In recent years, Nanjing has anchored the "first store first store economy" and introduced a large number of domestic and foreign distinctive first store brands to improve the quality of urban consumption. Since the beginning of this year, the "first store economy" is still full

2025/10/1617:43:36 food 1577

In recent years, Nanjing has anchored the "first store first store economy" and introduced a large number of domestic and foreign distinctive first store brands to improve the quality of urban consumption.

Since this year, the "first store economy" is still full of enthusiasm, and the "store expansion" has accelerated in Nanjing. It is understood that Nanjing has introduced 288 first stores of commercial brands this year, including 19 first stores nationwide. The number and quality of first stores lead similar cities across the country.

The “first” choice is Nanjing. The brand level of the first store is high

The development of Nanjing’s “first store economy” shows trends such as high-end brands, panoramic business formats, and diversified layouts.

, as the first store in the city, has introduced a "big player", and Deji Plaza has introduced a number of international brands this year, involving many first stores in the country and Jiangsu.

For example, this year it introduced two first stores in the world: Loewe independent fragrance boutique and LVMH's high-end fragrance brand MFK; two first stores in Asia: French high-end beauty brand Carita and PRADA perfume and cosmetics brand PRADA BEAUTY. The first stores in China include MAYOR, COVERNAT, KIRSH, etc.; the first stores in Jiangsu include SHAKE SHACK, BC butter bread, etc.

is located in Jingfeng Center in Baijiahu Business District. This year, it has introduced a number of brand first stores such as ORANGE CUBE's first nationwide store, MarMar's first store in East China, and VERTU LIFE's first store in Nanjing. The brand-new consumption scene has effectively driven a significant increase in customer flow.

As a "new face", the first store brand has changed the traditional business model of "one thousand stores, one thing", allowing commercial carriers to get rid of homogeneous competition and promote the upgrading of consumer business formats.

Nanjing ranks first in the country in terms of number of first stores in the third quarter

Nanjing ranks first in the country in terms of number of first stores in the third quarter of 2022. Compared with the previous two quarters, the number of first stores in the country, first stores in East China, and first stores in Jiangsu has increased significantly.

mainly benefited from the opening of three new commercial projects in Nanjing in September this year, all of which brought different levels of first stores. Among them, Nanjing Vientiane World is the most outstanding. Its opening has injected new vitality into the city.

html Nanjing Vientiane World, which opened on September 30, has "harvested" 76 first stores at one time, including multiple domestic and foreign first-line brands and customized concept store brands.

At the same time, on August 18 this year, ’s first store in East China, tea color, , opened at Nanjing IFCX and Jingfeng Center. After the new Chinese tea brand Cha Yan Yuese settled in, it quickly set off a new wave of tea consumption in Nanjing with its high-quality products and down-to-earth prices.

Snacks and catering continue to be popular. “First Store+” continues to upgrade

In terms of the distribution of first store formats, 288 first stores will be introduced in Nanjing in 2022, involving catering, retail, life services, children and parent-child businesses, etc. Among them, retail and catering formats are still the main force introduced by major commercial entities.

Among the catering formats, casual dining is the most popular category among the first stores introduced in Nanjing. Broken down, the popularity of baked desserts and drinks remains unabated and has become a key introduction category for many commercial entities.

Among retail formats, clothing brand first stores still lead the way. For example, KOYO, CHIC PARK, Solar Lab, EXI.T and other clothing collection stores or fashion buyer stores introduced in Nanjing Vientiane World are deeply loved by young people nowadays.

In terms of culture, sports and entertainment, some first-ever leisure and entertainment experience stores featuring strong interaction and personalization have become a new frontier for offline entertainment for young people.

For example, the newly opened Ward Himalayan Ice and Snow Park. is reported to have been very popular on the opening day, with 40,000 online reservations and 1,100 customer traffic on the day.

At the same time, the development of the first store economy breaks through the concept of a single brand and creates a multi-level and multi-dimensional "first store +" functional system. Use new methods such as "first store + first competition", "first store + first launch", "first store + premiere" and "first store + first exhibition" to gather new brands, cultivate new business formats, develop new functions, and empower new scenarios.

For example, Italian light luxury brand MARNI has its first limited-time pop-up nationwide in Nanjing, Happy Twist has built the country's first panoramic social puzzle interactive city and settled in Laomendong ... Since the beginning of this year, various new drama premieres, new product launches, and new exhibition debuts have emerged in an endless stream. The diversified consumption patterns led by "First Store+" continue to create new hot spots in the consumer market.

Conclusion:

Nanjing has always provided policy support to commercial carriers for introducing well-known domestic and foreign retail, catering and accommodation brands, and opening qualified first stores, flagship stores, and innovative concept stores .

For shopping malls, first stores, theme stores, and concept stores are all powerful tools for shopping malls to deal with brand homogeneity.

Next year, there will be more than ten commercial projects to be opened in Nanjing, covering all business districts in the city, which will provide more first store brands with location options and stimulate stronger consumption potential in the new track of "first store economy".

In the future, more shopping malls in Nanjing will inevitably bring more first-store brands and specialty stores. Let’s wait and see~

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