At present, the park has been formed and developed through six main measures: first, using history and culture to create a brand concept; second, using innovative concepts to enrich the brand connotation; third, using historical buildings to extend the brand context; The fourth is to expand brand influence through multiculturalism; the fifth is to strengthen services and establish brand awareness; the sixth is to protect property rights and consolidate the brand foundation.
(1) Use history and culture to create brand concepts
Shanghai is the birthplace of my country’s modern industry. A large number of excellent historical industrial buildings condense Shanghai’s urban and industrial civilization since the 1840s. The development history reflects the unique style, artistic characteristics and scientific value of Shanghai industry in different periods. Lane 210, Taikang Road, is the main lane of Tianzifang. It was originally an alley factory with a small bathhouse, a small noodle factory, and a small warehouse. It has become a gathering place for the migrant population. How to create a "brand" and operate a brand here? These old factories and old warehouses have considerable historical and cultural value and are suitable for internal reconstruction, which can provide Shanghai with unique advantageous resources for the development of creative industries.
Although Tianzifang is small, Xu Beihong, Zhang Daqian and other famous people lived in it in history; in terms of geographical location, it was a "Huayang" combination area in 1934; in terms of small factories in the alleys, it also had a great time. History and culture have become the concept of Tianzifang’s “brand”. In 1998, Mr. Chen Yifei returned from overseas and settled in Tianzifang, laying the foundation for the formation of the Tianzifang brand. In 2001, the great painter Huang Yongyu came to Chen Yifei's studio and happily named Alley 210, Taikang Road, "Tian Zifang". Since then, Tianzifang has become a representative of the birthplace of "Shanghai Creative Industry Cluster District".
Add the word "Tu" to the square of "Tian Zifang". Taking its humorous meaning, it means that "Tianzifang" is a gathering place for literati, painters and designers. Tianzifang is composed of several lanes and squares (Tiancheng Lane, Heping Lane, Xuehuafang, Zhicheng Lane and Pingyuan Lane). It was built in 1930 as a "Huayang" joint area. The famous painter Wang Yachen and his wife once settled in the Yinyun Building in Zhichengfang and founded the Shanghai Xinhua Art College and the Artists Association "Lishe", which became the original source of Tianzifang's cultural accumulation.
In the subsequent commercial operations of "Tianzifang", it began to focus on the creation of creative industries. The original "urban industrial buildings" began to enter a new urban business model of "creative industries". At present, Tianzifang has gathered various types of cultural enterprises, including galleries, photography studios, ceramic studios, cultural planning companies, film companies, music workshops and other cultural industries; from the perspective of production methods, they mainly include independent painting, Independent design and independent production.
Since 1999, the development of Taikang Road Art Street has been through the transfer and replacement of old factories, old warehouses and old houses (Shanghai People’s Needle Factory, Shanghai Food Industry Machinery Factory, Shanghai Bell Plastic Parts Factory, Shanghai Xinxing Leather Factory, Shanghai Paper Cup Factory, Shanghai Huamei Wireless Factory), in the 15,000 square meters of vacant factories and warehouses, introduced a group of artists and designers from home and abroad who are engaged in creative design to join. After exploration of the positioning of Taikang Road, the effects of the formation of Tianzifang Cultural Industrial Park gradually emerged. The rich art and fashion cultural atmosphere spread from the old factory to the nearby Shikumen residential buildings. The park moved closer from the industrial plants to the surrounding residents. In 2005 "Zhichengfang", which is close to "Tianzifang", was renamed "Erjing Lane", opening up the transformation path of "Tianzifang Shikumen Cultural and Creative Project" based on historical context. By October 2011, 217 residents had moved out , opened 297 cultural and creative design, galleries, photo studios, etc., creating 3,516 jobs.
Using existing buildings not only creates a platform for the development of cultural industries, but also protects historical and cultural heritage. Old factories and warehouses are transformed with new designs and models to inject fashionable elements into the preservation of history, making old factories a new sight in modern cities. It also promotes the formation of the cultural and creative industry chain, and is a good link between the city's history and the future. Model.
1. It provides jobs for the society, and most of the jobs are for people with college degrees or above, helping the government alleviate employment difficulties.
2. Revitalizing old factories has increased the value of old factories, old warehouses, old lanes and old houses, and improved the comprehensive competitiveness of Huangpu District. In the end, the factory will get rent, the government will get taxes, workers will be employed, creative industries will be developed, residents will get benefits, the environment will be improved, and the regional taste will be improved.
3. Residents’ lives have been improved. Enterprises settled in. Don't demolish the house and live in a new one; use the old house and engage in culture; old neighbors and new enterprises; have similar feelings and become richest. Innovate and change the old, and open up the road to alternative cultural industries.
(2) Enrich brand connotation with innovative concepts
Innovation of institutional mechanisms is the most important and critical. In order to meet the needs of opening up to the outside world, Tianzifang has established capable and efficient offices, implemented the management model of "small government, big society", scientifically built a business park that is compatible with the market economy, in line with international practices, and different from other general parks. management mechanism. In terms of work functions, we insist on adapting to the characteristics of the creative park, focusing on investment promotion and environmental construction, strengthening service functions, improving service standards, and making management functions legal, normative, and international. Innovation is the driving force for development in the park.
In the stage of exploration and growth, Tianzifang adheres to the "three benefits" as the standard, carries forward the spirit of being the first to start a business, the first to open up, the first to reform, and the first to develop. It is bold to enter, bold to try, bold to do, and brave to explore. Dare to be the first, creating many firsts in the country and the city: Tianzifang established the country's first self-financed creative industry park; established Shanghai's first creative park with a mix of Chinese and foreign creative people; implemented It established the city's first way to use old factories to develop creative industries; established the city's first demonstration area combining urban construction and development with historical building protection; established the country's first intellectual property protection alliance voluntary by creative enterprises: the first Proposed the concept of "creative industry" and conducted a series of theoretical research. Innovation leads to prosperity, conservatism leads to decline. Emancipation and emancipation of the mind, innovation and innovation of concepts, and economic development and development are the most significant features and the most successful "secret" of Tianzifang.
When Tianzifang rapidly entered a period of transformation and development, the scale of the park also began to expand, and the cultural industry continued to grow. How to strengthen guidance and management of the park and cultural industries has become an important factor affecting the future development of Tianzifang. To this end, the District Development and Reform Commission took the lead and proposed a "1 3" management model from the perspective of overall planning, management and coordination. "1" refers to the Tianzifang Work Joint Meeting, and "3" refers to the Tianzifang Management Committee and Tianzifang Development Promotion Committee. Huihe Yongye Tianzifang Property Management Company.
The Tianzifang work joint meeting is composed of the district chief as the general convener, the executive deputy district chief as the standing convener, other deputy district chiefs as the convener, 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 matters such as Tianzifang's development plan, management system, transformation and protection, industrial development and public safety, clarifying the tasks and responsibilities of each member unit, and providing feedback to the Tianzifang Management Committee, Tianzifang The Development Promotion Association and Yongye Tianzifang Property Management Company will coordinate matters that need to be coordinated in the advancement of work. The joint meeting establishes a regular meeting system, an important situation reporting system and an inspection system.
The Tianzifang Management Committee is composed of personnel from relevant functional departments and units of the district government. Its responsibilities are to implement cultural and creative industries, strengthen public management, and improve the quality of public services. ***Xiangzhong continues to expand its functions and expand its brand effect. The Tianzifang Development Promotion Association is composed of representatives from the government, communities, settlers and indigenous residents. Under the leadership of the party, it is promoted by the government and composed of relevant stakeholders in Tianzifang to build and enjoy governance. It is a self-regulatory organization that accepts government entrustment and performs special management, service and coordination functions. Yongye Tianzifang Property Management Company was established by Yongye Group. Its responsibilities are to strengthen the repair management of buildings, reform public housing rental management, and strive to improve management capabilities, supporting public facilities and integration of social resources. The development of Tianzifang has ushered in a new stage. Combining the new road of "soft transformation" of the urban area and the spring breeze of the Sixth Plenary Session of the 17th CPC Central Committee, Tianzifang is destined to become the new business card of Shanghai city.
(3) Extend the brand context with historical buildings
With the development of the cultural industry, Tianzifang is also maturing. The rich art and fashion atmosphere is spreading from the old factories in Tianzifang to the nearby Shikumen residential buildings. A new model of harmonious coexistence of protecting historical features, improving living environment and developing cultural industries has 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 city management is how to discover and utilize the city's historical and cultural resources to create unlimited creative value within limited urban land resources.
Practice has once again proven that in Tianzifang, a land with a strong sense of history, it has brought new inspiration, new thinking, and new insights to creative people. She allows many famous and non-famous artists, designers, and freelancers to enjoy a lifestyle that integrates culture, art, and business economy.
The Shikumen in Tianzifang was originally called Zhichengfang. Old Shanghai residents voluntarily sold their Shikumen to "cultural and creative enterprises" to move in. The residents took part of the rent and rented out the houses. Such an initiative has also improved the housing conditions of residents. Individual residents actively participate in the brand building of Tianzifang. This model allows residents to benefit, historical buildings are protected, and the historical context is continued. At the same time, the brand of "Tianzifang" is also improved, and the creative industries are benefited. developed.
(4) Expand brand influence with multiculturalism
Not only well-known artists such as Chen Yifei, Er Dongqiang, Wang Jieyin, and Wang Jiajun are stationed in Tianzifang, but also Singaporean ceramic artist Zheng A large number of "foreign" artists such as Hua, American ceramic artist Jimmy, French designer Caroline, Yugoslav photographer Long Faber, and Denmark's Shen Trina have laid the foundation for Tianzifang's gradual internationalization.
When Tianzifang was recruiting investors during its entrepreneurial stage, it was stipulated that foreigners and returnees would be given priority in rent. Its purpose is to gather international diversified cultural industries in multiple countries, cultures and styles. Make Tianzifang into a family with a unique style, a shop with a unique feature, and a scene with a wonderful scene. At present, the brands of "Tianzifang" include:
"Yifei" environmental art design; Er Dongqiang's "Hanyuan Culture"; scarf design "Sanglan"; clothing design brand "Yihui"; Hong Kong Craft design "Yingjiafang"; Zheng Yi's "Lotte Pottery Society"; Australian consulting company "SUZAARZ"; Australian Postman Company advertising graphic design "I am free";
Danish home soft decoration design "JOOI"; American interior design "maxK"; American decoration design "Linyanbu"; American environmental design "SURV"; Japanese environmental design "Kakuo Design"; Japanese kimono design "Emantra"; German jewelry design " Jubilee Color".
The cultures of many countries add more diverse colors to Tianzifang’s architecture. Talents from many countries bring the latest international business models to Tianzifang. The gathering of multinational enterprises has expanded the promotion of the Tianzifang brand, forming a cultural industry cluster that combines history and modernity, people and the environment, form and function, economy and society, multiculturalism, and harmonious development.
(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 enhances service awareness, advocates emotional service, and strives to implement projects that are pro-business, secure business, and enrich business. In the early days of its establishment, it was clearly stated that "services should be supplemented when policies are insufficient, and software should be supplemented when hardware is insufficient", advocating that "everyone is an investment environment, and everyone represents an open image", and "investment is included in services"; later, it was further proposed that "honest service, Standardize administration, reduce costs and increase efficiency"; and gradually formed "three service systems" (one-stop service for industrial and commercial certificate application for settled enterprises, all-round services in the decoration process of creative studios, and regular logistics services for settled enterprises). It also established an "immediate action" office and implemented the "first-question responsibility system and the second-question finalization system." Promote personalized and contractual services, tailor-made service content, and implement "zero barriers, low costs, and high efficiency" to "make everything convenient for all residents and make the creative park one of the areas with the lowest production and transaction costs." .
With good service and a quality brand, a charm can be created. With this kind of charm, there is an irresistible temptation to attract investment, and it can attract Chinese and foreign creative people like a strong magnet.
(6) Consolidate the brand foundation through property rights protection
In order to strengthen the protection of intellectual property rights in the cultural industry park, in 2009, 23 cultural enterprises in Tianzifang Park*** The "Tianzifang Intellectual Property Protection Alliance" initiated by the same company was officially established. The intellectual property protection alliance launched by creative enterprises is the first of its kind in Shanghai and even in the country. It is a new measure launched by Tianzifang for brand building.
Chen Zhixing, Director of the Shanghai Intellectual Property Office, pointed out in his speech at the founding ceremony that the establishment of the "Tianzifang Intellectual Property Protection Alliance" has opened up a new path for intellectual property protection in Shanghai's creative industries and is an important step in the development of intellectual property rights protection. A new measure for protection, it will become an important part of the intellectual property protection system and a new highlight in the development of Shanghai's creative industry.
The establishment of Tianzifang’s “Intellectual Property Alliance” means that intellectual property protection is no longer the unilateral responsibility of the government. Enterprises themselves have also taken action and have the courage to assume the important responsibility of intellectual property protection. Guide more and more companies to get out of the blind spot of "saving trouble and relying on counterfeiting", thus forming a virtuous cycle in which the law and self-discipline are synchronized, and the fight against counterfeiting and the rejection of counterfeiting are combined.
The next step for the Tianzifang Intellectual Property Protection Alliance will be to attract more creative enterprises to join this industry self-regulatory organization with the support and guidance of the District Intellectual Property Office and other relevant departments to effectively solve the problem of agglomeration areas. Intellectual property protection issues within the country and build it as a brand, start to explore and establish a self-discipline mechanism, discovery mechanism, coordination mechanism, evaluation mechanism and rapid disposal mechanism for intellectual property protection outside of government management, and strive to build an intellectual property rights protection mechanism in Huangpu District Protect the highlands and actively promote the sustainable development of a new round of cultural and creative industries in Huangpu.