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** Financial gossip
Author of Financial Gossip
Unexpectedly, O'Reary also has a chain of disdain for partitionsThere was a long queue at Burberry, a queue of dozens of meters outside the Gucci store, and a low of 5 at Nike5% off, crowded……The queues are divided into several districts, the brand's neighbors have restrictions, and there will be no Nike store next to Burberry.
There is a difference between the super head and the waist of the anchor with goods, and the same is true for the outlet business, and the current head outlet company accounts for 34% of the market share, likeSand Ship, Wangfujing, Capital, Bailian, Florenceand so on.
Moreover, these head outlets enterprisesMany of the annual sales are 3 billion yuanAbove.
Take an example alone, it is like the first large outlet business in 15 cities across the country:
Two ** weeks this year, oneDuring the May Day holiday, the sales in 5 days were as high as about 4100 million yuan, one moreDuring the National Day ** week, the sales volume was close to 600 million yuan
According to the data analysis of the 2023 interim report data of the major outlet head enterprises:
Wangfujing's business revenue in the first half of the year was 10$1.9 billion, a year-on-year increase of 4208%；Capital Juda Outlet's revenue increased by 42% year-on-year
Moreover, the outlet market in the first and second-tier cities is basically saturated, and there are already outlet towns in the third- and fourth-tier cities.
There are few middle-class companies who are not familiar with these outlets, and if they don't know or even buy them, they must not be the middle-class who are thrifty and thrifty.
Maybe pay more IQ taxTake the new products of the season directly at the counter and even buy them directly on the official website？Those are all "fighting chickens" in the middle class, with strong financial resources.
Indeed, really wealthy consumers don't look at the price when they buy things, and they naturally don't go to outlets when they buy famous brandsThey don't buy brands that fall in price, because rich people only buy expensive ones and don't buy the right ones, and there is no reason at all.
As suchThe pseudo-middle class wants to buy things similar to the middle class and try to become the middle class, and the middle class also wants to try to enter the same circle as the high production and small wealth by buying, buying, buying, buying, in short, it's a bit of a distance.
ImplementationChanel, LV and Hermes are free people, they don't enter the Ole, entering is the beginning of the net worth level drop.
Poor cars and rich watches, light luxury to high-luxury brand-name bags, clothing, the general middle class can buy, a better car can also be bought, but the higher the pyramid, the lower level of the hard work to buy things is just the higher level of three meals a day to order takeaway money, the same cheap.
It's not that Ole is bad, just thatEven the discount items of Ole have to shop around, when it comes to a sharp discount, you have to queue up for an afternoon to grab it, and then send a circle of friends to show off, this kind of "pseudo-middle-class" behavior is really unnecessary.
This phenomenon can't help but remind the author of the Sapps in the Congo in Africa, who eat bran vegetables in order to wear a big brand, although they buy **, but they give up food and clothing, alsoDesperate to take all kinds of "loans" to buy, for the sake of vanity or to maintain face in the circleOr is it something else?
There is such a wave of people in the Congo in Africa, who have joinedThe Sapp Association, numbering about 6,000 people, live in slums, with their wives and children underfedIt's not that they don't have money, they don't have much money, it's just that they spend it on brand-name bags and shoes, clothes, ties, hats.
So, that's how African Sapp came!Many of them are migrant workers at the bottom of society, and some are even garbage pickers, and the best ones are self-employed owners, life is also stretched.
You know, the road conditions in the slums are either potholes or depressions, and no matter how bright the clothes are, what's the use?Every day, there is endless mud on the leather shoesWhen I got home, I lived in a dilapidated house, and I didn't even have a decent wardrobe.
People outside the Congo are laughing at them, and people in the Congo who are poorer than them are envying themThey also enjoy this street "envy" of deviant taste, and in this way satisfy their vanity
But why is Sapp so keen on famous brands, and why don't you wear it?This is the historical reason for being "fed" by French clothes back then, so,It's a dignity to put on clothes, only this, the author is convinced.
However, this kindDignity should be replaced by food and clothing, but it is really not necessary
Fortunately, now Sapp has become a kind of "Internet celebrity economy", and there are many tourists who travel specifically to see these Saps, although they can add a little money to their pockets.
But there is no doubt that they will only go with their money to buy better brands, and no one will tell themA big name can't change the life of poverty, it will only make life poorer
However, Tapp is a gentleman, except for a bit of vanityTheir behavior is worth learning Xi, and there will be no bad Xi, which the author also sincerely admires.
AbsolutelyA vain life is also a life, and as long as you want to live this "sap" life, it is not impossible.
From top to bottom, fashion, high street brands are walking social currency, and there are also chains of contempt between brands, even Hermes, the top of the luxury chain, is no exception, butThe middle class doesn't care, because they just want to be "decent" than the people below.
So,Outlets are a good choice for middle-class and pseudo-middle-class consumer brands, the middle class has no more money, no less, just to maintain the decent life of the old, the small, and the free of 30,000 famous brands.
Should I say it or not, the consumption power of the middle class is actually very strong!A lot of praise for the performance of Ole.
In 2023, the world's three luxury giants will have a very hard time, and the profits that can be seen to the naked eye will be less than "100 million". However, the scale of domestic outlets is unprecedented.
According to the data analysis released by the China Department Store Business Association, it is obtained:
In 2022, the sales scale of the outlet industry will reach 210 billion yuan, this hot double speed, compared with 2021, an increase of 8%.
210 billion yuan a year!No, not at the top yet!Just over half of 2023, the outlets industry scaleHalf a year has been reached30 billionIt wasn't so vigorous at this time last year.
Therefore, at the end of the year, the business association broke the scale of 260 billion in the outlet industry, which does not seem to be a problem, and it has to "rely on" a wave of middle class with strong consumption power, as well as the "pseudo middle class" who are thrifty.
According to the data released by the China Chain Store & Franchise Association:
As ofBy the end of 2022, there were about 230 outlets in operation across the country, 23 newly opened outlets.
In 2002, the outlet business began to enter the country, and by 2009, the number of outlets in China barely exceeded 10, but now there are about 230, exactly 20 years, at a rate of 20 times.
According to McKinsey**, sales in China's outlet market will reach 390 billion yuan in 2025.
For the least amount of money, you can buy good value for money at the outlets, such as some sports brand clothes and shoes, ** is really fragrant, which is no problem.
putOle is regarded as a "good and provincial" middle class, and there is also a wave of pseudo-middle class, not to the point of realizing the freedom of famous brands, so Ole is also a better choice for them, more than the upper than the bottom.
However, the hot models of brand-name counters are generally in short supply, and they are sold out on the shelves, and some are not even discounted
Ole is a perennial discount, and the word outlet itself is also "copycat".
If the problem of food and clothing has been solved, those who still have to buy it should still recognize a few classic outlets, like kingsFujing, the first Juda, Sand Ship, Bailian, Shanshan.
There are also some consumers who buy fake goods in "Outlet", such as a consumer in HunanI spent more than 4,000 yuan to buy a Gucci bag, but after taking it to a professional for identification, it was found to be a fake？I can't return it if I go back.
Because the process of defending rights is very troublesome, spending money to identify may be more expensive than Ole goods,Identification may not be able to deal with it properly, so many consumers will not be able to deal with it, and they will treat themselves as wronged.
So, does Ole really sell fakes?
As long as you're not going to a fake outlet, then what you're buying is **.
On the bright side, outlets (outlets) do sell brand-name goods, which are basically at the beginningOut-of-season, off the shelves, and broken code products. However, it is estimated that they were shocked by the consumption power of the domestic middle class.
The style in the outlet store is close to the comparison with the counterNinety percent different, but there's still a 1 in 10 chance of picking up a spill, basically some of the season's new products are a little flawed or something, so they will also be placed in the outlet store for tail goods processing.
But this kind of not to mention that the VIP customers who gave it to Ole first digested it first, and waited until the latecomer prevailedI don't know how sure I can get wool, this is a low-probability event.
Now the outlets are all exclusively supplied by the special line of famous brand factoriesIf you are lucky, you can buy the same style as the counter, but generally you are very lucky.
Outlets also have to maintain operating costsMany famous brands have tacitly taken it upon themselves to design products for the outlet line, even if it is one-third of the original brand, there is no need to be surprised when it appears in Ole, which is not divided between domestic and foreign.
No matter where you fly to any outlet in the world, you can buy the same style at the counter at three folds, that's a miracle, that's luck. Moreover, even Ole has a lot of high-imitation storesoutlets are not patented, and at most a place name is added in front of it, piercing the heart, right?
Some admirers don't spray first, foreign outlets, the water is deeper than the domestic one!
However, since you have chosen Ole, don't be critical of quality. It is a discount origin, to put it bluntly, it is a sinking product of a famous brand, but it is a sheep's head to sell dog meat, and the main thing is that it is willing to fight and suffer, it is all free to buy and sell, legal and compliant, and we can't say anything.
Ole is generally **, butCompared with leather, the counter generally uses the first layer of leather, and the outlet goods generally use ordinary leather.
So,, the chain of contempt for luxury brands also has an outlet circle, everyone who understands it.
Even if you carry the same brand, powerful people can see the difference between the outlet model and the counter model at a glance.
Spending within one's own ability is the best, consumption can boost the economy, but beyond one's ability to "lend" things in a variety of ways, seriously,People who know you know what kind of person you are, so there's really no need to spend something that doesn't fit into your pocket.
Because, people who know you know how many pounds and taels you have, there is no need to elevate yourself, or rely on discounted luxury.
Like,An ordinary watch is worth millions because I have brought it, which is the correct concept of consumption.
What do you think about queuing up at Ole to grab discounts?What you have bought in Ole is good and economical, or you think that Outlet shopping also has many advantages. Please leave your comments and leave a comment.