Sitting in the "New Brand First City", Shanghai accelerate the cultivation of international consumer cities

Shanghai, Wan Shang gathered, and the city is one of the most high -quality genes in the city. In July 2021, Shanghai was approved to carry out the cultivation and construction of international consumer center cities. Since one year, fireworks, Shanghai flavors, fashion trends, and international models have been constantly stirring here. Essence

Data witnessed the process of building an international consumer center city in Shanghai. In 2021, the total retail sales of consumer goods in Shanghai was 1.8 trillion yuan, an increase of 13.5%, which was 1 percentage point higher than the country, and the scale ranked first in cities across the country. In the first half of 2022, Shanghai attracted 366 first stores to settle. The number of first stores continued to win the championship of mainland cities to show market confidence.

In the first shopping mall of Zhongshan Park, several automobile manufacturers form a new energy block to attract the "Five -Five Five Shopping Festival" passenger flow

When promoting consumption, steady growth, and vitality, the second year of the third "Fifth Five -Year Shopping Festival" is about to be held, Shanghai is running into the second year of cultivating the construction of international consumer center cities.

"First Economy" brings high -quality supply

Yesterday, Guoyu Stationery opened in Mero City, the first physical store in Mainland China in Mero City. As a centennial stationery brand in Japan, the National Yu Design Award has been "out of the circle" every year. Therefore, the first day of the opening of the new store, whether it is high temperature or heavy rain, can not stop the enthusiasm of Guo Yu stationery lovers.

Fashion design brand Maison Margiela, Marni, Jil Sander, AMIRI flagship store

There are not only literary arts, but also fashion trends. On July 8th, in the Shanghai West Road Business District of Shanghai, the four major pioneering fashion design brands of Italian luxury group OTB OTB ushered in Maison Margiela, MARNI, Jil Sander, and AMIRI flagship stores, which were settled in. One of the first high -energy "first stores" after restoring the order of production and life.

As one of the most vibrant cities in China, Shanghai has always been the first choice for foreign brands to enter China. The "starting economy" is a key trick to start the "Shanghai shopping" brand and enrich the high -quality supply of consumption.

Blue Bottle Coffee Mainland China First Store

Last year, Shanghai has opened a total of 1,078 brands of various types, of which 14 are the world's first shops or the first Asian stores, and 167 first stores in China and the Mainland. In the first half of this year, Shanghai's starting economy still showed strong motivation. A total of 366 first -class shops were introduced, which still led the country in terms of quantity and quality.

"On the one hand, the first store's settlement data shows that these brands are very confident in the Chinese market, otherwise the first -style business model will not be placed here. On the other hand, it also shows that Shanghai as an international consumer center city has the first store landing. Including the basic conditions of rapid expansion of the market. "Gu Jun, director of the Municipal Commerce Commission, said that in the second half of this year, there are more shops and launch, focusing on" low carbonization "," sense of technology "and" international fan "are ready to go, grabbing the beach, grabbing the beach, grabbing the beach Log in to Shanghai.

Stimulated the "new kinetic energy" of consumption. During the third "Fifth Five -Year Shopping Festival", the Shanghai West Coast Art Center will also usher in a series of heavy activities of the "2022 Global New Products", focusing on clothing, shoes, cosmetics, jewelry, clocks, watches , Auto and other products, a group of well -known domestic and foreign brands will launch new products, new technologies, and new service brands theme days activities, so that the "Five -Year Plan Shopping Festival" will become the first -time, first store, first exhibition rookie field and display new concepts, and display new concepts, and display new concepts. New models and new technologies also allow consumers to use the "Five -Year Plan" as a carnival for new landmarks, understanding new brands, and experience of new formats.

Digital -driven local brands "red"

The construction of the international consumer center cities is not just to create a business district and shopping destination that allows global consumers to "get close to far away". It also needs to accelerate consumption and industrial integration to form the reputation of Shanghai local brands.

At the just -concluded second China International Consumer Products Expo, the 300 -square -meter city exhibition area set up in Shanghai has exhausted the emerging brand and national tide consumption. Here, a group of classic national tide brands such as Big White Rabbit, Wu Liangcai, Hero Pen, and Red Shuangxi have rejuvenated new vitality. A number of new brands such as Oriental Mi Valley, Get, and Chenguang played a sense of technology and allowed visitors to appreciate it once. Different international consumer central city journey.

"International Consumer Center cities means that we welcomes various types of foreign brands to gather in Shanghai to meet the consumer needs of domestic consumers. At the same time, local brands must not be absent. To some extent, local brands are even one. An important manifestation of urban brand competitiveness. "

The rapid development of Shanghai's online economy is also an empowerment of new brands. Gu Jun said that the Internet helps the Shanghai brand to enhance the reputation, which is not only reflected in the "red" of the "old name", but also the rapid "redness" of a group of new consumer brands. According to statistics from the mainstream e -commerce platform, Shanghai has contributed to the sales of nearly 1/6 of the country in the country. The number of new online consumer brands ranks first in cities in the country.

Setting in the "First City of the New Brand", in the past year, Shanghai has incorporated the cultivation of new consumer brands into the ecology of "Shanghai Shopping", exerting the functions of new formats and new models testing fields to help new brands find footholds, to be for a foothold. The cultivation of international consumer cities has continued to inject fresh blood.

Coastal Jun learned that Shanghai is currently promoting leading local brand cultivation projects, and centralized Shanghai Qingxuan and Xiao Lanxiang, including Lin Qingxuan, and Xiaoban Elephant, have a leading demonstration effect. Shanghai is also organizing leading local brands to enter shopping centers, e -commerce platforms, and tax refund tax -free shops, etc., and opens the "Leading Local Brand Collection Museum". mechanism. "Fireworks Qi" heating up happiness

Ice bean slurry with hot buns is the "little luck" on the way to work in the morning. The cafe set by Star Rome also brings full of vitality; when I go out, I turn left to a small vegetable farm, while returning to a bag of fresh fruits and vegetables, it is repaired, and it is repaired. Fashion zipper ... As a large city, Shanghai always has a "firework gas" and appears in the place where you and I can reach.

This morning, citizens enjoy weekend time in a coffee shop in Zhongshan Park

To build an international consumer center city, there must be both "tall and big" and "small and beautiful", let alone "fireworks". Since the end of last year, Shanghai has launched the pilot work of the municipal "one -minute clock clock" demonstration community construction throughout the city. It has determined the first batch of 18 Shanghai demonstration community construction pilot units.

Next to the community vegetable farm where people come and go, a small alchemy leads to the "Future Life Primary Street". After buying the food, residents can walk to the creative neighborhood to drink a cup of coffee; the street is a new village of old workers, and the other side is designed by Tongji planner designed. Pocket garden, every evening, young white -collar workers and the elderly in the community share a leisure space ... This is the daily picture of the one -minute clock living circle in Siping Community, Yangpu District.

Gu Jun said that Shanghai is planning to cultivate about 100 municipal -level "one -minute clock" in about three years, and build it into an important platform and a platform for service to ensure people's livelihood, promote convenient consumption, and promote the construction of international consumer center cities. The carrier allows citizens to touch urban texture and share colorful life from the changes in the small shops around them, forming a happy and beautiful life scene at the door of the house with connotation, beauty, and temperature.

The first Shanghai Neighborhood Life Festival held during the "Fifth Five -Year Shopping Festival" will be guided by community residents' life needs, and in the fields of benefit purchase, convenience services, parent -child recuperation, public welfare activities, sports and leisure, etc. Focusing on the "Demonstration Community of a Clock of the People's Life Circle", it is the focus of creating "neighborhood buying day", "family cleaning day", "home appliance cleaning day", "supermarket special day", "washing and nursing day". The "temperature" neighbor's home also heats up the public's happiness in the "fireworks".

Gold Coast Studio

Author | Zhang Yuyun

Graphics | Chen Mengze Liu Ye

Editor | Ren Tianbao

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