[Video provided by the Information Office of Shanghai Municipality]

Saed El-Achkar, regional manager of Greater China at H&M – the leading global fashion retailer – has expressed his unbounded enthusiasm for the opportunities in the Chinese market.

Since relocating to East China's Shanghai with his family in early 2023, he says he's been captivated by the city's diverse architecture and vibrant culture.

He believes that the recent discussions at the Third Plenary Session of the 20th Central Committee of the Communist Party of China – regarding the integration of the real and digital economies – will greatly benefit both local and foreign businesses.

El-Achkar noted that the booming digital economy was reshaping global commerce, prompting H&M to strengthen its online and offline integration.

The company has revamped its flagship store on East Nanjing Road and expanded its presence on e-commerce platforms such as JD.com.

"Our multiple e-commerce platforms are vital links between customers and the brand," he said, emphasizing the importance of offering a seamless shopping experience.

As an experienced and a top professional in the fashion industry, El-Achkar recognizes the rapid pace of change in consumer behavior in China.

He noted that Chinese consumers are sophisticated and have clear preferences, requiring companies to constantly adapt.

"Our new strategy aligns with consumers' desire for fashionable, high-quality and affordable products," he explained.

H&M has participated in the China International Import Expo for three consecutive years now, showcasing its commitment to innovation and sustainability in the fashion sector.

El-Achkar highlighted the company's ongoing collaboration with Chinese suppliers to promote a greener production value chain.

Looking ahead, El-Achkar said he's optimistic about H&M's long-term prospects in China – attributing this confidence to the improving business environment and ongoing reforms aimed at enhancing market access and intellectual property protection.

"China has always been – and will continue to be – an important market for H&M," he concluded, reaffirming the company's commitment to expanding its retail presence in the region.