助推潮流与商圈“双向奔赴” 海外小众品牌抢滩中国首店

Core Insights - The article discusses the rise of the "first store economy" in China, driven by international niche brands entering the market and supported by various government policies aimed at promoting high-quality economic development [10][12][17]. Policy Support - Multiple provinces and cities in China have introduced measures to promote the first store economy, with policies released from 2025 onwards in regions such as Tibet, Fujian, Shanghai, and Beijing [6][11]. - The central government has emphasized the importance of developing the first store economy as a key task for 2025, highlighting its role in expanding consumption and upgrading domestic industries [10][11]. Market Trends - International niche brands are increasingly opening their first stores in major Chinese cities like Beijing, Shanghai, and Guangzhou, marking a significant trend in the domestic consumption market [8][9]. - In the first quarter of 2025, 487 overseas brands opened online stores on Tmall International, indicating a shift towards online entry for some brands [8]. Consumer Behavior - Consumers are showing a willingness to embrace new experiences, with the first store economy catering to their demand for personalized and high-quality products [12][17]. - The first store economy is characterized by its ability to fill market gaps with unique offerings, thus driving consumption upgrades [12][13]. Economic Impact - The first store economy is becoming a vital driver for local economic growth, with a reported 21% year-on-year increase in new quality first stores across 24 monitored cities in the first half of 2025 [15][16]. - The growth of first stores is not limited to geographical locations but also emphasizes innovative consumption scenarios and experiences, contributing to a more vibrant commercial environment [14][17]. Brand Dynamics - The entry of international niche brands is reshaping consumer preferences, with these brands often focusing on specialized products and community engagement [9][17]. - The proportion of foreign brands among new first stores has increased from 29.32% in 2022 to 38.06% in 2024, reflecting growing international confidence in the Chinese market [16].