Huangpu district has outlined its goals and key tasks for 2026–30 to strengthen its role as a core area supporting Shanghai's development as an international consumption center.

Overall goals

By 2030:

• Add around 100 high-level first stores, with such stores accounting for more than 10 percent of all newly added first stores.
• Develop distinctive cultural landmarks, experiential events, and consumer brands.
• Increase sales of goods eligible for departure tax refunds, expand inbound and service consumption, and boost international consumer traffic and spending.
• Attract more high-quality global brands, foster original Chinese and local brands, revitalize time-honored brands, and enhance brand value and influence.
• Upgrade community amenities and create a more convenient, flexible, and inclusive consumer environment.

Key tasks

1. Upgrade commercial areas

Nanjing Road

The western section will highlight Shanghai-style culture and integrate performing arts resources around People's Square. The central section will foster collaboration between trendy brands and established stores. Meanwhile, the eastern section will focus on international high-end retail. Both New One and Wing On Department Store will undergo upgrades to attract more global flagship stores and retailers offering integrated online and offline experiences. Middle Fujian Road, South Shanxi Road, and Middle Jiangxi Road will further promote their time-honored food brands, while the Guizhou Road area will be developed into a neighborhood with a distinctive local character.

Middle Huaihai Road

The eastern section will focus on developing the Greater Xintiandi area, anchored by projects such as Xintiandi Dongtaili, bringing together high-end commercial and office complexes.

The western section will develop fashion landmarks centered around malls such as Longfeng·PRSCO. Huangpu will leverage the import trade demonstration zone to attract more international brand flagship stores and enhance the area’s overall consumption quality.

Yuyuan Garden

The district will develop the Grand Yuyuan area, centered on Yuyuan Garden Malls, Fuyou Road, and the Bund Finance Center, transforming it into a hub for folk culture, tourism, and fashion. It will also accelerate the development of the Shanghai International Jewelry and Style District, enhancing its roles in exhibitions and trade, design and customization, brand consumption, innovation, and professional services.

2. Develop new forms of consumption

Create new customization experiences

Huangpu will develop a concentrated customization experience area spanning the South Bund Soft Spinning Material Market and Yuyuan Garden Malls. The area will feature clothing, jewelry, traditional-style makeup and styling, and time-honored craftsmanship, while weaving together tourism, cultural, and commercial offerings under the "Shanghai Style" brand.

Develop new nighttime consumption scenarios

Commercial complexes will be encouraged to introduce dynamic attractions such as live performances, themed light shows, specialty markets, and glasses-free 3D displays. The district will promote events such as the Show Life Night Market and Sinan Mansions Night Party as signature nighttime offerings. Efforts will focus on developing nighttime economy demonstration projects around Xintiandi–Taiping Lake and Yuyuan Garden.

Create distinctive consumption highlights

The district will develop themed streets featuring trendy toys and brands, while expanding experiential social activities, outdoor sports, and support for small local businesses.

Efforts will be made to broaden offerings for older consumers, including age-friendly products and services, health and wellness, leisure and entertainment, and convenient services. Green consumption will be promoted through new product launches, showcases, and exhibitions, as well as low-carbon upgrades in commercial areas.

3. Promote cross-sector integration

Create innovative consumption scenarios through cross-sector integration

Huangpu aims to unlock the potential of "Show Life" by developing new formats, including offline variety shows, immersive performances, brand showcases, and art exhibitions. It will focus on attracting international curators, artists, and professional institutions to develop an international exhibition and consumption hub.

Leverage events to drive consumption

The district will continue to host signature events including the Shanghai Tourism Festival, the Shanghai International Flower Show, and the Shanghai International Light Festival, while attracting more high-quality cultural and tourism events.

In addition, it will host major sporting events such as the Huangpu Half Marathon, the World Skate Marathon Tour (Shanghai), the World Snooker Shanghai Masters, and the WDSF Grand Slam Final, while fostering emerging sports, including esports.

Leverage ticket-linked consumption

Huangpu will develop a comprehensive ticket-linked consumption mechanism and support a one-stop platform that connects culture, commerce, tourism, sports, and exhibitions. By encouraging collaboration among events, museums, performances, tourism routes, commercial areas, and local businesses, the district aims to convert visitor traffic into consumer spending.

4. Strengthen brand development

Boost the debut economy

Huangpu will attract more premium flagship stores and global brands, and develop new product launch centers across its three major commercial areas. It will also seek to attract R&D and design centers of renowned domestic and international brands and strengthen ties between local commercial areas and events such as Shanghai Fashion Week and Shanghai New Customization Week.

Revitalize time-honored brands

The district will enhance the operations of time-honored brands by expanding online sales and supporting R&D for trendy, classic, and new products under established brands. It will also encourage these brands to explore new operating models and expand into international markets.

Foster local brands

Huangpu will cultivate local brands with strong fashion appeal and international potential. It will encourage leading local brands to participate in shopping malls, exhibitions, and fashion shows.

5. Advance smart commerce

Create integrated online and offline consumption experiences

The district will support brands in expanding their online presence through digital marketing, livestreaming e-commerce, and instant retail. The approach aims to create an integrated model that combines in-store experiences, online transactions, and instant delivery. Brands will also be encouraged to launch new products online while offering simultaneous offline experiences.

Unlock the potential of smart consumption

Huangpu will expand smart services to enhance the consumer experience, including shopping guidance, parking, payments, commercial maps, and promotional notifications. It will also develop smart services for community dining, elder care, childcare, and logistics delivery.

6. Improve the consumption environment

Huangpu will seek to add more downtown duty-free stores in key commercial areas and to improve the network of tax-refund stores. It will also promote the digital upgrade of the "refund-upon-purchase" service, facilitate cross-border payment wallets, and expand multilingual services to make consumption more convenient for international visitors.

Source: Huangpu district people's government