A major shopping carnival "Branding Spring" kicked off on April 11 at Zhangyuan — a historical and cultural block in Shanghai's Jing'an district.

As part of the city's mission to build itself into a world-class international consumption center, the initiative is designed to create new consumer experiences, venues and branding opportunities that enhance Shanghai's appeal in the high-end retail sector.

The carnival will initially focus on April and May, launching a series of themed promotions throughout the year to establish seasonal hotspots for luxury shopping and foster a more welcoming environment for global consumers.

At the launch event, the Shanghai Municipal Commission of Commerce announced nine key measures across four major areas:

Inbound consumption offers

Five major payment institutions and commercial banks have introduced tailored incentives for international visitors:

• China UnionPay is collaborating with over 200 international mobile wallets to run marketing campaigns across popular tourist destinations and key retail locations, offering discounts with minimum spending.
• Alipay has launched a special campaign, enabling tourists using the international version or overseas wallets to enjoy instant savings through contactless "Alipay Tap (unlock the phone → touch and pay → confirm payment)" transactions.
• WeChat Pay and its partners are distributing shopping, dining and transport vouchers to Hong Kong dollar wallet users.
• Bank of China Shanghai Branch and China Construction Bank Shanghai Branch are offering instant discounts and trendy gift packages to inbound tourists.

International travel perks

China Eastern Airlines has unveiled a travel privileges package. During April and May, international passengers can enjoy airfare discounts. Visitors who meet the spending threshold for tax refund shopping will also be eligible for:

• Complimentary checked baggages
• Free access to airport lounges
• Additional VIP services at the airport

Citywide shopping promotions

A major promotion is underway across 20 landmark malls in five districts — Pudong New Area, Jing'an, Huangpu, Xuhui and Changning. Shoppers can enjoy exclusive offers, including shopping vouchers, gift cards and member rewards for purchases above set thresholds.

Policy support for "First in Shanghai" events

Two new policies have been introduced to encourage brand participation:

• Financial incentives for brands debuting new products, hosting first shows, or staging exhibitions in April and May.
• Rewards for opening their first stores in Asia or worldwide during the same period. District governments will also assist with venue coordination and scheduling to ensure smooth execution of events.

Source: Official WeChat account of Shanghai Jing'an Media Center at "jaxwzx"