaite directly to the kinds of stores originated in the seventies of the last century, some European clothing and daily necessities processing enterprises began to use the factory’s warehouse to sell their orders Wei Huo, Outlet that ‘with the clearing’ meant. After 1988, many factories to open outlet store together, but most of them away from the city, single function. Until the nineties, a number of Outlet developer formally involved in the trend of marketing and the supply channel, shopping environment and convenient transportation and other areas has been improved, developed into a large-scale hospitality customers a large Outlet Mall. This type of stores in 2004, the latest national standard in retail formats is defined as the Factory Outlet Center. While in foreign countries known as the hard discounters (Hard discount store) model in the country known as the discount store, this store of the types of goods are relatively limited, specific comparison can see the next chart: In accordance with the above definition, is currently more popular in China Outlets Center, should belong to the concept of direct sales, direct sales center but now are mostly operated by the retailer, who in order to adjust inventory levels, a large number of distress sales to consumers familiar brand names. Why is the rapid expansion of Outlets? On seeing the above description of what we feel? Outlets (Outlet store) sales must be a brand name. So what brand do? How to define the brand name it? Many foreign brands in the country is not famous, while the so-called small domestic brands within a certain region is indeed famous. Therefore, we want to define clear standards and the concept of brand-name identificat