Emerging tech brands seize Shenzhen malls as smartphone giants retreat

The report noted that only 38% of their stores are in suburban areas as of 2025.

Brands across smartphones, drones, 3D printing, and smart wearables are actively expanding their offline store networks, filling vacancies in Shenzhen’s urban shopping malls.

According to a JLL report, emerging categories, such as 3D printer maker Bambu Lab and audio brand Shokz, have rapidly expanded their offline presence over the past two years.

The report noted that only 38% of their stores are in suburban areas as of 2025, with the majority planted squarely in high-traffic urban centres.

Moreover, several emerging brands have opened large-format flagship stores in urban benchmark projects to maximise brand exposure.

However, established smartphone brands, including Honor and Oppo, carry a significantly higher proportion of suburban stores compared with emerging brands, reaching 69% in 2025.

The retail expansion is underpinned by manufacturing momentum. In February 2026, Bambu Lab announced plans to build a manufacturing headquarters in Guangming District capable of producing over 3 million 3D printers annually.