Relying on the advantage of China's super large market, the first launch economy is becoming increasingly popular across the country, becoming the "locomotive" driving market consumption. What is the initial economy? The first launch economy refers to the first release of new products, new formats, new models, new services, and new technologies by enterprises. Recently, Li Gang, Director of the Market Operation and Consumption Promotion Department of the Ministry of Commerce, stated at a press conference of the State Council Information Office that these products and services have the characteristics of fashion, trendiness, and high quality, effectively meeting the diverse and high-quality needs of consumers. It's on fire! The strong momentum of first store development in Shanghai at the beginning of January coincided with Xiaohan, and the Bailian ZX Fun Center on the Nanjing Road Walkway was very popular - by the end of 2024, the cumulative passenger flow had exceeded 20 million person times, and the sales volume had exceeded 700 million yuan... The first stores and first launches of many leading brands have made this business body focusing on the dimensional culture become a holy place for Z-generation customers to punch in, helping "China's first commercial street" to glow with new vitality. Beijing Xidan Joy City, the first event of nearly 20 popular games and the first exhibition of the anime in 2024, will be performed here: the sales of "Zanmeng Lubi Flash Beijing First Stop" will be nearly 4 million, and the passenger flow of "Baokemeng Soft Party National First Stop" on the first day of opening will exceed 110000. At 2pm on January 7th, the new Chinese tea drink Tea'stone Changsha MixC store was already filled with the fragrance of tea. After opening the first store in Hunan, many 'old customers' who had experienced it in Wuhan and Chengdu came to check in, and it was even harder to find on weekends, "said store manager Li Dan. At 6pm that evening, outside the first branch of Domino's Pizza Chongqing, the queue for meals had already been over 200 meters long, and the pick-up shelves set up outside were fully packed... The new scene stimulated new consumption potential. In addition to the first store and exhibition, there are also well-known IPs that are equally popular. The Huaqiang Plaza in Bao'an, Shenzhen, which opened in September 2024, is the first "Boonie Bears" themed shopping center in China. As of December 31, 2024, it has attracted 5.26 million visitors. In Shanxi, relying on the popularity of the Chinese local game IP "Black Myth: Wukong", the cultural and tourism industry has experienced a "boom". When the maximum number of people entering the store in a day is over 8000, many times the store is crowded with customers, "said Kong Xiangquan, the manager of the" Jinli City Reception Hall "cultural and creative store on Zhonglou Street in Yingze District, Taiyuan City. As an important driving force for promoting the growth of new market supply, the initial economy has attracted much attention. Among them, high-tech enterprises, as a driving force for industrial upgrading and technological innovation, have become beneficiaries of the initial economic development. Roche Pharmaceuticals, the first multinational pharmaceutical company to settle in Shanghai 31 years ago, has continuously launched new products in recent years, investing heavily to build Roche Shanghai Innovation Center and Roche China Accelerator; In April 2024, due to its optimistic outlook on the development prospects of Hainan Free Trade Port, Germany's Karch chose to "increase its warehouse" in Hainan; In November 2024, the 7th China International Import Expo showcased over 100 global debuts, 40 Asian debuts, and over 200 Chinese debuts, presenting a fascinating exhibition feast for the audience. According to Lai Yang, a member of the Expert Committee of the China Chamber of Commerce and the Executive Vice President of the Beijing Business Economics Association, the debut economy is currently a high-frequency hotspot and innovation focus in the consumer field, with strong attraction and driving force from both the consumer and supply sides. "Developing the debut economy, in line with the upgrading trend of China's consumer market, has broad prospects! In 2020, the National Development and Reform Commission and other departments jointly issued the "Implementation Opinions on Promoting Consumption Expansion, Quality Improvement, and Accelerating the Formation of a Strong Domestic Market", and proposed to support central cities in strengthening the "first store economy" and "first launch economy"; In December 2024, the Ministry of Commerce and seven other departments jointly issued the "Implementation Plan for Retail Industry Innovation and Enhancement Project", which deployed measures such as "developing the first economy" and "supporting first stores, exhibitions, and shows". Reporters have found that in recent years, multiple cities have successively issued relevant policies to support the development of the first store and first launch economy. In January 2024, Chongqing issued the "Several Measures to Support the Development of First Store Economy" to encourage the development of first store economy and comprehensively enhance the internationalization level of Chongqing's consumption; In April, Beijing released "Several Measures to Promote High Quality Development of First Store First Launch Economy", which optimized and adjusted comprehensive policies and financial support; In May, seven departments in Shanghai jointly issued the "Several Measures to Further Promote the High Quality Development of Shanghai's First Launch Economy", proposing to continue to promote the "First Launch Shanghai" brand and build Shanghai into a gathering ground for domestic and foreign brands' first launches, first shows, first exhibitions, and first stores... Many cities such as Shenzhen, Chengdu, Hangzhou, Nanjing, and Suzhou have also introduced policies to continuously "increase" the first launch economy. Thanks to this, the first-time economy in various regions is generating strong momentum: by 2024, a total of 960 first stores will be established in Beijing; In 2024, there will be over 800 newly established stores in Chengdu, with over 100 debut exhibitions and events, making it the "first store and city in central and western China"; From 2023 to 2024, Nanjing will introduce 680 first stores of various types, including 3 global first stores, 1 Asian first store, 32 Chinese first stores, and 30 East China first stores; From January to November 2024, Shanghai will add 1173 new first stores and 13 new global and Asian first stores; In 2024, with the support of the "four economic engines" of regional first store, industry first brand, brand debut, and new product launch, Nanchang successfully entered the pilot city of modern commercial circulation system... The first launch economy has blossomed in multiple locations across the country, promoting the two-way travel between brands and cities. These cities have a huge consumer market and mature consumer culture, providing a vast market space for brands launching their economy. The development of the first tier economy can not only enhance the consumer attractiveness and competitiveness of cities, but also drive the cross regional development of related industries and promote the coordinated development of regional economies Professor Zhong Ninghua, Vice Dean of the School of Economics and Management and Head of the Department of Economics and Finance at Tongji University, said. Challenge! How to unleash the economic charm of the first release? The Third Plenum of the 20th Central Committee of the Communist Party of China proposed to "actively promote the development of the first tier economy". The Central Economic Work Conference held in December 2024 proposed to actively develop the primary economy, ice and snow economy, and silver economy. Consumption is the ultimate demand and the enduring driving force of economic growth. Many brands have tasted the sweetness in their debut stores. How to further promote the development of the first tier economy in the future? In the interview, industry insiders generally believe that under the background of expanding domestic demand and promoting consumption, the initial economy will continue to be hot; At the same time, various regions still face some challenges in the development process, among which how to accurately reach and fully unleash the unique charm of the first launch economy is of utmost importance. The essence of launching is innovation, it is a test of consumer demand, which can quickly understand the market and adjust subsequent market strategies in a timely manner Zhang Yi, General Manager of the Development Center of the Dimension Business Development Platform of Bailian Shares, said. Zhu Min, Director of the Shanghai Municipal Commission of Commerce, believes that in order for brands and cities to achieve a win-win situation, it is necessary to strengthen the chain development thinking, improve brand adaptability, market visibility, and service convenience. "We should not only fully tap into the long tail effect of the first launch and first store, but also pay attention to the sustained operation after the first launch." "The first launch economy reflects the level of consumer prosperity and the improvement of the business environment in a city. Therefore, city first stores with distinct regional characteristics and integrated urban cultural elements can better stimulate consumers' consumption enthusiasm and stimulate differentiated development of urban consumption," said Lai Yang. At the local and provincial two sessions in 2025, the economy will become a hot topic of discussion. In the work reports of local governments, Beijing proposed to actively develop the primary economy, ice and snow economy, and silver economy; Guangdong has proposed to introduce more first-time stores, debuts, and exhibitions... In addition, many places such as Shanghai, Hainan, and Guizhou have also made efforts around the first-time economy and launched practical measures. Focusing on the future, actively integrating into the market, deeply connecting with demand, striving to amplify brand characteristics, leading consumption to improve quality and advance... Moving towards the "new", improving "quality" and thriving, this is the rightful meaning of fully unleashing the charm of the first launch. (New Society)