In Liandu district of Lishui, Zhejiang province, 37 first stores are reshaping local consumer habits. Brands like Cha of Yulian and Haidilao Hot Pot consistently attract crowds, while Hema Fresh maintains steady demand for its integrated shopping and dining experience.

Consumers shop at the first Hema Fresh in Lishui, Zhejiang province. [Photo/Tide News]

The "first-store economy" is driving dynamic changes in the city. Consumers are increasingly prioritizing quality and experience over lower prices, as seen at the popular Hema Fresh.

This supermarket combines e-commerce, in-store dining, and instant delivery, reconstructing retail value. Its shelves also feature local Lishui agricultural products, promoting a mutually beneficial exchange.

The economic impact is significant. During the recent National Day and Mid-Autumn Festival holiday, Yintai Shopping Mall, a hub for these new brands, reported a 24 percent year-on-year sales increase, reaching 31.53 million yuan ($4.43 million). These first stores have collectively attracted nearly 100,000 additional consumers.

Lishui's Jinyun shaobing — a kind of bucket baked roll — goes global. [Photo/Tide News]

Simultaneously, Lishui is helping its own brands expand globally. Down coat brand Eral from Lishui opened a boutique in Paris in December 2023, and Jinyun shaobing — a kind of bucket baked roll — has reached 16 countries and regions.

This two-way flow — introducing international brands while nurturing local ones for overseas expansion — creates a complete cycle. Supported by government policies, this strategy leverages commercial openness to drive broader industrial upgrading across the city.