By Li Qian
Invest Jing'an
Editor's note:
This new column highlights Jing'an's 14th Five-Year Plan (2021–2025) achievements, including a better business environment, competitive industries and thriving emerging sectors. It also highlights the district's efforts to develop key industrial clusters and the 15th Five-Year Plan (2026–2030) to create a modern industrial system with a (3+3)+(1+3+X) framework. The "Invest Jing'an" section highlights the district's efforts in this area.
Jing'an is expanding its role in Shanghai's push to build an international consumption hub, anchored by a "first-launch economy" that connects global brand debuts, domestic design platforms and retail spaces.
It is driving fashion-led consumption through bespoke services that bring together global luxury houses, heritage local brands and independent designers, contributing strongly to Shanghai's fashion economy.
The district has also introduced the "Jing'an GO Consumer Wristband" to connect shoppers with digital spending experiences.
International brands entering China and Chinese labels expanding abroad work from this district. Brand launches, dedicated venues, and customs and trade facilitation increasingly link store openings, shortening the time from debut to market rollout.
Between 2019 and 2024, Jing'an introduced 1,186 first stores, including 21 global first stores, 17 Asian first stores and 184 national first stores. In 2025, it added 238 new stores, averaging about five per week, ranking first in Shanghai in new retail openings.
This activity centers on Nanjing Road W. Over 70 commercial projects and 2,100 brands are in its 1.8-square-kilometer core area. Major luxury groups like LVMH, Richemont and Kering are among the over 70 percent international tenants. One of Shanghai's most concentrated high-end retail zones, this area has 10 percent luxury brands. The latest expansion follows the 2025 launch of "The Louis," which attracted 500,000 visitors a day and boosted sales across surrounding properties by double-digits.
The cluster is also supported by 115 global service providers, bringing together global luxury groups, emerging Chinese designers and retail operators. Brands such as Birkenstock have expanded from initial store openings into broader operations in the district. Local label LABELHOOD has grown from a boutique on Fumin Road into a platform for designer launches and has also expanded overseas, including at Harrods in London.
Jing'an has expanded the physical network supporting these launches. It has transformed venues including Zhangyuan Garden and the Shanghai Exhibition Center into dedicated launch spaces. Heritage streets, such as Julu Road and Fumin Road, are also being used as flexible retail corridors, where stores often combine retail, exhibition and cultural functions.
Changes in trade infrastructure reinforce these developments. The bonded warehouse at Zhangyuan has been expanded, and an integrated "bonded warehouse + exhibition and trading" model has been introduced. A "front store, back warehouse" system is also being tested, linking displays, storage, retail and consumers in a single chain designed to speed up product availability after global launches.
Jing'an is also adding tech-driven formats. Unitree Robotics will open its first store in Asia, featuring an embodied intelligence experience center on Nanjing Road W., while JD.com is constructing a large, immersive home retail space nearby. These additions suggest the district's retail mix is shifting toward tech-enabled consumption.
Policy support continues to underpin the model. The Zhangyuan bonded warehouse facilitates electronic customs supervision, expediting the conversion of exhibits into retail goods.
Nanjing Road W. has also been designated as Shanghai's only street for tax refunds, with a streamlined refund process for overseas visitors.
(Souce: Shanghai Daily)
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