新华财经上海2月19日电 中金公司研究团队于近期调研了上海12家首店，分布于南京路、五角场、港汇恒隆、环球港、豫园等核心商圈，涵盖兴趣消费、大型综合超市、服装品牌、珠宝零售等业态。通过此次调研，其发现线下实体门店仍存在较大的创新与提升空间，店不在多而在于精，通过门店升级与产品创新从而拉动线下客流、提升销售效率和品牌美誉度，是企业获得内生增长的有力抓手。

研报认为，首店经济的繁荣标志着线下渠道建设进入高质量发展阶段，也有望进一步改变线上下市场竞争格局，具体体现在：品牌话语权有望增强；线下优质商圈和门店的渠道价值凸显；品牌自有线上渠道获客成本或将改善；带动线下产品即时零售业务的发展；促进传统商业体改造升级，带动区域商业创新、提振消费水平。

展望未来，中金公司表示，看好线下零售渠道的高质量发展趋势，市场份额将向优势商圈、优质品牌创新店铺集中，高销售效率、美好的消费体验将为企业带来新的增长。

编辑：谈瑞

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