Jing'an Leverages CIIE to Attract Global Investment

Jing'an District held its 2025 CIIE Trade Fair and Investment Promotion Conference on November 7 at the National Exhibition and Convention Center, capitalizing on the momentum of the 8th China International Import Expo to draw international investors and buyers.

District Director Zhai Lei outlined the district's strategy to boost business growth, leveraging its international profile, concentration of high-end services and mature service economy.

Jing'an plans to drive a "dual engine" of advanced services and technological innovation through three industry initiatives – fashion-led consumer innovation, "culture + tech" and "AI+" – while strengthening the business environment to provide companies with predictable, efficient support.

At the conference, Cargill, L'Oréal, Calvin Klein, Coach, Kanebo, doTERRA, PMI Foods and Eisai signed procurement and cooperation agreements. Jing'an's CIIE trading group has ranked first in Shanghai for intended procurement value for seven consecutive years, with orders this year accounting for a quarter of the city's total.

On the investment side, 14 companies, including Northern.tech, Gap and Aster, signed agreements covering technology, commerce, cultural media, energy and pharmaceuticals, underscoring the district's appeal to international firms.

Debuts and breakthroughs

Jing'an companies launched new products, technologies and services at the CIIE. Through eight CIIE editions, participation has steadily increased from 16 to 53 companies. Long-term exhibitors like L'Oréal, Cargill, Sanofi, doTERRA, SYR, Vale, Mitsubishi Materials and Philips offer stability, while newcomers like PVH, Sherwin-Williams and Polymerize add energy. Returning firms like Crocs strengthen a collaborative ecosystem.

L'Oréal unveiled 26 new products, including three Asian-first brands and four beauty-tech innovations, and launched a joint medical research laboratory with Huashan Hospital. Marc Antoine Poulle, senior vice president of L'Oréal North Asia and China, described the CIIE as "a powerful symbol of China's commitment to openness and innovation and a unique opportunity to introduce our latest products to Chinese consumers."

At CIIE, Calvin Klein showcased interactive activities focused on sustainability, and Vale showcased forest conservation and energy-transition metals. doTERRA introduced a 300-square-meter booth, new mugwort oil with Chinese elements, and investment plans. Grin showed immersive New Zealand displays, and SYR demonstrated a water treatment product with German technology and local manufacturing that could be exported to Germany.

Showcasing industry strengths

Jing'an showcased its global services, beauty technology and lifestyle innovation strengths in three signature exhibition areas at the CIIE. The Global Service Providers Joint Exhibition Area connected service providers with global enterprises and showcased the district's professional services ecosystem by showcasing top international legal, ESG, insurance and investment firms.

The Beauty Nova Tech Hub demonstrated the district's "government + medical research + enterprise" model. L'Oréal China and Huashan Hospital opened a lab to commercialize high-precision skin scanners and home-use phototherapy devices. The hub launched the "Beauty Hub" initiative with WWD to help international beauty brands enter China and local startups enter global markets.

The district's flagship platform for global product launches, Jing'an Grand Hall, expanded to 600 square meters this year to host lifestyle brands like Snow Peak, Riedel, Glencairn Crystal, Sandriver, THE HOLIDAY PROJECT and Joyce Beauty. The hall created a dynamic fashion ecosystem and promoted Jing'an as a hub for global trends, new consumer experiences, and integrated cultural, tourism and commercial innovation by combining international brand first launches with a gateway for local brands going global.

Zhangyuan's "first launch + bonded" warehouse was notable. The heritage building's 221-square-meter facility stores, appraises and displays jewelry, watches and luxury accessories for launch events. The CIIE featured four international jewelry brands: UTOPIA (Milan), CAPOLAVORO (Munich), MATTIOLI (Turin), and RUSSO CAMMEI (Naples), with UTOPIA and CAPOLAVORO debuting in China. Brands converted exhibits into bonded product sales in the hall using the warehouse's efficiency and lower operational expenses. Post-expo product displays will institutionalize the event's impact and strengthen Jing'an's trade hub status.

Full-cycle strategy

Jing'an implemented a full-cycle approach to transform short-term expo exposure into sustained economic impact. Before the show, exhibitors visited Nanjing Road W. landmarks to see the district's vibrant commercial scene and investor-friendly environment. The event promoted procurement deals, coordinated investment and the clustering of high-value and emerging industries.

The district explored trade, innovation and investment opportunities through roundtables and partnerships, including with the New Zealand Shanghai Business Association, which formed lasting partnerships. To maximize CIIE's regional impact, Jing'an wants "one-time participation" to deliver long-term benefits.

Over eight years, Jing'an has moved from using the CIIE platform to shaping its impact.

Adopting more open policies, innovative systems and refined services will strengthen Jing'an's contribution to Shanghai's goal of becoming a high-level, open, globally connected economy, improving its business environment, developing multinational headquarters and raising its economic profile.