Shanghai's first-store economy led the city's retail development in 2019, with nearly 1,000 stores opening, including nearly 300 in the fourth quarter, which was a record high.

However, the COVID-19 outbreak brought Shanghai's "first-store economy" to a halt, especially for new stores that had opened in the fourth quarter in 2019.

Maker's Shirt, from Japan, sometimes branded as Kamakura Shirts, is located downtown in the city's Jing'an Kerry Center and has a sales area of 133 square meters enjoyed sales of 1.6 million yuan ($226,049) in November, its first month of operations.

The epidemic outbreak stunned the store owners, with only one or two customers a day visiting the store. Should they close the shop temporarily or keep it open? Grim questions like these lie ahead for the newly opened store.

"In February we had only one or two customers a day, but since the end of last week, it has returned to 50 percent of the previous level," said Zheng Hao, general manager of the first Maker's Shirt store in Shanghai.

The store's business has been recovering as the epidemic situation in Shanghai stabilizes.

"The good news is that compared to the period before the outbreak, there are more customers with clear consumption goals, and the money they spend has significantly increased," Zheng said.

"This has strengthened our confidence in the Chinese market. Only high-quality and affordable products can survive and develop. I believe that our brand culture of value will be recognized by more and more Chinese consumers in the future."

Shanghai IFC Shopping Mall is one of the bellwethers of the first store economy in Shanghai. At present, its business hours have returned to normal, and more than 250 world top brands have gradually resumed their full services.

"In the toughest times during the epidemic outbreak, there were no customers," a store manager in the shopping mall said. "Now, thanks to the epidemic prevention measures in the mall, our business has recovered to about 50 percent of its previous level."

A staff member of the first Maker's Shirt store in Shanghai measures a customer for a new shirt. [Photo/WeChat account: scofcom]