|

A growing number of renowned brands are opening their first Shaoxing stores in Yuecheng district, fueling a shift in local consumer habits and boosting the city's retail profile.

Consumers shop at the first Sam's Club in Shaoxing, Zhejiang province. [Photo provided to Tide News]

Yuecheng has emerged as a magnet for first-store launches. Of the 2024 “popular and trendy” first stores listed by the Shaoxing municipal commerce bureau, 25 were located in Yuecheng, spanning sectors such as dining, beauty, anime culture, and luxury retail.

Thanks to the first-store economy, Yuecheng reported 16.4 billion yuan ($2.28 billion) in total retail sales of consumer goods in the first quarter of 2025 — a 9.2 percent year-on-year increase and the highest growth rate citywide.

According to Yuecheng's commerce bureau, first-store openings not only attract new visitors but also stimulate additional consumer spending. The trend is also seen as enhancing the city's identity and visibility.

Shaoxing University associate professor Luo Changhan said that brands should prioritize sustainable operations, tailor offerings to local preferences, and focus on product differentiation. He also suggested that governments offer green channels and incentives to encourage innovation and first-store development.