Lihpao Outlet is more than just a mall – Stanley Chen: Selling a Lifestyle

▲ Lihpao Outlet attracted large crowds during its trial operation.

Reporter Chen Hanyin / Interview & Photography

The new landmark of Taichung, Lihpao Outlet, grandly opened in January this year. Seeing such prosperity, it’s hard to imagine that the former Yuehmei Amusement World was facing poor management and debt-driven closure just two years ago. The chairman of Lihpao Group took on this hot potato, and the behind-the-scenes team managed to restructure the debts within just two years, combining an outlet mall, an amusement park, and a hotel to create one of Taiwan’s top resort kingdoms. And behind this success is none other than this key figure—Stanley Chen, Vice Chairman of Yuehmei International Development.

▲ Stanley Chen, Vice Chairman of Yuehmei International Development Co., Ltd.

Stanley Chen, Vice Chairman of Yuehmei International Development Co., Ltd., is a law graduate by training with expertise in real estate investment and distressed asset management. He has been fully involved in the Lihpao Theme Park since taking it over from the Chang Yung-fa Group ten years ago. Reflecting on the journey, Chen said, “This place has vast land and is right next to a freeway interchange—it has inherent geographical advantages. What we did was simply to dress it up and let it shine.” It sounds modest, but the process was extremely tough. During his tenure as general manager, he never spent a single Lunar New Year’s Eve at home, staying incredibly busy in hopes of seeing Lihpao gradually grow and thrive.

▲ The Lihpao large-scale integrated resort spans 200 hectares.

Asked how Lihpao Outlet can break through increasing competition in Taiwan’s outlet market and maintain novelty and customer return rates, Chen confidently replied, “Thinking strategically from the perspective of the group, the birth of Lihpao Outlet is not simply about building a shopping mall.” With its vast 200-hectare site and prime location next to a freeway interchange, where vehicles on the Zhongshan Freeway flow non-stop every year,Lihpao Theme Park now combines with the outlet mall, and an international racetrack is also set to open soon. In the future, plans include building a monorail shuttle within the park grounds. Lihpao Resort ambitiously aims to become Taiwan’s most fun mega rest stop.

▲ The international racetrack will eventually align with FIA international standards.

Those who have visited Lihpao Outlet will have noticed that there are almost no high-end luxury brands. Chen mentioned that to create market differentiation, they specially engaged a professional Japanese team to build Lihpao Outlet, introducing many Hokkaido brands so customers can easily purchase Japanese household appliances, cosmetics, and other daily necessities. They also planned a pet-friendly playground.He said, “Shopping is also a way to express one's lifestyle attitude. A pet-friendly space reflects the new lifestyle of our country’s low birthrate, aiming to provide visitors with a relaxed and enjoyable shopping environment.”He also revealed that Phase II of the Outlet is expected to launch in 2018, featuring a spacious, eco-friendly and green-energy space where visitors can walk their pets, falling in love with this all-encompassing resort.