Core Insights - The article discusses the rise of the "first store economy" in China, driven by international niche brands entering the market and supported by various government policies aimed at promoting high-quality economic development [10][12][17]. Policy Support - Multiple provinces and cities in China have introduced measures to promote the first store economy, with policies released from 2025 onwards in regions such as Tibet, Fujian, Shanghai, and Beijing [6][11]. - The central government has emphasized the importance of developing the first store economy as a key task for 2025, highlighting its role in expanding consumption and upgrading domestic industries [10][11]. Market Trends - International niche brands are increasingly opening their first stores in major Chinese cities like Beijing, Shanghai, and Guangzhou, marking a significant trend in the domestic consumption market [8][9]. - In the first quarter of 2025, 487 overseas brands opened online stores on Tmall International, indicating a shift towards online entry for some brands [8]. Consumer Behavior - Consumers are showing a willingness to embrace new experiences, with the first store economy catering to their demand for personalized and high-quality products [12][17]. - The first store economy is characterized by its ability to fill market gaps with unique offerings, thus driving consumption upgrades [12][13]. Economic Impact - The first store economy is becoming a vital driver for local economic growth, with a reported 21% year-on-year increase in new quality first stores across 24 monitored cities in the first half of 2025 [15][16]. - The growth of first stores is not limited to geographical locations but also emphasizes innovative consumption scenarios and experiences, contributing to a more vibrant commercial environment [14][17]. Brand Dynamics - The entry of international niche brands is reshaping consumer preferences, with these brands often focusing on specialized products and community engagement [9][17]. - The proportion of foreign brands among new first stores has increased from 29.32% in 2022 to 38.06% in 2024, reflecting growing international confidence in the Chinese market [16].

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]

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]