"Flow" becomes "reserved", so let the "first shop" become "stubborn"

The first store economy has stimulated the differentiation of urban consumption, promoted the innovation of business models, upgraded consumption, and led the trend of social consumption. Is the "first shop" in previous years still hot? What are the new characteristics of this year's first store? Reporters were investigated.

Tags are younger

According to incomplete statistics, a total of 142 first stores in Jiangsu have opened in the first half of the year. Among them, from January to early June, Nanjing introduced a total of 63 first shops, becoming the most popular city in Jiangsu region.

Analysis of these first stores is not difficult to see that most of the first store settled in order to meet the needs of young consumer groups.

Nanjing Deji Plaza is the gathering place of the first store. The first store this year includes the first independent boutique store in the world in the world; Kirsh, ChicJoc in China; Mulberry, Mulberry, Royal Ginza, and so on. In June, the Japanese high -end socks brand Tabio Jiangsu's first store, the reporter found that a sock shop can be so colorful, without the color you can't find, only the color you can't think of. "Tabio has more than 40 years of socks. As a clothing item, socks have not been high, but as the younger generation of personalized style is enhanced, the appearance rate of socks increases, and the role in wearing is getting more and more. The attention of consumers. "The clerk introduced.

The Langwan Langwan Jiangsu first shop in Jiangning Golden Eagle is known as the ceiling of the video game city. The young guy and girl are the mainstream consumer groups. "After a few days of opening the event, I bought a 90 -minute ticket to play with my friends. It feels very good. There are many projects in it. , Basketball, a lot of projects, a good place to pass the time. "Consumer Lu Yuyang said.

The first Moutai ice cream flagship store, which has attracted much attention, has also opened at Nanjing Jinying Xinjiekou Store. It is said that under the trend of young consumption and diversification, the emergence of Moutai ice cream is to use their strong IP to achieve innovation and continue to move closer to young consumer groups. "After the early market research, we found that there are many young people in Nanjing. Consumers have enthusiasm and high acceptance of new things such as 'cross -border joint -name'." Moutai ice cream Nanjing flagship store relevant person in charge said.

"At present, the new consumerism of generations Z is increasingly prosperous. Personalized and youthfulness has become a new label of the business. As a regional shopping mall, we pay more attention to creating regional first stores." It is said that among the brands adjusted in the first quarter, more than 30%of the Jiangbei first store brands, such as the introduction of the first McDonald's Family flagship store, Jiangbei's first Korean national -grade barbecue shop Jiang Hudong, etc., Jiangbei's first newly focused on young lifestyle. The boutique coffee label MSTAND, Jiangbei's first popular global Toptoy, the popular king of the global tide game, the first new energy vehicle brand Nezha, which is the first new energy vehicle brand that adapts to the needs of young white -collar workers.

It is understood that in Jiangsu, the first store's format gradually shifted from retail, catering to artistic humanities, sports, environmental protection and other concept brands; immersive scene innovation brands and experience first stores continued to prosper; niche laps, skateboarding, three pit, pet shops Waiting for the new consumer consumer first store brand to become traffic ... Statistics show that among the first stores introduced by Jiangsu in the first half of the year, the catering format occupies the top of the list, and the proportion is the highest. Among them, coffee, tea, and baking brands are still vigorous Tuodian, including Pai Yuefang Creative Aesthetic Cake, Overlord Tea Gun. Secondly, there are 27 clothing format brands. For example, the Korean tide brand Chuu only laid out three new cities in Jiangsu in the first half of the year and opened 3 first stores. The retail format opened 22 first stores, including Hema X member shop, Royal Ginza Theginza, X11, 711, etc. Sports entertainment accounts for 9%, including the Radium War Alliance, Xue Yu Urban Ski Club, and the Happy Kingdom of Happy Kingdom.

"Flow" is "reserved"

After the first store settled, how to achieve sustainable development?

The reporter found that many first shops were red, but some of the first shops had a scarce passenger flow or even disappeared after a period of time.

When a cake shop in Xinjiekou opened last year, it created an unprecedented queuing event, and even needed to restrict the purchase card. "As a former net red cake, I finally ate when it was almost overwhelming. I no longer need to lift an hour team or find an ox for purchasing. About two or three o'clock, there are not a few people at all, and there are no restrictions on purchases. It's a matter of ... In the past, I asked only the original flavor, and I bought one. The taste is no different from the previous cheese cake, but it is more raisins. "Consumer Wang Jia said.

"Nanjing City has opened a new dining restaurant in the south of the city, and more than 200 yuan per capita. I saw the recommendation of the experts on multiple platforms, and went to check in." Ms. Li said, "After I went, I found that the dishes and this pricing would be outrageous. , I don’t understand why this price is set up but provides such ordinary dishes. The corn slices next to the corn soup are very hard and I feel that the cheapest salad is basically vegetarian. Tell us that we have no place, we are waiting for granted, but let us go in. There are only three tables of diners in empty. We have eaten for more than an hour all the way, and the table next door has been empty. So, is this hungry marketing? "

More than a year ago, Lego's first street shop, beauty collection store ONLY, TIMS coffee, and urban -level Happy tea flagship store ushered in the first store in Nanjing Xinjiekou. The reporter came to the beauty collection store ONLY. There were only 3 customers in the store, and one of them was paying for the cashier. "I am going to travel to Chongqing next week. I want to buy some small skin care products, which is more convenient to carry." Consumer Huang Yiyi told reporters that you usually buy regular skin care products at home. "In the past, there were a large number of customers in their family, and they needed to line up when they entered the store. Now there are few people, mainly because the samples do not synchronize with the new products of the brand counter, so that the demand for buying a small sample will be greatly reduced." Compared to the deserted ones Beauty gathering stores, the first street shop next to LEGO is flowing, very lively. "The family had just finished dinner nearby. The child had a birthday today and took him to choose a gift." Consumer Li Mingfang was also a fan of Lego. He said that he would take his son every week, and coming here to play with him is also a makeup of his childhood.

The night fell, and the city -level tea flagship store has ushered in a lot of customers. From time to time, the sound of customers ordering and takeaway brothers came from time to time. The reporter used the Xizhu Mini Program to buy a cup of succulent peach peach. The system showed that: 69 orders/131 cups in front are to be made, and tea is expected to be taken in 61 minutes. "The area of ​​our store is small, and most consumers choose to place online orders. In the past few days, high temperatures have continued to increase online, and online orders have increased sharply.

Industry insiders pointed out that although the starting of the start can bring a certain amount of traffic, it is ultimately the brand itself. Therefore, in the wave of the first store economy, whether it is a brand or a shopping center, and the city, it is necessary to make planning to promote sustainable development. Professional planner Wang Yan said that the brand border of the first store should be reasonably defined, and the number of "first stores" should not be blindly pursued. In order to avoid the introduction of the first store and deliberately cheating, it is necessary to combine the brand awareness and the gold content of the brand to formulate a clear basis for brand classification, and to carry out publicity and rewards introduced by the first store. In addition, the brand classification of the first store is set to establish a more targeted first -store brand library.

Various places to compete for the first store amplification tricks

As consumer demand is becoming more diversified and personalized, the "first store economy" characterized by novelty, scarcity, and self -traffic has become a "traffic password" to empower urban business. In order to compete for the first store, all localities have released big moves.

The reporter learned from the Nanjing Commerce Bureau that in April this year, Nanjing released the "Ten Measures for the Difficulties and Stable Development of the Rescue of Zero Capture and other service industries such as supporting the batch of zero meals." The first store, flagship store, and innovative concept store give policy support.

Suzhou's first store's economy has been frequent. Last year, Suzhou introduced a total of 158 first -class stores, an increase of 151%year -on -year. In the second quarter of this year, a total of 50 brand first stores in Suzhou's major shopping centers, including the nation's first stores, urban first shops and regional first stores, which have improved significantly in the first quarter of 2022. At the end of last year, the "Fourteenth Five -Year Plan" Development Plan of Suzhou Business and Trade Industry "clearly proposed the development of the first store economy and the starting economy. By the end of 2025, the city strived to introduce and cultivate 1,000 first stores at or above the city level. In order to further play the role of the "first store economy", Suzhou also launched 16 measures to build the first store's economic development ecosystem. It is reported that Suzhou will also hold Suzhou First Store Economic Development Conference in the near future to attract more brands and carrier parties to Suzhou.

In recent years, Wuxi has also vigorously developed its first store economy. Last year, a total of 35 first stores settled in Xicheng. Since this year, 12 first stores have been opened from January to May. Nantong opened 13 first shops in the first half of the year. The newly introduced "Three -year Action Plan for the Prosperous and Development of the Prosperous and Development of Nantong City (2022 ~ 2024)" further clarifies the development goals of building a multi -level new consumer business district, and proposed to actively introduce international and domestic high -end brands, large retail brands and brand and large retail brand and The front -line fashion trend brand settled in and vigorously developed the "first store economy".

Cities outside the province are also vigorously promoting the first store economy. In July, the relevant documents issued by Shenzhen mentioned that the first store's starting economy was supported. Eligible enterprises have newly opened the first store in Asia, the first store in China (Mainland), Shenzhen's first store, flagship store, and new business stores in China. Give a maximum subsidy of 1 million yuan. Since June, Shanghai Commercial and its "first store economy" has built tenacious repair. Data show that there are more than 40 new urban levels in Shanghai in June.

Industry insiders pointed out that the introduction of the first -tier or new first -tier cities in the first -tier or new first -tier cities has been pointed out that industry insiders have pointed out that the first -tier development strategy of a larger and larger scale has been pointed out. At the same time, in the scale game of almost inner rolls, the test is no longer just a quantity. Those mature brands that have always intersected with the Chinese market and have been fully deployed. For them "A shop".

Don't let the "first shop" become "stubborn". The city is picking the brand, and the brand is also picking the city. It is worth noting that the "first store" should continue to maintain the update and intensity of the update, and it is inseparable from the guarantee of the mechanism and the continuous optimization of the business environment. Therefore, it is necessary to reduce the cost of approval to a greater extent to better encourage the settlement of brand investors that meet the standards; provide more convenient measures to global brands in terms of new product customs clearance, new products, and intellectual property protection to ensure implementation.

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