2020
0
Shopping in Outlets – China – December 2020
2021-01-13T03:02:21+00:00
OX990770
3695
131161
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Report
en_GB
“Shopping in outlets is a new trend driven by consumption upgrading and increasing demand for domestic shopping. Outlets used to be attractive because of their brands and prices. But now,…

Shopping in Outlets – China – December 2020

£ 3,695 (Excl.Tax)

Report Summary

“Shopping in outlets is a new trend driven by consumption upgrading and increasing demand for domestic shopping. Outlets used to be attractive because of their brands and prices. But now, for outlets, providing consumer-friendly entertainment facilities with comprehensive brand portfolios is key to luring more footfalls, since consumers are beginning to treat outlet visits as a family trip or leisure activity. Meanwhile, speeding up digitalization to give consumers more access to outlets, as well as attracting and keeping high-end shoppers during and after the outbreak will maximize revenue in the long term.”
– Jocelyn Dong, Research Analyst

This report examines the following areas:

  • Places for outdoor family activities
  • Unleashing the potential of tourism
  • The dilemma of brand positioning and discounts

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Impact of COVID-19 on shopping in outlets
              • 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
                          • Figure 2: Behaviours of visiting outlets, September 2020
                        • More shopping desire for next visits
                          • Figure 3: Products bought in domestic outlets, September 2020
                        • Going with family
                          • Figure 4: Companion for going to outlets, September 2020
                        • Shopping environment matters
                          • Figure 5: Drivers for going to outlets, September 2020
                        • Discounts are a top factor
                          • Figure 6: Triggers for shopping in outlets, September 2020
                        • The potential of tourist shopping
                          • Figure 7: Attitudes towards outlets, September 2020
                        • What we think
                        • Issues and Insights

                          • 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

                                            • Outlets are getting popular
                                              • Family demands
                                                • Domestic brands are rising
                                                • Market Drivers

                                                  • Increasing disposable income
                                                    • Family trips prevail
                                                      • Domestic consumption booms
                                                      • Key Players – What You Need to Know

                                                        • Expand brand portfolios
                                                          • Adapt to online business
                                                            • Improve entertainment facilities
                                                            • Key Players’ Performance

                                                              • Ningbo Shanshan
                                                                • Figure 8: Shanshan outlet in Urumchi, November 2019
                                                              • Bailian Group
                                                                • Figure 9: Shanghai Bailian outlet, November 2019
                                                              • Friendship & Apollo
                                                                • Figure 10: Friendship & Apollo in Tianjin, December 2020
                                                              • SASSEUR REIT
                                                                • Figure 11: SASSEUR REIT outlet in Xiamen, November 2020
                                                              • Florentia Village
                                                                • Figure 12: Florentia Village in Tianjin, December 2020
                                                            • Competitive Strategies

                                                              • Importing latest designs
                                                                • Figure 13: +39Space in SASSEUR REIT outlet, December 2018
                                                              • Rising mass and domestic brands
                                                                • Figure 14: Li-Ning and Warrior in SASSEUR REIT outlet, December 2020
                                                              • Experiential shopping
                                                                • Figure 15: The Fantasy Jungle in Chengdu Florentia Village, September 2020
                                                              • Online outlets provide further convenience
                                                                • Figure 16: Florentia Village online store, December 2020
                                                            • Who’s Innovating?

                                                              • Embracing new retail
                                                                • Travel and shopping
                                                                  • Figure 17: Yitian outlet, November 2020
                                                              • The Consumer – What You Need to Know

                                                                • Low penetration with greater potential
                                                                  • Family-driven shopping
                                                                    • Brand portfolio matters
                                                                      • Dining is also important
                                                                      • Visits to Outlets

                                                                        • Recovering visits after the outbreak
                                                                          • Figure 18: Behaviours of visiting outlets, September 2020
                                                                        • Low penetration in tier two and lower cities
                                                                          • Figure 19: Behaviours of visiting outlets, by city tier, September 2020
                                                                        • Post-80s and post-90s major buyers after COVID-19
                                                                          • Figure 20: Behaviours of visiting outlets, by age, September 2020
                                                                      • Purchased Products

                                                                        • Fashion wear mainstream purchase
                                                                          • Figure 21: Products bought in domestic outlets, September 2020
                                                                        • Increasing demand for next visit
                                                                          • Figure 22: Products bought in domestic outlets, September 2020
                                                                        • Homeware has good potential
                                                                          • Figure 23: Products bought in domestic outlets, by gender, age and education level, September 2020
                                                                        • Men’s preferences
                                                                          • Figure 24: Products bought in domestic outlets, by gender, September 2020
                                                                        • Attitudes of high earners
                                                                          • Figure 25: Products bought in domestic outlets, by monthly personal income, September 2020
                                                                      • Companion for Going to Outlets

                                                                        • Family outings are preferred
                                                                          • Figure 26: Companion for going to domestic outlets, September 2020
                                                                        • Family leisure is called for in lower tier cities’ outlets
                                                                          • Figure 27: Companion for going to domestic outlets, by city tier, September 2020
                                                                        • Shopping with friends
                                                                          • Figure 28: Companion for going to domestic outlets, by age, September 2020
                                                                        • Family shopping
                                                                            • Figure 29: Companion for going to domestic outlets, by purchased products, September 2020
                                                                        • Drivers for Going to Outlets

                                                                          • Shopping experience top priority
                                                                            • Figure 30: Drivers for going to domestic outlets, September 2020
                                                                          • Luxury brands vs mass brands
                                                                              • Figure 31: Drivers for going to domestic outlets, September 2020
                                                                            • Lower tier consumers require more
                                                                              • Figure 32: Drivers for going to domestic outlets, by city tiers, September 2020
                                                                          • Purchasing Triggers

                                                                            • Huge discounts prevailing factor
                                                                                • Figure 33: Triggers for shopping in domestic outlets, September 2020
                                                                              • Attractive activities for high earners and families
                                                                                • 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
                                                                                • Figure 35: Triggers for shopping in domestic outlets, by behaviours of visiting outlets, September 2020
                                                                            • Attitudes towards Domestic Outlets

                                                                              • Extended shopping experience is desired
                                                                                • Figure 36: Attitudes towards domestic outlets, September 2020
                                                                              • Pleasing high earners a challenge
                                                                                • Figure 37: Consumers’ attitudes towards product price and quality in domestic outlets, by monthly personal income, September 2020
                                                                              • Tourist shopping
                                                                                • Figure 38: Attitude on visiting domestic outlets when travelling, by drivers of going to outlets, September 2020
                                                                              • Discounts vs brand position
                                                                                • Figure 39: Attitude on domestic outlets, by purchasing triggers, September 2020
                                                                            • Meet the Mintropolitans

                                                                              • Keen on service
                                                                                • Figure 40: Triggers for shopping in outlets, by consumer segmentation, September 2020
                                                                              • Buying more, buying quality
                                                                                • Figure 41: Purchased products, by consumer segmentation, September 2020
                                                                            • Appendix – Methodology and Abbreviations

                                                                              • Methodology
                                                                                • Abbreviations

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