精準把握消費潮流,融入地域特色,創新(xin)高(gao)品質供給,提升(sheng)服(fu)務水平,推動首(shou)店經濟健康發(fa)展,不斷激發(fa)消費市場新(xin)活力
日前,“2023上(shang)海全(quan)球新(xin)品(pin)首(shou)發季”在(zai)上(shang)海張園正式啟動。在(zai)一個(ge)月時間里,上(shang)海累(lei)計舉辦320多個(ge)國內外品(pin)牌的(de)首(shou)發主題日活(huo)動,156家(jia)首(shou)店(dian)(dian)(dian)旗艦店(dian)(dian)(dian)落戶(hu)上(shang)海。在(zai)江(jiang)蘇(su)蘇(su)州金雞(ji)湖畔,“首(shou)”聚蘇(su)州、“購”享(xiang)全(quan)球2023蘇(su)州首(shou)店(dian)(dian)(dian)經(jing)濟發展大會舉行,米九(jiu)數(shu)字生(sheng)活(huo)體(ti)驗中心江(jiang)蘇(su)首(shou)店(dian)(dian)(dian)、特(te)步全(quan)國首(shou)家(jia)綜(zong)合(he)運動場景(jing)概念店(dian)(dian)(dian)等(deng)19家(jia)品(pin)牌首(shou)店(dian)(dian)(dian)將在(zai)蘇(su)州落地(di)……持續(xu)升溫(wen)的(de)首(shou)店(dian)(dian)(dian)經(jing)濟,成為各(ge)地(di)挖掘消(xiao)費潛力、激發市場活(huo)力的(de)新(xin)引擎。
所謂首(shou)店(dian),是指某一消(xiao)費品(pin)(pin)牌(pai)在特定區(qu)域開設的(de)(de)第一家店(dian),或是傳(chuan)統品(pin)(pin)牌(pai)通過創(chuang)新(xin)業態和模式形(xing)成的(de)(de)新(xin)店(dian)。現在,從全球(qiu)首(shou)店(dian)、區(qu)域首(shou)店(dian)、城市首(shou)店(dian)到創(chuang)新(xin)概念店(dian)、設計(ji)師品(pin)(pin)牌(pai)店(dian)等(deng),首(shou)店(dian)類(lei)型(xing)不斷豐富(fu),由此產生了通過吸引品(pin)(pin)牌(pai)首(shou)店(dian)拉動經濟增長的(de)(de)首(shou)店(dian)經濟。
首店(dian)(dian)經(jing)濟走紅(hong)的(de)(de)原因主(zhu)要是(shi)“新(xin)”。相(xiang)較于普通門店(dian)(dian),首店(dian)(dian)給消(xiao)費(fei)(fei)者帶來了新(xin)穎的(de)(de)消(xiao)費(fei)(fei)體驗、品牌認知和文化(hua)享受,不僅(jin)滿(man)足了人們多元(yuan)化(hua)的(de)(de)消(xiao)費(fei)(fei)需求,還以(yi)其稀缺性和新(xin)奇度,在引(yin)領和創造需求方面表現突(tu)出。眾多首店(dian)(dian)聚集形成規模化(hua)效應,不僅(jin)能(neng)帶動形成新(xin)的(de)(de)消(xiao)費(fei)(fei)增長(chang)點,還可以(yi)助(zhu)力(li)地區(qu)實現消(xiao)費(fei)(fei)結(jie)構轉型和城市形象功能(neng)提升(sheng)。
看中首(shou)(shou)店(dian)(dian)(dian)(dian)經(jing)(jing)濟(ji)(ji)潛力,多(duo)地發(fa)力支持(chi)首(shou)(shou)店(dian)(dian)(dian)(dian)經(jing)(jing)濟(ji)(ji)高質量發(fa)展(zhan)。北京提出,加大對(dui)時尚品(pin)牌首(shou)(shou)店(dian)(dian)(dian)(dian)、旗(qi)艦(jian)店(dian)(dian)(dian)(dian)、創(chuang)新概念店(dian)(dian)(dian)(dian)的(de)品(pin)牌方(fang)和引(yin)進方(fang),以及新品(pin)發(fa)布活動(dong)支持(chi)力度,爭取今(jin)年新增(zeng)品(pin)牌首(shou)(shou)店(dian)(dian)(dian)(dian)達到(dao)800家(jia)左右;上(shang)海表示(shi),支持(chi)打(da)造從新品(pin)發(fa)布到(dao)首(shou)(shou)店(dian)(dian)(dian)(dian)、總部的(de)經(jing)(jing)濟(ji)(ji)生態鏈;廣州(zhou)出臺(tai)實施促進首(shou)(shou)店(dian)(dian)(dian)(dian)經(jing)(jing)濟(ji)(ji)發(fa)展(zhan)專項政策(ce),對(dui)國內外知名品(pin)牌在(zai)廣州(zhou)設首(shou)(shou)店(dian)(dian)(dian)(dian)、旗(qi)艦(jian)店(dian)(dian)(dian)(dian)給予支持(chi)……在(zai)相關政策(ce)帶動(dong)下,首(shou)(shou)店(dian)(dian)(dian)(dian)經(jing)(jing)濟(ji)(ji)越來(lai)(lai)越熱。去年,四川成(cheng)都(dou)累計引(yin)入(ru)708家(jia)首(shou)(shou)店(dian)(dian)(dian)(dian)。今(jin)年前5個月,共有(you)403家(jia)品(pin)牌首(shou)(shou)店(dian)(dian)(dian)(dian)落地北京。在(zai)江(jiang)蘇(su)蘇(su)州(zhou),近4年來(lai)(lai)首(shou)(shou)店(dian)(dian)(dian)(dian)數增(zeng)長率達211.3%,首(shou)(shou)店(dian)(dian)(dian)(dian)業態更加多(duo)元,增(zeng)長趨勢(shi)愈發(fa)強勁。
也要看到,在有的(de)(de)(de)城(cheng)市(shi),一(yi)些首店(dian)開業(ye)時門(men)庭若市(shi),不久(jiu)便門(men)可羅雀(que)。究其原因,首店(dian)經濟(ji)(ji)是品(pin)牌(pai)和城(cheng)市(shi)的(de)(de)(de)雙向選擇,品(pin)牌(pai)選擇城(cheng)市(shi),看中的(de)(de)(de)是城(cheng)市(shi)的(de)(de)(de)商業(ye)活力、消(xiao)費潛力以及(ji)營商環境,而城(cheng)市(shi)引入首店(dian),也需要考察品(pin)牌(pai)的(de)(de)(de)定位是否與當地(di)的(de)(de)(de)消(xiao)費結構和文化(hua)(hua)內(nei)涵相匹(pi)配。只有品(pin)牌(pai)資源與城(cheng)市(shi)資源契合互補,才能(neng)有效轉化(hua)(hua)首店(dian)經濟(ji)(ji)帶來(lai)的(de)(de)(de)流量,實現持續健康(kang)發(fa)展。
要(yao)推(tui)動首(shou)店經(jing)濟(ji)可持續(xu)發展,在(zai)品質(zhi)和(he)特色(se)上下功夫(fu)。只有精準把握消(xiao)費潮流,融(rong)入地域特色(se),創(chuang)新(xin)高品質(zhi)供給,提升服(fu)務水平,才能推(tui)動首(shou)店經(jing)濟(ji)健(jian)康發展,不(bu)斷激發消(xiao)費市場新(xin)活力(li)。
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