To deepen its brand strategy and enhance FastFish’s influence and recognition in core consumer markets, the company made a dedicated effort to create its first flagship store: the West Lake Store.
On April 3, 2026, the West Lake Store officially opened at Gonglian CC, a core commercial district in Hangzhou. It has become an image benchmark for FastFish’s more than 2,000 stores nationwide and marks an important milestone in the brand’s upgrade.
On the opening day, the Gonglian CC commercial area and Longxiangqiao Metro Station were strongly covered with FastFish brand elements. Themed hanging banners and LED screens worked together to create a lively and immersive opening atmosphere.
The store also launched a wide range of experiential activities. A street dance parade brought trend-driven energy to the event; a robotic dog lion dance performance introduced a new sense of technology and playfulness; a customized 3D magazine cover installation became a popular photo spot; and clown magic performances continued to add fun and entertainment. Together, these activities quickly turned the store into a focal point of the commercial district, attracting large numbers of consumers to stop, interact, and engage.
At the same time, the ribbon-cutting ceremony brought the opening atmosphere to a peak. Chairman Rao Zhongming, CEO Zhang Yue, and other senior executives attended in person, joining mall leaders and invited VIP members to celebrate the store’s launch.
In addition, the store introduced multiple promotional benefits, including spend-and-save offers, coupons with qualifying purchases, gifts for check-ins, and rewards for social media posts. FastFish also collaborated with Xiaohongshu and Douyin influencers for product seeding and livestreaming, further activating consumer potential and expanding brand exposure.
As the brand’s flagship store, the West Lake Store is centered on innovative design and high-standard operations. It integrates multiple business scenarios, including premium retail, visual merchandising, and digital operations, bringing FastFish’s brand philosophy of “A Joyful Life with FastFish” to life in a more tangible and immersive way. Looking ahead, FastFish will use this store as a benchmark to continue deepening its brand strategy and comprehensively enhance its brand value and market competitiveness.