外资“青睐”上海，企业转型谋新求变

Core Insights - Shanghai has become a strategic choice for international brands amid global economic challenges, attracting foreign investment and prompting local companies to transform and adapt [1][2][13]. Group 1: Market Trends - Consumer demand is shifting towards rationality, with a focus on intrinsic product quality and actual service value [2]. - The competition landscape is evolving from mere scale expansion to a "value creation" competition, emphasizing who can deliver more value to consumers [2]. Group 2: Foreign Investment and Brand Strategies - From January to May this year, Shanghai attracted 364 new stores, including 10 global and Asian flagship stores, with high-energy flagship stores accounting for over 20% [4]. - IKEA has repositioned its brand in China, focusing on emotional value in home living and launching various local initiatives, including a significant investment of 160 million RMB for over 150 lower-priced products by fiscal year 2026 [4][5]. - Swire Coca-Cola plans to increase its investment in China, with projects like a new factory in Suzhou and an expansion in Zhengzhou, with a total investment of no less than 900 million RMB [11]. Group 3: Economic Performance - Shanghai's retail sales of consumer goods reached 826.04 billion RMB from January to June, showing a year-on-year growth of 1.7% [9]. - The Chinese perfume market is expected to grow significantly, with a projected market size of 24.9 billion RMB in 2024 and an estimated compound annual growth rate of 8% until 2028 [11]. Group 4: Policy and Institutional Support - Shanghai's unique advantages include an open institutional environment and a strong consumer base, with nearly 1,000 multinational company regional headquarters and over 70 international consumer brand headquarters [13]. - The city has introduced policies to encourage the "first launch economy," including a "white list + differentiated qualification assessment" customs model, which has attracted numerous brands to apply for entry [13][14]. - Recommendations have been made to enhance local high-end brand development through policy support, funding, and talent cultivation to boost their international influence [15].