The "first-store economy" is emerging as a new growth engine and a vital barometer of a city's commercial vitality. On May 16, Himaxx outlet - the first of its kind in Shandong province - officially opened at the intersection of Qingnian Road and Daiyang Street in Taishan district, Tai'an, unlocking new consumer potential in central Shandong.

Occupying an area of 35,000 square meters, the outlet brings together more than 200 international brands, offering year-round discounts ranging from 70 to 90 percent. Shoppers can now enjoy premium shopping experiences close to home without traveling to major cities like Beijing or Shanghai.

Himaxx, a new retail brand under Shanghai-based Huili E-commerce Co, operates on a "warehouse-style branded discount" model inspired by United States retailer TJ Maxx. With over 50 locations nationwide, Himaxx offers fashion, footwear, beauty, and home goods at competitive prices by combining online and offline channels. The Taishan store is the company's first major project in Shandong and is expected to generate 300 million yuan ($41.59 million) in annual revenue, pay 30 million yuan in taxes, and create 1,000 new jobs.

The outlet's industrial design, open-shelf displays, and self-service model enhance both efficiency and the user experience. Over 300 brands have moved in, including 11 making their Shandong debuts and 30 making their Tai'an debuts. A free membership system and various digital platforms enable seamless shopping both online and offline.

Jointly developed by Shandong Taiwen Group and Shanghai Huili Group with a total investment of 250 million yuan, the project is designed to connect with Taishan Mountain's tourism economy and become a landmark for leisure, shopping, and cultural tourism in the region.

The "first-store economy" emerges as a new growth engine and a vital barometer of a city's commercial vitality. [Photo/WeChat account: gh_b24265a8313a]