创新场景+文化融合！国际奢侈品品牌掀起深耕中国市场转型浪潮

Core Insights - In the first half of the year, China's total retail sales of consumer goods reached 24,545.8 billion yuan, with a year-on-year growth of 5% [1] - International luxury brands are actively innovating consumer experiences to deepen their presence in the Chinese market [1] Group 1: Market Trends - A new flagship store in Shanghai combines exhibition, dining, and retail, attracting an average of 2,000 visitors daily, with bookings for August fully booked [3] - The flagship store's opening month saw regional foot traffic increase to three times the usual levels [3] Group 2: Cultural Integration - Luxury brands are exploring new ways to integrate with local culture, exemplified by a renovated old house in Shanghai that offers a unique shopping experience [5] Group 3: Expansion and Upgrades - In 2024, 278 luxury brands are expected to open approximately 350 new stores in China, with 215 in first-tier cities and 137 in non-first-tier cities [7] - 89 brands are set to upgrade 430 stores, focusing on digital transformation and enhancing customer service spaces [7] Group 4: Shift in Business Strategy - International luxury brands are shifting from selling products to promoting a lifestyle, utilizing various non-store formats to create synergies with traditional retail [9]