中国奥特莱斯市场的发展现状与前景展望OUTLETS IN CHINA同昌盛业（北京）资产管理顾问有限公司T&C Asset Management Consulting Limited目录Content中国奥特莱斯发展现状Introduction of Outlets in ChinaPart 12中国与美国的奥特莱斯发展经验对比分析C iO tl tiChid iU it d St tPart 2Comparisons: Outlets in China and in United States 中国奥特莱斯发展前景The Trend of Outlets in ChinaPart 32中国奥特莱斯发展现状Introduction of Outlets in ChinaPart 12中国与美国的奥特莱斯发展经验对比分析C iO tl tiChid iU it d St tPart 2Comparisons: Outlets in China and in United States 中国奥特莱斯发展前景The Trend of Outlets in ChinaPart 33Part1. 11主要运营商中国奥特莱斯发展现状Introduction of Outlets in China1.1 主要运营商Main Operators问12经营规模与地域分布1.6 发展问题Problems1.2 经营规模与地域分布Size and geographical distributionPart 113经营管理模式Part 11.5 建筑形式Architecture1.3 经营管理模式Management Modes1.4 开发模式Development Modes4Part1. 1.1 中国奥特莱斯项目现阶段主要运营者中国奥特莱斯发展现状Introduction of Outlets in ChinaMain Operators of Outlets in China其他地产公司Real Estate Companies OtherReal Estate Companies零售/百货集团Retail/Department Store专业奥莱运营商Professional Outlet OperationPart1. 1.2 奥特莱斯经营规模及地域分布(Size and geographical distribution)中国奥特莱斯发展现状Introduction of Outlets in China现有奥特莱斯项目主要集中于一线城市及沿海地区经济发达城市Outlets in China are mainly located in first-tier cities and coastal areas where economy is growing fast现有项目ProjectsPart1. 中国奥特莱斯发展现状Introduction of Outlets in China 中国现有奥特莱斯区域数量分布Outlet in different citiesPart1. 中国奥特莱斯发展现状Introduction of Outlets in China2002年奥特莱斯作为一种新的商业模式被燕莎带到中国，经过近2002年奥特莱斯作为种新的商业模式被燕莎带到中国经过近10年的发展，已分布在全国10个省、直辖市，数量达到23家，建筑面积约141万平方米。
筑面积约141万平方米As a new business model,outlets were introduced into China by Yansha,yGroup in2002.By May2011,a decade from2002,China has23outlets which the total GFA is1.41million square meters.8Part1. 2002年-2011年中国奥特莱斯面积及数量中国奥特莱斯发展现状Introduction of Outlets in ChinaTotal number and total area of outlets in China from year 2002 to 2011万平方米(10K sq m)2321211501410211821122110100112.578.662.526.5141.0127.5351721521211累计建筑面积505.53.51.7Total GFA累计数量Total amountPart1. 1.3 经营管理模式中国奥特莱斯发展现状Introduction of Outlets in ChinaManagement Mode10Part1.纯商业开发综合地产开发中国奥特莱斯发展现状Introduction of Outlets in ChinaPure Retail development In a mixed use real estate development由零售/百货集团和专业奥特莱由地产商来进行开发奥莱的主斯运营商来进行开发其追逐的是商业项目的长期发展及增值潜力，而非短期的资金回报。
要目的是通过参与政府对开发区或新城的商业开发，以低价拿取土地，转而开发住宅项目，1.4开发模式Development retail /department store groups focus on location,business 从而快速回笼资金，赚取利润。
revenue source is more diverse in an outlet project lead by the real estate developer.Besides modeenvironment and target customers of the outlet.The ultimate goal is the long-term p the outlet operation revenue,sales of apartments and income from hotels and office buildings business development and potential growth.are also part of the total revenue for the developer.11Part1.庄园式/花园式Manor/Garden style城堡式中国奥特莱斯发展现状Introduction of Outlets in China y castle style1.5建筑形式/风格Architecture/style12百货式大卖场式Part1.1.6 中国奥特莱斯项目现阶段发展问题中国奥特莱斯发展现状Introduction of Outlets in China Problems2341品牌渠道受限Limited sourcing and折扣差距The discount outlets业态功能单一The function of outlets山寨当道“Pirate outlets” are leasing channels foroutletsoffered is relativelyunattractive.is too simple everywhere国内奥特莱斯的一线现有奥莱业态以零售山寨“奥特莱斯”大目前国内奥莱经营国品牌折扣度在5-8折，国外品牌折扣度在4-7折；而国外奥特莱斯同等品牌折扣度通常为主，占90%以上，餐饮及配套服务比例较低，整体业态组合过于单一。
行其道。
这些山寨奥莱，既分布在一线商业发达城市，同时出现在全国的二三线城外品牌的渠道以代理商为主，品牌数量过少、渠道狭窄，无法满足消费者对更多一在5折以内。
In general,a20%to50%discount can be offered bythe top brands and a30%to60%discount by otherOutlets in China consist ofmore than90%of retailstores and only less than10%of restaurants and市，扰乱真正奥莱的发展。
In China,pirate outlets,whichmainly sell domestic brandsand some other second or 线品牌的追求。
Usually,brands providetheir products to the outletsdirectly.Whereas In China,the sourcing and leasingforeign brands in outlets;whereas,the discountprovided in foreign outlets issupporting services.Thefunction for a typical outletin China is too simple.third tier foreign brands,arequite popular.Those“outlets”will affect real outlets market.channel are limited.Manybrands still operate in Chinathrough a third party-agent.中国奥特莱斯发展现状Introduction of Outlets in ChinaPart 1中国与美国的奥特莱斯发展经验对比分析C iO tl tiChid iU it d St tPart 2Comparisons: Outlets in China and in United States 中国奥特莱斯发展前景The Trend of Outlets in ChinaPart 314Part2.中国与美国的奥特莱斯发展经验对比Comparisons: Outlets in China and in United States 幼稚期向成长期的转型阶段奥特莱斯业态的成熟期St t美国U i d Stage: transition period from immature tomature数量：23Stage: mature数量：325中国China UnitedStates Outlets：23奥特莱斯营业额占全国零售总额的0.25%Outlets：325奥特莱斯营业额占全国零售总额的5%Percentage of total outlet sales to domestic 国际一线品牌少，其现有的部分品牌缺乏Percentage of total outlet sales to domesticretail sales: 0.25%国际一线品牌汇集众多，认知度高Brands in Outlet: : lots of World classretail sales: 5%认知度Brands in Outlet: many of them lack brandawareness折扣范围相对少且折扣不够有吸引力brands折扣商品多，并且折扣力度大Discount in outlets: relatively large discount;折扣范围相对少，且折扣不够有吸引力Discount in outlets: relatively less discount;only covers a small portion of goods种类繁杂行业集中度低covers a larger portion of the goods经营集中化，排名前四的运营商数量是整种类繁杂，行业集中度低Few major operators hold a large market share个市场的54%centralized--four operators ranking top 4 hold54% of the entire market中国奥特莱斯发展现状Introduction of Outlets in ChinaPart 1中国与美国的奥特莱斯发展经验对比分析C iO tl tiChid iU it d St tPart 2Comparisons: Outlets in China and in United States 中国奥特莱斯发展前景The Trend of Outlets in ChinaPart 316Part3.奥特莱斯未来项目主要集中于二三线城市，并以沿海城市居多。