What: they are all posting double-digit growth

Why is it important: a combination of pent-up demand and celebrating the holiday locally due to rising COVID-19 cases in China drives up the outlet sales

Value Retail Group’s villages in Shanghai and Suzhou, saw strong growth during the recent Chinese New Year holiday, despite the reduction in domestic travel due to rising local COVID-19 cases in February.

Overall, compared to the 2019 pre-pandemic level, CNY sales growth reached 184 and 11%, respectively, for Shanghai Village and Suzhou Village, while footfall increased 70 and 42%, respectively, setting new all-time records.

Some 27 boutiques at Shanghai Village and 30 boutiques at Suzhou Village each achieved their all-time highest single day of sales since opening. Spend-per visit grew by 67% for Shanghai Village and 52% for Suzhou Village.

Separate from the Bicester Village Shopping Collection, luxury outlet Florentia Village, which opened its seventh China outpost ahead of the CNY holiday in Chongqing, told WWD earlier that it anticipated three to five times more visitors during the Chinese New Year period this year.

Shanghai’s local retail conglomerate Bailian Group also revealed that its outlet business saw one of the biggest gains among its portfolios. Thanks to rounds of live streaming, its online outlet portal logged a 76% growth from last year during the CNY holiday.

You’a Outlets in China’s second-tier city Changsha told that it achieved double-digit growth.

Luxury Outlets in China Saw Outstanding Chinese New Year Results