A new genre of shopping mall in the form of the popular "off-price" model was formally unveiled in Beijing's Zhonggancun area on May 19, offering 20%-60% discount to consumers.

The mall covers more than 300 famous brands of apparel, shoes, sports and leisure goods and home furnishings that are sold at mainstream shopping malls or boutiques both home and abroad. According to local media, the store focuses more on goods diversity, availability and customer friendliness.

Different from other discount stores that sell outdated goods, the new store will be mainly selling the latest products.
Local analysts quoted in local media say that the appearance of the new store will bring new challenges to the traditional department stores in the capital.

Currently, there are such retailing models as department stores, comprehensive supermarket, convenience store, boutique and shopping malls in China. Off-price stars are a new thing in the country, though it has been very popular in the international market.