2026中国第19届上海国际冲调饮品/健康饮品OEM代工展览会（PLF亚洲自有品牌展）

As one of the sustainable and professional industry events in the Chinese supermarket supply chain ecosystem, the 19th Shanghai International Supermarket Procurement and OEM Labeling Exhibition in 2026 will be held as scheduled at the Shanghai New International Expo Center in 2026. The exhibition has been held for 18 consecutive sessions, gradually building an efficient supply and demand docking platform covering 31 provinces, regions and municipalities across the country and radiating to the Asia Pacific market. Unlike general comprehensive exhibitions, this exhibition focuses on "precise matching, value reconstruction, and chain collaboration" as its core, focusing on the two-way evolution of supermarket channel upgrading and manufacturing flexibility response capabilities, becoming an important window for observing the structural changes in China's retail supply chain.

Exploring the professional depth of exhibitions from the perspective of channel transformation

Currently, the Chinese supermarket industry is undergoing a triple deep evolution: firstly, traditional hypermarkets are accelerating their transformation towards community, boutique, and digital transformation, with SKU streamlining and an increase in the proportion of their own brands occurring simultaneously; Secondly, the integration of instant retail and online supermarkets has given rise to the "small order quick response" order model, which puts forward new re for upstream OEM/ODM enterprises in terms of sampling cycle, small minimum order , and compliance response capability; Thirdly, the ESG concept is deeply embedded in procurement standards, and green packaging materials, low-carbon processes, and traceable raw materials are shifting from bonus points to entry thresholds. In this context, the value of exhibitions has long surpassed information display and shifted towards on-site verification of systematic solutions.

Based on ten years of data accumulation from its Food&Hotel series exhibitions, a dynamically updated purchaser profile database has been constructed, covering diverse buyer types such as national chain supermarkets, regional leading supermarkets, emerging membership based warehousing stores, and cross-border distribution platforms. The database is labeled and graded according to category preferences, new product development pace, and self owned brand construction stage. The "targeted invitation+demand pre matching" mechanism is activated before the exhibition, and participating companies can obtain a targeted procurement intention list before setting up the exhibition, significantly reducing ineffective communication costs. This data-driven service based on real business logic is a capability leap that most similar exhibitions have not yet achieved.

It is worth noting that Shanghai, as the major economic center of China and the core hub of the Yangtze River Delta integration, has a natural advantage in industrial synergy in its exhibition ecology. The National Convention and Exhibition Center (Hongqiao) is located adjacent to the Yangtze River Delta manufacturing cluster, with a two-hour transportation circle covering the food packaging base in Kunshan, Jiangsu, the seasoning and fast food production capacity in Jiaxing, Zhejiang, and the dairy OEM system in Chuzhou, Anhui. The geographical proximity makes the cooperation reached on site less likely to be signed with intention, and easier to extend to deep collaboration such as on-site factory inspection, joint research and development, and capacity sharing. The physical foundation of this' exhibition is the starting point of the chain 'constitutes the fundamental difference between the Shanghai exhibition area and similar events in other cities.

The paradigm shift of OEM OEM exhibition: from OEM execution to joint innovation

In the past decade, OEM (Original E Manufacturer) branding has been widely understood as a linear relationship of "the first party provides the plan and the second party produces". But the trend presented at the 2026 exhibition indicates that this paradigm is crumbling. More and more supermarket buyers are no longer satisfied with simple OEM, but are seeking partners with composite capabilities such as formula research and development, sensory testing, regulatory adaptation, and packaging structure innovation. The exhibition site will set up a special area called "Self owned Brand Innovation Laboratory" to showcase three types of capability upgrade cases:

Technical OEM: If a freeze-dried fruit and vegetable supplier with HACCP and BRCGS dual certifications is available, they can customize sugar reducing versions of fruit crisps for supermarkets and provide nutritional claims support simultaneously;

Design driven factory: a flexible packaging enterprise that focuses on reducing plastic packaging and optimizing the unboxing experience. It has developed differentiated structures such as repeatable sealing, braille labeling, and child safety locks for multiple regional supermarkets;

Data collaborative service provider: a third-party organization that integrates consumer terminal scanning data, e-commerce platform comment semantic analysis, and store sales heat maps, assisting supermarkets in defining new product positioning and providing reverse guidance to contract factories to adjust flavor spectrum.

This transformation means that if participating companies only compete based on their production capacity or price advantages, they will face systemic marginalization risks. The "Supermarket Private Brand Strategy Closed Door Meeting" and "OEM Capability Maturity Assessment Workshop" held simultaneously with the exhibition are designed to guide the manufacturing side to complete cognitive upgrading. Shanghai Bohua International Exhibition Co., Ltd. does not advocate simplifying exhibitions into "booth rental services", but instead promotes the establishment of trust contracts between supply and demand sides in a higher dimension through content planning, agenda design, and resource introduction. For example, the cooperation between an East China baking OEM and a Southwest chain supermarket facilitated by the 2025 exhibition has expanded from the initial 5 SKUs to jointly building regional central kitchens and jointly applying for local specialty food group standards - such cases are becoming a new benchmark for measuring the effectiveness of exhibitions.

It is worth pondering that as global supply chain resilience becomes a consensus, the procurement system of Chinese supermarkets is forming a new logic of "nearshore collaboration": with Shanghai as the center, radiating to provinces such as Jiangsu, Zhejiang, Anhui, Henan, and Shandong, while ensuring delivery stability and retaining the agile genes of rapid iteration. The 2026 exhibition has particularly strengthened the linkage of regional industrial clusters, inviting institutions such as Suzhou Industrial Park Food Science and Technology Innovation Center and Hefei High tech Zone Health Food Research Institute to set up technical docking stations, promoting laboratory achievements to be directly connected to supermarket shelves through the exhibition channel. This is not only a spatial aggregation, but also a cross domain migration of knowledge, standards, and trust.

For companies planning to participate, exhibition decisions should not only be based on expected exposure, but also on examining their own readiness in the three dimensions of "product definition rights", "participation in standard setting", and "ability to implement sustainable development". What Shanghai Bohua International Exhibition Co., Ltd. provides is not a one-time booth, but an industry coordinate system that has lasted for 19 years - it records every step of the evolution from OEM to co creation, and also reflects the real leap of Chinese manufacturing in the retail value chain.

The PLF Global Retail Private Brand Products Asia Exhibition kicked off grandly at the Shanghai New International Expo Center. It is the year of the rise of our own brand. Retail colleagues from all over the country gather here to seek innovative answers and capture the pulse of trends. Let's be full of enthusiasm and join hands to attend this annual event of our own brand!

作为中国商超供应链生态中具持续性与专业性的行业盛会之一，2026第19届上海国际商超采购及OEM贴牌展览会将于2026年在上海新国际博览中心如期举行。该展已连续举办十八届，逐步构建起覆盖全国31个省区市、辐射亚太市场的高效供需对接平台。不同于泛泛而谈的综合性展会，本届展会以“精准匹配、价值重构、链式协同”为内核，聚焦商超渠道升级与制造端柔性响应能力的双向进化，成为观察中国零售供应链结构性变革的重要窗口。

从渠道变革看展会的专业纵深

当前，中国商超业态正经历三重深层演进：其一，传统大卖场加速向社区化、精品化、数字化转型，SKU精简与自有品牌比重提升同步发生；其二，即时零售与线上商超融合催生“小单快反”订单模式，对上游OEM/ODM企业的打样周期、小起订量、合规响应能力提出全新要求；其三，ESG理念深度嵌入采购标准，绿色包材、低碳工艺、可追溯原料正从加分项转为准入门槛。在此背景下，展会的价值早已超越信息陈列，而转向系统性解决方案的现场验证。

依托旗下Food & Hotel系列展的十年数据沉淀，构建了动态更新的采购商画像数据库——涵盖全国连锁超市、区域性龙头商超、新兴会员制仓储店及跨境分销平台等多元买家类型，并按品类偏好、新品开发节奏、自有品牌建设阶段进行标签化分级。展前即启动“靶向邀约+需求预匹配”机制，参展企业可在布展前获取定向采购意向清单，显著降低无效沟通成本。这种基于真实商业逻辑的数据驱动服务，是多数同类展会尚未实现的能力跃迁。

值得注意的是，上海作为中国大的经济中心与长三角一体化核心枢纽，其会展生态具有天然的产业协同优势。国家会展中心（虹桥）毗邻长三角制造业集群带，两小时交通圈内覆盖江苏昆山的食品包装基地、浙江嘉兴的调味品与速食产能、安徽滁州的乳制品代工体系。地理邻近性使现场达成的合作不于意向签约，更易延伸至实地验厂、联合研发、产能共享等深度协作。这种“展会即链路起点”的物理基础，构成了上海展区别于其他城市同类活动的根本性差异。

OEM贴牌展的范式转移：从代工执行到联合创新

过去十年，OEM贴牌被普遍理解为“甲方出方案、乙方做生产”的线性关系。但2026年展会所呈现的趋势表明，这一范式正在瓦解。越来越多的商超采购方不再满足于简单贴牌，而是寻求具备配方研发、感官测试、法规适配、包装结构创新等复合能力的合作伙伴。展会现场将设立“自有品牌创新实验室”专区，集中展示三大类能力升级案例：

技术型代工厂：如具备HACCP与BRCGS双认证的冻干果蔬供应商，可为商超定制减糖版果脆并同步提供营养宣称支持；

设计驱动型工厂：专注包装减塑与开箱体验优化的软包装企业，已为多家区域商超开发可重复封口、盲文标识、儿童安全锁扣等差异化结构；

数据协同型服务商：整合消费终端扫码数据、电商平台评论语义分析、门店动销热力图的第三方机构，协助商超定义新品定位并反向指导代工厂调整风味谱系。

这种转变意味着，参展企业若仅以产能规模或价格优势参与竞争，将面临系统性边缘化风险。展会同期举办的“商超自有品牌战略闭门会”与“OEM能力成熟度评估工作坊”，正是为引导制造端完成认知升维而设。上海博华国际展览有限公司不主张将展会简化为“摊位租赁服务”，而是通过内容策划、议程设计与资源导入，推动供需双方在更高维度建立信任契约。例如，2025年展会促成的一家华东烘焙代工厂与西南连锁超市的合作，已从初5个SKU扩展至共建区域性中央厨房，并共同申报地方特色食品团体标准——此类案例正成为衡量展会实效的新标尺。

值得深思的是，当全球供应链韧性成为共识，中国商超采购体系正悄然形成一种“近岸协同”新逻辑：以上海为中枢，向江浙皖豫鲁等省份辐射，在保障交付稳定性的，保留快速迭代的敏捷基因。2026年展会特别强化了区域产业集群联动板块，邀请苏州工业园食品科创中心、合肥高新区健康食品研究院等机构设立技术对接站，推动实验室成果经展会通道直通商超货架。这不仅是空间意义上的集聚，更是知识、标准与信任的跨域迁移。

对于计划参与的企业而言，参展决策不应仅基于曝光量预期，更需审视自身在“产品定义权”“标准制定参与度”“可持续发展落地能力”三个维度的准备程度。上海博华国际展览有限公司所提供的，不是一次性的展位，而是一个持续19年的行业坐标系——它记录着从代工到共创的每一步演进轨迹，也映照出中国制造在零售价值链中真实跃升的刻度。

PLF全球零售自有品牌产品亚洲展于上海新国际博览中心隆重启幕。是自有品牌的飞升之年。全国零售同仁齐聚于此，追寻创新的答案，捕捉趋势的脉搏。让我们满怀热情，携手共赴这场自有品牌的年度盛会！

PLF跨采·第十八届全球零售自有品牌产品亚洲展得到美国自有品牌制造商协会的战略支持，由上海市自有品牌协会、亚东展览主办，跨采（上海）广告有限公司承办，是全球三⼤系列⾃有品牌展之一（荷兰阿姆斯特丹，美国芝加哥，中国上海）。本届展会实到源头实力参展商988家， 60000平方米展会规模，表现出亚洲市场强劲的自有品牌市场增速！

今日上午9点30分，展会开幕式于上海新国际博览中心南大厅正式举行。意大利对外贸易委员会上海代表处副代表俞客女士、IPLC国际自有品牌咨询公司管理合伙人科恩・德容先生、亚太零售商协会联盟秘书处常务秘书长查猜博士、浙江省连锁经营协会会长王钧耀先生、广东省连锁经营协会会长张小琳女士、云南省连锁经营协会会长胡渝明先生，以及主办方代表——上海市自有品牌协会会长姚铮女士、上海亚东展览有限公司副总经理罗刚先生共同出席开幕仪式并致辞。

众多来自国内外的连锁协会、贸促会、商会的领导嘉宾莅临现场，共同见证了PLF跨采·第十八届全球零售自有品牌产品亚洲展的盛大启幕。

为构建自有品牌供应商系统添砖加瓦

11月18日，零售企业齐聚PLF

对于自有品牌而言，供应商不仅是货物的来源，更是产品品质、品牌声誉、市场竞争力的根基。找源头工厂就来PLF跨采自有品牌展，一年一次的零售盛会——第十八届全球零售自有品牌产品亚洲展开幕的消息传遍零售圈，大家闻声而动，纷纷齐聚PLF跨采自有品牌展，寻觅供应商合作伙伴。
在PLF开展首日，沃尔玛、麦德龙、奥乐齐、京东、永辉、天虹、北京首航超市、成都伊藤洋华堂、大润发、大五合商贸、叮咚买菜、广东天福、广州易初莲花、孩子王、杭州网易严选、河南567鲜生超市、河南华豫佰佳、菏泽佳和购物广场、盒马、湖南佳惠百货、华润万家、联华超市、青岛利群、三江购物、山东新星、陕西全都实业、上海罗森、十足集团、许昌新大新、郑州丹尼斯百货、中石油等企业的品类经理、采购总监、自有品牌负责人等团队成员均悉数到场，寻新品，聊合作，为构建自有品牌供应商系统添砖加瓦！

“金星奖”评选VS创新星球

产品创新双子星含金量拉高

PLF，占领产品创新高地。第九届自有品牌“金星奖”聚焦零售企业年度创新新品，以“甄选好商品，创造高销量”为核心理念，旨在通过评选具有市场竞争力的自有品牌产品，助力零售企业提升销售表现。在中国自有品牌开发者大会上，上海市自有品牌协会副会长罗刚先生揭晓了第九届自有品牌“金星奖”获奖名单，并发布了深度评选报告。
“金星奖”获奖产品陈列区内，嘉宾们围绕每款产品的创新亮点热烈交流，现场气氛活跃。

PLF创新星球颁奖典礼如期举行，旨在表彰供应商近半年来上市的极具创新力的产品。本届PLF优质展团中，具备独立研发能力的企业不胜枚举，无论在技术创新、品类拓展还是功能升级方面，均交出不逊于零售企业的高分答卷。展会现场特设“PLF创新星球——新奇特商品展示区”，集中呈现这些成果。展区E2馆A17展位将持续开放至11月20日，欢迎各位嘉宾莅临参观。

产品创新，云集于此

前沿洞见，共振于此

展会之外，PLF的高品质论坛活动同样精彩纷呈。《自有品牌革命》作者及国际零售顾问科恩・德容在中国自有品牌开发者大会上说到，欧洲的零售企业正经受着来自折扣店潮流的压力，为此他提出了不同的进攻策略和防御策略，带领现场听众朋友不出国门就能了解欧洲零售市场和自有品牌的发展状态。
“目前，自有品牌在全球快消品中占比22.6%，这也倒逼企业开发自有品牌从可选项进阶到必选项。”尼尔森IQ中国客户成功零售部门负责人王伶在演讲中提到。以往，自有品牌开发只需要关注价格和品质，但是现在，还需要把握消费者喜好的变化，更好地和厂商合作，更好地巩固供应链优势。
如何引导中国消费者为自有品牌买单？如何依托中国的供应链基础，打造自有品牌？2025中国自有品牌开发者大会新颖的观点和具有建设性的意见，让听众深度思考。PLF，前沿洞见共振于此。

中小型零售企业供应链发展论坛、PLF品类实验室（含食品类与非食品类专场）的议题聚焦生产端实践，围绕“如何构建中小型零售企业数字化全渠道供应链”、“酒类从传统品类向高潜力细分赛道拓展”、“午餐肉品类如何实现外延突破”、“如何借力年货节引爆一次性用品销售”等一线供应商总结的经验，在PLF现场毫无保留地分享。

难怪有观众感慨：“PLF展会三天根本逛不完，时间完全不够用！”此外，开展首日，2025年中国自有品牌零售高层闭门会、2025年度生鲜大课、中小型零售企业供应链发展论坛、第九届自有品牌“金星奖”颁奖晚宴也如期举行。

搭建零供直通桥梁

助力商机满载而归

全球零售自有品牌产品亚洲展为行业创造多样化机遇，助力参展商全方位对接专业采购商。除常规展区外，展会还精心策划了6场专题零供对接会。开展首日，FMR零供对接会顺利举行。北京首航超市、成山农场（西安）、河北邢台家乐园超市、河南哈米客超市、黑龙江省庆购生鲜连锁超市、欢乐爱家超市、开封兆祥商贸、山东新星集团、苏小柳（上海）餐饮、甜递生活超市等企业携明确采购需求到场，与展商开展一对一洽谈，显著提升了对接效率。
来自湖南参展商的张先生表示：“非常感谢主办方为我们搭建了如此丰富的对接渠道，我们是可以溯源的工厂，以往找一个商超渠道都需要费九牛二虎之力，但是在PLF可以批量对接商超渠道，这是参加其他展会没有过的。”