奥特乐 operates a new-format hard-discount chain focused on curated standard consumer SKUs (beauty/personal care, snacks, beverages) with stores of ~200–300 sqm and SKU counts kept under 1,000. The assortment is ~60% brand-discount goods, 20% own brand and 20% excess/closeout; the company aims to grow own-brand share to 50%. Stores run highly lean operations (4–5 staff, self-checkout, digital inventory/replenishment) and report rent+personnel costs around 8% of sales in its target markets, with all stores achieving profitability in their opening month. Reported unit economics: single-store investment ~¥600k, 30-store average monthly sales near ¥2.0M, and reported sales productivity (坪效) of ¥100k. Supply-chain strategy emphasizes partnerships with 100+ domestic and international brands and direct relationships with brand owners and primary distributors to stabilize procurement. The founder, Chen Cheng, brings nearly 20 years of retail experience and the company is headquartered in Chengdu with priority expansion across Sichuan–Chongqing and second-/third-tier cities.

Total raised

$14M

Funding rounds

1

Latest round

Series A

Latest activity

Jan 2023