Consumers wait in line outside the global flagship store of the "niko and..." brand in Shanghai, on Dec 21, 2019. [Photo/Xinhua]

Japanese lifestyle megastore "niko and ..." opened a flagship shop on Dec 21, 2019 on the bustling thoroughfare of Huaihai Road in Shanghai, becoming the latest foreign brand to set foot in the commercial zone known for its numerous flagship stores.

Shanghai's enthusiasm for attracting foreign investment in the retail industry is inseparable from the optimization of the business environment, the improvement of policy and system supply, and the support of the government's considerate services.

In June 2019, Shanghai issued several measures to promote the development of regional headquarters of multinational corporations, one of which allows chain enterprises in those headquarters apply for one business license, and the stores they open do not need to apply for a business license again.

According to Zhang Sheng, executive vice-president of Lawson (China) Holdings Inc, with these measures and based on the average monthly rent of 40,000 yuan ($5,777) for a convenience store in Shanghai, Lawson could add 20 million yuan to its profits if it opened more than 400 new stores a year in Shanghai in the future.

Chen Yougang, president of Aldi China, also said that Shanghai's new policy of "one business license for multiple sites" enables the German supermarket chain to open more stores through this channel in the future.