This newspaper reporter is Liao Ruiling

Sichuan grilled fish brand store entered Beijing, and diners lined up in a long line; OPPO and OnePlus have the first joint flagship store in central China to settle in Wuhan, Hubei, where you can "open a hand" with game enthusiasts; The first store of the Korean trendy brand EMIS opened in Shanghai, and the fashionistas posted pictures so lively......

From international fashion brands to dim sum shops, from well-known chains to niche tastes, more and more first stores are opening, attracting young consumers to check in. These first stores, with innovative marketing methods and rich product categories, bring consumers a new consumption experience and become a new growth point for urban consumption.

The consumption format is rich and fresh, attracting consumers to check in the first store

“這個品牌的帽子我很喜歡，顏色好看，幾乎任何頭型都能駕馭。”4月2日，年輕消費者陳雪瑤來到位於上海市黃浦區淮海中路的韓國品牌emis中國首家旗艦店，買下兩頂帽子，“國內有了門店，以後就不用找代購了”。

Opening the first store and releasing new products, today's Chinese consumer market is full of vitality of the "first store economy".

The so-called first store is the first store opened by a brand in a certain region, including the first store in the world, the first store in China, the first store in the region, the first store in the industry, etc. In addition, the first store also includes concept stores that have already settled in the brand to set up innovative models.

In recent years, the "first-store economy" has become hot and entered a period of rapid development. In the past year alone, the number of new first stores in Beijing and Shanghai has reached 600 and 0 respectively. In Xi'an, Shaanxi, the first store in Northwest China and the first store in Shaanxi frequently appeared, and there were 0 new first stores in the city last year; In Chengdu, Sichuan, only Chunxi Road, a popular business district, has gathered more than 0 first stores of various brands.

Why is the first store attractive? One of the answers given by consumers is that the consumption format is more abundant.

In Xinjiekou, Nanjing, Jiangsu Province, there is a two-story store covering an area of about 2500 square meters, which is the new Asian flagship store opened by the clothing brand Zara in China, and it is also the first store to introduce a coffee shop in the Asian market.

"I heard that this is Zara's biggest flagship store in Asia, and I went there on the first day of opening last month. The queue for about 20 minutes when you enter the store, and you have to queue at the door of the fitting room. Luo Yuchen, who lives in Nanjing, checked in the Zara store while it was hot, she introduced: "There are T-shirt vending machines and coffee corners in the store, and my friends and I finished buying clothes in the store, ordered a cup of coffee, sat down and rested for a while, and then started the second round of 'buying, buying, buying'." Sure enough, there are more consumption scenes in the store, and consumers can be retained more. ”

在湖北武漢，手機品牌OPPO和一加華中地區首家聯合旗艦店3月1日正式開業。門店不僅展示品牌系列產品，還定期開設攝影、遊戲等課程。“開業當天我就去打卡了。”在湖北讀大學的陳飛說，這家首店裝修新潮，2樓還有遊戲的聯名周邊區，“現在的手機店不僅售賣商品，更為年輕人提供了‘找同類’的社交空間”。

不少消費者熱衷到首店“嘗鮮”。位於北京王府井商圈的九十葉抹茶專門店，是該品牌在北京開的首家門店。“我經常打卡各種餐飲首店，這家店剛開業時，我就去湊了熱鬧。”北京市民李珊珊說，“北京有挺多冰激淩店，但專門做抹茶口味的，這應該是頭一家。這家店的抹茶冰激淩口味很純正，我最愛‘抹茶5號’，口感濃郁偏苦，濃濃的茶味兒還有些提神效果，排長隊也值了。”

Aiming at the tonality of the city, activating the consumption potential, the first store location is "knowledgeable"

For merchants, the location of the first store depends not only on the consumption level and foot flow of the business district, but also on whether the city's tonality and brand style are compatible. In many cases, which city to choose and which business district to open a store in is more like a "fashion collision" between the brand's first store and the city.

平均每天舉辦1場品牌發佈等活動；北京首店或概念店佔85%……位於北京市朝陽區的THE BOX朝外是北京首個特色城市活力創新中心。1月24日，名創優品MINISO LAND北京壹號店在這裡正式開業。佔地超千平方米的門店，如同一個巨大的IP樂園，彙聚《黑神話：悟空》、哈利·波特、迪士尼等年輕消費者喜愛的IP聯名產品。

"Our store is located outside THE BOX, which is because of the overall youthful style here." Shi Cailian, manager of MINISO LAND Beijing No. 1 store, said that the main customer flow group in the business district is young consumers in their 20s, and many consumers like to buy figurines and cultural and creative products. "In response to the preferences of young consumers, the decoration style of our store is more of a paradise style than other regular stores. As MINISO's 'land store', not only the goods are richer, but also the speed of new products is faster, many new IP products are mainly launched in the 'land store', when it first opened, we launched a series of products co-branded with "Black Myth: Wukong", which obviously drove the overall performance growth of the brand. ”

Moving to the south, in Deji Plaza in Nanjing, Jiangsu Province, Yingshi, a consumer-grade panoramic camera brand with the world's largest market share, opened its first brand direct store. "There are many reasons behind the choice of Nanjing." Yuan Yue, marketing director of Shadow Stone, said that Nanjing has rich tourism resources, and the local government is also accelerating the construction of an international consumption center city, and the demand for consumer market continues to grow. At the same time, the rapid economic development of Nanjing's first store, and the Deji Plaza, where the brand is located, is a famous commercial landmark in East China, bringing together many international first-line brands and high-net-worth customers, which is highly consistent with the positioning of "technology + art" of Shadowstone. "Moving into Deji Plaza allows us to take advantage of the commercial atmosphere here to enhance brand awareness and influence. In contact with consumers, it can also stimulate the brand's own innovation inspiration. Yuan Yue said.

When the brand opens its first store, it must also be able to "play" with young people. "When we open our first store, we invite consumers to experience various products and explain the unique 'play' of the products. The store also often sets up activities such as brand merchandise gifts, social check-ins, and interactive lucky draws to encourage users to share their photos and enhance the social communication effect. In Yuan Yue's view, the vigorous development of the first-store economy not only reflects the commercial vitality of a city, but also shows that the brand is optimistic about the regional market and accelerates the offline layout. At present, we have opened 18 Shadow Stone brand stores in 0 cities including Beijing, Shanghai, Guangzhou, and Shenzhen. I hope to promote the product to consumers better and more comprehensively. ”

The store category is rich, the brand is more diversified, and the first-store economy has strongly stimulated urban consumption

At present, the categories of newly opened first stores in various places are becoming more and more diverse, and many niche brands are popular for their first stores.

According to the statistics of Winshang Big Data, in 3 years, the number and proportion of the first restaurants in the country hit a new high in the past 0 years. Looking at the subdivided categories, the popularity of the first store of niche characteristic hot pot represented by sour soup hot pot and mushroom soup hot pot exceeds that of Sichuan-style hot pot. At the same time, the number of IP-themed stores and first stores of gifts and toys gathered by ACG-related brands continued to rise. In addition, "big shopping malls" are beginning to be keen to introduce "small brands". In 0 years, the proportion of first stores of emerging brands in high-end shopping malls soared by 0.0%, hitting a new high in nearly 0 years. Among them, brands such as Jiushiye and Lianxing Double Skin Milk have opened their first stores in a number of high-end shopping malls in the form of specialized stores.

火熱的首店經濟，也在為城市和區域經濟發展注入活力。美團數據顯示，今年以來，上海、廣州、重慶、成都、深圳、北京、東莞、蘇州、杭州、鄭州等城市在美團平臺上的餐飲新開門店數位居全國前十，基本每10家店中就有一家為新開。針對首店、新店，美團等線上平台紛紛推出“流量扶持”“專屬標籤展示”等舉措，幫助門店快速獲客。比如，今年3月，北京老牌餐廳金鼎軒開出首家自助餐店，首個週末等位超過180桌。借助美團新店標籤、新店流量扶持，該店日均團購訂單量突破千單。在剛剛過去的清明假期，北京超極合生匯西區引入30余家首店及旗艦品牌，假期客流量超60萬人次，銷售額約3500萬元。

更多城市則以真金白銀，歡迎創新元素多、社交屬性強的首店落地。福建有關部門發佈《促進首發經濟高質量發展的若干措施》，將“支援國內外知名品牌開設福建首店”“對符合條件的福建首店給予最高不超過50萬元資金獎勵”。重慶市商務委明確，對符合條件且經評審納入支援的商業管理運營商、第三方機構，按照引進商業品牌首店品牌能級及數量、首店層級及數量等進行綜合評審，分別給予最高不超過200萬元、100萬元的資金獎勵。

"We will actively promote the first launch economy, encourage domestic and foreign enterprises to open their first stores, hold first debuts and first exhibitions, and continue to activate consumption potential." Li Gang, director of the Department of Market Operation and Consumption Promotion of the Ministry of Commerce, said.

The first store is hot, and it can't just be hot for a while. In Yuan Yue's view, building momentum for the first store is the first step to build awareness, and the supply of high-quality and stable products is the core of brand competitiveness. "We will continue to iterate the product matrix and launch innovative imaging equipment based on market demand. Offline stores will also plan new product launches, trade-ins and other activities at the same time, so that consumers can experience the latest imaging technology for the first time and maintain attention and stickiness to the stores. Yuan Yue revealed that at present, the brand is still actively promoting the expansion plan of the first offline store, which will be implemented in more core cities in the future.

(Intern Zhang Wendi participated in the interview)