Recently, the "FIRST in Shanghai 3.0" policy was formally announced to further optimize the environment for global product debuts and attract leading brands from both domestic and international markets. The Debut Economy is becoming a new engine for Shanghai to develop into an International Consumption Center City.

Located in the Jing'an District of Shanghai, Zhang Yuan––with a history of over 140 years––has drawn more than 30 domestic and international brands to open their first stores. From its century-old Shikumen architecture to a hub for product debuts, it exemplifies Shanghai’s innovative “Debut Economy”, redefining consumer experiences.

Since its reopening in 2022, Zhang Yuan has transformed into an international brand "arena", hosting an average of 1.5 global product debuts each week and attracting 30,000 visitors daily. Recently, several debut events of international brands from France, Japan, and others have brought in a large crowd of consumers.

Shanghai is accelerating innovation to allow consumers to be the first to own the new. Within the Shikumen of Zhang Yuan, new arrivals of international brands can undergo a seamless process of bonded display, inspection, and transactions.

Though in the size of a milk tea shop, the Shikumen building is highly significant. It is the smallest bonded warehouse in downtown Shanghai. With the help of smart cameras and the Internet of Things, the imported exhibits can clear customs rapidly, which enables consumers to pick up their purchases the day after attending exhibitions.

Nowadays, the West Nanjing Road business district, including Zhang Yuan, hosts over 2,000 well-known domestic and international brands. In addition to high-fashion labels, anime IPs are also making their debut here.

A 12-meter-tall inflatable sculpture, along with the global premiere of an animated film, has brought a beloved childhood animation character to Shanghai for its first exhibition in the Chinese mainland. Featuring a variety of unique foods and themed exhibition areas, the event opened a "Dokodemo Door" into the anime world.

First stores, debut exhibitions, debut shows ... Shanghai now welcomes an average of three new first stores each day. They have served as a new driver as the city seeks to become an International Consumption Center City.