Zhejiang province aims to add more than 2,000 new "first stores" across its cities by 2027, according to a new action plan released by the Department of Commerce of Zhejiang Province and six other government departments.

The plan outlines specific goals to stimulate urban commercial vitality and upgrade consumer markets. Targets include the introduction of 200 high-level first stores serving the East China region and the creation of more than 50 designated zones for first store clustering, incubation, and brand development.

Earlier this year, Zhejiang issued policies encouraging eligible cities to implement tailored incentives for first stores, product debuts, brand showcases, and premiere exhibitions.

The first store economy has seen robust growth in 2025. In the first half of the year, Hangzhou welcomed 153 new first stores — a year-on-year increase of 39.1 percent — with an average of one to two new first stores opening daily in popular commercial areas.

Ningbo also posted strong momentum, adding 89 new first stores in the same period. The number of provincial-level first stores in the city grew by 250 percent year-on-year.