Europe's outlets are generally small in size, unlike China's outlets, which tend to be more than 100000 square meters. Currently, the largest projects in Europe are also around 50000 square meters. Relatively speaking, there is enough space to create more advantages. ICSC investigated several of Europe's largest outlets and explored the secrets of their success.

These projects have three things in common: first, they all have strategic location strategies, which are close to the intersection of expressways and tourist destinations; second, they provide customers with convenient transportation, and constantly send shuttle buses to and from nearby cities; third, because of the large volume, these projects have been incorporated into and integrated into the world's best high-end designer brands, providing excellent brand groups All right.

Julia, CEO of Arthur grant group "Although volume doesn't mean everything, the larger the project is, the more it can provide customers with a broader brand portfolio, more dining options, and more space - planning more social and entertainment formats, more open sidewalks and more diversified architectural styles, children's play areas, modern art and rest areas, and better customer service such as free Free parking. " This is true for the following three largest olais in Europe.

1. Netherlands designer outlet Roermond: outlets with the highest performance in Europe

Holland is a country with beautiful countryside and swaying windmills. The largest ole here is the designer outlet Roermond, built by Arthur grant group and located in the south of Holland and the northwest of Germany.

Arthur Glenn's outlets has always been famous for the shopping style, luxury goods and designer brands of the beautiful shopping village, especially the rurmont outlets. After the second phase expansion, the total area of the shopping mall is 46500 square meters, with 186 brand stores and 25 catering stores. It is positioned as "luxury level" in outlets in Europe.

According to the top 20 annual sales list of European outlets released by ecostra, a German commercial real estate consulting agency, the annual sales of the outlets have been the best in Europe for many years in a row, and even the famous shopping villages of Lavalle in France and Biester in the UK rank second.

Such impressive performance, first of all, can not be separated from its high-end luxury brand portfolio. Rurmont outlets brings top luxury brands, light luxury brands and famous European designer brands into its pocket, with high-end luxury brands accounting for more than 20%. Whether it's Armani, Bally, Burberry, Dolce & Gabbana, Gucci, La Perla, Prada, Salvatore Ferragamo, Hugo Boss, the world's top luxury brands, or young people's favorite coach, Furla, Michael Kors, mulberry, Crocs, Ermenegildo Zegna and other light luxury brands, or Jimmy Choo, Chloe, church's, Karl, which are popular among the fashion people Lagerfeld, Clarks, supreme, Dsquared2, Adidas, under armour, vans, shopping malls can meet the consumption demand of the largest common divisor, becoming a "shopping resort" frequented by customers in Holland, Germany and even Europe on holidays. No wonder, many Chinese tourists complain on the comment website that the biggest impression of outlets is that it is overcrowded and hard to move.

In fact, Rurmond is located in Limburg Province in the south of the Netherlands, with a permanent population of less than 50000. The reason why it is overcrowded shows that ole's location is very good and rare. It is located at the junction of Germany, Belgium and the Netherlands, only 40 miles away from the Dusseldorf Airport in Germany, radiating a wide range of customers and having a stunning consumption base. According to ICSC statistics, Ole radiates a total population of 264 million in the 90 minute radius area, attracting more than 5.5 million overseas tourists every year, 50% of which are Chinese tourists.

The discount range of shopping malls is 30% to 70%. Non EU residents can apply for the exit tax refund service, and groups with more than 5 people also enjoy the exclusive discount. In addition to famous shopping, the shopping mall is also equipped with 25 catering brands, which provide pizza, coffee, hamburger, French pancakes, Turkish food, bread dessert, German sausage, Italian hand-made ice cream and other varieties, so that Chinese tourists can sit down and taste European food.

Rurmond is an ancient city with a history of one thousand years. It is located on the Bank of the Meuse River. The winding river nearby has been transformed. It has exquisite and charming docks and artificial lakes. The old city with a long history is located on the right bank. In the ancient city, there is St. Christopher's Cathedral in Gothic style, with its spire soaring into the sky.

Located in the south of the town, the city museum introduces the history and culture of Rurmond. The kart house city park is a large park in Rurmond, with pleasant green space and neat trees. After shopping in OLE, take a walk along the quiet and retro stone road, go to the museum to have a close look, and go to the park for a stroll. All these are elegant ways to open a trip.

2. Outlet city Metzingen, Germany

About 40 kilometers south of Stuttgart, there is a small town called Metzingen, with a population of only 20000. It has been a famous textile center since the 19th century. In 1923, Hugo Boss established the brand "Hugo Boss". With the development and expansion of the brand, maiqingen became famous.

In the 1970s, Aolaidian, the first large-scale factory of Hugo Boss, began to open. Until 2002, the grandson of Hugo Boss built the famous Maiqingen outlets on the basis of the factory shop. In terms of the number and level of brands, the famous brand outlets of Maiqingen is not as rich as that of Rurmont outlets, with only more than 90 brands, but the positioning is also the luxury level, Armani and Michael Kors. Bottega Veneta, Burberry, Dolce Gabbana, Gucci, Jimmy Choo, Prada, Tod's, Maxmara, Zegana, Tory Burch, Diesel, Coach, Fossil, Polo Ralph Lauren and other brands are enough to attract attention, let alone the world's largest Hugo Boss factory store.

After the expansion in 2017, the overall rentable area is 55500 square meters, including men's and women's wear, children's wear, shoes, leather bags and accessories, watches and jewelry, outdoor sports, cosmetics, home furnishings, travel, toys, underwear, food and beverage, etc. According to statistics, shopping malls attract 3.5 million customers every year, 40% of which are non EU people. Stuttgart is famous for its automobile industry, and many customers will drop in to pick up new cars while shopping.

Maiqingen famous brand outlets is more user-friendly in terms of customer service. The mall provides 3500 parking spaces and a special children's camp, where parents can have a rest. The children's camp provides loving child care services: from creative handmade to joyous group games, from interesting table football to children's make-up and balloon modeling, they can't It makes children feel bored and cheaper. The nursing service is 2.5 euros per hour. Facing Muslim guests, the mall has built a prayer room with prayer stall, Koran and separate toilet facilities to meet their meditation and quiet prayer needs.

In the face of customers who can't afford to wear and match, the shopping mall provides personal customized buyer service, improves customers' fashion taste and finds ideal clothes for every occasion in the most convenient way. The charging standard of fashion buyer is 375 euros per person. Outlets has set up a user-friendly positioning system for tourists, which can guide shopping destinations quickly and concisely.

Maiqingen is also a town with a long history and beautiful scenery. In the north, there are many vineyards and ancient palaces and castles. As early as the 11th century, Maiqingen began to make wine. The wine press square shows the traditional style of grape planting. There is a grape planting Museum on the south side of the square, which introduces the world of wine and grape planting in detail.

3. Vienna, Austria - Parndorf Designer Outlet

Like Rurmont outlets, the Parndorf designer created by Arthur grant group in Vienna, Austria Outlet) also has an excellent location - the shopping mall is located at the junction of Austria, Hungary and Slovakia, only 30 minutes' drive from the city and airport of Vienna, and 25 minutes' drive from Bratislava via A4 highway connecting Vienna and Budapest.

The architectural style of Pandorf famous outlets is bright, bright and elegant. The exterior walls are painted with different colors. It looks full of vitality. It inherits the architectural style of Burgenland and harmoniously integrates with the surrounding crisscross fields and mountains. Customers who don't drive can get to the mall by taking the shuttle bus of OLE from the center of Vienna or the shuttle bus from the Vienna national opera house.

Among the 156 brands of OLE, high-end luxury brands account for 10%, including Armani, Bally, Burberry, Dolce & Gabbana, Ermenegildo Zegna, Gucci, Hugo Boss, Jimmy Choo, La Perla, Michael Kors, Moncler, Montblanc, Philipp plein, Prada, Karl Lagerfeld, Roberto Cavalli, Tod's and other brands. In addition, Adidas, Calvin Klein, Columbia, Levi's, new balance, Nike, puma, Reebok, SKECHERS, under Armour, vans and other leisure outdoor sports brands are also relatively complete. According to statistics, more than 5 million customers visit Pandorf famous outlets every year.

The tourist service center has a very important function, that is, tax refund. As long as a single store purchases 75 euro, it can refund 12% to 15% of the tax. The tax refund can be handled directly in the tourist service center, or at the tax free processing point near the central Cathedral of Vienna.

Burgenland has four distinct seasons. It is hot and rainy in summer and dry in winter. The best travel time is spring and autumn. Speaking of the places of interest here, the State Opera Theatre of Vienna, where Burgenland is located, is the world's first-class large opera house and the main symbol of Vienna, the capital of music. In recent years, Chinese performers have been singing at the Vienna Opera House, which has become a must see for Chinese tourists.