01 What is the first economy
A few days ago, the "big dream - red building" immersive exhibition space in Jiangning Weaving Museum opened, attracting many red science enthusiasts to card. With the pile of new first store, first exhibition, first show into the public's field of vision, there is also the debut of the economy of this hot topic.
The Decision of the Third Plenary Session of the Twentieth Central Committee of the CPC puts forward: "Improve the long-term mechanism for expanding consumption, reduce restrictive measures, reasonably increase public consumption, and actively promote the first-store economy." Compared with the more familiar first store economy, the first economy has a new expansion in connotation and vision.
Premiere economy refers to the general term for the economic activities of domestic and foreign brands to release their latest products for the first time in a certain region, launch new formats and modes, and open their first stores, which covers the whole process of chain development of enterprises from the first release of their products and services, the first exhibition, to the first landing and opening of stores, the first establishment of research and development centers, and the establishment of the enterprise's headquarter.The premiere economy comes with the attributes of fashion, quality, hipness and scarcity, which have a unique appeal to consumers, especially young people.
As the key to new consumption, new scenarios and new businesses, the premiere economy is also a new highlight reflecting the fashionability and commercial vitality of a city, a region and a commercial body.
When it comes to high-end commerce, Deji Plaza is undoubtedly an inescapable presence. As one of the pioneers of commercial complexes in Nanjing and even the whole country, Deji Plaza has already formed a premiere economic ecosystem integrating new product releases, displays and transactions.
After half a year of trial operation, the much-anticipated Nanjing IFC mall was officially opened not long ago, with more than 50 brands first stationed in Nanjing to open their first stores, 30% of the brands in the mall were stationed in Nanjing for the first time, and the debut of the first store led to an iterative upgrading of the consumer scene and the business district map.
Since its opening, Nanjing Vientiane has been attracting the first stores of various sports flagship brands, and recently, it has taken advantage of the fashionable sports wave of the Paris Olympics to present a new exhibition field of "characteristic commercial space + urban sports scene + outdoor functional brands".
Not long ago, a mysterious train named Out of the Zoo, carrying "local ambassadors" wild boar, cute "scribbling puppies", "Yangtze River Smile" porpoise sailed into the Nanjing Hongyang Square. This is the first exhibition of the zoo theme flash store in Nanjing, attracting a large number of cute pet lovers to come to take pictures, make friends and interact.
The immersive exhibition space of "The Great Dream - Red Mansion". Source: Museum Nanjing02 Turning First-Time Traffic into Retention
The flourishing development of the premiere economy is not only an important reflection of the commercial vitality, innovation ability, brand image and openness of cities and regions, but also increasingly becomes a traffic code to promote the quality and expansion of consumption. At a time when people are more willing to spend money on quality consumption, tasting consumption, happy consumption and other emerging consumption, the effective release of consumption potential must be responsive to new changes in demand.
These novelty, interesting consumer scenes, is surging the consumer market "a pool of spring water":Azure technology world's first artificial intelligence robot dog experience store in Deji Plaza "open cabin", will also open the global tour; "Jinling map digital art exhibition" first "into the painting to follow" the interactive Viewing mode, allowing the audience to travel through the Song Dynasty; the use of naked eye 3D and other technologies to create a holographic light and shadow of Xuanwu Lake in Nanjing, unlocking a new experience of night tour of the Jinling Mountains; late September in the Guangluolop LED Movie Park will soon open, the world's first fully translucent 20-meter LED giant screen hall, will bring consumers a more top-notch audio-visual enjoyment ......
5G, big data, cloud computing, VR experience, light and shadow interpretation and other technologies are widely used in Nanjing, which constantly brings new experiences for consumers and makes willing consumption and happy consumption blossom.
From the consumers' point of view, the charm of the premiere economy lies in the word "first", and the brand-new consumption experience satisfies the consumers' pursuit of new things and quality of life; from the brand's point of view, the premiere economy implies a newer and better-quality commercial space, which promotes the upgrading of the market competition and accelerates the upgrading of the products; from the city's point of view, the new faces of the brands are coming here in droves. From the perspective of the city, the arrival of new brand faces not only brings visible customer flow, but also becomes a new force and new endorsement of the high-quality development of the regional economy.
Source: Nanjing Consumption Release
03 Perpetuating the First Flower in Broken Circles and Iterations
Under the new wave of consumption, telling a good story of the premiere economy requires not only the help of new forms and technologies, but also a long-term perspective and deep intention.
The attraction of the first economy lies in the word "first", but the word "first" cannot be used once and for all.Many cities are not short of premiere brands, but lack the best that can continue to maintain good operations and change from net red to long red. Some first stores have serious homogenized competition, and there is even a lack of mixed pseudo-first stores and trademark stores, which harms the entire city's commercial brand. Even if the first store is a hit, if it is unable to continue to innovate, it may be short-lived and difficult to realize the key leap from a Netflix hot spot to a consumer leader.
Further amplifying the debut effect and creating an ecological chain from new product release to the first store and headquarters is the target pursuit of promoting the debut economy.Since Nanjing issued the Several Measures on Promoting the Development of the First Store Economy, it has benefited 52 first store projects, significantly accelerating the first store agglomeration. Nanjing has also taken the lead in the province by issuing the Implementation Plan for Promoting Large-scale Equipment Renewal and Consumer Goods Trade-in, the Measures for Optimizing Business Environment, etc., in an attempt to create a friendly environment for the development of the first-store economy.
As a mega-city in Yangtze River Delta and the capital city of Jiangsu Province, Nanjing has a well-developed trade and circulation industry, a good market foundation, and the attraction and radiation power of the consumer market is increasing, and the development advantages accumulated under the convergence of the first stores provide fertile soil for the development of the premiere economy. As a powerful force in economic and social development, the significance of the premiere economy lies not only in consumption, but also leads the new direction of industrial innovation and upgrading.
Photo by Gu Shurong
Tomorrow, the 2024 China (Nanjing) first economic development conference and the "first Jinling" master brand promotion will be held.We expect more first stores, first shows, first performances, first races and first exhibitions to land in Nanjing, leading consumption upgrading with the premiere economy, and bringing more surprises to this city with deep historical and cultural heritage.
