Shanghai launched the 2026 National Premium Products Debut Season and "First in Shanghai" Event Series on March 28 at Zhangyuan in Jing'an district.

Running through May, this year's program follows a "1+5+50" structure: one opening ceremony, five international exhibitions, and 50 high-level debuts of products and shows.

Key exhibitions include the Autumn/Winter 2026 releases during Shanghai Fashion Week and the China Beauty Expo. The debut activities span beauty, fashion, home appliances, sports, pet-related products, and culture-focused brands and creative concepts.

Policy upgrade strengthens full-chain support

To support these activities, Shanghai has introduced an updated "First in Shanghai 4.0" policy, building on the previous version with 13 measures that simplify procedures, provide financial support, and offer practical assistance to brands and businesses.

On the administrative side, the city will streamline processes for debut products. This includes expanding pilot programs for simplified inspections, improving fast-track customs clearance for imported cosmetics, and upgrading service packages that help companies navigate import procedures.

Financial support has been expanded. New funding will go toward developing debut economy clusters, launch venues, and brand incubation platforms. Existing support continues for Asia-first and global-first flagship stores, major launch events, exhibition-based releases, and the broader network of professional services that support these activities.

The period from March to May has been designated each year as the official "First in Shanghai" global launch season. Event approval procedures are simplified, and several districts, including Pudong New Area, Huangpu, Jing'an, Xuhui, Changning, and Minhang, provide additional funding. Jing'an and Xuhui have already introduced expedited approval processes.

"Shanghai Style" brings personalized experiences

Alongside policy support, Shanghai is also promoting new consumption experiences. In March, the city launched a plan to develop the "Shanghai Style" brand as a globally recognizable symbol.

Centered on craftsmanship and tailored services, the initiative aims to make Shanghai a first stop for inbound consumers. It encourages both international and domestic brands to add local twists to their launches, such as limited-edition collaborations or Shanghai-only personalized products, offering visitors a chance to make each purchase uniquely their own.

Immersive showcase opens at Zhangyuan

At the same time, offline experiences are being expanded. A new large-scale brand showcase titled "Springtide Fate" opened at Zhangyuan on March 28 and will run through April 3.

The event brings together 90 domestic and international brands, displayed across six themed, immersive zones: Gallop Market, Azure Ride, Petal Motion, Luminous Stage, Mingle Area, and Courtyard. Each zone blends retail, display, and interactive elements, allowing visitors to explore different brand concepts as they walk through.

The showcase is divided into four main sections. One highlights heritage brands and traditional craftsmanship, displaying Shanghai's long-standing cultural and artisanal traditions. The international section features 35 brands from more than 10 countries and regions, covering skincare, fashion, sports, coffee, and outdoor products.

Emerging design and Chinese original brands are represented as well, with 55 domestic brands highlighting local creativity. Another section brings together technology and cross-industry innovation, including consumer tech, designer toys, and digital art.

Major global and local debuts

High-profile launches will take place throughout the season. Maison Margiela will hold its Autumn/Winter 2026 global debut show in Shanghai on April 1, followed by a public exhibition from April 2 to 6 on Yandang Road. The exhibition will display nearly 58 haute couture looks created since 1989, marking the brand's first large-scale archival showcase in China.

Other participants include TAG Heuer, Unitree Robotics, and Chinese beauty brand Chando, alongside events linked to the 2026 Shanghai Fashion Week. Unitree Robotics will open its first offline experience store in Asia in late May at Jiuguang Department Store on West Nanjing Road, introducing immersive retail experiences powered by embodied intelligence technologies.

Jing'an grows as a fashion and creative hub

At the district level, Jing'an has introduced a new round of measures to support the debut economy, focusing on fashion and creative industries.

The plan includes attracting and developing design talent and supporting emerging fashion brands. A "China-chic Brand Acceleration Program" will help move ideas from design to product and from product to market.

The district also promotes customized services, with West Nanjing Road as a key area for high-value, experience-driven, and personalized offerings.

Jing'an plans to expand debut scenarios across different consumer groups, including families, seniors, and pet owners. Coordination across culture, commerce, tourism, sports, and exhibitions will be strengthened, and digital tools such as the "Jing'an GO" platform will make it easier for visitors to access services and explore the area.

Shanghai consolidates role as global launch destination

Since 2018, Shanghai has attracted 8,472 first stores, including 1,093 new openings in 2025. Among the 2025 openings, high-level global and Asia-first stores accounted for 16.8 percent.

Major platforms such as the China International Import Expo and Shanghai Fashion Week have consistently introduced hundreds of new products and brand debuts, reinforcing Shanghai's position as a global hub for product launches.

With coordinated policy support and a growing ecosystem connecting brands, platforms, and consumers, Shanghai continues to lead as a premier destination for first launches in the country.

责编：田梦瑶

一审：田梦瑶

二审：秦慧英

三审：张权

来源：湖南日报·新湖南客户端