Shenzhen offers incentives to lure brand debuts (2026-2029)

The Shenzhen Municipal Commerce Bureau has unveiled a three-year action plan, effective Aug. 30, 2026, to accelerate the development of Shenzhen’s premiere economy. The plan encourages domestic and international brands to launch their first stores, debut products and inaugural exhibitions in the city. The full text is available at: https://commerce.sz.gov.cn/xxgk/zcfgjzcjd/gfxwj/content/post_12932057.html 

The measures aim to foster new business models, services, technologies and consumption scenarios; meet growing demand for personalized, diverse and high-quality products and services; and support Shenzhen’s ambition to become a globally influential consumer hub.

I. Building a strong ‘Shenzhen Premiere’ brand

Shenzhen will promote the “Shenzhen Premier” brand by supporting high-profile domestic and international brands in hosting launch events. Internationally influential automobile, 3C digital, AI hardware and smart-terminal brands that hold premiere events in Shenzhen may receive subsidies covering up to 30% of their venue rental, event setup and promotional costs, with a maximum subsidy of 1 million yuan. Support will also be available for brands making their debut on globally recognized rankings.

2. Shenzhen will develop world-class business districts and commercial blocks into hubs for brand debuts, attracting brands to establish launch centers and host debut events. The city aims to cultivate 50 “hot-selling flagship products” that enjoy strong consumer acclaim, offer compelling features and hold significant global market share. Innovative products in fashion, technology, consumer electronics and advanced manufacturing will be prioritized.

3. Brands will be encouraged to host debut exhibitions during major events, including the China Hi-Tech Fair, the International Cultural Industries Fair, Shenzhen Fashion Week and the Shenzhen Global Investment Promotion Conference. Cross-sector collaborative events will also be supported.

II. Expanding and upgrading the first-store economy

4. Support will be provided for the establishment of new first stores in Shenzhen by international, national and city-level brands. Support will also be available for domestic smart-terminal brands opening showrooms and experience centers in key commercial areas. Eligible projects may receive one-time rewards of up to 3 million yuan.

5. Operators of commercial complexes that successfully attract high-profile first stores and experience centers may receive annual rewards of up to 2 million yuan.

III. Building a supportive service ecosystem

6. Shenzhen will establish streamlined approval procedures for launch events, expedite customs clearance for new products, and support bonded display and trading. Districts are encouraged to establish dedicated service channels for first-store and launch-event projects.

7. The city will bring together media organizations and industry associations to publish a “must-buy” city gift list featuring brands that have made their debuts in Shenzhen. Store maps, themed events, and advertising at landmarks and on public transportation will further raise the visibility of the first-store economy.

8. Government departments, industry associations and enterprises will work together to establish dedicated service agencies for the first-store economy, conduct market research and facilitate information sharing. These efforts will create a coordinated, cross-sector support framework for product launches, exhibitions and forums.