This spring, Shanghai has transformed into a vibrant "product testing ground" for global brands, as they rush to unveil their latest innovations and entice Chinese consumers, driven by the municipal authorities' enhanced support for the burgeoning "debut economy."
From flagship store openings to innovative exhibitions and dazzling fashion shows, the city hosted nearly 3,000 product release events last year. To further capitalize on the "debut economy," the "First in Shanghai" campaign was launched this month, featuring more than 30 debut events.
The Shanghai Fashion Week Autumn/Winter 2024, scheduled for late March, is a major highlight of the "First in Shanghai" initiative. Inside the office building of the organizing committee, brands are busy finalizing their preparations for the runway, with the debut season less than a week away.
"Today, dozens of brands have already arrived for technical coordination, ticketing arrangements, and styling preparations. Since every brand will make its debut at the fashion show, they all want their presentation to be as impressive as possible. Our role is to help them make it perfect," said Lai Mengshuang, a staff member of the Shanghai Fashion Week Organizing Committee.
To ensure each debut makes a striking impression, organizers are not only providing comprehensive support but also piloting a "see-now-buy-now" model, allowing the audiences to purchase products immediately after the runway shows.
"Shanghai Fashion Week provides a platform that helps small designer brands like us take the first step and make a mark in the industry. It's not just about launching products but also telling a brand story for the first time," said Zhang Xisong, designer of a domestic clothing brand Sensiyarn.
Behind every debut lies a story of innovation. Many brands have successfully repositioned themselves and expand their business horizons through participation in these events.
"The fashion industry, in particular, relies heavily on the 'debut economy.' Through it, we not only showcase a new collection but also receive immediate feedback. We have expanded from clothing into the broader lifestyle sector, all driven by innovation," said Chen Xuzhi, founder of the fashion brand XUZHI.
The lucrative "debut economy" has not only nurtured domestic brands but also provided fertile ground for international brands to take root in Shanghai.
Nestled in the city's historic Wutong district, the Zhangyuan Bonded Warehouse, Shanghai's smallest, has played a key role in facilitating custom clearance and lowering costs for overseas brands.
Powered by advanced digital technology, the facility can inspect and register imported goods in one streamlined process. It also serves as a one-stop center that allows international brands to exhibit their products and complete transactions on the spot.
"[These measures] allow international brands to bring their debut products to the Chinese market and reach consumers more quickly and conveniently. This is an institutional innovation driven by the needs of businesses," said Zhao Lantian, deputy director of the Jing'an District Commerce Commission.
Earlier this month, Shanghai announced a package of 10 measures to boost its debut economy, including pilot programs to simplify inspections for imported goods, expedited customs procedures for cosmetics, and tailored services for enterprises, all designed to establish the city as a world-class hub for product debuts.
Brands flock to shanghai for product debuts amid policy boost
