The global pandemic in 2020 has not dampened the enthusiasm among international brands to settle in Beijing. According to the China Office and Business Park Tenant Profile 2019 Beijing released recently by CBRE Group, a total of 31 first flagship stores from international brands chose to settle in Beijing in 2020. Among the brands that came to Beijing, catering businesses accounted for 32% of the total. Overall, the figures are seen as the direct result of 'first store economy' related policies.

At the end of last year, Manchester United's first entertainment center, "Theatre of Dreams," was unveiled in Beijing Fun, south of Tiananmen Square in Beijing. The three-floor, 3,800-square-meter center is made up of an experience center with rich, immersive interactive games that allow every visitor to understand the fun of football, as well as the world's largest Manchester United franchise store, where consumers can buy genuine Manchester United accessories without going abroad.

Last year, major commercial districts in Beijing adjusted their business formats and focused on introducing new brands' first stores. The measures have not only brought fresh experiences to consumers but also promoted the recovery of brick-and-mortar businesses.

The trendy shopping district of Sanlitun also ushered in new changes. Apple opened its massive new flagship store here in July last year, while in August, New York's popular burger brand Shake Shack opened nearby. Meanwhile, niche fragrance brands Kilian, Maison Boucheron, and Tiffany announced the opening of their new boutique stores at Beijing SKP. 

Beijing has put forwarded many pro-consumption measures to further boost market vitality. In September 2020, Beijing's Municipal Bureau of Commerce updated measures to encourage brands to set up their first flagship stores in the capital, under which international brands can receive rent and decoration subsidies.

Zhao Zhiwei, director of CBRE North China Advisory and Transaction Services Commercial Department, said that themed activities, rich interactive experiences, and increasingly diversified and segmented brands' first stores have become a main source of growth for the retail industry. Finally, the upcoming opening of Universal Studios Beijing and next year's 2022 Winter Olympics are providing multiple themes and inspirations for Beijing's commercial brands.

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