On June 9, the 2026 National Tour of Famous Chinese Consumer Brands – Made in Shanghai event launching ceremony was held in Changning District, where a series of major announcements and industrial achievements were unveiled. Among the attendees were Zhang Ying, deputy secretary-general of the Shanghai Municipal Government; Deng Xiaoding, second-level inspector of the Consumer Goods Industry Department of the Ministry of Industry and Information Technology; and Liu Ping, deputy secretary of the CPC Changning District Committee and director of Changning District.

At the ceremony, the 2026 Made in Shanghai event was officially launched. As a high-level matchmaking platform for Shanghai’s fashion consumer goods industry, the event has been cultivated for six years, dedicated to building the “Fashion Shanghai” IP. It promotes fashion consumption through domestic brands and trendy products, continuously facilitating supply-demand matching, project implementation, and the global expansion of domestic brands. It advances the construction of a full-factor ecosystem, striving to become an international fashion origin, a trend gathering place, an innovation source, and a consumption leader. Under the theme “Shanghai Fashion • Smart Quality Life,” this year’s event focuses on creating a comprehensive industry exchange hub integrating a launching ceremony, themed forums, digital exhibition halls, brand digital archives, and immersive interactive experiences.

The Action Plan for High-Quality Development of Shanghai’s Fashion Consumer Goods Industry (2026–2028) was officially released. This new three-year action plan comprehensively charts a course for accelerating the high-quality development of Shanghai’s fashion consumer goods industry, focusing on three major dimensions: enhancing high-quality supply, building an innovation ecosystem, and creating a synergy of industrial safeguards.

Shanghai continues to leverage its agglomeration advantages in the fashion consumer goods industry, optimizing the business environment to attract quality industrial projects. At the ceremony, eight key projects in the fashion consumer goods sector were selected and launched by representatives from the respective companies through a simultaneous touch-screen release. The eight projects – including Changning’s Hempel China Fashion Industry Innovation Center, as well as the Icicle Fashion Accessories Project, the CHICMAX Technology Park smart factory, the Jingrong Seamless Apparel Center, the Snow Bear Maternal & Baby Appliances’ new smart factory, the Öarmilk Dairy new factory, the Yeswood smart home production and auxiliary building, and the Xinghe Yuanjie trendy toy IP industrial base – further solidify the foundation of Shanghai’s fashion consumer goods industry.

The 2026 “Fashion Shanghai” Innovative Product Directory was also unveiled on site. A total of 24 innovative products with distinctive characteristics of Shanghai brands and smart manufacturing were selected, showcasing the innovative achievements of local brands from R&D to market launch. Several local brands from Changning made the list, including CHICJOC’s Alpaca horn button sleeve coat, UNICA’s 001 premium wool cashmere coat, MEJJY’s zero-pressure custom men’s suit, and Fabrique’s moonlight cicada wing embroidery series of women’s fashion.

As a core collaborative district for Shanghai’s fashion consumer industry and a demonstration zone for global new product launches, Changning leverages its first-mover advantage in the Hongqiao Fashion and Creative Industry Cluster to continuously drive innovation in the fashion consumer goods sector. At the ceremony, the “Fashion Changning • Joyful Consumption” Three-Year Action Plan (2026–2028) was simultaneously released. The plan sets six key directions: building the “Fashion Changning” brand, laying out “six categories” of fashion consumption, connecting the full chain of “R&D-production-trade-brand,” deepening the “introduction-cultivation-retention” mechanism, creating new fashion consumption scenarios, and establishing an industrial development support system. It establishes Changning’s fashion consumption identity with “global trends” as its strategic core and “China-chic light luxury” as its development signature.

Following that, the Changning District Government and the Orient International (Holding) Co Ltd signed a strategic cooperation agreement. Building on their strong foundation of cooperation, the two sides will leverage their respective resources to deepen district-enterprise collaboration and industry-city integration, achieving mutual empowerment between quality industrial resources and local fashion venues. They will join hands to promote coordinated progress and support Shanghai’s high-quality development.

To further explore the innovation potential of Chinese consumer brands and improve the system for nurturing quality brands, the 2026 China Consumer Brands Industry Innovation Competition was promoted on site, focusing on empowering the industrial innovation of consumer goods through artificial intelligence, injecting continuous new momentum into the industry’s innovation.

Leveraging the momentum of this event, four “Quality PLUS” themed forums were held following the launching ceremony. Co-organized by the Shanghai Promotion Center for City of Fashion, the Shanghai Industrial Internet Association, together with the Shanghai Daily Chemistry Trade Association, the Shanghai Furniture Association, and WWD China, the forums explored four specialized areas: AI implementation, beauty tech and smart manufacturing, green-intelligent integration in home furnishings, and technology reshaping fashion.

The digital exhibition hall for fashion consumer goods opened at Changning’s Columbia Circle and will be free to the public through June 10. Centered on three key areas — beauty and health, fashion technology, and cultural heritage — it unveiled for the first time an upgraded “eight categories” map of fashion products. The hall brought together 23 benchmark Shanghai brands, including LaoFengXiang, Guangming, Dreame, Öarmilk, Yeswood, KANS, Warrior, Dovetail, Bloks, and Qingmei. Through diverse digital technologies such as AI-driven flexible collaboration, panoramic data visualization, 3D holographic imaging, and multi-sensory experiences, it reimagined the exhibition experience and created a “Smart Living Experience Space” – tasteful, intelligent, and warm.

The event was co-hosted by the Shanghai Municipal Commission of Economy and Information Technology, the Shanghai Municipal Commission of Commerce, and the Shanghai Municipal Administration for Market Regulation, with the District Commission of Commerce serving as the organizer. Leaders and guests attending the ceremony included Liu Shuhui, Party secretary of Donghua University; Zhu Yi, president of Orient International (Holding) Co Ltd; Pan Yan, deputy director of the Municipal Commission of Economy and Information Technology; and Zhao Yongzun, deputy director of Changning District.