Net black tea Jiangsu and Zhejiang Shop will land in Nanjing. Why is the "first store economy" so fragrant

On June 15th, the new tea brand Cha Yanyue color settled in Nanjing in August in the WeChat public account. At the same time, the "first store economy" also became a hot word again. Breaking through the "Thousand Stores", innovating retail formats, and driving new trend consumption, the "first store effect" performance is eye -catching, but at the same time, experts also said that shopping malls should fit their own positioning, do not blindly pursue the "first store", "first store economy" The final competition is still the "internal power" of enterprises and brands.

Official announcement:

Tea Yan Yue color Jiangsu and Zhejiang First Store is about to land in Nanjing

In the official announcement entitled "Yes, the first city of Jiangsu and Zhejiang", Tea Yanyue was called "Nanjing, which is our first station in Jiangsu and Zhejiang." It is understood that this is also the third foreign market in Hunan Province after walking out of Hunan and entering Wuhan and Chongqing.

Although the new tea market in recent years has fiercely competitive competition and the brand of Internet celebrity has emerged endlessly, the tea facial color of the "Changsha Business Card" and "Changsha Tea" title has always been hot. Before 2020, the brand had always used Changsha as the base camp, known as "city limits". This time, "holding hands" Jinling City really excited the friends of Nanjing milk tea industry.

As soon as the news came out, the number of officials of this official Xuan Wen was more than 100,000 within a few hours. In the afternoon of the same day, "Tea Yan Yue Sean Nanjing" once rushed to Weibo Search 2. Many netizens expressed their envious people in Nanjing online, " I can choose a city very much. People in Nanjing really like to eat and drink. "This message praised 4,000 times. Tea Yanyue's official Wei also interacts with the people of Nanjing. Netizens "thinner" said: "God really can't believe the first stop is Nanjing! Nanjing welcomes you!" Reply: "Like Nanjing!"

After seeing the news of Tea Yan Yue Se, Qian Ye Rong, who was studying in Nanjing University, was about to come to Nanjing, and quickly reposted to the circle of friends, attracting many friends in seconds. "Young people like to try new things. My friends and I have long wanted to experience the famous tea face in the legend. However, it is not like other milk tea brands all over the place. In the first store, my friends and my friends have already made an appointment to check in together. "

Visiting:

It will be on the negative layer of Jingfeng Shopping Mall and recently renovated

Tea Yanyue praised in the official Xu Wenwen "Nanjing has a new street entrance known as the first business district in China. The consumption power is a strong and strong, and the per capita GDP can be ranked third in the country." The two stores in Nanjing are located in Nanjing's two stores. The new street exit of Xinjiekou and Jiangning Jingfeng Shopping Mall are selected. As the official Xuan Wen mentioned that the attraction of Xinjiekou Commercial District is beyond doubt. At the same time, Jing Feng, as a popular shopping mall in the Baijiahu Business District of Jiangning, has always been remarkable.

At 7:30 pm on June 15th, Xinhua Daily • Junior reporter visited Jing Feng and found that although it was not on weekends, the popularity in the mall was still very strong. In front of some highlights of shops, they lined up more or less. In front of a bun shop that focuses on non -heritage cards, even after dinner time, the business is still good, and the popularity has long been sold out.

The reporter immediately contacted the relevant person in charge of Jing Feng. According to reports, the mall has recently been adjusted and upgraded. There are many first stores and new stores. "Thank you for your attention. The Chayan Yuese Store will be on the mall in the future and will be renovated in the near future." The person in charge revealed that a few months ago, the news of the national strategic deployment of Chayue Yuese, Nanjing Many business industries took the initiative to negotiate, and Jing Feng also invited the first time. Tea Yanyue's brand party conducted field investigations in early May, and recognized the passenger flow and venue of the mall. It can be said that the cooperation was the result of the market demand -oriented and strong combination.

inventory:

"First Store" opens every month, and the "first shop" will also appear

Tea Yanyue's official announcement not only made "Nanjing" rushing to the hot search, but also made the "first store economy" eye -catching. The pursuit of freshness and new experience is the characteristic of consumers in the new era. Nanjing's multi -districts strive to create the first shop cluster. A group of first shops, tide shops, and flagship stores gather to drain each other, becoming an important growth point for new consumption.

据了解，2021年，随着一批新商业综合体开业和原有商圈提档升级，越来越多的品牌首店在聚焦新街口商圈的同时，也向河西、百家湖、 The business districts such as Xianlin throwing olive branches. Last year, the first store in Nanjing's new brand covered 42 commercial carriers, and gradually realized the expansion of the single -core to multi -core from the main city.

Since the beginning of this year, Nanjing's "first shop" has continued to advance high. On January 22, the first store of Loewe Luo Yi's fragrance was opened in Deji Plaza; On the day, the first lantern East East Store opened at the Golden Eagle New Street Portal Store ... In addition, there is a large wave of "first shop" on the way to the fast horse and whipping. The first shop is about to appear in the water tour city. Jiangsu's first Moutai Ice Cream Store will drop the airborne Golden Eagle New Street Exit ...

(Picture source: Golden Eagle WeChat public account)

As the major well -known brands at home and abroad enter Nanjing, the new consumption and new formats led by the "first store economy" have become an important carrier that attracts passenger flow, drives consumption, and highlights the international consumer international model. "Many of our stores have the 'first shop' almost every month, and more and more international and creative brands of brand first stores have been implemented. Relevant person in charge said. like:

Innovative retail industry, the first store effect exceeded the "Thousand Stores"

Nowadays, consumers walk into any mall, and the shops everywhere can be seen everywhere, seemingly known furnishings, and lack of new products. "You have me and a thousand stores" have become the public's impression of commercial complexes. The intensification of homogeneous competition in the business district is no longer a new topic. How can I break the situation? Su Xiaoqing, a senior domestic business management consultant, believes that the hot "first store economy" can be regarded as one of the effective paths of retail industry innovation and brand innovation.

"Our business development has long been rid of the traditional sales path. The major commercial bodies have continued to innovate the iterative iterations around the formats, brands, themes, scenes, and service models, which not only meets consumer needs, but also becomes a new path for Nanjing retail business development. The first store effect will break through the "Thousand Stores" to form a new business pattern. "Su Xiaoqing introduced that related data shows that the number of domestic brands accounts for only about one -third of the total number of European and American brands, plus the domestic personalized brand's out of the circle There must be more and more "first shops". "Everyone is the first store, you have to take out your new format to attract consumers and further innovate."

The first store of cultural tourism, leisure and entertainment, sports and fitness, and other diversified formats have been increasing, and the cultural tourism exhibition is diversified, which conforms to the new needs of consumer spiritual and cultural consumption. But at the same time, Su Xiaoqing also reminded that "the mall should" label "to himself, that is, find a position, and don't pursue the first store too much, but to choose the first store and business format for you."

The city is screening the brand, and the first store is also selecting the city. This time Chayue Yue color is located in Nanjing, and the attractiveness of the city is self -evident. In this regard, Su Xiaoqing believes: "The government can also consider introducing more subsidy policies to support the" first store economy ', and this big article on urban consumption. Do it well. "

analyze:

The final competition of the "first store economy" is the "internal power" of the enterprise

According to Lu Yonggang, deputy director of the Institute of Economics of Jiangsu Provincial Academy of Social Sciences, the "first store economy" represents a new consumer format for iterative upgrades. "It is also a manifestation of consumer quality and personalized new consumption experience. . "For online celebrity stores like Chayue Sex, Jiangsu and Zhejiang's first store in Nanjing. Lu Yonggang believes that if companies want to open up territory, make big and stronger, the Yangtze River Delta must be the best" tester ".

"The Yangtze River Delta, as the leading, most growth and competitive consumer market in China, is a must for many businesses." He believes that there will only be more and more "first stores" in this area, which actually means Head competition is more fierce, and the winner will win a greater market dividend. "For example, after testing in this area, it can continue to sink and become the 'first shop' of the lower market." In the future, a new normal competition in the consumer market, the catfish effect produced by the first store will greatly promote the enrichment of consumer business and enhance the vitality of the market.

The "post -00" girl Li Lotian is a native of Nanjing. Tea Yanyue is about to open the Jiangsu and Zhejiang head shop in Nanjing. She said that when she went shopping in Xinjiekou, she would definitely try it by the way. After all, her reputation is far away. I think the expansion of tea Yan Yue color also means "walking down the altar". If you can drink it elsewhere, its rareness will be greatly reduced, and eventually it will return to whether the drink itself is delicious, otherwise Tea Yanyue color is no different from other tea brands. " Miss Liang, who lives in Nanxijiang Street, Jianye District, also said that there are many similar product brands, many types, and many choices. If you want to be attractive, you still have the final product quality, taste, and even the launch of new products. speed.

"We can see a lot of 'first shops' become explosive models and become Internet celebrities; but there are also some 'first shops' to disappear after a period of time, and even some discovery are counterfeit goods." Lu Yonggang said, "The first store economy "It is not a shallow" eye economy ", especially due to the impact of the epidemic, consumers have a more rational choice. Therefore, the key to whether the "first store" in the strict market competition is whether the company itself can continue to provide excellent products and high -quality services. Lu Yonggang said that under the large waves of market competition mechanisms, the "first store economy" should be mapped behind the corporate innovation, and the final competition was the "internal power" of the enterprise.

Intern Li Wenyu

Xinhua Daily • Jiaojiao Reporter Huang Huan Fan Jiexun Hu Jingjing

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