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A restaurant opens in Shaoxing, Zhejiang province. [Photo provided by the municipal commerce bureau of Shaoxing]

Shaoxing in East China's Zhejiang province is embracing the retail frontier with a surge of first-time brand entries in 2024.

The city recently released a list of 34 new "first stores" — debut outlets from trend-driven names in food, fashion, and lifestyle.

In today's China, a first store often doubles as a place to test ideas, spark buzz, and hook attention on social media. Shaoxing has seen nearly 200 such launches since the beginning of 2024.

First-store economy refers to a model in which various regions leverage their unique resources to attract domestic and international brands to open their first stores there.

It is seen as a major element in the debut economy, a consumption model where brands unveil new products or services to attract consumers and drive purchasing behavior.

By clustering these stores through favorable policies and services, this economic model aims to foster business innovation, promote consumption upgrades and push local economic growth.

Currently, first stores have become one of the most significant channels for generating substantial foot traffic and empowering commercial complexes.

Shaoxing leads Zhejiang in urban income, with residents earning an average 83,579 yuan ($11,534) this year, ahead of both Hangzhou and Ningbo. Retail sales topped 300.8 billion yuan, up 6.7 percent, making it the second fastest-growing consumer market in the province.

According to the municipal commerce bureau, Shaoxing plans to scale up — drawing more first stores, clustering them into specialty zones, and reshaping the city's retail landscape with new consumer experiences.