The exciting first store, with the power of rebound, is running away.

According to statistics of Win Business Cloud think tank, in 2020, 177 1 the first brand store captured 455 shopping centers and independent department stores in 24 cities across the country. More than 70% of them started their businesses in the second half of the year, and nearly 400 companies swarmed in June 5438+February.

The craze for the first store rose instead of falling. Shopping center, the competition is constant. Who won the first prize in this round of "shoplifting war"? What signals did the first batch of shopkeepers who carefully calculated the layout "Raiders" release? Why does it turn red after highlights?

First, the North, Guangzhou and Shenzhen have taken over 64% of the first stores in the country, and Wuhan and Hangzhou have "caught up".

1, Shanghai and Shenzhen are leading, and the first store in China has a firm foothold in first-tier cities.

The first store of "Magic Capital" is full of "magic". In 2020, there will be more than 200 first stores in 85 shopping centers, including 36 first stores in China. It is not surprising that Shanghai has become the "first store harvest city" because of the assembly of high-quality projects and the outbreak of commercial trends. The arrival of the first store has enhanced the vitality and brand richness of Shanghai's business.

Shenzhen is close behind. Although the number of first stores in China is not as large as that in Beishangguang, it has become the first choice for brand stores in South China. Popular BA Accessories Bureau, ACC Super Accessories, Mercedes-Benz me Store, one-stop trendy new living space of "catering+car culture", the first store in South China.

From the first store level, among the first stores of 177 1 brand, China's first store accounts for 16%, which is about 290 * * *, and Beishangguangshen has taken over 64% of them.

Shanghai has gathered a large number of China's first high-end clothing and beauty shops. For example, kilian, a high-end fragrance brand owned by Estee Lauder, opened its first store in China in Shanghai IFC, XLARGE, an American street fashion brand, and Marionnaud Paris, a French beauty giant, settled in hang lung plaza.

Local emerging brands favor Guangzhou, and the style of "eating in Guangzhou" attracts high-value vegetarian restaurant iDAMA and Cui Hua Experience Store. The "Guo Chao pickled fish" here is neither too hot nor too cold, playing with retro Hong Kong style; At the same time, emerging domestic beauty products have appeared frequently, such as H.E.A.T Hi-burning and Abby's Choice "group" stationed in Guangzhou Jiazheng Square.

In Beijing, Taikooli in Sanlitun is still the most popular trend shrine in China-fashion brand Swedish salon perfume Beredo, Japanese high-end sports brand Desente BLAN and local network celebrity aromatherapy brand Guanxia are the first stores.

2. The "sinking of the first store" is unstoppable, and the second-tier cities of online celebrities have become a fragrant cake.

The number of first stores in Wuhan and Hangzhou "overtook" Guangzhou and Beijing, and the number of newly opened stores in Xi 'an, Foshan, Nanchang, Xiamen, Tianjin, Chongqing, Zhengzhou and Chengdu all exceeded 60 in 2020. The absorption of the first store in second-tier cities can be seen.

According to the statistics of Yingshangyun think tank, in 2020, the proportion of first stores in second-tier cities increased from 3 1.93% in the previous year to 35.7 1%.

Last year, "Double 12" and Wuhan K 1 1 opened, and the lineup of over 30 first-time stores attracted people's attention. Big-name beauty cosmetics are attractive, such as the new Chanel perfume and beauty store, LANC? Milan brand image shop, EST? E LAUDER Estee Lauder's latest national image shop.

In 2020, Hangzhou Lakeside Yintai in77 staged a drama of adjustment and reform, and became the "No.1 Harvester" in Hangzhou, introducing AlexanderWang Zhejiang No.1 Store, OFF-WHITE Zhejiang No.1 Store and Lego Global Brand Flagship Store.

In the increasingly saturated first-tier cities, heavy new projects in the core business district are particularly scarce, and the incremental market of the first store flowing to the second-tier cities is unstoppable. According to incomplete statistics, 69 new projects will enter the market in Chongqing in 20021year, with an incremental area of 67 1 10,000, and more than 30 shopping centers will be opened in Chengdu and Foshan respectively.

At the same time, this wave of "sinking" trend has also flowed to the regional business circle. The proportion of regional business districts in the brand location of the first store rose to 38.78%, and the catering industry was active, which highlighted the advantages of high coverage and high stickiness of such business districts to surrounding customers.

3. Who will consume the new "first store harvester"?

Wuhan K 1 1 brought the first store of 30+ to the scene. With the continuous strong absorption of the first store by Wuhan International Plaza Shopping Center, the Wuhan-Guangzhou business circle is once again hot. With the commercial charm of taikoo hui, Jiazheng Plaza, Parc Central in Tian Huan and other projects, Guangzhou Tianhe Road Business Circle has also become a new "first store harvest business circle".

In terms of shopping centers, in the third year of its opening, Shenzhen Vientiane Tiandi moved frequently, introducing a number of first stores to further create the image of "hipster gathering place"; Wuxi Dong Xi Yaohan opened in June 5438+February, 2020, and it is the largest single shopping center in Wuxi. It introduced many beauty salons and restaurants, and Wuxi's business further developed.

Look at the first store from two or three angles. Has the wind changed?

1, which formats of the first store are "interesting"?

International fashion brands bet on the rise of China market and trendy domestic brands, with the first retail store being the most active, accounting for 46.91%; The first restaurant in the restaurant warmed up slightly.

(1) Retail: Fashion and high-quality clothing, with beauty products leading the way.

The mask is difficult to pick, but it can't stop the strong expansion of beauty. Last year, nearly 180 first beauty shops flooded into the shopping center.

On the one hand, international brands have accelerated their penetration into the China market, and Burberry Beauty, Elizabeth, Gucci Beauty, Lancome, NARS, Shu Uemura and Tom Ford have become the first stores of generate; On the other hand, domestic emerging beauty products are racing around, and brands such as Haydn Black Hole and Abby's Choice 14 are on the scene. H.E.A.T likes to burn, and the colorist and the perfect diary frequently "brush their faces" everywhere.

In addition, IP stations, x 1 1 and other IP theme stores that are deeply loved by hipsters are also coming out quickly; Under the "fast fashion" of jewelry, local jewelry brands such as ME+, ZEGL and Onion Warehouse make money offline.

(2) Catering: Chinese food is still a "mobile phone", and casual dining is not limited.

The mode is light and the expansion is fast. After the epidemic, the expansion of Chinese simple (fast) meals is not limited, and the first shops of exquisite Sichuan cuisine, Cantonese cuisine and tea restaurants are overweight.

At the same time, the first shop of leisure dining track with frequent "network celebrities" is not closed, and new players enter the game, such as French coffee cafékitsué, yohji yamamoto's Y's coffee, wagas's UNO coffee by wagas, and %Arabica, elephant grounds, Peet's Coffee, Tim Hortons, Banxiandoufu, Fujian Taoshan, etc. These have been recognized by the market.

(3) Children's parent-child: the niche brand circle powder, the education rookie is growing.

Amusement and retail are still the key formats of children's parent-child first store, and new models are constantly emerging. For example, the first store of Kalidike Fantasy Academy opened in Shanghai Yulan Square, with the theme of "Caring for Bears" animation IP; Beizong Family Experience Center, the first store in China, settled in Nanfeng City, Hongqiao, Shanghai, focusing on the theme of space science and technology.

Minority and high-end children's retail brands are gradually sought after by "picky" parents, such as La Millou from Poland, Mikihouse from Japan, BONPOINT from France, etc., which have successively entered many cities.

(4) Recreation and sports: Night economy attracts new entertainment players, and bookstores are "nirvana".

At night, the economy is prevalent, and entertainment and leisure formats such as bars, KTV, and secret room escape are actively laid out in Store 1. OOKI DOKI drove into COCO park in Futian, Shenzhen, and moved the American laundry into the bar. Sur Beer China's first flagship experience store is located in the eat n workspace of Shanghai Zheng Da Plaza, and the outdoor terrace can see the night view of Pujiang; The immersive interactive script of Yuesheng Hotel was completed in Shanghai BFC Bund Financial Center to create a luxurious brain-burning experience.

The proportion of the first store in cultural and artistic formats has increased, and bookstores that integrate lifestyle concepts are rejuvenating. Understand Shanghai Bund BFC Bund Financial Center to create a "cultural+social" gathering place; The documentary "But There are Books" turned into a bookstore and entered Shanghai Jing 'an Joy City, connecting 12 containers to form an immersive reading space.

(5) Life service: Pet shops and photo studios are particularly active.

The new photo studio represented by Haima and Innocent Blue has gradually become the mainstream, and new players on the track are actively entering the game. Lin Xiansen's photography has accelerated the pace of expansion in more than ten stores; MERRY COLOR integrates wedding photography, photo and micro-movies; The once popular childhood photo stickers have made a comeback, and the self-service photography hall of life joys and sorrows has become a new online celebrity.

Business opportunities for pets continue. On the one hand, it provides diversified services for the "shovel officer", such as the first smart store of the pet family stationed in Zone B of Nanjing Golden Eagle Hubin Tiandi; On the other hand, it provides an offline "cat sanctuary" for pet lovers who "suck cats in the cloud". Nice to meet you. U loves to play with cute rabbits, and has opened its first store in Shanghai and Xi 'an. CATTING cat living room and cat cafe have created a blue and fat theme space.

2. At the time of the national tide, the first local store was in the upper position.

With the popularity of the new country, consumers' recognition of local brands continues to rise. In 2020, 765,438+0% of the first stores in the sample were local brands, higher than 2065,438+09 (66%), and the proportion of local brands in the first stores in China also increased by 6%.

3, different, just enough tide! Concept stores and flagship stores frequently appear.

In addition to the emergence of new brands, there are more and more first stores in the form of brand innovation stores. The first store in 2020, concept stores, flagship stores and theme stores of non-standard stores emerge one after another, bringing differentiated competitiveness to shopping centers. For example, Cabbeen opened a design bank concept store in Yicheng, Shenzhen, and played a "trend business"; LLJ clip machine settled in NAMCO joint store, settled in Beijing Huiju Xihongmen Shopping Center, and integrated into the original Japanese culture; Haima Studio has opened the SHOPLAB Art Space in Wuhan K 1 1, which has undergone a brand-new visual upgrade and increased the surrounding retail experience.

Third, the conclusion

The first batch of shops that left are still looking for the next place to enter. When they can become the "standard" in the publicity materials of cities, projects and brands, how can the first store become popular except for the shrinking scarcity?

On the one hand, they need to know clearly "Who am I?" "Why do I exist?" Is it for the brand to build momentum and brush popularity? Or do you really want to see the scale effect after expansion?

On the other hand, in the name of "the first store", it is only the first step to stir up a thousand waves in a short period of time. Rewarding consumers requires them to create sustainable enthusiasm. The key lies in the brand's operational ability-how to build a magical store? How to make the brand remember?