Luxury consumption has returned, and the total sales of national outlets last year exceeded 100 billion yuan

　　The epidemic has changed consumers' living habits and shopping methods to a certain extent, and the outlet industry has ushered in its "high-light period" in the Chinese market.

Because of the business characteristics of "famous products + discounts", Outlets have shortened the distance between luxury goods and ordinary consumers, and become a high-quality consumption destination for consumer return, leisure and entertainment, and micro-vacation. main force.

This can be seen from the continuous heavy volume of the national outlet incremental market in the past year.

The sales performance of many outlets frequently hit new highs.

　　The "Annual China Outlet Data Ranking List" released a few days ago shows that the total sales of outlets nationwide exceeded 100 billion yuan last year, of which

outlet with annual sales of more than 5 billion yuan exceeded 4 billion yuan. There are

outlets with over RMB 3 billion,

outlets with over RMB 2 billion,

outlets with RMB 1 billion

.

The best selling is Bailian Outlet Plaza (Shanghai Qingpu), whose sales performance last year was 5.5 billion yuan, making it the first outlet in China to exceed the 5 billion yuan mark, setting a new record for annual sales of Chinese outlets. record.

As the largest outlet in North China, the sales of Beijing Capital Outlets in 2021 will exceed 4 billion yuan.

　　The performance of foreign companies is also good.

Florence Town, which belongs to Italian commercial real estate group RDM, will celebrate its first 10th anniversary in 2021. The Town of Florence has built more than 500,000 square meters in China, bringing together more than 300 companies in Europe, America and Asia. Famous goods, the territory of famous brand outlets with a total of more than 1,200 shops.

　　This large-scale famous outlet featuring Italian style recently released data showing that in 2021, the total sales of 7 small towns across the country will exceed 11 billion yuan, a year-on-year increase of 15%; the passenger flow of small towns nationwide will exceed 23 million, a year-on-year increase 20% increase.

Among them, Beijing-Tianjin and Shanghai towns are in the forefront of the industry in terms of sales and traffic; other towns also performed well. The sales of Chengdu town increased by 50% compared with last year, and the traffic increased by 36% compared with last year.

　　According to the town of Florence, affected by the epidemic, people are shopping online more.

Florence Town Online Mall has been officially launched since 2018. With the further opening of the official online mall and its WeChat applet and other digital platforms, in 2021, the registered users of Florence Town will increase by 93%, the total number of customers will increase by 83%, and sales will be in 200% growth in 2021.

In the future, it will further expand its territory in the Chinese market. In 2022, the target sales will reach 14 billion yuan, and the target traffic will exceed 6 million.

　　"At present, Bailian has 7 outlets across the country, and we will continue to expand this format in cities such as Qingdao. Compared with ordinary supermarkets and stores, the sales and profits of outlets are very good. A bright spot in performance since the occurrence. Because many luxury purchases remain in the domestic market, and Outlets have become a very important purchasing channel. In the past, Outlets belonged to high customer unit price, but relatively low-frequency consumption, but now The outlet of the company is high-priced and high-frequency consumption, and many of our customers will come to the outlet to consume once a week to two weeks on average." An insider of Bailian Group told Yicai.com.

　　Bailian Group revealed that Bailian is aware of the competition and challenges, so it is striving to increase investment in commercial real estate with room for appreciation. In the future, it plans to deploy shopping malls and outlets in the national market.

Bailian Group plans to condense the "three pillars" potential energy of "commercial retail" as the core of "commercial retail" during the "14th Five-Year Plan" period, and to coordinate multiple industries with the strategic positioning of "one core and three pillars" commercial industry group.

　　In addition, Shanshan Commercial Group, Sasseur and YouA are also actively deploying outlet projects across the country. Shanshan Commercial Group plans to expand to about 20 outlets by 2023, with an average of 3 new outlets per year. ~4 homes.

Large-scale commercial enterprises such as Sasseur and YouA also have their own blueprints for the development of the outlet business.

Among them, Sasseur Real Estate Investment Trust has been listed and issued with a raised amount of S$396 million (excluding over-allotment), and its cornerstone investors include DBS Bank, Credit Suisse, Bangkok Life and many other well-known financial institutions. It is a key step for the group to realize its strategic transformation. Through the listing of trust, Sasseur Group can effectively improve the capital structure of the enterprise and realize the transformation of the enterprise to light assets.

　　Industry insiders believe that the outlet format has evolved and upgraded from the format of selling inventory to a brand-new format. In the future, more and more commercial operators will focus on the city outlet format and enter the outlet segment.

In particular, the combination of culture and tourism will be a major development trend. For example, the outlet project of Shanghai Disney Resort is a case that combines tourism and shopping.

Of course, outlets also have certain thresholds and challenges. For example, the investment amount is relatively high, which requires the operators to have better financial conditions, and there are certain requirements for investment brands, prices and styles. Some outlets have occurred in the past. The business was deserted because of not being able to recruit mainstream brands or not enough price discounts.

　　According to the Tianyancha App, there are nearly 1,300 companies with "outlets" in their names and the status of being in business, existing, moving in, and moving out.

Among them, 54.33% of the enterprises have a registered capital of less than 1 million yuan, and 62.75% of the enterprises were established within 5 years.

From the perspective of geographical distribution, Hunan Province has the largest number of related enterprises, reaching 110, followed by Shandong and Guangdong, with 90 respectively.

Judging from the trend of the number of enterprise registrations (status of all enterprises), in the past 10 years, the number of enterprises with "outlets" in their names increased significantly.

Among them, the number of registrations in 2019 reached 312, a record high; in 2021, the number of registrations reached 235, the second highest in history.