As brands plan to stage first launches, open first stores, and debut exhibitions and shows in Shanghai in the coming days, the metropolis is set to further consolidate its leading position in China”s debut economy.
Brands from home and abroad, including French luxury fashion Maison Margiela, Swiss luxury watch brand Tag Heuer, and Chinese trademarks Unitree Robotics and Chando Group, all have announced plans to bring debut stores and activities to Shanghai.
Experts believe this reflects the latest success of the city in attracting new brands and building a global consumption hub by promoting the debut economy.
“Unitree Robotics is going to unveil its brick-and-mortar experience store situated along Shanghai’s West Nanjing Road in late May,” Li Binjie, senior vice-president of Unitree Robotics, said during the 2026 National Premium Products Debut Season and the “First in Shanghai” event series in late March.
The store will occupy more than 100 square meters, exhibiting the latest products through immersive experience, Li said. “The experience store will be developed into an immersive center, leveraging cutting-edge embodied intelligence technologies to bring technology closer to the public and further integrate robotics into everyday urban life.”
Choosing Shanghai is a key step for the brand to establish offline experience centers and deepen its presence in the consumer market, he added.
Shanghai has pioneered a unique path since proposing in 2018 to develop itself into a global hub for product debuts, contributing valuable experience for other cities, according to a report by the Development Research Center of the State Council.
A total of 8,472 first stores of various levels have opened across Shanghai since 2018, with 1,093 launched in 2025 alone, including 16.8 percent of Asia-first or global-first stores, the report said.
“Each year during the China International Import Expo, more than 400 new products are launched, while at Shanghai Fashion Week, nearly 1,000 brands debut products and exhibitions. Alongside a range of platforms and exhibitions showcasing first-time releases, these have made Shanghai a prime destination for global product debuts,” said Wang Wei, former director-general and senior research fellow at the Institute of Market Economy of the Development Research Center of the State Council.
Wang said an ecosystem with a complete industry chain is taking shape, positioning Shanghai as a national innovation hub for the debut economy.
“The debut economy plays an important role in the nation’s strategy to boost domestic demand. This year, the fourth edition of policies on the debut economy has been released,” said Shen Weihua, director of the Shanghai Municipal Commission of Commerce.
“Based on previous versions, the new edition will focus on institutional innovation, financial support and tailored measures to facilitate the city’s goal of creating a world-class business environment for the debut economy.”
In addition to the launch ceremony, this year’s “First in Shanghai” series includes five international debut conferences and 50 high-level product and show debuts, comprehensively showcasing Shanghai as a model for the debut economy.
Covering sectors ranging from beauty, fashion and home appliances to sports, pets and cultural IPs, this year’s “First in Shanghai” event has seen a clear upgrade in both scale and the level of debut activities.
wang_ying@chinadaily.com.cn
