The first M'CAKE regional store opens in Lize Tianjie. Photo by Zhao Ziqian

●Fengtai District has 34 large-scale commercial complexes with a total area of nearly 2 million square meters, and has attracted 194 first stores in Beijing over the past few years.

●Since 2024, Fengtai District has introduced 57 first stores in Beijing

●The current scale of commercial facilities in the “Lize x Capital New Business District” international consumer experience zone totals 672,000 square meters, with an additional scale of approximately 1.347–1.747 million square meters yet to be developed in the consumption sector.

According to the Fengtai District Commerce Bureau, the district has seen significant growth in the retail sector, with social product sales ranking among the top in the city. The district boasts 34 large commercial complexes, covering a total area of nearly 2 million square meters. In recent years, 194 Beijing first stores have been introduced, contributing to the district's economic development. Looking ahead, in 2024, Fengtai District will see a dense wave of first-store openings and a continuous expansion of the consumer market. The "debut economy”, driven by novel business formats, models, services, and technologies, has met consumers' diverse consumption needs, marking a significant period of rapid growth.

Booming "First Store Economy": Enlarging Fengtai's Commercial Consumption Map

The "First Store Economy" is characterized by its innovative nature, which promotes the continuous expansion and upgrading of the consumer end. Since 2024, Fengtai District has successfully introduced 57 Beijing first stores, with catering stores accounting for more than 70%. This has led to a significant increase in business vitality in the regional commercial sector.

The opening of the ZHE DA CHU restaurant on the fourth floor of the Fengke Wanda Plaza offers diners in Beijing the opportunity to experience the renowned ZHE ZHE POT, widely regarded as the "king of queues in Guangdong." As its first store in Beijing, ZHE DA CHU has initiated a new trend in the city's restaurant industry, becoming a favorite for Beijing food enthusiasts.

But what exactly is ZHE ZHE POT? And what does the word “zhe” mean? To recreate the authentic flavors of Guangdong, head chef Xiao Liang — recruited from a ZHE DA CHU branch in Guangdong — explained to reporters: “ ‘Zhe’ is a unique cooking method from Guangdong. We start cooking over high heat, and when the dish is about 60–70% done, we transfer it to a special stone pot. The residual heat finishes the cooking, which preserves the nutrition and freshness of the ingredients while offering diners a rich texture, from melt-in-your-mouth tenderness to a satisfying chew.”

“This ginger chicken zhe-zhe pot still tastes just like home,” said Lin Youzheng, who moved to Beijing nearly 20 years ago for university. He really misses the taste of home and says, “I've already recommended this restaurant to many of my friends from home. This is the first time they've tasted such an authentic taste of home in Beijing.”

In winter, a hot ZHE ZHE POT not only satisfies the “Cantonese stomach”, but is also sought after by many Beijing diners. “The tastes of the north and the south are very different. Cantonese diners prefer chewy dishes, while northern diners prefer dishes with a heavier taste. We will actively ask customers about their taste preferences and make targeted improvements to the dishes,” said Mr. Liang.

In addition to ZHE DA CHU, a number of first stores have opened in Fengtai this year, including Yuntao Restaurant, US'PRIME Steakhouse, and Daxiya Russian Restaurant, further developing the "First Store Economy" sector. Moving forward, the district will continue to attract domestic and foreign brands, concept stores, flagship stores, and other quality brands. It will also promote the development of emerging and service-oriented consumption, create new consumption scenarios, and optimize the regional consumption environment. These efforts will further strengthen the First Store Economy and enhance the consumer experience.

Key Business Districts Attract Significant Investment: Lize CBD Becomes Core Engine

Key business districts have become the preferred location for brands entering the Fengtai market due to their strong appeal and positive clustering effect. Fengtai District currently has 34 large-scale commercial complexes with a total area of nearly 2 million square meters. The official opening of the Huiqin Shopping Center has provided the surrounding residents with a new, diversified consumer scene integrating sports, entertainment, catering, aesthetic education, and trendy toys. The "Lize × Capital New Business District" international consumer experience zone currently boasts 672,000 square meters of commercial facilities, with an additional 1.347–1.747 million square meters of unimplemented construction projects in the consumer sector, underscoring the region's substantial commercial space resources. In recent years, the Lize CBD has been meticulously developing its business strategy and has been incorporating elements of "new trends." This has led to the completion of several high-quality commercial complexes, including Beijing Lize Paradise Walk, Ping An Happiness Center, Jintang Xinguangjie, and Lize No. 16, contributing to a significant enhancement in the quality of regional consumption. This year, 15 first stores have been strategically located in the Lize CBD, underscoring its central position in the regional commercial layout and its strong development momentum. Lize is rapidly emerging as a premier destination for regional consumption.

At Beijing Lize Paradise Walk, a variety of well-known brands have established their first stores, including Lululemon, Xianglala, Sanquan Cold Noodles, and Nestlé Nespresso. This area is also home to numerous new Chinese-style restaurants and emerging businesses, offering consumers a unique and diverse range of options. A notable example is the Nespresso store, which specializes in capsule coffee and features a wall displaying more than 50 varieties of its best-selling coffee capsules. Wang Xinyan, a regular customer of Nespresso, mentioned that she used to purchase capsules online, but now that she is aware of the store's proximity, she has been visiting it to sample new flavors. The store offers a wider range of options, and the overall shopping experience has been enhanced," said Wang Xinyan, a regular customer of Nespresso, during a conversation with the reporter.

“Beyond serving existing customers, choosing Lize for our first Fengtai store was key to reaching new customers in the south of the city. We value the surrounding business community, which aligns with our vision of promoting handcrafted office coffee,” said Wang Xu, Nespresso’s Regional Manager for Northern China. "Sales have reached record highs since the store opened. Customers in the southern part of the city have shown a high level of acceptance for new brands, and in the future, Nespresso will continue to strengthen its cooperation with the shopping mall to bring more benefits to consumers.

Contrary to the traditional perception of Financial Street as a deserted area at night, Lize is an all-weather financial and commercial district. Driven by the robust "First Store Economy," it offers convenient consumption options for office workers during the day and transforms into a popular destination for surrounding residents to relax and socialize at night. It is committed to establishing a 24-hour financial metropolis and promoting the prosperity and development of an all-weather economic form.

The advent of the First Store Economy, encompassing first stores, exhibitions, and fashion shows, has revitalized Fengtai District's consumer landscape, fostering newfound dynamism in the consumer market. This economic strategy has not only enhanced the quality of life for residents but also contributed to the sustained growth of the regional economy, establishing a notable presence in the commercial landscape of the capital. Fengtai District will continue to leverage the momentum of the Flagship Store Economy and carry out consumption promotion activities in accordance with local conditions. At the same time, the district will actively promote the debut economy, enrich the supply of service consumption, innovate service consumption scenarios, and promote the integrated development of business, travel, sports, and health. These efforts will further enhance the influence and competitiveness of the regional business and create a more prosperous business ecosystem. (Reporter: Lin Yao, Intern Reporter: Yuan Yang)