What you need to know

Between 2008 and 2011, consumer awareness of outlets was relatively low, and the market had not yet been cultivated. However, from 2012 to 2017, outlets in China grew rapidly, driven by a consumption upgrade trend among the domestic middle class and the rapid development of the commercial real estate industry as a whole.

Though fashion wear, such as clothing and footwear, is the most popular category that consumers purchase in outlets, we also found increasing demand for homeware and electricals. Consumers’ demands towards outlets are also increasing. They are increasingly looking for a more experiential shopping environment in outlets, especially families with kids. Entertainment facilities are becoming an increasingly important factor consumers consider when choosing an outlet.

Covered in this Report

“Outlet” in this Report refers to online and offline shopping malls where manufacturers and brands sell goods that are out-of-season, in unpopular sizes, or produced especially for outlets for consumers at discounted prices. All surveyed cities have local outlets.

Examples of outlets include Bailian, Capital, SASSEUR REIT, and Shanshan.

For the purposes of this Report, the following products are included in the analysis:

  • Clothing and footwear

  • Jewellery including costume jewellery (made with inexpensive materials or imitation gems) and fine jewellery (made from precious metals, such as gold or platinum, which may also contain precious gemstones).

  • Fashion goods including earrings, bracelets, necklaces and rings

  • Premium watches for both women and men

  • Leather goods including handbags, wallets

  • Luggage

  • Beauty products

  • Homeware

  • Electrical and home appliances

The Report excludes: overseas outlets outside China, factory outlets requiring a ticket for entry, membership discount shops, warehouses, and flash sales retailers (eg Vipshop, HiMaxx (荟品仓)).

Back to top