Original Title: Notice on Issuing the "Action Plan for the High-Quality Development of the Fashion and Consumer Goods Industry in Jiading District (2023–2025)"
Jia Jing [2023] No. 7
To: All Town People’s Governments; Relevant Commissions, Offices, and Bureaus of the District Government; Subdistrict Offices; the Administrative Committees of Jiading New Town, Jiading Industrial Zone, and Juyuan New District; and Jiading Customs:
Upon approval by the District Government, the "Action Plan for High-Quality Development of the Fashion Consumer Goods Industry in Jiading District (2023–2025)" is hereby issued to you for implementation.
Jiadong District Economic Commission, Shanghai
Shanghai Jiading District Commerce Commission
Shanghai Jiading District Science and Technology Commission
Shanghai Jiading District Culture and Tourism Bureau
Shanghai Jiading District Market Supervision Administration
June 5, 2023
Action Plan for the High-Quality Development of the Fashion and Consumer Goods Industry in Jiading District (2023–2025)
As a key driver for meeting the public’s new consumption needs, shaping a new fashion identity, and stimulating new industrial vitality, the fashion and consumer goods industry is an integral part of Shanghai’s “3+6” new industrial system.To implement the guiding principles of documents such as the “Shanghai Action Plan for High-Quality Development of the Fashion and Consumer Goods Industry (2022–2025)” and the “Outline of the 14th Five-Year Plan for National Economic and Social Development and Long-Range Objectives Through 2035 of Jiading District, Shanghai,” and in light of Jiading’s actual conditions, this Action Plan is formulated to accelerate the development of a fashion and consumer goods industry cluster in Jiading District, promote high-quality economic development, highlight the city’s character, enhance its soft power, and boost its reputation.
I. General Requirements
(1) Guiding Principles
Guided by Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, and in accordance with the Shanghai Municipal Government’s decisions and arrangements for promoting the high-quality development of the fashion and consumer goods industry, this plan seizes the opportunities presented by the high-quality development of manufacturing in the new development stage and the diversification of consumption. It positions the fashion and consumer goods industry as a key focus for meeting new consumer demands, shaping a new fashion identity, and stimulating new vitality in the sector. The plan upholds the principle that a fashionable lifestyle and the consumer goods industry mutually reinforce each other, deepens efforts to “improve quality, expand variety, and build brands,”accelerate technological integration, functional innovation, design and R&D, and digital transformation; create diverse consumption scenarios; expedite the formation of a new pattern of all-round open cooperation; and strive to build Shanghai into an international consumption hub city while embodying Jiading’s distinctive characteristics within the dual-circulation strategy.
(2) Development Goals
Centering on the overall goal of building a modern, new-type city in Jiading during the 14th Five-Year Plan period, we will leverage the exemplary and leading role of industrial parks such as Zhongguang International to enhance the independent innovation capacity of the fashion consumer goods industry. We will continuously advance the intelligent, distinctive, and branded development of the industry, achieve breakthroughs to generate demonstration effects and radiating influence, and build a fashion sub-center rooted in Shanghai, oriented toward the nation, and radiating globally.
By 2025, we aim to establish several specialized industrial parks for fashion consumer goods, enhance the reputation of Zhongguang International as a national-level industrial park, and create a new model for the integration of industry and commerce; cultivate a group of leading enterprises and top-tier companies with international competitiveness, and foster a cohort of specialized, refined, distinctive, and innovative “little giant” enterprises with unique craftsmanship; build 10 specialized digital application scenarios for the fashion consumer goods industry and 50 scenarios integrating fashion consumer goods with shopping, services, and culture;The scale of the district’s fashion consumer goods industry will exceed 60 billion yuan, with an average annual growth rate of 6%.
II. Key Areas
1. Fashion · Express Shopping: Focusing on emerging online consumption needs, leverage the leading role of top e-commerce platforms, encourage the development of innovative e-commerce business models, and significantly enhance corporate product innovation and brand service capabilities. Vigorously develop new e-commerce formats such as community e-commerce, unmanned retail, and live-streaming retail. Encourage e-commerce platforms, service providers, and supply chains to expand both online and offline channels, thereby creating a self-contained, advanced marketing system with unique advantages, and building a high-quality online consumption industry chain that attracts customers from near and far.Focusing on the innovation and upgrading of consumption scenarios, and leveraging the series of shopping festival events, we will accelerate the development of digital business districts within large commercial complexes, promote the integration of coffee culture into fashionable lifestyle districts, and strive to create a number of distinctive commercial streets that combine fashion hotspots with international trends, providing consumers with more diverse and tailored product and shopping experiences.Focusing on distinctive automotive brands, we will organize various promotional activities for new energy and smart connected vehicles that resonate with the public, and implement municipal policies such as subsidies for the replacement of new energy vehicles and the purchase of green and smart home appliances. (Responsible Units: District Commerce Commission, District Economic Commission, District Culture and Tourism Bureau)
2. Fashion · Digital Intelligence: Deeply apply advanced additive manufacturing technologies, artificial intelligence, VR/AR, the metaverse, and other immersive digital technologies to strengthen innovation in content, technology, models, business formats, and scenarios. Drive the iterative upgrading of various digital consumer trends and spur the development and upgrading of consumer brands. Strengthen the research and development of smart cultural equipment and promote creative digital content and digital theme design services.Actively promote digital creative industries such as esports, gaming and animation, live streaming and short videos, and original IPs; build digital cultural brands; lead digital cultural consumption; and establish a new high ground for the digital economy. (Responsible Units: District Science and Technology Commission, District Economic Commission, District Commerce Commission, District Culture and Tourism Bureau)
3. Fashion · National Trend: Fully leverage the advantages of intangible cultural heritage (ICH) and promptly integrate Jiading elements. Using popular attractions such as Nanxiang Old Street, Guyiyuan, Jiading Wisteria Garden, and Jiabei Wilderness Park as platforms, lead ICH-inspired fashion consumption through events like the National Trend ICH Garden Festival;Building on Jiading’s existing resources, implement an ICH project enhancement plan, using the Malu bamboo weaving craft as a pilot to create new symbolic IPs for the city’s brand image. Support the creation and development of a range of ICH-inspired cultural and creative derivatives, souvenirs, and digital collectibles featuring Jiading’s cultural characteristics, such as straw weaving and bamboo carving. (Responsible Unit: District Culture and Tourism Bureau)
4. Fashion & Design: Focus on fields such as industrial design, creative design, advertising design, and digital design. Using the North Hongqiao Fashion and Creative Industry Park and Zhongguang International as hubs, attract the clustering of cultural and creative enterprises in fashion and creative design, industrial design, and related sectors. Centered on cosmetics, sports equipment, and automotive interior and exterior trim, vigorously promote upgrades in product appearance, functionality, craftsmanship, and service models.Cultivate high-quality design enterprises and support the establishment of design innovation centers and exemplary leading enterprises. Encourage enterprises to actively participate in initiatives such as “Shanghai Design 100+” and “Fashion 100+” with a focus on improving quality, expanding product varieties, and building brands, thereby elevating the standing of leading regional brands. (Responsible Units: District Economic Commission, District Commerce Commission (District Cultural and Creative Office))
5. Fashion · Flavors of Jiaxing: Focusing on green foods, organic products, healthy condiments, and healthy beverages, we will raise food safety standards and flavor profiles while strengthening product iteration capabilities. By prioritizing taste, safety, and nutritional value, we will continuously develop green, natural, and healthy products. We will leverage the brand influence of agricultural products such as “Malu Grapes,” “Nanxiang Xiaolongbao,” and “Huating Honeydew Melons” to promote the integrated development of the food industry with rural revitalization and cultural tourism.Vigorously guide the catering industry to meet mainstream public demand, fostering a distinctive tea beverage service ecosystem. (Responsible Units: District Market Supervision Bureau, District Economic Commission, District Commerce Commission, District Agriculture and Rural Affairs Commission, District Culture and Tourism Bureau)
6. Fashion & Culture: Amplify the brand influence of the “Shanghai Auto Culture Festival.” Through automotive-themed events, highlight Jiading’s charm as a “Cradle of Culture and Education, Smart Auto City,” and promote the integrated development of culture, sports, and tourism. Innovatively create the “Wo Jia” series of public cultural spaces, deepen the construction of the “15-minute public cultural service circle,” and continuously improve the development of these spaces, their content, and management mechanisms.Leveraging public arts education flagship projects such as “Fall in Love with the Art Museum,” “I’m Here to Learn Seal Carving,” and “Poly Art Classroom,” we will further extend high-quality public cultural services to grassroots levels and promote the high-quality development of public cultural services. (Responsible Units: District Culture and Tourism Bureau, District Economic Commission, District Commerce Commission (District Cultural Innovation Office), District Sports Bureau)
III. Key Initiatives
1. Action to Foster Integrated Business Models and Consumption.
Guide enterprises to develop integrated online-offline service consumption scenarios and promote the convergence of fashion and consumer goods with lifestyle services such as health, elderly care, early childhood education, cultural tourism, and sports.Seize key consumption windows during holidays such as the Spring Festival and the Lantern Festival to launch a series of vibrant, pioneering, and distinctive consumption scenarios that embody Jiading’s unique character. Encourage commercial enterprises to organize various themed activities, leverage the “5.5 Shopping Festival” platform, and host the “Jiading Shopping Festival” series. Guide distinctive commercial districts, such as the Zhouqiao Scenic Area, to develop signature weekend markets and nighttime economy brands.We will release cultural tourism itineraries, integrate cultural activities into commercial spatial planning, encourage the development of the night economy and commercial districts, and promote the integrated development of cultural tourism and consumption. We will develop distinctive industrial tourism by leveraging the tourism resources of the new city, fully tapping into the potential of industrial tourism, and creating premium industrial tourism experience routes. We will accelerate the introduction of new consumer formats such as high-end beauty brands, exclusive launch brands, and quality lifestyle retail to drive the upgrading of the consumer ecosystem.(Responsible Units: District Commerce Commission, District Economic Commission, District Culture and Tourism Bureau)
2. Drive Digital Innovation and Intelligence Initiative.
Accelerate the integration of AI, 5G, big data, and other technologies with the R&D, production, management, and operations of fashion and consumer goods, and accelerate the digital transformation of all elements, stages, and the entire value chain of the fashion and consumer goods industry. Strengthen Jiading’s gaming and animation industry, accelerate the development of the metaverse sector, and prioritize the construction of the “Nanxiang Gaming Valley.”Support the construction of smart factories and cloud-based production control platforms, and accelerate the cultivation of a cohort of digital manufacturing solution providers. Develop smart, visualized, and transparent supply chains; promote the upgrading of hardware and software facilities for warehouse and logistics management; and encourage enterprises to collaborate with supply chain partners on digital upgrades. Explore the application of technologies such as virtual reality, big data, and the Internet of Things (IoT) to drive the R&D and adoption of smart devices, and build information consumption spaces and a smart commercial IoT ecosystem. (Responsible Units: District Science and Technology Commission, District Economic Commission, District Commerce Commission)
3. Action Plan to Build Wujia’s “National Trend” Hub.
Leveraging Nanxiang Old Street, launch the comprehensive planning for the “Intangible Cultural Heritage Street” to create a revitalization base integrating exhibition, heritage transmission, cultural and creative experiences, and innovative development. Focusing on the inheritance and innovation of “traditional arts and crafts,” establish a series of campus-based heritage transmission bases, traditional craft research and innovation centers, innovative design hubs, and master studios to gradually enhance the influence of the Intangible Cultural Heritage Park.Leveraging popular attractions such as Guyi Garden, Jiading Wisteria Garden, and Jiabei Wilderness Park, and capitalizing on traditional festivals like the Wisteria Season, Flower Festival, Lotus Festival, and Chrysanthemum Exhibition, we will host ICH cultural and creative markets to encourage the creation and development of ICH-inspired cultural and creative products, souvenirs, and digital collectibles that embody Jiading’s unique cultural and tourism characteristics.With the Malu bamboo and rattan weaving craft as the primary pilot project, support the innovative research, development, and production of a series of bamboo and rattan cultural and creative products that combine “practicality, functionality, and artistry.” These products will align with the aesthetic preferences of the people in the new era and form new IP symbols that embody the city’s brand image.Accelerate the integration of culture and tourism, break down market barriers, and introduce Malu bamboo and rattan household items and cultural and creative products into scenic areas, hotels, and commercial complexes, enabling Malu bamboo and rattan weaving products to better integrate into daily life and meet market demand. (Responsible Unit: District Bureau of Culture and Tourism)
4. Promote the "Design Empowering Industry" Initiative.
In fields such as the “New Four Modernizations” of the automotive industry, smart sensors and the Internet of Things (IoT), and healthcare, guide enterprises to treat design as a driving force for innovative development. Leverage design’s leading and catalytic role in related industries to achieve product differentiation and enhance core competitiveness. Empower industrial development through industrial and digital design, strengthen design innovation capabilities in key core areas, and advance the construction of national-level industrial design centers, municipal-level design innovation centers, and design-leading demonstration enterprises.Fully leverage the design resources of higher education institutions such as the Shanghai Institute of Arts and Crafts, deepen “university-local government cooperation,” and enhance creative design capabilities. Promote the digital transformation of the advertising industry and improve the planning, design, digitalization, and greening levels of the exhibition and convention industry. Focusing on the development of Jiading New City and North Hongqiao, accelerate the introduction of design headquarters and R&D centers to establish operations in the area. (Responsible Units: District Economic Commission, District Science and Technology Commission, District Commerce Commission, District Market Supervision Bureau, District Investment Promotion Center)
5. Initiative to Strengthen the “Taste of Jiading” Value Chain.
Focusing on the “full industrial chain,” we will promote the integrated development of the industry chain, including cultivation and breeding, production and processing, distribution and sales, and logistics services. We will emphasize the inheritance of time-honored brands and the innovation of traditional crafts, and encourage commercial complexes and other venues to strive to become landmarks of Shanghai’s International Culinary Capital. We will leverage the influence of mid-to-high-end brands in niche sectors and focus on cultivating locally popular restaurants with both strong brand reputation and excellent service.Modeling after the “Shanghai Coffee Culture Festival,” we will host the “Jiading Coffee Culture Festival” to integrate coffee culture into trendy lifestyle districts. By collaborating with brands and masters across the coffee industry chain, we will establish a new hub of fashion and vitality in Jiading. We will encourage enterprises to play a leading and exemplary role and support their participation in the formulation and revision of relevant national, industry, and local standards. We will host international and domestic industry forums and summits to enhance the sector’s influence.(Responsible Units: District Market Supervision Bureau, District Economic Commission, District Commerce Commission, District Agriculture and Rural Affairs Commission, District Culture and Tourism Bureau)
6. Initiative to Promote the “Cultural Jiading” Brand.
Organize themed activities covering automotive culture, automotive tourism, automotive consumption, and automotive lifestyle to showcase the charm of “a land of humanistic education and a smart automotive city,” further promoting the integrated development of culture, sports, and tourism, and establishing the Jiading New City automotive culture brand. Create the “Wo Jia” series of public cultural spaces—Wo Jia Show Space, Wo Jia Reading Space, and Wo Jia Art Space—to fully leverage the synergistic effects of the Jiading District Public Cultural Space Alliance and provide diverse experiences for the public to share in aesthetic and artistic education.Utilize technological tools such as big data analysis to conduct supply-and-demand surveys and achieve precise matching. This will facilitate the delivery of richer, more diverse, and personalized cultural resources—tailored to the needs of the public—to the “Wo Jia” series of spaces, thereby promoting the high-quality development of public cultural services and enhancing local cultural identity. Implement the “Cultural and Museum Exhibition Tour” initiative to extend high-quality cultural and museum resources to scenic areas, parks, commercial districts, streets, schools, and communities.(Responsible Units: District Culture and Tourism Bureau, District Economic Commission, District Commerce Commission (District Cultural Innovation Office), District Sports Bureau)
IV. Support Measures
1. Establish a Policy Support System.
Fully leverage the incentive and guiding role of fiscal funds, effectively utilizing special funds for promoting high-quality industrial development, the cultural and creative industries, and the service sector. Coordinate efforts between the district and towns to achieve effective resource allocation. Thoroughly implement national measures to optimize tax administration for enterprises in new consumption sectors, and better harness the effects of tax and fee reduction policies.Improve the mechanism for industry-finance integration, strengthen services for enterprise listings, and build a diversified, multi-tiered, and multi-channel investment and financing system. Encourage various financial institutions to provide specialized services to enterprises and to conduct loan businesses secured by intellectual property rights and revenue rights. (Responsible Units: District Economic Commission (District Financial Affairs Office), District Commerce Commission (District Cultural and Creative Industry Office), District Finance Bureau, District Tax Bureau)
2. Promote the development of industrial parks.
We will aggregate high-end resources and focus on shaping distinctive regions to create a group of brand-name industrial parks with clear leading industries, comprehensive industrial functions, well-developed supporting facilities, and strong influence and competitiveness.Establish a tiered cultivation system for fashion and consumer goods, comprising “Municipal-Level Specialized Parks – District-Level Specialized Parks – Incubation-Type Specialized Parks.” Formulate a “Seven-in-One” operational management mechanism for specialized parks, namely: “one industrial plan + one spatial plan + one operational team + one public service platform + one centralized service center + one industrial special fund + one set of park-specific policies.” (Responsible Units: District Economic Commission, District Commerce Commission)
3. Optimize talent recruitment and training mechanisms.
Leverage the advantages of the “Shanghai·Jiading Talent Hub” platform to establish a platform for talent recommendation and communication. Strengthen the integration of industry, academia, research, and application to broaden talent development channels, and promote the establishment of a high-level, multidisciplinary talent development system by key enterprises, institutions of higher education, and industrial parks.Relying on the “Jucheng Talent Plan,” focus on key areas of the fashion and consumer goods industry to attract, gather, cultivate, and develop a group of leading talents, industry professionals, and international talents, gradually forming a multi-tiered, diversified, and high-caliber talent pool for the fashion and consumer goods industry. (Responsible Units: District Human Resources and Social Security Bureau, District Education Bureau, District Science and Technology Commission)
4. Strengthen Intellectual Property Protection.
Encourage enterprises to actively utilize intellectual property licensing mechanisms to vigorously develop and strengthen brands in the fashion and consumer goods industry. Intensify intellectual property protection efforts, guide enterprises to enhance their awareness and capabilities regarding intellectual property protection, improve mechanisms for identifying counterfeiting and infringement violations, and establish dedicated service mechanisms to connect with enterprises. Promote the establishment of protection and circulation mechanisms for virtual fashion IP. (Responsible Units: District Publicity Department, District Market Regulation Bureau, District Culture and Tourism Bureau)
