Shanghai puts March-announced “first-launch economy” measures into concrete form and begins accepting subsidy applications (China)

The Shanghai Municipal Commission of Commerce published new application guidelines for subsidies for projects meeting 3 requirements and began accepting online applications. The 3 areas covered are the opening of first stores and flagship stores that are the first in the world or Asia, the launch or exhibition of new products and services in Shanghai, and the debut of new products worldwide at exhibitions.

The subsidy rate is 30% of eligible costs, with a cap set for each area. 1) The opening of first stores and similar facilities is eligible for a maximum of ¥1 million, rising to ¥1.2 million for openings during the First Launch Shanghai campaign period; 2) exhibitions and other events in Shanghai are eligible for a maximum of ¥1 million, rising to ¥1.2 million during the same period; and 3) exhibitors are eligible for a subsidy covering 30% of their expenses, capped at ¥500,000, with the cap increased to ¥600,000 during the period.

Applications are accepted from 1 January 2025 through 30 September 2025. In principle, contracts must be executed, expenses incurred and receipts issued within 1 year of the relevant opening, event or activity. Each brand may apply in only 1 area, only 1 applicant may apply for the same new-product launch event, and the total subsidy is capped at ¥3 million.

According to the published guidelines, applications must be submitted online through the corporate policy services portal within 一網通弁, Shanghai's administrative procedures portal. The article also reports that approximately 3,000 first-launch economy-related events were held in Shanghai in 2025, that 1,093 stores of domestic and overseas brands made their first entry into the city, and that the cumulative total since 2018 was 8,472 stores.