又一批韩国品牌来华开店

Core Viewpoint - The article highlights the resurgence of inbound tourism in Shanghai in 2025, significantly boosting retail performance in commercial real estate, with a notable influx of Korean brands entering the market as a strategic move to establish a presence in China [3][4]. Group 1: Market Performance - In 2025, Shanghai's total retail sales of consumer goods reached 15,212.93 billion yuan, marking a year-on-year growth of 5.0%, outpacing the national average [3]. - The influx of inbound tourists and the increase in tax refund sales have notably stimulated consumption in the cultural tourism, dining, and retail sectors [3]. - Despite the active retail market, the average rent in core commercial areas slightly declined compared to 2024, and the vacancy rate remained relatively stable due to increased supply [4]. Group 2: Korean Brand Expansion - At least 20 Korean brands entered the Chinese market in 2025, with many choosing Shanghai as their first store or flagship location [4][5]. - The current wave of Korean brands differs from the previous "Korean Wave," focusing more on fashion and lifestyle rather than just beauty products [5]. - The "new Korean Wave" is supported by favorable policies and cultural resonance, with brands like MUSINSA planning to open over 100 stores in China within five years, backed by local partnerships [5]. Group 3: Consumer Trends - The Z generation has become the main consumer force, showing a natural acceptance of Korean trends and a desire for unique and practical products [5]. - For sustainable growth in the Chinese market, Korean brands must balance maintaining their trendy identity with deepening local operations to understand the evolving needs of Chinese consumers [5].