Promote the Four Brands of Shanghai and Restart China’s Reform and Opening up, a Conversation with Secretary of the CPC Jing’an District Committee

Released on:2018-07-09

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Introduction to the Guest
An Lusheng, Secretary of the CPC Jing’an District Committee

 

Interview Background

 

An Lusheng, Secretary of the CPC Jing’an District Committee, attended Citizen and Society as a guest for a face-to-face communication with Qin Chang, the hostess, on the construction of the “four brands” in Jing’an District.

 

Hostess:

 

Hello everyone! Today we’ll have a conversation with An Lusheng, Secretary of the CPC Jing’an District Committee. Secretary An, today we’ll have the interview in Starbucks Reserve Roastery at West Nanjing Road. Was the uniqueness of the store the most important reason why you decide to shoot the program here this time?

 

An Lusheng:

 

The store was opened on December 6 last year. By now, it has been in operation for more than half a year. During this period, it always has a large people flow every day, and the record is up to over 10 thousand people. Why is it so attractive? I think the main reason is its innovation of business model. You can see the roasting process of the coffee beans, and the store also allows you to appreciate the coffee and buy what you want retail, which is a brand new model.

 

Hostess:

 

We can step into the store alone, wander around, touch the items we are interested in, and even chat with the assistant standing at the bar. It is exactly the new difference we pursue when promoting the “Shanghai Shopping” brand today. When we promote the “Shanghai Shopping” brand, the connotation of shopping is different from the explosive buying that we once said. After deep inquiry, I feel that the store almost includes all elements of the “four brands” of Shanghai.

 

An Lusheng:

 

Shanghai itself is a favorable destination and tourist attraction for the tourists from all around the world. Why do they come? First, they come to see the city quality of Shanghai. Second, they come to experience the culture of Shanghai. The consumption in Shanghai can be both traditional and fashionable, and the store is the most stylish and popular one in Shanghai currently. Actually, people come here for sightseeing, for experiencing, and also for a different kind of consumption.

 

Hostess:

 

In Jing’an District, among the “four brands” of Shanghai, the most outstanding one is the “Shanghai Shopping” brand. For the deployment and planning of “Shanghai Shopping” in Jing’an District, which are the characteristics and key points of Jing’an District, and which are the unique, excellent and outstanding ones compared to other districts?

 

An Lusheng:

 

Jing’an District is the best embodiment of “Shanghai Shopping”. On May 28, Secretary Li Qiang specially came here for a survey, and we reported the conditions we saw to him. Taking West Nanjing Road as an example, its length is just over 2 kilometers while the area of the commercial street is of 1.28 million square meters. It gathers more than 2000 famous brands, among which, 60% are international brands. The key is that for new product launch in China, West Nanjing Road is the first choice. Now there are 138 Chinese flagship stores and 76 Asian flagship stores at West Nanjing Road. Cost efficiency is another important point. At West Nanjing Road, we can see top luxury brands, entry lux brands favored by the young and traditional time-honored brands. The variety is wide and rich, which brings people much convenience.

 

Hostess:

 

Diversity is the biggest feature of Jing’an shopping. That day, we went to Wujiang Road and Fengsheng Lane, and heard a concept there -- “back street economy”. On both sides of Nanjing Road, there are bypasses of great depth, and beside the bypasses, there are lots of small streets and alleys.

 

An Lusheng:

 

The bypasses and back streets play a very important role in building West Nanjing Road a world-class landmark commercial street. Hence, we specially hired a world-class consulting firm to make and issue a blueprint for the development of back street economy. The main frame of the blueprint is “1+11”, “1” refers to the main street, namely West Nanjing Road, and “11” refers to the 11 back streets including Wujiang Road, Weihai Road, and North Shaanxi Road. Each of the back streets has its own features supplementing each other.

 

Hostess:

 

The “global purchase” and “global sale” of West Nanjing Road has a solid resource foundation and excellent historical advantages. Through constant excavation and development, more space will be found available for cultural consumption of a higher quality. I know that you are the road chief of West Nanjing Road. Could you please tell us something about it?

 

An Lusheng:

 

Every district leader is responsible for a road in terms of environmental quality, and we call them road chiefs. A road chief needs to walk on the road under his/her jurisdiction often to find and resolve problems. Our present goal is to make West Nanjing Road a road at which people can sit just on the ground. We are working hard toward this direction.

 

Hostess:

 

To make West Nanjing Road a road at which people can sit just on the ground is quite a high standard.

 

An Lusheng:

 

Shanghai requests Jing’an District to be a demonstration area for fine management. As the first street, West Nanjing Road shall manage it first.

 

Hostess:

 

In order to introduce a business model similar to Starbucks, the system must be innovated, and the store is an example of system innovation. Did the innovations be combed during system innovation of the store? Which innovations can be replicated in the future? Which ideas and methods that promoted the innovation of the system can be a routine of Jing’an District in the future?

 

An Lusheng:

 

Starbucks was introduced into Jing’an District at the beginning of 2016. At that time, it met a headache. The business model never existed before, so there was no reference to study how to roast coffee in a business place.

 

Hostess:

 

Bureau of Market Regulation was responsible for such problems before.

 

An Lusheng:

 

We discussed and studied the problem together with relevant departments in Shanghai and the General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China to find out the answer. We believe that such innovation must be encouraged, and the legal barriers shall be broken through. Afterwards, we specially formulated a regulation for coffee roasting workshops, namely Detailed Rules for the Implementation of the Review of the Open Production Certificate for Coffee Roasting in Shanghai, which could be a reference. There are lots of things like that. Take beer as an example. In the past, people drank canned beer in beer houses, but now in Fengsheng Lane, beer is directly fermented and produced in the stores, thus providing people with the freshest beer. Perfume will be another example. In the future, it can be portioned out in the stores and be customized. More and more lines of business like this will appear in Jing’an District in the future.

 

Hostess:

 

For the government, on hearing something not complying to the current regulations, its first reaction should be trying to facilitate its success with an open and inclusive mind as long as it’s something new, instead of rejecting the new things since they are not in accordance with the regulations.

 

An Lusheng:

 

Right. Our attitude is to encourage and support innovation at first. Of course, the bottom line must be guarded. We have two bottom lines: safety and environment. As long as the bottom lines are not stepped over, namely it’s safe and reliable and the environment is guaranteed, it could be explored and carried out.

 

Hostess:

 

Jing’an District gathers numerous world-class consumer goods companies. Only through different innovations can the companies win the market and constantly attract consumers, so they have innovation motivation and innovation requirements. So it is important for us to provide them with areas with good business environment and public services with an atmosphere of innovation. Is this a new challenge for officials of all departments in Jing’an District?

 

An Lusheng:

 

Yes! Why do the well-known companies, including product launches, choose Jing’an District? Besides the great location of Jing’an District, the business environment and atmosphere of innovation are also very important. We stick to living up to the highest international standard and level.

 

Hostess:

 

Jing’an District positions itself as a “global service provider”. Secretary An, what does it mean?

 

An Lusheng:

 

Shanghai’s three-year action plan for “Shanghai Service” proposed to build featured service brands, among which the first was to build an “international Jing’an”. Jing’an District has a say in professional service. For instance, among the global service institutions in the GaWC ranking, 26 are from Shanghai, among which, 50% are from Jing’an District, which proves our ability in serving China and the world. In addition, we also have abundant world-class and professional institutional resources including law firms, accounting firms and human resource certification organizations. What’s more, we also have a “gold signboard”, that is, Jing’an District is the sole pilot area for national comprehensive reform of service industry in Shanghai. Then we have a foundation for centering on the “Belt and Road” initiative, the Yangtze River economic belt development strategy and the ongoing Yangtze River Delta integration to provide services for China, and even for the world.

 

Hostess:

 

Does Jing’an District have any action or plan for continuing to promote the construction of brands?

 

An Lusheng:

 

First, we will investigate what on earth should we do as a global service provider. Second, we will figure out what we can do. We will find out the junction to give a better play to the service function.

 

Hostess:

 

“Delegating power, ensuring supervision and improving service” are the three perspectives and levels which the government should constantly perfect now. It’s easy to confuse “ensuring supervision” with “improving service”. If the supervision is too strict, there would be some oversights in service awareness, service concepts and even in service details. Will over-strong service result in loose supervision? Jing’an District has given service such a high priority, how do you think about it? How can it be better than others? And, how can it eventually be your symbolic feature, or a feature with Jing’an characteristics?

 

An Lusheng:

 

Supervision is necessary, but it should be exactly to the right degree. We focus more on operational and post-operational supervision, and the preset conditions shall be gradually reduced. The service shall be considerate. Recently, we have pushed forward a measure -- “waiter of building”. In Jing’an District, most of the enterprises are in buildings. Now there are over 200 buildings in Jing’an District, and we specially arranged a responsible person for each building, whose duty is to understand the requirements of the companies and to publicize the measures of the government to them. After the measure is pushed forward, we are able to help the companies resolve problems the first time, and also build a good image as a service-oriented government.

 

Hostess:

 

Today we have to discuss the Jing’an culture with you. Could Jing’an culture and Jing’an business be integrated with each other? The Paramount is arguably the best embodiment of Shanghai, and a treasury in the memories of Jing’an District. For Shanghai-style culture, Jiangnan culture and red culture, Jing’an District has all these historical elements. We have too many things and elements. Is it difficult to match and gather them, to underline the distinctive features of them, and to make them the symbols of Jing’an culture?

 

An Lusheng:

 

After investigation and combing, we proposed to construct a core area of Shanghai as an international cultural metropolitan by mainly focusing on three key points. First, try to make the history and culture well-known. We have many celebrities and famous residences in Jing’an District, which can represent Shanghai indeed. Second, try to hold popular cultural events. The events shall be excellent and of high quality. Now we have some well-known brands like the Modern Drama Valley and the JZ Festival. Third, try to develop profitable cultural industries. With both SMG and Shanghai United Media Group locating in Jing’an District, we shall also do well in the three major industries: the film and television industry, the drama industry and the electronic sports industry. In addition, we need to construct the public cultural system. Shanghai requests a 15-minute cultural event circle, but 10-minute one is our aim.

 

Hostess:

 

The Jing’an standard, a 10-minute public cultural circle, is 1/3 higher than that of Shanghai. What does it feature?

 

An Lusheng:

 

In order to promote “culture brands”, it is very important to benefit the public and strengthen their sense of cultural fulfillment. The Jing’an District Museum of Culture appeared last year is the best in the district. In addition, every sub-district has its own cultural event center, and every community has its own cultural event station and cultural event spots. Through the three-year construction of “Beautiful Home”, we have not only improved the environments of the communities, but also delivered cultural and sports events to every community. It is particularly worth mentioning that since three years ago, Jing’an District Bureau of Culture has been pushing forward a concrete project every year, namely providing residents with 150 thousand movie tickets for public benefits every year. With the tickets, residents only need to pay another RMB 5 to enjoy the popular movies on screen. The project doesn’t cost much, but it is widely acclaimed by the residents, ranking first among all the governmental concrete projects in the whole district in the public satisfaction assessment.

 

Hostess:

 

Secretary An, Shibei High-tech Park is a place where the big data industry gathers. Does this have anything to do with the manufacturing?

 

An Lusheng:

 

Jing’an District is a central urban area with the service industry, which accounts for over 95%, as its main industry. The main way for us to promote the “manufacturing brand” is to give play to the advantages of Jing’an District in emerging strategic industries including big data, cloud computing and artificial intelligence, and to take advantage of “Jing’an smart manufacturing” to promote “Shanghai manufacturing”. Now the agglomeration degree of our big data industrial park is rather high, and we are constructing a demonstration base for the national big data industry. We want to have three “degrees”. The first one is the agglomeration degree. We should gather companies here; last year, we had 150 companies here, and now the number is 180. The second one is the visibility degree. We should have leading companies and influential forums; at present, Shanghai Big Data Management Center locates in Jing’an District. The third one is the contribution degree. Last year, the tax income of Jing’an District exceeded RMB 8 billion, and the tax income this year is expected to reach RMB 10 billion with a high output value per unit.

 

Hostess:

 

Last year you told me that Shibei High-tech Park is the brain of the city. In the future, all city industries, not only the manufacturing industry, will be associated with it. I’m glad to know that besides the manufacturing industry, the data will also be used in community public services. Could these data become visible in Jing’an District as soon as possible? I have seen that Linfen Road Community is accelerating the construction of smart community.

 

An Lusheng:

 

Yes, it’s our unique strength since the Shanghai Data Exchange Corp. and Shanghai Big Data Management Center locate in Jing’an District. On how to apply big data to city management and upgrade grid management to smart management, Linfen Road Sub-district is the first pilot area trying to find the answer. We have set 21 application scenes and installed lots of sensors in Linfen Road Sub-district, to find problems in real time.

 

Hostess:

 

Jing’an District directly applies its advantages in data industry to public service, and the more services are provided, the faster the new models and new lines of business will grow. In the future, Jing’an manufacturing will boost the manufacturing industry, provide the manufacturing industry with more supporting data, and lead the manufacturing industry with data for better manufactures. These are things that Jing’an District will do.

 

An Lusheng:

 

The key of Jing’an District’s “smart manufacturing” is “smart”, we use “smart manufacturing” to promote “manufacturing”.

 

Hostess:

 

Jing’an District strives to build a good environment. Does it have anything to do with the residents living and working in the district? What sense of fulfillment and sense of experience will the “four brands” strategy and the three-year action plan Jing’an District promotes today eventually bring and be felt by the residents in Jing’an District?

 

An Lusheng:

 

For the “four brands”, the whole district has made lots of basic work and preparation. In 2015, Jing’an District pushed forward the “Beautiful Home” Project; in 2016, we pushed forward the “Beautiful Block” Project, which has been promoted in Shanghai now. The “two-beauty construction” is the snapshot of the beautiful Jing’an District, and also the main project for promoting livability and business environment. People living and working in Jing’an District may not be permanent residents, but they like to stay in Jing’an District. The 785 communities in Jing’an District are under good governance and equipped with supporting health service stations and food spots. In addition, there are also cultural event centers, including sports facilities, in the communities. The numerous supporting facilities in the central urban area can bring all the residents more comfort and convenience.




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