A Research Into Outlets Growth Model In China And Its Influence Factor

With the competition in the field of retailing becoming fiercer, traditional departmentstore is seeking chances to break through the bottleneck as well as new profit niche.Outlets, a typical discount store, came into being in such a competitive atmosphere.Since2004, China’s Commercial Ministry has begun to implement new nationalstandard: Retail Industry Category, which specifically divides the industry into17types, to which factory direct sales center belongs. Starting from discussing thedevelopmental situation of Outlets in and out of China, the use of marketing in themarket segmentation, target market and consumer behavior and strategic managementin the industry environment analysis theory, featuring cases including Peking YanshaOutlets, Shanghai Qingpu Outlets, Guangdong Teemall outlets and Ningbo JiangbeiOutlets. Combining theory and practices, this essay deals with the successful practicesand existing problems of Outlets discount stores in China. Meanwhile, the authoroffers several suggestions as to the development trend of Outlets, a new type of theretailing industry.