China News Service, Shanghai, November 8 (Reporter Chen Jing) More than a hundred years ago, Zhang Garden, the most famous public space in Shanghai at the time, held three sensational "Treasure Fairs", where global treasures gathered, competed, and were circulated. Today, in the Zhang Yuan Exhibition Hall in the National Exhibition and Convention Center (Shanghai), the venue of the CIIE, Zhang Yuan’s “Jing’an Living Room” opens its doors to guests from all over the world.
On the 8th, the reporter visited Zhang Yuan’s “Jing’an Living Room”, which combines Shanghai-style elegance and modernity. A suspended and colorful roller coaster track came into view – this is the main design axis of this year’s Zhang Yuan exhibition hall, “Saizhen Amusement Park: Tomorrow’s Track.” The audience walked along the suspended track, as if they were entering a rare contemporary “garden party” in the world.
Swiss collectible independent watchmaking brand De Bethune brings a variety of collections, including million-level watches that are limited to 50 pieces worldwide; German high-end jewelry brand CAPOLAVORO brings the Grace1991 diamond ring that won the 2026 INHORGENTA AWARD to China for its first exhibition; Swiss brand Matthia's& Claire brings 18K gold jewelry that is as flexible as fabric and precious watches that are limited to the world; Italian Paolo Piovan Gioielli’s first-ever art jewelry in China turns all natural things into wearable miniature sculptures.
This year, in the bonded exhibition area of Zhangyuan’s “Jing’an Living Room”, the total value, unit volume and launch density of exhibits all hit new highs. Last year, Zhangyuan Bonded Warehouse’s exhibitors were mainly jewelry, and the participating brands were intended to “test the waters” of the Chinese market. This year, the bonded exhibition categories have further extended to areas such as high-end watches and artistic home furnishings. Zhangyuan Bonded Warehouse is using its larger display capacity and higher undertaking capabilities to help global brands make their debut at the CIIE.
In the Zhang Yuan exhibition hall, the newly released film "Shanghai Zhang Yuan·Century of Sai Zhen: A Never-ending Wonder of Sai Zhen" transforms Zhang Yuan's historical memory into digital images, and the extended Shanghai-style digital patterns are made into cultural and creative products such as CIIE limited edition badges. Audiences receive digital ticket stubs through live interaction. As a result, "Saizhen" from a hundred years ago is no longer just a historical term, but has become Zhang Yuan's contemporary IP that can be disseminated, transformed, and taken away.
At this CIIE, Zhang Yuan officially launched the "Zhang Yuan 365 Collection Season" and announced a series of plans for subsequent bonded extensions and first store openings. It is reported that a number of major first stores have been launched, covering diverse fields such as high-end watchmaking, high-end sports and fragrance lifestyle. The1916 Company and Zhang Yuan signed a strategic agreement, and the intention to open the first store in De Bethune nationwide was simultaneously settled. Subsequently, the watch business brand LIVINGTIME, a subsidiary of Chow Tai Fook Jewelry Group, signed an agreement for the first store, which will present a timepiece exchange venue with both quality and style around watch culture; Sweaty Betty, Eternal fragrance and other brands will also sign contracts one after another.
At the same time, Zhang Yuan opened the “second scene” of the CIIE into the century-old Shikumen in the center of Shanghai. Compared with the main booth, it has a longer exhibition period and a more leisurely negotiation scene. After the CIIE, the exhibits do not need to be evacuated and are transported directly back to the bonded warehouse for further expansion. The 6-day exhibition period is thus extended to 365 days of normalized display and acceptance.
The TTS. Aishangmei online flagship store built by "Meichuangjingjie" was launched for the first time during the CIIE. As an important carrier of the spillover effect of the CIIE, "Mei Chuang Jing Jie" has opened up a new online conversion channel for "turning exhibits into commodities", helping China's cutting-edge domestic products shine, while bringing global high-quality personal care products to consumers' fingertips, and continuing to consolidate the "6+365" year-round display and trading system.
It is reported that the TTS. Aishangmei online flagship store brings together hundreds of high-quality brands from many countries (regions), focusing on all categories of skin care, make-up, fragrance, body care and internal beauty treatments, and strictly selects local scientific and technological beauty products incubated by "Mei Chuang Jing Jie" and internationally imported goods.
From the "Zhen Hui" Beechcraft a hundred years ago to today's world premiere in a bonded warehouse, Zhang Yuanzheng has transformed the "spillover effect" of the CIIE into a strong driving force for reshaping business paths - allowing global treasures to not only stay for 6 days, but to enter the streets of Shanghai for 365 days. (over)
