On March 16, the Launching Ceremony of 2025 National Premium Products Debut Season & "FIRST in Shanghai" Event Series kicked off at Zhangyuan, Jing'an Ditrict. At the luanching ceremony, the Shanghai Municipal Commission of Commerce officially released the Measures to Further Promote the High-Quality Development of Shanghai's First Launch Economy (FIRST in Shanghai 3.0), strengthening institutional innovation and service support to enhance the debut environment for domestic and international brands.
As a key driver in Shanghai's journey to becoming an international consumption hub, the "FIRST in Shanghai" Event Series has been evolving since 2018, when the city pioneered its FIRST in Shanghai 1.0. Over the years, it has expanded to seven designated demonstration zones, with the FIRST in Shanghai 2.0 introduced in April 2024 to support product debuts, showcases, and exhibitions. In 2024 alone, this initiative facilitated approximately 3,000 brand launch events and welcomed 1,269 new flagship stores.
Now, FIRST in Shanghai 3.0 takes things further, optimizing the environment for global product debuts through enhanced exhibition support, streamlined customs processes, and financial incentives.
The new policy introduces ten measures, including three major new initiatives:
Expedited Inspection for Imported First-Launch Consumer Goods
Shanghai will pilot a streamlined inspection process for imported consumer products featured in first launches, shows, exhibitions, and stores. A dedicated First Launch Economy White List will be established to optimize product qualification procedures and introduce differentiated inspection models, significantly improving customs clearance efficiency.
Fast-Track Clearance for First-Launch Imported Cosmetics
Non-retail imported cosmetics participating in FIRST in Shanghai events will be exempt from special cosmetic registration and general notification/filing requirements. These products will benefit from fast-track clearance with exemptions from label inspections and lab testing, aligning with sample import regulations.
Enhanced Support for Product Launches at Trade Exhibitions
Brands unveiling global-first products at major exhibitions in Shanghai may receive subsidies of up to RMB 500,000 (up to 30% of eligible costs) based on innovation and patent criteria. During the FIRST in Shanghai event period (March–May, 2025), the maximum subsidy will be increased to RMB 600,000.
With FIRST in Shanghai 3.0, the city continues to solidify its status as the premier global launch destination, offering an optimized environment for brands worldwide and accelerating the development of an international consumption center. For cosmetic companies, in particular, the fast-track clearance policy presents an excellent opportunity to enter the Chinese market with greater ease and efficiency.
