文丨孟宝乐

dangqian，zhongguojingjijinruleyigequanxindefazhanjieduan，xuduoxinxingshangyemoshihechuangxinchanpincengchubuqiong。

zaicibeijingxia，“shoufajingji”zuoweiyigexinci，pinpinchuxianzairenmenshiyezhong。

zuoweiyiguxinxingliliang，shoufajingjizidaixinchao、shishang、pinzhi、xiquedengshuxing，duixiaofeizhequntiyouqishinianqingrenyouzhedutedexiyinli。

shoufajingjiyichengweichengshiyinlingshishangchaoliu、wajuexiaofeiqianli、jifashangyehuolide“liuliangmima”。

jinri，jinanzaishoufajingjilingyudeyixiliexindongzuochixuyinfaguanzhu。congshanmuhuiyuandianjinanshoudiandeluohu，daogeleiguoneiwaipinpaishoudiandefenfenruzhu，jinanzhengzaiyishoufajingjiweitupokou，tuidongshangyexiaofeidetidangshengji，dazaoguojixiaofeizhongxinchengshidexinmingpian。

新型消费下的新风口

何为“首发经济”？

gumingsiyi，“shoufa”jishoucituichu，tabaokuoshoucifabu、shoucixiuyan、shoucizhanchu、shoucikaishemendiandeng，zhongdianbiaoxianweixiangshichangtuichudexinchanpin、xinjishu、xinfuwu、xinyetai、xinmoshidengchuangxinchengguoshi“shouciliangxiang”。

shoufajingjiyiqidutedemeili，changchangzhanxianchubaohongdeqianzhi，nenggouxiyindaliangshouciguanggudegukejinxingxiaofei。

qizhong，biaoxianzuiweituchudemoguoyubeiyuwei“liuliangzhizaoqi”deshoudian。shoudianshiyigepinpaizaimouquyukaishedediyijiamendian，meidangyijiashoudiankaiye，zongnengxunsuxiyingongzhongdemuguangchengweijiaodian。

yipingguoyazhouzuidaqijiandianzaishanghaidekaiyeweili，zhongduoguofenbuxitongxiaopaidui，zhiweinengdiyishijianjindiancanguandaka，tiyanzheiyikejijutoudezuixinchengguo。ciwai，xuduoshoucizaimouquyukaiyedenaichadian、hongbeidiandeng，yeyinqidutedemeilihexinxiangan，shengyihuobaodaoshenzhicuishengle“daigouyewu”。

chuleshoudian，yixieshoucimianshideshouchuangchanpinyeyinqidutexinghechuangxinxingerbeishouxiaofeizheqinglai，chengwei“yipaoerhong”dedianfan。

liru，woguoshoukuan3ayouxidazuo《heishenhua：wukong》shangxianhou，xunsubabangzhongduoyouxipingtai，xiaoliangzaiduanduan3tianneijiutupole1000wantao，bujinweiyouxichanyedailailexindehuoli，haidaidonglexiangguanlianmingchanpinnaizhiqujingdidezhimingdutisheng。

tongyang，xiaomifabudeshoukuanqiche——xiaomisu7，zaishangshihouyexianqilexiaoshourechao，lianxu4geyuedachengpowanjiaofumubiao，zhanxianleshoufajingjideqiangdahaozhaoli。

shoufajingjiyixinxian、dute、youzhidechanpinhefuwutiyan，manzuzherenmenduigexinghua、pinzhihuachanpindexuqiu。

zhengyinruci，shoufajingjiwangwangshichengshixiaofeihuolidefengxiangbiao、chanyechuangxindeqingyubiao，zaitizhenchengshixiaofei、tishengchengshinengjifangmianjuyoujudaqianli。

ershijiesanzhongquanhui《jueding》dui“goujianquanguotongyidashichang”zuochuxitongbushu，qizhongzhuanmentidao“jijituijinshoufajingji”。suiji，“shoufajingji”chengweireci。

jinnianyilai，qiangzhanshoufajingjifazhanshitouchengweigedachengshitishengjingzhenglidezhongyaobuju。“shoufajingji”derechaoyecongyixianchengshirushanghai、beijingdengmanyanzhiqitachengshi。

zheixiechengshitongguotigongyouhuizhengceheyouzhideshangyehuanjing，jijiyinruxinxingpinpai，yicijihuoxiaofeishichanghuoli、cujinjingjizengzhang。

品牌企业纷至沓来，首店经济火热

shoufajingji，dayoukewei。jinnianyilai，jinangaoduzhongshishoufajingjifazhan，duoxiangfalishifangshoufajingjipengpaihuoli。

tiqi“shoufa”，biranlibukai“shoudian”，tabujinshichengshishangyezonghetiyongyixiyinxiaofeizhedequdao，yeshiyizuochengshi、yigeshangquancijixiaofeihuoli、tishengxiaofeinengjideyinqing。

jiangshijianlazhijinnian9yuefen，jinanrendeweixin、weibodengshejiaomeitifenfenzhuanzaizheiyangyitiaoxiaoxi：shanmuhuiyuandianjinanshoudianlaile，luohujinangaoxinquxiaoyajituanjizhoubianquyuchengshigengxindikuai，yuji2026nianniandiqiankaiye。xiaoxiyichu，shuabaojinanrendepengyouquan。

zuoweiwoermaqixiayinlingshangyelingshoubiangedetoupai，shanmuhuiyuandianluodijinan，shibijiangyinfayiboxinde“nianyuxiaoying”，jinertuidongjinanshangyelingshoudebiangedachao。

chenggongyinjinshanmuhuiyuandian，zhishijinanfalidazaoshoudianjingjigaodideyigesuoying。

jinjinian，guoneiwaishangyelingshoulingyudedapailuxulaiji，jinandeshangchang、bianlidian、chaoshiyufachengxianbaihuaqifangzhishi。chushanmuhuiyuandianwai，luosenbianlidian、shizubianlidian、chaowanji、weiyingdengpinpaideshandongshengshoudianjunyizaijinangaoxinzhongxinqukaizhang。

qizhong，shizujituanjinanzongbuchubujihuatouzi10yiyuan，zaishandongxinkaibianlidian2000jia，qizhongbaohanzaijinankaishe600jiamendian。

weiyuqiluruanjianyuanbeicedejigao·shimaoxinhuanzhongxinjihuajinniankaiye，jieshiguoneichongwuyetailingjunpinpaichaojiniaojuhuabeishoudian、gaoduanxueqiepinpaigaoxibameilijulebuquanguodi3jiaqijiandian（quanqiudi19jia）、shandongzhongjiahuishoujiajingpinqijiandiandengxiangmujiangkaimennake。

yixiliepinpaishoudianfenfenluodi，bijiangzaiciyongdongjinanxiaofeishichang“yichichunshui”，weituidongshangyemoshichuangxin、xiaofeishichangshengjizhuruxinxianhuoli。

jinanshoudiandefazhanqushiruhe？shujuxianshi，muqianjinanyiyinjinfankeyabao、xisili、balishijia、7-11、hemaxianshengdengpinpaishoudianjin400jia，hangaimeizhuang、fuzhuang、canyin、huwai、yuledenglingyu，xingchenghenglongguangchang、guihegouwuzhongxin、wanxiangcheng、yinxiangcheng、yinzuoshangcheng、cbd、ronghuilaoshangbudengshoudianjujiqu。

yuqiyeeryan，xuanzeyizuochengshishoufaxinpin，kanzhongdebujinshikequnfanweihexiaofeinengli，gengshiduiyigediquzongheshili、zhengtihuanjingdegaodurenke。

shoufajingjizaijinanfenweijiannong、rizhenxiangshang，zaicizhengmingjinanyouwangshengdexiaofeishichang，waijieduijinanshichangxinxinmanman。

多领域发力，释放城市魅力

chuleshoudian，shoufa、shouxiu、shouzhanyeriyichengweijinanshoufajingjidexinliangdian。

jinnianxiatian，zuoluoyujinanquanchengludeguihegouwuzhongxintuichu“nihao，xiari——chaosezhicheng”yuanchuangzhutizhan，xiyinbushaokerenqianlaidaka、tiyan。

zhutizhanqiaojiebaliaoyunhuiredianhuati，tuchu“chaoshe+yundong”，tongguodazaojingdiandibiaodeng，rangxiaofeizhechenjinshitiyan。bujinxianxiashouhuanying，zhutizhanzaixianshangyehenhuobao，xiaohongshu、douyindengpingtaidaka900yupian，puguangliang80wanyishang。

buzhiruci，jinnian8yueluodizaijinanhenglonggouwuzhongxinde“zoujinfangao”yishuzhanquanguoshouzhantongyangzaijinanxianqileyigurechao。

zheiyichenjinshiyishutiyanxiangmucaiyongquanqiuzuixianjindexunihunhexianshijishu，rangyonghuzhenzhengtihuidaoquanganshitiyan、duoganguantiyan，dazaochaozhenshiganzhidemenghuanxunishijie，xiyinlegedinianqingyoukeqianlaidaka。

suizhexinzhanshoufadenghuodongzhujianchengweirenmenguanzhuderedian，jinandechengshihuolibeibuduanjihuo，bujinjiquanchengshimindailailequanxindetiyan，liulianghereduyeweijinanjianghaochengshigushi、zhanshichengshimeilidakailexindesilu。

shishishang，jinanzaishoufajingjilingyudefali，bujinjintixianzaishangyelingshoulingyu。jinnianlai，jinanzaikejishoufalingyuyequdeleyixiliepoju“yinghe”detupo。

liru，jinnian3yue，youbaotejiqirenyanfadeshandongshengshoutairenxingjiqiren“xingzhetaishan”zaiqiluruanjianyuanluodixingzou；

4yue，shijieshoutaishiyongrisc-vjiagoudefuwuqijiqun“dongshanyihaojiqun”zaishandongdaxueqiluruanjianyuanxiaoqubushufabu；

6yue，qianyunxinxilianheyanzhideqianyunkexinyuncaozuoxitongtongguozhongguodianzixuehuichengguojianding，chengweiguoneishougeshixian“kexinjisuan+yunjisuan”shuangtixijiagouyuncaozuoxitong；

9yue，shandongshengdibapishoubancigaoduanruanjianchanpinmingdangongshi，jinjinangaoxinzhongxinqujiuyou98kuanchanpinruxuan，zhanquanshengzongshude43%……

pinpinshoufadechuangxinchanpinbujinzhangxianlejinandekejishili，yejiangjiasujinanchanyejiegouyouhuashengji，tuidongchanyelianbuduanxiangzhinenghuagaoduanhuamaijin。

keyikandao，falishoufajingji，jinansuishihouqizhixiu，danshitouxunmeng，burongxiaoqu！

率先布局，助燃首发经济

rujin，fangyanjinan，pinpaiqiyeyuchengshizhengzaishuangxiangbenfu，xinxinxiangrongde“shoufajingji”fazhanxintujingxuxuzhankai。

shoufajingjidepengbofazhan，biranlibukaizhengce“huoshui”dejingzhundiguan。

2018nian，shanghaishouxiantichu“shoudianjingji”gainian。2019nian，jinanjiuyinfa《jinanshizhichishoudianjingjiheliansuojingyingfazhanderuogancuoshi》，zheishijinanshoucitichufazhanshoudianjingji，yeshizai2019niantichu“chuangjianguojiaxiaofeizhongxinchengshi”houdeyigexinfalidian。

cihou，jinanyouduocichutaizhengce，jinyibujinxinglexiudingwanshan，duizhimingshangyepinpaishoudiansheli、shoudianxuanzhituiguang、shoudianfazhanhuanjingdengfangmianjiyufuwuzhichi，zengjialezhichishoufashouxiushouzhandezhengcecuoshi，goujianqijiaoweiwanzhengdeshoudianjingjizhengcezhichitixi。

weifuchishoudianjingjifazhan，jinangengshinachuleshishizaizaide“zhenjinbaiyin”。

zaijinandexiangguanzhengfuwenjianzhongtidao，kaisheyazhoushoudian、zhongguo(neidi)shoudian、shandongshoudian、jinanshoudian、qijiandiandeguojipinpaiqiye，kaishezongheshangchaoleishoudiannianzujinhuojiananchengbenchaoguo1000wanyuande，anzhaoxiangmuhedingshijitouzizongede30%jiyuzhichi，zuigaobuzhu300wanyuan。

congquanfangweidajianpingtai,zhulishoudianxuanzhi,zaidaoquanfangweitishengfuwu，jinancongsangefangmiantichuleliutiaocuoshizhichifazhanshangyepinpaishoudian，dadongrenxindechuleshangbaiwanyuande“zhenjinbaiyin”wai，jinanhaiyou“xijieganlaman”dechengyi。dalifazhan“shoudianjingji”，yelianxuduonianbeixiejinzhengfugongzuobaogaozhong。

weigenghaopeiyushoufajingjishengtaiquan、tigaojuhexiaoying，jinanzaiquanchenglushangquandajianshangquanshujupingtai，tongguojianshe“shuzirenminbishifanshangquan”，buduanfengfushuzirenminbixiaofeichangjing，tuidongxiaofeichangjingchuangxin。2023nian，quanchenglushangquanruxuanshoupiquanguoshifanzhihuishangquan。

zai“shoufajingji”dezheichangshidailangchaoli，diyunshenhouqiedujumeilidejinan，zhengjinzhuajiyu，chengshiershang。

fangyanweilai，jinanjiangchixufalishoufajingji，yigengjiakaifangdezitaihegengjiawushidejucuo，jinyibufangdachengshidexiyinli，gengduojijuguoneiwaipinpaishoufaquanqiuxinpin、luodipinpaishoudian、sheliqiyezongbu，weitizhenxiaofeireli、tishengchengshinengjizaitianxindongneng、zaizaoxinyoushi。

xiangxinzaizhengfu、pinpaiqiye、shangquanshangchangdengduofangxietong、duocuobingjuzhixia，jinan“shoufajingji”fazhanbijiangyueshengdaoxingaodu。