Storyline

Beijing expands retail scene through 'first-store' economy

【Voice_over】

This busy gentleman is Leonardo Zambrino—the Michelin-starred Italian Chef is cooking his original dishes for us, each with a hidden connection to China, especially Beijing culture.

【Sound_bite】

Leonardo Zambrino, Executive Chef, Le Café Louis Vuitton (Beijing) & Da Vittorio Shanghai:

"They are used for the Peking Duck and we want to recreate the flavors of the Peking Duck."

【Voice_over】

These exquisite and innovative dishes constitute the "Taste of Beijing" culinary collection - from Louis Vuitton's first Cafe in Beijing , blends classic French cuisine with local flavors. It marks the brand's strategic expansion into lifestyle spaces and its deeper foray into the Chinese market.

【Sound_bite】

Leonardo Zambrino, Executive Chef, Le Café Louis Vuitton (Beijing) & Da Vittorio Shanghai:

"Louis Vuitton is the brand of the journey here. We wanted to really give the idea that even a western chef can focus on what is the local culture and make sure that when people come here they understand the food."

【Voice_over】

In addition to Louis Vuitton, which just opened a series of new stores in Beijing, the time-honored outdoor brand - Woolrich from the US is also making its debut to Chinese consumers in Sanlitun.

【Sound_bite】

Zhang Wentao, Store Manager, Woolrich Pop-up Experience Space (Beijing):

"This is Woolrich's first pop-up space in China. Since its launch, both customer flow and sales have exceeded expectations, which strongly confirms Chinese consumers' recognition of premium outdoor lifestyles and our value. This has laid a solid foundation for us to further cultivate the Chinese market. We chose Beijing as the first stop for two key reasons. First, as the capital, Beijing sets the trends in high-end consumption and contemporary lifestyles. Second, its cold winters align perfectly with our products' warmth and protective advantages. In the latter half of 2026, we plan to open our first flagship store in China, which is a crucial step for us in the market. We will design products that better meet the needs of Chinese consumers, incorporating more local elements, so that the brand's nearly 200-year heritage can become part of Chinese consumers' lifestyles."

【Stand_up】

Xu Yi, Reporter:

"Beyond Sanlitun, other commercial districts in Beijing have also seen a rise in international brand openings. In the first three quarters of last year, Beijing welcomed 804 new store debuts, reflecting the strong growth momentum."

【Voice_over】

In 2026 - the year marks the beginning of China's new Five-Year Plan, which prioritizes boosting consumption - Beijing will embrace even greater opportunities with a renewed outlook.