Core Insights - Shanghai has transitioned from being a "trendsetter" to a "value-defining" city, where brand success is measured by excellence rather than novelty [11] - New consumer brands often undergo a process of "training in other cities" before entering Shanghai, allowing them to refine their offerings [3][4] - The competitive landscape in Shanghai demands brands to adapt and innovate to meet the high expectations of discerning consumers [5][6] Group 1: Brand Strategies - Emerging brands are increasingly using other cities as testing grounds before launching in Shanghai, which is seen as a challenging market due to high costs and consumer expectations [3][4] - Brands like "阿嬷手作" and "蜀宴赋" have successfully entered Shanghai after establishing themselves in other regions, demonstrating the effectiveness of this strategy [3][5] - The "异地练兵" approach allows brands to build a loyal customer base and refine their business models before facing the rigorous Shanghai market [3][4] Group 2: Market Dynamics - Shanghai is viewed as a critical market for brands aiming for national and international recognition, often seen as a "crowning" location for brand expansion [4][5] - The city serves as both a testing ground and a platform for brands to connect with global resources, enhancing their market presence [7][8] - The evolving consumer preferences in Shanghai emphasize the need for brands to provide unique and refined experiences rather than just new offerings [11] Group 3: Consumer Expectations - Shanghai consumers are known for their high standards, which require brands to not only innovate but also ensure that their offerings are well-executed [4][6] - The shift from "people finding goods" to "goods finding people" highlights the importance of creating engaging experiences that resonate with consumers [6][10] - Brands must adapt their products and services to align with local tastes and preferences, as seen in the modifications made by "蜀宴赋" to cater to Shanghai's consumer base [6][8]