The Outlet Transformation Battle: Insights from Shanshan Commercial’s ‘Quality Outlet’ Strategy Upgrade

Shanshan Outlet: Strategic Transformation and Upgrade of “Quality Outlet”.Shanshan Outlet has expertly navigated its transformation, following the success of the largest domestic offering of an Outlet REIT (¥3.48 billion) with the opening of Wuhan Shanshan Outlet and Changsha Shanshan Outlet on September 17, which has generated strong market attention. As Shanshan Outlet aggressively enters a new phase, it is also steadily optimizing its strategy. In the ongoing national outlet transformation battle, with operators like Bailian, Shazhi Chuan, and Bicester already on board, Shanshan Outlet is advancing with a multi-city linked strategy to create a “better” game plan—emphasizing the “self-evolution” of its outlets, making them industry benchmarks with high reference value.Lanzhou Shanshan Outlet invested ¥50 million to transform into the “First Shanshan Garden Outlet in Northwest China”; Urumqi Shanshan Outlet repositioned itself as “An Outlet in a Garden,” creating an oasis in the desert; Nanchang Shanshan Outlet with its “Quality Outlet + Garden Outlet” positioning is constructing an exquisite lifestyle space; Zhengzhou Shanshan Outlet in Zhongmu has created the “First Shopping Scenic Area in Henan—Garden Outlet,” occupying a high ground in central China.

Jinzhong Tianmei Shanshan Outlet has undergone a major brand and space renovation, continuously attracting consumer spending from Jinzhong, Taiyuan, and neighboring cities.The dual-track strategy of “expanding new projects and upgrading old ones” continues to unfold, with Shanshan Commercial’s “Quality Outlet” strategy evolving from scale expansion to quality-focused operations, from spatial occupation to conquering consumer minds. The strategy is proactively breaking through the “era dividends” and “industry tailwinds” to refine a new business model for outlets.The Big Transformation Strategy: The “Explosion of Changes”.The transformation in Lanzhou, Urumqi, Nanchang, and Zhengzhou Zhongmu Outlet projects is not simply a slogan change, but a realignment based on ecological reconstruction and value regeneration under the constraints of existing hardware, business structure, and operational models. According to observations from Ying Shang Network, during Shanshan Outlet’s nationwide transformation, Lanzhou Shanshan Outlet (5 years), Urumqi Shanshan Outlet, Zhengzhou Zhongmu Shanshan Outlet (8 years), and Nanchang Shanshan Outlet underwent major transformations, all coinciding with their anniversary celebrations.Lanzhou Shanshan: Northwest’s First “Shanshan Garden Outlet”.

After nightfall on August 30, Lanzhou Shanshan Outlet illuminated a giant pink and purple butterfly installation at the central area near Gate 1. Symbolizing the determination to break free from the cocoon, it officially upgraded to the “First Shanshan Garden Outlet in Northwest China.” The transformation involved a heavy investment of ¥50 million, making it a core project in the “Heart of Chengguan 2.0” series aimed at boosting consumption in Lanzhou.Lanzhou’s Shanshan Outlet is located in the northern part of Chengguan, halfway up the mountain, with its name “Shanding” (meaning “mountaintop”) echoing the mountain’s topography, further strengthening the project’s branding and location recognition. The outlet, with its lush greenery and sea of flowers, meets the local longing for nature. Lanzhou, located at the intersection of the Qinghai-Tibet Plateau and the Loess Plateau, has complex geography, with sparse rainfall and fragile soil, making it difficult for vegetation to grow. Building a garden on such a mountain represents a luxury for the locals, who, during walks, experience what feels like a rare luxury.The transformation’s core concept is to allow consumers to “feel the surprise of life while walking in the garden.” In other words, this is primarily a garden, and shopping is just an embellishment. Unlike traditional business models, Lanzhou Shanshan Outlet underwent 118 days of transformation, turning from a “commercial island on the mountain” into an urban ecological center.

The outdoor square features over 100,000 plants, with Lanzhou’s city flower, the wild rose, blooming in abundance. Shoppers can enjoy “micro-landscapes” throughout the street, with every corner designed to evoke a sense of relaxation and immersion.The project overcame the challenges of Lanzhou’s clay soil through the installation of a drip irrigation system and by laying grass sod during the night. The project team carefully selected and arranged the plants. The site’s architecture, including its facade, ceiling, and column wrapping, was fully redesigned, introducing landmarks like rainbow stairs and giant butterfly installations. The layout was optimized by replacing the large supermarket on the second floor with trendy street and sports businesses, reinforcing the crowd-gathering effect at Gate 1.The scene creation process focuses on a symbiotic relationship between business and nature. Rather than using ordinary stairs, the street has transformed into a resting and social space. Brightly colored rainbow stairs, with elements like hot air balloons and pandas, draw visitors to take pictures, while paths like the “Jungle Shanding Trail” allow shoppers to interact with nature, evoking childhood curiosity and fun.Urumqi Shanshan: “An Outlet in a Garden” in the Desert.Urumqi Shanshan Outlet, which had already gained recognition as “The First Purebred Outlet in Xinjiang,” took its transformation a step further before the May Day holiday by creating a strong impression of “Building an Oasis in the Desert.”

The outlet underwent a complete brand update to match this new positioning. A new flagship store matrix, including the first discount stores in Xinjiang for Skechers, GAP, and Viko, reinforced Urumqi Shanshan’s dominance. In 2025, new additions included the first-ever discount store for Nike, Puma, and Fila in the region.Nanchang Shanshan: Quality Outlet + Garden Outlet.Nanchang Shanshan Outlet, another flagship project in Central China, is building “The Exquisite Lifestyle Zone of Nanchang Outlets.” With a new positioning, the entire project underwent a major overhaul, adding a large number of fine plants and upgrading the shopping experience. Phase two expansion has already begun, adding 39,000 square meters and connecting the first and second phases with shaded walkways and corridors, boosting the project’s overall impact.The brand portfolio has also been optimized, and new stores such as ACTENATION, Mardi Mercredi, and Asics have been introduced. The outlet now focuses on key categories such as women’s fashion, children’s products, and light outdoor activities. After the overhaul, Nanchang Shanshan Outlet will provide a more diverse range of shopping options, enhancing the “mini-vacation experience” for local shoppers.Zhengzhou Shanshan Zhongmu: “Henan’s First Shopping Scenic Area”.

Zhengzhou Shanshan Outlet in Zhongmu has evolved its strategy by integrating it with local tourism, creating a “Garden Outlet” within a shopping scenic area. Since its eighth anniversary, the outlet has been upgrading its layout, introducing key brands such as KOLON SPORT and Max Mara as flagship stores. The shopping area’s entire green space has been upgraded, and new relaxation zones have been added to enhance the shopping experience.Shanshan Outlet’s Nationwide Transformation Strategy: A Holistic Approach.The nationwide transformation of Shanshan Outlet highlights a fundamental strategic shift from “brand-driven” to “rational consumption” as it adapts to evolving consumer behaviors. The focus is now on a five-sensory shopping experience, where factors like store design, service quality, cleanliness, and comfortable resting spots influence purchasing decisions. This approach leads to the evolution of Shanshan Outlet into an “experience complex,” rather than just a “brand collection” space.Shanshan’s ongoing transformation has become a core strategy, continuously enhancing its competitiveness and driving long-term asset value growth. As the market landscape changes, with the rise of REITs and evolving consumer demands, Shanshan is actively refining its strategies to ensure sustained growth. Through strategic alignment with cities and a commitment to flexible yet forward-thinking planning, Shanshan is establishing itself as a leading force in the outlet industry.