A crowded shopping mall in Rugao, Nantong. [Photo/WeChat account: rugaofabu]

Rugao has recently welcomed a wave of new "first stores", with brands making their debut in the city quickly drawing consumer attention and injecting fresh momentum into local commerce.

Rather than building homogeneous shopping districts, Rugao is aligning the first-store economy with culture, tourism, industry and everyday life to create distinctive consumption landmarks.

The city's tourism area, centered on Zhongshan Road, integrates Rugao's floriculture industry and intangible cultural heritage into commercial settings. A flower-and-garden-themed shopping zone has taken shape, featuring specialty first stores offering bonsai customization and horticultural study programs.

Local morning tea culture also plays a central role, with a dedicated area showcasing Rugao's signature combination of crab roe buns and traditional tea, giving time-honored brands like Baipu rice wine and Linzi rice cakes renewed vitality through first-store formats.

Meanwhile, the Wenfeng World zone is positioning itself as a hub for high-end, quality consumption. The opening of Lancome's first store in a county-level city in Nantong reflects both the brand's confidence in Rugao's consumer market and the city's growing appeal to premium customers. Renovated flagship jewelry stores have introduced limited editions that blend intangible cultural heritage techniques with gold craftsmanship. Intricate filigree, woven gold, kesi silk and enamel work have attracted high-end shoppers and collectors alike, turning tradition into contemporary luxury.

To support this momentum, Rugao has built a comprehensive policy framework. A dedicated task force coordinates planning, site development and brand recruitment for first stores. A "green channel" streamlines approvals, enabling one-stop processing and faster openings. Financial incentives further lower entry barriers, with subsidies ranging from 20,000 yuan ($2,840.37) for Rugao-level first stores to 80,000 yuan for Jiangsu provincial first stores.