Table of Contents
Executive Summary
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- The market
- Impact of COVID-19 on shopping in outlets
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- Figure 1: Summary of impact of COVID-19 on shopping in outlets, September 2020
- Rapid growth with high concentration
- Companies and brands
- Expanding to lower tier cities and more remote areas
- Dedicated to upgrading infrastructure
- Cultivating brand comprehensiveness
- The consumer
- Awareness of outlets growing after the outbreak
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- Figure 2: Behaviours of visiting outlets, September 2020
- More shopping desire for next visits
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- Figure 3: Products bought in domestic outlets, September 2020
- Going with family
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- Figure 4: Companion for going to outlets, September 2020
- Shopping environment matters
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- Figure 5: Drivers for going to outlets, September 2020
- Discounts are a top factor
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- Figure 6: Triggers for shopping in outlets, September 2020
- The potential of tourist shopping
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- Figure 7: Attitudes towards outlets, September 2020
- What we think
Issues and Insights
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- Place for outdoor family activities
- The facts
- The implications
- Unleash the potential of tourism
- The facts
- The implications
- The dilemma of brand positioning and discounts
- The facts
- The implications
The Market – What You Need to Know
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- Outlets are getting popular
- Family demands
- Domestic brands are rising
Market Drivers
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- Increasing disposable income
- Family trips prevail
- Domestic consumption booms
Key Players – What You Need to Know
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- Expand brand portfolios
- Adapt to online business
- Improve entertainment facilities
Key Players’ Performance
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- Ningbo Shanshan
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- Figure 8: Shanshan outlet in Urumchi, November 2019
- Bailian Group
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- Figure 9: Shanghai Bailian outlet, November 2019
- Friendship & Apollo
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- Figure 10: Friendship & Apollo in Tianjin, December 2020
- SASSEUR REIT
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- Figure 11: SASSEUR REIT outlet in Xiamen, November 2020
- Florentia Village
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- Figure 12: Florentia Village in Tianjin, December 2020
Competitive Strategies
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- Importing latest designs
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- Figure 13: +39Space in SASSEUR REIT outlet, December 2018
- Rising mass and domestic brands
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- Figure 14: Li-Ning and Warrior in SASSEUR REIT outlet, December 2020
- Experiential shopping
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- Figure 15: The Fantasy Jungle in Chengdu Florentia Village, September 2020
- Online outlets provide further convenience
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- Figure 16: Florentia Village online store, December 2020
Who’s Innovating?
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- Embracing new retail
- Travel and shopping
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- Figure 17: Yitian outlet, November 2020
The Consumer – What You Need to Know
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- Low penetration with greater potential
- Family-driven shopping
- Brand portfolio matters
- Dining is also important
Visits to Outlets
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- Recovering visits after the outbreak
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- Figure 18: Behaviours of visiting outlets, September 2020
- Low penetration in tier two and lower cities
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- Figure 19: Behaviours of visiting outlets, by city tier, September 2020
- Post-80s and post-90s major buyers after COVID-19
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- Figure 20: Behaviours of visiting outlets, by age, September 2020
Purchased Products
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- Fashion wear mainstream purchase
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- Figure 21: Products bought in domestic outlets, September 2020
- Increasing demand for next visit
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- Figure 22: Products bought in domestic outlets, September 2020
- Homeware has good potential
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- Figure 23: Products bought in domestic outlets, by gender, age and education level, September 2020
- Men’s preferences
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- Figure 24: Products bought in domestic outlets, by gender, September 2020
- Attitudes of high earners
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- Figure 25: Products bought in domestic outlets, by monthly personal income, September 2020
Companion for Going to Outlets
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- Family outings are preferred
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- Figure 26: Companion for going to domestic outlets, September 2020
- Family leisure is called for in lower tier cities’ outlets
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- Figure 27: Companion for going to domestic outlets, by city tier, September 2020
- Shopping with friends
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- Figure 28: Companion for going to domestic outlets, by age, September 2020
- Family shopping
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- Figure 29: Companion for going to domestic outlets, by purchased products, September 2020
Drivers for Going to Outlets
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- Shopping experience top priority
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- Figure 30: Drivers for going to domestic outlets, September 2020
- Luxury brands vs mass brands
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- Figure 31: Drivers for going to domestic outlets, September 2020
- Lower tier consumers require more
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- Figure 32: Drivers for going to domestic outlets, by city tiers, September 2020
Purchasing Triggers
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- Huge discounts prevailing factor
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- Figure 33: Triggers for shopping in domestic outlets, September 2020
- Attractive activities for high earners and families
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- Figure 34: Consumer’s expectations for exclusive activities when shopping in domestic outlets, by family structure and monthly personal income, September 2020
- Limited impact of COVID-19 with slight changes in triggers
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- Figure 35: Triggers for shopping in domestic outlets, by behaviours of visiting outlets, September 2020
Attitudes towards Domestic Outlets
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- Extended shopping experience is desired
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- Figure 36: Attitudes towards domestic outlets, September 2020
- Pleasing high earners a challenge
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- Figure 37: Consumers’ attitudes towards product price and quality in domestic outlets, by monthly personal income, September 2020
- Tourist shopping
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- Figure 38: Attitude on visiting domestic outlets when travelling, by drivers of going to outlets, September 2020
- Discounts vs brand position
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- Figure 39: Attitude on domestic outlets, by purchasing triggers, September 2020
Meet the Mintropolitans
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- Keen on service
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- Figure 40: Triggers for shopping in outlets, by consumer segmentation, September 2020
- Buying more, buying quality
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- Figure 41: Purchased products, by consumer segmentation, September 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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