Make Lujiazui a world-class super brand IP representing Pudong, Shanghai and China.
As the frontier of China's financial opening-up, Lujiazui Financial City, with its unique charm and potential, is gradually rising into a world-class international financial center.
However, compared with the world's top financial centers such as Manhattan in New York and the City of London, Lujiazui still has much room for improvement in terms of international popularity and brand influence.
Against the backdrop of globalization, Lujiazui Financial City is standing at a new historical starting point and facing unprecedented development opportunities.
How to build Lujiazui into a world-class international super brand IP representing Pudong, Shanghai and even the whole of China?
This is not only an arduous brand strategy task, but also a great systematic project.
As the Secretary-General of Shanghai Brand Committee and the Lujiazui brand IP service provider, the expert team of Jinkun Brand Marketing will professionally sort out, conduct in-depth research and try to clarify the top-level brand design of Lujiazui and implement the underlying industrial operation, aiming to clarify the core brand positioning of Lujiazui, refine the open and inclusive cultural heritage, present unique slogans, symbols and rallying cries, integrate culture, industry, buildings and business ecology, and finally comprehensively promote the brand building and international influence enhancement of Lujiazui Financial City through the optimization of project capability, spatial capability, service capability, platform capability and IP capability.
1. Endowed with Unique Advantages, Lujiazui Undertakes the Important Task of Building a World-Class Financial City
The evolution of Lujiazui is an important chapter in the history of Shanghai's economic development. After more than 30 years of development, it has witnessed its transformation from the dilapidated Nanniandu (Mud Ferry) to an internationally renowned financial center. This process not only includes a series of policy supports for Lujiazui in the development and construction stage in the early days of reform and opening up, but also a series of deepened reform measures and preferential policies such as the establishment of the China (Shanghai) Pilot Free Trade Zone, which further consolidates its core position as the core of finance, trade and service industries. These policies not only provide a solid foundation for the development of Lujiazui, but also lay a fertile ground for its continued prosperity in the future.
In the 14th Five-Year Plan, Lujiazui Financial City proposed to further strengthen the three advantages of internationalization, ecological function and business services, and accelerate the construction of a global RMB financial asset allocation center, a world-class headquarters function agglomeration highland and an international first-class business environment demonstration zone.
As an important window for the opening-up of China's financial industry to the outside world, Lujiazui will continue to respond to the higher-level policy requirements, and strive to become a world-class financial city through efforts in multiple aspects such as financial opening and innovation, international development, industrial development planning and business environment optimization.
2. Surrounded by Strong Competitors, How Does Lujiazui Stand Out in the Competition Among Top Financial Cities
The competition in the financial market is no longer limited to the traditional financial services and investment fields, but has expanded to emerging fields such as fintech and green finance. Every financial city is actively exploring innovation to meet the ever-changing international investment needs and strive for a greater say for its own position in the global financial market.
For example, the City of London, as one of the leaders in global fintech innovation, continuously promotes the development of the fintech industry. Its fintech incubators and accelerators such as Level39 provide high-quality entrepreneurial support and resources, helping more than 200 fintech start-ups thrive. In addition, the City of London has also launched a series of green finance support policies, including using the capital market to respond to the COVID-19 pandemic and helping the luxury brand Burberry Group issue its first green bond.
Manhattan in New York also shows unique advantages in the field of financial policies. Its financial regulatory environment is relatively open, encouraging financial innovation and investment activities. Financial institutions and regulatory agencies in Manhattan cooperate closely to establish an efficient financial regulatory framework to ensure the steady development of the financial market. In addition, Manhattan has attracted a large number of international investors and financial institutions to settle in through means such as tax policies, injecting vitality into the financial market.
For Lujiazui Financial City, it is necessary to clarify its core competitiveness and provide the most powerful financial innovation policies and the highest quality business services for enterprises on the basis of grasping the latest global financial trends.
3. New Era of Dual Drivers: Brand IP and Industrial Platform Develop in Concert, Where Will Lujiazui Go
As an intangible asset, brand has huge value. Cities can enhance their popularity and influence and attract more investment and talents by exploring and cultivating brand IPs with local advantageous industries and cultural heritage.
For example, Fengxian used to be a "three-no" area, but under the guidance of Jinkun's clear top-level brand design and the coaching of implemented underlying industrial operation, it has successfully created the 10-billion-yuan level brand IP of "Oriental Beauty Valley" and the 100-billion-yuan level beauty industry highland, enhancing the city's brand momentum and industrial development momentum. At the same time, the brand IP has driven the development of the beauty industry chain, formed industrial agglomeration effect, and promoted urban economic growth.
Another example is that Jinshan used to be the "marginal area" of Shanghai, known for its hazardous chemical industry. Until the participation and assistance of Jinkun, the super IP of "Shanghai Bay" was born, breaking this situation and becoming a brand new urban IP regional brand and business card for Jinshan District and even the whole Shanghai, followed by the signing of a series of well-known brands such as LEGOLAND and Fosun Tourism.
In short, urban development has entered a dual-drive era of brand IP explosion and industrial platform building. This is not only an inevitable trend of urban development, but also an inevitable requirement of industrial upgrading. Lujiazui should seize this opportunity to actively promote brands to empower industries and realize the all-round development of economy and society.
1、Manhattan, New York: The "Dynamic Golden Triangle" of Finance, Technology and Art
As the heart of New York City, Manhattan is an important hub for global business, finance, culture and education, famous for its prosperous economy, diverse culture and international influence; Wall Street is the core of the global financial market, symbolizing financial power and economic vitality. Together, the two constitute an important symbol of the world economy and culture, attracting global attention and investment, becoming an important hub for global cultural and capital flows, and exerting a far-reaching impact on global culture and economy.
In terms of geographical location, Manhattan is located in the center of New York Harbor, the largest port in the United States, with unique geographical advantages. This makes the trade exchanges in Manhattan destined to be more frequent than in other regions. Due to the prosperity of commercial trade, the financial business in the Manhattan area has also flourished, and after a hundred years of accumulation, the business system has been continuously improved. This makes Manhattan the economic center of the entire United States, and at the same time, it has become a key hub connecting North America, Europe and Latin America.
From the perspective of governance model, Manhattan's governance structure is more inclined to the traditional Western urban management model. This urban management model is government-led, with the participation of the private sector and non-profit organizations. In terms of governance mechanism, it focuses more on market leadership, guiding urban development and daily operation through a mature legal system and market rules.
In terms of financial ecology, as an international financial center, Manhattan has a relatively high degree of openness in its financial market, attracting a large number of international financial institutions and capital. At present, Manhattan's financial ecology not only includes traditional financial services, but also covers the rise of technology companies. In recent years, it has also been actively promoting technological innovation, such as the proposal and development of the "Silicon Alley" model, which aims to attract technology enterprises and talents to build a technological innovation center. Through the development of "Silicon Alley", Manhattan closely combines technology and finance to form a technology industrial cluster, promoting the integration of technological innovation and financial innovation.
In the future, Manhattan (Wall Street) will consolidate its leading position in the financial industry by integrating cutting-edge technology and continuous financial innovation. At the same time, the region will also commit to diversified development, fostering a scene of technological prosperity and full of artistic vitality. Manhattan will not only maintain its core position as a global financial hub, but also transform into an urban model full of vitality, innovative spirit and international vision.
2. The City of London: Forging an Urban Model of Inclusiveness, Outward Leadership and Continuous Innovation
The United Kingdom is the world's largest net exporter of financial services. With its convenient time zone and loose supervision, London competes with New York for the position of the world's financial capital. Depending on the criteria used, the two cities often swap the positions of the world's first and second largest financial centers.
In terms of geographical location, London has obvious time zone advantages compared with New York. London is located on the edge of Western Europe, between the Americas and Asia, which enables it to trade with other financial centers on the same day during normal working days: that is, contact Asia in the morning, contact the Americas in the afternoon, and contact Europe all day long, without worrying about transaction interruptions due to time difference problems.
From the perspective of history and culture, the spirit of trade is the essential attribute given to London by history. Before London became a financial center, it was first a commercial and trade center. With the advent of the Great Age of Discovery, the British not only devoted themselves to exploration, but also made innovations in the fields of banking, insurance, shipbuilding, navigation, shipping and other fields. London's commercial expansion, together with the British Navy, promoted the whole country to embark on the road of building a maritime empire. London became the base camp and main beneficiary of the British Empire's overseas trade and colonial expansion, and grew into a world metropolis in one fell swoop. The increasing number of docks and trade exchanges made London more open, and its financial business extended to all parts of the world. Driven by the continuous development of trade, London has not only become the world financial center,