奥莱存量时代，如何凿开增长新出口？

Core Insights - The core viewpoint of the articles highlights that Shanshan Commercial Group has achieved a remarkable 32% year-on-year increase in effective sales for the first half of 2025, breaking through the stagnation faced by the outlet industry [1][3][5] - The company is shifting its strategy from rapid expansion to a focus on "dual excellence" in performance and quality, aiming to create sustainable growth in a challenging market environment [1][5][19] Company Strategy - Shanshan Commercial's "dual excellence" strategy is a long-term approach that emphasizes quality-driven growth and aims to redefine the outlet shopping experience [3][5] - The strategy includes five core initiatives: flagship store development, brand matrix upgrades, lean operations, deepening user value, and talent development [5][19] - The company is moving from a "selling products" model to creating immersive shopping experiences, which is seen as a key differentiator in the market [7][18] Market Positioning - The company has successfully transitioned from relying on discounts to creating unique cultural and emotional connections with consumers, which has led to significant increases in foot traffic and sales during promotional events [15][18] - During the mid-year sales event, store traffic peaked at 3-5 times the usual levels, indicating a successful shift in consumer engagement strategies [15][19] Consumer Engagement - Shanshan Commercial is leveraging local cultural elements and immersive experiences to attract customers, such as introducing themed attractions and hosting community events [9][11][13] - The focus on creating a "third living space" repositions traditional outlet stores, enhancing the shopping experience by integrating cultural and emotional aspects into the consumer journey [18][19] Industry Implications - The company's approach serves as a model for the outlet industry, suggesting that focusing on value creation rather than merely competing for traffic can lead to sustainable growth [5][19] - The shift towards a quality-driven revolution in the outlet sector may provide a pathway for overcoming the challenges posed by market saturation and competition [19]