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; The fourth is to expand the brand influence with multiculturalism; Fifth, strengthen service and establish brand awareness; Sixth, to protect property rights and consolidate the brand foundation.
(a) to build a brand concept with history and culture
Shanghai is the birthplace of China's modern industry, and a large number of outstanding historical industrial buildings have condensed the development history of Shanghai's urban and industrial civilization since the 184s, reflecting the unique style, artistic characteristics and scientific value of Shanghai's industry in different periods. Lane 21 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 and are suitable for internal reconstruction, which can provide unique resources for the development of creative industries in Shanghai.
Tianzifang is small, but in history, Xu Beihong, Zhang Daqian and others lived there. On the geographical location, 1934 was the "China-foreign" combined area; On small factories in alleys, there was also a time of prosperity. Historical culture has become the concept of Tianzifang's "brand". In 1998, Mr. Chen Yifei returned from overseas and settled in Tianzifang, which formed the foundation of Tianzifang brand formation. In 21, Huang Yongyu, a great painter, came to Chen Yifei Studio and happily named 21 Taikang Road "Tianzifang". From then on, Tianzifang became the representative of the birthplace of "Shanghai Creative Industry Cluster".
add a word "earth" to the square of "Tianzifang". Taking its harmonic meaning, it means that "Tianzifang" is a gathering place for literati, painters and designers. Tianzifang is composed of several Li and Fang (Tiancheng Li, Heping Li, Xue Hua Fang, Zhicheng Fang and Pingyuan Fang). Founded in 193, it was the "Huayang" combination zone. Wang Yachen and his wife, the famous painters, once settled in the Hidden Cloud Building in Zhicheng Square, and founded Shanghai Xinhua Art College and Artists Association "Lishe", which became the original origin of Tianzifang's cultural accumulation.
In the commercial operation of Tianzifang, we began to pay attention to the creation of creative industries, and the original "urban industrial building" began to enter a new urban management mode of "creative industries". At present, Tianzifang has gathered various types of cultural enterprises, including galleries, photography studios, pottery studios, cultural planning companies, film companies, music workshops and other cultural industries; Judging from the mode of production, it is mainly independent drawing, independent design and independent production.
since p>1999, the development of Taikang Road Art Street has brought in a group of artists and designers from home and abroad who are engaged in creative design through the transfer and replacement of old factories, old warehouses and old houses (Shanghai People's Needle Factory, Shanghai Food Industry Machinery Factory, Shanghai Zhongsu Distribution Factory, Shanghai Xinxing Leather Factory, Shanghai Paper Cup Factory and Shanghai Huamei Wireless Factory), with 15, square meters of idle factories and warehouses. The positioning of Taikang Road, after exploration, the effect of Tianzifang Cultural Industrial Park has gradually emerged. The rich artistic and fashionable 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 25, Zhicheng Square, which is close to Tianzifang, was renamed as Erjing Lane, which opened up the road to the transformation of Tianzifang Shikumen Cultural Creative Project with historical context. By October 211, 217 households had moved out, and 297 cultural and creative designs, galleries and studios were opened, creating 3,516 jobs.
The use of existing buildings not only creates a platform for the development of cultural industries, but also protects historical and cultural heritage. Old industrial factories and warehouses use new design and model transformation to inject fashionable elements into the preservation of history, making old factories a new scene 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. It provides jobs for the society, and most of the jobs are for people with college education or above. Helped the government alleviate the employment difficulties.
2. The old factories have been revitalized, so that the values of the old factories, warehouses, alleys and houses have been improved, and the comprehensive competitiveness of Huangpu District has been improved. In the end, it is the factory rent, the government tax, the employment of workers, the development of creative industries, the benefits of residents, the improvement of the environment and the improvement of regional taste.
3. People's lives have been improved. Enterprises settle in. Do not demolish houses or live in new houses; Use old houses and engage in culture; Old neighbors and new enterprises; Love is similar, * * * rich. Innovate and change the old, and open up the road of alternative cultural industries.
(II) Enriching the brand connotation with innovative ideas
The innovation of institutional mechanisms 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. And innovation is the power source of 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 pioneering, opening up, reforming and developing first, and is bold in pioneering, trying, doing, exploring and taking the lead, creating many firsts in the whole country and the whole city: Tianzifang established the first self-funded creative industrial park in China; Established the first creative park in Shanghai where Chinese and foreign creative people mixed in; Implemented the first way to develop creative industries by using old factories in the city; Established the city's first demonstration area combining urban construction and development with historical building protection; Established the first intellectual property protection alliance spontaneously 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, while conservatism leads to decline. Emancipate the mind, innovate the ideas and develop the economy, which is the most remarkable feature and the most successful "secret" of Tianzifang.
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, from the perspective of overall planning, management and coordination, the "1+3" management model is put forward, where "1" refers to the Tianzifang work joint meeting and "3" refers to Tianzifang Management Committee, Tianzifang Development Promotion Association and Yongye Tianzifang Property Management Company.
the joint meeting of Tianzifang 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, renovation and protection, industrial development and public security, 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 an inspection system.
Tianzifang Management Committee, composed of personnel from relevant functional departments and units of the district government, is responsible for implementing the cultural and creative industries, strengthening the management of the public, improving the service quality of the public, continuously expanding the functions and expanding the brand effect in the process of * * * * *. Tianzifang Development Promotion Association is a self-regulatory organization composed of representatives of the government, communities, residents and indigenous residents. Under the leadership of the Party, it is promoted by the government and composed of relevant stakeholders in Tianzifang. It is entrusted by the government to perform special management, service and coordination functions. Yongye Tianzifang Property Management Company is established by Yongye Group, whose duty is to strengthen the management of building repair, reform the management of public housing lease, and strive to improve the management level, public facilities and social resources integration. The development of Tianzifang has ushered in a brand-new stage. Combined with the new road of "soft transformation" in urban areas and the spring breeze of the Sixth Plenary Session of the Seventeenth Central Committee of the Communist Party of China, Tianzifang is destined to become a new business card for Shanghai.
(3) Extending the brand context with historical buildings
With the development of cultural industry, Tianzifang is also maturing. The rich 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 living environment and developing the harmonious existence of cultural industries has also emerged. The core idea and operation of creative real estate is to inherit the history and create the future. The core content of creative real estate and city management is how to explore and use 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.
The Shikumen in Tianzifang, formerly known as Zhichengfang, was sold by Shanghai residents to "cultural and creative enterprises" spontaneously, and the residents took part of the rent to rent out. Such pioneering work has also improved the housing conditions of residents. Individual residents actively participate in the brand building of Tianzifang. This model has benefited residents, protected historical buildings, and continued the historical context. At the same time, the brand of Tianzifang has been upgraded and creative industries have developed.
(4) Expanding the brand influence with multiculturalism
Tianzifang has not only famous artists such as Chen Yifei, Er Dongqiang, Wang Yiyin and Wang Jiajun, 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.
when Tianzifang started its business, it was stipulated that the rent of foreigners and returnees would be given priority. Its purpose is to gather international diversified cultural industries with multi-countries, cultures and styles. Make Tianzifang into a family with one style, one shop with one feature and one wonderful scene. At present, the brands of Tianzifang are:
"Yifei" environmental art design; Er Dongqiang's "Hanyuan Culture"; Scarf design "sang LAN"; Clothing design brand "Yihui"; Hong Kong craft design "Yingjiafang"; 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 "Yimanluo"; German jewelry design "Happy Color".
The cultures of many countries add more colors to Tianzifang architecture. Talents from many countries have brought Tianzifang the latest international business model. The gathering of multinational enterprises has expanded the publicity of Tianzifang brand, forming a harmonious cultural industry gathering area with history and modernity, people and environment, form and function, economy and society, and multi-culture.
(5) Strengthen service 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 its service awareness, advocated emotional service, and strived to implement the project of pro-business, safe business and wealthy businessmen. In the early days of its establishment, it was clearly put forward that "the policy is insufficient for service and the hardware is insufficient for software", advocating that "everyone is an investment environment and each represents an open image" and "attracting investment in service"; Later, it further put forward "honest service, standardized administration, cost reduction and efficiency improvement"; And gradually formed a "three service systems" (one-stop service for industrial and commercial registration of settled enterprises, all-round service in the renovation process of creative workshops, and regular service for logistics of settled enterprises). 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", "make all residents feel everything is convenient, 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 a 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.
(VI) Protecting the property rights and consolidating the brand foundation
In order to strengthen the protection of intellectual property rights in the cultural industry park, in 29, the Tianzifang Intellectual Property Protection Alliance, initiated by 23 cultural enterprises in Tianzifang Park, was formally established. The intellectual property protection alliance spontaneously launched 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 road for intellectual property protection of 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 Shanghai's creative industries.
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 have taken action to bravely shoulder the heavy responsibility of intellectual property protection. Guide more and more enterprises to come out of the blind area of "saving trouble by copying", thus forming a virtuous circle of synchronization of law and self-discipline, and joint efforts of counterfeiting and refusing to fake.
Tianzifang Intellectual Property Protection Alliance, with the support and guidance of the district intellectual property office and other relevant departments, will attract more creative enterprises to join this industry self-regulatory organization, effectively solve the problem of intellectual property protection in the agglomeration area, and build it as a brand, and start to explore the establishment and improvement of intellectual property protection self-regulatory mechanism, discovery mechanism, coordination mechanism, evaluation mechanism and rapid disposal mechanism other than government management, strive to build a highland of intellectual property protection in Huangpu District, and actively promote Huangpu.