How to build an international consumer center cities?China explores the answer

In Shanghai, the "Global New Products" attracts the attention of the world, and the "Shanghai Shopping" signboard is even more loud; in Beijing, the Grand Theme Park is grandly opened, and the Shougang Garden incarnation of the Winter Olympics skiing platform is "punch card"; in Guangzhou, K11 Shopping The art center has continuously created the "creative journey" of art and business integration ... In the past year, the consumer international models of these cities have been more sufficient and more innovative.

Now, the five cities in Shanghai, Beijing, Guangzhou, Tianjin, and Chongqing have carried out the construction of international consumer center cities. For Chinese cities, international consumer center cities are still new targets. How can we build it? Where is the effort? How's the effect? From the current exploration practice of the five cities, some questions have gradually been answered.

"First Store Economy" blooms together

——In the first half of the year, Beijing and Shanghai led the first store with 393 and 366 first stores.

On August 8th, Ai Fanda, a high -end professional hair care brand of Estee Lauder, a world -renowned beauty group, opened the first store in Mainland China in front of Shanghai. On the same day, a number of new stores such as Guo Yu Stationery China First Store, German Scenic toy Brand Mobi World Experience Center, Australian skin care brand AESOP nationwide first store, etc., made their debut in Shanghai.

"It is ready to go out and lined up." According to Shanghai, the opening plan of many brands of the first store has been in line with the schedule, and the Shanghai "first store economy" shows a strong repair. In the second half of the year, there have been more than 130 newly opened stores. The number and quality of Shanghai's "first store economy" have been leading the country. Although affected by the epidemic, 366 first stores were settled in the first half of the year, an increase of 14%over the same period in 2020.

Gu Jun, director of the Shanghai Municipal Commerce Commission, said that on the one hand, it shows that the international brand is very confident in the Chinese market and puts the first -style business model here; on the other hand, it also shows that Shanghai has the basic conditions for the first store to land and quickly expand the market. Essence

Not only in Shanghai, it is also encouraging domestic and foreign brands to start global new products and landing brands -"first shops" and "starting" and "first stores" are also the focus of Beijing, Guangzhou, Tianjin, and Chongqing.

Swiss watch brand Tissot, the world's first T-Heart concept store, opened, Austrian ski-skiing equipment brand Heide China was settled ... The latest third-party data released by the Beijing Municipal Bureau of Commerce shows that in the first half of the year, the city's new first store and flagship There are 393 stores and innovation concept stores, which are basically the same period in the same period in 2021, and the number is leading the country. At present, the city's "first store" has exceeded 2,000.

In addition, Chinese business data statistical analysis analysis of the first stores in various cities show that rare support policies and strong business atmosphere make Guangzhou a place for innovation tests for new brands and new formats; more young brands enter Chongqing, and young consumption with young consumption Dialogue; Tianjin, as an important consumer center city in the north, is gradually being upgraded by urban business, and the new consumer format continues to grow.

"The first store economy is not only an intuitive indicator for judging the popularity of a city's business, but also a new engine that taps consumer potential and stimulates the enthusiastic market." China Business Data Report believes that the first store economy has become an important path to build an international consumer center city.

Liang Wei, assistant researcher of the Institute of Circulation and Consumption Research Institute of the Ministry of Commerce, said in an interview with the reporter of the People's Daily Overseas Edition that the first store was launched, which can lead the trend of consumption, stimulate the vitality of the consumer market, enhance the prosperity and business activity of consumption, and then improve Competitiveness and attraction of international consumer cities.

Tightly consumer to make articles

——Awering for the characteristics of the city, the international fan and the fireworks complement each other, the consumption potential is accelerated to release

On the evening of August 5th, the "2022 Night Night Chongqing Life Festival" opened at the Plaza of Chongqing Grand Theater. More than 200 night business -like integration and online and offline interaction night specialty activities have become the biggest highlights, and they are also expected to inject kinetic energy for the cultivation and construction of international consumer center cities.

Data show that 60%of Chongqing city consumption occurred at night. Zhang Yongwu, director of the Chongqing Municipal Commerce Commission, said that in recent years, Chongqing has integrated the regional elements of "mountains, water, bridges, and cities" and unique "Chongqing Night Views" into the "Non -Night Life". The economy is rejuvenating. Chongqing's night economy has become a new engine to cultivate international consumer center cities.

Although the problem of solving the problem is different, the cities close to the consumption link when building an international consumer center city, give full play to the characteristics of the city, and make the international fan and fireworks complement each other.

In about 3 years, Shanghai plans to cultivate about 100 municipal -level "one -minute clock", allowing citizens to touch urban texture and share convenient life from the changes in the small shops around them. Beijing cultivates a diversified consumer format, is building a smart business district, planning and building a high -level autonomous driving demonstration zone, and using digital information technology to help consumer innovation and development.

Over the past year, the cultivation and construction of international consumer center cities have also become an important starting point for boosting market confidence and stimulating consumer vitality.

In 2021, the total retail sales of consumer goods in Shanghai exceeded 1.8 trillion yuan, an increase of 13.5%year -on -year, ranking first in the country. The total retail sales of total consumption, service consumption, and social consumer goods increased by 11%, 13.4%, and 8.4%year -on -year. The total retail sales of social consumer goods in Guangzhou and the total foreign trade import and export volume exceeded the trillion yuan mark, becoming the third city of "dual trillion" after Beijing and Shanghai. The total retail sales of consumer goods in Chongqing increased by 18.5%year -on -year. Under the influence of various unfavorable factors such as the epidemic, the consumer market was still booming. Relevant persons in charge of several cities mentioned that all relevant units accelerated the construction of international consumer cities and continued to enhance the basic role of consumption in economic development, and achieved outstanding results.

"The international consumer center city is an inevitable result of the upgrading of my country's consumer market and the development of consumer internationalization, and it is also closely related to my country's economic development level." Liang Wei believes that with the orderly progress of the construction of international consumer cities The gathering of central cities, the continuous optimization of consumption supply, the diversification of the demand for the upgrading of residents, and the increase in the supply of personalized goods and services, which helps to release consumption potential.

The expansion space is still large

——The total supply supply of commercial facilities in Shanghai and Beijing is the same as that of New York and Tokyo, but the total consumption and per capita consumption still have greater increased potential

Looking at the world, international metropolises such as New York, London, Paris, and Tokyo brings together top consumer resources and are recognized as international consumer cities. Compared with them, how much is there a gap in Chinese cities?

Studies by the China Chain Management Association show that at this stage, the total supply and per capita commercial operating area of ​​Shanghai and Beijing's commercial facilities have been the same as that of New York and Tokyo cities.

For example, from the perspective of international well -known brand agglomerations, Beijing, Shanghai and other cities are among the best in the world, especially Shanghai's global retailers gathering 55.3%, ranking second among global cities, second only to Dubai. From the perspective of per capita commercial business area, according to statistics, Beijing's per capita commercial business area reaches 2 square meters, and the per capita business area of ​​Shanghai is 1.4 square meters, which is basically equivalent to the per capita operating area of ​​other large international cities.

However, the research of the China Chain Management Association also shows that compared with international cities, at this stage, Beijing and Shanghai still have a lot of potential in both consumption and per capita consumption. International cities such as New York, London, Tokyo, etc. When the per capita GDP reaches about 20,000 US dollars, it has gradually developed from production, trade, and financial centers to the gathering place of modern service and high -end retail brands, so as to establish its global international consumer center in the world. Urban status. In China, Beijing and Shanghai per capita GDP have exceeded 20,000 US dollars. From the perspective of the economic development of major cities, the construction of international consumer center cities.

Liang Wei believes that in the future, it should be vigorously promoted the construction of a strong brand, encouraged enterprises to cultivate independent brands, and continuously enhance the global influence and awareness of China's independent brands; orderly expand the opening of the service industry, optimize health, pensions, and childcare service industries Supply, build an international service consumption system; support the development of new formats and new models, cultivate emerging consumer hotspots in an orderly manner, and enhance the vitality of the consumer market.

With the deepening of the first batch of international consumer center cities, new commercial carriers and international brands are accelerating the gathering, and a number of future consumption scenarios with international elements are also planning.

In Guangzhou, 166 new negotiation projects in the city's high -end business trade industry in the first half of the year; 44 signed projects, with a total investment of 25.212 billion yuan; 59 registered projects, with a total investment of 7.587 billion yuan. The Guangzhou side clearly proposed the consumption supply market of the bay area, and created the global trade hub of gathering excellent products and the international consumer portal of the service bay area.

In Tianjin, in the first half of the year, the cultivation and construction of the international consumer center cities in 2022 in the centralized signing of major commercial projects in 2022, 75 commercial projects successfully started the contract, with a total investment of more than 38 billion yuan. A number of commercial landmarks and high -end consumer gathering places such as Guojin Shopping Center and Outlet are coming on the face.

Gathering global consumer resources, leading consumer trends, and radiation surrounding areas linkage, international consumer center cities are full of unlimited imagination space. (Reporter Li Jie)

Original title: The construction of the international consumer center cities has been cultivated for one year, and the five cities in Shanghai, Beijing, Guangzhou, Tianjin, and Chongqing have their own gains -these cities have become more international.

"People's Daily Overseas Edition" (06th edition of August 16, 2022)

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