The Huangpu district people's government has released its new five-year plan to develop the Shanghai International Jewelry and Style District into a new global benchmark for jewelry trade, consumption, design, and innovation.

 

Key goals

By the end of the 15th Five-Year Plan period (2026-30), the district aims to:

• Establish five key functions: a gold and jewelry display and trading hub, a jewelry brand and consumption center, a design and customization center, an integrated innovation center, and a professional services base.
• Achieve average annual growth of at least 10 percent in total sales and retail sales, with annual total sales exceeding 100 billion yuan ($14.87 billion) and annual retail sales exceeding 10 billion yuan; attract at least 50 renowned jewelry and fashion brands and industry organizations, with international entities accounting for at least 30 percent; bring in at least 20 master artisans and designers; and hold at least two major events annually, with more than 50 events in total over the five-year period.
• Raise the district's international profile as a hub for gold, jewelry, and fashion.
• Deepen the integration of technology and creative design, while upgrading digital consumer experience scenarios.
• Promote sustainable practices in low-carbon processes, recycling, repair, and redesign.

 

Key tasks

1. Building a gold and jewelry exhibition and trading hub

1.1 Improving market-based resource allocation

Expanding gold and jewelry trading

Improve supporting services such as warehousing, clearing, and delivery; attract bulk spot and derivatives trading; and bring in companies and professional institutions across the industrial chain.

 

Strengthening strategic cooperation with trading platforms

Strengthen connections with jewelry-producing regions, organize industry competitions and exhibitions, and support trading platforms in participating in international standard-setting initiatives.

 

Exploring bonded exhibition and trade

Enable the display, viewing, and trading of imported jewelry under bonded conditions, offering a convenient pathway for international jewelry to access the Chinese market.

 

1.2 Creating a global jewelry showcase

Developing flagship exhibition brands

Roll out themed exhibitions, such as the Jewelry Highlights Exhibition and the Brand Highlights Exhibition, and continue to host International Jewelry Fashion Month. Encourage domestic and international industry organizations to host professional events in the district.

 

Expanding display and related activities

Stage exhibitions that showcase Chinese aesthetics from an international perspective, complemented by lectures, visits to workshops, designer launch events, and interviews. Support fashion shows, international design exhibitions, and trade fairs.

 

Expanding bonded sales scenarios

Work with e-commerce platforms to explore bonded sales services, including online ordering with offline pickup.

 

2. Building a jewelry brand and consumption center

2.1 Attracting domestic and international brands

Attracting key industry functions

Encourage renowned jewelry companies and brands, both domestic and international, to establish design and research centers, customization facilities, brand marketing offices, and settlement centers.

 

Attracting leading domestic and foreign brands

Facilitate the expansion of domestic and international jewelry companies by supporting the opening of flagship stores, concept stores, brand counters, and brand promotion centers, while fostering collaboration on interactive experiences and co-branded campaigns.

 

Fostering Chinese jewelry brands

Leverage international exhibitions and other platforms to help Chinese jewelry brands present their strengths and expand into international markets.

 

2.2 Expanding jewelry consumption experiences

Promoting the debut economy

Encourage established and emerging domestic and international brands to open their first stores and launch new products in the district, helping transform the Grand Yuyuan area into a global hub for showcasing and promoting jewelry and fashion trends.

 

Developing customized jewelry experiences

Encourage brands to offer limited-edition and collaborative products, as well as exhibitions and customization services, while cultivating brands that specialize in customized gold jewelry.

 

Promoting jewelry-related cultural experiences

Highlight the craftsmanship and innovation of international jewelry brands, forge connections among jewelry, cultural relics, and intangible cultural heritage, publish industry trend reports, and organize international exchange activities.

 

2.3 Expanding multiple consumption channels

Jewelry + culture and tourism

Create a jewelry tourism map that connects brand stores, designer studios, exhibition venues, cultural landmarks, and tourist attractions. Support city-exclusive and co-branded cultural and creative products, as well as online customization services.

 

Jewelry + festivals

Leverage major events such as the Shanghai Shopping Festival and the Shanghai Summer International Consumption Season to organize jewelry and fashion activities, while using the Shanghai Fashion Week and the Shanghai New Customization Week to promote closer links between jewelry and fashion brands.

 

Online + offline channels

Attract jewelry e-commerce and cross-border platforms, and offer services such as transaction matchmaking, order management, and data analysis. Promote livestreaming and use artificial intelligence and augmented reality technologies for virtual try-ons, while supporting personalized customization through the internet of things and big data.

 

3. Building a jewelry design and customization center

3.1 Building a jewelry design hub

Attracting design studios and institutions

Bring in studios of designers from well-known domestic and international brands, creative workshops, and product design R&D centers. Encourage jewelry companies to establish design laboratories and technology hubs in the area.

 

Cultivating professional design talent

Recruit renowned jewelry designers, senior arts-and-crafts masters, national-level inheritors of intangible cultural heritage, and renowned artisans from the luxury-goods sector. Launch programs to nurture local and emerging designers and provide vocational training and skills certification. Organize jewelry design competitions, provide opportunities to exhibit winning works, and accelerate commercialization.

 

3.2 Expanding smart customization

Diversifying customization services

Broaden high-end customization services, private consulting, personalized design services, and online customization platforms, including offerings tailored to younger consumers.

 

Applying technology to customization

Deploy AI and 3D modeling to modernize traditional jewelry customization, supported by virtual try-ons. Facilitate cross-regional cooperation through a "storefront-and-workshop" model and attract technologically innovative manufacturers to establish marketing centers and other operations in the district.

 

3.3 Promoting greener jewelry practices

Expanding gold recycling and jewelry redesign

Build a professional, smart jewelry recycling network that integrates online and offline channels. Support innovative recycling models for gold and jewelry, and establish second-hand luxury trading platforms with appraisal, valuation, and settlement services.

 

Exploring green standards

Support the development of gold and jewelry recycling industry standards, align them with international green and sustainability standards, and establish unified technical standards for jewelry recycling within the district. Encourage companies and industry organizations to develop ESG standards and guidelines.

 

4. Building an integrated jewelry innovation center

4.1 Building a jewelry brand incubation hub

Building a brand incubation system

Create designer clusters and shared spaces that support entrepreneurship, product development, market access, and commercialization.

 

Expanding beyond jewelry sales

Cultivate related services in education, training, academic exchange, cross-border e-commerce, and high-end warehousing in addition to jewelry sales.

 

4.2 Supporting Chinese brands going global

Building international presence

Assist companies in establishing overseas stores and marketing networks. Encourage the acquisition of domestic and international brands to strengthen the competitiveness of Chinese brands.

 

Deepening international innovation cooperation

Promote cooperation among Chinese brands, international brands, designers, and technology companies. Support Chinese companies to participate in international exhibitions, forums, and design competitions.

 

4.3 Building a jewelry research and innovation hub

Integrating technology and craftsmanship

Develop new gold and jewelry materials and apply technologies such as 3D metal printing, laser cutting, nano engraving, blockchain, and embedded chip technologies to improve product traceability and reliability. Use big data to analyze markets and consumer profiles and deepen the use of AI in gold and jewelry production.

 

Promoting industry, education, and research cooperation

Foster cooperation among jewelry companies, technology firms, design institutions, universities, research institutes, and intellectual property licensors. Attract leading international jewelry research institutes to establish jewelry and diamond laboratories or branches in China. Work with international institutions on education and research programs in fields such as jewelry appraisal and design, and cooperate with universities and research institutes to establish practical training bases.

 

Developing public research platforms

Back the establishment of shared laboratories and make equipment available for materials research and technical testing. Set up public service platforms for testing and appraisal, information services, and technical consulting. Reinforce intellectual property protection for jewelry designs, patents, trademarks, and copyrights through cooperation with international intellectual property organizations and cross-border rights protection networks.

 

5. Building a professional services base

5.1 Promoting professional services

Encourage testing and inspection institutions in the district to introduce advanced international equipment and seek internationally recognized qualifications, while attracting providers of legal, consulting, financial, logistics, insurance, information, and technology services to accelerate the formation of a service system compatible with the development of the gold and jewelry industry.

 

5.2 Building an integrated service platform

Establish an integrated service center that combines a consumer service station, an experience center, and a visitor center. Provide one-stop services for jewelry companies and develop an information platform that provides updates on global trends in the gold, jewelry, and diamond industries.

 

5.3 Strengthening the role of industry organizations

Draw in international jewelry and diamond industry organizations, NGOs, and other relevant groups. Deepen cooperation with major domestic and international jewelry centers. Build platforms for designers from China and abroad to collaborate through salons, craftsmanship showcases, and customization events.

 

Source: Huangpu district people's government