First store economy, new national tide, warehouse member store——

  Brick-and-mortar businesses now have multiple consumption hotspots

  Our reporter Kang Shu

  In 2021, my country's strategy of expanding domestic demand will be implemented in depth, and the driving effect of domestic circulation on economic development will be significantly enhanced.

In 2021, the total retail sales of consumer goods in my country will exceed 40 trillion yuan, an increase of 12.5% ​​over the previous year.

The contribution rate of domestic demand to economic growth reached 79.1%, an increase of 4.4 percentage points over the previous year, and economic growth was mainly driven by domestic demand.

  Commercial real estate is the most important carrier of physical consumption. By observing consumption through the operation of commercial real estate, what are the new characteristics of my country's physical commercial consumption market?

The All-China Real Estate Chamber of Commerce Commercial Real Estate Working Committee, headed by the All-China Federation of Industry and Commerce, and the commercial real estate industry think tank RET Ruiyide recently jointly released the "2021/2022 Annual Development Report of China's Commercial Real Estate Industry", taking stock of the top ten hot spots in China's commercial real estate industry in 2021. Among them, there are many hot spots in the consumer field that deserve attention.

  Cultivating an international consumption center city and creating a new commercial growth pole has attracted widespread attention.

In July 2021, with the approval of the State Council, Shanghai, Beijing, Guangzhou, Tianjin and Chongqing will take the lead in cultivating and building international consumption center cities. , competitiveness, and reputation as an international consumption center city".

  In this regard, Wang Yongping, chairman of the Commercial Real Estate Working Committee of the All-China Real Estate Chamber of Commerce, believes that this policy measure is demanding, powerful and profound.

It is expected that five cities including Shanghai will be benchmarked against first-class international consumption center cities, speeding up the transformation and upgrading of consumption, and at the same time driving a number of large and medium-sized domestic cities to improve their internationalization level.

Various localities have proposed different orientations and paths for cultivating and building an international consumption center city, which will definitely change the over-homogenization of urban commerce across the country in the past.

  At present, some places are vigorously promoting the first store economy and upgrading the new energy level of consumption.

"First store" refers to the first time a representative brand in the industry or a new trendy brand opens a store in a certain area, or a concept store with an innovative model established by an already settled brand.

In April 2021, the Beijing Municipal Bureau of Commerce held the "Beijing Debut Festival", which was first launched in China World Mall, and then launched in more than 10 business districts. The event lasted until October, during which more than 100 brand debut events were organized.

Also in April 2021, the Shanghai Municipal Commission of Commerce held the "2021 Shanghai Global New Product Launch Season" and awarded the Hongkou District "Global New Product Launch Site Construction Demonstration Zone".

  Wang Yongping introduced that the development of the first store economy is an innovative measure by the government to promote the high-quality development of commerce. Beijing, Shanghai, Chengdu and other places have introduced policies and measures to promote the development of the first store economy. Some local government departments are still planning, fire protection, city appearance management, etc. Green channels are provided in many aspects.

The economic achievements of the first store are remarkable. In 2021, a total of 901 first stores will land in Beijing (nearly 5 times the number of first stores in 2020), and 1,078 first stores will be added in Shanghai.

The prosperity of the first store economy is conducive to stimulating consumption potential and improving consumption energy level.

  Cultural confidence is also fueling business innovation and renaissance.

In July 2021, the new national trend brand Xiaopeng and Ideal Automobile in the field of new energy vehicles will be launched one after another.

In November, the world's first store of Li-Ning's high-end national fashion brand "LI-NING 1990" landed in Beijing Parkview Green.

  Wang Yongping believes that the new national trend brand has shown a momentum of expansion into multiple fields, and a number of sought-after emerging brands have emerged in the fields of clothing, beauty, food, new energy vehicles, etc., and have become a new force for innovative brands in shopping malls.

In 2021, among the 901 first stores identified in Beijing, Chinese local brands will account for 85%, indicating that the new national trend brand is becoming a new driver of urban consumption upgrading.

  The rise of warehouse club stores is also a bright spot in the consumer sector.

For example, the Hema X membership store announced a national expansion strategy, Carrefour China's first member store opened to the public, and the second domestic COSTCO opened in Suzhou.

  Wang Yongping said that warehousing member stores are now becoming a new outlet in the industry, and the deeper reason behind it is the upgrading and stratification of China's consumer market.

  Regarding the future development trend of the physical commercial consumption market, Wang Yongping believes that the development of new consumption is entering a callback cycle.

In recent years, with the promotion of "Generation Z" (referring to the younger generation) to the mainstream of new consumption, it has driven and stimulated the iteration and innovation of new brands. New consumer brands have emerged one after another, and capital has been aggressively injected into new consumption tracks.

However, due to the impact of the macroeconomic downturn and the new crown pneumonia epidemic, there is a large gap between the performance and expectations of the new consumer market in the later stage.

A group of new consumer brands that were once highly sought-after Internet celebrities have been in trouble one after another, and new consumer investment has entered a rational callback cycle.

However, in the long run, the fundamentals of the new consumption track are still improving.

  At the same time, virtual technology creates new business opportunities.

Leading technology companies have entered the metaverse one after another.

Wang Yongping believes that virtual technology will definitely expand new space for business development and create new business opportunities.

At the same time, it also puts forward new capability requirements for the digital operation management of offline business.

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