Shanghai’s Nanjing Road W. is to cooperate with some of the world’s top shopping streets to import their advanced commercial concepts and export local brands, it was revealed at the annual Nanjing Road Forum on Wednesday.

TheJing’an District street is to establish close ties with the Champs-Elysees in Paris, Via Montenapoleone in Milan, Orchard Road in Singapore and Regent Street and St James's Street in London.

The six iconic commercial zones will hold a variety of activities in fields of art, fashion, sports and theater and launch tourism projects to encourage people to visit, the forum heard.

They will also share information and apply emerging technologies to study customers and upgrade commercial layouts to counteract online retailing.

They will also support local brands to promote their names in overseas countries by opening brick-and-mortar stores, launching pop-up stores and holding exhibitions.

Commercial experts at the forum discussedhow to turn Nanjing Road W. into a world-class shopping destination.

Edouard Lefebvre, manager of the Champs-Elysees management committee, said both streets were rich in history yet showcased many new arrivals. It was important for Nanjing Road to attract new customers from all over the world with its historical yet modern charms.

Steven Goh, president of Orchard Road's commerce federation, suggested governments step up efforts in improving infrastructure and greenery, and adding roadside installations or activities to encourage people to come and stay.

Jill Sinclair, representative of Regent Street and St James's Street, said Nanjing Road could further combine heritage and design and develop the creativity industry.

Zhu Peiliang, chairman of commerce and company federation of Nanjing Road, said world-class commercial zones not only had a great shopping ambience but also showcased local history and culture. He said it was of vital importance to introduce more local brands and combine the road’s culture with its layout.