本报记者 刘萌 今年以来，首发经济发展势头强劲，各地积极开设首店，助力商业热度提升，掀起消费热潮。 比如，今年前5个月，北京新增落地首店近400家，累计举办首展、首演、首秀等活动近200场；上海新增首店365家，其中 全球及亚洲首店10家，全国及内地首店62家，高能级首店合计占比19.73%。 中国国际经济交流中心科研信息部副部长刘向东在接受《证券日报》记者采访时表示，当前，我国全方位扩大内需，把提 振消费摆在突出位置。随着消费者需求转向多元化、个性化和品质化，首发经济成为各地提振消费的重要举措，众多城市将开 设首店作为首发经济的重要引擎，在提升城市活力的同时，进一步带动消费增长，推动新产品、新业态发展。 苏商银行特约研究员付一夫在接受《证券日报》记者采访时称，开设首店能持续引燃消费市场，是多重因素共振的结果。 从消费端来看，首店作为品牌在特定区域的第一次亮相，天然带有话题属性，尝鲜心理点燃消费者打卡热情。从品牌策略来 看，首店已经成为企业抢占市场的重要手段，高能级首店的布局往往伴随着资源倾斜，比如限量款产品、定制化服务或沉浸式 场景设计等，这既能快速建立品牌认知，又能为商品或服务提供高质量的曝光平台。 政策 ...

在杭州，一个个"新"品牌、一家家新门店，如雨后春笋般涌现。它们有的带来了国际前沿的时尚潮 流，有的呈现出本土创新的独特业态，但无一例外都成为拉动消费升级、激发市场活力的新力量。 故事 世界旗舰店开在了杭州 作为源自日本的全球知名生活方式品牌，MUJI在中国大陆开了400多家店，遍布80多个城市。 "杭州对我们来说意义非凡。"MUJI無印良品品牌沟通部高级部长刘璟文感慨道，"2009年MUJI第一 次开到杭州，16年来我们见证了这座城市商业生态的蓬勃发展。这次世界旗舰店的打造，是基于对杭州 消费者需求的深入理解做出的战略调整。"在他看来，想抓住年轻消费者，得拿出实打实的新鲜内容。 而这家焕新升级的工联CC店，就是最好的"品牌名片"。 "老粉"徐沈佳第一时间就捕捉到了变化。"最扎眼的是多了Gelato意式冰淇淋店，店员说这是全国第 一家Gelato概念店，好几款都是用本地食材做的。"在店员推荐下，徐沈佳尝试了专为杭州市场研发的 龙井桑叶口味，"二楼新增了杭州限定商品区，有西湖龙井茶香香氛系列、城市主题马克杯，我直接all in（全部收进）！" 消费金额满300元，徐沈佳用小票兑换了一枚游戏币。凭着这枚币，她钻进了 ...

首店、首秀、首展、首演……今年以来，一个个"首发"场景成为河南提振消费的新亮点。 顾客在丹尼斯大卫城等待操作智能机器人和机器狗。新华社记者刘振坤 摄 河南发挥首发经济等引领作用，以"一店一策"打造特色消费新场景，有效提振消费。今年上半年，河南省社会消费品零售总额达到1.42万亿元，同比增长 7.2%，高出全国平均水平2.2个百分点。 "首店"聚人气 流量变"留量" "昨天排队的人太多，今天又来了，终于买到了。"在郑州郑东万象城南区下沉广场的"红星前进面包牛奶公司"门口，记者遇到了来此尝鲜的郑州市民梁女 士。红星前进区域经理余坤告诉记者，门店每日的现烤面包供不应求，日客流量达1500人次。 这家网红首店是河南推动首发经济、提振消费的缩影。今年，河南省政府工作报告把"加力提振消费"列为"2025年重点工作"之首，提出"积极发展首发经 济""支持郑州、洛阳建设国际消费中心城市"。 刚开业一个多月的郑东万象城已成为众多年轻人的打卡地。这个商业面积超24万平方米的大型购物中心，汇聚了540多个品牌，其中，有100多家城市首店及 近50家城市旗舰店。 随着"90后""00后"渐成消费主力，品牌首店对消费的拉动作用更加突出 ...

首店、首秀、首展、首演……今年以来，一个个"首发"场景成为河南提振消费的新亮点。 中国区域经济学会副会长喻新安表示，以胖东来、大卫城、万象城等为代表，现在的河南零售业，不再 是摆几个货架、一杆秤的时代，更像是"艺术、文化与商业"的综合体，这背后是消费者需求的变化，从 商品消费为主转向服务消费为主。 河南发挥首发经济等引领作用，以"一店一策"打造特色消费新场景，有效提振消费。今年上半年，河南 省社会消费品零售总额达到1.42万亿元，同比增长7.2%，高出全国平均水平2.2个百分点。 "首店"聚人气流量变"留量" "昨天排队的人太多，今天又来了，终于买到了。"在郑州郑东万象城南区下沉广场的"红星前进面包牛 奶公司"门口，记者遇到了来此尝鲜的郑州市民梁女士。红星前进区域经理余坤告诉记者，门店每日的 现烤面包供不应求，日客流量达1500人次。 这家网红首店是河南推动首发经济、提振消费的缩影。今年，河南省政府工作报告把"加力提振消费"列 为"2025年重点工作"之首，提出"积极发展首发经济""支持郑州、洛阳建设国际消费中心城市"。 刚开业一个多月的郑东万象城已成为众多年轻人的打卡地。这个商业面积超24万平方米的大型购物 ...

6月重庆再次发力，最终在上半年以8300.37亿元的社零总额 力压上海的8260.41亿元，以不到40亿元的差距险胜上海， 暂时领跑全国消费市场。 作者：刘亚宁 封图：图虫创意 消费作为拉动经济增长的重要引擎，其核心指标"社会消费品零售总额"（下称"社零总额"）的重要 性不言而喻。自2018年超越北京以来，上海已连续七年稳坐全国"消费第一城"的宝座。然而2025 年上半年，一场"消费第一城"争夺战在上海与重庆之间上演。 2025年1月至2月，重庆以2831.83亿元的社零总额实现历史性突破，以54.43亿元的微弱优势首度 超越上海；一季度结束时，重庆将领先优势扩大至146.87亿元。进入5月，上海凭借一系列促消费 活动实现反弹，以68.48亿元的优势重夺榜首。然而6月重庆再次发力，最终在上半年以8300.37亿 元的社零总额力压上海的8260.41亿元，以不到40亿元的差距险胜上海，暂时领跑全国消费市场。 重庆消费市场的增长势头在几年前就已显现。2018年，重庆社零总额首次破万亿，达10705万亿 元，成为继京沪之后第三个"万亿消费俱乐部"成员之一；2022年，重庆以13926亿元的社零总额首 次超过北京，排 ...

Core Viewpoint - Guangdong province aims to boost consumption as a key driver for macroeconomic growth and domestic demand expansion, with a focus on new economic growth points such as the first-release economy, silver economy, and cultural tourism economy [1] Group 1: First-Release Economy - Guangdong has unique advantages for developing the first-release economy due to its strong economic strength, consumption potential, and favorable business environment [2] - Recommendations include establishing special funds to support core business districts and unique commercial streets, and integrating first-release products with culture, technology, and tourism [2] - A proposed framework includes creating a "global first-release demonstration area" and promoting new business models that combine first stores with various sectors like parks and communities [2] Group 2: New Consumer Scenarios - Focus on meeting the consumption needs of Generation Z, new middle-class consumers, and the elderly by creating online and offline integrated, age-friendly consumer scenarios [3] - The introduction of high-quality local fashion brands and international fashion labels is suggested to create trendy gathering places and enhance cultural tourism [3] Group 3: Silver Economy and Tourism - The silver economy is identified as a significant growth area, with projections indicating over 800 million tourists in Guangdong by 2024, including a notable increase in foreign visitors [4] - Recommendations include establishing legal frameworks for senior tourism to ensure safety and standardization, addressing the unique needs of elderly travelers [4][5] - Suggestions for improving infrastructure and services for elderly tourists include enhancing accessibility features in tourist areas and promoting insurance products tailored for seniors [5] Group 4: Government Initiatives - The Guangdong Provincial Commerce Department plans to enhance policy support for building international consumption centers and attract well-known brands to the region [6] - Development of night-time consumption zones and cultural tourism clusters is prioritized, with a focus on promoting brand awareness through various media channels [6] - The Guangdong Provincial Culture and Tourism Department aims to improve services for the elderly, including the evaluation of tourism accommodations and enhancing the overall experience for senior travelers [7]

Core Insights - In the first half of 2025, China's total retail sales of consumer goods increased by 5.0% year-on-year, reflecting a recovery in consumer confidence supported by government policies [1] - Major cities like Shanghai, Beijing, Guangzhou, Tianjin, and Chongqing are emerging as international consumption centers, contributing over 1/8 of the national consumption total [7] Group 1: National Consumption Trends - The retail sales growth is driven by the "old-for-new" policy, with significant increases in the sales of home appliances and communication equipment, all exceeding 20% year-on-year [1] - The nominal per capita disposable income of residents grew by 5.3%, while the actual growth was 5.4%, indicating a continuous improvement in residents' income [1] Group 2: City-Specific Developments - Shanghai has regained its status as the "Consumption First City," with a retail sales total of 8260.41 billion yuan, a year-on-year increase of 1.7% [2] - In Beijing, despite a decline in overall consumption, there is a notable potential for growth in fashion and new consumption models, supported by technology and cultural events [2] - Guangzhou is focusing on creating unique consumption experiences and enhancing its night economy, with initiatives like food festivals and e-commerce events [3] - Chongqing has emerged as a new "Consumption First City," with retail sales reaching 4204.32 billion yuan, a year-on-year increase of 4.1% [4] Group 3: International Consumption Center Development - The international dimension emphasizes the need for an open environment and improved international reception capabilities to enhance consumption levels [5] - The consumption dimension focuses on upgrading supply and demand, promoting green and intelligent products, and expanding service-oriented consumption [6] - The center dimension aims to enhance resource aggregation and regional consumption upgrades, while the city dimension focuses on improving the overall consumption environment [6] Group 4: Future Outlook - The ongoing development of international consumption centers is expected to play a crucial role in boosting domestic demand and promoting high-quality development [7] - Future strategies include strengthening the "first launch economy," optimizing the international consumption environment, and enhancing urban communication capabilities [7]

Core Insights - Chongqing has overtaken Shanghai to become the top city in terms of retail sales, with a total of 830.04 billion yuan in social retail sales for the first half of the year, a year-on-year increase of 4.5%, compared to Shanghai's 826.04 billion yuan and a 1.7% increase [1][5] Group 1: Consumption Growth Factors - Chongqing's unique geographical features have been leveraged to create a diverse consumption space, including 286 locations that combine scenic walking paths and unique commercial experiences, leading to a 15%-20% increase in rental prices along these areas [3][4] - The city has implemented a series of policies to stimulate consumption, including subsidies for 3C digital products, resulting in 3.26 million subsidized transactions and a total subsidy of 1.701 billion yuan by the end of June [3][4] - A total of over 700 consumption events held from April to June generated direct sales of 7 billion yuan, indicating the need for sustained consumer engagement rather than one-time incentives [4] Group 2: Visitor Impact - Chongqing's population of over 30 million and its appeal as a tourist destination have contributed to stable consumption growth, with 235 million domestic tourists visiting in the first half of the year, a year-on-year increase of 8.6%, and domestic tourist spending reaching 250.7 billion yuan, up 11.9% [4] - The city has also seen a significant increase in international visitors, with 923,000 inbound tourists, marking a 77.2% year-on-year growth [4] Group 3: Innovative Marketing Strategies - Chongqing has pioneered the "Charming Chongqing" drone light show, which has become a regular event, setting a Guinness World Record with 11,787 drones and attracting over 4 million spectators [4] - The city has focused on launching new brands and stores, hosting over 120 events for brand launches in the past three years, resulting in 892 new brand stores opening in the city [4] Group 4: National Context - The competition between Chongqing and Shanghai reflects the overall recovery of domestic demand, with national retail sales increasing by 5.0% year-on-year in the first half of the year, accelerating by 0.4 percentage points compared to the first quarter [5]

Core Viewpoint - The Chinese consumer market is undergoing profound changes, characterized by a juxtaposition of thriving new consumption trends and traditional giants facing price pressures, reflecting a restructured supply-demand relationship and evolving consumer needs [1][3][5]. Group 1: New Consumption Trends - New consumption is not a fleeting "internet celebrity" phenomenon but a deepening of consumption upgrades and a revolution in business philosophy [1][8]. - The rise of new consumption is supported by government policies encouraging the development of new consumption sectors, such as original IP brands and domestic products [7]. - New consumption is driven by technological and innovative efficiency revolutions, product and scenario upgrades, while maintaining a focus on quality and emotional connections with brands [14][15]. Group 2: Consumer Behavior Changes - Consumers are increasingly valuing emotional satisfaction alongside practical needs, with a notable shift towards experiences that enhance their quality of life [17][19]. - The demand for high-quality, innovative products that address life pain points is growing, while consumers are also sensitive to pricing and quality [19][21]. - The Z generation and Alpha generation, comprising approximately 35% of the total population in 2024, are expected to significantly influence consumption patterns with their unique preferences [23]. Group 3: Market Segmentation - There is a clear segmentation in consumer confidence and spending, with diverse groups presenting structural opportunities for brands [21]. - The aging population is creating new market demands, particularly in areas like smart home innovations and travel experiences for the elderly [23]. - Young urban professionals are exhibiting a trend towards "consumption grading," balancing essential spending with a desire for high-quality experiences [24].

Group 1 - The "2025 Shenzhen Shopping Season" will take place from August to October, featuring major consumption promotion activities centered around key festivals and events, aiming to create a globally influential shopping carnival [1] - The shopping season includes three main themes: "August Joyful Shopping," "September Fashion Shopping," and "October Brand Shopping," integrating new commercial projects and key consumer industries [1] - "August Joyful Shopping" will focus on high-quality, diversified, and intelligent service consumption, optimizing supply in areas such as dining, accommodation, and elder care, while promoting cultural and tourism consumption [1] Group 2 - "September Fashion Shopping" will leverage the "2025 Shenzhen Live E-commerce Month" and other key events, focusing on digital consumption and promoting cross-border e-commerce and live streaming activities [2] - "October Brand Shopping" will align with the Mid-Autumn Festival and National Day, featuring various events such as the "International Jewelry Exhibition" and "Michelin Food Market," aimed at enhancing brand consumption [2] - The opening of Shenzhen's first city duty-free store during the shopping season will create new consumption hotspots and stimulate inbound duty-free shopping [2]