大品牌纷纷扎根，新兴城市消费藏着多少潜力？

Core Viewpoint - The consumption landscape in China is shifting as brands expand into emerging cities, breaking the previous dominance of first-tier cities in retail and lifestyle offerings [1][2]. Group 1: Emerging Cities and Consumption Growth - The growth in emerging cities is driven by population influx and upgraded consumer demand, with a projected 4% year-on-year increase in social retail sales for 2025 [2]. - Cities like Guiyang, Hefei, and Changsha are expected to see a population increase of over 100,000 in 2024, indicating a shift in migration patterns as more individuals choose to stay in their hometowns for work [2][4]. - The demand for quality and experience among young consumers in emerging cities is now comparable to that of first-tier cities, leading to a convergence in lifestyle preferences [4][6]. Group 2: Brand Performance and Market Dynamics - Hema's "Box District Index" indicates strong market performance in emerging cities, with cities like Shijiazhuang and Xuzhou showing indices of 171 and 141, respectively, surpassing the national average [4]. - Hema's sales of Dungeness crabs in Shandong increased by over 150% during the "Eleventh" holiday, with Jinan and Qingdao experiencing growth rates of 450% and 400% [5]. - The shift from low-price competition to quality, personalized, and emotional consumption is becoming mainstream, with consumers in emerging cities increasingly seeking premium products [6][8]. Group 3: Strategic Opportunities and Policy Support - Emerging cities are positioned to benefit from supportive policies aimed at expanding domestic demand and enhancing infrastructure, as outlined in the 15th Five-Year Plan for Shandong [9][11]. - The development of a multi-polar support system is encouraged, with cities like Linyi and Jining being targeted for accelerated growth, creating new opportunities for brands [11][12]. - The robust consumer base and logistics advantages in cities like Linyi, which boasts the largest market cluster in China, are attracting brands like Hema to establish a presence [11][12].