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On May 28th, the grand launch event for the New Oriental Lags Project—a mega composite health tourism initiative with a total investment of 43 billion yuan—was held in Anshun, Guizhou.The Oriental Lags project spans approximately 20 square kilometers with a total construction area of about 6 million square meters. It will encompass 64 sub-industries across three major sectors: new retail, new cultural tourism, and new wellness. This one-stop leisure destination integrates dining, apparel, wellness, accommodation, retirement living, recreation, entertainment, shopping, and education, serving as a model project for Anshun's vision to become an international all-for-one tourism destination.To date, Phase I has completed nearly 3.5 million square meters of construction, with investments reaching approximately 28 billion yuan.
Located in the heart of Guizhou, Anshun is renowned as the "belly of Guizhou, the throat of Yunnan, and the lips and teeth of Guangdong and Sichuan." This ancient city of mountains and rivers boasts rich history, culture, and cuisine. It serves as Guizhou's "special economic zone for accelerated development," the tourism hub of western Guizhou, and one of China's six major golden tourism routes.
At the press conference, Zhao Gongqiao, Director of the Anshun Municipal People's Congress Standing Committee, delivered a speech highly commending the New Outlets·Oriental Lags project's exceptional contributions to Anshun's local economy, society, culture, and digital economy industrial layout. He also emphasized Anshun's major strategic commitment and determination to leverage its traditional strengths in tourism and wellness industries to vigorously develop the digital economy.
Lawrence, Asia Brand Officer of the Global Outlet Alliance, delivered an enthusiastic address. He lauded the spirit of continuous innovation and progress demonstrated by the outlet industry throughout its over two-decade journey in China. He also highly praised the commercial acumen and strategic vision of Mr. Lin Zhuoyan, a leading figure in China's outlet industry.In his view, the emergence of "New Outlet" heralds the dawn of a new commercial era, poised to exert significant influence and deliver profoundly positive implications for the global outlet industry.New Outlet" comprehensively transcends the limitations of traditional outlet models, completely breaking free from the operational confines of conventional outlets being confined to luxury goods or fashion lifestyle retail. It extends services to fully meet the demands of both supply and demand sides across all production, supply, and sales links, forming a complete closed-loop between production resources and market commodities. This creates an entirely new economic model within a novel ecosystem, enabling future benefits and shared behavioral value across all tiers and nodes of the entire region.
Aligning with Guizhou's national strategy to become "China's first national big data comprehensive pilot zone," the digital transformation of the outlet industry through big data and artificial intelligence is central to New Outlet. Its core values encompass digitizing all things, interconnecting all chains, enabling mutual sales among all merchants, achieving universal interoperability, fostering mass consumption, and empowering mass entrepreneurship.It is reported that the integrated digital New Outlet's application system for digital technology and commercial value-sharing framework effectively addresses industry pain points such as the difficulty in authenticating international luxury goods. This is poised to ignite a new consumer revolution featuring blockchain-verified luxury sales and global consumer membership sharing of consumption value.The Digital New Outlet blockchain e-commerce technology system operates on the foundational logic of blockchain traceability for authenticity and an innovative business model of full-chain value sharing through consumption. Its goal is to establish the world's most technologically advanced large-scale luxury blockchain marketplace, driving the on-chain sales of Chinese national trend products, domestic premium brands, and regional specialty goods. By aggregating billions of members for on-chain consumption and consumption value enhancement, it will stimulate millions of chain merchants to engage in on-chain entrepreneurship, realizing a shared future in the digital new economy.
Government leaders from Guizhou Province, municipal, and county levels, alongside Laurence, Asia Brand Ambassador of the Global Outlet Alliance; Dr. Dong Bin, Director of the China Center of the China-Foreign Entrepreneurs Federation and Chairman of the Board of Directors of Outlet Holdings; Zheng Shaowei, Executive President of Outlet Holdings; and distinguished guests including multinational corporate leaders, renowned entrepreneurs, chamber officials, international friends, experts, scholars, and media representatives witnessed the grand event.
Simultaneously, congratulatory messages poured in from nearly 100 industry associations, authoritative institutions, and chamber organizations worldwide, alongside over 350 renowned luxury brands and operators. A number of internationally renowned investment banks, funds, and multinational corporations also extended their congratulations on the project's launch.
Leveraging influencer IP value to boost brand sales
Enhancing immersive consumer experiences with VR/AR technology
Reporters learned that the new retail segment is regarded as the core driving force of New Outlet. Orient LAGUS. Guided by principles of differentiation, humanization, and diversity, it has created commercial spaces such as the International Designer Apparel Gallery, Top Luxury Brand Exhibition Center, Designer Brand Pavilion,Global Outlet E-commerce Hub. Leveraging the Outlet Group's global network of over 12,000 renowned international brands and international operational expertise, it has deeply aggregated more than 3,000 internationally and domestically renowned brands and designer labels. Through technological empowerment and an innovative O2O e-commerce model, it has established a new retail paradigm integrating online platforms, live streaming, offline display sales, and service experiences.
Uniquely, the Global Outlet E-commerce Hub will be developed into a "New Outlet Influencer Incubation Base" and "New Outlet Signature Influencer Live-Streaming Center," hosting over 2,000 influencer groups. It will comprehensively package and build personal brands for influencers, creating a distinctive New Outlet influencer economy ecosystem. By launching live-streaming across domestic and international markets, it will foster more diverse live-streaming scenarios and innovative new retail models.Furthermore, the project will introduce "Super Influencer Studios" to deepen collaborations with top influencers. These studios will endorse brands within the new retail sector, accelerate product sell-through, and translate influencer and KOL IP value into tangible commercial outcomes.
Additionally, in terms of shopping experience, New Outlet will leverage VR/AR virtual reality technology combined with consumer behavioral data and cloud computing analysis systems to precisely match individual preferences. This enables consumers to achieve a "what you see is what you get" experience regardless of their environment.
According to relevant officials, through reforming and innovating the traditional outlet business model, "New Outlet" is committed to becoming a core force in the operation and development of the new retail industry. It aims to achieve the informatization, intelligence, and smart transformation of global outlet commerce, thereby shifting consumers' traditional consumption mindsets, behavioral habits, and lifestyles. This will ultimately provide all consumers with more direct and tangible gains, security, and happiness through smart and enjoyable consumption.
First-to-market + First-of-its-kind initiatives deeply integrate cultural tourism with wellness and health care
Empowering Anshun to become a "destination for all-for-one tourism"