Although the epidemic has affected offline businesses in Shanghai, the city still has the largest retail scale of social consumer goods and the most active consumer market in the country.

Cultivating "first-time economy", creating "a quarter of an hour convenient living circle", and holding "Shanghai Fashion Week"... After the epidemic, Shanghai has accelerated the construction of an international consumption center city. In the process of expanding new space and developing new opportunities, pyrotechnics will return.

  At present, the epidemic prevention and control situation in Shanghai is gradually improving, and the normal production and living order is gradually returning.

With the full recovery of dine-in in Shanghai on June 29, and the normal operation of shops in major business districts, citizens gathered in coffee shops, had drinks in bars, walked along Nanjing Road, and sat in Xintiandi… ...Shencheng's fireworks are back.

  Although the epidemic has affected offline business in Shanghai, this city with the most commercial genes still has the largest retail scale of social consumer goods and the most active consumer market in the country.

Shanghai is continuing to accelerate the construction of an international consumption center city, expanding new space and seizing new opportunities in the process of building a domestic large circulation center node and a domestic and international dual circulation strategic link.

  The first economic vitality remains

  The epidemic has not diminished the confidence of international big names in Shanghai.

On July 8, Jincang Wenhua Plaza on West Nanjing Road, Shanghai welcomed the flagship stores of four leading Italian fashion design brands, Maison Margiela, MARNI, JIL SANDER and AMIRI. The first batch of high-level first stores in the core business district.

  On July 14, Yu Yong, secretary of the Jing'an District Committee of Shanghai, inspected the operation of these four high-energy first stores. He said that the purpose of conducting "anti-epidemic, economic stabilization, and security" visits and investigations is to understand the company The actual situation, responding to the needs and expectations of the enterprise, focusing on the bottlenecks and difficulties encountered by the enterprise.

"Jing'an District has always been committed to building the Nanjing West Road business district into a world-class business district with global influence. In the first half of this year, despite the impact of the epidemic, Jing'an still introduced 42 first stores of various brands, showing Jing'an's commitment to international high-end business districts. The great attraction of the brand." Yu Yong said.

  The first stores came one after another, and the first launch activities also fully recovered.

From June onwards, major brands rooted in Jing'an District have launched their first events. For example, Tiffany, a brand under the Louis Vuitton Group, launched the world premiere of limited-edition titanium necklaces and bracelets; LOEWE launched the global launch of Milanese furniture and handicrafts at Plaza 66 and Jing'an Kerry Center. Limited debut new products; Jaeger-LeCoultre Master Series Chronograph Full Calendar Watches, Piaget Shilai Run Series Watches are world premiere... It is reported that in the second half of this year, the "2022 Global New Product Launch Season" event will also be held at the West Bund Art Center.

  Jing'an is the epitome of Shanghai's rising consumption level.

Last year, more than 3,000 international and domestic brands held new product launches, debuts and first exhibitions in Shanghai.

In the first half of this year, Shanghai attracted 366 first stores to settle down, and the number of newly opened first stores continued to hold the title of the "first store capital" in the mainland.

Gu Jun, director of the Shanghai Municipal Commission of Commerce, said that on the one hand, these brands are very confident in the Chinese market, so they put their pioneering business models here; on the other hand, it also shows that Shanghai, as an international consumption center city, has its first store. Landing, including the basic conditions for rapid market expansion.

  "The next step, we will focus on deepening the construction of global new product launch sites, encourage domestic and foreign brands to launch global new products in Shanghai, launch their first brand stores, set up corporate headquarters, and cultivate the formation of "first launch" to "first store" to "headquarters". In the future, Shanghai will continue to increase the supply of institutional and policy innovations, further optimize the economic environment for IPOs, and increase institutional and policy innovations in such aspects as financial support, activity reporting, customs clearance convenience, and intellectual property rights, Gu Jun said. , to provide greater policy support for the launch of new products and the establishment of the first store.

  Convenience and richness for mass consumption

  In addition to connecting with global brands and fashion frontiers, the construction of an international consumption center city should also create a mass consumption ecology that matches the positioning of an international consumption center city.

"Five-hour convenient living circle" is an important carrier to meet the basic needs of residents' clothing, food, housing and transportation, and to reflect the function of high-quality community services. It is also the foundation and base for building an international consumption center city.

  "We plan to use about 3 years to cultivate about 100 municipal-level 'a quarter-hour convenient living circle'." Gu Jun said that the construction of Shanghai's "quarter-an-hour convenient living circle" should deeply implement the important concept of the people's city, and cooperate with the vast number of people. It adapts to the consumption needs of Shanghai citizens and matches Shanghai’s positioning of building an international consumption center city, allowing citizens to touch the city texture and share colorful life from the changes in the small stores around them, forming a home with connotation, beauty and warmth. A happy and beautiful life scene at the door.

  For example, the consumption and supply capacity of the "15-hour convenient living circle" will be more abundant, and priority should be given to basic security types of businesses, including convenience stores, comprehensive supermarkets, standardized vegetable markets, fresh supermarkets, etc. that are closely related to residents' daily life.

On this basis, it will also develop quality-improving formats according to local conditions, such as specialty restaurants, boutique supermarkets, bookstores and bookstores.

  Last year, Changning District and Putuo District were successfully selected as pilot projects for the construction of the national “15-hour convenient living circle”.

In the near future, Jing'an District, Xuhui District and Jiading District will participate in the second batch of national pilots.

"In the next step, Shanghai will pilot, summarize, and promote mature experience and practices in the construction of the national and municipal '15-hour convenient living circle', so as to continuously enhance the sense of gain, happiness and security of all citizens." Gu Army said.

  "One-click direct access" to the fashion show

  With the recovery of consumption, the first season of digital Shanghai Fashion Week also kicked off a few days ago.

Unlike previous fashion weeks, this online show only needs to search for the keyword "Shanghai Fashion Week" in Douyin, and you can go directly to the live show with one click.

Elements such as the Metaverse, Digital Humans, and Wearable Technology have gathered to bring the Shanghai Fashion Week, which is known as the "world's most dynamic fashion week", to a digital return.

  Shanghai's designer brands are mostly small and medium-sized enterprises, which have been greatly affected by the epidemic, and many brands even face huge challenges.

Hugo, the founder of TRICKCOO, who originally planned to give up this season's big show, saw the opportunity of the digital fashion week and regained his spirits.

He said frankly that the team overcame difficulties and re-completed the production of the fashion show within half a month, and the team's digital office collaboration ability has also been significantly improved, which also reflects the Shanghai Digital Fashion Week to boost industry confidence and the cohesion of industry insiders to overcome the difficulties together. .

  Shanghai Fashion Week re-awakens the city's fashion genes and consumption potential in a digital form, breaking the constraints of time and space and opening up participation channels for a wider audience.

According to Gu Jun, in the Global Fashion Industry Index·Fashion Week Vitality Index, Shanghai Fashion Week has jumped from the 6th place in the world to the 4th place in the world. "Four major brands" and a powerful tool and effective carrier for building an international consumption center city.

  Fashion aesthetics, virtual fashion, intelligent technology, business innovation... The first season of Digital Shanghai Fashion Week presented nearly 40 digital releases and more than 30 exciting series of programs. The online topic of Shanghai Fashion Week accumulated 1.07 billion views. .

Through this special show, we can see that the modern Shanghai is still moving.

Li Jing

Li Jing