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January 9, 2019

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‘Four brands’ lead way to polish Pudong’s pioneering profile

IN the past 28 years Pudong has set itself up as a reformer and pioneer on a global scale.

Pudong has also promoted “Shanghai brands” in the service, manufacturing, shopping and cultural sectors during the period of reform and opening up. And the waterfront space, which stretches 22 kilometers along the east bank of Huangpu River, is an ideal setting for Pudong to boost its cultural development.

Industrial heritage sites have taken on a new look after renovation and houses some of the most cutting-edge fashion brands in the world with some of the sharpest minds. That is why the east bank is being built into a cultural cluster.

One project by the Pudong New Area administrators saw the Shanghai Coal Terminal transformed into a contemporary art museum. More than 350,000 visitors a year have walked through its doors since its opening.

The MIFA 1862, a converted 157-year-old shipyard on Binjiang Avenue, is now an artsy commercial space which plays host to performances and exhibitions.

The Minsheng Wharf complex debuted in the 2017 Shanghai Urban Space Art Season. Nearly 200 architects, artists and curators from all over the world gathered to brainstorm the idea of “sharing future public space.”

Pudong plans to turn itself into a major site for brand building, with Shanghai Service, Made in Shanghai, Shanghai Shopping and Shanghai Culture leading the way.

Meanwhile, the SAIC Group has been granted its first domestic intelligent network-linked automobile road test license to promote SAIC’s intelligent driving technology.

In Pudong officials’ opinion, the promotion of an intelligent automobile industry and a major site for the development of the “four brands of Shanghai” are a perfect fit. Today, both local enterprises and the new area have reached a new starting point.

High-end manufacturing

High-end manufacturing is another cutting-edge advantage in Pudong.

In Lingang, 240,000 vehicles and 400,000 engines roll off the assembly line at the automated workshop of SAIC’s manufacturing base every year.

Rower RX5, the world’s first Internet car, was born there and has become one of the world’s bestsellers.

From land to the air, the second C919 jet liner developed by Chinese aerospace manufacturer COMAC has completed its maiden flight.

The jumbo jet project sees China’s manufacturing industry standing at the top of the global labor division for the first time.

From air to the sea, at Phase IV of the Shanghai Yangshan Deep-Water Port, bridge cranes and automated guided vehicles are in charge of the loading and transport of containers.

The world’s biggest automated container terminal and machinery “nervous system” are all made by Shanghai Zhenhua Heavy Industries Company, which is seeking cooperation with Maersk, an international shipping giant, to develop global standards for fully automated terminals.

To match the highest and best standards in the world and seize the middle and high-end of the global industrial value chain, “Made in Pudong” will become synonymous with high-end manufacturing.

From countryside to the development zone and from the pilot zone of comprehensive reform to the pilot free trade zone, Pudong has become an icon of China’s modernization process.

Pudong plans to create new strategic advantages amid further reform and opening-up.

Value Retail Shanghai Village, next door to the Shanghai Disneyland, houses more than 100 boutique stores featuring fashion brands from around the world.

In the IFC Mall in Lujiazui, the century-old French shoemaker Berluti store looks like an art hall. Each pair of the haute couture shoes is sold for more than 10,000 yuan (US$1,456).

In the IFC Mall, the basement is where haute couture products are available and the floors above house stores of other prestigious brands. Almost every influential brand has opened a store in the IFC Mall. Lujiazui is a landmark of luxury retail.

Apart from introducing famous fashion brands, Lujiazui will also promote new commercial projects and cooperate with international retail giants, such as the upmarket French department store chain Galeries Lafayette.

To optimize a business environment has always been a mission of Pudong’s leadership.

The China (Shanghai) Pilot Free Trade Zone has generated 127 institutional innovations replicated throughout the country since it was established in September 2013.

Pudong is well aware that reform is by no means a single innovation. Because single reform is easy to replicate, only innovation based on multiple integration can create exclusive advantages.

Reducing administrative examination and approval items and improving administrative efficiency have always been the most important tasks of Pudong’s exploration for further reform.

Since its opening-up and development, Pudong has taken the lead in reforming the administrative examination and approval system. In 2001, there were 724 administrative examination and approval items in Pudong, which was reduced to 242 items by 2013, and now 104 items.

At present, a unified approval system offers enterprises online processing from declaration to pre-examination, acceptance, review, decision-making and the issuance of certification.

All the 104 administrative examination and approval items have been included in the unified online approval system, while 74 of them can be dealt with online and applicants for the rest are only required to visit the counter once after they submit materials online.

On the opposite of Pudong New Area government building is the Public Service Center of Shanghai. It offers a one-stop solution for local citizens and businesses to handle administrative affairs.

Additionally, an “everybody finding fault” counter was established to improve government service.

Taking the opportunity to build the “four brands of Shanghai,” Pudong is constantly creating new strategic advantages, opening up new development spaces, and seeking greater competitive advantage in the next 10 to 20 years and achieving an irreplaceable “Pudong brand.”


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