Driven by the "first store economy", new brands and brand-new concept stores/flagship stores are constantly emerging in Shanghai, injecting fresh vitality into the city.

Source | winshang. com (ID: winshang)

Author | and He Wen

According to the incomplete statistics of Winson.com, in the first half of 20 19, 8 first-store brands (mainly the first-store brands located in shopping centers, except some special brands) were added in Shanghai, including:

Compared with the past, the number of first-store brands in newly opened projects is relatively small, accounting for about 32% of the total number of first-store brands, which is related to the fact that most of the newly opened businesses in the first half of the year are small in scale and located in the suburbs. However, judging from the number of first-store brands introduced by a single project, newly-opened projects still have the upper hand, such as Xintiandi Plaza, Shanghai Yulan Plaza and Xingye taikoo hui Metro Corridor, all of which have eight or more first-store brands opened.

Generally speaking, these one-store brands are mainly distributed in Nanjing West Road business circle, Jing 'an Temple business circle, Huaihai Road business circle, Lujiazui business circle and other municipal business circles, followed by individual regional business circles. (The brand list of the first store opened in Shanghai in the first half of 20 19 is attached at the end of the article. )

0 1

Catering industry accounts for 35%, followed by clothing industry.

Catering and clothing have always been the hot formats of the first store brands.

According to the statistics of Yingshang's 20 19 First Half Year Brand Format Ratio in Shanghai. Com, the catering industry ranks first, with 42 brands, accounting for about 36%, followed by clothing industry, with 18 brands, accounting for about 15%. Judging from the proportion of brands in the first store in Shanghai on 20 18, the number of catering formats has increased, but the proportion has decreased, while the number and proportion of clothing brands are on the rise.

The beauty industry is also on the rise. Plus hairdressing and manicure, there are 9 brands in this industry, which are mainly distributed in raffles city, Shanghai K 1 1, Crystal Plaza in Lonecade, Shanghai International Trade IAPM, Shanghai Global Harbor and Harbor Plaza.

In terms of clothing formats, buyers' shops, designer brands, women's wear and underwear account for a large proportion, and there are only three specialized men's clothing stores, namely, the theoretical men's clothing independent store of Shanghai Galeries Lafayette, the first store of Manuel Ritz in China at K 1 1 in Shanghai, and the first store of CELINE MEN in China in hang lung plaza, Shanghai. In addition, Pronovias, the world's top luxury wedding brand, opened its first flagship store in Asia in hang lung plaza, with a store area of over 500 square meters. In addition to providing a luxurious wedding shopping experience, Pronovias also launched an exclusive series of flagship stores in Shanghai.

02

"poor supermarket" ALDI, box horse mini, etc. Appear one after another.

In the first quarter of 20 19, new york Shake Shack, Canadian national coffee Tim Hortons, Keepland, French luxury department store Galeries Lafayette and box horse food market appeared one after another, which became the focus that cannot be ignored. In the second quarter, Germany's "poor supermarkets" ALDI, Rosen &; New brands such as Hello Kitty convenience store, Australian online celebrity brand Swisse, and Box Horse mini, the new format of Box Horse, have "taken over", and the economy of the first store continues to be hot.

Among them, German supermarket giant ALDISUED opened two physical stores in Jing 'an and Gumei business districts on June 7th this year after opening an online store in China on October 20th. From the perspective of commodity structure, ALDI imports a large proportion of goods, but the price is cheaper than other supermarkets, and it provides delivery service. Generally speaking, its first two stores in China are more like imported food supermarkets.

In terms of supermarkets, following the launch of the new format "Box Horse Market" in the first quarter, Box Horse has made new moves, launching the first mini box horse in China and settling in Zhonghai Huanyuhui. It is reported that the store was transformed from a box horse, mainly based on bulk non-standard products. The store has functional areas such as baking area, pasta area, hot food area, cold storage area, frozen area, seafood area, fruit and vegetable area and standard product area, and is equipped with professional processing services accordingly.

Also attractive is Rosen &; May 30th Hello Kitty convenience store, the first Rosen &; Hello Kitty convenience store was officially unveiled at the commercial facility of Nanjing East Road subway station in Shanghai. The store has a special sales area around Hello Kitty, selling limited products. Prior to this, Rosen convenience store established theme convenience stores such as Bi Li Bi Li, Detective Conan and Teddy Bear.

03

Nearly 1/3 the first store brand is located in a newly opened commercial project.

According to the statistics of Win Business Network, there are 38 first-store brands in the newly opened commercial projects 1 1 in the first half of 20 19, accounting for about 32% of the total first-store brands opened in the first half of 20 19. These include:

Among other projects that have been opened, mature projects located in mature business districts occupy a quantitative advantage in the brand of the first store. For example:

Yingshang. Com noticed that the phenomenon of one store brand opening two stores/three stores began to become a trend. For example:

Looking forward to the second half of the year, there will be 24 projects in Shanghai. With the increase of newly opened commercial projects and the completion of the transformation and upgrading of existing businesses, Modu will also welcome more first-store brands or brand flagship stores/concept stores. In addition, Costco, the largest chain membership warehousing and mass sales store in the United States, has decided to open its first store in Chinese mainland on August 27th. In the second half of the year, Shanghai's "first store economy" will bring more attractions.

Attached:

20 19 List of the First Open Brands in Shanghai in the First Half of the Year

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