[In the Picture] Wingzz China 2026: Why shops in Shanghai are looking less and less like stores

In Shanghai, the boundaries between retail, media, technology, and logistics are blurring at breakneck speed. Stores are becoming media channels, brands are building communities around physical locations, and technology is increasingly integrating content, transactions, and logistics. This became clear during the first two days of the RetailDetail Wingzz China 2026 inspiration trip.

More than just the world’s factory

The trip began with a broader look at the Chinese fashion sector. Entrepreneur Vincent Djen outlined how the traditional model of low-cost mass production is giving way to more flexible, digital, and sustainable supply chains. As a result, the role of Chinese suppliers is also changing: they are shifting further and further away from pure manufacturing toward product development, material selection, and technological innovation. The relationship between European brands and Chinese manufacturers may also shift toward closer collaboration focused on speed, circularity, and R&D.