从规模扩张到极致效率转变 中国在营奥莱销售规模约2390亿元

Core Insights - The report by the China National Commercial Information Center indicates a shift in the outlet industry from "scale expansion" to "extreme efficiency" as the current number of operational outlet projects is approximately 251, with a sales scale of about 239 billion yuan, reflecting a growth of 4.5% compared to 2023, although the growth trend is slowing down [1][2] Industry Challenges - The outlet industry is facing five major issues: slowing growth in luxury goods, multiple diversion pressures, difficulties in attracting brands, heavy operational burdens, and significant transformation pressures [1] - The executive president of the China National Commercial Information Center emphasizes the need for project investors to manage risks by ensuring a robust front-end brand resource and a well-established back-end consumer channel to mitigate issues related to insufficient consumption and diversion [1] Future Trends - The outlet industry is expected to transition from a focus on pure scale expansion to enhancing efficiency through refined operations to boost competitiveness [2] - The market landscape will shift from a dispersed state with numerous brands and enterprises to a concentration of advantages among leading companies [2] - Outlets will break through the limitations of single offline channels to establish an omnichannel sales system, achieving deep integration of online and offline sales [2] - The consumer experience will evolve beyond mere discount sales of luxury goods to an experiential revolution, aiming to create diverse and immersive shopping environments for consumers [2] - The attributes of outlets will further expand from being solely retail channels to becoming investment-worthy assets, attracting more capital interest and participation [2]