深圳发力首发经济的“双面画像” ：要“流量”更要“留量”

Core Insights - The opening of Shenzhen's MixC shopping center on July 12, 2025, attracted 420,000 visitors and generated nearly 20 million yuan in sales, highlighting the vitality of China's economy and urban competitiveness [2] - The concept of "first-release economy" is emerging as a key strategy for cities to activate consumption and enhance commercial appeal, encompassing new product launches, business models, and services [2] - Shenzhen is positioning itself as a leading city for the "first-release economy," with significant policy support and a focus on attracting new brands and innovative business formats [11][13] Economic Growth - In Q3 2025, Shenzhen experienced a "explosive growth" in its first-store economy, with 222 new first stores, a 34.5% increase from Q3 2024, and a 15% rise compared to the first half of 2025 [4] - The total retail sales in Shenzhen exceeded 1 trillion yuan for two consecutive years, with the wholesale and retail sector growing from 4 trillion yuan to 6 trillion yuan over the past five years [4] - Shenzhen has been designated as a national pilot city for "new scenes, new formats, and new models" in consumption, expected to receive 400 million yuan in special support funds [4] Policy Support - The Chinese government has emphasized the importance of the first-release economy in promoting brand consumption and has encouraged cities to develop brand launch centers [11] - Shenzhen's government aims to add over 1,000 new first stores, flagship stores, and new concept stores within the year, as part of its consumption boost initiatives [11] - The establishment of the Shenzhen First-Release Economy Service Center marks a new phase in the professional and systematic development of the first-release economy [15] Market Dynamics - Shenzhen is becoming the first stop for many domestic and international brands entering the South China market, driven by strong market demand and a young, affluent consumer base [8] - The city is not only a consumer market but also a global manufacturing and innovation hub, with major tech companies launching their latest products in Shenzhen [8] - The competition is shifting from merely attracting new stores to cultivating an ecosystem and deepening consumer experiences [18] Future Outlook - Shenzhen aims to build world-class commercial districts, targeting a retail sales total of 1.7 trillion yuan by 2030 and nearly 2.5 trillion yuan by 2035 [16] - The city must leverage its technological and consumer strengths to transition from a follower to a leader in the first-release economy [17][18] - The focus will be on converting initial consumer interest into long-term loyalty, which poses a challenge for mall operations and brand sustainability [17]