Owing to its robust economy and consumption, Shenzhen has historically been the preferred location for many foreign brands entering Guangdong, south China, and the broader Chinese mainland.

The city government continues to prioritize attracting big brands to open their first shops in Shenzhen. In the first half of this year alone, a diverse array of brands launched 121 first shops in the city. Notably, 40 of these were their maiden stores in the country, and 42 were the first in south China, which represents an increase of 25% and 10.5%, respectively, compared to the same period last year.

Of these 121 stores, 38 are owned by international brands, with three from the dining sector and two from the hospitality industry.

The majority of these establishments are located in prime areas: the central business district of Futian, Houhai in Nanshan district, Caiwuwei in Luohu district, the international business hub of Longhua district, and the central business zone of Baoan district.

The Shenzhen municipal government, which regards flagship stores as an important booster for the growth of the economy and consumption, started highlighting the importance of the “first-shop” economy in 2020. Last year, 321 brands opened their first shops of various levels in Shenzhen, up 18.8% year on year.