市民打卡麦当劳。 家宴现场。本报记者 董洁 摄 本报记者 董 洁 刷新消费体验边界 "在家门口就能吃到麦当劳，还能买到高端女装品牌，现在西宁的消费体验越来越好！"周末到西宁王府井百货购物的市民王女士说道。2025年，青海锚定消 费升级新赛道，将首发经济作为激发市场活力、塑造城市消费品牌的关键抓手，通过政策赋能、活动造势、平台搭台，让一个个首店落地生根、一场场首发 活动精彩纷呈，为高原消费市场注入全新活力。 政策护航为首发经济发展蓄势赋能。《青海省商贸领域品牌引进和培育工作方案》出台，推出16条实打实的支持措施，涵盖首店入驻、新品发布、首发首展 首秀等重点领域，明确首店经济、高端商业品牌等五大培育方向。针对不同类别的首店项目，青海实施差异化补贴标准，对国际高端品牌首店和国内高端品 牌首店，给予不超过核查认定投资额50%的补贴，真金白银的扶持政策，让众多品牌商打消顾虑、果断布局。 "手机换新补500元，旧车换新能源车省近2万元……"西宁市民赵先生的账单，成为2025年青海消费市场暖意融融的生动注脚。这一年，以旧换新政策撬动消 费超197亿元，首发经济带来新潮体验，"拉面+骑行"等特色场景则让"烟火气"与"新活力" ...

Group 1 - Qinghai Province's retail sales of consumer goods have shown a continuous increase, surpassing the national average growth rate for two consecutive months [1][3] - From January to August, Qinghai's total retail sales reached 68.339 billion yuan, with a year-on-year growth of 5.1%, exceeding the national growth rate by 0.5 percentage points [1][3] - In August alone, the retail sales amounted to 10.614 billion yuan, growing by 6.1% year-on-year, which is 2.7 percentage points higher than the national average [1][3] Group 2 - The retail sales of above-limit units in Qinghai increased by 8.4% from January to August, with a 0.6 percentage point rise compared to the previous seven months [3] - The retail sales in the above-limit retail sector grew by 13.5%, achieving double-digit growth for two consecutive months [3] - The catering industry in Qinghai saw an 8.5% increase in revenue, consistently outperforming the national growth rate of 5.7% for five months [3] Group 3 - The "old-for-new" policy has significantly supported retail growth, with categories such as home appliances and audio-visual equipment, building materials, and communication devices seeing retail sales growth of 63.4%, 12.9%, and 7.5% respectively [3] - Automotive retail sales increased by 20% year-on-year, contributing to the overall growth of above-limit retail sales [3] - There is a strong demand for smart and green consumption, with smart home appliances and audio-visual equipment sales growing by 100.7% and wearable smart devices by 132.9%, while new energy vehicle sales rose by 95.4% [3] Group 4 - Overall, the consumption structure in Qinghai is upgrading, and the trend of retail sales growth is expected to continue [3] - However, with the tightening of the "old-for-new" policy, a significant decline in the growth rate of automotive and home appliance products is anticipated starting in September, which may lead to a decrease in overall retail sales growth [3]