3 6 Ke·2025-05-29 01:56Core Viewpoint - The traditional perception of outlet malls as mere discount centers is evolving, with leading brands undergoing significant transformations to enhance their value proposition and customer experience [1][24]. Group 1: Industry and Brand Adjustments - Outlet malls are shifting from a focus on quantity to quality, emphasizing the introduction of new brands and enhancing the "first store concentration" metric [2][17]. - Major operators like Bailian and Shanshan are actively introducing new stores, with Bailian's Shanghai Qingpu outlet planning to add around 14 new stores in the first five months of 2024 [2][18]. - The introduction of mainstream luxury brands remains crucial for maintaining the appeal of outlet malls, with new stores from brands like Valentino and TORY BURCH being added [3][18]. Group 2: Sports and Outdoor Brands - The rise of urban sports lifestyles has led to an increased focus on sports and outdoor brands within outlet malls, with new entries from niche brands like CHUMS and BURTON [6][7]. - The strategy includes attracting unique and trendy brands to differentiate from competitors, enhancing the overall shopping experience [7][9]. Group 3: Dining Experience Enhancement - Outlet malls are moving away from being perceived as "dining deserts" by significantly increasing the number of dining options, with 3906 restaurant brands across 226 outlet projects by the end of 2024 [10][11]. - The top three projects in terms of dining options include Suzhou Kunshan Huqiao World City with 86 dining outlets, followed by Shanshan (Changsha) Outlet and Jinan First Creation Outlet [13][14]. Group 4: Space and Hardware Adjustments - A new wave of hardware upgrades is underway, with several outlet projects expanding their physical space to enhance customer experience and operational efficiency [26][30]. - Notable expansions include the Shanghai Qingpu Bailian Outlet, which plans to add around 100 new shops, potentially becoming the largest outlet in Asia [29][30]. - Projects are also focusing on fine-tuning existing spaces to create a more engaging shopping environment, as seen in the renovations at Zhengzhou Shanshan Outlet [34][36]. Group 5: Emotional Value and Cultural Integration - The evolution of outlet malls is marked by a shift from discount-driven shopping to creating emotional value and unique experiences for consumers [40][41]. - There is a growing emphasis on integrating local culture into the design and operation of outlet malls, fostering deeper connections with local consumers [41][42].