3 6 Ke·2025-07-17 02:22Core 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][20][32]. 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][16]. - Major operators like Bailian, Sanzhichuan, and Shanshan are actively renewing their brand offerings and upgrading their facilities to attract more customers [1][2][20]. - The introduction of mainstream luxury brands remains crucial for maintaining the appeal and competitiveness of outlet projects [3][20]. Group 2: New Brand Introductions - New and unique brands are being introduced to differentiate outlet offerings, including niche sports and designer labels, enhancing the shopping experience [5][7][8]. - The trend of incorporating "new and unique" clothing brands is evident, with a focus on creating an inviting shopping environment rather than just discount-driven sales [8][20]. Group 3: Dining Experience Enhancements - Outlet malls are increasing their dining options to move away from being perceived as "dining deserts," with a significant rise in the number of restaurant brands [9][10]. - Data shows that by the end of 2024, there will be 3,906 restaurant brand outlets across 226 outlet projects, indicating a growing emphasis on food offerings [10][12]. Group 4: Space and Hardware Adjustments - A new wave of hardware upgrades is underway, with many outlet projects focusing on optimizing their space to enhance customer experience and emotional value [21][29]. - Several established outlet projects are undergoing expansions to increase their footprint and improve their competitive positioning in the market [22][23][26]. Group 5: Market Trends and Future Outlook - The outlet industry is witnessing a trend towards larger projects, with 34 new outlet malls over 100,000 square meters opening between 2022 and 2024 [26][28]. - The competition is shifting from merely offering discounts to providing unique experiences and emotional value, indicating a significant evolution in the outlet retail landscape [32].