中国，出口购物中心发展最快的地方 [联合国媒体]

The outlet mall is well placed to outperform in both periods of strong and weak economic growth

不管在经济增长强劲还是在经济增长疲弱的情况下，出口购物中心的表现都很出色



Designer outlet operators, which previously focused on the US and Europe, are now casting their eyes further eastwards to Asia, most notably to China. The global expansion of outlet malls presents significant investment opportunities as they have proved to be relatively immune to cyclical economic and real estate market swings, as compared to other core real estate sectors which have more pronounced market cycles.

以前专注于美国和欧洲的出口商开始把目光投向了亚洲，特别是中国。全球出口购物中心的增多，给商家提供了更多的投资机会。与有显着市场周期的其他投资领域相比，相对来说，不受周期性经济和投资市场波动的影响。

But what are outlet malls and what makes them so special? Typically, they are single-storey, village-style retail centres, selling goods at a 30 to 70 per cent discount. They do, however, come in all shapes and sizes, and naturally vary in quality. Ownership is largely accounted for by a few major players who tend to manage the better schemes, plus a larger group of single or small portfolio owners.

但什么是出口购物中心呢？出口购物中心怎么会如此特别呢？通常来说，它们是小的单层的零售购物店组成的商场，以30%-70%的折扣价出售商品。所售的商品也是各种各样的，质量也各不相同。店铺的经营者包括有更好的经营方案的主要经营者、个人和小型投资群体。



In poor economic times, outlets benefit from a more cost-conscious consumer and surplus stock on the high street, meaning retailers are channelling more goods through this medium. In 2008 and 2009, the sector demonstrated excellent resilience to the poor market conditions - sales fell only by 0.5 per cent compared to the European average of a 5.4 per cent contraction, showing its resilience in a low-growth environment.

在经济不景气的时期，出口零售店通过薄利多销，处理自己的卖了很久的存货来获取收入。也就是说商家通过薄利多销的方式卖了更多的商品。在2008年和2009年中，尽管市场环境比较恶劣，该行业也表现的很不错---销售额只下降了0.5%，但欧洲销售额的平均降幅为5.4%。这体现出这个行业在经济增长缓慢时期有极佳的市场回弹力。



Another factor that supports outlet mall growth is the positive sales underpinned by long-term consumer trends, such as the growth of online shopping. The ability to compare prices online is a challenge to retailers selling full price products. This is where the outlet mall model comes in.

另一个因素是人们长期的消费趋势（例如网上购物的人越来越多）也促进了出口的销量。出口零售模式的出现，使得人们可以在线比价，这对按原价销售商品的商家来说是一个大的冲击。

Urbanisation and the creation of wealth has seen Chinese consumers’ focus shift from basic needs to improving their quality of life. Wealthy Chinese consumers are brand conscious and are willing to purchase material goods. Chinese millionaires, who are on average 20 years younger than their peers in the US or Europe, tend to be more fashion conscious and interested in celebrity culture. Luxury goods are seen as a way to showcase their wealth and social status.

随着经济的发展，人们的生活也变得越来越城市化，收入也越来越高，这使得很多中国消费者对生活的要求从满足自己基本的生活需求变成了追求有品质的生活。中国的有钱人买东西喜欢追求品牌和品质。中国的有钱人平均比美国和欧洲的同龄的有钱人看起来要年轻20岁，他们更追求时尚，对名人文化也更感兴趣。奢侈品在他们心中是有钱和有社会地位的象征。

China has room for four times more outlet malls, says industry leader

行业领导者认为中国的出口市场销量能达到其他国家的4倍以上。



Outlet malls are expected to continue to grow in popularity, with shoppers seeking aspirational brands, good value and an exciting shopping experience. This small, specialist part of the retail market, underpinned by sound supply and demand fundamentals, offers some of the most attractive risk-adjusted returns in the real estate market.

预计出口购物中心会更流行，因为消费者能在其中能找到自己喜欢的品牌，有价值的商品，得到很好的购物体验。在满足良好的供求平衡下，这个特别的、小的零售市场，在经济市场中，给投资者们提供了可观的投资回报。