Six measures for the development of Tianzifang Cultural Industrial Park

At present, there are six main measures for the formation and development of the park: first, to build a brand concept with history and culture; Second, enrich the brand connotation with innovative ideas; The third is to extend the brand context with historical buildings; Fourth, expand brand influence with multi-culture; Fifth, strengthen service and establish brand awareness; Sixth, protect property rights and consolidate the brand foundation.

(A) to create a brand concept with history and culture.

Shanghai is the birthplace of modern industry in China. A large number of excellent historical industrial buildings have condensed the development history of Shanghai's urban and industrial civilization since the 1940s, reflecting the unique style, artistic characteristics and scientific value of Shanghai's industry in different periods. Lane 2 10 of Taikang Road is the main lane of Tianzifang. Originally, it was a lane factory with a small bathhouse, a small noodle factory and a small warehouse, which became a gathering place for migrants. How to create and manage a brand here? These old factories and warehouses have considerable historical and cultural value, are suitable for internal reconstruction and can provide unique resources for the development of creative industries in Shanghai.

Tianzifang is very small, but in history, Xu Beihong, Zhang Daqian and others have lived there. On the geographical location, 1934 was once the "Huayang" combination area; Small factories in alleys have also flourished. Historical culture has become the concept of Tianzifang's "brand". 1998 Mr. Chen Yifei returned from overseas and settled in Tianzifang, which laid the foundation for the brand formation of Tianzifang. 200 1 Huang Yongyu, a great painter, came to Chen Yifei Studio and happily named Tianzifang for Taikang Road 2 10. Since then, Tianzifang has become the representative of the birthplace of "Shanghai Creative Industry Cluster".

Add a word "earth" to the square of "Tianzifang". Taking its homophonic meaning, it means that "Tianzifang" is a gathering place for literati, painters and designers. Tianzifang is composed of several Li Hefang (,,Fang, Zhicheng Fang and Pingyuan Fang). Founded in 1930, it was the border area of "Huayang" at that time. Wang Yachen and his wife, the famous painters, once settled in the Hidden Cloud Building in Zhicheng Square and founded the Shanghai Xinhua Art Institute and the Artists Association "Lishe", which became the original origin of Tianzifang's cultural accumulation.

After that, Tianzifang began to pay attention to the creation of creative industries in commercial operations, and the original "urban industrial building" began to enter a new urban management model of "creative industries". At present, Tianzifang has gathered various cultural enterprises, including galleries, photography studios, pottery studios, cultural planning companies, film companies, music workshops and other cultural industries; From the perspective of production methods, it is mainly independent drawing, independent design and independent production.

Since 1999, the development of Taikang Road Art Street has introduced a number of artists engaged in creative design from home and abroad through the transfer and replacement of 15000 square meters of idle factories, warehouses and old factories (Shanghai People's Needle Factory, Shanghai Food Industry Machinery Factory, Shanghai Suzhong Distribution Factory, Shanghai Xinxing Leather Factory, Shanghai Paper Cup Factory and Shanghai Huamei Wireless Factory). The positioning of Taikang Road, after exploration, the effect of Tianzifang Cultural Industrial Park has gradually emerged. The rich artistic, fashionable and cultural atmosphere has spread from the old factory to the nearby Shikumen dwellings, and the park is close to the surrounding residents from the industrial factory. In 2005, Zhicheng Square next to Tianzifang was renamed Erjing Lane, which opened the road of transformation of Tianzifang Shikumen cultural and creative projects with historical context. By 20 1 1,10,217 households moved out, and 297 cultural and creative designs, galleries and studios were opened, creating 35 16 jobs.

The use of existing buildings not only creates a platform for the development of cultural industries, but also protects historical and cultural heritage. The old industrial workshops and warehouses are transformed with new designs and models, injecting fashion elements into the preservation of history, making the old factories a new landscape of modern cities, and also promoting the formation of cultural and creative industrial chains, which is a good example of urban history and future.

1, providing jobs for the society, most of which are for people with college education or above. Help the government alleviate employment difficulties.

2. The old factory buildings have been revitalized, which has improved the value of the old factory buildings, warehouses, alleys and houses, and improved the comprehensive competitiveness of Huangpu District. In the end, it is factory rent, government tax, workers' employment, creative industry development, residents' benefit, environmental improvement and regional taste improvement.

The living standard of residents has improved. Enterprises settle in. Do not tear down the house, do not live in a new house; Make use of old houses and engage in culture; Old neighbors and new businesses; Love is similar, * * * rich. Bring forth the old and bring forth the new, and open up the road of alternative cultural industries.

(B) innovative ideas, rich brand connotation

The innovation of system and mechanism is the most important and crucial. In order to meet the needs of opening to the outside world, Tianzifang has established a lean and efficient office, implemented the management mode of "small government, big society", and scientifically constructed a management mechanism that is compatible with the market economy, in line with international practices and different from ordinary parks. In terms of work functions, we should adhere to the characteristics of creative parks, focus on attracting investment and environmental construction, strengthen service functions, improve service standards, and make management functions legal, standardized and international. Innovation is the source of power for the development of the park.

In the stage of exploration and growth, Tianzifang adhered to the "three benefits" as the standard, carried forward the spirit of pioneering, opening up, reform and development first, boldly ventured, boldly tried, boldly worked, and dared to be the first, creating a number of firsts in the country and the city: Tianzifang founded the first self-funded creative industrial park in China; Established the first creative park in Shanghai where Chinese and foreign creative people live together; Implemented the first road to develop creative industries by using old urban factories; Established the city's first demonstration area combining urban construction and development with historical building protection; Established the first intellectual property protection alliance spontaneously formed by creative enterprises in China: the first one put forward the concept of "creative industry" and conducted a series of theoretical studies. Innovation leads to prosperity, and conservatism leads to decline. Emancipating the mind, innovating ideas and developing the economy are the most remarkable features of Tianzifang and the most successful "secret".

When Tianzifang quickly entered the period of transformation and development, the scale of the park began to expand and the cultural industry continued to grow. How to strengthen the guidance and management of the park and cultural industries has become an important factor affecting the future development of Tianzifang. Therefore, led by the district development and reform commission, the management mode of "1+3" is put forward from the perspective of overall planning, management and coordination. "1" refers to the joint meeting of Tianzifang, and "3" refers to Tianzifang Management Committee, Tianzifang Development Promotion Association and Yongye Tianzifang Property Management Company.

The joint meeting of Tianzifang work is convened by the district head, the executive deputy district head and other deputy district heads, and the relevant departments and units of the district government form a joint meeting. The responsibilities of the joint meeting mainly include discussing and deciding on major issues such as Tianzifang's development planning, management system, transformation and protection, industrial development, public safety, etc., clarifying the tasks and responsibilities of all member units, and coordinating matters that need to be coordinated in the work promotion of Tianzifang Management Committee, Tianzifang Development Promotion Association and Yongye Tianzifang Property Management Company. The joint meeting established a regular meeting system, an important situation reporting system and a patrol system.

Tianzifang Management Committee is composed of personnel from relevant functional departments and units of the district government. In the process of * * * * construction, it is responsible for implementing cultural and creative industries, strengthening the management of citizens, improving the service quality of citizens, constantly expanding its functions and expanding its brand effect. Tianzifang Development Promotion Association is a self-discipline organization composed of government, community, residents and indigenous representatives. Under the leadership of the party, promoted by the government, it is composed of Tianzifang stakeholders. Entrusted by the government, it performs special management, service and coordination functions. Yongye Tianzifang Property Management Company was established by Yongye Group. Its responsibility is to strengthen the management of building renovation, reform the lease management of public houses, strive to improve the management level, and integrate public facilities and social resources. The development of Tianzifang has ushered in a brand-new stage. Combined with the new road of "soft transformation" of the city and the spring breeze of the Sixth Plenary Session of the Seventeenth Central Committee, Tianzifang is destined to become a new business card of Shanghai.

(c) Extending the brand environment with historic buildings.

With the development of cultural industry, Tianzifang is also maturing. A strong artistic and fashionable atmosphere is spreading from the old factory building in Tianzifang to the nearby Shikumen dwellings, and a new mode of protecting historical features, improving the living environment and developing the harmonious coexistence of cultural industries has also emerged. The core concept and operation of creative real estate is to inherit history and create the future. The core content of creative real estate and urban management is how to explore and utilize the historical and cultural resources of the city and create unlimited creative value in the limited urban land resources.

Practice has once again proved that Tianzifang, a land with a strong sense of history, has brought new inspiration, new thinking and new insights to creative people. She allows many well-known or unknown artists, designers and freelancers to enjoy a lifestyle that integrates culture, art and business economy.

Tianzifang's Shikumen, formerly known as Zhichengfang, was spontaneously sold by Shanghai residents to a "cultural and creative enterprise", and residents took out part of the rent to rent a house. This pioneering work has also improved the housing conditions of residents. Individual residents actively participate in the brand building of Tianzifang. This model benefits residents, protects historical buildings and continues the historical context. At the same time, Tianzifang brand upgraded and creative industries developed.

(D) Multiculturalism, expanding brand influence

Tianzifang has not only famous artists such as Chen Yifei, Er Dongqiang and Wang, but also a large number of "foreigner" artists such as Singaporean ceramist Zheng Yi, American ceramist Jimmy, French designer Caroline, Yugoslav photographer Long Faber and Danish Shen Cuina, which laid the foundation for Tianzifang's gradual internationalization.

When Tianzifang opened, it was stipulated that the rent of foreigners and returnees would be given priority. Its purpose is to gather multinational, multicultural and multi-style international diversified cultural industries. Make Tianzifang a family, a style, a store, a feature and a wonderful scene. At present, Tianzifang's brands are:

"Yifei" environmental art design; Er Dongqiang's Hanyuan Culture; Scarf design "Sang Lan"; Fashion design brand "Yi Hui"; Hong Kong craft design "Welcome to the Driving Workshop"; Zheng Yi's Letian Taoshe; Australian consulting firm "Suzaarz"; The advertisement graphic design of Australia Post Company is "I am free";

Danish home soft decoration design "Jooi"; American interior design "MAXK"; American decoration design "Linyan Department"; American environmental design "SURV"; Japanese environmental design "Corner King Design"; Japanese kimono design "Imano"; German jewelry design "happy color".

The cultures of many countries add more colors to Tianzifang's architecture. Talents from many countries have brought Tianzifang the latest international business model. The gathering of multinational enterprises has expanded the popularity of Tianzifang brand and formed a harmonious cultural industry gathering area with history and modernity, people and environment, form and function, economy and society, and multiculturalism.

(5) Strengthen services and establish brand awareness.

Service is also a good investment and development environment. Since its establishment, Tianzifang has established the concept that service is the first investment environment, constantly enhanced service awareness, advocated emotional service, and strived to implement the project of pro-business, security business and wealthy businessmen. At the beginning of its establishment, it was clearly put forward that "policy is not enough for service and hardware is not enough for software", and it was advocated that "everyone is an investment environment and everyone represents an open image" and "service attracts investment". Later, it further put forward "honest service, standardized management, cost reduction and efficiency improvement"; And gradually formed the "three service systems" (one-stop service for enterprises in industrial and commercial registration, all-round service for renovation process of creative workshops, and regular logistics service for enterprises in). He also set up a "do it right away" office, and implemented the "first question responsibility system and two questions ending system". Carry out personalized and contractual services, tailor the service content, implement "zero obstacles, low cost and high efficiency", "let all residents feel all the convenience, and make the creative park one of the areas with the lowest production and transaction costs". With good service and high-quality brand, we can create charm. With this charm, there is an irresistible temptation to attract investment, and it can attract Chinese and foreign creative people like a strong magnet.

(6) Protecting property rights and consolidating the brand foundation.

In order to strengthen the intellectual property protection of the cultural industrial park, Tianzifang Intellectual Property Protection Alliance initiated by 23 cultural enterprises in Tianzifang Park was formally established in 2009. The intellectual property protection alliance initiated by creative enterprises is the first time in Shanghai and even the whole country. It is a new measure launched by Tianzifang for brand building.

Chen Zhixing, director of Shanghai Intellectual Property Office, pointed out in his inaugural speech that the establishment of Tianzifang Intellectual Property Protection Alliance has opened up a new way for intellectual property protection in Shanghai's creative industries and is a new measure to carry out intellectual property protection. It will become an important part of the intellectual property protection system and a new bright spot in the development of creative industries in Shanghai.

The establishment of Tianzifang's "Intellectual Property Alliance" means that the protection of intellectual property rights is no longer the unilateral responsibility of the government, and the enterprises themselves take action to shoulder the heavy responsibility of intellectual property protection. Guide more and more enterprises out of the blind area of "copying and saving trouble", thus forming a virtuous circle of synchronization of law and self-discipline, and joint efforts of counterfeiting and refusing to fake.

With the support and guidance of the district intellectual property office and other relevant departments, Tianzifang Intellectual Property Protection Alliance will attract more creative enterprises to participate in this industry self-regulatory organization, effectively solve the intellectual property protection problems in the cluster area, and build it into a brand. It will start to explore the establishment and improvement of self-regulatory mechanisms, discovery mechanisms, coordination mechanisms, evaluation mechanisms and rapid disposal mechanisms for intellectual property protection outside government management, strive to build a highland for intellectual property protection in Huangpu District, and actively promote a new round of cultural and creative industries in Huangpu.