[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.

This development is also visibly reflected in Shanghai’s shopping districts. There, the physical store is increasingly less of a standalone sales channel. Brands use their locations to build a world around the product, engage a community, and create content that continues to live on digitally. At ColumbiaCircle, various local lifestyle brands share a redeveloped historic site, where the brands reinforce one another through a shared atmosphere and target audience.

On Dongping Road and Donghu Road, too, it becomes clear just how closely retail and positioning are intertwined. Minimalist architecture, wellness, and a slower pace of consumption have become integral parts of the offering. The store sells not only a product but also a specific lifestyle and identity.

Behind experience lies cutting-edge technology

On the second day, the focus shifted from the retail floor to the infrastructure behind it. At JD.com’s Asia No. 1 logistics center, robots, artificial intelligence, and automated sorting support the scale and speed of Chinese e-commerce. This automation delivers three to five times greater efficiency.

Closer to the consumer as well, technology is becoming increasingly intertwined with retail processes. Sunmi builds systems that integrate checkout, payment, self-service, and mobile ordering. As a result, technology is becoming less of a separate layer and more of the operational foundation on which stores run.

Content and commerce are converging

Xiaohongshu, better known as RedNote, makes this integration even more evident. Consumers discover products there through lifestyle content and recommendations, build trust within the platform, and can then proceed directly to a purchase.

The underlying theme is therefore broader than simply “China is leading the way in technology.” Shanghai primarily showcases a retail model in which production, brand experience, content, sales, and logistics are no longer organized as separate disciplines. It is precisely this integration that makes the Chinese market relevant to European retailers seeking new ways to connect physical and digital channels.