国际大牌、本土精品，“首店”为何青睐京城？

Core Insights - The rise of "first stores" in Beijing is not just about retail but also about creating unique experiences and social interactions for consumers, particularly among the younger generation [1][5][22] - The Beijing government is actively promoting the first store economy as part of its broader strategy to boost consumption and reshape the commercial landscape [1][12][16] Summary by Sections First Store Economy - The first store concept refers to the first physical location of a brand within a specific geographic area, which can include global, national, or city-level first stores [1] - In 2025, Beijing is expected to see over 900 new first stores, continuing a trend of more than 900 openings annually since 2023 [2][20] Consumer Experience - The first store experience is characterized by a focus on social media engagement, where sharing experiences can enhance social capital among young consumers [5][22] - The transformation of the first store economy has evolved from simple store openings to a more complex ecosystem that includes various forms of launches and exhibitions [5][22] Innovative Retail Formats - New retail formats are emerging that combine different business models, such as retail with dining, culture with experience, and technology with service [7][11] - Examples include immersive experiences like the MINISO LAND and the integration of technology in retail spaces, such as smart home demonstrations [8][10] Commercial Landscape Transformation - The first store economy is reshaping Beijing's commercial geography, with different districts developing unique identities based on their first store offerings [12][22] - Notable examples include the Wangfujing Joy project, which has seen significant sales and foot traffic increases due to its strategic first store strategy [12][13] Policy Support - The Beijing government has implemented various financial incentives for businesses opening first stores, including grants and rewards for attracting new brands [16][17] - The city's efforts to become an international consumption center are supported by policies that encourage diverse first store formats and cultural integration [17][24] Future Trends - The future of the first store economy in Beijing is expected to focus on quality and concept-driven experiences that resonate with consumers' emotional and social needs [22][24] - There is a growing demand for more interactive and experiential retail formats that go beyond traditional shopping [24]