案例库 · 战略与领导 · 战略决策 · 2006–2025
这条还没译成中文，下面是英文原文。
Urban outlet malls sold a discount that online outlets now sell without the rent
Laboum Outlet in Seoul closed after 20 years, one of several city outlets losing shoppers to online outlet platforms whose discounts no longer need a building.
Laboum Outlet · Lotte Shopping · E-Land Retail · 2025-12-31
怎么回事
Laboum Outlet opened in 2006 next to Seoul National University Station, a multi-floor building selling discounted sportswear, casual clothing, imported goods and cosmetics to the neighborhood for nearly two decades. It closed for good on December 31, 2025, after a farewell clearance sale.
Laboum's closure fit a pattern already visible across Korea's urban outlet sector. Lotte Shopping ran one fewer outlet store than it did in 2019, and E-Land Retail ran seven fewer. Lotte's own Factory Outlet in Gasan, opened in 2016, closed in September 2024 after annual sales fell 9.4% to ₩22.1 billion. NC Outlet's Incheon Nonhyeon branch closed in June 2025.
The value proposition that had defined city outlets — leftover-season stock at a steep discount — migrated online without needing a building at all. Fashion app Zigzag's dedicated online outlet category saw transaction volume grow 35% year-on-year over three months, with shoppers in their 40s driving 72% growth as an age group that had once been the core in-person outlet customer moved to buying the same discounted stock on their phones.
Shoppers interviewed about outlet closures described the shift bluntly: the discounts at physical outlets no longer felt meaningfully cheaper than online prices, while online outlets offered the same leftover-stock bargains without the trip. A format built on undercutting full retail price lost its edge once an even lower-cost channel could undercut it in turn.
为什么会这样
- Urban outlets built their appeal entirely on discount pricing, a proposition online outlet platforms could replicate without the cost of a multi-floor retail building in a city center.
- Physical outlet chains kept operating aging buildings years after per-store sales were already declining, rather than shifting that investment toward the online outlet format taking their customers.
- The 40-something shoppers who had been the core urban outlet customer moved to online outlet buying fastest, showing the migration was not limited to younger shoppers who skip physical retail anyway.
教训
A retail format whose entire appeal is price has no defense once a lower-overhead channel sells the same discounted goods cheaper — a physical outlet's real competitor was one with no building.
后来呢
Laboum Outlet's building emptied after the December 2025 sale. Korea's urban outlet sector kept shrinking, with Lotte Shopping and E-Land Retail both running fewer outlet stores than in 2019, while online outlet categories on apps like Zigzag continued gaining transaction volume across age groups that had once anchored physical outlet foot traffic.
资料来源
- "할인가? 별로 싸지도 않네"…20년 도심형 아울렛 '눈물의 최후' (Daum/이코노미스트, 2025-12-12)
- 서울대입구역 라붐아울렛, 역사 속으로… 12월 31일까지 마지막 폐점정리 세일 (아시아경제)
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