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A number of new stores and new consumption formats and models have landed in Nanjing. On the evening of January 19, the Nanjing Four Seasons New Year Consumption Season First Launch Economy Special Event was held at the New City Plaza in Gulou District, and 13 key first launch economy projects were signed on the spot.
At present, the initial public offering economy is injecting new vitality into economic development and playing an important role in invigorating the market atmosphere, building market brands, and promoting consumption growth. At the beginning of 2025, Nanjing will focus on the word “first” and seek “new” development, continuously promote the initial public offering economy, and create new growth points for consumption.
A number of projects were signed on site, with Nanjing becoming the first “new hot spot”
At the event, 13 key projects of the first-launch economy were officially signed. These projects include a number of heavyweight first stores such as the NORHOR Home Jiangsu flagship store, the first A Coffee store in East China, and the Crab Manwai Jiangsu Black Gold store, as well as a number of new models and new formats such as the first launch of China Mobile’s digital brand “Nearby Good Life” and Mando Lefuli’s new introduction of the Hema NB Community Neighborhood Commercial Store, demonstrating Nanjing’s active exploration and innovation in the first-launch economy.
At the beginning of the new year, a batch of first launches have landed. What is the attraction of Nanjing?
Policy support provides magnetic attraction. As early as 2019, Nanjing introduced policy measures to promote the development of first stores of commercial brands for the first time, vigorously developed first stores of commercial brands, and implemented first store policy funds of more than 10 million yuan in three years; last year, Nanjing took the lead in the country to hold a first-store economic development conference, and was defined by industry organizations as a pioneer city of first-store economy led by innovation.
The gathering of high-level first stores has become a “barometer”. From 2022 to date, Nanjing has introduced nearly 1,000 first stores of various brands, including 4 global first stores and 3 Asian first stores. More than 100 well-known overseas brands have opened stores in Nanjing for the first time, and the city has gathered more than 95% of the world’s first-line brands. A number of high-level first stores have landed in Nanjing and grown and become a weather vane for the landing of the first-launch economy in Nanjing.
The profound heritage lays the foundation for development. Nanjing actively explores its own historical and cultural heritage and innovative temperament, and promotes the integrated development of commerce, culture, tourism, sports and health. A number of immersive performances such as “Jinling Digital Art Exhibition”, “Dream of Red Mansions” and “Nanjing Wedding” have swept social networks, and the first stop of the AlphaGo global tour has landed. At the same time, it promotes the innovative development of local enterprises. There are more than 2,000 brand stores of various types in the city, and a number of local characteristic brands such as Luxi River, Ma Wuwang, Xijie Fried String skewers, and Yangying’s Fire Pond are accelerating their popularity.
New faces and new ways of playing are unveiled for the first time, activating new consumption potential
The upcoming community commercial Mandu Love will introduce the Hema NB community neighborhood store, bringing more affordable and cost-effective products; Xinian Peanut Tang will introduce Aqara home smart home to provide consumers with a full range of digital home solutions; 19 Doors Art Space will create a multi-dimensional space integrating social, cultural, exhibitions, and performing arts… The reporter noticed that in the newly signed projects, the “new faces” and “new ways of playing” are refreshing.
“Summoning Flying Art Space is a community activity space that integrates public literary and artistic activities, artist clusters, and youth communities. We are committed to creating a new youth creative life platform, a literary and artistic life network platform, and an aesthetic practice community.” Yang Yong, the founder of Summoning Flying Art Space, introduced that their studio is located in Xinianhua Tang, Gulou District. The studio has musicians, poets, freelance writers, photographers, designers, etc., and will promote the integration and mutual promotion of commercial culture through performances such as music and poetry, bringing consumers a new consumption experience, while also empowering the commercial complex to attract traffic.
As an emerging economic model, the initial public offering economy not only further taps into the unlimited potential of the consumer market, but also helps companies strengthen innovation by constantly “bringing forth the old from the old”, and drives industrial innovation and upgrading by introducing innovative elements such as new technologies, new services, and new business formats.
“Focusing on the new track of pet economy and pet e-commerce and the new growth point of service consumption, we have created the ‘Best Health·Tiger Leap’ pet e-commerce supply chain product selection platform, making good use of big data, gaining insight into consumer preferences, and grasping market rules in advance to achieve pre-emptive and precise product selection, thereby reducing costs and increasing efficiency for retail stores.” Zhao Chenglong, deputy general manager of Nanjing Hanxing Information Technology Co., Ltd., introduced that this year the company launched the Best Health·Tiger Leap brand for the first time. The new pet prescription canned food launched on January 1 has sold 50,000 cans in half a month.
The event also held the first launch of China Mobile’s digital brand “Huanwei Haoshenghuo”. In addition, Suning Bangke built a one-stop community service window for multi-functional housekeeping consumption; Luzhou Laojiao built a digital consumption platform for Guojiaohui dining wine, and other projects were signed on the spot. The diversified model provides new ideas and practical cases for the integration of digital services and urban communities.
More carriers and scenarios are launched to open up new space for consumption growth
The first-issue economy is characterized by its “first” and its essence is “new”. The reporter learned that in 2025, a number of new commercial carriers will open in Nanjing, bringing new consumer supply.
Nanjing China World Trade Center, located on the shore of Xuanwu Lake, plans to be fully operational this year. “At present, our street block has been opened, providing a social place for young people at all times, introducing all-time catering, art home, and life facilities, creating fitness centers, coffee handmade, comic pet parks and other characteristic self-operated formats. Our investment promotion also prefers the first-launch economy. One restaurant’s first store has achieved sales of 3 million yuan in less than a month. The first store has a very obvious effect on customer flow and sales.” Yang Yifan, planning manager of Nanjing China World Trade Center, introduced that the shopping center will be open in the third quarter of this year, bringing together famous brand retail, high-end catering and technology experience stores, etc., and will also launch unique two-dimensional space, roof garden, China World Trade Paradise and other highlight spaces.
It is understood that Jinling Central located in Xinjiekou is also expected to open this year; JD MALL located in the southern new city of Zhonghua City has started trial operation; Jinling Changlefang on Changle Road will create a cultural, commercial and tourism complex with the theme of Ming Dynasty culture, which is expected to open this summer. These new commercial carriers will flourish and will further enrich Nanjing’s consumption scenes and open up new space for consumption growth.
In addition, a number of old commercial entities in Nanjing have also entered the “renewal period”. Taking the New City Plaza, the venue of this event, as an example, the southern extension area of the underground first floor of the first phase of the mall has just been renovated and upgraded this month, adding Nanjing’s first store brands such as Xiaojuxiang, Huoyouyou, SH4KE, Rongye, and Du Ke Handmade, as well as the first new image store of MINISO, and more than 20 catering and trendy theme stores such as Fen Xiaozhu and Daxing Gaotuan. It is reported that the second phase is expected to open at the end of this year, which will highlight fashion trends, add high-end flagship stores, outdoor trendy brands, and lifestyle brands to attract young customers and create another new landmark for fashion consumption in Nanjing.
