经济新闻
从折扣区到“微度假”：中国奥特莱斯市场热潮持续升温，销售额增长9% 2026-02-25
China’s outlet malls, once known primarily as clearance centers, have transformed into integrated commercial and cultural tourism destinations that combine shopping, leisure, family entertainment, and short-stay vacation experiences, reflecting shifting consumer preferences.The format’s evolution comes as the sector continues to expand. From July 2024 to June 2025, 205 quality outlet projects nationwide recorded combined sales of CNY180 billion (USD26.2 billion), up 9 percent year on year, while foot traffic reached nearly 900 million visits, a nearly 13 percent increase, according to data from the outlets branch of the China General Chamber of Commerce.
Compared with traditional shopping malls, Chinese outlet centers are typically larger and feature distinctive architectural styles, with diverse street layouts designed to create an immersive, even exotic atmosphere. Unlike city-center malls, outlets offer a more experiential environment in terms of shopping space, service quality, supporting facilities, and entertainment options.
A Shanghai consumer who frequently shops at outlets told Yicai that, compared with online shopping, offline shopping retains “irreplaceable advantages and appeal.” Visiting an outlet mall feels like a “mini-vacation,” similar to a suburban day trip, the shopper said, citing spacious layouts, distinctive architecture, and children’s play areas that cater to the entire family.
Despite rising foot traffic, consumer engagement varies widely among stores. Yicai observed at Bicester Village Shanghai that many luxury discount stores were relatively quiet, while popular sportswear brands such as Lululemon, The North Face, On Running, Kolon Sport, and Descente had customers lining up to enter.
In addition to price discounts, some domestic sports brands are using outlets as strategic channels. A staff member at a Chinese sportswear brand told Yicai that, unlike many international sports equipment brands that mainly use outlet stores to clear inventory and drive traffic, domestic brands treat outlets as important venues for trial sales of new products and market penetration. They not only offer basic discounted items but also launch outlet-exclusive colorways and limited-edition products, providing additional appeal to consumers.
Zhang Wei, a key channel executive at Li-Ning, previously said at a consumer forum that outlets are no longer the “drainage channels” for products as they were once defined, but have become a way to offer consumers a new lifestyle.
Source: Yicai Global
