Recently, Guangzhou released its three-year progress report on becoming an international consumption hub. Between 2021 and 2023, Guangzhou introduced 794 brands' first stores (city-level and above), with over 420 stores opened in 2023 alone, exceeding the total number of the previous two years combined. This surge indicates a booming "first-store economy."

A "first store" refers to the first outlet of a significant chain brand opened in a particular city or region. Wang Xianqing, Dean of the College of Applied Economics at Guangdong Baiyun University , explained that "the brand's image alignment with the city, the city's consumer purchasing power, and the brand's strategic market positioning are key factors in a brand's decision to open its first store in a city."

In Kearney's Global Cities Index , Guangzhou was the only city among China's five international consumption hubs to see its ranking rise for three consecutive years, reaching 55th place globally in 2023. It ranks third in China, following Beijing and Shanghai. In 2023, Guangzhou's consumer spending per capita was 49,480 yuan, second only to Shanghai among the five cities, reflecting the city's pursuit of high-quality living.

"Guangzhou's first-store economy has achieved remarkable success in the past three years," said Zhang Yi, founder and CEO of iiMedia Research in an interview with Xin Kuai Bao (The New Express). He attributed this success to the city's continuous development of commercial districts and the substantial increase in commercial space, which has created fertile ground for brands to set up their first stores.

According to Winshang's big data, from 2021 to 2023, Guangzhou's shopping centers experienced rapid growth, with 19 new centers opened in 2023 alone, adding 1.258 million square meters of commercial space. Among these new openings last year, there were several landmark projects marking the debut of China's major commercial property management companies in Guangzhou.

On July 15th, 2024, the Da Yue Hui or Joy Mix in Guangzhou's Huangpu district celebrated its first anniversary. As the first store of the "Da Yue Hui" brand nationwide and the debut commercial project of Grandjoy Holdings Group  in South China, this project, with just 28,000 square meters, achieved impressive results: a 100% leasing rate, 99% opening rate, annual customer traffic exceeding 10 million, total sales surpassing 560 million yuan, and a membership base exceeding 200,000. Meanwhile, the Jinmao Plaza, located above Meihuayuan Metro Station on Guangzhou Avenue North , offers five major lifestyle themes, including sports, family, refined living, entertainment, and dining, with over 30% of its brands being new to Guangzhou or the shopping district.

Not only are well-known external brands making a splash, but local commercial giants are also showcasing their strengths. For instance, Yuexiu Commercial 's International Commerce Center (ICC), unveiled before National Day in 2021, was the first new commercial complex in the north part of the Tianhe central business district in 12 years. The opening saw fierce competition among brands, with many first stores within South China and Guangzhou eager to secure a spot.

Additionally, Zhang Yi highlighted Guangzhou's advantages as an exceptional transportation hub, which continues to attract more first stores. Statistics show that inbound tourists to Guangzhou (including residents from Hong Kong SAR, Macao SAR, and Chinese Taiwan) grew from 1.6477 million in 2021 to 3.7741 million in 2023, ranking first among the five international consumption hubs.

Source :Yangcheng Evening News

三年引入近800家品牌首店，广州“首店经济”井喷式增长

近日，广州市发布国际消费中心城市建设三周年成绩单。记者注意到，2021-2023年，广州共引进794家品牌首店（城市级别及以上），其中仅2023年便引入逾420家，首店总量超越前两年之和，“首店经济”呈井喷式增长。

首店，是指市场中具备影响力与代表性的连锁品牌在某地或某地理区域范围内开设的第一家门店。“入驻城市是否符合品牌的形象定位、入驻城市的消费能力、品牌进入市场的战略地位是品牌商家选择某一城市开设首店的重要原因。”广东白云学院应用经济学院院长王先庆表示。

在“科尔尼”全球城市综合排名中，广州是5个国际消费中心城市中唯一实现三年连续上升的城市，2023年排名全球第55位，紧跟北京、上海位列第三。数据显示，2023年广州居民人均消费支出为49480元，在5个国际消费中心城市中仅低于上海排名第二，反映了广州居民对高品质生活的追求。

“广州首店经济，在最近这三年取得了非常显著的成绩。”艾媒咨询集团创始人、CEO张毅接受新快报记者采访时认为，广州持续的商圈构建及大量的新增商业面积，为首店进驻提供了肥沃的土壤。

据赢商网大数据监测，2021年至2023年，广州购物中心存增量供应势头迅猛，其中2023年新开19家购物中心，带来125.8万㎡新增体量。去年上新的购物中心中，不乏全国商管大咖首进广州的代表性项目。

2024年7月15日，作为全国首个亮相的“大悦汇”品牌，也是大悦城控股华南大区首开商业项目，广州黄埔大悦汇迎来开业一周年，这一租赁面积仅2.8万㎡的项目，交出了招商率100%、开业率99%、全年累计客流突破1000万人次、全场累计销售突破5.6亿元、累计会员人数突破20万人次的优异成绩；位于广州大道北梅花园地铁站上盖的信达金茂广场·益田假日世界，规划了运动潮玩、家庭配套、精致生活、文娱体验及人气餐饮五大品质业态，其中首进广州或首进商圈的品牌占比同样超过30%。

“过江龙”来势汹汹，本土商管龙头也集中“秀肌肉”。例如，越秀商管打造的ICC环贸天地于2021年国庆前亮相，这是天河北商圈时隔12年再迎全新商业综合体，各大品牌“争崩头”抢位，多家华南首店、广州首店扎堆进驻。

此外，张毅认为，广州得天独厚的交通枢纽优势，也是持续吸纳首店的重要因素。据统计，广州入境旅游人数（含港澳台居民）从2021年的164.77万人次增长至2023年的377.41万人次，规模在5个国际消费中心城市中排名第一。

文｜新快报记者 陆妍思
译｜ 赵凡
英文审校｜ 邹晓华