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飞速发展的中国经济、迅速形成并扩大的中产阶层、日渐成熟的零售市场和逐渐丰富的国际品牌,这一系列利好因素为奥特莱斯在中国的发展打下了良好基础。不仅如此,中国人注重品牌又喜欢折扣的消费习惯与奥特莱斯的特性可谓天作之合,使得这一舶来的新兴业态在中国遍地开花。值得肯定的是,奥特莱斯在中国的诞生创新了中国零售业模式,但由于商业生态环境和国情的不同,奥特莱斯在中国的发展很不平衡,出现了水土不服。于是乎,奥特莱斯的本土化问题摆到了人们的面前。
The rapid development of China’s economy, the rapid formation and expansion of the middle class, the increasingly sophisticated retail market and gradually rich international brands, these favorable factors for Outlets laid a good foundation for the development of China. Not only that, the Chinese people pay attention to the brand and discount like spending habits can be described as a natural fit with Outlets, making this a new state of affairs in China flowering everywhere. What is worth to be sure is that the birth of Outlets in China has innovated the model of China’s retail trade. However, due to the difference in commercial environment and national conditions, Outlets’ development in China is very uneven, and acclimatized. As a result, the localization of the outlet placed in front of people.