2Q 2020 Financial Results
ā
-
Outlet's Competitive Edge Against Other Retail Models
Product Mix
Pricing Strategy
Consumer Experience
Outlets
Department Store
Luxury and high-end
brands
Middle to high-end brands
Shopping Mall
Middle to high-end brands
Normal
Normal
Large Discounts
Suburbs
Middle Class
(small area with compact
layout)
City Center
Mass Market
City Center
Mass Market
Location
Segment
Authenticity
Brand Owners
Advantages Over Online
Higher Profit Margin
Quicker Payback Period
Enhanced Inventory Management
Online Platform
Low priced products
Low
x
(no in-store shopping
experience)
Mass Market
Possibility of counterfeit
goods
Customers
Better Shopping Experience
Outlet Malls'
Competitive
Edge
ā
Product Authenticity
High Discounts
Access to a Wide Range of Products
Why outlet is generally not impacted by e-commerce
-
Product mix per transaction via online platform ~ RMB 200 vs per transaction at the outlet malls ~RMB800/1000 => minimal product overlap
Economics- online sales of outlet brands incur 20% commission vs 10-16% commission at the outlets.
Authenticity - 10X penalty / reward for selling by merchants / reporting by customers, of fake goods ensure no fakes goods at outlet
Source: China Insights Consultancy - Independent Market Research Report
SGinvestors
REIT
SASSEUR
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