SHANGHAI, March 27th, 2026 —— On March 16th, the Shanghai Municipal Commission of Commerce released a comprehensive plan to build the "Shanghai Customization" brand and boost consumption upgrading and expansion. The plan specifies the integration of customized consumption themed activities with major consumer festivals throughout the year, the setup of "Shanghai Customization" experience zones at major diplomatic and cultural events such as the China International Import Expo, Shanghai Fashion Week and Shanghai International Film Festival, and the guidance for travel agencies to create customized themed tourist routes by incorporating customized consumption experience clusters into travel products.
Recently, Julia Zhu, Partner of CIC, shares her in-depth insights on the boundless potential of "Shanghai Customization" with Oriental Finance Channel’s 632 Observation Show.
Here are the key takeaways from the interview:
Global Inspirations and Local Identity
When asked about successful international precedents, Julia highlighted Paris as the quintessential model, where "haute couture" and "artisanal craftsmanship" have become synonymous with the city's identity. By intertwining urban temperament, artisanal spirit, and international fashion events, Paris has cultivated a globally recognized label that immediately resonates with consumers seeking bespoke experiences.
Domestically, Chengdu stands out as an exemplary case. By deeply integrating local cultural elements—pandas, Shu embroidery, and Sichuan opera—with creative industries, trendy brands, tourism, and dining, Chengdu has successfully balanced local authenticity with commercial appeal and youthful energy. Visitors are drawn not merely to sightseeing but to immersive, localized consumption experiences.
Brand Collaboration Strategy
When discussing the government’s encouragement for international brands to incorporate local elements through co-branding, Julia outlined four critical considerations for successful collaborations:
Cultural Fit: The brand’s own culture must align with the urban temperament and local culture to avoid forced collaboration.
Brand Enhancement: The partnership should elevate the brand’s image and foster a stronger emotional connection with local consumers.
Customer Acquisition Efficiency: Co-branding should reach newer and broader consumer groups to boost topic popularity and dissemination.
Commercial Viability: The collaboration must be grounded in sound commercial logic, from supply chain and licensing to pricing and profitability.
Leveraging Pudong’s Unique Assets
With access to world-class destinations like Lujiazui and Disneyland, Pudong is positioned to play a pivotal role in the “Shanghai Customization” initiative. Julia suggested several strategies to maximize these assets:
First, design customized Pudong travel routes with linked ticket stubs, allowing a single ticket to access various scenic spots, and introduce mutual preferential policies among connected attractions.
Second, create dedicated check-in and experience points in multiple scenarios such as business districts, hotels and scenic spots, enabling consumers to enjoy customized consumption and experiences wherever they go.
The Devil is in the Details
The comprehensive plan addresses supporting infrastructure including multilingual services, convenient payment systems, tax refund mechanisms, and parking facilities. Julia emphasized that consumption upgrades ultimately hinge on micro-level experience optimization.
For discerning customization-seeking consumers, details matter: optimized parking guidance, one-click ride-hailing assistance, and luggage storage services can significantly enhance visitor accessibility and comfort. Beyond driving traffic, these refinements encourage extended dwell times, unlocking subsequent consumption opportunities and deeper experiential engagement.
Future Outlook of Shanghai Customized
Julia expressed optimistic expectations for the initiative's evolution over the next two to three years: the emergence of benchmark customization brands spanning fashion, beauty, home furnishing, and lifestyle categories, seamlessly integrating into Shanghai's urban fabric.
Ultimately, the vision is for "Shanghai Customized" to become a mindshare-capturing label—a mental shortcut where global audiences instinctively associate Shanghai with bespoke excellence, using the brand as a window to understand and experience the city's unique allure.
About CIC
CIC is a professional consulting firm offering tailored end-to-end support across the full investment and financing lifecycle. The firm boasts a world-leading track record in guiding landmark first-in-sector IPOs across global markets, alongside unrivaled reach and in-depth coverage capabilities across specialized niche market segments.
CIC helps enterprises refine scalable business models and craft compelling capital narratives to enable seamless access to global capital markets, while serving as a trusted due diligence partner to investment institutions. It delivers granular industry insights and direct access to subject matter experts, empowering clients to identify high-value opportunities and mitigate critical risks effectively.
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