Wen Hui Bao: Innovation regulation helps global new products launch in China

According to Shanghai Customs, since the beginning of this year, Shanghai Customs has ensured the smooth import of 28200 batches of newly launched products, with a value of 590 million yuan, and both batches and amounts have exceeded the full year of 2025. Among them, Huaihai Xintiandi Import Trade Promotion and Innovation Demonstration Zone, the first national import trade promotion and innovation demonstration zone in the central urban area, had a total import value of 24.95 billion yuan in the first half of the year, up 95.2% year on year; The import value of consumer goods increased by 40.6% year-on-year, accounting for about 30%.
Fu Zheye, Supply Chain Manager of Linma (Shanghai) Trading Co., Ltd., a cooperative enterprise of Italian brand clothing in China, said, "High end fashion imports have strong seasonality, and the clearance time directly determines market performance. If the new Milan runway models cannot be cleared and put on sale in a timely manner, it is very easy to miss the best sales period in China
Last May, Shanghai Customs launched a pilot program to facilitate the inspection of first-time consumer goods. It pioneered the "white list+differentiated qualification assessment" inspection mode nationwide, accelerating and increasing the efficiency of seamless customs clearance for all categories of imported first-time consumer goods such as clothing, toys, and home appliances. Zhou Hong, Deputy Director of the Commodity Inspection Department of Shanghai Customs, introduced: "Customs innovatively uses the 'enterprise whitelist+differentiated qualification assessment' inspection mode to implement rapid inspection and release of first-time exhibition and debut products that do not enter circulation, as well as small batches of new products with less than 20 pieces per batch. Batch of new products with more than 20 pieces can be quickly inspected and released with laboratory testing reports
After understanding the demands of Linma Trading, Huangpu Customs helped enterprises apply to participate in the pilot program and explore the unified responsibility of local inspection - that is, if the inspection is successful, the first imported clothing port on the "whitelist" will be directly connected to the destination, and Huangpu Customs will carry out local inspection. Based on the testing report submitted by the enterprise, the customs will implement qualification assurance and conformity assessment. Among the first batch of high-end autumn and winter fashion collections included in the whitelist by Linma Trading, the customs clearance time for the styles that hit the inspection is almost half a month earlier than the traditional process, and the new styles are launched in high-end shopping malls across the country faster.
This facilitation measure is particularly suitable for the clothing import industry. Importing through this model has become a normal operation for us, and more than 50 batches of goods have been cleared quickly. The Italian headquarters has also handed over more limited edition and Asia Pacific debut products to the Shanghai team for operation, "said Fu Zheye.