Otter Rice

Corbett | July 1, 2010 8:42 AM

As part of my retail consulting practice, I work a lot with shopping mall developers to help them figure out how much money their mall can make (or lose), then go to a second or third tier city, visit the site, kick some dirt, meet local officials, send my analysts out to collect market data, meet with retailers and distributors, and eventually collect enough information to drill down deep enough to figure out how much my client should actually spend on the project.

Projects are usually mixed use, meaning part residential and part commercial, and typically pretty big. The past few years there's been a lot of interest in Outlet Centers, and whether this is a trend, a blip, a land grab - I don't know, but I know I spend a lot of time in discussions about Outlets, and look at who is doing what in the industry. It's a new industry, and as such, there are a lot of new entrants. Here's one I just have to share with everyone. Eventually they might read this blog and hate me, or maybe even hire me to fix the English on their company site.

Here's a clip directly from their "About Us" section:

"In the management, Central Asia Otter Rice has used the innovation business model, the shopping park while to move into coordinated process service and so on business necessary shopping, leisure, entertainment, diet, industry and commerce, tax affairs, finance, fire public security, insurance, but also lets all factories, the merchants by zero approach expense admission, and exempts the rent, does not need to handle the business license, transfers adopts "the market to deduct a percentage according to the sales volume partition buckles the spot, does not need to guarantee a minimum, the reality sells the solid buckle" the joint management way management, lets the business reduce the selling costs, reduces the pressure, raises the benefit, the long-term development, realizes altogether wins.

Centralized positioning:

Makes South China first scale biggest genuine Otter the Rice shopping park, international, domestic brand and foreign trade high-quality goods general merchandise factory straight camp discount center.

Management idea:

Central Asia Otter Rice "the long-term development, seeks altogether wins, shares successfully" the management idea, the store without the approach expense, zero rent, adopts "the market to deduct a percentage according to the sales volume partition buckles the spot", and does not need the management strategy which guarantees a minimum."

The giant market opportunity, the superior geographical environment will add the low cost, the more superior service market business model, Central Asia Otter Rice will become the first choice which without doubt the domestic and foreign expense brand will struggle enters and is stationed.

The Chinese, in all fairness, makes complete sense:

"在经营上，中亚奥特莱斯采用了创新的经营模式，购物公园在为入驻商家配套购物、休闲、娱乐、饮食、工商、税务、金融、消防公安、保险等一条龙服务的同时，还让所有厂家、商户都以零进场费用入场，并免租金，无需办理营业执照，转而采取"商场按销售额分段提成扣点，无需保底，实卖实扣"的联营方式经营，让商家降低销售成本，减轻压力，提高效益，长期发展，实现共赢。

中心定位：
打造华南首家规模最大的真正奥特莱斯购物公园，国际，国内品牌及外贸精品百货厂家直营折扣中心。

经营理念:
中亚奥特莱斯"长期发展、谋求共赢、分享成功"的经营理念，商铺无进场费、零租金，采取"商场按销售额分段提成扣点"。

巨大的市场商机、优越的地理环境加之更低成本、更优服务的商场经营模式，中亚奥特莱斯无疑将成为国内外一线消费品牌争相进驻的首选。"

This piqued my interest and tickled my funny bone as well, so I was curious about the team - especially marketing person - running South China's "first scale biggest genuine Otter the Rice shopping park."

Their "Team" section listed some respectable looking people until I scrolled down to the Senior Marketing and Project Manager who is - I'm not kidding - "Manna Woman."

Manna Woman's duties include:

Current position manager, senior market marketing personnel
Central Asia Otter Rice project manager
Gathers marketing marketing plan Limited company manager brightly

So, the question is - If you are a major international brand who prides themselves on quality communication with their customers, would you place your precious brand in the hands of Otter Rice?
　　
PS: For those who don't live here and get it, "Outlets" in Chinese is "奥特莱斯" (ào tè lái sī), which funny enough sounds pretty close to Otter Rice.

Category: Mr. Asia

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