Core Viewpoint - The Chinese government is implementing a special action plan to boost consumption by encouraging both international and domestic brands to open their first stores in various cities, thereby stimulating economic growth and enhancing consumer choice [1][2][3]. Group 1: Policy Initiatives - The Central Political Bureau of the Communist Party of China has proposed to deepen the implementation of consumption-boosting actions, focusing on expanding both goods and service consumption [1]. - The "Special Action Plan for Boosting Consumption" encourages the establishment of first stores and flagship stores for high-quality domestic and international brands [1][3]. - Beijing's new consumption plan aims to attract 2,372 first stores by the end of 2024, with nearly 400 new stores opened in the first five months of this year [3]. Group 2: Market Trends - International brands are increasingly establishing their first stores in Beijing, with notable examples including the Swedish outdoor brand "Firestick" and the French brand "Bollingen" [2]. - The first store economy is seen as a new and vibrant consumption model, with brands like Nike and Adidas setting up their China headquarters in Shanghai to better understand local consumers [5][6]. - In Chongqing, the introduction of first stores is linked to the city's night economy, with a focus on attracting young consumers through innovative retail experiences [7][8]. Group 3: Economic Impact - The presence of first stores significantly boosts foot traffic and overall consumption in shopping malls, with some stores attracting over 10,000 visitors during holidays [3]. - Shanghai has seen a rise in sports brands opening their first stores, contributing to the development of new retail formats and enhancing the city's shopping experience [4][5]. - Chongqing has hosted over 120 events related to first store launches in the past three years, indicating a strong commitment to fostering a vibrant retail environment [7].