首店经济是首发经济的重要组成部分，有利于创造消费热点、激发消费热 情、彰显创新能力。笔者近期调研了上海首店经济的发展状况，感受到了 优质门店带来的精彩卖场呈现、旺盛客流量、创新货品组合、与众不同的 购物体验。展望未来，看好线下零售渠道的高质量发展趋势，市场份额将 向优势商圈、创新店铺集中，首店经济也将助力各地消费市场的繁荣。 首店经济：首发经济的重要组成部分 文/中国国际金融股份有限公司研究部董事总经理 郭海燕 ，中国国际金融股份有 限公司研究部研究助理 庄铭楷 ，中国国际金融股份有限公司研究部副总经理 周 彭 2024年7月21日，党的二十届三中全会审议通过了《中共中央关于进一步全面深化改革、推进中国式现代化的决定》（以下简称《决定》），其中针对"构建 全国统一大市场"进行了系统规划，并提及"积极推进首发经济"。同年，中央经济工作会议将提振消费作为2025年的首要任务，并明确指出要"积极发展首发 经济"。 "首发经济"的内涵丰富，发轫于"首店经济"，从全链路强调企业创新。根据《决定》辅导读本，首发经济是指"企业发布新产品，推出新业态、新模式、新 服务、新技术，开设首店等经济活动的总称，涵盖了企业从产品或服务 ...

Group 1 - The 2025 Bridge Music Festival is a significant cultural event in Tianjin, showcasing a blend of traditional and modern performances, enhancing the city's cultural atmosphere and tourism appeal [2][4] - The Tianjin Cultural and Tourism Bureau emphasizes the integration of culture, tourism, and commerce to drive consumer upgrades, reflecting the city's cultural essence [2][3] - Tianjin's Tsingwan Square is positioned as a "city living room," attracting over 2 million visitors from the Beijing-Tianjin-Hebei region in 2024 through various cultural and sporting events [3][9] Group 2 - The immersive experience of the first interactive crosstalk venue, "Encounter Crosstalk Society," adds vitality to Tsingwan Square's economy, blending traditional art with modern engagement [6][7] - Tsingwan Square aims to enhance its cultural offerings by transforming its space into a dynamic cultural container, promoting a series of events that highlight Tianjin's diverse cultural charm [7][9] - The "Tianjin Eye" Ferris wheel project achieved record revenues exceeding 90 million yuan and welcomed over 1.1 million visitors in 2024, showcasing the area's tourism potential [10][12] Group 3 - The Ancient Culture Street in Tianjin recorded a visitor count of 13.5 million in 2024, highlighting the successful fusion of traditional culture and modern trends [13][15] - The Mudman Zhang family business has seen a 40% increase in visitor numbers and significant revenue growth, driven by innovative cultural products and experiences [15][18] - The Yangliuqing Painting Society is leveraging e-commerce and collaborations with cultural IPs to attract younger consumers, enhancing the reach of traditional crafts [17] Group 4 - In 2024, Tianjin received 260 million domestic tourists, generating 293 billion yuan in tourism revenue, marking a year-on-year growth of 10.9% and 32.3% respectively [17] - The online tourism sector in Tianjin reported 28.1 million total visitors and a transaction volume of 4.66 billion yuan in the first quarter of 2025, indicating a strong recovery and growth in tourism [17] - The surge in inbound tourism orders during the "May Day" holiday, with a 250% year-on-year increase, is expected to further boost international consumption in Tianjin [17]

Core Insights - The article highlights the vibrant commercial transformation of Suzhou's Qian Street, which has become a hub for numerous first-store openings, attracting significant foot traffic and revitalizing the local economy [1][5][6] Group 1: Brand First-Stores - Qian Street has seen a concentration of first-stores from various popular brands, including "Louxia Yogurt," "Chabaile," and "Big Beard Matcha," contributing to a lively shopping atmosphere [1][2] - The street's daily foot traffic has reached approximately 50,000 visitors, making it an attractive location for new brands [2][5] Group 2: Economic Drivers - The influx of first-stores has created a strong engine for street consumption, enhancing the variety of commercial offerings, including tea, food, cultural products, and bars [2][5] - The "main operator economy" has empowered local entrepreneurs to innovate and attract consumers, transforming Qian Street into a brand incubation hub [3][4] Group 3: Urban Renewal and Cultural Integration - The successful transformation of Qian Street is attributed to a comprehensive urban renewal strategy that combines cultural heritage with modern commercial practices [5][6] - The integration of traditional cultural elements into contemporary business models has enriched the consumer experience and provided a unique identity for the street [5][6] Group 4: Emerging Economic Trends - The emergence of "second-floor economy" and "backstreet economy" has expanded commercial space and diversified consumer experiences, with creative dining and cultural experiences becoming prominent [4][5] - The street's transformation serves as a model for other urban areas, showcasing the potential for cultural and commercial synergy in revitalizing older districts [6]

Group 1: Commercial Real Estate Trends - A significant number of new commercial projects are set to open during the May Day holiday, marking a peak period for commercial real estate openings across the country [2] - Key projects include Xiamen Caitang Aegean Shopping Center, Lhasa Wangfujing Shopping Center, and Shenyang Global Harbor Dynamic City, among others [2] - Many of these projects adopt a "first store attraction" strategy, with first store rates exceeding 30%, enhancing the appeal and competitiveness of the malls [2] Group 2: Consumption Recovery and Tax Refunds - In the first quarter, many regions reported substantial growth in tax refund sales, with Chongqing seeing a nearly fivefold increase [3] - Beijing's tax refund application numbers rose by 128%, and sales doubled year-on-year [3] - The government is actively promoting international consumption through infrastructure development and creating consumer-friendly environments [3] Group 3: Thematic Commercial Projects - There is a growing emphasis on thematic positioning in commercial projects, creating differentiation from traditional malls [5] - Notable examples include Shenyang Global Harbor Dynamic City, which focuses on sports, and Hangzhou's Light Ring Dream Center, themed around urban amusement and natural science [5] - Family-oriented consumption is driving innovation in commercial spaces, with projects like Huido Port focusing on family-friendly environments [5] Group 4: Sports and Outdoor Brands - The popularity of health and fitness lifestyles is driving growth opportunities for sports and outdoor brands [6] - Brands like CRAFT and Anta are expanding their presence in China, with CRAFT launching immersive experiences and Anta focusing on Southeast Asia for overseas growth [6] - Adidas reported an 82% increase in operating profit in the first quarter, driven by the popularity of retro shoe models [6] Group 5: Chinese Brands Expanding Overseas - Chinese brands are rapidly expanding into international markets, showcasing strong competitiveness [7] - Liuli Jing opened 25 stores in Vietnam, while Mixue Ice City entered Kazakhstan, marking its first store in Central Asia [7] - The trend indicates a growing presence of Chinese brands on the global stage, with plans for further international expansion [7] Group 6: Consumer Policy and Economic Data - The Ministry of Commerce is initiating reforms in the automotive consumption sector, supporting local measures to stimulate car purchases [9] - In the first quarter, China's export scale exceeded 6 trillion yuan, reflecting a year-on-year growth of 6.9% [9] - Major retail companies like Dalian Wanda and Wangfujing reported declines in revenue and profits, indicating challenges in the retail sector [9] Group 7: Investment and Financing Developments - Various strategic partnerships are being formed, such as the collaboration between China Resources and Ant Group to enhance operational services [12] - New projects like the Tai Xing Feng Qi Outlet and Lhasa Wangfujing Shopping Center are set to create thousands of jobs and introduce numerous international brands [12] - The trend of integrating commercial spaces with transportation hubs is evident in projects like the signing of commercial rights at Shanghai Baoshan Station [12]

Core Insights - The rise of first stores in various cities reflects the immense potential of China's consumer market and drives innovation in products, services, and business models [1][2] - The initial traffic generated by first stores is not sustainable; brands must focus on maintaining customer loyalty and repeat purchases to ensure long-term success [1][4] Group 1: First Store Economy - In 2024, Shanghai is expected to see the opening of 1,269 new first stores, while Beijing will have over 900, and Guangdong will introduce more than 800 [1] - The first store phenomenon is characterized by its novelty and unique consumer experiences, which stimulate purchasing intentions [2] Group 2: Consumer Engagement - Brands must continuously innovate to create new consumer demands and maintain the appeal of first stores, as the novelty can quickly fade [2] - Localized cultivation is essential for the success of first stores, as different regions have varying resources, cultural characteristics, and consumer preferences [2] Group 3: Digital Transformation - To amplify the brand effect and sales scale of first stores, companies should integrate physical retail with digital economy trends, utilizing technologies like AI and VR to create new shopping experiences [3] Group 4: Sustaining Interest - It is crucial for first stores to not only attract initial customers but also to create a lasting impact that revitalizes urban consumption [4]

Core Insights - Chengdu has become a key location for international brands, with 148 new stores opened in the first quarter of 2025 and over 4,000 stores since 2019, maintaining positive growth for six consecutive years [1][11] - On, a Swiss sports brand, has opened its first flagship store in China in Chengdu, citing the city's mature business environment and vibrant young consumer base as critical factors for this decision [1][11] - The brand's CEO predicts that China could become On's second-largest market, accounting for 10% of global sales [1][7] Group 1: Company Performance - On's global sales reached 2.32 billion Swiss francs in 2024, with a growth rate of 33.2% year-over-year, and a remarkable 95.6% growth in the Asia-Pacific region [3][4] - The company has seen its revenue nearly double from 1.22 billion Swiss francs in 2022 to 1.79 billion Swiss francs in 2023, with expectations to approach 3 billion Swiss francs in 2025 [4] Group 2: Market Strategy - On has established over 65 retail stores across 26 cities in China since entering the market in 2019, with plans to exceed 100 stores by 2026 [7][11] - The flagship store in Chengdu spans over 500 square meters and is part of a growing cluster of high-end sports brands in the area, enhancing Chengdu's position in the "first store economy" [1][12] Group 3: Consumer Trends - Chengdu's retail sales of sports and entertainment products surged by 22.2% year-over-year in the first quarter, indicating a shift towards experience-based consumption [8] - The city is recognized for its unique blend of leisure and vibrant culture, making it an attractive market for high-end brands like On [8][11]

Core Insights - The demand for professional, refined, and personalized products in the Chinese consumer market is increasingly recognized by overseas brands [1] - A total of 487 overseas brands opened their first stores in China during the first quarter of this year, marking a continued trend of foreign brands entering the Chinese market [1] Group 1 - The newly opened overseas brands include well-known international names like Samsonite, as well as niche brands such as the French motorcycle helmet brand Shark and the UK fashion brand Rockfish, which has gained popularity for its "chef shoes" [6] - The brands come from 29 countries and regions, with the highest number from the United States, Australia, Germany, France, and New Zealand. Notably, French brands have doubled in number year-on-year [6] - The most popular segments for new overseas brands include foundational nutrition, skincare oils, scalp anti-aging products, quality home goods, and trendy apparel, with the number of overseas new brands achieving over one million in transactions increasing by 80% year-on-year [6] Group 2 - The "first store economy" is stimulating import consumption, allowing overseas brands to test the Chinese market at lower costs and faster speeds, thereby accelerating their global expansion [7] - Currently, over 40,000 brands from more than 90 countries and regions have established a presence in the Chinese market through platforms like Tmall International [7]

Group 1 - The core viewpoint is that there is a growing trend of overseas brands entering the Chinese market through Tmall International, driven by the demand for specialized, refined, and personalized products [1][2] - In the first quarter of this year, 487 overseas brands opened their first stores in China, indicating a sustained influx of international brands [1] - The new brands include well-known names like Samsonite and niche brands such as Shark and Rockfish, highlighting a diverse range of products appealing to different consumer segments [1] Group 2 - The top three brands in the Tmall International 2025 Q1 Global Rising Star Brand List are ADVANCE, Rockfish, and TRANSINO, selected based on business scale, brand influence, and consumer preference [2] - The "first store economy" is stimulating import consumption by allowing overseas brands to test the Chinese market at lower costs and faster speeds, thus accelerating their global expansion [2] - Tmall International has introduced various support policies for overseas brands, including increased commission rebates and a "shared deposit" policy that reduces the operational costs for new entrants [2]

Core Insights - The increasing demand for specialized, refined, and personalized products in the Chinese consumer market is attracting more overseas brands to enter China [1] - In Q1 of this year, 487 overseas brands opened their first stores on Tmall Global, highlighting the platform's role in the "first store economy" [1] - Tmall Global is becoming the preferred platform for overseas brands to grow their business in China, with significant growth in niche categories such as nutritional supplements, skincare oils, and trendy apparel [1] Group 1 - 487 new brands come from 29 countries and regions, with the highest numbers from the USA, Australia, Germany, France, and New Zealand [1] - French brands saw a 100% year-on-year increase, while new brands also emerged from countries like Chile and San Marino [1] - The number of overseas new brands with sales exceeding one million has increased by 80% year-on-year [1] Group 2 - Tmall International's Q1 2025 Global Rising Star Brand List features Spanish pet food brand ADVANCE, British fashion brand Rockfish, and Japanese whitening brand TRANSINO [2] - ADVANCE achieved sales of 1.3 million within three months by addressing specific consumer pain points in the pet food market [2] - Rockfish sold out its initial three-month inventory within the first month of launch on Tmall International, indicating strong demand for its trendy products [2] Group 3 - TRANSINO aims to maintain its professional brand image while offering a complete line of whitening and sun protection products to Chinese consumers through Tmall International [3] - Tmall International's "first store economy" allows overseas brands to test the Chinese market at lower costs and faster speeds, facilitating global brand expansion [3] - Tmall International has introduced various support policies for overseas brands, including increased commission rebates and a 50% reduction in store deposit requirements [3]

Group 1 - The 2025 Nanjing Sports Consumption Season aims to enhance sports consumption and stimulate new vitality in the sector, featuring a variety of activities throughout the year [1][2] - The event includes 19 major sports events, covering both traditional and emerging sports, catering to all age groups [2] - Five outdoor activity routes have been launched, connecting key outdoor destinations in Nanjing, promoting a deeper integration of sports into citizens' quality of life [2] Group 2 - The initiative includes a creative design competition and a short video/image challenge to engage the public through new media platforms [3] - The first quarter of 2025 saw a rapid expansion of Nanjing's sports retail economy, with several new brand stores opening, contributing to the city's transformation into an international consumption center [4] - The launch of a new model where purchasing sports lottery tickets grants access to designated attractions, promoting the integration of sports and tourism [6] Group 3 - The event recognized 31 popular new sports consumption venues, enhancing the diversity of sports consumption options available to citizens [5] - Decathlon's new store in Nanjing, set to open on May 1, will distribute 700,000 coupons to boost sports consumption, showcasing confidence in the local market [4] - The integration of green concepts and innovative consumption experiences is expected to drive the growth of the sports economy in Nanjing [4]