Discount Retail Is Popular, Clothing Consumption Takes The Lead, And New Middle-Class Girl Aolaiweipin Will Find "Treasure"

Offline stores are popular

Having abandoned the shopping mall in the city center, the new middle-class girl turned and walked into the fitting room of Outlets.

Ongo, lululemon, Nike, Adidas, Archaeopteryx, Andema... From the "three treasures" that middle-class girls love most to the sports brands that will not go out of style in ten years, there are many outlets. The girls suddenly found that their wardrobe is not in the city center, not in the broadcast room of the big host, on the contrary, it is in the city's humble outlets.

The online and offline data of Outlets is also evidence. In 2023, the leading data of Outlets shows that the overall scale of China's Outlets industry is expected to exceed 160 billion yuan, and nearly 50 Outlets (excluding Hong Kong, Macao and Taiwan) have broken through the 1 billion yuan mark, setting a new high. The growth rate of clothes, shoes and wearables at Online Olivier Club reached 24%, exceeding the average growth rate of 18.70% for the whole station.

Big brands and low discounts are passed on to girls. The sense of quality of life of the middle class is still there, but they only need to pay less consumption costs. Cost performance and quality - this is why girls find a home to buy clothes in Outlets.

Wardrobe for new middle-class girls

Li Shaona, who lives in Guangzhou, works in Shenzhen, and often travels to Beijing, Tianjin, Shanghai and other places on business, has unlocked a new way of life: in the past, she always took an oversized suitcase to and fro, filled with clothes needed in different seasons and occasions. But now, her suitcase has shrunk several sizes. Accordingly, she began to get familiar with the location of the largest outlets in each city. Li Shaona can almost find "treasure" from Outlets in terms of temporary clothes and daily wear.

Li Shaona is a standard new middle class girl. She is engaged in cross-border e-commerce. Regular clothes shopping every year is not only a work demand, but also her "joy of life". At the beginning of last year, at Yansha Olai in Beijing, she bought two pairs of snow boots with one pair of budget in UGG store; Turning around, in December, she got a 30% discount of international famous down jacket at Vipshop; This spring, in the Lululemon store in the Florence town of Tianjin, she saw the yoga pants with the original price of 1000 yuan, but after the discount, they were only over 300 yuan. If you buy more than one piece, you can get a discount

Outlets are gradually becoming the wardrobe of Li Shaona and countless new middle-class girls.

Coincidentally, the recent trend of popular clothing also testifies to the popularity of Aolai from the side: Chen Qingqing works in a sports brand store of Aolaites in Shenzhen. When dopamine was popular, she observed that a large number of girls in black and white came to Aolai on weekends, and the color of their clothes became bright when they went out.

Similarly, in Guangzhou Wanguo Outlets, the assault suit was the most popular category at the end of last year. The staff said: "At the most exaggerated time, there was a long queue in the sports brand stores. The assault suit was not in the fitting room, but in front of the fitting room."

After the new Chinese style became the top class, the data of Vipshop showed that the sales of clothing themed with the new Chinese style doubled in the month before and after the Spring Festival compared with January last year, and the sales of new Chinese women's clothing nearly doubled.

The wind of brand discount finally blows to clothing consumption.

Quality, cost performance and the joy of buying clothes

"20% off for 1 piece, 20% off for 2 pieces, 55% off for more than 3 pieces; 70% off for Orlay price, 100% off for 500 pieces..."

If you go to Outlets for the first time, you will let girls who press calculators in the rush of e-commerce or hesitate in front of the flagship store of the mall refresh their understanding: the real brand discount is often so simple and unadorned that it will fall to the bottom.

This is also the reason why Li Shaona and her friends turned to Outlets from the downtown shopping malls: good brands, big discounts and happiness.

The new middle class girls gradually began to understand the "consumption left shift": if the social consumption trend is regarded as a coordinate axis, the abscissa is the price, and the ordinate is the quality brand, each girl hopes that the quality brand on the ordinate will remain unchanged, and the price on the abscissa will move less to the left.

This is the secret of Outlets' popularity. It not only helps middle class girls find clothes of the same brand as the flagship store, but also helps them to lower the price. Cost performance and high quality become two indispensable elements for new middle class girls in buying clothes. According to the 2023-2024 China Outlets Industry White Paper, most consumers will purchase Outlets once in 1-3 months, and the amount of each purchase is mostly between 1000-3000 yuan.

More importantly, deep discounts and diversified choices have given new middle-class girls more emotional value: the treasure hunting experience of online and offline outlets has brought consumers not only high cost performance goods, but also the satisfaction of finding treasure - this happiness is like when you are ready to buy the dress in the window of a clothing store at the original price, but accidentally find it, On the special e-commerce, this skirt was discounted by 30%.

After all, in order to make the new middle class girls spend money, they must break the impossible triangle of the retail industry - "experience, quality, discount". They all want it. (By Shen Zhao)

(Source: Yangcheng Evening News)