Shanghai is introducing a new policy initiative aimed at expanding personalized consumption through the "Shanghai Style" brand, part of the city's effort to strengthen its position as an international consumption center.

Over the next two to three years, the plan seeks to develop a robust ecosystem for customized goods and services, with an emphasis on craftsmanship, brand development, and better access for international visitors.

A unified certification system

To help consumers navigate the local market, the city will launch a unified "Shanghai Style" visual identity and certification system. Businesses and products that meet specific standards will be included in an official recommendation directory and authorized to use the new label. This system is designed to provide shoppers with a reliable way to identify qualified service providers and products, ranging from fashion and jewelry to traditional artisanal crafts. The initiative will also encourage the development of industry service standards to help maintain consistent quality across the sector.

Customization hubs and cultural heritage

The plan calls for the development of customization clusters and themed experience centers across major shopping areas. It also supports artisan studios and other interactive settings where customers can interact directly with designers and artisans to create customized products. A significant part of this effort involves integrating modern design with intangible cultural heritage and time-honored Chinese brands. By integrating traditional skills into contemporary customization services, the city aims to offer unique products that blend historical craftsmanship with modern aesthetics.

Integration with tourism and major events

Customized services will be incorporated into major events and tourism offerings across the city. The "Shanghai Style" experience will be featured during events such as the Shanghai Summer International Consumption Season, the China International Import Expo, and the Shanghai Fashion Week, with dedicated experience zones showcasing customized products and services.

Travel agencies are encouraged to develop themed routes that combine personalized shopping with cultural, sports, and entertainment activities. The city will also promote ticket-based offers, allowing visitors to enjoy special offers across attractions, performances, and participating stores.

Enhanced convenience for international visitors

To ensure a smooth journey for global shoppers, the city is prioritizing several practical service upgrades. Major shopping areas and online platforms will offer multilingual support for customer inquiries and after-sales services.

Payment convenience is also a priority, with a commitment to ensuring that major customization venues support international bank cards and mobile payment options.

Additionally, Shanghai will expand its "refund-upon-purchase" service, streamlining the departure tax refund process to make it faster and more convenient for international visitors.

Source: Shanghai Municipal Commission of Commerce