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奥莱门店扩张、特卖平台会员规模增长，折扣零售线上线下同步扩容_我的网站

一 |     　　炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！　　“可以买贵的，但不能买贵了”正在成为年轻一代的消费取向，“质价比”取代单纯的“性价比”成为主流决策依据，中国零售市场正经历一场价值重构。　　2026年上半年，品牌折扣赛道景气度持续上升——线下奥特莱斯客流、销售两旺，线上特卖平台如唯品会的高价值用户规模持续增长。    

    Visitors at the Eight Immortals Crossing the Sea scenic area in Yantai, Shandong Province Photo: VCG
I first watched the movie All Wishes Come True on a sweltering evening in Beijing, the kind of night when the city's heat presses against the windows and the air-conditioning struggles. 
The comedy, widely considered one of the best-reviewed Chinese animated features of the 2026 summer season, unspooled its turquoise landscapes and bureaucratic immortals with a lightness that belied the depth of its source material. By the time the credits rolled, I found myself less interested in the characters' KPI struggles than in the place they called home: Penglai - the northern tip of the Shandong Peninsula in East China, where myth and shoreline have shared the same address for more than 1,000 years.
By one Saturday morning, I was on a high-speed train heading east from Beijing, the film still playing in my head. "Don't ask where they came from," the movie's quiet refrain goes, "only where they are going; don't ask about gains or losses, only about right or wrong." It felt like decent travel advice.
    A colorful 3D relief depicts the classic Chinese mythological legend 'The Eight Immortals Crossing the Sea' at the Penglai Pavilion scenic area Photo: Xu Liuliu/GT
Fairyland of the mortal world
Stepping off the train, Penglai announced itself gradually. The air cooled. The sea appeared, first with shimmering light, then as a broad, restless presence. The average temperature here sits at around 12.5 degrees Celsius for the whole year; winters refuse to freeze the spirit, summers decline to scorch it. Locals call the place "the fairyland of the mortal world," and for once the slogan does not feel like municipal overreach.
I began, as most pilgrims do, at Penglai Pavilion. The Song-dynasty (960-1279) complex rises from a cliff as if the rock itself had decided to become architecture. It is the only seaside member of China's four great ancient towers, and the only one that smells of salt. From its highest platform the Yellow and Bohai Seas meet in a visible seam of color, two blues arguing politely about territory. Legend insists the Eight Immortals gathered here, drank too well, and then crossed the water by their various supernatural means. Standing in the same spot, I could almost hear the clink of chalices.
The pavilion is not a museum of relics so much as a working stage for memory. The hall of Lü Dongbin, one of the Eight Immortals, still receives incense. Stone tablets carved with poems by generations of visitors lean against one another like old friends. In the afternoons, costumed performers - local "NPCs" of the Eight Immortals - wander the stone paths, joking with tourists, offering blessings, occasionally breaking into song. Children chase a character carrying a flower basket; adults pose solemnly beside Tieguai Li. The boundary between screen and shore softens.
One of the locals, who grew up within sight of the pavilion, told me this was the season for haishi - the mirages that have made Penglai famous for centuries. Sea mirages, sea mists, and horizontal fog form the three maritime wonders here, appearing without schedule and vanishing just as quickly. I waited an hour and alas saw only ordinary clouds. Still, the sense of possibility felt sufficiently satisfying. 
Across the water lies the Eight Immortals Cross the Sea scenic area, laid out in the shape of a giant gourd - Tieguai Li's preferred vessel. From the highest pavilion the gardens, pavilions, and sculpted figures form a coherent narrative of ascent and departure. Wandering in the area, you will see that the water is calm, the sky the exact shade of celadon used by the animators. It was easy to understand why story-tellers kept returning to this stretch of coast: the landscape itself seems to invite transformation.
Penglai is not only myth. The old water city, China's best-preserved ancient naval base, still holds the outlines of docks where warships once waited. Nearby stand the memorials to Qi Jiguang, the Ming Dynasty (1368-1644) general who defended these shores against Japanese pirates. 
The same peninsula that dreams of immortals also remembers the hard work of keeping the sea lanes open. The film's protagonists, for all their comic incompetence, share a stubborn sense of duty toward the human world. Standing among the fortifications, I felt the two strains of the place - celestial and martial - settle into balance.
    The iconic memorial archway 'Penglai on Earth' at the Penglai Pavilion Scenic Area in Yantai, Shandong Province Photo: Xu Liuliu/GT
Banquet from sea
Food here is another kind of story-telling. At a small restaurant in the city I ordered Penglai noodles, thin and springy, swimming in a broth that tasted of the morning's catch. Later came an "Eight Immortals banquet," each dish inspired by one of the legendary figures: a crisp fish for the crossing, a fragrant wine for the celebration afterward. The wines themselves deserve attention. Penglai sits on the same latitude as some of the world's great vineyards. 
In the late afternoon light, the grapes looked almost black, and the air smelled of sea and oak. A glass of local wine, tasted on a terrace overlooking the water, carried a mineral edge that felt like the peninsula distilled.
Evenings belong to the streets. On Xianjie or Immortal Street, lights come on early. Vendors sell souvenirs of the Eight Immortals' magic instruments, small wooden crutches, fans, flower baskets. Musicians play, children run between stalls, and the smell of grilled seafood mixes with the cooler night air. It is ordinary Chinese night-market life, elevated by the knowledge that the stories being sold have been circulating for a millennium.
I spent my last morning climbing Laobeishan or Tianheng Mountain to the precise point where the two seas divide. The water on one side was a deeper yellow, on the other a clearer blue. Tourists took photographs, capturing the magical sight of the water's two different colors. 
Penglai is much more than what is portrayed in the movie. The cliffs, the pavilion, the mirages, and the slow accumulation of legend were here long before any animator arrived. Yet the film has done what good popular art sometimes does: it has given a new generation a reason to look again. Walking back down the mountain that morning, I kept thinking of the line about not asking about origins, only about destinations. 
Penglai's destiny, it seems, is simply to remain itself - half myth, half working harbor - while the rest of us keep arriving, notebooks open, cameras ready, half expecting to see haishi.
。　　品牌折扣赛道景气度持续上升　　曾以“绝对低价”为核心驱动的消费竞争，如今已进入新的阶段——不再单纯追求价格最低点，而是向“品质低价”演进。

二 | 消费者被单纯低价吸引的同时，也会结合品牌、品质以及背后的体验、服务等综合权衡后再做选择。　　《2026上半年折扣零售行业报告》显示，2026年上半年全国新开折扣门店超过12000家，平均每天约新开67家。折扣化趋势下，消费者更倾向选择简单直接的折扣方式，在折扣渠道完成购买渐成习惯。　　与此同时，消费者并不愿意为低价折扣牺牲商品价值。以更低成本购买更优质商品的需求，给折扣零售带来增长空间，奥特莱斯、折扣零售行业景气度随之上升，其核心在于品牌折扣契合了当下消费者“既要质量、又要价格”的购物趋势。

三 | 　　线下奥特莱斯的表现较为突出。2016年以来，3.0时代的奥特莱斯已由单纯的购物场所，发展为集购物、餐饮、娱乐于一体的综合体验中心，成为城市微度假目的地。行业规模持续扩张，2021年至2025年间，奥莱行业总销售额接近翻倍。

四 | 2025年全国奥莱销售额约2600亿元，2026年预计超过2800亿元，同比增长8.3%。　　从具体项目看，杉杉奥莱自2019年被唯品会收购以来，聚焦新一线、二线及重点省会城市稳步扩张，门店由5家增至22家，已成为国内已开业门店数量最多的奥莱集团。2026年上半年，杉杉奥莱整体销售保持20%以上增长。

五 | 　　线下折扣门店扩张加快、赛道竞争加剧的同时，线上特卖平台吸引了更多高价值用户。以唯品会为例，最新披露的财报显示，2026年二季度其GMV为506亿元，订单数1.82亿。会员方面，唯品会超级VIP（SVIP）用户规模持续增长，目前已突破1000万。　　折扣零售已进入“买方市场”　　从上半年日均新开67家折扣门店的速度，到奥特莱斯2026年预计超过2800亿元的规模，再到唯品会SVIP规模破千万，品牌折扣的红利期已全面到来。但红利并非均沾，能否承接这股浪潮，取决于渠道能否匹配消费者“既要质量、又要价格”的核心诉求。　　价格只是准入门槛，品牌、质量、体验与服务共同构成的质价比，才是最终决策标尺。这背后考验的是企业的选品能力、供应链整合能力与周转效率。　　品牌折扣的核心在于商品与价格的真实性。这要求平台具备较强的品牌直供能力和高效的流通链路。　　以唯品会为例，其模式核心在于“聚集大牌好货的稳定供给和具备竞争力的价格”。这种折扣并非依靠短期大促或临时补贴，而是通过供应链优化让品牌商品长期维持稳定折扣。这也是品牌折扣区别于传统促销的核心——消费者不必等到“双11”，日常即可购买到价格与品质兼顾的正品。

六 | 　　品牌折扣的竞争，本质上是供应链效率的竞争。

七 | 谁能在更短的链路内以更低成本将商品送达消费者，谁就更具竞争力。　　总体来看，在市场供给充分、信息透明度提升的背景下，折扣零售已进入“买方市场”。企业需要更精准地匹配消费者对品质、价格和体验的多重期待，才能在行业竞争中获得持续增长。责任编辑：公司观察。

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