Shanghai Introduces 366 First Stores Of All Kinds, Leading The Country

Shanghai's third "May 5 Shopping Festival" opened last night. Among the 12 benchmark activities in turn, a number of well-known brand consumption activities, such as Shanghai global new product launch season, Shanghai night life festival and Shanghai Internet youth life festival, will appear again. Some aim at the "first economic" and some focus on promoting "national tide economy".

    whether it is "first economy" or "national tide economy", the business logic behind it is interlinked. Through innovation and leading, we can achieve that people have nothing but we have our own advantages, "lead the fashion and define the trend". In the process of building an international consumption center city, Shanghai has already grasped the most important meaning of consumption, and set up a unique external identification and internal driving force that is hard to replicate for the "Shanghai shopping" brand.

   366 leading stores in Shanghai in the first half of the year

Just a few days ago, the first store of nuth in China opened in Bailian TX Huaihai. The manager said frankly that the brand, founded in London, put China's first stop in Shanghai, focusing on the influence and radiation of the first round economy here. Sure enough, after nuth opened the business in xiaohongshu, a group of trendy consumers immediately rushed to "punch in".

"We have opened three high-level first stores in a week in late June." Xu Wenjun, assistant general manager of Bailian TX Huaihai, including Dr Martens brand new concept global first store, Heitou first city lab flagship store in China, American outdoor sports brand "Panfei bear" first store in China. In August, Dickies energy store will open its first store in China with a new concept, and the first Asia Pacific store of a heavyweight brand will open around this year's national day.

                    . This "one step" is an internal skill. Many experts point out that Shanghai's open, inclusive and innovative urban character is naturally suitable for brand "exploration". More importantly, Shanghai itself has seen this point. It has taken the lead in putting forward the "first economy" in the whole country, and has attracted the benchmark projects such as Starbucks Zhenxuan baking workshop through institutional innovation. Some people have done statistics. Among the five international consumption centers that have taken the lead in cultivating and constructing, the first store data of Shanghai has been far ahead, and last year it was the first time to break the thousand. In the first half of this year, despite the impact of the epidemic, 366 first stores of various types were introduced in Shanghai, leading the country in terms of quantity and quality.

The gold content of the "first economy" lies in the benchmarking effect. In Shanghai, the proportion of high-level first stores and above in China is very high, and there are also a lot of first stores in Shanghai who put the starting point of innovation in Shanghai. Many brands have said that they are willing to open their first stores in Shanghai to "set a benchmark". Only when they survive, live well and live brilliantly in a highly competitive place, will they be distributed in other cities across the country. The big data Blue Book of Shanghai consumer market in 2021 shows that the "first economy" plus the return of overseas high-end consumption is good. Last year, Shanghai's foreign consumption inflow was nearly 600 billion yuan, which attracted consumers from Zhengzhou, Nanjing, Beijing, Ningbo and Suzhou to "buy, buy and buy".

                          . Gu Jun, director of the Municipal Commission of Commerce, revealed that in the second half of the year, more first stores and premiers focused on "low-carbon", "sense of science and technology" and "international fans" are getting ready to step on the gas pedal to land in Shanghai.

   Shanghai contributes nearly one sixth of the sales volume of new and cutting-edge brands in China

If the brand of Shanghai's famous brand is to create a new and famous brand in the world, it is the power to create a new and famous brand in Shanghai.

   as a representative brand of domestic watches, the history of seagull watch and Shanghai watch can be traced back to the starting point of the birth of domestic watches. These two time-honored brands have been silent for a time, but recently they have become fashionable again. Shanghai Watch connects the brand connotation with the city spirit, and opens the "Fab Chrono series" product line for young people. Chen Rangang, born in the post-95s generation, grabs a new limited edition watch. "The bottom layer is Shanghai English relief, the middle layer is the" magic number "octagonal plate, the top layer is the second hand, and the three-layer hollowed out dial is very burning.".

There is a word more suitable for the old brand of "Guochao economy". During the "June 18" period of this year, seagull watch and Shanghai Watch "dominated the list" on tmall, Jingdong, shuoyin and other platforms. The sales of double brands increased by 24% year on year, occupying the leading position of Guochao watch category. According to the observation of relevant persons in charge of dewu app, even in the trend community gathered in generation Z, time-honored brands have not lost any of the world's big brands. They have successfully entered the young circle and become "social symbols" and return to fashion vision.

The rise of new consumer brands is also one of the endogenous driving forces for Shanghai to become an international consumption center city. According to the data, Shanghai has contributed nearly one sixth of the sales volume of new brand in China, and the number of new online consumer brands ranks first among cities in China. According to Liu gongrun, vice president of China Europe Lujiazui Institute of international finance, these new Guochao brands are an important manifestation of consumption transformation and upgrading, representing the consumption fashion and consumption preference of young people, and must also rely on the support of local industrial chain, "An international consumption center city must be a city leading the consumption trend and rejuvenated with vitality, and new consumption is a powerful driving force to tap new tracks and achieve new growth.".

   Cultivate a number of new local brands with global influence

   the formation and development path of each international consumption center city is not the same. The key is to find a differential coordinate system in participating in international competition. A close look at the development of the "Shanghai shopping" brand in recent years shows that the city has found its own positioning -- leading the fashion and defining the trend. "First round economy", "national tide economy" or "night economy" are concrete breakthrough points in the coordinate system.

According to he Wanpeng, President of Shanghai Qiantan emerging industry research institute, consumption is a complex system, including consumers, consumer goods, consumption patterns, consumption environment, and consumption policies. To build an international consumption center city, there are high requirements for the above elements, "Being able to be a" center "implies the meanings of" first mover, convergence, radiation and traction. "Shanghai's positioning of" leading the fashion and defining the trend "points out the" internal driving force "of building an international consumption center city.

                            . If Shanghai wants to seize the discourse power of "change", it is bound to start with the priority, penetration, scale and sustainability. From this dimension, the positioning of "leading fashion and defining trend" is also the proper meaning of urban soft power.

   there is a lot to be done next. Gu Jun said that Shanghai has gradually formed an initial economic carrier construction system of "global new product launch demonstration area + first store landmark carrier + online new product launch platform", and the new product release platform development system of "China International Expo + Fashion Week + first season". In the future, it will increase the supply of system and policy innovation, and further optimize the economic environment for the first launch. At the same time, it is necessary to accelerate the construction of a number of local brands in Shanghai and to form a batch of new and old brands with global influence.

   (source: Wenweipo)