As a typical foreign product, Outlets has developed in China for more than 15 years. It was a long development process, outlets development mode in countries such as Europe and America is the main reference object for Chinese ole people. With the development of China's overall economy and retail industry, outlets has also gained rapid development and growth in China. At the same time, driven by the background of consumption upgrading, China's outlets ushered in its own era of diversified innovation.

At the beginning of outlets' entry into China, most of the retailers went to Europe and the United States and other developed countries to learn from each other. From project location, architectural form, business type classification, to business management, a number of classic overseas outlets projects were "moved" back to China. Therefore, the early domestic outlets basically followed the way of composition and matching of European and American outlets The retail sector accounts for up to 90%. However, with the rapid development of domestic economy, the increase of disposable income of urban residents and the change of consumer structure, the simple retail mode has been unable to meet the current consumer demand for more than shopping. Diversified, all-channel, full format, and scenario has become the top priority of the current retail development mode in China.

1. Current situation of outlets in Europe and America

In the 2017 China outlets industry development forum, a foreign high-level outlets shared the experience of the development of European and American outlets, saying that it was early to benefit from the start of Europe and the United States, so people have formed an inherent concept of outlets, that is, the open outlets in Europe and the United States are the real outlets. At that time, both in terms of scale and brand structure, outlets in Europe and America were ahead of outlets in Asia. However, with the rapid growth of China's economy, China's outlets and even the whole retail industry have achieved very rapid development. Although China's outlets may not be as convenient as Europe's and America's outlets in terms of some international commodity supply problems, thanks to the domestic market size and the dividend of recent economic globalization development, Chinese retailers can complete through various channels To supplement scarce goods. From the perspective of business model, outlets with super Ole, culture and tourism Ole, urban Ole, and full format life center are developing rapidly in China. Relatively speaking, in the wave of global consumption upgrading, China outlets is ahead of Europe and the United States in terms of model segmentation and innovation, scene innovation and link. In this process, a large number of excellent enterprises and representative projects are also born.

In recent years, both the profitability of individual projects and the overall scale of outlets market have witnessed explosive growth in China, and fruitful results have been achieved in the fields of business diversification, consumption scenario, cultural heritage, format innovation, etc.

2. From overseas to localization, the integration of architecture and humanity

As most people remember, when it comes to outlets, you can see the exotic European or American architecture. Therefore, outlets seems to be labeled as "Shanzhai". In order to shorten the market awareness and misunderstanding, the vast majority of developers choose the European and American architectural style when planning the project. However, with the maturity of the consumer market and the promotion and popularization of this new industry in the Chinese market, when the core value of outlets is further accepted and recognized, the constraints of the architectural style will be broken. The attempt of combining Chinese local culture and commercial buildings by enterprises represented by sand boat breaks the conventional definition of consumer market's understanding of outlets' architectural form, and provides more reference and significance for outlets to realize localization and differentiation. The collection of red brick and Ming City Wall in the sand boat (Nanjing) outlet not only integrates the ancient city wall culture and modern commerce perfectly, but also introduces a large number of industries with local characteristics. The sand ship makes its outlets a beautiful scenic spot and a test ground for local cultural and commercial innovation.

3. The whole industry is a consumption center and a life center

The upgrading of business comes from the change of market demand. Compared with the traditional retail business, the new business has released more consumption space and attraction for consumers. With the development of consumer market, customer demand also has the initial basic material demand to multi-dimensional emotional demand and spiritual demand. Retailers sell not only a commodity, but also a supply for outlets

The place for commodity trading is more of an interaction center of emotion and emotion. In this place, we should let consumers buy the commodities they like, or ask relatives and friends to stay away from the noise of the city, watch a movie, enjoy a delicious meal or meet a beautiful afternoon tea, and enjoy their body and mind after shopping.

Since entering the outlets business in 2011, Shanshan has been adhering to the development idea of the whole business form and one of the leading enterprises in this field. From Ningbo in 2012 to Taiyuan in 2016, Shanshan outlets has brought a brand-new fashion landmark to the city. After years of innovation and upgrading, Shanshan outlets has gradually strengthened catering facilities, introduced such formats as movie city, parent-child entertainment, business and related living facilities on the basis of continuous optimization and upgrading of retail brands and on-site environment, striving to Provide a one-stop Life Center for every fir fan.

Taking Shanjing outlets square · Ningbo, which opened in 2011, as an example, after seven years of development, the project volume has been expanded from the original 40000 square meters to the current 80000 square meters. In addition to constantly optimizing the brand structure of the square and upgrading the internal environment of the mall, the 23000 square meters of China Resources Wanjia supermarket not only further enriches the business form of Shanjing outlets square · Ningbo, meeting the needs of consumers Consumers' diversified consumption needs, and the entry of China Resources Vanguard has become the first choice of consumers' daily life and consumption in the region

Shanjing Outlet Square · Ningbo has been in the top ten ranks of outlets for many years in a row, not only becoming the leading brother of Shanshan Group outlets, but also becoming one of the benchmark projects of outlets in China.

The success of Shanjing Outlets Square · Ningbo has laid a solid foundation for Shanshan Group to vigorously develop outlets market. From 2015 to 2017, Shanshan Group's outlets in Harbin, Zhengzhou, Taiyuan and Nanchang were successively opened. Based on Shanjing outlets square, different formats were introduced according to the business environment and consumer demand of different regions, striving to make every Shanshan outlets become the fashion highland, life center and urban back garden of the city. In September 2015, Shanshan outlet version 2.0 - Shanshan Outlets Square · Harbin officially appeared. This project not only carries retailing, supermarket, catering and other formats in the overall project, but also introduces the combination of children's entertainment, cinema and video game series formats. The diversified experience makes Shanshan Outlet · Harbin become the local leading comprehensive leisure shopping entertainment The benchmark of Le business provides a reference model for Harbin retail business to develop in a diversified direction. Shanshan Outlet Zhengzhou, which opened in September 2016, not only satisfies consumers' new places for leisure and shopping, but also becomes the back garden of Zhengzhou. It fully integrates the large-scale cultural and tourism resources of Zhengdong New Area. Through cooperation with various channels, it will build Shanshan Outlet Zhengzhou into a collection of leisure shopping, family entertainment and culture Tourism and other multi-dimensional comprehensive new business. The Taiyuan and Nanchang projects, which opened in 2017, also fully tap the advantageous formats and surrounding advantageous resources according to the different cultural characteristics and resource allocation of the local area, bringing a new lifestyle and life experience for consumers in the two cities.

If the establishment of every Shanshan Outlet embodies the wisdom of the previous works and the current popular trend, then Ganzhou, which will be opened in 2019, may become the sailing work of version 4.0 of Shanshan Outlet. Shanshan Outlet Ganzhou is located in Shashi Town, Zhanggong District, which is the most densely populated city in Ganzhou City. The 3-minute drive covers nearly 2 million people in the main urban area of Ganzhou City. It is only 15 minutes drive from the city center where Ganzhou municipal government is located, and the 60 minute drive covers more than 10 million people. 

The total amount of Shanshan Outlet Square Ganzhou project is 100000 square meters, and the architectural style still continues the overall open garden architectural style of Shanshan Outlet. The overall planning and design of the project is carried out by the internationally famous first-class designer team. The project format continues the previous foundation, introduces sports elements for the first time and actively integrates into the Hakka culture system of Ganzhou. On the basis of adhering to the "big brand, small price" pure blood Ole, it subverts the traditional concept of brand discount retail, and makes the project become a park integrating international fashion brands, gourmet restaurants, large supermarkets, children's paradise, chain studios and other formats Shopping experience.

After the completion of Shanshan Outlets Square and Ganzhou, it is expected to become the wind vane of pure outlets and new commerce with the largest scale, the highest grade and the most complete business forms in Gannan, and it will also be an important step to accelerate the urbanization process and improve the competitiveness of Ganzhou. At the same time, the landing of Shanshan Outlets Square and Ganzhou will help to build Ganzhou into the south of Jiangxi And the central city development strategy of the surrounding area is of great practical significance.

4. Dual development, the inevitable way for outlets to develop

The rise of urban outlets stems from the blooming of Shanghai Parkson tourist city square, which was built by Parkson and love group in 2016. Looking back on the development of outlets in the world, the development of urban outlets plays an extremely important role in outlets' channel sinking and self repair of retail business system. Since outlets landed in China 15 years ago, suburban outlets has still been the main direction for domestic investors to develop outlets. However, in recent two years, with the completion of outlets' layout in the provincial capital and the first tier cities, no matter the problem of channel sinking or overall scale in the future, the urban outlets will be an irresistible topic. At the same time, in the traditional In the context of weakening department stores, urban outlets is becoming one of the most favorable exports of commercial real estate in the city. For this reason, since 2015, a large number of domestic retailers and developers have turned their attention to the urban version of outlets. As the urban version of outlets is usually located in this business district of the city, most of them have convenient transportation conditions and short-distance demographic dividend. Therefore, the urban version of outlets can not only meet the needs of consumers in the region for high cost-effective goods, but also meet the daily life consumption needs of consumers within a certain range. On the other hand, for traditional department stores, urban outlets can help them to change the business model under the traditional department store system quickly, which has a positive role in improving stock assets.

Looking at the world, China's outlets is the country with the shortest development time among the major economies. However, in this short period of 15 years, China's outlets has surpassed the developed countries such as Europe and the United States in terms of scale, model and innovation. With the promotion of economic globalization and the continuous evolution and upgrading of consumption globalization in the future, global commerce will usher in a full swing in the future The new transformation and upgrading, the exploration and innovation of China's outlets in the direction of diversification and diversification will provide a positive reference for the development of global outlets.

Looking at the world, China's outlets is the country with the shortest development time among the major economies. However, in this short period of 15 years, China's outlets has surpassed the developed countries such as Europe and the United States in terms of scale, model and innovation. With the promotion of economic globalization and the continuous evolution and upgrading of consumption globalization in the future, global commerce will usher in a full swing in the future New changes and upgrades, China's outlets are diversified

The exploration and innovation in the direction of diversification will provide a positive reference for the development of outlets worldwide.