A shopping mall in Wenzhou is spruced up with Valentine's Day decorations. [Photo/WeChat account: luchengfabu]
The consumer market is really heating up in port and industrial city Wenzhou with 24 provincial- and city-level brand first stores launching across the metropolis in the first half of 2025.
Iconic international names like Disney, Cartier, InterContinental Hotels and Barbour are among those establishing their presence there, according to the city's commerce bureau.
Notable debuts include Disney's first pop-up outlet in Zhejiang on Jan 1 and Cartier's first watch store in Wenzhou, which opened on April 1 at Binjiang MixC shopping mall. Of the 24 brands, 14 have already opened, with the rest to follow soon.
These first stores span industries such as hospitality, dining and retailing – enhancing Wenzhou's consumption quality and boosting its city brand. Seven of them are provincial-level firsts or debut exhibitions.
What's more, Wenzhou has introduced generous incentives to attract top brands. International labels opening their first stores in Wenzhou may receive grants of up to 300,000 yuan ($41,004), while successful referrers and agencies can earn bonuses up to 250,000 yuan per brand.
In 2024, Wenzhou welcomed 110 new brand first stores, including Xiaomi Auto and Sam's Club. Local brands are also joining in; the 70-year-old Wenzhou Kuailu Group launched its first Wenzhou-style downtown wonton restaurant, signaling a drive to cultivate homegrown names.
The surge in first-store activity is widely said to be reinvigorating the local economy. In 2024, Wenzhou residents' per capita consumption hit 50,272 yuan — the second highest in the province. In the first two months of this year alone, retail sales totaled 78.38 billion yuan, up 4 percent year-on-year, outpacing the provincial average.
