From “Expo Traffic” to “Top Retention”: The Rise and Ambitions of a 1.4 Million sqm Global Showcase

Looking at the global landscape, the model of transforming exhibition traffic into lasting commercial value has been repeatedly proven—examples abound, from Singapore’s Suntec City to Germany’s Frankfurt Skyline Plaza. Inheriting this successful blueprint, Shouwei Center aims at international commercial benchmarks such as New York’s Fifth Avenue, Manhattan’s Hudson Yards, and Bangkok’s ICONSIAM, striving to create an everlasting “Global Showcase” in Hongqiao, establishing a strategic hub that connects brands to the world. This international positioning resonates perfectly with the development pulse of Shanghai’s Greater Hongqiao area.The clearest proof of this comes from the recently concluded 8th China International Import Expo: 922,000 cumulative visitors, 367,000 square meters of exhibition space, 4,108 overseas exhibitors… A series of record-breaking numbers underscore the role of the “Four-Leaf Clover” and Greater Hongqiao as a focal point of global value. The value of this prime land extends far beyond a six-day exhibition—it represents 365 days of continuous opportunity. Leveraging its inherent “international hub” advantage, Greater Hongqiao is achieving a leap in industrial capability through bold “cage-to-bird” transformations.This progress is particularly evident in the West Hongqiao district: Anta’s global retail headquarters has already installed its logo, with official operations expected next year; the Midea Global Innovation Park, a 7 billion RMB investment, was completed and launched in June, accommodating nearly 10,000 research talents; Bosideng’s Shanghai headquarters broke ground this summer, setting a new landmark for its fashion empire.

From establishing global headquarters to gathering high-tech enterprises, and with 14 “billion-yuan-tax” buildings rising, Greater Hongqiao has become a true headquarters cluster of the Yangtze River Delta, a “value magnet” where capital, talent, and innovative technology converge.At this intersection of national strategy and industrial opportunity, the Shouwei Center—adjacent to the National Exhibition and Convention Center, and a world-class integrated complex spanning 1.4 million square meters—is responding to the area’s upgrade needs with a bold new concept. For Shanghai, the Shouwei Center represents a leap in urban capability and a reshaping of the commercial landscape; for commercial real estate, it is more than a shopping center or lifestyle destination—it is a micro-city that redefines urban core commerce. Most importantly, it aspires to join the ranks of top global commercial destinations, standing alongside renowned retail landmarks in Europe and America, aiming to become an unmissable case in global commercial history.How will the Shouwei Center make its grand debut? The project recently released two major videos—a 3D architectural film and a brand concept video—revealing, for the first time, the strategic essence of its integrated “office + commercial + lifestyle” ecosystem. The videos showcase a commercial complex positioned as “Hongqiao’s premier, a Global Showcase,” rapidly taking shape: rooted in art, lifestyle, and culture, the center is designed to create a truly immersive, non-standard retail experience that makes spaces themselves perform.

The planned four thematic zones break traditional commercial boundaries, while a “one-stop Hongqiao hub + four subway lines overhead” transportation network ensures the center becomes a value platform linking the Yangtze River Delta with global markets.Revealing the “Six Firsts” Strategy: From Traffic Hub to Content Hub, Redefining the Core of Commerce.Amid booming regional economic development, the Shouwei Center, with its unprecedented scale and strategic vision, actively breaks the traditional commercial dilemma of “size without content.” Beyond the focus on first-store launches, it introduces, for the first time, the “Six Firsts” content strategy, injecting a fresh, robust wave of innovation into the industry.The “Six Firsts” strategy is a systematic, ongoing content renewal framework built around six dimensions: First Store, First Exhibition, First Launch, First Art, First Taste, and First Performance, forming a complete and dynamically evolving content ecosystem. Its positioning and function transcend a single commercial entity, aiming to serve as a city-level content magnet.First Store: A dialogue between global trends and Eastern aesthetics, focusing on flagship international brands and local “Guochao” concept stores, creating a platform for first-launch economics and new consumption patterns.First Exhibition: The first stop in Shanghai for global IPs, positioning the center as a launchpad and secondary hub for exhibition economics, in sync with the National Exhibition Center.

Hosting over 12 million quality visitors, it transforms exhibitions into the ecological core of the district, reshaping Shanghai’s “first exhibition economy.”First Launch: A high-impact urban stage, relying on massive LED screens and open streets, becoming the preferred platform for fashion releases, industry forums, and celebrity events, turning the center into a city-level event hub.First Art: Daily aesthetic experiences in public art, integrating digital art, theater, and public installations, creating spaces where art becomes part of everyday life, responding to consumers’ shift from functional to emotional engagement.First Taste: A global culinary journey, gathering Black Pearl restaurants, themed dining, and international cuisines, leveraging flavor experiences to reinforce brand differentiation.First Performance: A cultural vitality hub for all ages, including a parent-child micro-theater by Lianmei Group, year-round Shouwei Theater Festival, and Shouwei Music Festival, driving diversified cultural ecosystem development. By extending commercial spaces into cultural nourishment, customer dwell time and consumption frequency are significantly enhanced.According to Winshang.com, the core innovation of the “Six Firsts” strategy lies in three levels of elevation:Content Autonomy: Developing independent content creation with over 100 annual events, transforming from “space provider” to “content producer.”

Industry Integration: Combining international retail, business offices, cultural performance, luxury hotels, and global residences into a five-in-one ecosystem, breaking single-function retail norms and covering all-day consumption scenarios.Partnership Orientation: Moving beyond traditional leasing, the project co-develops content and cultivates audiences with brands, establishing a new profit-sharing collaboration model.A professional leasing team has been established, focusing on tenant survival and profitability.Mapping Scenarios: From Physical Space to Emotional Realm, Ushering in a New Era of Experiences.Commercial spaces are no longer mere transaction containers—they must continuously generate content and experiences. Facing homogenization and fatigue in retail, Shouwei Center collaborates with international top firms such as Lead8, Gensler, CallisonRTKL MOD, and Lab D+H, redesigning architecture, interiors, branding, and landscape to create holistic experiences.The newly released 3D architectural video showcases three landmark areas: SHOWAY Avenue, 360° Rooftop Park, and METRO PLAZA, corresponding to street retail, rooftop economy, and transit hub respectively, yet reconstructed with revolutionary concepts—signifying a shift in commercial real estate logic from “space management” to “scenario creation.”SHOWAY Avenue: An everlasting four-season showcase.

Positioned as West Shanghai’s first high-luxury, unique street district, modeled on Tokyo Ginza, New York Fifth Avenue, and Seoul’s Seongsu-dong, featuring clusters of premium, Guochao, and concept stores. Seasonal rotations—from spring skateparks to winter street ice festivals—ensure continuous content generation, transforming streets into an evolving showcase.360° Rooftop Park: A panoramic social energy hub, designed by Thailand’s Landscape Tectonix Limited, transforming the rooftop garden from a static green space into an active social arena, with yoga, live shows, open-air cinema, and sunset cocktail events creating lasting memories and emotional engagement.METRO PLAZA: A transit-experience touchpoint, turning the National Exhibition Center subway plaza into an urban living room and inspiration hub, with LED digital screens integrating commerce, art, and daily life, converting passive commuting into active exploration.These three zones represent a fundamental commercial logic shift—from “space thinking” focused on layout and tenant mix to “field thinking” that drives behavior, emotions, and memory. The project recognizes that consumers now seek experiences over mere transactions.Toward Reality: Shouwei Center as a World-Class “Global Showcase”.With the 2026 opening approaching, the Shouwei Center is steadily transforming from grand blueprint to tangible reality. Its leasing mix includes a 5,000+ sqm self-operated luxury department store spanning seven categories, covering luxury, fashion, and lifestyle.

From product planning to global supply chain integration and promotion strategies, the project leads all aspects. International first-store brands from Italy, Japan, and Seoul are actively launching, demonstrating its strong global commercial appeal.As Lianmei Group’s inaugural “Shouwei” commercial project, it builds on nearly 30 years of industrial experience and diversified collaboration. Supported by listed companies Lianmei Holdings and Zhaoxun Media, and leveraging ecosystems across energy, real estate operations, and tech-driven consumption, the Shouwei Center is firmly resource-backed.For brands, joining Shouwei Center means:Securing strategic high ground: Embedding within China’s most dynamic economic core, tapping into annual high-end expo traffic and the Yangtze River Delta’s vast consumer market.Integrating into a policy experiment zone: Benefiting from trade facilitation and investment liberalization to innovate brand models and market expansion.Accessing global traffic portals: Leveraging the Expo platform and regional hub to link global resources, achieving international brand exposure and first-launch effects.As a key commercial component in the business district blueprint, Shouwei Center enhances regional capability, enriches urban functions, and provides world-class “commerce + culture” experiences that attract high-end talent and consumers, accelerating Greater Hongqiao’s transformation from a business district into a vibrant international city. This initiative not only advances commercial development but also supports national strategy, enhances urban soft power, and empowers the Yangtze River Delta to build a world-class city cluster.