cer sep. 2015

House of MouseHouse of Mouse

SEPTEMBER 2015 VOL. 26, NO. 3 | www.chinaeconomicreview.com 2015 9

• Jurassic World: awe and redemption in a world of chaos• Jurassic World: awe and redemption in a world of chaos

• Winning and losing• Winning and losing

• •

• •

Editor-at-large Graham Earnshaw

Co-Publisher Alex Wong Shiu Chung

Executive Editor Graham Earnshaw

Deputy Executive Editor Gao Fei

Associate Editor Rainy Chen, Skye Sun

Art Editors Jason Wong

Sales Director Ralph Wang

Account Managers Jerry Cheng

Distribution Manager Seana Liu

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EDITOR’S NOTE | 编者的话

House of Mouse

SEPTEMBER 2015 VOL. 26, NO. 3 | www.chinaeconomicreview.com 2015 9

• Jurassic World: awe and redemption in a world of chaos

• Winning and losing

•

•

人民币中间价形成机制调整以来，因为资本外流导致国内的资金紧

张，进一步的货币宽松箭在弦上，而8月25日这个箭射了出来，

力度比预期还要大，在降准的同时降息。

此刻正是中国和全球股市新一轮下行的关键时刻，目前还很难判

断“双降”对于资本市场的作用，因为此轮下行并非完全由资金面变化

引起。

当前也不必过度解读下跌引发的危机，尤其是与亚洲金融危机类

比，亚洲大多数国家的国际收支状况较上世纪90年代有很大改善，且

制度更为健全，即使部分国家较为紧张，但目前仍未到危险的时刻。

自从8月11日人民币贬值开始，市场一直存在降准的预期，但央行

主要采取逆回购和中期便利操作（MLF）等工具向市场投放流动性。

8月25日晚间，央行网站发布消息称，中国人民银行决定自8月26

日起，下调金融机构人民币贷款和存款基准利率。其中，金融机构一年

期贷款基准利率下调0.25个百分点至4.6%；一年期存款基准利率下调

0.25个百分点至1.75%。消息还称，自9月6日起下调金融机构人民币

存款准备金率0.5个百分点同时额外降低部分金融机构的准备金率。

央行此次不仅降准同时还降息，政策力度超过市场预期。央行相

关负责人表示，此次降准，主要是根据银行体系流动性变化，适当提供

长期流动性，以保持流动性合理充裕；降息的主要目的是继续发挥好基

准利率的引导作用，促进降低社会融资成本。

而行业专家认为，降息主要是为了缓解经济压力，降准除此之外

的另一个目的则是为了对冲资金流出。认为这次货币政策出台应该是用

以应对多方面原因的，如流动性不足、经济不景气以及股市暴跌等等。

从调控实体经济的角度来看，降息降准的目的，显然是希望在通胀形势

和流动性创造机制变化的背景下，维持合理的实际利率和支持适度的货

币信贷增速。

值得注意的是，央行此次降准降息的同时还推出了利率市场化的

举措。央行发布的消息称，放开一年期以上（不含一年期）定期存款的

利率浮动上限，活期存款以及一年期以下定期存款的利率浮动上限不

变。利率市场化似乎由此又迈出了重要一步。

In this issue of China Economic Review, we take a solid look

at theme parks, the growth of the business, and the prospects

for their further growth in the massive China market. Disney is

leading the charge with its massive Shanghai park due to come

on line next year, but there are many other aspects of the theme

park story. We also look at the changing landscape of online sales

in China, and their impact on the offline retail economy. Plus

a review of the economic power of Asian-Americans in the US

economy given the unique cultural and social background issues

that influence so many purchasing and investment decisions.

China Economic Review | September 2015 03

10 中国智能手机市场步入成熟期，谁会是下一个新宠？

14

22 米老鼠之家

26 全球娱乐与主题公园研究

32 “趣 · 玩”文化进行时

31 互联网时代，中国主题公园无限精彩

38 侏罗纪世界混沌世界里的敬畏与救赎

78 西藏 · 泽尼寺759年的静默与守候

15

27

The House View

08 Bolstered behemoths

News Highlights

12 Newsbriefs

Cover Story

16 House of Mouse

Interview

30 Infi nite Wonders of China’s

Theme Parks

Culture Map

34 Jurassic World: awe and

redemption in a world of chaos

75 Tibet · Zenisi Monastery

waiting in silence for 759 years

10

12

目录 CONTENT

Cover storyHouse of mouse16How Disneyland Shanghai will change Disney—and China

China Economic Review | September 201504

2014

Find a Better Fit Yet ?

Business has a new centreJunction of Qixin Road and Gudai Road, Minhang District, ShanghaiProject Location

86-21-6037 8186Leasing Hotline

www.mbcshanghai.com

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55 美国市场看涨亚裔消费者潜力

41 中国地产商都在海外做什么？

66 微商朋友圈生意告急

68 股市动荡影响中国科技公司融资

步伐

69“互联网+”风口上的淘金术

72 读懂消费者才是王道

74 市场化再进一步

央行“汇改新政”

81 成败之间

Column

42 China is a rapidly growing

market for online shopping

Q&A

48 Getting warm

Economy

50 Asia-American consumers are

showing bullish buying power

62 Fishy business

64 Paper trail

Look at China

80 Winning and losing

53

目录 CONTENT

22 64

74


22-23 September 2015 InterContinental Hangzhou, China The China Global Investment SummitCo-hosted with the Province of Zhejiang and the City of Hangzhou, this Euromoney-produced Summit will focus on China’s new economy and the development of future industries. Through interactive plenary discussions, Chinese and international business leaders will discuss the global business environment and what China’s new strategic policies including ‘One Belt, One Road’ and ‘Made in China 2025’ will mean for their companies – and yours. This unique summit, which will be simultaneously interpreted in English and Chinese, will bring together over 600 by-invitation-only participants from over 30 countries to explore China’s increasing role in the global economy and the opportunities that it brings. Key topics include:

About Zhejiang

About Hangzhou

[email protected].

Supporting Organisations | 支持單位Official Hotel | 官方酒店

Host | 主辦單位

浙江省人民政府

Organisers | 承辦單位

THE HOUSE VIE W

China’s latest SOE reforms make fi rms bigger, not necessarily better

When reports first began

circulating in 2012 that Xi

Jinping’s new administra-

tion was planning reforms to China’s

bloated SOE sector, many international

observers hoped it would mean an end

to the old model of unprofitable policy

enforcers whose chief concern was to do

Beijing’s bidding. After all, the market

was now supposed to play a “decisive

role” in China’s new economy.

Then, after precious little progress

for more than a year, hopes sprang

anew as word came of plans for con-

solidation: Major state firms were to be

pared down from about 120 to roughly

40. But in the drive to consolidate Chi-

na’s central government-run SOEs, all

indicators to date suggest the chief goal

will be just that: Consolidation.

It appears this latest policy push to

shake up the state-owned sector does

not represent a fundamental shift in

how China’s government-run firms are

structured and run, beyond possibly

making them easier for top leaders to

corral. But fewer firms overall means

fewer divisions of the banking system’s

money pool. Cheap financing from Bei-

jing flowing to a smaller group of cor-

porate colossi could give state firms an

edge over competitors who do have to

worry about their bottom lines. Wheth-

er this ultimately makes them more

profitable is another matter.

“It’s just consolidation—there’s not

too many signs of genuine reforms,”

said Victor Shih, associate profes-

sor at the University of California in

San Diego and longtime observer of

China’s financial system. Even after all

the changes proposed so far, Shih said,

“they’re still SOEs.”

Not for profi t“These are not profit-maximizing

organizations,” Shih said. This fun-

damental feature of state firms raises

questions about the official reasoning

behind the merger of China’s two state-

owned rail companies. Officials have

state these firms had been undercutting

each other in bids abroad, undermining

one another’s profitability and harm-

ing the state in a cycle economists call

“ruinous competition”.

“The whole argument is ridicu-

lous,” Shih said. “The reason there was

ruinous competition between those

two companies is because they had a

soft budget constraint, and they could

borrow as much money as they want-

ed at very low interest rates from the

banks.”

Such perverse incentives seem of lit-

tle concern to top leaders, who have

stated in policy and major meetings

that, in effect, the cure for what ails

China’s state enterprises is more state

and less enterprise. While reforms had

been on the cards since the start of Xi’s

term, they were only laid out on the

table this year. According to state media

reports, Xi told a meeting of the party’s

discipline commission in January that

party control of SOEs should be intensi-

fied, with supervision of company boss-

es strengthened.

Bolstered behemoths


THE HOUSE VIE W

The move fit in with a general push

to centralize power that had already

extended to various governing bodies

through ‘small leading groups’ headed

by Xi and his deputies. Robert Blohm

said Xi’s approach to SOEs differed

from the technocratic, hands-off style

of his predecessor Hu Jintao prima-

rily in prioritizing control. China’s top

leader most recently drove this home in

a speech this week calling for stronger

party leadership at government-run

firms during a politburo meeting at

which unspecified documents on SOE

reform were approved.

Blohm said that if SOEs are sup-

posed to act as tools to help the govern-

ment realize an agenda of international

preeminence, “in that role you need

scale.” Hence the mergers. If that means

the resulting firms operate even more

like arms of the government, so be it.

“For privatization of public finance, the

government seems to prefer the public-

private partnership route.”

That plank of the program came

into view in May, when the National

Development and Reform Commis-

sion invited private investors to help

build, fund and operate a list of 1,043

projects worth a total of RMB1.97 tril-

lion (US$317.75 billion) throughout

China.

These public-private partnerships

improve government firms’ balance

sheets by offloading potential debt onto

private sector companies in exchange

for project rights. They also help fund

projects that new restrictions on off-

balance sheet borrowing might other-

wise preclude.

Uncheckable growthThis is all accomplished without any

of the nettlesome privatization meas-

ures that might actually make SOEs

less beholden to anyone outside their

shareholders in the party, such as

bringing in sizable blocs of private and

foreign shareholders. That might hold

the danger of seats on boards of direc-

tors filled by private sector, profit-

minded investors who could demand

things like the right to hire and fire top

executives.

In fact, abhorrence of profit-mak-

ing projects has extended even to one

of China’s most successful financial

endeavors, the China Development

Bank. The global investor was called

upon early this year to reduce its more

profitable investment expansions and

revert to its proper role as a policy

bank first and foremost. Meanwhile, a

drive to sever SOE executive pay levels

from company profits further encour-

ages those in charge at SOEs to yield

even nominal control to the party in all

things.

To top it off, this isn’t the first time

attempts have been made to pare down

SOE numbers. A recent Brookings

Institution report found that while SOE

numbers had actually dropped from

2004 to 2010, the number of SOE sub-

sidiaries had skyrocketed. Shih, at UC

San Diego, said that conglomeration

might help avert ruinous competition

in some cases, but “the tendency to bor-

row money and expand as much as pos-

sible will still be there.”

For example, now that rail firms

CSR and CNR have merged, the new

entity can go to a bank, pull out the lat-

est five year plan and point to sections

on rail development both in China and

abroad to justify loans without any

worry of another firm trying to under-

cut it. Central government-owned SOEs

in particular are privileged with access

to cheap financing and the ability to sell

products at a loss.

“As a result they do become very

competitive in a sense: As long as the

Chinese banking system can give them

limitless money, and because don’t care

about act bottom line, they’re going to

be very competitive [abroad] because

they can undercut competitors who do

have to worry about their bottom line,”

Shish said.

Yet even if enormous, govern-

ment funds are ultimately limited,

and even a centralized conglomerate

can conceivably fall—perhaps harder

and faster than smaller, unconsoli-

dated counterparts. According to a

report from finance news magazine

Caixin, at end of 2014 state steel trader

Sinosteel and its 72 subsidiaries were

late on payments totaling RMB75 bil-

lion to 80-odd banks both foreign and

domestic.

Nor does expansion abroad guar-

antee success, with much of Sinosteel’s

current woes stemming from its acqui-

sition of Australian iron ore mining

outfit Midwest Corp. According to

domestic media, when SASAC asked

Chinese banks to cancel Sinosteel’s

debts, they refused. “You wouldn’t

have seen that five years ago,” Shih

said. “There’s no longer endless cred-

it.”

The much-maligned SOE structure

and plans for re-structuring seem to be

going nowhere, at least for now. But

logic suggests that economic realities

can only be staved off for so long before

the firms have nowhere left to turn

when the government credit tap finally

runs dry.


新观察

中国智能手机市场步入成熟期，谁会是下一个新宠？文章来源：尼尔森市场研究

在这个多屏时代，几乎人人都拥有一

台以上的智能设备，设备间的融合

性和可替代性受到挑战。智能机市场未来

发展的关键何在？大屏手机时代，平板电

脑的市场前景如何？异军突起的可穿戴设

备的市场究竟又有多大？尼尔森新公布

的《2015年智能设备用户研究报告》针对

中国智能机市场和全球智能机动态，带你

一一解读中国智能设备市场未来发展的新

观点。

中国智能手机成熟期来临消费升级与市场动力转移

根据尼尔森中国消费者信心指数报告

以及尼尔森《智能机用户研究报告》，预

计2015年末中国用户智能手机渗透率将达

到73%，比2014年同期增加11个百分点，

相比较2013年（较2012年增长22%）和

2014年（较2013年增长15%），这一数

字出现明显下滑，标志着中国智能机市场

逐步由快速增长期步入成熟期。

此外，智能机在中国城镇的渗透率

已经非常接近或超过90%，意味着在这

一时期，数量的增加或将不再是主流的趋

势，消费者将更注重追求智能机的质量和

性能。

同时，报告显示，尽管一线城市智能

手机的渗透率已经高达90％以上，且从去

年全年来看渗透率持平（94％），但仍有

55%一线城市消费者在2014年底表示将在

未来12个月购买智能机，这些需求主要源

自设备的更新换代。

尼尔森中国总经理乐是德（Oliver

Rust）指出：“智能机市场将迎来消费升

级—预计在出货结构上，2015年中高端

的份额会逐步提升。抓住消费升级机遇的

厂商将获得快速发展。”，“且2015年，

智能机的主要新增市场将会来自低线城

市、农村，中老年、低收入和体力劳动人


群。根据不同消费群体的需求特质，制定

开发这些低消费力的人群有效策略，将是

把机会变为市场增长点的关键。”

平板电脑第二波增长取决于个性化制定能否成功

根据尼尔森报告数据，截至2014年

底，中国市场平板电脑渗透率达到30%，

接近笔记本电脑35%的水平。“由于平

板第一拨高速增长的主要动力来自于替代

笔记本电脑的娱乐需求，因此当其渗透率

接近笔记本时，是否意味着其高速增长

的阶段已经过去？而下一阶段，只有能精

细化地满足不同特殊场景下的用户个性化

体验需求，才有可能迎来下一波的高速增

长。”乐是德指出。

消费者对智能手表/手环的购买意愿明

显增长，而对于平板电脑的购买意愿没有

明显变化

可穿戴设备接力智能机这类产品未来大有可为

根据尼尔森调查显示，2014年，对于

30岁以下的年轻人以及学生群体对智能手

表或手环的购买意愿分别有两个百分点和

六个百分点的提升。

从个人电子消费品类来看，平板电脑

渗透率已经接近笔记本电脑的水平，而智

能手表/手环仍有较大空间。

乐是德认为如果说智能机是必须品，

智能穿戴设备则是极具个人色彩的非必需

品，故可穿戴设备的未来市场潜力还有待

进一步挖掘，例如，它可以覆盖智能机无

法覆盖的细分人群，如老年人和儿童，因

为家长不会给一个7岁的儿童购买智能机，

却完全可能为他穿戴上一块智能手表。

据尼尔森阿里巴巴赚金石平台监测显

示，消费者真正关心的是智能设备的外

观设计（18%）和健康功能（34%），而

电池续航能力的重要性则没有出现在前10

位的关注点之内。因此，尼尔森相信，在

外观设计和健康功能给消费者带来卓越体

验的智能穿戴产品，将会在这个市场创造

新一波的销售增长。

新科技设备的接力赛开始《第一财经周刊》消费大数据预测未来

在第一财经和阿里巴巴发布的《中国个性化消费大数据报告》中显示，有不少数

据是关于家电以及科技消费品的。我们可以看到90年代的空调、电脑、录像机，

再到新世纪以来的手机、电脑、汽车，一种商品成为消费热点之后，又逐渐淡出

消费热点，形成排浪式的变化。在报告中，不少智能科技产品的销售增幅巨大。

“所有的消费市场都是如此，既然有新兴市场必定也存在成熟市场。”英敏

特生活方式高级研究分析师顾菁表示，与那些新兴的科技产品相比，传统大家电

市场在未来肯定增速放缓。

根据中国家用电器协会数据，今年一季度电冰箱和空调累计产量同比负增

长，洗衣机同比增长接近10%，一季度电冰箱、洗衣机销售同比微增。另外，我

们的数据也显示，消费者对大件家电的采购趋势也开始从此前的高速增长转向平

稳增长。

虽然如此，但传统家电行业为了适应时代发展在不断升级换代。以电视为

例，2015年开始，腾讯、百度等互联网行业龙头加大在智能电视领域布局。腾讯

先后与康佳、海信等电视龙头在电视游戏上展开合作。同时，鹏博士作为通讯运

营商也加入智能电视供应商大军，零利润提供电视硬件、掘金运营、视频等附加

服务价值。传统彩电制造业、互联网企业、通讯运营以及传媒企业，纷纷加入智

能电视终端提供。

中国银河证券的一位分析师称，这将加快智能电视的普及和大众习惯的养

成，硬件普及后将使视频、游戏、在线教育等新服务走进千家万户，带来电视产

业链全新的盈利模式。

人们消费水平的提高也体现在他们愿意为新科技设备买单。

顾菁表示，移动设备尤其如智能手机和平板电脑已经快速占领科技市场，并

成为城市消费者们生活不可或缺的物品。“在过去五年，智能手机的市场量复合

年均增长率为65.9%，平板电脑则为157.3%。79%的平板电脑拥有者主要以娱

乐为目的，电子游戏等或会更热。”

而《中国个性化消费大数据报告》显示，2014年开始爆款的单品无疑是

智能机器人和可穿戴设备。仅以扫地机器人为例，在阿里大数据上，这一产品

在2014年的销售额同比增速达到159.02%，增速排名在全部品类商品中排名第

26位。

“得益于网络环境改善带来的连结性能大幅度提升，智能可穿戴设备原有的

商务健康功能被极大程度的释放，并激发开发者的极大创意,”尼尔森中国总经理

乐是德(Oliver Rust)说，“因其可覆盖智能机无法覆盖的细分人群，比如老年人

和儿童，譬如家长不会给一个7岁的儿童购买智能机，但完全可能为他穿戴上一

块智能手表。”

“可穿戴设备的未来市场潜力还有待进一步挖掘。如果说智能机是必须品，

智能穿戴设备则是极具个人色彩的非必需品。如何让消费者买单，需要我们敏锐

的捕捉到消费者的个性化需求”，他强调。

乐是德相信，在外观设计和健康功能给消费者带来卓越体验的智能穿戴产

品，将会在这个市场创造新一波的销售增长。


新观察

NE WS ROUNDUP

NEWS HIGHLIGHTS

China’s international payment system to be limited solely to trade dealsThe China International Payment Sys-

tem set to launch this year has become

a scaled-back version of its former self

that will only be used for cross-border

yuan-denominated trade deals, rather

than also including capital transactions,

Reuters reported, citing two unnamed

sources. The move could delay billions

of dollars worth of transactions that

would have gone through the system,

which will now offer at most a network

for settling yuan-based trade-relat-

ed deals complimentary to a current

patchwork of Chinese clearing banks

dotted around the world.

Close to 90% of China’s 668mn Internet users get online via smartphoneChina’s Internet users rose to 668

million as of the end of June, push-

ing internet penetration for the country

to 48.8% as the proportion of those

using smartphones rose to 88.9%,

South China Morning Post reported,

citing a new report by the official China

Internet Network Information Center.

The number of people using desktops

and laptops to go online fell to 42.5%

and 68.4%, respectively. Tablets fell to

33.7%, and are expected to drop further

as large-screen smartphones proliferate.

Mobile online services saw correspond-

ing gains, as mobile payment users grew

to 276 million and mobile e-commerce

users hit 270 million.

Wal-Mart buys remainder of online retailer Yihaodian after co-founders’ departureWal-Mart has purchased the remaining

49% of Chinese e-commerce venture

Yihaodian, gaining full ownership of

the online retailer after its co-founders

announced their departure earlier this

month, The Wall Street Journal report-

ed. Wal-Mart acquired the remaining

Yihaodian shares from financial serv-

ices group Ping An of China and the co-

founders, former Chairman Yu Gang

and former CEO Lui Junling. Wal-Mart

is eager to link the online retail out-

fit with its more than 400 brick-and-

mortar Chinese stores, where traffic has

fallen over the past three years and was

down 8.9% last quarter.

China CO2 pledge entails mas-sive build-out of hydropower damsBeijing’s plans to cut CO2 emissions

will commit it to developing a round

of ecologically destructive hydropower

dams in China’s southwest, central and

western provinces, The Financial Times

reported, citing analysts and advocates.

“By the end of the 13th five-year plan

the rivers in southwest China will be

basically gone,” said Stephanie Jensen-

Cormier, spokesperson for NGO Inter-

national Rivers, referring to China’s

policy blueprint to 2020. Installed

hydropower capacity is set to rise to

350 gigawatts by 2020, an increase of 60

GW, plus a possible additional 70GW

in storage capacity at reservoirs creat-

ed to mitigate seasonal fluctuations in

power generation caused by changing

river flow.

Rare earths still plentiful despite crackdown on smuggling opera-tionsChinese authorities are struggling to

break up an illegal supply chain for rare

earth metals, 40,000 tons of which were

smuggled out of the country last year,

Reuters reported, citing industry esti-

mates. The smuggled minerals, which

far exceed the 28,000 tons of officially

recorded exports, are squeezing over-


seas producers like America’s Molycorp

and Australia’s Lynas Corp, whose busi-

ness plans were built on China’s efforts

to crack down on illegal production and

restrict domestic supply. Many hoped

removing quotas and tariffs this year

would end arbitrage opportunities, but

with Beijing imposing production caps

and many miners operating well below

full capacity, the incentive to produce

remains.

AIIB launches with 50 member states and China holding veto powerFifty countries ultimately signed the

articles of incorporation for the Beijing-

backed Asian Infrastructure Investment

Bank, a list that was short of prospective

members Denmark, Kuwait, Malaysia,

Poland, South Africa, Thailand and the

Philippines, The Wall Street Journal

reported. Delegates from all but the

last - which recently produced a state-

funded documentary on its ownership

of territory in the South China Sea

that China also claims - cited proce-

dural constraints at home, and said they

would likely sign within a few months.

As the largest shareholder China will

hold 26.06% of the bank’s votes, giving

it an effective veto over major decisions,

according to state media.

Crackdown on illegal meat drives smugglers to more dangerous measuresA crackdown on meat smuggling by

Beijing appears to be driving smugglers

at China’s borders with Hong Kong and

Vietnam to take greater risks with food

safety, Reuters reported, citing inter-

views with smugglers, traders, customs

agents and anti-smuggling officials. Sei-

zures of smuggled meat have jumped

nearly threefold this year and spurred

headlines alarming to even Chinese

consumers already wearily familiar with

food scandals. Greater scrutiny means

customs agents often no longer turn a

blind eye to refrigerated trucks entering

China, forcing smugglers to adopt more

desperate and dangerous tactics. “Peo-

ple are bringing [meat] over one box

at a time, just like ants moving home,”

said a customs official in the city of

Changsha.

NE WS ROUNDUP


聚焦

中国新的国际支付系统将对商业交易有所限制路透社报道，据两条匿名消息透露，中国

将于今年发布的国际支付系统相较之前版

本，功能遭到削减，只能用于以人民币为

基准的跨境商业交易，不再包括资本交

易。这项举动将阻碍本可通过该系统进行

的价值数亿美元的交易。目前中国票据交

换银行布及全球，将为以人民币为基准的

相关贸易提供平台。

近九成中国网民通过智能手机上网据南华早报报道，一份来自中国互联网络

信息中心的官方报告指出，中国互联网使

用者总人数在6月底达到六亿六千八百万，

将全国互联网普及率推升至48.8%，智能

手机的普及率也达到了88.9%。其中，使

用台式机和笔记本电脑上网的用户比例分

别下降至42.5%和68.4%。平板电脑的用

户比例降至33.7%，由于大屏智能手机的

普及，这一数字还将继续下跌。随着移动

支付用户人数升至两亿七千六百万、移动

电子商务用户升至两亿七千万，移动在线

服务行业也获得了相应的收益。

一号店联合创始人离职后，沃尔玛全资收购一号店股权据华尔街日报报道，中国电子商务企业一

号店创始人宣布退出后，沃尔玛成功收购

一号店剩余的49%股权，实现了完全控

股。沃尔玛分别从中国平安保险公司、一

号店联合创始人、前任董事长于刚及前任

CEO刘峻岭处购得股权。沃尔玛希望将一

号店的在线零售网络和其位于中国的400

余家实体商店相连。其实体商店在过去三

年经历了客流量的下跌，上一季度跌幅为

8.9%。

中国关税的取消仍无法拯救韩国的泡菜产业纽约时报报道，今年6月刚签署的自由贸易

协定中，北京承诺取消韩国泡菜关税，但

这一规定可能依旧无法拯救产量日趋下降

的泡菜产业。在这之前，泡菜作为发酵食

品，含有大量细菌，而中国对于进口腌制

品的细菌含量拥有严格规定，因此政府禁

止韩国泡菜产品的进口。韩国对华泡菜出

口产业之后迅速衰退，转而进行原材料卷

心菜的进出口。

肉类走私打击力度大大增强，导致走私行为走向极端据路透社相关采访报道，北京对肉类走私

中经评论聚焦


聚焦

的严厉打击导致中缅边境和香港肉类走私

泛滥，食品安全存在风险。没收走私肉类

力度于今年加强三倍，警醒已对食品安全

丑闻疲于应对的中国消费者再次重视。更

严厉的审查意味着海关将对进入中国的冷

藏货车更为谨慎，也令走私团伙铤而走险

采取更极端的措施。据长沙一海关人员透

露，有人员采用蚂蚁搬家的手法，将肉类

一盒一盒分次运输。

严厉打击走私行为并未影响稀土矿产量据路透社报道，中国当局正努力击破稀土

金属非法供应链。业内人士预测，去年约

有4万吨稀土金属通过这一渠道被走私出

国，远远超过官方2万8千吨的出口量。美

国Molycorp和澳大利亚Lynas Corp等海

外稀土生产商在华的商业计划建立在中国

努力打击非法生产和限制国内供应的基础

上。许多人期待今年取消配额和关税的规

定将终止套现机会，但随着北京加强产量

以及许多矿厂生产运营远低于满负荷量，

生产积极性依旧存在。

亚洲基础设施投资银行在50名成员国支持下成立，中国持有一票否决权华尔街日报报道，50个国家正式签署《亚

洲基础设施投资银行协定》，除50名成员

国和就南中国海归属问题与中国产生争端

的菲律宾外，还有包括丹麦、科威特、马

来西亚、波兰、南非和泰国在内的意向创

始成员国表示将在今后几个月内签署这一

协定。据官方媒体披露，中国作为大股

东，持有26.06%的投票权，对重大决策

拥有有效否决权。

中国二氧化碳治理指向大力建造水电站据金融时报报道，北京减少二氧化碳排放

量的计划包括在中国西南和中西部省市大

力建造具有生态破坏性的水电站。国际河

流组织发言人Stephanie Jensen-Corm-

ier就中国2020年政策蓝图表示，在第13

个五年计划之时，中国西南地区的河流将

基本消失。到2020年，水利发电量将升至

350千兆瓦，达到60千兆瓦的增幅，另外

还有70千兆瓦的水库存储电量以缓和因改

变河道水流而引起的发电量季节性波动。

中国游客东南亚游热度下降2014年度中国出境旅游以28%的增幅达到

1650亿美元。除泰国略有回升外，东南亚

国家如马来西亚和印度尼西亚等国家，由

于航空安全和政治因素等考量，中国游客

数量在今年第一季度同比由190万跌至150

万人次。2013年和2014年两年中，国家

年平均游客数量也从640万人次跌至620万

人次。东亚和北亚中国游客数量则在今年

第一季度增加38%，达到330万人次。

中国发展对于全球扶贫事业做出巨大贡献纽约时报援引联合国相关报道，过去15年

全球极端贫困遭到大幅削减，很大程度得

益于中国经济发展。联合国于15年前制定

的千禧年发展目标旨在改善全球贫困人士

生活，终评价该计划成功，然而评论家

认为单单制定全球目标并非有益。耶鲁大

学经济学教授Dean Karlan表示，不同国

家不可相提并论，整体目标并不能指明明

确的方向。


House of Mouse

COVER STORY


How Disneyland Shanghai will change Disney—and China

COVER STORY

pany’s intellectual property. For China

it represents a dynamic new rival for

existing sophisticated park operators,

imminent apocalypse for low-quality

competitors, and a new, higher stand-

ard to which the country’s burgeoning

theme park industry will inevitably be

held.

But yes: Shanghai Disneyland will

also almost certainly make an obscene

amount of money—though thanks to

advancements by local rivals, it’s unlike-

ly to be the only one.

Big figuresThere is no denying Disney’s domi-

nance of the global theme park indus-

try, and the latest TEA/AECOM 2014

Global Attractions Attendance Report

attests to the enduring growth in foot

traffic at practically all of its locations

(save for Disneyland Paris, where visitor

numbers fell 4.7%).

Walt Disney Attractions easily

topped the latest industry with attend-

ance totaling over 134 million visitors

in 2014. Visitors to Disney’s parks were

more than double those of runner-up

Merlin Entertainments Group and well

over triple the attendance of Universal

Parks and Resorts in third place. But

China’s theme park industry is shaping

up in its own right, adding urgency to

Disney’s debut on the mainland.

China’s OCT Parks group came in

fourth place at almost 28 million visi-

tors, and the top ten for 2014 saw two

more Chinese groups’ debut: Ninth

place had Chimelong Group with

In 2006 the Spring Festival holiday

in Hong Kong began on a Saturday

and ended on a Tuesday. The mobs

hit the magic kingdom on Wednesday.

It turned out that Disney had sold

special tickets to its Hong Kong park

that weren’t valid on certain days,

including Spring Festival. But in Hong

Kong that didn’t include the three extra

days allowed for the holiday on the

mainland. Soon tour agencies were bus-

sing in more Chinese visitors than the

park’s operators could possibly handle.

After lackluster performance following

its launch, the 30,000 person-capacity

park was suddenly offering refunds as it

turned back tourists at the gates.

“It was a major disaster,” said

Markus Schuckert, an assistant profes-

sor at Hong Kong Polytechnic Univer-

sity’s School of Hotel & Tourism Man-

agement. “They had valid tickets, they

should’ve been able to enter the park.”

The upshot was all that unmet

demand, tantalizingly close across the

Hong Kong-mainland border. Nine

years later Disney is nearly in a position

to take advantage of it with Shanghai

Disneyland scheduled to launch in the

spring of 2016.

Long in the coming it may be, but

there are few safer bets than Shanghai

Disneyland. There are far more far-

reaching ramifications to the Disney

kingdom’s mainland debut than the

castles of cash it will bring in. For Dis-

ney the new park will be a promotional

tool as well as intelligence source, both

a bastion and beachhead for the com-


18.6 million visitors and Songcheng

Worldwide came in tenth with 14.5

million—respectively up almost 60%

and over 103% from 2013. (Chime-

long’s successful launch of its Ocean

Kingdom park in Zhuhai drew big

numbers and a prestigious industry

award.) These groups actually man-

aged to squeeze two other Chinese

groups off the list from 2013: Fantaw-

ild and Haichang.

Nine of the top ten theme parks

in the world were Disney’s in 2014,

though two mainland parks made the

top 25 and Hong Kong Disneyland

came in fifteenth. But 13 of Asia’s top

theme parks were located in greater

China in 2014, the top two of them in

Hong Kong: Ocean Park in fourth and

Hong Kong Disneyland in sixth. Chi-

nese tourists drove growth around the

region as well. Lotte World in South

Korea saw a big increase in attendance

almost entirely thanks to mainland

Chinese visitors.

Chimelong’s Ocean Kingdom was

open for 11 months last year but is

already at #10 of Asia’s top 20 list and

is rapidly expanding its hotel capac-

ity. Adult admission of RMB350

is 80% higher than the competitive

market price of RMB200, according

to AECOM, indicating that people are

willing to pay for quality. Disney is

counting on it.

Changing Disney“Disney obviously gains access and a

share of huge, growing, rising income

market,” said Mark Soskin, associate

professor economics at the University

of Central Florida’s College of Busi-

ness. Sorkin, who has co-authored a

number of papers on Disney’s growth

and business model, said the park had

effectively been pre-sold with little

marketing thanks to Disney’s global

recognition.

The reverse is true as well: Shang-

hai Disneyland will provide the com-

pany with a new venue to promote its

intellectual property. Already it has

announced that the new park will fea-

ture an area dedicated to the Star Wars

franchise, which currently carries little

of the cache of Mickey or Marvel in

China.

The Shanghai location will also pro-

vide a valuable intelligence gathering

point for Disney as it tries to figure out

what will play best to mainland audi-

ences. But the branding won’t stop at

the park gates.

“The Chinese [tourist] mentality

is very much for shopping and mer-

chandise and then giving gifts back

home,” Schuckert said. He suggested

that the proclivity to bring back sou-

venirs would play an important role

in Disney’s strategy for the new park,

much as it does in Tokyo’s Disneyland.

That would mean more merchandise

in more Chinese homes, even those

who don’t visit the park.

Sorkin added that other Dis-

ney parks would likely benefit from

the new one as well. “Each new park

spreads the cost (and thus lower-

ing Average Cost) of developing and

installing new rides and park attrac-

tions,” he said.

Changing ChinaFor China the most immediate impact

of Shanghai Disneyland will be on its

domestic theme park industry. While

up and comers like Chimalong have

raised the bar, says Schuckert, “Disney

will be more advanced because Disney

always operates on the highest stand-

ards possible.” That will play a role

in educating consumers about what a

theme park can be.

“It will really impact the indus-

try. The Chinese tourists will experi-

ence better parks and they will know

where to go and where not to go in the

future,” Schuckert said. He suggested

that while such top-tier competition

as Chimelong, Songcheng, Fantaw-

ild and Haicheng would survive, the

outlook could be grim for lower-tier

parks without a strong theme or qual-

ity attractions.

“Maybe we’ll see a shakeout of

theme parks, especially in the area

around Shanghai,” he said. That could

encourage blowback from those affect-

ed. Donald Keane, Professor of Chi-

nese Media at Curtin University, said

that for many nationalists in China,

said that not everyone would appreci-

ate Disney’s inroads on the mainland.

“Mickey Mouse is a potent symbol

of capitalism, creativity, the US and all

COVER STORY


COVER STORY

that goes with that,” Keane said. “Dis-

ney represents… a kind of archetypal

Western company.”

But market forces could play to

the company’s advantage, and to the

industry’s. Where many feared that

Hong Kong Disneyland’s debut would

marginalize the territory’s established

park, Ocean Kingdom, both parks now

do good business and have benefitted,

from healthy competition, Schuckert

said.

Sorkin agreed that cultural issues

were critical, and said Disney had

learned to be flexible without compro-

mising or diluting its brand reputation.

But the new park wasn’t without its

risks, he said.

“Even a subtle error can offend

local sensibilities that virally explodes

in this age of social media into an

international embarrassment that takes

months or years to reverse,” he said.

“Rival parks and tourism attractions

may have an interest in blowing such

incidents into an edge via advertising;

but just as often, surrounding, parasiti-

cal business and entire regional econo-

mies have a strong fiscal incentive to

protect and defend Disney.”

There is likely plenty of local inter-

est in Shanghai Disneyland’s success.

At 963 acres the new park is much

larger than its Hong Kong forbear, and

Disney owns only 43% of the 963-acre

park, though it gets 70% of the man-

agement company running the resort.

The rest of those assets belong to a

consortium of state-owned compa-

nies known as Shanghai Shendi Group,

putting the local government firmly on

Disney’s side.

The park also received an enormous

cash injection from the Agricultural

Bank of China in 2014 when Disney

decided to delay the park’s opening

to avoid the underwhelming opening

performance of Hong Kong Disney-

land, which early visitors complained

felt half-finished.

Keane said the Disney’s expand-

ed presence on the mainland also

increased the likelihood of a Disney-

China coproduction in the near future,

echoing what is happening elsewhere

in the film industry.

“This kind of thing will make a kill-

ing in the theaters and give the local

industry some credibility,” Keane said.

That would fill everyone’s coffers, and

encourage more expansion. “Disney

after all is about expanding empire,”

he said.


封面故事

米老鼠之家上海迪斯尼乐园的开业意味着对迪斯尼集团和中国带来双重影响


2006年的农历春节，香港人的四天假

期从星期六起，止于星期二。就在春

节假期结束后的第一天—这个普通的星

期三，却有大量游客纷纷涌向香港迪斯尼

乐园。

出现这一情况的原因主要在于香港

迪斯尼乐园所销售的门票十分特殊，包括

春节在内的特定节假日是不可使用的。然

而大陆的春节假期长达七天，因而较之香

港多出的三天假期并不受限于门票的特殊

规定。于是旅行社们充分利于这一规定，

在这一时段组织大陆游客赴港游迪斯尼乐

园，以至于超出了乐园的大负担。本可

容纳3万人的迪斯尼乐园不得不将超出承受

范围的游客拒之门外，为其安排退款。

这一情况在香港理工大学酒店旅游管

理专业副教授Markus Schuckert看来，

无疑是迪斯尼乐园的重大失策。既然游客

持有的是有效门票，便没有理由被园方拒

之门外。

这一局面归根结底源自大陆消费者未

被满足的市场需求。因此，9年后的今天，

迪斯尼集团希望利用将于2016年春季开业

的上海迪斯尼乐园弥补这一问题。

尽管上海迪斯尼乐园尚未开业，但几

乎已经可以预计其未来的成功。迪斯尼乐

园在中国大陆的初次登场，除了带来非凡

的经济利益之外，还具有其他更为深远的

意义。于迪斯尼而言，新的乐园将成为迪

斯尼旗下各知识产权的阵地，有利于今后

的推广和宣传。于中国而言，为大陆市场

现存的乐园运营企业增加了一个极具竞争

力的新对手，为低质量的竞争者带来极大

冲击，也将为国内整个主题乐园产业设立

更高的标准。

诚然，目前我们几乎可以肯定上海迪

斯尼乐园的开业势必将带来经济上的巨大

收益。然而本土竞争者们亦不甘示弱，在

行业内已颇有发展。因此上海迪斯尼乐园

若想一家独大，也绝非易事。

大数据迪斯尼集团在全球主题公园产业的领

先地位毋庸置疑。根据美国主题娱乐行业

协会TEA和艾肯国际咨询公司AECOM联

合发布的2014年全球主题景点入场人数报

告显示，除巴黎迪斯尼乐园4.7%的下降

外，全球各地的迪斯尼乐园都拥有在客流

量方面的持续增长。

华特迪斯尼公司在2014年度轻而易

举吸引了总计超过13.4亿的游客，登顶

行业之首，领先排名第二位的默林娱乐集

团两倍、排名第三位的环球影城三倍有

余。然而，中国的主题乐园产业正在凭借

自身能力不断发展壮大，这也为迪斯尼乐

园在中国大陆的初次登场增添了不小的紧

迫感。

中国的华侨城集团位列榜单第四

封面故事


位，共吸引2.8亿人次入园。此外，进

入榜单前十的中国企业还有长隆集团和宋

城集团，分别凭借1.86亿人次和1.45亿人

次位列第九和第十，相比2013年，增幅约

为60%和103%。长隆集团在珠海建立的

长隆海洋王国获得了商业和口碑的双赢，

也获得了业内权威奖项的肯定。这些集团

将2013年上榜的深圳华强文化科技集团和

海昌海洋公园控股有限公司挤出了榜单。

2014年度全球前十大主题乐园中，

迪斯尼集团独占9个席位。两家大陆主题乐

园位居前25位，香港迪斯尼乐园则位列第

15位。亚洲榜单中的13家主题乐园位于中

国，其中2家位于香港，分别是排名第4位

的海洋公园和排名第6位的香港迪斯尼乐

园。中国游客对周边国家旅游业的拉动力

也不容忽视。韩国乐天世界客流量的攀升

很大程度上便得益于中国大陆游客。

长隆海洋王国自去年开业仅11个月以

来，便已经位列亚洲榜单的第10位，并且

仍在不断扩大其酒店的容纳数量。该乐园

的成人票定价为350元，这一价格要远远高

于市场普遍认可的200元票价。艾肯国际

咨询公司AECOM指出，消费者如今普遍

愿意出更高价以换取更高质量的体验和服

务。迪斯尼也认可和指望这一消费心理。

于迪斯尼之变迪斯尼发展和商业模式研究学者、

任职于中佛罗里达大学商学院的经济学副

教授Mark Soskin认为，迪斯尼无疑将从

中国这一巨大而快速发展的市场中获利匪

浅，主要得益于迪斯尼在全球极高的认可

度和知名度。

反之亦然，上海迪斯尼乐园将为迪斯

尼公司提供一个推广其旗下知识产权的新

平台。根据官方公布的消息来看，上海迪

斯尼乐园中将有一块以“星球大战”为主

题的区域，尽管星球大战在中国的大众知

名度不及米老鼠或漫威英雄系列，但随着

乐园的开业，势必将有所改善。

而位于上海的迪斯尼乐园也将成为迪

斯尼深入了解中国消费者的契机，从而更

好地掌握中国大陆观众的喜好。然而，品

牌推广并不单单止步于乐园。

Markus Schuckert指出，中国游

客的心态常常以购物为主导，习惯购买在

旅途结束后返回家中时能够赠送亲友的礼

品。这种购买纪念品的倾向将会成为迪斯

尼进军中国市场的重要战略，正如日本东

京迪斯尼乐园一样。这也意味着无论游玩

与否，许多中国家庭中将会出现迪斯尼的

产品。

此外，Mark Soskin补充道，位于全

球各地的迪斯尼乐园也极有可能受益于新

开业的上海迪斯尼乐园。这其中的原因在

于，每家新开业的乐园都将与全球其他兄

弟乐园共同承担新项目和新景点的开发和

安装成本。

于中国之变对于中国而言，上海迪斯尼乐园的开

业，所带来的直接的影响莫过于对本土

主题乐园产业的冲击。Markus Schuckert

表示，行业的后来者们，如长隆集团等在

内，如今的发展都已经更上一层楼，而迪

斯尼乐园所使用的设备和技术是行业内公

认的高标准。这也能教育中国消费者，

了解何为真正优质的主题乐园。

封面故事


Markus Schuckert认为，迪斯尼

乐园的开业将会影响整个行业。当中国消

费者体验到更好的主题乐园后，便会拥有

更明确的对主题乐园的判断力。他同时预

言，包括长隆、宋城、方特等较高层次的

主题乐园将会在与迪斯尼乐园的竞争中存

活，而对于较低层次、缺乏鲜明主题和高

质量的乐园，迪斯尼的出现势必会对其产

生动摇。

“或许我们将会看到主题乐园行业

的经济衰退，尤其是上海这一区域。”科

廷大学中国媒体学教授Donald Keane说

道。在他看来，对于中国诸多民族主义者

而言，并非人人都能欣赏迪斯尼这一进军

中国大陆的行为。

“米老鼠一向是资本主义、创造力、

甚至美国形象的强有力代表，未来也并不

会改变。迪斯尼代表着某一类典型的西方

企业。”Donald Keane补充道。

“市场的力量能够有助于企业和行业

的发展。当初许多人担心香港迪斯尼乐园的

封面故事

开业会对既有的海洋公园带来负面影响，但

事实证明，良性竞争反而能够同时令双方受

益。”Markus Schuckert如是说。

在Mark Soskin看来，文化问题至关

重要。尽管多年来，迪斯尼已经学会在不

同市场适当变通，无需过度妥协让步和稀

释自身的品牌声誉，但对于中国大陆的这

家新乐园，风险并非不存在。

他认为，在如今的社交媒体时代，即

使是再细微的失误，都有可能触发当地市

场的敏感点，从而引发网络上的大规模讨

论，将其升级为一个国际性的问题。而问

题一旦产生，则需要花费经年累月才有可

能消除。竞争对手，无论是主题乐园还是

旅游景区，也很可能放大其失误。不过通

常来说，周围与之共存的商业经济、甚至

整个地区经济由于其强大的财政刺激也会

选择保护和捍卫迪斯尼。

上海迪斯尼乐园的成功运营将会为

地方经济带来非凡利好。整个迪斯尼度假

区占地963英亩，从面积而言，上海迪斯

尼乐园将远超香港迪斯尼乐园。尽管在这

963英亩的占地面积中，迪斯尼乐园仅占

其中的43%，但就管理权限而言，迪斯尼

集团占据了其中的七成，其余的管理权则

由一家名为上海申迪集团的国企所拥有，

这也意味着当地政府与迪斯尼共进退。

香港迪斯尼乐园的开业成绩平平，甚

至引起了早期参观者的抱怨和投诉，认为

乐园仅是半成品。吸取这一失败的教训，

迪斯尼集团决定推迟上海迪斯尼乐园的开

幕。在2014年，上海迪斯尼乐园从中国农

业银行处获得了巨大的财政注资。

Donald Keane认为，迪斯尼进军中

国大陆的决策也可能进一步增强未来迪斯

尼和中国之间的共同合作，尤其在电影产

业方面。

“这类合作势必将会给电影市场带

来极大的商机，也能够为本国的电影产

业增添信心，这是双赢的局面。迪斯尼

一直以来都是扩张脚步永不停歇的商业帝

国。”Donald Keane如是总结。


2015年是继全球主题景点行业在全球

经济复苏之后，继续出现访客量持续

增长的一年。在主题公园中，欧洲已实现

逆转，具有3%的增长率；美国一直稳定增

长，略高于2%；亚洲仍然是领先者，但优

势不是十分显著，约5%。

从投资角度来看，全球主题景点行业

的所有相关商业活动仍将重点关注亚洲。

在景点方面，亚洲市场供给仍太少，但满

足主题娱乐所需收入门槛的中产阶级数量

却已经日益增多，从而为主题娱乐提供可

持续发展的重要支撑。

技术和知识产权随着美国经济衰退的结束，主题公

园产业已恢复到一个新常态，并表现出温

和、稳定的增长所代表的成熟市场的特

征。这个成熟市场的表现仍然体现出骄人

全球娱乐与主题公园研究

的成绩，并且蕴含着巨大的突破空间。在

近几年中，引人注目的是环球影城的

哈利波特魔法世界，几年前它已突破经济

衰退状况，并为奥兰多重新带回游客。环

球影城现已扩大其在奥兰多公园的规模，

包括对角巷和霍格沃兹快车（2015年，获

得多项THEA奖），我们即将看到更多的

哈利波特景点。

哈利波特景点代表当代行业内两个

主要元素：成熟技术应用和知识产权

（IP）。这是一项巨大投资，更令人印象

深刻的是其完成速度和极高整体质量，类

似这类景点必须具有超敏感的知识产权。

当今，我们的行业与知识产权所有者

进行合作，已上升至创造性协作和整体规

划的一个新水平。越早获得知识产权，并

将其从银幕转移至现实环境，那么就能越

早获得回报且回报越多。类似这类独特的

知识产权对设计及执行品质要求特别高。

全球娱乐与主题公园的增长趋势在全球排名前25位的主题公园中，

美国由去年共11个下降至今年共10个，

而亚洲市场规模不断扩大正使得该趋势更

明显，预计该趋势还将持续数年。虽然在

短期内许多行业知识不断往海外输出，以

支持其他市场新建公园的发展，但从长远

来看，这很可能导致美国进一步创新，例

如：将国际公园的成功思路实施在境内新

建公园上。

美国主题公园的增长主要集中在排名

前九位的公园，这得益于迪斯尼集团和环

球集团，去年这些公园的总游客人次上升

4.2%，而与去年同期相比，今年游客增加

410万人次，但因其余11个公园下降2.8%

而抵消该增长率，其余11个公园与去年

本文节选自全球主题娱乐协会（Themed Entertainment Association,TEA）与AECOM联合发布的第九个年度的主题公园报告。

封面故事


同期相比游客量减少110万人次。这项显

示说明具有全球品牌认可的主要运营商日

益增强的主导地位，他们有机会获得强大

的知识产品，增加住宿配套，并集中在奥

兰多及加利福尼亚州南部形成顶级旅游

市场。

纵观排名前10位的拉丁美洲主题公

园，与2013年相比，2014年排名前10位

的公园总游客人次增长5%。这甚至超过

前一年将近4%的增长率。同时我们也看

到前10名中的一些变动，进入排

行榜。

与2013年同期相比，2014年内亚洲

市场前20位主题公园整体游客人次增长近

5%。其中，日本环球影城由于哈利波特魔

法世界的开放，能看出游客人次出现显著

增长。东京迪士尼度假区，由于其30周年

庆促销活动，因此2013年内游客人次非常

巨大，2014年维持同水平的游客量。珠海

开放的长隆海洋王国主题公园游客人次很

多，且好评如潮，并且获得了Thea杰出成

就奖。

事实上在高游客人次全球排名前25

位主题公园排行榜中，亚洲占据了10个。

表明亚洲市场处于一个持续增长模式。在

景点投资和营销中继续实施创新的公园将

得到有效的回报，而其他停滞不前的公园

将在市场上逐渐丧失其吸引力。

亚洲大规模的主题公园越来越大，增

加和扩建以满足不断增长的游客市场。例

如，韩国乐天世界游客人次经历较大幅度

增长，这几乎完全得益于中国大陆游客到

访量的增加。

海洋公园和香港迪士尼正在为香港带

来更多的休闲旅游业绩增长，当上海迪士

尼度假区于2016年春季开放时，将会造成

另一轮旅游冲击，目前已经扩大计划中的

园区容量，并正在进行筹划，以确保一切

就绪。对于中国主题公园，对于中国的主

题公园，选择在节假日开园有着明显的市

场考量。

根据行业预测：2020年亚洲市场将

会赶超美洲，也有可能会比这个时间再早

一些。

封面故事

行业的中国领军

三个亚洲集团：华侨城、长隆和宋

城现已进入全球排名前10位的

连锁主题公园排行榜。他们是如何实现

该业绩的？对于华侨城集团，主要通过

增加新公园和保持其现有公园的相对稳

定性。长隆集团通过长隆海洋王国的成

功开放而首次被推选进入到全球榜单。

宋城集团通过在一些城市中增加新文化

主题公园和表演场馆，现正处于积极扩

充趋势中。未来我们将从这三个集团看

到更多新景点；地域扩建是华侨城的模

式，另外长隆和宋城都有几个正在准备

中的新项目。中国方特欢乐世界集团和

海昌集团今年被挤出榜单，因为他们正

在扩大其投资和公园数量。

宋城和环球：再投资驱动增长通过市场需求基本面的增长，亚

洲主题公园迎来非常强劲的一年，尤其

在中国财富增长和旅游业增长的基础

上带动游客人次的增长。当然，另一

个推动力是再投资：保持高质量标准和

增加新景点，从而每年带来更多的游客

量。2014年扩建和再投资的亚洲项目特

别强劲，例如：日本环球影城的哈利波

特魔法世界尽管开业只有半年，但全年

游客人数已打破记录。

在中国，另一个案例是宋城集团增

加了一个4500座的新剧场以演出现场

历史剧，从而公园游客容量有效增加一

倍。新剧院设备齐全，从而保持了演出

的高产量。宋城主题公园本身主要靠旅

游驱动，并通过非常强大的旅游团销售

和面向成年人、退休人群和学生团体的

旅游项目进行推动。

长隆集团处于上升状态长隆海洋王国于2014年开放仅11

个月，且仍然在增加新景点，但现已在

亚洲前20名榜单中位居第10位。该公

园虽然临近澳门，但附近区域内并无其

他主题公园，海洋王国的建立使得一个

新区位立刻成为旅游目的地。长隆海洋

王国公园内配备了一家有1888间客房

的主题酒店，而后在一年内扩建总计约

有2700间客房的另外两家酒店。海洋王

国的成人门票价格为人民币350元，比

竞争市场价格200元（中国范围）高出

80%。这给该行业释放一个讯息，即人

们在该市场内为了追求质量而非常愿意

支付更高价格。这种显著提价的做法将

推动整个行业朝着更高质量发展。为了

保持增长，持续再投资不可缺少；公园

可以通过提价以支撑新景点的成本，创

造神奇且创新的游客体验，从而继续打

造令游客满意的市场。


专访

Culture, innovation, business and tourism … Mr. Alex Wong, the president of Space Asset Management Group, is always able to integrate them and bring forth new sparkles and ideas in various fi elds

Infi nite Wonders of China’s Theme Parks

As a prominent brand coun-

selor and experienced strat-

egist in China’s commercial

real estate industry, Mr. Alex Wong is

positively dedicated to the field’s fron-

tier with his original value marketing

and abundant creative thinking. From

the reconstruction of Shanghai No. 8

Bridge Industry Park to the establish-

ment of CIDC innovation base; from

the planning and operation of shop-

ping centers and business streets to

the promotion and extension of cul-

ture creativity and tourist industry,

Mr. Alex Wong unfailingly sticks to

city cultural development and creates

endless commercial wonders.

From the birth of “Splendid China”,

the first theme park in China, to today

with the opening of Shanghai Disney-

land in sight, theme parks in China are

undergoing rapid and multiple develop-

ments. Having been involved in various

theme park projects such as Chengdu

Overseas China Town, Changzhou Uni-

versal Dinosaur Town and Changzhou

Joyland, Mr. Alex Wong have fostered

unique perceptions of the development

trends of China’s theme parks.

“Viewing global theme park devel-

opment in recent years, the number of

tourists bound for hot Asian parks has

witnessed an obviously quicker growth

than those headed for North American

and European parks, and that is an ever-

increasing tendency,” Alex Wong said.

“Compared with North America,

where theme parks development has

reached a mature stage, Asia and par-

ticularly China, enjoys more potential

and is becoming a hot spot for parks

constructions with the participation of

massive domestic business groups and

real estate tycoons. If one wants to stand

out amongst the numerous fascinating

parks, it must feature unique design and

distinctive characters,” he added.

Mr. Alex Wong maintains that mod-

ern theme park is the synthesis and

blending of humanity and business.

An original design cannot be separat-

ed from proper site selection, accurate

positioning and planning, unique ideas,

cultural connotations, flexible mar-

keting strategy and in-depth product

development. Among them, what mat-

ters most is an accurate and reasonable

type positioning before the construction

of the park.

“Nowadays, theme parks are gen-

erally divided into travel experience-

oriented ones, focusing on recreations,

scenario simulations and sightseeing,

and function-oriented ones featuring

miniature landscapes, studios, activ-

ity participations, artistic perform-

ances and adventures. Proper position-

ing should only be decided upon after

a careful exploration of local market

demand and from the angle of city cul-

ture industry development.”

“In the Internet era, the future devel-

opment of China’s theme parks will

increasingly head towards intelligence

science and interactive experiences,

involve the idea of “Internet+”, real-

izing a trans-boundary integration by

combining AR, holographic imaging

and 4D technology under an original

theme to create situational recreation

facilities and give customers multiple

sensory experiences. Meanwhile, plan-

ners can use Internet technology to

develop various online and offline activ-

ities, analyze consumer groups through

detailed data and thus further improve

the operation and management of the

park.”

The “2014 Global Theme Park and

Museum Report” co-released by TEA/

AECOM shows that 10 Asian parks

are listed in the global TOP25 Theme

Parks, equal to that of the United States.

“In a few years, China’s theme park

will surely take half of the places in the

global TOP25,” said Alex Wong. “I will

continue to keep a watchful eye on its

development and try my best to pro-

mote the integration of theme parks

with culture, science, technology and

innovation from multiple angles.” (The

article is offered by SPACE)

Alex Wong/黄绍忠先生


专访


互联网时代，中国主题公园无限精彩文化、创意、商业、旅游，思彼思集团总裁黄绍忠先生总能将它们结合，在不同领域迸发出全新的火花与思维产物

作为中国商业地产领域卓越的品牌顾

问与策略实战专家，黄绍忠先生以

独创的价值营销结合丰富的创意理念，活

跃在中国房地产行业的前沿领域。从创意

产业园上海八号桥的改造，到创意创新基

地CIDC的创建；从购物中心与商业街的策

划与运营，到文创、旅游产业的推动与推

广，始终立于城市文化发展的视角，演绎

着商业的无限精彩。

从中国第一家主题公园“锦绣中华”

的诞生，到如今上海迪士尼开业在即，主

题公园在中国的发展愈发迅速与多元。参

与过成都华侨城、常州环球恐龙城、常州

环球动漫嬉戏谷等众多主题公园项目的黄

先生，对于中国主题公园的发展趋势有着

独到的解读。

“按近几年主题公园在全球的增长来

看，亚洲热门主题公园整体游客人次增长

速度显然高于北美与欧洲，并处于持续增

长的良好态势。”黄绍忠先生说：“相较

于处于成熟阶段的北美，随着众多国内商

业集团与房产大佬涉足主题公园，亚洲，

乃至中国将成为大型主题公园的发展集中

地。若想在包罗万象的主题公园中突出重

围，主题公园便需要拥有独树一帜的设计

与特色。”

黄绍忠先生认为，现代主题公园是人

文与商业相结合的综合体，主题公园设计

的独具一格离不开恰当的选址、精准的定

位与设计、独特的创意与文化内涵、灵活

的营销策略与深度的产品开发。其中重

要的是，在设计主题公园之前需要给予主

题公园准确合理的类型定位。

“如今主题公园可大致分为：以游

乐、情景模拟、观光为主导的旅游体验型

主题公园，以及拥有微缩景观、影视城、

活动参与、艺术表演、科幻探险等功能与

用途的主题公园，如何选择类型，则需要

在了解当地市场需求后，站在城市文化产

业发展的角度进行规划。”

常州环球恐龙城无疑是如今市场上较

为成功的主题公园之一。黄先生认为，环

球恐龙城的成功，与其集观光、游乐、休

闲、文化、商业与人居于一体的复合型态

密不可分。以“一镇、多园”为核心的常

州环球恐龙城历经十余年发展，完成了从

单一主题公园到复合型景区的转型升级，

将恐龙文化与文化演艺、温泉休闲、游憩

型商业及动漫创意合于一体，在打破传统

景区概念的基础上，把旅游休闲的功能分

散到每个角落，进而融合了文化、居住等

不同功能，共同组成一个配套完善、个性

鲜明的一站式恐龙主题度假地。2014全球

主题公园研究中，常州恐龙园以单园年接

待量370万，排名亚洲第13位。

同样，常州环球动漫嬉戏谷也在主

题打造上有着独到之处。动漫嬉戏谷捕捉

到动漫文化产业的无限潜力。“动漫、科

普、体验，都是主题公园发展的关键词，

怎样抓住‘主题’的核心，创造新型体

验，并以寓教于乐的方式推动文化与旅游

的发展，使主题公园超越娱乐层面，是越

来越多执行团队在思考的问题。”黄先

生道。

“在互联网时代的背景下，未来中国

主题公园的发展会越来越多地朝智慧科技

与互动体验迈进，将‘互联网+’思维贯穿

其间，实现多元跨界融合—在创新独特

的主题之下，利用AR、全息影像、4D等

技术，打造情景式娱乐设施，赋予游客多

重感官体验；同时，利用互联网技术，创

造线上线下多重互动；再配合大数据准确

分析消费人群，进一步提升主题公园的合

理化运营与管理。”

根据 T E A / A E C O M 联合发布的

《2014全球主题公园和博物馆报告》

显示，2014年亚洲的主题公园在全球

TOP25中占据10席，在数量上与美国旗鼓

相当。“再过几年，全球TOP25中，中国

主题公园一定会占据半壁江山！而我将会

持续关注中国主题公园的发展，并从多元

主题的角度继续努力，推动主题公园与文

化、科技、创意的融合与发展。”（思彼

思供稿）


常州这座湖滨城市，已有着逾3200

年的历史，是长江文明和吴文化

的发源地之一，也是南朝齐梁故里，深厚

的历史渊源与文化底蕴让这座北携长江、

南衔太湖的城市拥有众多风景名胜与历史

古迹。

如今，常州依托丰富优美的自然风景

及得天独厚的交通优势，大力发展着文化

旅游度假产业，其国家级旅游名片环球动

漫嬉戏谷、中华恐龙园如今均已成为国内

文化主题公园的典范。

文化 · 趣味，欢乐正当时随着对旅游市场的需求，各地主题

公园层出不穷，但同时也有一部分却已倒

闭、停业。中国的主题公园该如何发展俨

然已成为中国旅游业实现新高度所面临的

严峻问题。

“趣 · 玩”文化进行时

主题公园作为一种人造旅游资源，其

重要的特征即创意性，游客追求的不仅

有身体的感官体验，还要有心灵的精神体

验，独特的文化是吸引游客的核心内涵，

这必然要求主题公园也随之要有更丰富的

内容与层次感，要让游人常玩常新。

只有在追求独特创意下推陈出新，才

能建设出市场需要的游乐体验地。常州的

环球动漫嬉戏谷和中华恐龙园分别作为全

球首个网络游戏主题公园及世界恐龙文化

主题乐园，均以独到创新的娱乐方式、虚

拟与现实的完美对接，为每位造访者打造

了一个前所未有的梦幻互动娱乐空间。

中华恐龙园世界恐龙文化的体验基地

享有“东方侏罗纪”美誉的中华恐龙

园位于江苏省常州新区的现代旅游休闲区

内，在沪宁沿线上占有得天独厚的地理优

势，是一座集科普、博物、游乐、休闲、

演艺、环保等于一体的恐龙文化主题乐

园，也是环球恐龙城的核心景点。从建筑

到运营，中华恐龙园都呼应着其“恐龙”

的主题。

2000年，占地面积600余亩的中华

恐龙园正式开园，是国内大型的将博物、

高科技声光电、影视特效与多媒体网络等

完美结合，融展示、科普、娱乐、休闲及

参与性表演于一体的恐龙文化主题综合性

主题游乐园。园内的70余项游乐项目都围

绕着高科技与恐龙主题设置，分为主题游

乐、科技制作、小品观赏、生态表演、趣

味游戏等几大类，包括世界第三、国内首

台4D过山车“过山龙”，神秘险象丛生

的库克苏克大峡谷、粗犷的鲁布拉、经典

的穿越侏罗纪、原始的侏罗纪雨林，还有

在长三角都市圈这片中国河网密度高、旅游资源丰富的地区里，山水景色自是钟灵毓秀，创意旅游产业的发展也是日渐繁盛。位于太湖之滨的江苏常州，便是其中具代表之一。

封面故事


色彩缤纷的嘻哈恐龙城……运用了多种高

科技手段和声光电技术展示制作了恐龙化

石、动画、游戏等。

中华恐龙园内，一只拖着售卖车的恐

龙穿梭在人群中。这只高科技仿真恐龙有

着与真恐龙相差无几的皮肤纹理和质感，

会扭头、会眨眼、会张嘴巴，还会放声嚎

叫，一举一动都像一个超级明星，引来无

数孩子兴奋尖叫，让人感受到“创意无

限”的真正内涵。

作为中国民族主题乐园中的领军品

牌，中华恐龙园的“恐龙复活”计划已经

全面启动，以“文化和科技融合”为战

略。未来，中华恐龙园还将利用国际顶尖

的无人驾驶技术、四足奔跑、仿真机器人

等技术，实现翼龙在天上飞，霸王龙、

长颈龙在游客身边活动的侏罗纪公园场

景；3D云渲染、幻影成像等技术手段的

应用，可以让仿真特效影院、互动黑暗乘

骑、恐龙魔幻剧场等游览体验更逼真、更

有趣。

中华恐龙园的成功，主要取决于科普

事业和旅游经济的有机结合，包含科普“

文脉”、凸显“形象”特色、涵盖“游

乐”要素，成为科普教育性较强的主题公

园和游乐参与性较强的文化主题公园。

今天的中华恐龙园已获得了国家5A级

景区、全国科普教育基地、中国文化产业

示范基地等殊荣。文化与科技相融合所创

造的各种创意体验，将成为未来旅游服务

业核心的竞争力。

环球动漫嬉戏谷网络游戏文化的实景再现

以太湖山水风光为依托的太湖湾旅

游度假区，宛如常州境内一块经过精心雕

琢的璞玉，成为一张光芒璀璨的国家旅游

名片。

在太湖湾数字文化区中有个著名的“

网络文化迪斯尼”的环球动漫嬉戏谷。

以“动漫艺术、游戏文化”为主题，将超

前的数字娱乐和高科技术相融合，也是目

前中国大的数字文化主题园区，全球首

个网络游戏主题公园。

嬉戏谷一期占地约600亩，主要建

有英雄门、淘宝大街、摩尔庄园、传奇天

下、星际传说、迷兽大陆、神秘之岛、嬉

戏族欢乐港和圣殿山等九大主题文化体验

区，内含丰富的动漫游戏游艺项目，其中

多个均属全球首创。园内还配套建有嬉戏

谷国际电竞博览中心和嬉戏谷大剧院，以

创新的完整产业链搭建着这座国际级动漫

游戏文化体验博览园。

配合整体动漫游戏的文化主题，这

里汇聚了众多知名的动漫形象品牌旗舰

店。这无疑是场盛大的线下动漫游戏爱

好者的淘宝集会—卡通玩具、漫画图

书、电子产品、工艺品、装饰品、服装

配饰等一应俱全。目前，迪斯尼、哆啦A

梦、SNOOPY、几米、华纳等众多国际知

名卡通品牌及动漫游戏刀剑、面具文化特

色店已经入驻，成为国内动漫、游戏领域

的全类别、全系列衍生产品“集中营”。

嬉戏谷大的特色便是它营造出的身

临其境的感受，就好像处在真实的动漫游

戏环境之中，是一个文化与科技高度融合

发展的超级创意产业园区。它用数字、科

技的手段将一个神秘未知、超越现实的“

奇幻世界”带入到现实，让每个到此的

人，都能以主角的身份，在现实中演绎“

穿越奇幻世界”的传奇之旅。与“迪斯

尼”及“环球影城”形成了主题差异。

占地350亩的二期嬉戏海也已经于去

年7月正式对外运营。二期与一期形成互

动联通，将动漫游戏主题继续深入挖掘，

其中包括与游戏巨头“完美世界”联袂打

造的华东超级“完美水世界”；与腾讯首

度携手合作的线下儿童体验区“洛克王

国”；还原秘境探险、神魔传说的“幻想

森林”；将普罗旺斯的唯美浪漫空运而来

的“太湖吧街”等四大主题体验区。

将动漫游戏虚拟场景局部实景化演

绎，融合休闲娱乐、互动体验、展示博

览、演艺竞技于一体，嬉戏谷就是这样通

过创新的方式，演绎着数字文化精髓。经

过多年的发展规划，现在的嬉戏谷，围绕

动漫游戏文化体验、智能科技研发应用、

体育电子竞技运动、数字文化主题旅游四

大功能，已然成为国内唯一、规模大、

体验全新的数字文化主题景区。

自2011年5月开业以来，嬉戏谷累计

接待游客650万人次，先后荣膺“中国十

大高端旅游品牌”、“ 受欢迎的十大出

游目的地景区”、“中国创意产业佳园

区”等称号，被评为“国家4A级旅游景

区”、“全国科普教育基地”、“全国电

子竞技运动基地”、“中国少年儿童动漫

活动体验基地”、“江苏省文化产业示范

基地”等众多称号。这些辉煌的成绩单，

无一不在告知我们，嬉戏谷以它准确鲜明

的定位逐渐赢得了人们的关注，并以“穿

越奇幻世界”的鲜明感召力影响着长三角

乃至全国。（思彼思供稿）

封面故事


Jurassic World: awe and redemption in a world of chaosThe hot new fi lm ‘Jurassic World’ brings the Mesozoic creature who dominated the global ecosystem for over 160 million years back into our sights again. Following deep study over many years, the huge and mysterious dinosaurs seem to be a special symbol of fear, blood and cruelty

‘Jurassic World’ is the sequel to

‘Jurassic Park’, and we return 22

years later when Isla Nublar has

been turned into a big theme park and

resort destination – Jurassic World.

Large numbers of visitors come based

on its amazing reputation, indulging

in the beautiful scenery and tranquil

atmosphere. The most attractive part is

to take a boat, car or transparent spin

and enjoy the many different types

of dinosaurs in the park. However,

beneath the outward calm and cheerful-

ness is a feeling of danger.

In the process of making dinosaurs,

InGen goes so far as to create a “mixed-

blood”. They combine DNA from dif-

ferent types of dinosaurs or even dif-

ferent species, resulting in the creation

of the dreaded D-Rex. Then, accidents

happen one after another on this peace-

ful island.

A Sincere Salute Like ‘Jurassic Park’ in 1993, there are

several emotional lines and thoughts

about the relationship between civiliza-

CULTURE MAP


tion and Nature. Upon the showing

of ‘Jurassic World’, many audiences

commented that the film tends to stay

close to the classic ‘Jurassic Park’. And

it’s true, the large groups of gallim-

imus running on the wilderness, the

visit to the former site of Jurassic Park,

the reappearance of Tyrannosaurus Rex

after 22 years, and the familiar back-

ground music composed by John Wil-

liams all expose its attempt of pay trib-

ute to the classic old film.

Looking back on the production of

‘Jurassic Park’, we can see that Uni-

versal Pictures has taken great pains

getting the rights to adapt and film the

novel. It finally won after a harsh com-

petition with Warner Brothers, Tim

Burton, Sony Pictures, Richard Don-

nell, 20th Century Fox Film Corpora-

tion and Joe Dante. It paid 500,000

dollars to the original author Crichton

for script adaption and spent 65 mil-

lion dollars to publicize the film by

signing a contract with 100 companies

for the production and sales of 1,000

related products. All its efforts were

not futile, and the Universal Picture

made a huge amount of money from

the film. Besides its top ten box office

status, it also obtained several Oscars.

‘Jurassic World’ was once thought

to have to be suspended owing to the

death of Crichton, but it was not the

case. The two scriptwriters of ‘Rise of

the Planet of the Apes’ Rick Jaffa and

Amanda Silver took over the job while

Steven Spielberg was the producer.

Even though we have witnessed an

astounding advance in film technology

and a stunning development of special

effects over the intervening years, this

film which cost 150 million dollars still

stirs our optic nerves with its fascinating

and grand scenes.

A Whimsical Tall StoryThe author of ‘Jurassic Park’ Michael

Crichton died on 4 November, 2008.

This ‘father of the science fiction thrill-

er’ is famous in America but not so well

known in China. Still, the film adapted

from his noted novel ‘Jurassic Park’ is

popular among Chinese readers. The

author of this best seller with sales of

over 150 million was originally a Medi-

cal Doctor in Harvard University. He

went on to write several best sellers,

and also successfully played the roles

of scriptwriter, producer and director.

He even had his own software compa-

ny, Film Track. Although almost all his

novels have been adapted and filmed,

the most popular one is undoubtedly

‘Jurassic Park’.

‘Jurassic Park’ was not his first

novel to be put onto the screen. Pre-

viously, ‘The Andromeda Strain’ had

already gained a remarkable box office

success. On the contrary, it was the

‘Jurassic Park’ that didn’t win much

favor at the very beginning. Crichton

wrote in his notes: “In 1983, I wrote a

film script about a DNA cloning pte-

rosaur; however the story was not very

persuasive. Afterwards, I worked sev-

eral more years on this theme, trying

to make it convincible. Finally I decid-

ed to create a theme park scene from

the angle of a little boy who is just at

the spot of dinosaur escaping. After

finishing the story, I sent the book to

the people who always read my script.

Usually I could get five or six reply,

yet this time none gave a feedback. I

was very angry towards their reactions,

but they just said ‘why do you write

such a story?’ I asked them to explain

why they don’t like this story. They

couldn’t give a clear answer. Then I

wrote another version. They didn’t

like it either. Then another, the same

result. Finally, a reader told me the

truth – they hope that the story is writ-

ten from the angle of an adult instead

of a child. He said ‘I hope that this

story is written for me, namely from

the perspective of an adult.’ Then I

re-wrote an adult version, which at last

won every one’s heart.

Perhaps even Crichton himself

didn’t imagine that this story which was

rejected at first would become such a

big success in the end. Neither would

he ever imagine that an accidental

CULTURE MAP


attempt at novel writing could finally

bring him such rewards.

Crichton was originally in the

department of literature when he

entered Harvard in 1960. Then he

changed his major to join in the anthro-

pology department. Afterwards, he

went on studying a master’s degree in

the medical department and achieved

Doctor of Medicine of Harvard in

1969. Solid science knowledge was a big

advantage for his novel writing. At that

time, the clone technology described in

‘Jurassic Park’ was thought to be just

imagination. However, it is just such

rich imagination and abundant science

knowledge that attracted so many read-

ers and film fans to deeply indulge in

the story lines and breathtaking scenes.

An Unexpected Dinosaur DisasterMichael Crichton is undoubtedly a big

fan of Chaos Theory.

Chaos Theory was proposed by

American meteorologist Edward Lorenz

in 1963. The theory tries to explain

or forecast phenomena like climate

change or social behavior that can’t be

described by linear or single mathemat-

ical formula with overall and continu-

ous data. Michael Crichton, who had

a background in archaeology, anthro-

pology, biology, neurology and medi-

cal science, wrote the novel in a period

when Chaos Theory was making a great

disturbance in science circles.

Reviewing the story line of ‘Jurassic

Park’ series, it gives the best explana-

tion of Chaos Theory: first, people dis-

covered a mosquito in amber and then

extracted the dinosaurs DNA from it.

Afterwards, Dr. John Hammond man-

aged to clone a real dinosaur with it

and thus established a dinosaur park

on Isla Nublar. However, genetic varia-

tions occurred in some dinosaurs while

the park was also damaged. Some peo-

ple tried to bring the dinosaurs off the

island, which resulted in an unprec-

edented catastrophe when many dino-

saurs escaped.

Who could ever expect that a lit-

tle mosquito thousands of years ago

could finally trigger such a disastrous

event just because it had accidently

absorbed some dinosaur’s blood? If we

just see these two events separately, no

one could ever imagine the final rela-

tionship. This is what Chaos Theory is

all about. Surely, a common novelist

could never introduce this theory so

thoroughly and easily. But to Michael

Crichton who has a science back-

ground, this becomes the best attrac-

tive point to his novel. If we read the

original edition of ‘Jurassic Park’, we

will discover that it is not divided by

“Chapter” but by “Iteration”. Under

the subtitle of each section there is a

fracture image of iteration process.

This unique form not only creatively

carries the story line forward but also

further reveals the novelist’s attempt

to publicize Chaos Theory. Due to the

existence of such a theory, the genetic

variation of dinosaurs is not so incom-

prehensible.

In ‘Jurassic World’, new genetic vari-

ations occur among the dinosaurs.

The genetically variant dinosaur in

the film -- D-Rex is an embodiment

of human’s arrogance and irreverence

towards Nature. D-Rex combines the

DNA of adult tyrannosaurus, velocirap-

tor, snake and inkfish. This new-born

super predator can disguise itself and

blend into the surrounding environ-

ment. It has the destructive impact of

the tyrannosaurus, the cloaking abil-

ity and cunning of the velociraptor. It

can even manipulate the velociraptor

to help itself through communication.

Therefore, many incredible scenes take

place: D-Rex begins planning to break

from the prison, thinking about its own

position in the biological chain. Besides,

the velociraptor which has formed a

relationship with the hero Irving begins

to understand emotions and learns to

communicate with humans.

It also unfolds the film’s intention to

discuss the relations between Man and

Nature, man and other creatures. View-

ing ‘Jurassic World’ from such an angle,

CULTURE MAP


CULTURE MAP

we can see that it actually tells a compli-

cated and tough story: at the beginning,

man appears as the maker, and regards

dinosaurs as their created thing. At last,

man admits that the dinosaur is a crea-

ture of high intelligence and independ-

ent consciousness. This is a big change

in recognition and emotion.

Awe to NatureThe wide popularity of ‘Jurassic Park’

series is itself a revelation of Chaos the-

ory. In spite of the fact that the novel

had already been a best seller in Amer-

ica, were it not for Universal Pictures

and Steven Spielberg putting it onto the

screen, neither Michael nor ‘Jurassic

Park’ would have achieved such fame

and impact worldwide.

In June, 1993, ‘Jurassic Park’ made

a stir, with over US$900 million in box

office globally, a record which stood

until ‘Titanic’ five years later.

In the film, Chaos theory is weak-

ened. Audiences are more willing to

indulge in the vivid dinosaur world

and exciting visual impact rather than

thinking about the Chaos theory

of nonlinear kinetics.

Even the word Chaos itself is translat-

ed into a very superficial meaning. But

audiences’ hearts still flutter with the

development of the story lines – they

are shocked, curious and delighted on

first seeing the dinosaurs. They are cast

into great fear when catastrophe strikes.

Big rejoicing comes upon the hero’s

narrow escape from death. After experi-

encing all the ups and downs of the film

characters, audiences begin to ponder

and reflect: should humans intervene in

nature, violate the evolutionary process

and the rules of nature depending on

their advanced science and technology?

Is it right to cause such an out-of-con-

trol situation and a big disaster?

Although is has been discussed in

previous science fiction films such as

the ‘Alien’ series, abuse of bioengineer-

ing technology can bring great harm

to mankind is handled by the ‘Jurassic

Park’ series in an obviously more

attractive and creative way. In ‘Jurassic

World’, we can still see a group of peo-

ple who are so complacent after master-

ing some highly advanced science and

technology. They even lose their fear

towards nature and violate ecological

law just for their own interests. It’s not

hard to imagine the results they will

cause.

But unlike previous films, ‘Jurassic

World’ presents another group of per-

sons. They treat dinosaurs equally.

Knowing their violent characteristics,

they also believe that dinosaurs have

emotions and wisdom too. So we see

people like Irving who get along well

with the velociraptor and communi-

cate with it using eye expressions and

limb movements. Finally velociraptor

and tyrannosaurus work together and

defeat D-Rex, saving Irving at the criti-

cal moment. This incredible and warm

scene makes the narrow escape more

precious.

‘Jurassic World’, the epitome of the

genre, not only features spectacular

scenes and vivid special effects, but also

reveals a down-to-earth attitude and

awe to Nature. Take Irving for instance.

He is not like the scientists who live in

the laboratory. He gets in touch with

dinosaurs in person to study the crea-

tures. It seems like anti-intellectual

behavior, but it is in fact a more open-

minded scientific spirit of practical sig-

nificance. We could say that if humans

want to further their understanding of

nature, they need more earnest scientific

researchers like Irving who believe that

truth can be only told by practice, rather

than the idealists who stayed in their

laboratory, dealing with numbers. (The

article is offered by SPACE; Related

pictures are from Internet)

China Econo

office globally, a record which stood

until ‘Titanic’ five years later.

In the film, Chaos theory is weak-

ened. Audiences are more willing to

indulge in the vivid dinosaur world

and exciting visual impact rather than

thinking about the Chaos theory

of nonlinear kinetics.

to mankind is handled by the Jurassic defeat D-Rex, s

cal moment. Th

scene makes th

precious.

‘Jurassic Wo

genre, not on

scenes and vivid

reveals a down

awe to Nature.

He is not like t

the laboratory.

dinosaurs in pe

tures. It seem

behavior, but it

minded scientif

nificance. We c

want to further

nature, they nee

researchers like

truth can be on

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laboratory, deal

article is offer

pictures are fro

38

《侏罗纪世界》是《侏罗纪公园》的

续集，发生在第一部结尾的22年之

后，纳布拉尔岛已经发展成为一个庞大的

主题公园和度假胜地—侏罗纪世界。无

数游客慕名而来，优美的景色和宁静的气

氛令人们流连忘返。无论是乘船、驾车，

还是坐在透明的旋转球里，欣赏各种类型

的恐龙成为主题公园吸引人的所在。但

是在这一派和谐与热闹之中，隐隐会觉得

暗藏危机。

如今的国际基因科技公司（InGen）

在制造恐龙的同时还力图打造“混血儿”，

将不同种类甚至不同物种的DNA相结合，

终意外制造出可怕的D-Rex暴虐龙。

于是，意外在这个美丽的岛屿接连发生。

一次诚意的致敬与回首与1993年的《侏罗纪公园》一样，

在《侏罗纪世界》中，增加了多条感情线

和对文明与自然关系的探讨。《侏罗纪世

界》上映伊始，向1993年的经典靠拢，就

成为无数人对这部影片的评价。从大群似

鸡龙的旷野奔腾，到侏罗纪公园旧址的故

地重游，从蛰伏22年的霸王龙重出江湖，

到约翰 • 威廉姆斯的经典配乐，影片向经典

致敬的初衷可见一斑。

回首当年的《侏罗纪公园》，彼时环

球影业为了得到其改编拍摄权可谓煞费苦

心，在与华纳兄弟公司、蒂姆 • 波顿、索

尼影业、理查德 • 唐纳、20世纪福克斯和

乔 • 丹特的竞争中终成赢家。并支付50万美

元让其原作作者克莱顿亲自改编剧本，斥

资6500万美元与100家公司签订了制造及

销售1000种产品的协议来宣传营销这部电

侏罗纪世界混沌世界里的敬畏与救赎

影。功夫不负苦心人，环球影业也终于名

利双收—除了至今仍排进前十的巨额票

房外，电影还获得了多项奥斯卡奖。

《侏罗纪世界》这部曾被认为因克莱

顿逝世可能被搁置的电影，换由《猩球崛

起》（Rise of the Planet of the Apes）

的两位编剧里克 • 杰法（Rick Jaffa）和阿

曼达 • 斯尔沃（Amanda Silver）接手继

续创作，史蒂文 • 斯皮尔伯格为该片担任

监制。即使在电影技术突飞猛进、科技特

效迅猛发展的今天，这部耗费1.5亿美元

的影片场景依然清晰地震撼着我们的视觉

神经！

一部异想天开的离奇故事《侏罗纪公园》的原著作者—迈

克尔 • 克莱顿（Michael Crichton）已于

2008年11月4日阖然辞世。这位享誉美

国的“科技惊悚小说之父”并不为很多中

国读者所了解，但由他的著名小说改编的

同名电影《侏罗纪公园》，在中国却广为

人知。

这位著作销量超过1.5亿本的畅销书

作家曾是一位哈佛医学博士，辞职后不但

写了多本畅销书，还成功地做过编剧、制

片人和导演，并拥有自己的FilmTrack软

件公司。虽然这位传奇人物的小说几乎本

本被改编后搬上荧屏，但恐怕为世人耳

熟能详、津津乐道的，还是那本《侏罗纪

公园》。

《侏罗纪公园》并非是克莱顿首部

搬上银幕的小说。《天外细菌》、《人间

大浩劫》等都在《侏罗纪公园》之前收

获不俗的票房。反而是《侏罗纪公园》在

初并不被大家看好。克莱顿在笔记中写

道：“1983年，我写过一个从化石中的

《侏罗纪世界》的热映，再一次让恐龙这一支配全球陆地生态系统超过1亿6千万年之久的中生代物种，与我们在光影中相见。历经时间

的验证与挖掘，这个庞大而神秘的族群，在人们的认知中，似乎与恐惧、血腥、食肉、残酷划上了等号。

文化地图


文化地图

DNA克隆翼龙的电影剧本，但故事不很

有说服力。此后，我就这个主题又工作

了数年，尽力去让它可信。终，我决意

写一个主题公园的场景，写一部来自一个

男孩视角的小说，他就在恐龙脱逃出来的

现场。写完后，我把书寄给了总是读我手

稿的人。往常，我会收到五六个人的回

复，而这次无人应答。我对他们的反应很

愤懑，他们却说：‘为什么要写这样一

本书？’我让他们解释为何如此讨厌这本

书，他们又说不出所以然。我另写了一

个版本，他们还是讨厌。然后我再写了

一稿，结果依旧。终于有位读者告诉我原

因—他们希望故事来自大人的视点，而

非孩子。他说，我希望这个故事是为我而

写的，意即从成人的角度。于是我重新写

了一个成人版的故事，总算让每个人都很

喜欢它。”

恐怕连克莱顿自己也没想到，这个

起初并不招人待见的故事，却是终赢得

大成功的一个，正如他也不曾料到自

己误打误撞尝试创作小说会有如此丰硕的

成就。

克莱顿1960年进入哈佛大学，原本读

的是文学系，后来转入人类学系，随后进

入医学院攻读硕士研究生，并在1969年获

得了哈佛大学医学博士学位。扎实的科学

基础使他的小说如虎添翼，在《侏罗纪公

园》中的细胞克隆技术在当年还被认为是

异想天开，但就是这样丰富的想象力加上

丰富的科学知识功底使读者乃至后来的影

迷都不由自主深陷他的故事，为那些命悬

一线的场景与剧情而心有余悸。

一场始料未及的恐龙灾难可以说迈克尔 • 克莱顿是混沌理论的

拥趸。

混沌理论（Chaos）由美国气象学家

爱德华 • 诺顿 • 洛伦茨（Edward Lorenz）

在1963年提出，尝试用整体、连续的数

据解释或预测类似气象变化、社会行为等

无法用线性的、单一的数学公式加以描述

的现象和规律。而具有考古人类学、生物

学、神经学和医学背景的迈克尔 • 克莱顿的

小说恰是在混沌理论在科学界掀起轩然大

波的年代所创作的。

纵观《侏罗纪公园》系列影片的故事

情节，也正是对混沌理论的诠释：在机缘

巧合之下发现了琥珀中的蚊子，并在其体

内的血液里提炼出了远古恐龙的DNA，约

翰 • 哈蒙德博士把它克隆出了真恐龙，从而

在努布拉岛上建立了一个恐龙乐园，结果

一些恐龙发生了变异，公园也遭人破坏，

还有人妄图把恐龙带出小岛，导致大量恐

龙逃出藩篱，造成了空前的灾难性局面。

谁又能想到，在千万年前一只小小蚊

子不经意地吸了某个恐龙的血，竟会引发

千万年后如此大的灾难事故呢？如果我们

仅看起源和结果，根本无法进行推测。这

恰恰就是混沌理论要诠释的命题。可


以断言普通的小说家绝对无法深入简

出地介绍混沌理论，但这对于搞科学出身

的迈克尔 • 克莱顿来说，恰好是他小说的

佳卖点与吸引点！如果翻看《侏罗纪公

园》英文小说原版，会发现它的每一章并

不叫“Chapter”，而是叫“Iteration”

（迭代），每章标题下都是一幅迭代进程

的分形生成图。这种形式不但很有新意地

推进了小说的情节，也进一步表明了作者

宣传混沌理论的意图。正是存在着这样的

混沌理论，所以恐龙的变异便不再那么难

以理解。

在《侏罗纪世界》里，恐龙又产生了

新的变异。

影片中的变异恐龙—D-Rex（暴虐

龙），可以说是人类对大自然傲慢和不敬

的化身。它结合了成年霸王龙、迅猛龙、

蛇和乌贼的DNA，这种新生的超级掠食者

能与周围的环境伪装成一体，它有霸王龙

的破坏性力量，同时也有迅猛龙的匿踪能

力和狡诈，甚至还能够通过交流操纵迅猛

龙帮助自己。于是，我们看到了众多的不

可思议：暴虐龙开始懂得谋策越狱，开始

思考自己在生物链的所处位置，还有与男

主角欧文打成一片的迅猛龙，甚至开始了

解情感、学习与人沟通。

这也是影片对于人与自然、与生物共

处关系的探讨。从这样的角度来看《侏罗

纪世界》，影片实际上讲述了一段复杂而

艰苦的历程：人类以造物者的身份，从把

恐龙视为“物”，到承认恐龙是拥有自主

意识的高智商生命，是认知的跨越，也是

情感的跨越。

面对自然生态的敬畏之心《侏罗纪公园》声名大噪这个事实本

身却也十分耐人寻味地与混沌理论暗合。

虽然小说已然在美畅销，但若不是环球影

业（Universal Picture）和史蒂文 • 斯皮尔

伯格（Steven Allan Spielberg）将它搬上

荧幕拍成电影，恐怕无论迈克尔还是《侏

罗纪公园》都无法在全球范围内也获得如

此高的影响力和知名度。

1993年6月《侏罗纪公园》一经上映

就取得轰动效果，全球票房竟超过了9亿美

元，这一纪录直到5年后《泰坦尼克》的出

现才被打破！

在电影里，“混沌理论”的色彩被

淡化了，观众更多的沉浸在恍若真实的恐

龙世界和刺激的视觉冲击中而无法领悟

到更多的非线性动力学混沌“教训”，甚

至“chaos”也被译成“混乱”。但是观

众却能随着剧情的推演—从看到逼真恐

龙的震撼、好奇、欣喜，到面对灾难发生

时的惊惧，以及后死里逃生时的庆幸。

观影者在与剧中人物一起经历这跌宕起伏

的整个过程后，开始反思，深省：人类在

科技高度发达后，到底应不应该干预自

然，违背进化过程，违反自然规律，终

导致局面失控、引发灾难。

虽然此前的科幻电影《异形》

（Alien）系列中已有端倪，但显然《侏

罗纪公园》的故事和场景更为别出心裁，

更能警示人们滥用生物工程技术的危害。

在《侏罗纪世界》里，我们依然会看到这

样的一些人：在掌握高度发达的科学技术

后，他们难免沾沾自喜，甚至会放弃对大

自然造物主应有的敬畏之心，为满足自我

的探索与利益而违反生态法则。后果自然

可想而知。

而不同于以往的影片，在《侏罗纪

世界》里，我们还看到了这样的一些人：

他们将恐龙当做平等的生物来对待，接受

它们的凶猛本性的同时，也相信它们的情

感与智慧。于是，我们看到欧文与迅猛龙

平安无事的相处与眼神肢体的交流，还看

到终迅猛龙与霸王龙合力击倒暴虐龙，

救助他于生死关头。这样看似不可思议的

剧情设置，无疑让这场劫后余生更显弥足

珍贵。

《侏罗纪世界》这部集大成的怀旧力

作，除了强大而震撼的场面、逼真而宏大

的特效，务实态度与对自然的敬畏，也是

影片集中的体现。正如影片中的欧文，

他不同于实验室里的科学家，而是以与恐

龙的实际接触来了解这一物种，这看似是

一种反智倾向，其实是更开明更富现实意

义的科学精神。或者说，人类要增进对自

然的了解，需要欧文这样与迅猛龙亲密接

触，以实践出真知的实地科研者，而不是

在实验室与数字打交道的空想主义。（思

彼思供稿，图片均来自于互联网）

文化地图

中国地产商都在海外做什么？

越来越多的中国人在海外买房，其

中有留学、移民、投资等各种需

求，其中公寓、酒店等高租金回报率的物

业类型，成为中国买家的首选。并且，中

国地产商中，被吸引去国外购地的也大有

人在。

都有谁在买买买近的新闻是李嘉诚继续从内地撤

资，近年来，李嘉诚不仅没有在内地继续

增加投资，而且在欧洲大片置地：在抛售

内地物业后，回笼资金可能将用于脱亚入

欧。去年4月份，李嘉诚旗下和记黄埔获批

在伦敦发展涉及达10亿英镑（约129亿港

元）的综合房地产项目，在伦敦金丝雀码

头以东3.2公里的英国海军船坞旧所在地特

福德，发展包括3500个住宅单位的多层大

厦，以及写字楼、商店、餐厅及酒店。

此外，万达、万科、碧桂园、绿地等

都在海外扩充土储。万达在今年上半年，

其海外地产主要并购五星级酒店综合体以

及文娱产业，花费了近23亿欧元，但其

在印度约28-36平方千米的工业园区的投

资，因印度政府方面无法提供这么大面积

的土地，没有计算在内。

海外置地对于大企业来说，可能自

有其战略性地位，例如有评论分析，李嘉

诚也许想通过将资产‘脱亚入欧’的方式

完成家族的传承，因为他的儿子们并没有

像他那样的在政商界长袖善舞的本领，因

此离开内地和香港，可能是出于对家族的

保护。

万达海外置业看上去则是为其转型下

了重要一招：上半年紧锣密鼓进行海外投

资和并购反映了万达国际化战略在提速，

无论从空间层面还是内容层面，似乎为了

推进万达的第四次转型。

7月中旬，世邦魏理仕发布的报告

《聚焦海外-中国资本崛起之路》指出，

过去四年，中国资本投资海外商业物业

（不包括开发项目及个人住宅投资）的年

复合增长率高达72%，并在2014年首次超

过100亿美元。中国在整个亚洲海外商业

物业投资的占比已超过四分之一。

地产商都在买什么？1. 商用类写字楼、仓库、酒店等

高玮环球大中华区海外投资部总裁范

桂娟在7月19日的博鳌 · 21世纪房地产论坛

上表示，住宅类的产品数量正在下降，而

商业类项目正在增加，当日，德同律师事

务所合伙人理查德（Richard Budge）也

在论坛上向中国投资者透露“商机”：在

英国尤其是伦敦中心地带，办公楼非常有

限，此外由于近期电子商务行业的快速发

展，德国人对物流仓库有着强劲需求。他

鼓励中国投资者对海外房地产项目进行多

样化投资。

世邦魏理仕研究部华北区副董事孙祖

天表示，“中国的房地产开发商及资产管

理公司正在积极拓展海外市场，他们希望

通过收购优质写字楼及酒店物业获得经验

和收益，在当地建立声誉，并借此开展零

售及工业物业地产。”

2. 零售、住宅、工业及土地根据世邦魏理仕的研究数据，中国

企业海外投资流向零售、住宅和工业的资

金，已经从2013年的不到10%升至2014

年的25%。

随着不动产物业投资的增多，土地投

资正在减少。统计数据显示，2014年中资

企业海外不动产并购标的类型在宗数上，

酒店、写字楼和土地“三分天下”。其中

涉及土地的交易金额则占比下降明显，从

29%下跌到4%。一位分析师表示，“能

直接带来稳定现金流的酒店和写字楼等已

建物业，将继续成为‘外投’积极抢夺的

重要标的。”

话题


CBRE recently launched its lat-

est research report entitled

Asia Pacific Consumer Sur-

vey—How We Like to Shop Online.

The survey, polling 11,000 shoppers in

11 major markets, was conducted to

identify current and future shopping

trends in the region.

As the survey indicates, China is the

most rapidly growing market for online

shopping. Mobile shopping and social

media are becoming increasingly preva-

lent as Generation Z rises as key buying

force for the retail sector.

Focusing on the e-commerce sector,

the survey reveals that online shopping

is growing at a fast rate as the most pop-

ular method of purchase in many Asian

markets. Consumers aged 18-24—

known as ‘Generation Z’—are also set

to play an influential role in the regional

retail market in the coming years. As a

result of factors such as these, landlords

and retailers will need to be proactive in

order to remain competitive.

China is the Most Rapidly Grow-ing Market for Online Shopping; Over 70% Consumers utilizing Social Media to BuyChina is the most rapidly growing mar-

ket for online shopping, with 45% sur-

veyed indicating buying online at least

once a week. Particularly in 3rd and

China is a rapidly growing market for online shopping

4th-tier cities, given the lack of qual-

ity retail space, online retail is often the

most efficient way for retailers to reach

their customers.

Mobile shopping and social media

are becoming increasingly prevalent

in China. Over 45% of consumers in

China are purchasing via smartphones,

a figure well above the regional average

of 28%. The survey findings suggest

that social networking activity has a sig-

nificant impact on consumer behavior

and China is an outstanding market

with over 70% of consumers utiliz-

ing the social media platform to buy,

representing the highest rate across the

region.


COLUMN

Despite shopping online quite often,

consumers in China (average US$26-50

on monthly basis) spend less compared

to many other markets (average US$51-

100 on monthly basis) such as South

Korea£¨Hong Kong, Taiwan, Japan,

Singapore, India and Australia in the

region. This could indicate that con-

sumers in China still prefer to purchase

big-ticket items in bricks-and-mortar

stores because of authenticity issues

sometimes associated with the online

marketplace.

“Driven by rapid growth in e-com-

merce in China, retail landscape is

changing significantly. Landlords and

retailers need to be more digital-sav-

vy, keeping pace with the latest trends

in smartphone applications and social

media so they can build a stronger

relationship with consumers especially

those from Generation Z. These digital

platforms are two essential mediums

of online retailing, which should be

integrated into retailers’ omni-channel

strategies in order to capture Online-to-

Offline (O2O) business opportunities,”

comments Ivan Poon, President, CBRE

China.

Online Shopping Habits in Asia Pacifi c:Whilst 50% of Asia Pacific consumers

still physically visit a shop to make a

purchase, findings show that in emerg-

ing markets such as China and India,

the majority of respondents—76%

and 68% respectively—utilize online

shopping as their most commonly used

method of making purchases. This is

also the case in more developed markets

of South Korea and Taiwan where 73%

and 55% of consumers respectively, also

said their primary method of making

purchases is online.

Along with convenience, pricing

ranks as one of the top reasons why

consumers shop online—63% of the

total number of respondents surveyed

identified this as their key deciding

factor. These correspond to the same

deciding factors when shopping at

physical stores.

The ability to compare products

without having to physically visit indi-

vidual stores is another key factor for

the region’s consumers when shopping

online. This trend is more prominent

in emerging markets such as Vietnam

(64%), China (61%) and India (58%)

where quality shopping centers or shops

are often located far from each other.

Generation Z: Shaping Market Dynamics for RetailerGeneration Z is expected to have signif-

icant influence over the retail market in

the coming years as their income levels

are set to increase rapidly upon joining

the job market.

“Having spent most of their lives

using the internet and other related

technology, Generation Z’s demo-

graphic of consumers has distinct

shopping behaviors in comparison

to other demographic segments. Key

aspects of their online shopping habits

include stronger trust in online infor-

mation; more activity on social media;

and needing a sense of differentiation.

These factors demonstrate the increas-

ingly important role of technology in

shaping the decision-making process

of consumers,” comments Frank Chen,

Executive Director and Head of CBRE

Research, China.

In order to remain competitive in

the digital age, retailers and landlords

need to be proactive in reaching out

and engaging with their consumers.

Mobile shopping is most prevalent in

emerging markets, and in many places,

smartphones are the first—and some-

times only—point of internet access

for many consumers, therefore, are

playing a key role in driving the growth

of online retail. Smartphone apps and

social media platforms based on con-

sumers’ shopping history, location and

preferences can help personalize their

shopping experience.

With around 70% of consumers

in Asia Pacific collecting their online

orders in-store—and 90% of them pur-

chasing additional items when picking

up their online order—click-and-col-

lect services are also an effective way to

drive in-store sales, creating a synergy

between both online and offline plat-

forms. Landlords should thus collabo-

rate with tenants to help merge their

online and offline offering by providing

the necessary facilities and regular reno-

vations.

About CBRE Group, Inc.

CBRE Group, Inc. (NYSE:CBG), a

Fortune 500 and S&P 500 com-

pany headquartered in Los Ange-

les, is the world’s largest com-

mercial real estate services and

investment fi rm (in terms of 2014

revenue). The Company has more

than 52,000 employees (excluding

affi liates), and serves real estate

owners, investors and occupiers

through more than 370 offi ces (ex-

cluding affi liates) worldwide. CBRE

offers strategic advice and execu-

tion for property sales and leas-

ing; corporate services; property,

facilities and project management;

mortgage banking; appraisal and

valuation; development services;

investment management; and re-

search and consulting. Please visit

our website at www.cbre.com.


COLUMN

Exclusive interview of Cherry Jiang, TEC (The Executive Center) Shanghai Regional Director

Establish serviced offi ce benchmark with top service

Founded in 1994, The Executive

Centre is Asia Pacific’s leading

premium serviced office pro-

vider, with 70 centres across 21 major

cities in Australia, China, Hong Kong,

India, Indonesia, Japan, Korea, Macau,

Singapore, Taiwan.

The Executive Centre operates only

in the most prestigious Grade-A office

buildings in the central business dis-

tricts of every city. In Shanghai, The

Executive Centre sets its footprint at

Grade-A buildings including Shanghai

International Finance Center, 5 Cor-

porate Avenue, K.WahCenter, CITIC

Square, The Centre, Xintiandi and

Chonghing Finance Center.

‘We always uphold our service phi-

losophy of “Excellent Locations. Excel-

lent Service and Excellent Value’ and

have a comprehensive set of criteria on

choosing our location, including eco-

nomic study, industry trend, landlord

profile and management level,’ said

Cherry Jiang, Regional Director, The

Executive Centre Shanghai.

The Executive Centre has just

announced its new centre opening in

2016 at Dazhongli project, the latest

and most sought-after premium office

location in West Nanjing Road CBD

area. ‘In addition to our long-history

and trusting relationship, our premi-

um client base is also the reason why

the Swire Group choses us,’ continued

Cherry.

The Executive Centre has a high-

quality client base consisted of the

leading companies such as HSBC,

Morgan Stanley, Apple, Microsoft,

Google, IMB, P&G, AstonMartin,

Prada, covering finance, technology,

manufacturing, consumer and NGOs.

At the cutting edge of the serviced

office industry, The Executive Cen-

SER VICED OFFICE


用顶级服务树服务式办公标杆专访德事商务中心上海区域总监蒋蕾艳

创建于1994年的德事商务中心是亚

太区顶级高端服务式办公室领导

品牌。目前有70个商务中心，覆盖亚太区

包括香港、北京、上海、深圳、广州、澳

门、台北、东京、首尔、新加坡、悉尼等

主要的21个城市，致力于以灵活的办公空

间解决方案。

德事商务中心的选址均位于城中商

务区显赫的甲A级写字楼。在上海，德

事所在的商务中心包括国金中心、企业天

地、嘉华中心、中信泰富、世纪商贸、新

天地等都是区域内的顶级商务楼宇。

蒋蕾艳介绍，“ 佳地点、优服

务、高价值”是德事的核心价值价，区

域内顶级的写字楼是德事的选址标准。

在德事完善的选址体系中，未来经济走

势、行业变化、写字楼业主的资历和物业

管理水品等都成为逐一考量的基本标准。

德事刚刚拿下的大中里项目，同样是

南京西路商圈新的顶级核心写字楼，该

项目预计将在2016年入市。蒋蕾艳透露，

开发商太古集团之所以会选择德事合作伙

伴，除了长期合作取得的信赖之外，更是

看中了德事卓越的客户群。

德事商务中心的客户群涵盖金融、

科技、制造业消费品及非政府组织等众多

领域的顶尖公司，包括汇丰银行、摩根士

丹利、苹果、微软、谷歌、IBM、P&G、

阿斯顿马丁、PRADA等均是德事的长期

客户。

德事提供高规格、度身定

制的服务式办公室、虚拟办公室服

务、会议设施、视频会议设施，以及

选择多样化的商务行政服务，满足跨

国企业对本地、区域和全球范围办公

空间的需求。

与此同时，内资企业逐步意识到选择

显赫的办公地址对于提升企业品牌形象有

着非常重要的意义。

蒋蕾艳表示，随着德事商务中心品

牌的不断在中国市场的深入，越来越多的

中国企业开始选择德事提供的专业高端的

服务式办公室，以及德事“以智慧取代劳

力”的理念。目前内资企业已经占到客户

中约一半。

德事也会对客户进行一些甄选，根据

企业背景情况、所处行业推荐客户不同区

域的服务式办公室，确认客户了解德事的

服务模式，从而进一步提升客户体验并且

也保证了服务品质与水平。

过去四年，德事商务中心复合年增长

率达18%，拥有高达93%的客户满意度和

续租率，客户平均租用期为31个月。

在如此激烈市场竞争中，德事始终

坚持对高品质的追求，树立了业界“ 顶

级”的服务式办公室的“标杆”。

tre provides the highest quality of on-

demand serviced offices, virtual offices,

meeting facilities, video conferencing

and a broad range of business con-

cierge services. We operate only in the

most prestigious Grade-A office build-

ings in the central business districts of

every city, with a dedication to serv-

ing the business interests of multina-

tional corporations, small and medi-

um enterprises, and start-ups locally,

regionally and internationally with the

most flexible and dynamic workplace

solutions.

An increasing number of Chinese

domestic companies perceive the serv-

iced office industry as an important

platform to enhance their corporate

branding image. ‘Just providing the

space for companies coming to China

was the game between 2000 and 2010.

But the game plan nowadays is to

serve the clients that are already in

China. Due to the favourable govern-

ment policies in China and the shift-

ing economy structure, the number of

domestic Chinese companies in TEC

is increasing dramatically. In China,

50 per cent of our clients are Chinese,’

added Cherry.

The Executive Centre also sets

standards when choosing its cli-

ent base, analysis on the background,

industry and the position of the clients

ensures The Executive Centre to deliv-

er the premium products and services

as it commits.

The Executive Centre as achieved

18% annum compound growth in the

last 4 years with 93% client satisfac-

tory and a high client renewal rate.

The average length of a serviced office

agreement is 31 months. The pursuing

on the most premium products and

services allows The Executive Centre to

set its benchmark in the industry.

SER VICED OFFICE

德事刚刚拿下的大中里项目，同样是

京西路商圈新的顶级核心写字楼，该

目

发

中

技

域

利

斯

户

的

择

企

间

坚持对高品质的追求，树立了业界顶

级”的服务式办公室的“标杆”。

预计将在2016年入市。蒋蕾艳透露，

商太古集团之所以会选择德事合作伙

除了长期合作取得的信赖之外，更是

了德事卓越的客户群。

德事商务中心的客户群涵盖金融、

、制造业消费品及非政府组织等众多

的顶尖公司，包括汇丰银行、摩根士

、苹果、微软、谷歌、IBM、P&G、

顿马丁、PRADA等均是德事的长期

。

德事提供高规格、度身定

服务式办公室、虚拟办公室服

会议设施、视频会议设施，以及

多样化的商务行政服务，满足跨

业对本地、区域和全球范围办公

的需求。

Cherry JiangShanghai Regional Director

Est1993In China

Established in 1993, SIP is a wholly British owned project management company and has been focused on construction projects in China for more than 20 years. During that time we have worked with a wide range of clients, from small specialist companies to the world’s most recognised multinational organisations. Our experience and expertise covers many industries and market sectors, with more than 650 projects completed to date. For any project, SIP is your trusted partner of choice.

SIP is the construction project management partner of choice for international and local clients building and expanding within China, providing construction project management services across the entire life cycle of an investment.

SIP Project Management

Site selection and due diligence

Design and tender management Construction management Post completion services

HSE and quality audits Retail roll-out management Tenancy coordination

Building Your Future in ChinaTo learn more about SIP contact Seth Jacobs,

SIP business development manager, at [email protected] or visit www.sipgroup.com

Operating in China for 22 years, SIP continuously pays close attention to the changes of Chinese construction regulations to help our clients better understand the new regulations and its potential effects on their projects or plans to build or expand within China. Further information on the above issues, and many more available on the news pages of our website.

Personal Liability for Construction Projects

Another regulation passed last year requires that each

formally appoint an individual to be the Person-In-Charge. One of the key differences from the previous regulations and one of most important impacts of this new legislation is that it places obligations and liability upon the nominated Person-In-Charge.

institute, the project manager appointed by the construction contractor, and the Jianli and each party will need to sign an appointment letter for each Person-In-Charge.

letter and assume liability concerning the quality of the project during the whole design life time, even after the termination of the employment or retirement of the individuals, or upon the occurrence of the relevant Party’s de-registration, revocation of business license, dissolution or bankruptcy. The individuals’ liability is an addition to the

criminal prosecution.

www.sipgroup.com

Land Use Rights Reduced to 20 Years

China has piloted regulations to limit the period of granted land use rights in some areas: the new regulation in Shanghai, namely

industrial purposes shall not exceed 20 years (previously

Although it is too early to say how this will be implemented in practice, in relation to construction projects, it may accelerate the trend towards build-to-lease investments rather than the more conventional build-to-own.

Build-to-lease arrangements limit investors’ initial capital exposure and provide for a less painful exit route, but at the expense both of longer term operating costs and greater development complexity.

Build-to-own requires a large initial capital investment, and allows the investor full control of the development, however the change in land use rights duration could well

The changing regulations present further challenges to investors while considering their optimum investment model and highlights the need for business planning and investment option analysis at a very early stage to make

investment or risk assessment decisions for both foreign and domestics investors or developers.

Geoff Mills, SIP Founder and Managing Director

Important Issues Affecting Construction In China

Q&A: KLAUS JESSEC

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Heating, cooling and hot water

products maker Vaillant, one

of the world’s largest produc-

ers of consumer home heating units,

has decided to move its China head-

quarters from Beijing to Shanghai to

prepare for what expects to be a surge

in sales in the coming years that will

make China the company’s single big-

gest market worldwide.

In China, one in every 4 families

that set up gas wall-hung boilers uses

Vaillant. While Vaillat’s primary manu-

facturing facility globally is located in

Wuxi, to the west of Shanghai.

“We have seen double digital growth

every year for the past ten years, and

while the first half of this year has seen

a slow-down, we see continuing growth

in this market, a return to high levels

of sales, especially in the main south-

ern cities,” Vaillant’s Klaus Jesse, who

in charge of International Sales for the

company, said in an interview.

“We originally located our head-

quarters in Beijing on the expectation

that north China would generate the

bulk of sales, but we are seeing more

growth in the major cities of southern

China. So it makes more sense to have

our management team in Shanghai and

closer to production and to the main

market,” he added.

Vaillant, which is based in Remsc-

heid in Germany, is a private family-

owned business, but Jesse said it cur-

rently has global annual sales of around

€2.33 billion and Europe is currently

its biggest market.

“But the rate of growth of sales in

much higher here compared to Europe,

and that plus the size of the market

mean that inevitably China will be our

single biggest market before too long,”

he said.

Vaillant, founded in 1874 and now

operating in over 60 countries around

the globe, has for years stressed the

environmentally-friendly and energy-

saving advantages of its products.

“We have been operating in Asia

since the 1950s and in fact had a sig-

nificant business in Hong Kong in that

era,” Jesse said. “But then our focus

changed and our growth over the past

few decades has been primarily in

Europe, including Eastern Europe. Our

business in China really started to build

about 10 years ago, and has been very

strong.”

The key to the expansion of Vail-

lant’s business in the past decade has

been twofold - the explosion of middle-

class apartment housing and the expan-

sion of the natural gas network to large

areas of China.

“The residential market in China is

very important for us and there is big

potential for further growth in the years

ahead,” Jesse said, adding: “We don’t

like markets that are susceptible to bub-

bles, we don’t like sudden ramp ups of

demand. We rather like steady growth,

and we see overall that the growth of

the middle class in China will allow for

Vaillant, a global leader in the development of high-effi ciency heating, cooling and hot water products and solutions, is moving its China HQ to Shanghai to focus on its growth market region

Getting warm


Q&A: KLAUS JESSEC

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the steady growth of our business in the

coming years. China will become our

biggest single market.”

Vaillant, he said, viewed the China

mainland market for in its products as

being around 1.6 million units per year.

“This is a big market and there is

room for many players. But technology

and German branding are of great help

in terms of our building business here

in China.”

He said the company sees some

Chinese players in the market offering

products which are to one extent or

another copies of Vaillant products, but

doesn’t worry about it too much, with

quality and safety being key considera-

tions of buyers. “They are not operating

in the same area as we are,” he said.

The expansion of natural gas lines to

virtually all of China’s major cities has

also been a boon for Vaillant in the past

decade.

“Our heaters are mostly powered by

natural gas and so basically we have

followed the gas lines,” Jesse said. “At

this point, just about every major city

in China has natural gas, and it is now

moving into second and third-tier cit-

ies, which of course are themselves as

big as major cities in Europe. So we see

major potential for the growth of this

business in the years ahead.”

He said the key differential between

Vaillant’s home market of Germany

and the China market was momentum.

“The main difference is just speed,

the speed with which change occurs, the

speed with which things happen in this

market,” Jesse said. “Germany is much

more settled with regards to technology,

while China has a great willingness to

accept new technologies. We are see-

ing a growing market not only in terms

the fitting of boilers and heaters into

new residences but also in the refitting

of older residences. When people want

to upgrade their living environment it

is often heating that they will think of

first.”

Jesse said Vaillant’s technology had

a significant contribution to make to

solve the smog and pollution problem

affecting China’s cities.

“The state of the environment is

obviously a significant problem, the

smog in the cities, and the use of natu-

ral gas heaters for home heating is a

very important part of the solution,” he

said. “I remember driving through East

Germany in the days soon after reunifi-

cation, and the dominant smell was the

smell of the brown coal being burned to

heat houses. Now, if you drive through

eastern Germany, that smell has gone.

Everyone has converted to natural gas

heaters. In China, for instance in Bei-

jing, the smog is bad and home heating

is the primary cause of that. Of course,

there is also the vehicle emissions which

is another issue to be resolved. But the

political decision to shift home heat-

ing over to natural gas will

have significant and positive

impact on the smog in Chi-

na’s cities.”

A major trend these

days in all consumer

home products is con-

nectivity and Vaillant

is on the trend. “Like

other companies we

now offer the capa-

bility to control our

devices remotely. In

the past, control of

heaters was largely

based on timers, but

increasingly it is the use by smartphones

to turn on heaters maybe half an hour

before you get home.”

The Vaillant Group operates under

eight different brands in different parts

of the world, with its core business

being the development, production and

sale of energy-saving and environmen-

tally-friendly products for heat gener-

ation on the basis of natural gas and

other renewable energy sources. In the

wall-hung boiler segment, the Vaillant

Group is the global market leader.

Vaillant has manufacturing facilities

and R&D centers in 13 plants located in

seven European countries and China,

its facility in Wuxi is the only one out of

Europe. an

b

ou

d

i

n

f

e

re

if

ga

o

n

h

m

n

o a te eu

nt smell was the

ts ac ty Wu s t e o y o e out o

Europent smell was the

being burned to

u drive through

smell has gone.

d to natural gas

instance in Bei-

d home heating

that. Of course,

emissions which

esolved. But the

ft home heat-

as will

ositive

Chi-

ese

er

-

Europe.

Klaus Jesse, Director Sales, Marketing & Service Region South & International

ECONOMY

As China and India have

replaced Mexico over the

last two years as the largest

sources of recent U.S. immigrants, and

immigration from other Asian coun-

tries has increased as well, the impor-

tance of understanding the Asian-

American consumer has never been

more critical to marketers across all

industries. Furthermore, their status as

early adopters with outsized influence

on the American mainstream should

challenge companies to attune them-

selves to Asian-American consumers,

even if they have not done so in the

past.

Builds on recent Nielsen’s market

research, The Asian-American Con-

sumer 2015 Report has explored why

companies should consider multicul-

tural consumers as a cornerstone of

today’s successful marketing strate-

gies. The report provides a pragmatic

analysis of the fastest growing, most

culturally diverse, and most affluent

of the multicultural segments, Asian-

Americans.

It offers a roadmap to the demo-

graphics and buying power of Asian-

American consumers who share many

common cultural traits, but who clus-

ter in specific metro areas and states

with different countries of origin.

Marketers and advertisers who seek to

understand and activate strategies that

best serve the Asian-American con-

sumer should find this report valu-

able as they seek to increase share and

thrive in an increasingly multicultural

mainstream.

Keywords: Family-centric; Discriminating shop-

pers who want and demand the

best quality at a good price; Social-

ly empowered and digitally adept;

Diverse and culturally confident;

Increasingly Ambicultural consumers.

Growth in Numbers:Longevity brings more effective years of buying powerWith cultural roots derived from a

Asia-American consumers are showing bullish buying powerSource: Neilson’s Market Research

THE ASIAN-AMERICAN POPULATION GREW

FROM 2002 TO 2014

46%

NEARLY 4X LARGER THAN THAT

OF THE HIGHLY-COVETED U.S.

MILLENNIAL SEGMENT.

LARGER THAN THE ENTIRE

ECONOMIES OF ALL BUT 18

COUNTRIES WORLDWIDE AND

ALL BUT THREE U.S. STATES.

EFFECTIVE YEARS OF BUYING POWER

Source: CDC NCHS 2010 Life Expectancy/ACS Median Age

ASIAN-AMERICANS

NON-HISPANIC WHITES

ASIAN-AMERICAN BUYING POWER

52.3%

36.7%


ECONOMY

rich tapestry of more than 40 differ-

ent homelands, and with economic

influence far greater than its burgeon-

ing U.S. population statistics would

suggest, the Asian-American consum-

ers are confidently making a power-

ful impact on today’s new American

mainstream. Currently at 19.4 million

strong, the Asian-American population

grew 46% from 2002 to 2014, mak-

ing it the fastest-growing multicultural

segment in the U.S., and is expected

to grow 150% between now and 2050.

China and India have now replaced

Mexico as the largest source of recent

immigrants to the United States.

Asian-American buying power was

$770 billion and is expected to increase

to $1 trillion by 2018. The 180% gain

from 200 through 2014 nearly triples

the increase in buying power projected

for non-Hispanic whites (69%) over

the same period.

The life expectancy of Asian-Amer-

icans (87.3 years) is the highest of

any multicultural segment in the U.S.

and higher than that of non-Hispan-

ic whites (78.7). This statistic, com-

pounded by a lower median age for

Asian-Americans (35) than for non-

Hispanic whites (42), results in sub-

stantially greater effective years of buy-

ing power for Asian-Americans (52.3)

than for non-Hispanic whites (36.7).

When planning long-term marketing

strategies, this additional 16 years of

buying power should be a true advan-

tage if loyalty can be established at an

early age.

Asian-American consumer expendituresThe Asian-American consumer market

is distinctive in many key respects.

AVERAGE ANNUAL

EXPENDITURE

HOUSE

TRANSPORTATION

FOOD

PERSONAL

INSURANCE

APPAREL

CELLULAR

PHONE SERVICE

FURNITURE

+19%$61,700

+26%

+5%

+19%

+41%

+28%

+6%

+17%

$52,000

$22,000

$17,400

$9,525

$9,100

$8,000

$6,700

$7,900

$2,150

$997

$420

$5,600

$1,675

$937

$360

ASIAN-AMERICANS TOTAL CONSUMERS % HIGHER

ASIAN-AMERICAN CONSUMER EXPENDITURE SURVEY

ASIAN-AMERICAN CONSUMERS ARE BUYING FRESH

ASIAN-AMERICAN FRESH

CATEGORY CONSUMPTION

(INDEX VS. TOTAL POPULATION OF 100)

$VOLUME

INDEX

PURCHASE

FREQUENCY

INDEX

FRESH FRUITS 127 111

FRESH MEATS 106 103

PREPARED FOODS 143 115

TAKEOUT 121 102

FRESH VEGETABLES 162 126

FRESH POULTRY 108 103

FRESH SEAFOOD 247 150

Source: Nielsen Homescan, Total Shopper View, 52 weeks ending Q4 2014


It is more concentrated in certain

areas of spend such as housing, educa-

tion, transportation, and food spending,

than all other groups. The three catego-

ries where Asian-Americans outspend

total consumers by the highest percent-

age are personal insurance, apparel,

and housing. Higher personal insur-

ance spending is likely attributed to a

strong desire to protect assets and fam-

ily while higher apparel spending aligns

with a strong loyalty to brand names

further detailed in this report. Higher

housing expenditures may be driven

by the need for more space given the

larger household size of Asian-Ameri-

can households compared to the gen-

eral population (3.1 vs. 2.7) and by the

clustering of many Asian-Americans in

metro areas where housing prices may

command a higher cost.

The journey from inner to outer well being:A fresh perspective on foodAsian cultural traditions permeate

every aspect of Asian-Americans’ lives,

beginning with a person’s mental and

spiritual balance, to one’s sense of per-

sonal health and beauty, and further

extending outward to immediate fami-

ly, friends, acquaintances and civic and

social engagements. Brands that speak

ECONOMY

AMOUNT SPENT PER STORE VISIT ON CONSUMER PACKAGED GOODS

ADULT BEVERAGES

HOUSEHOLD PRODUCTS

HEALTH & BEAUTY AIDS

OVER-THE-COUNTER MEDICATIONS

ASIAN-AMERICANS TOTAL CONSUMERS

Source: Nielsen Share Of Wallet Survey, November 2014

$46

$38

$39

$29

$39

$32

$30

$26

3 IN 10

NEARLY THREE-IN-10 ASIAN-

AMERICANS (28%) LIVE IN

A MULTIGENERATIONAL

HOUSEHOLD VS. ONE-IN-TEN

FOR NON-HISPANIC WHITES

HEALTH & BEAUTY DEPARTMENT

($ VOLUME INDEX VS. TOTAL POPULATION OF 100)

SKIN CARE PREPARATIONS

FAMILY PLANNING

SANITARY PROTECTION

ORAL HYGIENE

PERSONAL SOAP & BATH ADDITIVES

BABY NEEDS

WOMEN’S FRAGRANCES

HAIR CARE

COSMETICS

VITAMINS

170

139

131

128

125

122

115

112

107

106

Source: Nielsen Homescan Total U.S., 52 Weeks Ending February 7, 2015


to the holistic dimension of Asian tra-

ditions are likely to develop a deeper,

more meaningful relationship with

both traditional Asian consumers and

Asian-American consumers, who want

products and services that reflect and

complement dual lifestyles that engage

with both their native culture and the

American mainstream.

By contrast, 23% Asian-Americans

are more likely to evaluate the nutrition

on menu items. 31% are more likely to

eat organic foods and 22% are less likely

to allow junk food in the home.

Home is the heart of consumptionAsian-Americans households spend

more than their average share on many

grocery categories. The highest-index-

ing categories are Asian noodles, dried

vegetables and grains and meal start-

ers, which can be used to supplement

fresh ingredients for a quickly make

home-cooked meal. Other over-index-

ing categories associated with cooking-

from-scratch ingredients include fresh

produce, dried fruit, eggs and short-

ening/oils. Not only are healthy food

items popular among Asian-Ameri-

cans, but they spend more than their

average share on kitchen appliances

and gadgets used for cooking, as well

as on wine, suggesting a high propen-

sity to prepare and entertain their fam-

ily and friends. With higher birth rates

than average U.S. households, Asian-

American households spend more on

disposable diapers and baby food, as

well as on photographic supplies and

school supplies needed for growing

families.

The ties that bind are multigenerationalMultigenerational living, with grand-

parents, parents and children living in

one household, is very often a strategy

used to employ economies of scale in

coping with the challenges of moving

to a new country. Nearly three-in-10

Asian-Americans (28%) live in a mul-

tigenerational household, compared

with just 15% of non-Hispanic whites.

This high-percentage of adult immi-

grants within the Asian-American

population, coupled with the fact that

Asian-American children are highly

likely (85%) to live in a household

with married parents and remain in

that household until married them-

selves. Therefore, the food-shopping

list of an Asian-American multigen-

erational family can be extremely

diverse, as age, health, and dietary

habits need to be considered for three

generations.

Asian-American consumers make

roughly the same number of trips to

grocery stores as the general popula-

tion, but they spend a smaller percent-

age of their total dollars in them. In

ECONOMY


fact, a greater share of Asian-Amer-

icans shop at warehouse clubs (11%)

than the general population (5%), and

they spend a significantly higher per-

centage there, too (23%, as opposed

to 11%). Drugstores also get a higher

share of Asian-Americans’ outlet occa-

sions and dollar volume.

Beauty is more than skin deepMany Asian-American women believe

that if they are healthy on the inside,

they will be beautiful on the outside.

In fact, Asian-Americans spend 70%

more than their average share on skin-

care preparation products, 25% more

on fragrances, 15% more on hair care,

12% more on personal soap and bath,

and 7% more on cosmetic. Person-

al care is important for maintaining

health on the inside, as Asian-Ameri-

cans spend 22% more on oral hygiene,

28% more on sanitary protection, and

6% more on vitamins.

A preference for plastic over paperAsian-American consumers are strong

users of all financial instruments com-

pared with the general population and

all other multicultural groups. They

particularly stand out in the use of

credit cards, with 88% of Asian-Amer-

icans owning a credit card, versus only

66% for the general population. That

said, while Asian-American consumers

own many financial instruments, they

are less likely than other consumers to

say they used debit cards and checks

over the past 30 days. A preference for

credit cards may possibly be due to

the rewards and benefits derived from

their use. Asian-Americans’ participa-

tion in credit card rewards programs

far outpaces that of the general popu-

lation, particularly in miles-rewards

programs, for which Asian-Americans

outpace the general population by a

ratio of more than two to one.

Asian-Americans make more travel

purchases on an annual basis than the

total population. 82% of Asian-Amer-

icans use a credit card to pay for these

flights, which is 11% higher than for

the general population. Retail shop-

ping behaviors also reflect the propen-

sity among Asian-American consum-

ers to use credit cards. Even when din-

ing at fast-food or quick-serve restau-

rants, where it is common to pay with

cash, Asian-Americans’ most frequent

payment method is the credit card.

ASIAN-AMERICANS SHOP MORE AT WAREHOUSE

OUTLET OCCASIONS %SHARE OF

DOLLAR VOLUME %

RETAIL CHANNELASIAN

AMERICANS

TOTAL

CONSUMERS

ASIAN

AMERICANS

TOTAL

CONSUMERS

GROCERY STORE 45% 44% 38% 44%

MASS MERCHANDISER 17% 21% 20% 27%

WAREHOUSE CLUB 11% 5% 23% 11%

DRUG STORE 10% 7% 6% 4%

DOLLAR STOR 3% 7% 1% 3%

CONVENIENCE STORE 1% 3% 1% 2%


ASIAN-AMERICANS TOTAL CONSUMERS


FINANCIAL PRODUCTS OWNED

INDIVIDUAL CREDIT CARD

JOINT CREDIT CARD

INDIVIDUAL DEBIT CARD

PREPAID CARD

STORE CARD

LOYALTY CARD

INDIVIDUAL CHECKING ACCOUNT

JOINT CHECKING ACCOUNT

JOINT ACCOUNT

DEBIT CARD

80%

40%

66%

33%

21%

56%

67%

81%

53%

66%

29%

60%

29%

16%

49%

62%

73%

45%

ANNUAL NUMBER OF

TRAVEL PURCHASES

ASIAN-AMERICANS

TOTAL CONSUMERS


1.8

HOTELS

2.0

1.4

CRUISE LINES

0.3

0.1

AUTO RENTALS

0.9

0.5

AIRLINES

0.9

ECONOMY


美国市场看涨亚裔消费者潜力文章及图表来源：尼尔森市场研究

过去的30多年里，随着越来越多的中

国家庭移民美国，以及使用各类方

法令子女获得美国国籍后，亚裔美国人已

不再是少数群体，他们逐渐在美国形成独

特的风景线；从人口数量、消费特征、购

买力、数字互联网偏好等各维度，呈现出

与传统美国人不一样的特征，东方文化的

传承也为这个群体注入“东方特色”，让

一切变得有趣而珍贵。

东西方文化交融和消费市场的相互渗

透，印证了早已被提出的全球化进程的论

调。而融入不同市场的外来人口，对于本

地市场的影响和冲击，以及反应出的源文

化的差异和变化趋势，都是消费者研究里

非常有趣的纽带。

尼尔森新发布的《2015亚裔美国

消费者报告》，从亚裔美国消费者的消费

现状、对高科技数字世界的偏好、以及未

来人数与购买力增长等数个角度，为读者

呈现了这类典型而生动的双文化融合的消

费者形象。

亚裔消费者关键词：“家庭中心”、

“精明”、“偏好数字技术和社交”、

“文化传承”、“从自我到社交化的个体

转变”、“双重文化”。

压倒性人数增长长寿也被揣摩为“有效购买力”

虽然美国是全世界大的民族交融国

家，40多个国家与区域的移民为这个国土

贡献着多元的文化融合；但亚裔美国人于

2002年-2014年间增长了46%，可预见

的是从现在到2050年人数增长速度将高达

150%。其中，中国和印度是亚裔美国人

重要的2个群体组成。2014年亚裔美国

人的购买消费为7700亿美元，而预计在

2018年会增长为1万亿。其购买力实质上

从2000年-2014年间增长了180%，相比

之下，非西班牙裔白人的消费力增长仅为

69%。

亚裔美国人87.3岁的平均寿命，是

区隔于其它美国人的又一重要特征（非西

班牙裔白人的平均寿命仅为78.7岁），剔

除掉无效购买年份，亚裔美国人的平均有

效购买年数（52.3年）比非西班牙裔白人

（36.7年）长16年之多。品牌若能在这个

人群构建有效忠诚度，无论从短期还是长

期都将是带来高回报的增长点。

他们在美国也热衷买房再看亚裔美国人的消费分布，与本土

美国居民有着显著区别。通常而言，他们

的财富水平高于美国家庭平均水平，住

亚裔美国人增长了

(2002年至2014年间)

46%

与千禧年相比增长

四倍

购买力仅次于

18个国家

平均有效购买年数

Source: CDC NCHS 2010 Life Expectancy/ACS Median Age

亚裔美国人

非拉丁裔白人

亚裔美国人购买力

52.3%

36.7%

理财


内在幸福向外在幸福的转变健康食品诉求高

东方文化影响着亚裔消费者生活的方

方面面，从精神的诉求，到个人健康与美

容、家庭、熟人、城市以及社交的外在需

求。品牌如果能全方面融合亚洲传统与美

国主流，让亚裔美国消费者能够感受到产

品和服务带来的双重文化的满足，则更能

与他们建立起深厚而有意义的关联。

相比较而言，更多的亚裔美国人

（+23%）更愿意评估食物成分构成里的

营养元素，食用有机食物（+31%），而

更少比例的人愿意（-22%）采购垃圾食

物。

家庭是消费的重心亚裔美国人的家庭花销高于平均水

平，其中，亚洲面条，干菜、谷物等可以

与新鲜食物结合制作便捷的家庭餐食的食

品受欢迎；此外，新鲜元素，干果、鸡

蛋等也备受欢迎。除了健康食物外，厨房

家电、红酒的花销也高于平均水平，他们

更愿意在家里与家人和朋友娱乐；而一次

性尿片和婴儿食品以及相机设备和学校用

品同样受欢迎。

三世同堂的家庭环境相比本土美国人，亚裔美国消费者更

可能生长于三世同堂的环境中，祖辈、父

辈和孩子们同在屋檐下的比例高达28%，

而非西班牙裔白人的这种比例仅为15%。

85%的亚裔美国人的孩子与他们的父母居

住在一起，有的甚至在自己结婚后还维持

这种现状。因而，他们的食品清单更加丰

富，以满足不同年龄、健康状况和饮食习

惯的需求。

尽管在日常杂货店购物的比例与整体

消费者的比例持平，但他们在此的支出更

少；选择去批发店购物的比例高于整体水

平（11% V.S 5%）,在那的支出也相应更

房、交通、食品是消费集中的三个领

域；其中，个人理财、鞋服、住房的平均

年消费相比全国平均水平分别高出41%、

28%、26%；他们有更强烈的使资产保值

增值的意愿，在鞋服上对品牌更推崇，忠

诚度更高，住房上因更多家庭人口和临近

交通居住的偏好而花费更多。

理财

平均年度支出

住房

交通

食品

个人保险

服装

移动电话

家具

+19%$61,700

+26%

+5%

+19%

+41%

+28%

+6%

+17%

$52,000

$22,000$17,400

$9,525$9,100

$8,000$6,700

$7,900

$2,150

$997

$420

$5,600

$1,675

$937

$360

亚裔美国人消费者总额高出百分比

亚裔美国人消费支出调查

亚裔美国消费者对健康食品的高诉求

亚裔美国人健康食品消费金额

（美金）购买频率

水果 127 111

肉类 106 103

半成品 143 115

外卖 121 102

蔬菜 162 126

家禽 108 103

海鲜 247 150

Source: Nielsen Homescan, Total Shopper View, 52 weeks ending Q4 2014

3 IN 10

近十分之三 (28%) 的亚裔美国人与

祖辈、父辈和孩子生活在同一屋檐

下，而在非拉丁裔白人中这一比例

为十分之一。


理财

高（23% V.S 11%）；药店也是他们常光

顾和花销的地方。

美容不只停留在护肤层面很多亚洲人认为如果内里健康了，

外在也就随之更美。除了在美容护肤化妆

上花费功夫（护肤品的消费高出平均水平

70%，香水高出25%，护发品高出15%，

个人洗漱用品高出 1 2 % ，化妆品高出

7%），他们相比一般美国人，在口腔卫生

（+22%）、卫生用品（+28%）以及维他

命（+6%）等品类上也消费更多。

更愿意使用信用卡而非现金亚裔消费者是金融工具的忠实粉丝，

尤其是在信用卡的使用上。80%的亚裔消

费者拥有信用卡，而平均比例为66%，他

们对信用卡积分以及活动项目的热衷高于

普通消费者。

他们在旅游消费上高于平均水平，而

且82%的亚裔消费者使用信用卡支付旅游

费用，高出平均水平11%。此外，他们在

零售购物、外出就餐等消费上使用信用卡

的比例也非常高。

包装类消费品支出

饮品

日用品

健康美容用品

非处方药品

亚裔美国消费者总消费者


$46

$38

$39

$29

$39

$32

$30

$26

健康美容门类

护肤品

计划生育

卫生用品

口腔卫生用品

沐浴用品

婴儿用品

女式香水

护发用品

化妆品

维他命

Source: Nielsen Homescan Total U.S.,

52 Weeks Ending February 7, 2015

170

139

131

128

125

122

115

112

107

106

亚裔美国人选择仓储式批发店购物的比例更高

光顾频率金额支出（美元）

零售渠道亚裔美国消费者

总消费者亚裔美国消费者

总消费者

杂货店 45% 44% 38% 44%

大型市场 17% 21% 20% 27%

仓储式批发店 11% 5% 23% 11%

药房 10% 7% 6% 4%

一美元店 3% 7% 1% 3%

便利店 1% 3% 1% 2%


亚裔美国消费者总消费者


金融产品持有

个人信用卡

联名信用卡

个人借记卡

预付费卡商店专用卡

积分卡个人活期存款

联名活期存款

联名借记卡

80%

40%

66%

33%

21%

56%

67%

81%

53%

66%

29%

60%

29%

16%

49%

62%

73%

45%

旅行消费年度支出

亚裔美国消费者

总消费


1.8

酒店

2.0

1.4

邮轮

0.3

0.1

汽车租赁

0.9

0.5

航空

0.9


The next global gathering of

the elite of men’s golf will be

the final World Golf Cham-

pionships (WGC) of the season – the

HSBC Champions. This year marks

the 11th staging of the tournament

known as ‘Asia’s Major,’ after a decade

of unprecedented golf development in

China. As the fourth and final WGC

event of the season, the HSBC Cham-

pions is a key component of both the

European Tour’s final series and the

start of the US PGA Tour 2016 season.

The success of the WGC-HSBC

Champions is very much down to the

whole-hearted support of the tourna-

ment by the world’s best golfers. This

year’s WGC-HSBC Champions has

coincided with what many consider to

be a changing of the guard in the world

game. Seemingly some of the more

familiar faces are now making way for

the next generation, with the crop of

younger golfers tasting success in both

the Majors and the World Golf Cham-

pionships.

No one embodies that theory

more than the popular young Amer-

ican, Rickie Fowler. The 26-year old

explained, “The game is now in a great

position with the amount of young

players that are playing well with Rory

McIlroy being the prime leader of that

group along with Jordan Spieth and

Patrick Reed. Players like Tiger Woods,

Phil Mickleson and Ernie Els have done

a great job of paving the way and giving

us the opportunity to play around the

world and have an impact.”

The dawn of a new era for WGC-HSBC Champions

FEATURE STORY


Rickie Fowler is just one of the many

players who have enjoyed competing at

the Sheshan International Golf Club.

Fowler added, “The WGC-HSBC

Champions is definitely one of the

strongest fields we play throughout

the year, it’s a great event that typically

yields a strong champion at the end of

the week. I am excited to go back and

tee it up against the world best players.”

2013 U.S Open winner Justin Rose

is also an admirer of the only WGC

event outside the US. With the HSBC

Champions elevated to a World Golf

Championships event in 2009, the Eng-

lishman thinks it has truly established

its position in the golf calendar and that

the tournament undoubtedly enjoys the

respect it deserves.

In a country where hosting top class

golf tournaments is still a relatively

recent thing, the fan’s delight is clear

when the world’s top names come to

town.

Rose explained, “It is such a growing

game in Asia and especially in China,

where there seems to be a lot of excite-

ment amongst the fans. They want to

make the most out of their experience

and try to capture as many memories

and moments as they can.”

2012 winner Ian Poulter and Chi-

na’s Liang Wen-chong are the only two

players to have played in every HSBC

Champions since the inaugural edition

in 2005. They have both witnessed the

growth of golf in China for the past

decade and felt the impact of the HSBC

Champions.

“In the past ten years, HSBC has

done an impressive job of bringing the

best players from around the world to

compete in China, which has definitely

helped the growth of golf in the coun-

try. Their continued support is going to

help the youngsters in China to become

bigger and better,” said Poulter, the

former HSBC Champions winner.

Liang also believes that there has

been advanced development of the

game in the country since golf started to

attract attention in China three decades

ago, he commented:

“There were really limited tourna-

ments, not to mention international

ones. Golf has taken off recently, thanks

especially to the HSBC Champions. The

past decade has witness a continuous

growth of the HSBC Champions event,

with an increasing amount of world

class players coming and youngsters

participating from China. This event

exerts an edifying influence on both

golf players and fans, which greatly pro-

motes the national golf development.”

Since its inception, the WGC-HSBC

Champions has established itself as a

premium event in global golf, Asia’s

Major and more. This year promises

another great celebration of the growth

of golf in this part of the world as the

best players in the game tee it up in

Shanghai at the Sheshan International

Golf Club on 5-8 November.

FEATURE STORY


世锦赛—汇丰冠军赛迎来新曙全球男子高尔夫精英选手将于11月齐

聚上海，竞逐年度后一场世界高

尔夫锦标赛—汇丰冠军赛。这项赛事将

于今年迈入第十一个年头，过去十年汇丰

冠军赛被誉为“亚洲的大满贯”，见证了

中国高尔夫运动的空前发展。作为年度第

四场也是后一场世锦赛，汇丰冠军赛既

是欧巡赛收官系列赛中的关键一站，同时

也标志着美巡赛2016赛季的开始。

世界优秀球员的全力支持是世锦赛-

汇丰冠军赛不断取得成功的要素。业界普

遍认为今年是全球高尔夫球届新老接替的

时刻，汇丰冠军赛的举行适逢交接之际。

一些观众熟悉的面孔正让位于年轻的选

手，新生代球星在大满贯赛事和世锦赛赛

事中屡获殊荣。

里奇-福勒无疑是这一理论的佳体

现，这位年仅26岁美国选手表示：“大量

优秀年轻球员的涌现使高尔夫运动的发展

出现契机，麦克罗伊做为新生代选手的杰

出代表，与乔丹-斯皮思、帕特里克-瑞

德一起为世界高坛带来新气象。而像泰

格-伍兹、菲尔-米克尔森和恩尼-艾斯这

样的中间力量以他们的号召力成就了年轻

一代的进取之路，并给予我们很多提携和

帮助，让我们可以站在世界的赛场上有所

作为。”

有机会在佘山国际高尔夫俱乐部与世

界高球精英一争上下，里奇-福勒只是众多

优秀选手之一。

福勒补充到：“世锦赛-汇丰冠军赛

绝对是这一年中球员阵容强的赛事之

一，这项出色的比赛总是会产生出色的冠

军。可以再度征战汇丰冠军赛，和世界优

秀的选手一决高下让我觉得兴奋。”

2013年美国公开赛冠军赛贾斯汀-罗

斯也是这场唯一不在美国举办的世锦赛的

推崇者。随着2009年汇丰冠军赛正式升级

为世界高尔夫锦标赛，这位英国选手认为

这场赛事已经奠定了自己在全球高尔夫球

届的重要地位，成为世锦赛是实至名归。

在中国这样一个举办世界顶级高尔夫

赛事历史还相对短暂的国家，世锦赛-汇丰

冠军赛的到来，自然令球迷们的喜悦之情

溢于言表。

贾斯汀-罗斯说：“在亚洲，尤其是

中国，高尔夫球是一项正在发展壮大的运

动，球迷们也很热情。他们会尽全力地去

经历、去体验，并努力捕捉精彩片刻以留

下回忆。”

2012年汇丰冠军赛冠军伊恩-保尔特

和中国球员梁文冲是仅有的两位自2005年

开赛以来每年都参赛的选手，他们共同见

证了过去十年中国高尔夫的发展，并且深

切感受到汇丰冠军赛为中国高尔夫所带来

的影响。

“在过去十年里，汇丰银行成功地

将全球优秀的球员吸引到中国参赛，

这无疑极大地推动了高尔夫球在中国的发

展。汇丰银行的长期支持将使中国的年轻

球手群体日益壮大，竞技水平也将越来越

高。”伊恩-保尔特说道。

梁文冲也相信过去三十年中国高尔

夫变化巨大，他也道出了一些自己的想法

和感受，“回顾过去，高尔夫赛事数量有

限，更不用提国际赛事了。近年来高尔夫

运动慢慢崛起，要特别感谢汇丰冠军赛。

过去的十年我亲眼目睹了汇丰冠军赛的成

长，越来越多的世界级选手来到中国，我

们也不断有年轻的中国球手入围，这项比

赛对许多球员和球队带来诸多启发，极大

地推动了中国高尔夫运动的发展。”

自创办之初，世锦赛-汇丰冠军赛便

是全球高尔夫界之盛事、亚洲的大满贯，

影响深远。2015汇丰冠军赛将不仅是一场

精彩非凡的高尔夫赛事，更是一场世界高

尔夫明星的璀璨亮相。现在开始，我们为

下一个十年神话的开启喝彩，11月5日至8

日一同在上海在佘山高尔夫俱乐部见证新

一届冠军的诞生。

专题


Japan, an island nation that can

seem more coast than anything

else, is known in the West for its

yen for sushi—an affinity that has

spread to the United States and the rest

of the world. But in the last two dec-

ades it is Japan’s far more land-locked

neighbor and regional rival that has

begun upending the oceans to satisfy

its citizens’ hunger for fish.

“China is currently the world’s larg-

est consumer of fish, accounting for

one-quarter of global fish demand,

and its fish consumption continues

to rise with its burgeoning middle-

income class,” said Zhang Wenbo, who

conducted the research for an inter-

national study on the China’s impact

on world fish supplies published in

the magazine Science this year while

completing his PhD at the aquaculture

institute of the University of Stirling,

Scotland.

In the paper, Zhang and other

researchers write that fishing in Chi-

na’s coastal waters is badly regulat-

ed and sloppily done, such that large

amounts of inedible or undesirable fish

end up in animal feeds, some of it fed

to farm-raised fish, which make up the

vast majority of China’s annual aqua-

culture output. The inclusion of such

“trash fish” requires far greater har-

vests to supplement what is now the

largest domestic fish-farming opera-

tion in the world.

These and other wasteful practices

have set China’s diners on a collision

course with aquatic populations of

every stripe both at home and abroad.

But the solution to this insatiable

demand, according to Zhang and his

co-authors, may lie in the fish-farming

by-products currently being labeled

as waste and dumped en masse into

China’s waters.

Better out than inChina is the world’s single largest mar-

ket for seafood, one that has grown

rapidly over the two decades leading

up to 2010, at an annual rate of 6% for

a per capita consumption of 33.1 kg

(72.9 lbs). That gives the country’s per

capita pork consumption (39 kg last

year) a run for its money, and is more

than double the annual per capita fish

Fishy businessChina’s ravenous hunger for fi sh has spurred incredible industry ineffi ciencies

ECONOMY


supply in the rest of the world (15.4

kg) according to the Food and Agricul-

ture Organization (FAO) of the United

Nations. And while China accounted

for 30% of global fish consumption

when the bank’s report was published,

according to its baseline prediction

model the country will account for

38% by 2030.

That growth has shown no signs

of slowing since that prediction was

made. In 2012 China became the

world’s largest seafood market, and

in 2013 it imported US$8.4 bil-

lion worth of fish and seafood for

an annual increase of 8.9%, accord-

ing to Canada’s agriculture ministry.

Fresh fish imports alone weighed in at

36.6 million tons that year, provided

by a wide variety of countries: Russia

(17.8%), the United States (15.3%),

Peru (12.1%), Chile (5.3%) and Nor-

way (5.1%) accounted for the largest

shares. Imports were dominated by

fish meal and flour (US$1.7 billion)

for use in animal feed, frozen Alaska

pollock (US$883.6 million) – popular

in everything from fillets and fast food

to fish sticks and imitation crab – and

frozen fish (US$465.5 million).

But China is also, at least for now,

the world’s largest exporter of fish,

which in 2013 ran in dollar value to

well more than double its imports at

US$19.7 billion, an increase of 6.9%

over the previous year. Top exports

included frozen cuttlefish and squid

(US$1.6 billion), frozen shrimp and

prawns (US$1.2 billion) and frozen

fish (US$1 billion); top destinations

were Japan (19.3%), the US (15.9%)

and Hong Kong (11.6%). These figures

reflect the massive growth of China’s

domestic aquaculture—fish farming.

Small-fry farmingChina has been responsible for the

majority of growth in global fish pro-

duction in recent years, most of it from

aquaculture, which began to boom

shortly after the beginning of eco-

nomic reforms in the early 1980s. In

1979, China’s aquaculture production

totaled 1.23 million tons, and in 2003

it reached 30.28 million tons, grow-

ing from 29% to 64.33% of total fish

consumed during the same period and

replacing capture as the major source

of fish production in China. In 2012,

the latest year for which FAO data is

available, aquaculture production hit

42.88 million tons.

But just as important as how many

is how they are produced, and by

whom. Inland freshwater aquaculture

has long held a far larger portion of

total production compared to saltwater

farms, and grew from from 58.6% of

the total in 2003 to 61.6% at last count

in 2012. But as in much of mainland

agriculture, small, individually-owned

farms still predominate.

Small-scale pond farming remains

essentially unchallenged as the primary

source for freshwater fish, dropping

only slightly from 70.54% in 2003 to

70.19% in 2010. In the latter year, larg-

er-scale farming in lakes and reservoirs

totaled just 18.69% of the total catch.

While most freshwater farmers culture

more than one species, the typical scale

of operations remains small: While the

number of fish cages at Asian farms

ranged from 2 to 590 in a recent FAO

survey, Chinese farms averaged only

53.

Chum in, chum outThese and other inefficiencies increase

input costs and limit the output of

domestic farming and increase the

burden on wild populations. Zhang

said he and his co-authors discovered

that domestic consumption trends

appeared to foreshadow “a major shift

in China’s trade position in fish prod-

ucts, from the world’s leading fish

exporter to a net importer in the com-

ing decades.”

Indeed, they note, China is well-

prepared for such an eventuality: It

operates the world’s largest interna-

tional fishing fleet, with vessels spread

over 80 countries’ economic zones

and other foreign territories. As high-

quality fishmeal comes into greater

demand, Chinese companies will begin

to take advantage of oceanic areas

where higher-nutrient fish congre-

gate—the fishing rights to which they

have been snapping up in recent years.

That would push other countries to

trawl for a greater quantity of trash fish

to make up for the dearth.

Instead, Zhang and co. suggest recy-

cling the waste by-products from sea-

food processing plants across China:

Discarded material from global fish

processing are estimated to total rough-

ly 20 million metric tons annually,

equal in weight to more than a quarter

of the world’s total marine catch.

This “waste” can account for

30-70% of fish shipments by volume

and is often discharged into nearby

rivers, lakes and bays. But by the

researchers’ reckoning said processing

waste could satisfy between half and

two-thirds of the current volume of

fishmeal used by Chinese fish farm-

ers. That would mean fewer wild fish

hauled in, making for a more sustain-

able industry in the long run.

ECONOMY


China’s paper producers might

be having a tough time under

the country’s new environ-

mental laws, but they aren’t keen to

talk about it. When asked how the

paper industry has been faring under

new and more stringent anti-pollution

regulations introduced this year, over a

dozen paper manufacturers declined to

say so much as a word. Only one even

consented to looking at a list of ques-

tions before doing an interview—then

stopped responding altogether once he

got them.

For those working in the paper-

making industry, media coverage has

rarely been positive in recent years as

more information has come to light

about the damage done to China’s

environment by its countless small-

scale paper mills. But a new national

environmental protection law enacted

this year together with unprecedented

strict regulations from the central gov-

ernment introduced in April have put

the squeeze on an overcapacity indus-

try whose profit margins are razor-

thin already. That is likely on purpose,

said Debra Tan, director of the Hong

Kong-based nonprofit, China Water

Risk.

Tan said the April plan makes it

very clear that the central government

is focused on tackling industries that

are energy- and water-intensive as

well as heavy polluters. She said based

on the list of targeted sectors – which

ranks paper mills in its top tier –

“they’re well aware of what industries

those are.”

Bulk businessChina was the biggest annual consum-

er of paper products in 2013 at 24.4%

of global consumption, according to

the latest available edition of the China

Paper Industry Almanac. Stats from

the Food and Agriculture Organization

of the United Nations from that year

also show that China was the world’s

leading producer at 26.6%. Accord-

ing to the latest figures from the China

Paper Association, 72.9% of the indus-

try’s total production volume comes

from just eight administrative districts,

mostly along the more-developed coast:

Shandong, Guangdong, Zhejiang,

Jiangsu, Fujian, Hebei, Hainan and

Tianjin.

In absolute terms, China’s domestic

consumption of paper products bal-

Paper trailSlashing China’s paper mill oversupply won’t give those left a license to print money

ECONOMY


looned from 36.8 million tons in 2001

to 97.8 million tons in 2013, accord-

ing to the industry group China Paper

Association; production for the same

period rose from 32 million tons to

101.1 million tons. Production didn’t

catch up with consumption until 2007,

but consumption seems to have peaked

in 2012.

Peaking demand and a stable low

global price of paper – about US$191,

according to business data provider

IBISWorld - hasn’t stopped mills from

churning out more of the stuff, though.

Estimates from the World Business

Council for Sustainable Development

expect China’s paper output to increase

by 67% from 2010 to 2025. And while

the gross value of both industrial out-

put and revenue for the paper sector in

China have been increasing in recent

years, manufacturers’ profit margins

have decreased as a result of raw mate-

rials’ high cost and competitive global

prices, according to a 2014 analysis of

mainland China’s paper industry by the

Hong Kong Stock Exchange.

Yet despite its size, China’s paper

sector is not dominated by industrial

leaders with a firm hold on the high-

est-value products. China Paper Asso-

ciation statistics record roughly 2,934

paper manufacturers on the mainland,

82% of which are smaller-scale factory

outfits. In 2013 the top producer, Nine

Dragons Paper, accounted for 11% of

total production volume, and together

it and the next four largest manufac-

turers – Lee & Man, Shandong Chen-

ming, Shandong Sun and Huatai Group

– accounted for only 25.8% of China’s

annual total production.

Papered-over pollutionAmong the more positive environ-

mental developments this year for

water resources has been the National

Development and Reform Commis-

sion’s (NDRC) announcement of new

water pollution policies. Unfortunately

for China’s paper makers, it specifically

targets paper mills, as well as chemical

plants and textile factories. The outsize

amount of waste discharged by these

industries has made them an obvious

target for policymakers.

But where previous ambitious anti-

pollution plans in 2003 and 2011 that

targeted paper mills often fell short

thanks to vague implementation plans,

the new NDRC regulations actually

create a policy platform that ties many

other policies together in an unusually

cohesive and explicit way. While most

national or regional government policy

in mainland China is left intentionally

vague, the new plan seems to leave no

such loopholes, introducing 26 specific

requirements for improvement and 238

mandatory measures, with each one

accompanied by a list of responsible

ministries.

From an environmental perspec-

tive, there is good reason to target paper

mills. According to a report from China

Water Risk, the paper industry’s waste

water discharge accounts for 10-12%

of mainland China’s total—topmost

among all industries. The report also

cites Zhao Wei, Secretary-General of

the China Paper Association, as saying

that of China’s almost 3,500 paper mills,

the number of small mills was around

3,100, with medium and large making

up the remainder. Zhao said large mills

contribute 80% of total production,

“but account for less than a third of the

industry’s pollutant discharge.”

The health hazards are enormous as

well, with the number of reported con-

flicts arising over toxic dumping from

paper mills having risen in recent years.

In one typical case, locals from the

city of Weifan in Shandong province

accused nearby paper mills of pump-

ing industrial waste into the city’s water

supply, sending cancer rates soaring.

One country’s trash...Yet even if many of China’s small plants

are closing, it seems unlikely that prices

inside the country will rise by any sub-

stantial amount. In addition to steady

international prices for paper, China’s

recycling rate has grown substantially

in recent years, reaching about 44.5%

in 2012, according to the HKEx report.

That’s still far below the developed-

nation average of 60%, though, which

points to a limited domestic supply of

waste paper.

As a result, China’s imports of waste

paper have risen dramatically, from

about 17 million tons in 2005 to more

than 30 million tons in 2012, the latest

year for which the statistics department

of the Hong Kong government has pro-

vided figures. Globally, almost 40% of

recovered paper is exported from the

US, of which Chinese imports account

for 70%. And while prices spiked in

2011, a slowdown in demand which

began in late 2013 has since pulled them

back down.

In light of the Chinese paper’s indus-

try’s chronic oversupply of both prod-

uct and pollution, there appears to be

little economic downside to culling

the worst of an overpopulous herd—

and little chance of an uproar from

the public should the latest drive suc-

ceed. Indeed, about the only ones who

might mind if the sector gets slashed

and burned are the paper makers them-

selves. But they aren’t talking.

ECONOMY


微商朋友圈生意告急从朋友圈刷屏创造销售神话，到好友避而远之，再到被屏蔽拉黑，微商商业模式在假货和假帐号的包围中不得不寻找新的突破路径。

以往，微商沿用传统代理模式，一级

代理拿到货后再招二级代理、三级

代理，一级一级地向下压货。当货在后

一个层级的人手里库存积压得越来越多，

就像近日股市大跌一样，个体微商出货也

越来越难。在意识到这种“滚雪球”的危

机后，一些品牌微商开始转型。

自由选择代理品牌微商的繁荣得益于微信的发展降低

了各种营销成本，使人人电商和社交电商

成为一种可能，但近期微信运营团队对朋

友圈虚假生意的打击力度的加强，传统微

商模式的弊病开始暴露。今年3月18日，

微信官方就针对首批售假账号作出结果公

示，共计有93个冒名侵权的公众账号和

233个售假个人账号被封停。

“微商群体要做好，首先需要对货

品做控制，对人群做分层，避免信誉透

支。”京东旗下拍拍小店相关负责人表

示：“现在的代理制不需要囤货，也不再

是分级提成，商家的提成机制是透明的，

代理也几乎不需要付出任何成本。”拍拍

小店细化了代理的关系，一方面是针对个

体消费者，只要动手将商品转发到朋友

圈，有购买就可以获得佣金；另一方面是

面向商家，商家可以挑选合适的商品直接

上架到自己的店铺，发货、售后则统统由

供货商负责。

微商需要同时思考的是以货为基础还

是以人为基础，如何有效地在大的社交平

台上搭建购物生态。其次，社交场景下商

家生态中不同商家也有不同分层需求，但

都要考虑相对有序地分享传播，结合中心

化流量使用，综合提升品牌效应，而不是

以透支人群信用为代价。

轻代理新模式不仅是微商平台在“清理门户”，过

去两个月，部分标杆的传统微商企业也在

发生重大变化。这些传统大牌的微商操盘

手开始抛弃层层囤货的微商操盘模式，代

之以更利于行业健康发展、品牌长远发展

的微商模式，逐步改变了目前主流微商的

运作模式。

据广州微商市场的一位专业人士张

先生介绍，目前微商运作模式主要有以下

几种。一是多层级代理制微商，这是将传

统线下招商模式搬上互联网的典型做法。

多层级代理产品流转路线主要从大区、总

代、市代、一级、二级、特约到消费者，

中间设置4-6个层级，层层囤货。这种模

式主要在于快速通过渠道铺货，以实现短

期内快速汇款，甚至圈钱。在这种模式

下，品牌传播导向以招商为主，代理通过

投入相应量的金钱进行囤货以获得优的

进货价，以更利于获得下级代理的利润差

价。二是分享推荐制微商，微商可从中分

享推荐赚佣金，这是一种按照终交易效

果付费的推广方式(CPS)。但市面上有少

部分商家却打着“消费变投资，人人是

老板”的幌子，强制要求认购商品才能加

入，而且给的利润空间高得吓人，几乎就

是“传销”。

“前两种都有遭人病垢之处，”张

先生说，“目前主流的微商模式是零售

微商。”零售微商是以品牌与个人直营零

售、或是以品牌为中心的微商生态系统，

踏踏实实卖好产品、提供好服务是此类微

商的发展根本。“这类微商起步阶段会相

对缓慢，但一旦建立起可持续运转的体

系，并形成规模化之后，就能形成小而美

的自循环生态。”

在看好轻代理模式的人看来，这种

模式使产品到达消费者的代理层级缩短，

产品的利润空间分配更合理，也更利于动

销。代理无囤货或只有少量使用产品，通

过合理的微商分级和晋级制度，让代理也

有动力通过低风险投入实现稳健收益。

话题


股市动荡影响中国科技公司融资步伐中国科技公司股票的疲软在未来可能会影响中国下一代小创业公司，这些小的创业公司指望着天使投资者和风险投资家的支持。网易科技供稿

外媒认为，中国科技行业公司和投资

者正在感受国内股市剧烈动荡所带

来的痛苦，社交电子商务服务蘑菇街融资

计划受到影响可能就是其中一例。

消息人士声称，包括私募股权投资

巨头凯雷集团（Carlyle GroupLP）在内

的潜在新投资者，正在就蘑菇街估值要低

于20亿美元（蘑菇街管理层所期望的标

签）一事进行商谈，投资者们继续在寻求

同蘑菇街达成交易，条款仍然在变动中，

蘑菇街在这次新的融资中的估值将远远高

于2014年6月份那轮融资中的估值10亿

美元。

有关蘑菇街估值的商谈，正值中国股

市近大跌并且波及全球股市，阿里巴巴

和京东等在美国上市的中国科技股都出现

大跌。

中国电子商务巨头公司股价下跌所

带来的刺痛已经被私募股权投资公司所感

受，但是他们仍然对这些电子商务巨头押

下赌注，一如他们在这些电子商务巨头首

次公开招股（IPO)之前所投下的赌注。例

如，截至今年5月15日，美国私募股权投

资公司银湖（Silver Lake）仍然保留在阿

里巴巴IPO之前对该公司投资额的85%。

阿里巴巴股价已经从去年11月份时的高

峰下跌了35%，跌至本周三收盘价只有

77.94美元，创下其去年9月份上市交易以

来低收盘价。

总部在北京的高瓴资本集团（Hill-

house Capital Group）是一家管理着超

过200亿美元资金的投资公司，据政府监

管机构文件显示，截至今年3月31日它持

有电商京东1.43亿股股票。京东股价已经

从上个月的高峰价每股38美元，下跌至本

周三每股30.32美元，尽管今年以来该股

股价仍然上涨了30%。按照周三的股价，

高瓴资本集团所持京东这些股票价值约为

43亿美元。高瓴资本集团数年来以大量持

有上市公司股票而知名，其所持这些公司

股票的时间较其它基金公司更长。高瓴资

本集团是蘑菇街现有股东之一。

包括电子商务巨头在内的在美国上市

中国科技股，较国内上市股表现得要好一

些。在沪深两市交易的许多科技公司往往

都是小盘股，他们吸引的是散户投资者的

热钱，大的机构投资者投资的则不多。

近几周，这类股随着大盘的大跌而受到重

创，有的腰斩，有的不得不暂时停牌。

一些大的私募股权投资公司并没有

草率行事，其资金一般投资在他们预计在

数年而非几周会内做得很出色的那些公司

上。Uber Technologies的中国竞争对手

滴滴快的（Didi Kuaidi Joint Co.）周三

宣布已经完成20亿美元融资，投资者包

括Capital International Private Equity

Funds和Coatue Management LLC.两

家美国基金公司。私募股权投资基金往往

是考虑未来长远回报的长线投资，他们持

股时间往往达到多年。尽管他们不会终止

投资，但一些可能在近期配置基金时将变

得更加谨慎，因为上市的科技公司股价进

一步下跌可能会让他们达成新交易变得更

困难。

中国科技公司股票的疲软在未来可能

会影响中国下一代小创业公司，这些小的

创业公司指望着天使投资者和风险投资家

的支持。

Qinmi公司创始人陈易平，希望在今

年10月份为他的这个位于深圳的小创业公

司完成新一轮融资，该创业公司业务涉及

家庭通信应用和兼容这一应用的可穿戴设

备开发。在他的利用智能手机聊天群进行

沟通的企业家朋友圈中，一些正在讨论的

话题是，近的股市跌宕是否和如何影响

来自风险投资家以及其它私募股权投资者

的未来投资。不过陈表示，这样的讨论仍

然只是在猜想。他说，“对于股市我无能

为力，而作为一位创始人，我只关注我能

做什么和我能控制什么。”陈易平于2013

年创建了Qinmi，并且已经获得来自一些

个体投资者的种子资本。2014年7月份，

该公司获得来自全球风投公司DFJ Ven-

ture的中国分公司的天使投资。

话题


“互联网+”风口上的淘金术互联网的融入为各类产业的发展带来了无限的商机与挑战文 | 李光斗（微信公众号：李光斗品牌观察）

制定“互联网+”已经成为中国的

国家计划，推动移动互联网、云

计算、大数据、物联网等与现代制造业结

合，促进电子商务、工业互联网和互联网

金融健康发展，引导互联网企业拓展国际

市场。一时间“互联网+”一词就引发了各

界广泛的关注和议论。那么“互联网+”指

的是什么呢？

简单来说，“互联网+”加的不仅仅

是技术，而是“互联网+各个传统行业”，

这二者如何更加深入地融合，从而迸发出

更多更好的新兴产业和新兴业态，也促进

了社会各行各业的创新与相互融合。众所

周知，第一次工业革命是蒸汽机的出现，

第二次工业革命是电文明的产生，那么第

三次工业革命就是互联网时代的到来。每

一次工业革命都给人类的生产力和创造力

带来了巨大的提升，但互联网的出现不仅

仅提高了生产力，它将带给传统企业的是

决策方式、业务模式、经营思路等方面的

巨大转变。那么当互联网遇到不同的企业

时会发生什么呢？

一、当互联网遇到制造业春节前夕，一些制造业大省接连传来

工厂倒闭的消息，于此同时国人还上演了

在日本抢购马桶盖的现象，不得不承认中

国制造业面临空前的压力。国人都喜欢买

洋货，却不介意这些漂洋过海的产品上面

写着：“Made in China”。

出现这样的问题，原因当然是多方面

的，在企业倒闭的案例中，用工成本过高

是一个很紧要的问题，我国的制造业一直

是处于劳动密集型，那么现阶段劳动力人

口不断下降对制造业来说打击很大。另外

中国制造业多年来忽略了品牌的建设，更

多的是看重产品的量和规模，生产中习惯

模仿他人而不能做到很好的创新，这都使

得中国制造业这条大船在互联网的浪潮中

充满了风险。

那么制造业中出现互联网应该是什么

样呢？那就是“轻时代”。

例如，随着智能机器人技术的快速发

展和价格的下跌，极大可能导致工厂将加

快使用机器人取代工人的步伐。中国制造

业曾经一直得益于廉价的劳动力，而现在

对于中国而言，先进机器人将节省约18%

的劳动力成本，大大缓解了用工成本过高

的问题。制造业智能化意味着我们将移动

互联网、云计算、物联网、大数据等新型

信息技术与制造业的每一环节相互打通，

这也预示着以智能制造为主导的工业4.0

时代的到来，这将是人类的第四次工业

革命。

然而，对于汽车的使用者来说，如

今不仅仅是要有驾驶的乐趣了，而是把驾

驶和互联网的乐趣融合在一起，预计到

2020年全球75%的汽车，大约有9200万

辆汽车都将能够接入互联网的硬件设备。

例如：2014年腾讯地图推出的“路宝”盒

子，不仅可以提供实时路况、街景还可以

为车主提供友好分析、驾驶行为分析、对

故障检测进行智能解读以及救援服务等。

如今的企业已经不需要从一个两三人

的小作坊发展成为上万人的工厂了，但


话题

一定得具备互联网思维。企业可以无

需大规模地投资生产工厂和制造设备，但

需把更多的精力、人力放在品牌与营销环

境，懂得如何整合资源，那么，即使是只

有两、三个人的公司，同样可以走在世界

前端。

二、当互联网遇到服务业目前我国互联网用户有6.49亿，其

中手机网民规模达到5.57亿，渗透率已达

85.8%，早已超出全球平均水平。

你能想象到交警用微信向你收取罚

款吗？这种现象应该不再那么陌生了，到

2014年底，我国已经有近两万个政务微

信公众账号。一名交警可以在60秒内完成

收取罚款，这一举措可以大大节约窗口缴

费的人工和时间成本。手机还能帮我们完

成很多事情，例如：缴纳水电费、转账汇

款、手机购物、医院挂号等等。

你还没有坐过专车吗？曾经没用过智

能手机的出租车司机师傅们，现在通过滴

滴打车等打车软件可以避免空车驾驶等问

题，方便租客乘车的同时，也对司机师傅

的收入有很大的提高。

你知道微众银行吗？他们既无营业

网点，也无营业柜台，更无需财产担保，

如果你需要贷款，直接登陆微众银行网

址，通过人脸识别技术和云端大数据信用

评级来发放贷款。这是第一家互联网金融

银行，这种玩法才真的是“有钱就可以很

任性”。随着互联网金融领域中，余额

宝、P2P、众筹和众多“宝宝类”产品的

兴起，使得互联网货币基金的理财门槛变

得很低，同时也为许多小微创业者提供了

良好的机会。

你知道你的淘宝首页和 T a 的不一

样吗？没错，这就是云端大数据在“搞

鬼”。不仅像阿里巴巴这样具有代表性的

互联网企业开始重视云端数据的统计，很

多企业也慢慢开始运用大数据对客户进行

有效分析。你在浏览网页时都做了什么？

你现在处于人生的哪一个阶段？你喜欢什

么时间买东西？商家可以对你进行“把

脉”，然后对症下药。

三、当互联网遇到文化产业互联网的出现同样也对传统的文化产

业产生了巨大的影响，在两会上，“三网

融合”无疑是通信行业为关注的热词之

一，有线电视业务、固话业务、互联网业

务将更大程度地融合在一起。在过去的一

年中，很多小的视频网站被收购，或是日

益边缘化，大部分市场份额被几家大的视

频网站公司占据着。优酷土豆合并了以后

无疑成为综合视频网站的老大，而乐视可

以说是超越了互联网思维，成为具备三

网融合思维的企业。

乐视打造了“平台+终端+内容+应

用”的“乐视生态模式”，甚至在三网融

合发展十分成熟的美国也找不到一家与其

模式完全相同的公司。它比苹果多了影视

内容版权，比亚马逊多了智能电视终端。

乐视不仅仅提供有线网络直播节目，也提

供了互联网视频提供商在线自由点播等网

络功能，乐视的超级电视和乐视盒子填补

了这一市场空白。

目前乐视的布局发展，已经有乐视

网、云视频平台、乐视影业、超级电视及

乐视盒子、智能电视操作系统Letv UI，

智能电视应用市场Letv Store等，乐视希

望继续加码生态系统，乐视终端手机已高

调发布，打造娱乐产业生态圈的意图十分

明显。

互联网的优势在于打破了以往的信息

不对称，将碎片化的用户需求进行整合，

从而扩大了消费范围、降低了交易成本，

提高了运行效率。

国家总理李克强在两会上答记者问

时说到：“站在‘互联网+’的风口上顺

势而为，会使中国经济飞起来。”那么传

统企业只有摸清、吃透互联网的精髓和游

戏规则，才能真正发挥出“1+1>2”的

效能。


话题

读懂消费者才是王道品牌经济时代，所有的关注焦点都集中到了消费者身上。消费者成为市场中真正的上帝，然而上帝们的内心却难以揣度。文 | 李光斗

中国正在成为世界上富想象力的市

场。全球化浪潮冲击下的中国消费

品市场，也正在从以前的产品导向时代向

消费者导向时代转变，成熟的买方市场已

经形成。消费者成为市场经济大舞台的主

角，选择权掌握在他们手中，消费者的选

择决定着企业能否生存与发展的命运。

品牌经济时代，所有的关注焦点都

集中到了消费者身上。消费者成为市场中

真正的上帝，然而上帝们的内心却难以揣

度。在市场营销活动的实际执行过程中，

我们发现市场现状与调研结果往往大相径

庭。消费者表述的消费理念与实际消费行

为背离，这使得企业精心制定的商品或服

务的整体决策出现严重偏差，企业本想与

消费者先期进行沟通以便了解其所需求，

实际上却被错误信息误导而造成在市场竞

争中处于尴尬的境地。

因此首先洞察消费者内心真实的需

求，才是企业制定、采取市场行动的基础

和前提。

隐藏于消费者内心对品牌认知的三个

层次：

第一个层次，品牌是个符号消费者初接触到的是品牌形象，这

种形象愈有个性和特点愈好。比如消费者

来到麦当劳就餐时，无论店外或店内但凡

人眼所及之处：点餐台、各种食品包装或

员工制服、玩具上都清晰、醒目的印着黄

色“M”符号。在消费者心中当想到或谈

及麦当劳时，头脑中自然第一个就会想到

它的形象符号“M”；当我们到两个C字

母背对交叉在一起的标志就知道是Cha-

nel—香奈儿，无论在多么混乱的环境

中，一眼就能看出这个象征时尚、优雅的

标志。

第二个层次，品牌的联想品牌所代表的是消费者所认知和赞

同的某种价值观和心理认同的情感趋向。

品牌是连接企业和消费者情感的纽带，对

于竞争对手又是无形但具有杀伤力的有力

武器。每个品牌都应该有与众不同的品牌

内涵以及它所带给消费者的情感认同和偏

好，使消费者在享受商品的同时还能感受

到品牌所赋予的情感价值的体验。当你在

喝“可口可乐”的时候，并不只是单纯的

去喝一种深色液体的碳酸饮料，那样的话

喝什么饮料不是喝呢？但只有“可口可

乐” 能代表美国。


话题

在第二次世界大战中，可口可乐成

为能让美国大兵摆脱孤独和苦恼，稳定军

心、提高士气的军需品。艾森豪威尔在北

非指挥大军远征西西岛之前，给美军参谋

长联席会议主席马歇尔发出的一份急电要

求道：

“本军现行要求300万瓶可口可乐，

以及每月可以生产两倍数量的完整装瓶、

清洗封盖设备，请提供护航。”

第三个层次，潜意识潜意识是消费者内心对品牌深层次

的真实想法，也是在做消费者调研时核

心的部分。消费者在消费过程中不但追求

生理的需求和满足，更多的是在追求心理

上的需求，追求一种感觉、自身价值的认

同。只有品牌才能赋予消费者需求被认同

的的心理满足。

这一点星巴克做的就比较不错，星巴

克咖啡在中国卖的就是一种时尚的感觉。

时代华纳董事长Gerald Levin曾说，判

断城市进步的指标就要看它是否拥有星巴

克。

1999年1月，星巴克在北京的国贸大

厦开了第一家中国分店。此后短短的4年时

间内，星巴克在中国扩张的气势就似乎一

发不可收拾，它那绿色美人鱼标志已经成

为一种现代城市图腾，无处不在。

也许在咖啡文明的国家里，星巴克

代表着闲适和舒缓的生活。而对中国人来

说，喝咖啡不仅是一种生活享受，更代表

一种奢侈的消费时尚。让喝咖啡变成一

种时尚文化的生活体验，星巴克做得很

到位。

一个荡漾着黑色咖啡浓香的地方，一

个充满情调的地方，一个总是人满为患的

地方，现在星巴克已成了装点中国都市白

领生活门面的地方。

在中国去星巴克消费的，90%是冲着

那种氛围，“喝情调”去的。

星巴克一般选址在人流、特别是有钱

的人流多的商场、写字楼。在北京，循着

星巴克的绿色标志，你会有这样的有趣发

现：国贸、中粮广场、东方广场、嘉里中

心、丰联广场、百盛商场、赛特大厦、贵

友大厦、友谊商店、当代商城、新东安商

场、建威大厦……都是有钱人经常出没的

地方，当然也是小资们可以显示自己身份

的地方。有这样的形象，吸引一群特定的

人流当然没有问题了。

试想一下，拎着笔记本电脑去星巴

克，星巴克咖啡店的每个咖啡座下都有一

个电源插座，可以一边惬意地喝着咖啡，

一边用随身携带的笔记本电脑上上网、发

发邮件、写点东西，而且不需要电话线。

星巴克已经与网通合作推出了“无限伴

旅”，在星巴克，笔记本电脑成为星巴克

的“咖啡伴侣”。

这时你坐在巨大的落地窗旁，看着

窗外的车水马龙，轻轻啜饮一口香浓的咖

啡，你会有一种城市主人的感觉，虽说有

点做秀的意味，却也非常符合“雅皮”的

感觉体验。

星巴克很聪明，巧妙地利用了小资们

的消费心理特征，在一个公共场所来展示

自己是新潮一族。这其实也是许多当代中

国人的心理特征。星巴克为那些中国正在

形成的，喜欢看与被看到的都市白领提供

了一种全新的消费体验。

企业如果想长久的占领消费者的心

智，与其进行情感上的沟通重要不过

了。就好像谈恋爱，爱一个人永远没有懂

一个人重要，读懂你的消费者才是品牌战

争中致胜的王道。


市场化再进一步央行“汇改新政”

8月11日，央行决定进一步完善人民币

兑美元汇率中间价报价，增强其市场

化程度和基准性。8月12日，情况还在继

续发生变化。

“人民币兑美元汇率中间价大跌超过

3%，这在人民币汇改历史上，是不曾有过

的。”一位国有银行外汇交易员表示。然

而，这一幕确实发生了。“但是，随着美

元加息预期越来越高，人民币短期适度贬

值的市场压力一直都存在，但很多企业与

机构的应对策略，要么将手里的人民币兑

换成美元，要么不再将对外贸获得的美元

进行结汇，但这些美元没有撤离中国，而

是存入境内银行，这导致了金融市场出现

一个新现象，国家外汇储备有所减少，银

行外汇存款却在增加。”

对于此次人民币中间价报价机制的调

整，央行方面解释称，人民币汇率中间价

偏离市场汇率幅度较大，持续时间较长，

已经影响了中间价的市场基准地位和权威

性。随着这项措施对人民币中间价报价机

制进行优化，将有利于提高中间价形成的

市场化程度，扩大市场汇率的实际运行空

间，更好地发挥汇率对外汇供求的调节

作用。

在不少外汇交易员看来，央行此举的

更大目的，旨在解决人民币纳入国际货币

基金组织（IMF）特别提款权（SDR）的

相关操作问题。8月初，IMF 新报告重点

提到将人民币纳为“全球储备货币”的某

些操作性困难，比如在岸与离岸人民币汇

率的差异、在岸市场流动性不足、在岸市

场每日交易时间短等问题。

“更重要的是，IMF希望人民币能拥

有一个具备广泛代表性的、以市场定价为

基础的汇率指标价格，确保IMF成员在任

何时间，能以这个基准汇率进行较大规模

的外汇交易。”一位前IMF工作人员透露。

根据外汇交易中心的解释，人民币对

美元汇率中间价的形成方式，是由交易中

心在每日银行间外汇市场开盘前，向外汇

市场做市商询价，并将全部做市商报价作

为人民币对美元汇率中间价的计算样本，

去掉高和低报价后，将剩余做市商报

价加权平均，得到当日人民币对美元汇率

中间价，相应的权重则由外汇交易中心根

据报价方在银行间外汇市场的交易量及报

价情况等指标综合确定。

随着8月11日人民币中间价大跌，不

少机构开始担心资本外流问题。交通银行

首席经济学家连平对此表示，目前讨论中

国面临资本外流危机，有点言过其实。毕

竟，相比这些新兴市场国家经济发展严重

依赖大宗商品出口，中国经济结构更有弹

性，可以通过出台一系列刺激政策确保经

济尽早企稳反弹，避免重蹈新兴市场国家

经济恶性循环+资本外流的覆辙。“不可

否认的是，中国外汇储备之所以减少，一

是外汇储备里的非美元资产因货币贬值造

成的估值损失，二是少量资金的确开始外

流。”连平指出。但这些都不是导致外汇

储备缩水的主要原因，一个不容忽视的趋

势，是中国正在推行“一带一路”战略，

对外有大量投资并购项目，加之近年中国

居民增加对外投资力度，某种程度也会导

致外汇储备减少。

在上述外汇交易员看来，中国政府之

所以调整人民币中间价定价机制，主要目

的是推动人民币尽早满足加入SDR的各项

条件，加快人民币国际化的步伐。因此央

行也会倾向保持人民币长期升值的趋势，

为人民币国际化创造良好的外部环境。毕

竟，各国央行与国际大型资产管理机构不

愿将一只存在趋势性贬值预期的货币，纳

入自己储备货币资金池。

话题

美金对人民币中间价大跌约2%，被业界认为是央行完善中间价报价机制所带来的一次性调整。


Tibet · Zenisi Monastery waiting in silence for 759 yearsSituated in the southwest of the Qinghai-Tibet Plateau, Tibet is well known for its spectac-ular and miraculous natural beauty, haunting the hearts of travel enthusiasts and culture pursuers who seek challenges and explorations

Grand Potala Palace, glittering

Namsto Lake, magnificent

Yarlung zangbu Grand Can-

yon, and Mount Everest, Qomolangma,

provide a first glimpse of Tibet, a broad

land enriched with profound natural

and human elements. One of Tibet’s

dominant cultural elements—Bud-

dhism—vividly unfolds in the religious-

styled architecture and citizen’s daily

lives, becoming the source for exploring

the secrets of Tibet.

Various Buddhist temples are scat-

tered across this mysterious land like

strings of beautiful pearls, inheriting

and developing the ancient culture,

influencing the lives of generations.

Tsannyid Namgyal Choe Khor Ling

Buddhist Dialectics Monastery is

one of them. Zenisi Monastery is the

biggest Drukpa kargyu panca-vidya

monastic institute in Kham, in east-

ern Tibet. With a history of over 700

years, it has undergone construction,

extension, renovation, damage and

reconstruction, witnessing the ups and

downs of Tibet.

Oasis amidst waters and mountainsZenisi Monastery is situated in Kham,

east of Tibet. Boasting a long history,

this area is a typical birthplace of local

civilization. Changdu City, where the

Monastery is located, faces towards

Sichuan Province, borders on Yun-

CULTURE MAP


nan Province at its southeast and

adjoins Nyingchi Prefecture at its

southwest. Moreover, Angqu River,

Zhaqu River, and Sequ River blend here

into Lancang River, forming a pictur-

esque landscape.

Zenisi Monastery is situated in a

sacred place which was blessed by Man-

jushri Bodhisattva. This place is also

known as the second Wutai Mountain.

Perched on the hilltop, the monastery

boasts a splendid scene. Accumulated

snow clothes endless mountains under

a vast blue sky, like a classic Chinese ink

painting. The irregular coverage of the

snow creates different patterns and thus

bestows each peak with its own dis-

tinctive character. When spring comes,

as the snow melts and plants revive,

the mountains appear more precipitous

and imposing. Lush trees cluster around

the foot of the hills, while the peaks

become more distinct in shape. Stand-

ing in front of the monastery, one can

hear the Langcang River roaring in the

distance; retreating to the back, a peace-

ful picture springs to sight as trees and

grass surround the Lama’s red houses.

The Sky joining the Earth, water suc-

ceeding the mountains, this is the home

to Zenisi Monastery where Lamas study

Buddhist doctrines in tranquility, and

acquire inspiration in body, heart and

soul.

An ancient monastery that undergoes constructions through several generationsSince the establishment of Zenisi Mon-

astery 700 years ago, several eminent

monks have dedicated themselves to

the protection and development of the

monastery.

The founder of the monastery was

Hphags Pa Blo Gros Rgyal Mtshan. He

showed great talent and extraordinary

retentive memory in his childhood.

According to ‘The History of Yuan

Dynasty’, when he was only seven years

old, he could read several thousand

words of Buddhist texts, understand

their general meaning, and is therefore

called a saint child. His fame spread far

quickly. He often followed his uncle

Sakya Pandita to travel around and

learnede Sakya doctrines. At the age

of 17, he had acquired all the essence

of Sakya. In the year 1251, Sakya Pan-

dita was hit by a severe illness. Before

his death, he appointed Hphags Pa to

be his successor as the abbot of Sakya

Monastery and the hierarch of Sakya.

Thus, Hphags Pa became the fifth mas-

ter of Sakya, Tibetan Buddhism when

he was 17. Two years later, Hphags Pa

reencountered Kublai, the fifth emperor

of the Yuan Dynasty, who had shown

favor and appreciation of him before.

Kublai appointed him as Guru out of

regard to his knowledge and virtues.

Hphags Pa taught Buddhism to Kub-

lai’s households. In the year 1256 at

the Southern Song Dynasty, Hphags Pa

become an intimate follower of Kub-

lai and established Zenisi Monastery

beside Nabo Mountain at Changdu

area, Tibet, creating a new homeland

for local Buddhists.

In 1765, the Fourth Kamtrul

Choekyi Nyima Rinpoche renovated

and extended Zenisi Monastery. The

brand new monastery became the larg-

est Drukpa Kagyud Linkage monastic

institute in the Xikang region consisting

of a yoga center and Buddhism texts

hall.

In modern times, due to lack of

repair for long years, the walls of the

monastery were fractured and the tim-

ber rotted severely. Under the support

of the relevant departments, the previ-

ous abbot Kunchog Rinpoche began

renovation work in 1982. Owing to a

shortage of money, the reconstruction

was quite simple and crude. To make

matters worse, the 2010 Yushu earth-

quake brought serious destroy to Zenisi

Monastery. The architecture framework

were so badly damaged that the main

hall had to be abandoned. The accom-

modation of hundreds of Lamas was

threatened, so the reconstruction was

imperative. Since 2007, the present

abbot Rabjam Yeshe Rinpoche has

spared no effort to travel long distances

around the country to teach Buddhist

doctrines and raise money for the mon-

astery’s repair. A Buddhism legend, a

profound history, a classic legacy that

endures 759 years, Zenisi Monastery

deserves more attention and participa-

tion from the public. At last, thanks to

the general aid from all walks of life, the

reconstruction work of the main hall

started in May, 2012 and the external

contour renovation was completed in

October, 2013. Now, Zenisi Monastery

is grand and magnificent with an 3,000

square metres, comprising four floors.

CULTURE MAP


The first and second floor are each six

metres high.

Inheriting a thousand years of Bud-

dhism culture, Zenisi Monastery has

transitioned through several dynasties

in its 759 years history, witnessing the

development of Tibet and raising gen-

eration after generation of Lamas.

Three generations of Tsannyid Rajam guard and develop the monasteryRinpoche, a respectful was to address

a “living Buddha”, means “treasure”.

Among many appellations that indicate

a living Buddha, Rinpoche is the most

cordial, frequently used and respected.

Since its establishment, Zenisi Monas-

tery has fostered over a hundred schol-

ars and great masters under the guard

of three Rinpoche.

In 1838, Lodro Tenpa Rinpoche was

born beside the Lancang River. With

profound knowledge and preemi-

nent intelligence, he obtained doctoral

degree on Ten Dharma and became

the first Tsannyid Rajam, guarding the

monastery. He passed into Parinirvana

in the year 1918.

In the ninth year of the Republic

of China, namely 1920, Dawa Tserig

Rinpochi was born. He is firmly

believed to be the reincarnation of

Rajam-living Buddha. Virtuous and

talented, he keeps Buddhism in heart,

making extraordinary dedications for

Zenisi Monastery.

In 1979, the present abbot Rabjam

Yeshe Rinpoche was born in Changdu.

Not long after his birth, he was able

to read by heart the mantra of Man-

jusri Buddisattva. He is recognized

as the reincarnation of the first Tsan-

nyid Rajam Lodro Tenpa because of

his extraordinary talent. As the state

mentor appointed by the first Bhutan

King and the Guru of the first Dud-

jom Rinpoche, Rabjam Yeshe Rinpoche

studies Buddhism doctrines with full

concentration. It has not been once that

He closed the monastery for studying

Buddhism wholeheartedly. He takes

care of over a hundred monks with

humbleness. Since 2007, he has been

toiled to travel around to promote Bud-

dhism and raise funds for monastery

repairs.

Through the devotional care of these

three generations of Tsannyid Rajam,

Zenisi Monastery has grown continu-

ously in Tibet. Generations of guardians

carry the doctrines forward, and make

the spirit and strength of Zenisi Monas-

tery known to more people.

Where the heart leads, the feet followIn keeping with its profound origins,

Zenisi Monastery stores abundant

antiques. A diversity of Buddhist paint-

ings and statues are solemnly on dis-

play. The current abbot Rabjam Yeshe

Rinpoche has many precious items

himself, such as the painting of the third

Karmapa that is blessed by the Karmapa

himself; the painting of the twin Guru

Padmasambhava; the statue of Shakya-

muni that has thousands of years’ of

history; the statue of Manjusri Bud-

disattva with the words “Ming Yongle”

engraved on the lotus pedestal, and so

on. While introducing these great treas-

ures, Rabjam Yeshe Rinpoche is sol-

emn and concentrated, as if he is paying

respect to the real Buddha.

Now Zenisi Monastery has become

a part and parcel in the daily life of local

lamas.

During the renovation period, Rab-

jam Yeshe Rinpoche leads little lamas

to the grasslands. They have a clear

division of labor. Some pitch the tent

frames while the others clothe the tent

with Buddhist patterned coats. After

properly arranging the insides, they sit

down in a circle while the abbot begins

teaching doctrines in front of a make-

shift platform. On the Yamantaka

Dharma Assembly held in the monas-

tery in 2015, a lot of local people came

to join in. With the teachings of Abbot

Rabjam Yeshe Rinpoche, the public

also began to worship and chant. Zenisi

Monastery is indeed becoming a spir-

itual homeland for them to pursue their

beliefs and cultivate their hearts and

minds.

CULTURE MAP


富丽堂皇的布达拉宫、晶莹浩瀚的纳

木错、壮丽雄伟的雅鲁藏布大峡

谷、“世界之巅”珠穆拉玛峰……西藏辽

阔的大地蕴含了深厚的自然和人文景观，

而藏传佛教作为与之发展息息相关的文化

之一，深深体现在宗教风格的建筑中，以

及居民的日常生活中，成为人们探寻西藏

奥秘的根源。

大大小小的佛教寺庙，如同散落在西

藏这片神秘大地上的颗颗明珠，传承、发

展，并影响着一代代人的生活。泽尼朗加

曲科林寺便是其中之一。泽尼寺是西藏东

部康巴地区藏传佛教竹巴噶举派大的五

明佛学院，在700多年的岁月流淌中，它

经历了兴建、扩建、修复、重创与重建，

见证着西藏一路行来的沧桑变迁。

隐于山水之间的世外桃源泽尼寺位于西藏东部的康巴地区。康

巴地区历史悠久，自远古时期便是一个具

有代表性的地区文明发源地。寺院所在的

昌都市东与四川省相望，东南面与云南省

接壤，西南面与西藏林芝地区毗邻，又地

处昂曲、扎曲、色曲及澜沧江这一三河一

江地区，形成了山水相映的优美画卷。

泽尼寺坐落的道场曾受文殊菩萨加

持，享有“西藏五台山”的美誉。站在寺

院的山头，冬日的积雪似乎为连绵的山峦

披上了一层外衣，苍茫的雪山与蓝天白云

相互呼应，形成一种若即若离、似有似无

的水墨画卷。在通往泽尼寺的山路上，皑

皑白雪不均匀地撒在此起彼伏的山峦中，

自然落成不同的图案，赋予了每一座山不

同的个性。春天，冰雪渐融，万物复苏，

西藏 · 泽尼寺759年的静默与守候

郁郁葱葱的树木簇拥于山脚，山头的棱角

越发分明，山势越发险峻，气势雄伟。寺

庙门前，可以眺望汹涌澎湃的澜沧江，寺

庙后，喇嘛们的红色房子被幼树和青草包

裹着，显得生气勃勃。

泽尼寺便是处于这样一个天地相连、

山水相接的世外桃源中，喇嘛和信徒们在

这一优美而幽静的环境中研习佛法，身心

灵也可得到升华与感悟。

历经数代建设的百年古寺在泽尼寺700多年的历史中，汇聚了

数位高僧的庇佑与心血。

寺院创始人为八思巴 · 洛哲坚赞，意

为“圣者慧幢”。他从小就聪明过人，

有过目不忘的本领。《元史释老传》中

记载，在他7岁之时，就能“诵经数十万

言，能约通其大义，国人号之圣童”。少

年时，八思巴便闻名遐迩。因其伯父是萨

迦班智达，八思巴常跟随伯父出行，并

学习萨迦教法，17岁时就尽得其一切真

传。1251年，萨迦班智达病重，在他临终

前，任命八思巴为自己的法位继承人，17

岁的八思巴开始担任萨迦寺住持和萨迦派

教主职位，成为西藏佛教萨迦派第五代师

祖。两年后，八思巴重遇之前十分器重他

的开元世祖忽必烈，忽必烈对八思巴的学

识与美德报以崇敬，奉其为上师，八思巴

也为其家人授经说法。公元1256年南宋时

期，八思巴跟随忽必烈左右，并在西藏昌

都地区的拿薄山旁兴建起泽尼寺。从此，

泽尼寺成为了当地信徒新的归属。

公元1765年，第四世康珠法王对整

座泽尼寺进行了修复和扩建，使经过岁月

洗礼的泽尼寺焕然一新，泽尼寺也被正式

立为竹巴噶举派的寺庙，成为整个西康竹

西藏，这片位于中国青藏高原西南部的土地，以其雄伟壮观、神奇瑰丽的自然风光闻名，一直是旅游爱好者与文化追求者自我挑战与探索的胜地。文 | 依喜江措仁波切

文化地图


巴噶举教派大的五明佛学院、瑜伽修练

中心以及经堂等一所完整的密宗竹巴噶举

教派的佛学院。

近代，寺院的建筑因年久失修，墙

壁出现破裂，木料也严重腐烂。在相关部

门的支持下，上任住持根秋巴桑仁波切

于1982年，开始了泽尼寺的重建工作。

由于经费短缺，寺院的建设十分简陋。雪

上加霜的是，2010年的玉树地震对泽尼

寺造成了极大的破坏，寺院的建筑架构受

到严重损害，主殿不得不被废置，数百名

喇嘛赖以生存的居所岌岌可危，因此寺院

的重建势在必行。自2007年起，现任寺

院住持依喜江措仁波切便多次不辞辛劳长

途跋涉，前往全国各地与各界善众见面穿

法，弘扬佛法的同时，为泽尼寺重建募集

善款。759年的佛缘传奇，759年的悠久

历史，759年的传世经典，需要更多善众

的关注和参与。终，在各界的慷慨捐助

下，主殿重建工程于2012年5月开始，并

于2013年10月前完成了主殿寺庙的首四层

外廓工程。如今，泽尼寺已然气势磅礴，

总面积多达3000多平方米，寺院共有4

层，1层与2层高各6米。

759年间，泽尼寺跨越了数个朝代，

运载着几千年的佛教文化，见证了西藏数

百年的发展，孕育着一代又一代的喇嘛。

三世“泽尼然江”的守护与传承仁波切一般称为“活佛”是尊称之

一，意为“珍宝”，“摩尼宝”和”转世

喇嘛”。在活佛的多种称谓中，仁波切是

亲切、使用普遍并且为推崇的一种

称呼。从泽尼寺建造至今，寺院被三次转

世的“泽尼然江”仁波切的庇护下培养了

许多佛学博士和高僧大德。

公元1838年，络珠登巴仁波切在澜

沧江沿岸出生。他凭借渊博的知识和超群

的智慧获得十法博士学位，成为第一世

泽尼然江，守护着泽尼寺，并于1918年

圆寂。

民国九年，即1920年，被泽尼活佛

绛巴洛布仁波切认定为然江活佛转世的达

瓦泽仁仁波切诞生。德才兼备的他将秉承

佛学谨记在心，对于泽尼寺而言，这一

代然江活佛的贡献与功德相对来说更为

突出。

1979年，泽尼寺现任住持依喜江措

仁波切诞生于昌都，其出生后不久便能念

诵文殊菩萨心咒，这一举动使他被认定为

是第一世泽尼然江络珠登巴的转世。第

一任不丹国王的国师和第一世敦珠法王

的上师，是一位大伏藏师名为“色南囊卡

多吉”，依喜江措仁波切是大伏藏师的后

代，他潜心修行及多次闭关静修泽尼寺，

并一直传统谦卑地照顾寺院的一百多名僧

侣。2007年至今，为弘扬佛法和重建寺院

筹款，依喜江措仁波切多次不辞辛劳地前

往全国各地与各界善众见面。

泽尼寺经历了三世“泽尼然江”的

悉心照料，在西藏的土地上生根成长。历

代的守护者们口耳相传地将泽尼寺的教义

传承下去，将泽尼寺的精神与力量为众人

所知。

心之所向，身之所往与其深远厚重的发展渊源一样，泽尼

寺中也蕴藏了大量的藏品。琳琅满目的佛

教画像、雕塑有序陈列，庄严而神圣。现

任住持依喜江措仁波切自身便有很多珍贵

的收藏，如：由法王亲自加持的第三世大

宝法、住持的“双生儿”莲花生大士、具

有几千年历史的印度释迦摩尼佛像、莲花

底座上刻有汉字“大明永乐”的文殊菩萨

佛像等，住持在介绍这些佛像时犹如礼佛

般专注而神圣。

如今，泽尼寺已经成为了当地喇嘛和

信徒们生活中重要的组成部分。

在泽尼寺整修期间，住持依喜江措仁

波切带领着小喇嘛们至草原，小喇嘛分工

明确，井然有序地支起帐篷的框架，一旁

等待的喇嘛随即为其盖上印有佛教印花的

帐篷外衣，在帐篷内进行了一系列的布置

之后，大家席地而坐，住持在临时建起的

高台后为大家传授教义。在2015年泽尼寺

举行的大威德金刚法会上，众多当地居民

前来参拜，随着住持的布道而虔诚跪诵。

泽尼寺已然成为他们追随信仰、心灵进修

的课堂，成为他们可以依靠的精神家园。

泽尼寺自创建以来，历经了数代变

换与数世更迭。西藏自唐藩联姻以来，政

治、经济和文化都有了巨大的变化和飞速

的发展，历史的沉淀和文化的浸染使泽尼

寺迈着与之相同的步伐稳稳前行着。在山

明水秀的昌都，在色彩斑斓的康巴藏区，

在瑰丽多姿的西藏，泽尼寺就这样生生不

息的存在着、成长着。

文化地图


LOOKING AT CHINA

Winning and losingSometimes the stock market numbers go up, and sometimes they go downBy Graham Earnshaw

The first direct experience I had

of the Shanghai Stock Exchange

came in 1993 when I visited

the city for the first time in seven or

eight years, and had the opportunity to

go and meet the head of the Exchange

at his office. The office and the actual

exchange, with trading desks and a big

screen were all in the lobby of the old

Astor Hotel, a venerable hostelry from

the foreign-controlled past of the city,

built in the late 19th century just over

the Garden Bridge from the Bund. To

see the stock exchange operating there

was a weird juxtaposition of Shanghai’s

present and past. Three years later, I

also had the opportunity to visit the

massive new headquarters of the Shang-

hai Stock Exchange in Pudong before

they were actually completed. I stood

on the massive concrete floors with no

windows or walls whatsoever, which

was also weird because by 1996 it was

already becoming clear that massive

physical trading floors were no neces-

sary for stock markets, and that trading

activity was moving online.

I am not a brilliant investor, and

apart from a brief and unprofitable

effort at day trading the New York mar-

kets in 1999, I have over the years been

cautious with regard to investment

in stock markets. My best investment

ever was in Microsoft. I bought shares

in 1995 and sold them at 10 times

the value in 1999. Alas, I did not buy

enough shares to finance the exorbi-

tantly luxurious lifestyle to which I wish

to become accustomed forever. In 2008,

I bought Apple shares at around the

equivalent of $30, and the stock today

trades at four or five times that amount.

I have neither bought any more Apple

shares nor sold those that I bought

on that day. Those are the only stocks

anywhere that I hold. Full disclosure

requirements have now been satisfied.

China’s stock market, even more

than New York and Hong Kong, has

always seemed unsafe to me, and I have

never had a stock trading account here

and have no interest in participating.

There have been periods when I have

regretted this, when the market was

booming and appeared to have no roof

on itself whatsoever. But my caution

was always rewarded at some point by

an end to the gravy train.

I have no interest in gambling casi-

nos either. I once went to the Casino

Royale in Monte Carlo in the south of

France, the most famous casino the

world, and I bought one chip for 10

French francs, the minimum amount,

and placed it on red at the roulette

table. I won. I immediately went back

to the teller and cashed in my two chips,

and left the casino humming to myself

the famous American tune “The man

who broke the bank at Monte Carlo”.

Of course I did not break the bank,

but I did beat them. And for whatever

reason, I felt no need to place the two

10-franc chips back on the roulette table

and try to double it yet again.

I will gamble in other ways, of

course, but always where there is at least

the appearance of a greater ability to

control the outcome than the random-

ness of a casino. The same is true of

stocks. While there is a fundamental

randomness about the prospects for

any investment anywhere at any time,

including the purchase of Apple stocks

in New York, the transparency, the

sense of being able to make a rational

judgment as to the likely outcome of

an investment, the ability to make a

rational case for the purchase of a stock

in Shanghai seems to me to be almost

entirely lacking.

Even experienced traders in China

tell me that economic fundamentals

and the profitability and results of indi-

vidual companies have only minimal

impact on price movements and index

movements in Shanghai. That makes it

an extremely dangerous game for any-

body who is not “in the know”. And I

am definitely not somebody who is “in

the know”. As a result, I watch the gyra-

tions of the stock market with puzzle-

ment mixed with a sense of awe at the

amounts of money that are involved.


看中国

晏格文晏格文先生是一位资深媒体人士、书籍作家、翻译

家、出版人、和音乐家在中国香港和内地已经生活了

近30年。晏格文先生以其独特的视角和对中国的深深

的敬意，从第一次造访大陆的1978年以来，一直不

断地对中国历史、语言、经济和传统文化进行深度探

究与传播。

1973年晏格文先生从英国移居香港，担任南华早报

记者和编辑。1976年，他加入了英国著名新闻集

团路透社。之后担任路透社北京分社社长（1985-

1987年），东京首席记者（1987-1989），并于1990-1995年担任路透社亚洲主

编。1996年，他在香港和上海成立了中媒集团。2008年至2010年，兼任北京《新

华财经》的责任主编。晏格文先生陆续出版了多部著作，包括《老上海记》和《步

行中国》等。他翻译的金庸武侠小说《书剑恩仇录》由牛津大学出版社于2004年出

版。他的高知名度的《晏子书斋》则出版与收录了近百本100多年前的外国人在中国

的、关于中国历史人文与自身经历的书籍。

成败之间股市之跌宕起伏实乃常态文 | 晏格文 (Graham Earnshaw)

我对于上海证券交易所第一次的直

观体验还早在1993年，那时距离

我初次来到上海已经相隔七、八年了。当

时我来到位于外白渡桥边建造于19世纪晚

期的浦江饭店拜访上海证券交易所的负责

人，当时的上海证券交易所办公室就设立

于浦江饭店之中。股票交易的操作台和大

屏幕上数值滚动，而周围的环境却是百年

前的风格，仿佛同时见证着上海的过去和

现在。3年后，我又有机会参观了上海证

券交易所位于浦东尚未竣工的新总部。当

我站在大片混凝土浇筑的地板上看着四周

尚未安装窗墙的办公室，心中涌起一丝异

样，毕竟即使在1996年，股票交易也已经

逐渐发展为线上交易，实体交易平台似乎

并无存在的必要。

就我个人而言，我并不算一个明智的

投资人。除了1999年在纽约股市一段短

暂而几乎无利可图的经历外，多年来我对

于投资股市向来十分谨慎。我值得骄傲

的投资是于1995年买入的微软股票，当

1999年卖出时，股价已经涨到初买入

价的10倍。在2008年，我曾以30美元的

价格买入苹果股票，如今的股价已经翻了

四、五倍，然而我既没有买入更多，也没

有将其抛出。以上就是我目前唯一持有的

股票。

中国的股票市场对我而言甚至要比纽

约和香港的股市更加动荡不安，因此我从

未开通过大陆的股票账户，今后也无意参

与。当中国的股市一度蓬勃发展似乎没有

封顶之势时，我也曾经略有后悔之意。但

是保持谨慎总会在今后的某一时刻令你获

得回报。

股市如赌博，而我对真正的赌博也

同样没有兴趣。我曾经去过位于摩纳哥蒙

特卡洛的皇家赌场，在兑换了一枚10法

郎的小筹码后，我将赌注押在了轮盘

赌桌的红色区域，结果是我赌赢了。来到

柜台兑现两枚筹码后，我便哼着美国电影

The man who broke the bank at Monte

Carlo的主题曲，毫无留恋地离开了赌场。

毕竟我实在找不到将两枚筹码重新押到赌

桌上的必要。

我也还会以其他方式进行“赌博”，

但比起赌场极大的随机性，我更倾向于拥

有掌控力的投资方式。股市也是同理，无

论何时何地，对于投资资产具有的不定性

应当做出理性判断，包括我在纽约股市选

择购入的苹果股票。然而在上海股市，要

做出这样理性的判断，于我并非易事。

在中国，即使是经验老道的股票交易

员，也常常告诫我，基本经济因素和私营

企业收益率等，对于整个股市的股价波动

和指数变化，影响微乎其微。因此，对于

我这样不知内情的外行人而言，股市所暗

藏的风险可想而知。股市之跌宕起伏，我

虽费解，但因其所涉及的庞大金额，我心

中还是怀有一丝敬畏。


Accounting Firms

Harris Corporate Services Ltd

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Shanghai Office

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Northwest Airlines Airport

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Air France - Shanghai Office

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Business Schools

Manchester Business School

Part-time Global MBA

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Starts December 2013,

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Grand Mercure Hongqiao

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LISTING


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Language Schools

MandarinKing

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Shanghai

No.555 West Nanjing Road,

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Hotel New Otani Chang Fu Gong

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Starwood Asia Pacific Hotels

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Office

www.starwoodhotels.com

19/F Phase 1 Huanmao Building

999 Huaihai Road Central,

Shanghai

Tel: +86 21 6141 7799

Fax: +86 21 6391 8220

PR Agencies

Ketchum Newscan Public

Relations

www.ketchum.com

Shanghai

218 Tianmu Road West

Tel: +86 21 6353 2288

Fax: +86 21 6353 2276

Beijing

A6, Chaoyangmenwai Avenue

Chaoyang

Tel: +86 10 5907 0055

Fax: +86 10 5907 0188

Real Estate/Mixed-Use

Mapletree Business City

Shanghai & VivoCity Shanghai

www.mbcshanghai.com

www.vivocityshanghai.com

Junction of Gudai Road and Qixin

Road

Leasing Enquiries:

Tel (office): +86 21 6037 8186

Tel (retail): +86 21 6037 8198

Real Estate/Commercial

Jing An Kerry Centre

www.jingankerrycentre.com

Unit 901, 9F, Tower 1

Jing An Kerry Centre

1515 Nanjing Road West

Shanghai

China 200040

Tel: +86 21 6087 1515

Fax: +86 21 6087 1955

Leasing Enquiries

Tel: +86 21 6087 2499

Tel: +86 21 6087 2488

Real Estate/Serviced Apartments

Oakwood Residence Shanghai

www.oakwoodasia.com

103 Wuning Road, Putuo District,

Shanghai 200063

China

Tel: +86 21 6183 0830

reservations.ors@oakwoodasia.

com

Park View Apartment

wwww.parkview-sh.com

Block 1-4, No. 888

Changning Road

Shanghai, 200042

Tel: +86 21 5241 8028

[email protected]

Lanson Place Central Park

Residences

[email protected]

Tower 23, Central Park

No. 6 Chaoyangmenwai Avenue

Chaoyang, Beijing 100020

Tel: +86 10 8588 9588

Fax: +86 10 8588 9599

Shanghai

Lanson Place Jin Qiao Serviced

Residences

[email protected]

No. 27 & 28, Lane 399 Zao

Zhuang Road, Pudong, Shanghai

Tel: +86 21 5013 3888

Savills Residence Century Park

www.savillsresidence.com

No. 1703, Lane 1883, Huamu

Road Pudong

Shanghai 201303

PRC

Tel: +86 21 5197 6688

[email protected]

Real Estate/Business Park

Sandhill Plaza

www.sandhillplaza.cn

2290 Zuchongzhi Rd, Zhangjiang

Hi-Tech Park

Shanghai 201303

Tel: +86 21 6075 2555

[email protected]

Real Estate/HOPSCA

Shanghai Jiatinghui Property

Development Co., Ltd

www.antinganting.com.cn

Life Hub @ Anting No 1033

Moyu Rd S, Anting, Shanghai

Tel: +86 21 6950 2255


LISTING

Fax: +86 21 6950 2833

Service Providers

Shanghai

Shanghai Aurora Office

Equipment

388 Jiaxin Road, Jiading

Shanghai

Tel: +86 21 5916 4588

Fax: +86 21 5990 3429

Serviced Offi ces

Regus Serviced Office

• Flexible office leases from 1

day to 1 year

• Quick and easy to set up for

1-200 people

• Prices from RMB180 per

month

• Find more on Regus.cn

• Tel: 400 120 1207

SHANGHAI (39 LOCATIONS)

Central Plaza [New]

2/F, Central Plaza, No.227 North

Huangpi Road, Huangpu District

Henderson 155 [Coming Soon]

20/F, Henderson Metropolitan,

No. 155, Tianjin Road,

Huangpu District

Carlton Building [Coming Soon]

11/F, Carlton Building, No. 21

Huanghe Road, Huangpu District

Shui On Plaza

12/F, Shui On Plaza, No.333

Middle Huaihai Road,

Huangpu District

One Corporate Avenue

15/F, One Corporate Avenue,

No.222 Hubin Road,

Huangpu District

Bund Centre

18/F, Bund Centre, No.222 East

Yan’an Road, Huangpu District

Raffles City

51/F, Raffles City, No.268 Middle

Xizang Road, Huangpu District

The Headquarters

25/F, The Headquarters Building,

No.168 Middle Xizang Road,

Huangpu District

Hong Kong Plaza

26/F, Hong Kong Plaza, No.283

Middle Huai Hai Road,

Huangpu District

Silver Court

3/F, Silver Court Office Tower,

No.85 Taoyuan Road,

Huangpu District

Shanghai Tower [Coming Soon]

29/F, Shanghai Tower, Dongtai

Road, Pudong, Lujiazui

Jin Mao Tower

31/F, Jin Mao Tower, No.88 Shiji

Avenue, Pudong, Lujiazui

21st Century

6/F, The 21st Century Tower,

No.210 Shiji Avenue, Pudong,

Lujiazui

Aurora Plaza

11/F, Aurora Plaza, No.99

Fucheng Road, Pudong, Lujiazui

Standard Chartered Lujiazui

5/F, Standard Chartered Tower,

No.201 Shiji Avenue, Pudong,

Lujiazui

BEA Finance Tower

15/F, BEA Finance Tower, No.66

Hua Yuan Shi Qiao Road, Pudong,

Lujiazui

Plaza 66

15/F, Tower 2, Plaza 66, No.1266

West Nanjing Road,

Jing’an District

Eco City

9/F, Eco City, No.1788 West

Nanjing Road, Jing’an District

Shanghai Centre

5/F, West Office Tower Shanghai

Centre, No.1376 West Nanjing

Road, Jing’an District

Garden Square [New]

11/F, Garden Square, No.968

West Beijing Road,

Jing’an District

Nanjing West Road

18/F, Shanghai Oriental Centre,


Jing’an District

Yueda 889

8/F, Yueda 889, No.1111

Changshou Road, Jing’an District

The Tower

14/F, Jinjiang Xiangyang Tower,


Jing’an District

Henderson 688 [Coming Soon]

16/F, Henderson 688, No.688

West Nanjing Road,

Jing’an District

ICC

7/F, One ICC, Shanghai ICC,

No.999 Middle Huaihai Road,

Xuhui District

CCIG International Plaza

12/F, Building A, CCIG Int’l Plaza,

No.331 North Caoxi Road,

Xuhui District

Huaihai Plaza [New]

28/F, Huaihai Plaza, No.1045

Middle Huihai Road,

Xuhui District

CCIG Int’l Plaza Lv 17 [New]

17/F, Building A, CCIG Int’l Plaza,

No.331 North Caoxi Road,

Xuhui District

Grand Gateway [New]

48/F, Grand Gateway, No.1

Hongqiao Road, Xuhui District

Shanghai Mart Hongqiao

2/F, ShanghaiMart, No.2299 West

Yan’an Road, Changning District

Maxdo Centre [New]

43/F, Maxdo Centre, No.8 Xingyi

Road, Changning District

Silver Centre

No.1388, North Shaan Xi Road,

Putuo District

Central Towers

11F, Tower B, Central Towers,

No.567 Lan Gao Road,

Putuo District

Zhabei Centro

22/F, Zhabei Centro, No.568

Hengfeng Road, Zhabei District

One Prime

25/F, One Prime, No.360 Wu Jin

Road, Hongkou District

Harbour One

16/F, Harbour One, No.1080

Dong Da Ming Road,

Hongkou District

Baoland Plaza [New]

16/F, Tower B, Baoland Square,

No.688 Dalian Road,

Yangpu District

KIC Yangpu

9/F, Tower 12, KIC III, No.333

Songhu Road, Yangpu District

The Hub [New]

5/F, The Hub, No.29 Suhong

Road, Minhang District

BEIJING (20 LOCATIONS)

Lei Shing Hong Plaza [New]

5/F, Tower C, Lei Shing Hong

Plaza, No.8 Wangjing Street,

Chaoyang District

Sun Dong An Plaza [New]

7/F, Office Tower 2, Sun Dong

An Plaza, No.138 Wangfujing,

Avenue, Dongcheng District

Zhongyu Mansion [New]

LISTING


LISTING

6/F, Zhongyu Mansion, No.6

North Workers Stadium Road,

Chaoyang District

Diplomatic [New]

17/F, Tower E, Liangmaqiao,

Diplomatic Office Building, 3rd

Embassy District,

Chaoyang District

Kerry Centre - South Tower

[New]

10/F, South Tower, Kerry Centre,

No.1 Guanghua Road,

Chaoyang District

Landgent Building [Coming

Soon]

5/F, Block A, Landgent Center,

No.20 East Middle 3rd Ring Road,

Chaoyang District

China World Tower 3

15/F, China World Tower 3,

No.1 Jianguomenwai Street,

Chaoyang District

Lufthansa Centre

C203, Lufthansa Centre, No.50

Liangmaqiao Road,

Chaoyang District

Kerry Centre

11/F, North Tower, Kerry Centre,

No.1 Guanghua Road,

Chaoyang District

Pacific Century Place

14/F, IBM Tower, No.2A North

Workers Stadium Road,

Chaoyang District

China Central Place

9/F, Tower 2, China Central

Place, No.79 Jianguo Road,

Chaoyang District

Parkview Green

15/F, Office Building A Parkview,

Green, No.9 Dongdaqiao Road,

Chaoyang District

China Life Tower

5/F, China Life Tower, No.16

Chaoyangmenwai Street,

Chaoyang District

China Life - West

West, 5/F, China Life Tower,

No.16 Chaoyangmenwai Street,

Chaoyang District

IFC

10/F, IFC East Tower, No.8

Jianguomenwai Street,

Chaoyang District

Prosper Center

6/F, Tower 2, Prosper Center,

No.5 Guang Hua Road,

Chaoyang District

Financial St. Excel Centre

12/F, Financial Street Excel,

Centre, No.6 Wudinghou Street,

Xicheng District

NCI Centre

15/F, NCI Tower, No.12A

Jianguomenwai Street,

Chaoyang District

Taikang Financial Tower

23/F, Taikang Financial Tower,

No.38 East Third Ring Road,

Chaoyang District

Zhongguancun Metropolis

Tower

7/F, Metropolis Tower, No.2

Dongsan Street, Zhongguancun

Xi Zone, Haidian District

GUANGZHOU (9 LOCATIONS)

The Place [New]

8/F, The Placec, No.618 Xingang

East Road, Haizhu District

Pearl River Tower

21/F, Pearl River Tower, No.15

West Zhujiang Road,

Tianhe District

City Development Plaza

25/F, City Development Plaza,

No.189 West Ti Yu Road,

Tianhe District

Tianhe Center Plaza

Tower A, 23/F, Center Plaza,

No.161 West Linhe Road,

Tianhe District

G.T.Land Plaza

12/F, Tower A, Phase 1, G.T,

Land Plaza, No.85 Huacheng,

Avenue, Tianhe District

Tianhe Teem Tower

13/F, Teem Tower, No.208

Tianhe Road, Tianhe District

Guangdong International

Building

7/F, Main Tower, Guangdong Int’l

Building, No.339 East Huanshi

Road, Yuexiu District

G.T. Land Plaza - Tower F

[Coming Soon]

22/F, Tower F, G.T. Land Plaza,

No. 85 Huacheng Avenue,

Tianhe District

Lai Fung Tower [Coming Soon]

8/F, Lai Fung Tower, No.761 East

Dongfeng Road, Yuexiu District

SHENZHEN (8 LOCATIONS)

Futian Anlian

26/F, Anlian Centre No.4018

Jintian Road

Futian District

A8 Building

15/F, A8 Building No.1002

Keyuan Road Tech Zone,

Nanshan District

Futian NEO

44/F, NEO Tower A No.6011

Shennan Avenue

Futian District

SCC

7/F, Tower A, SCC Financial

Centre, Junction of Houhai

Avenue & First Haide Avenue

Nanshan District

New World Centre

23/F, New World Centre No.6009

Yitian Road

Futian District

Times Financial Centre

14/F Times Financial Centre No.

4001 Shennan Avenue

Futian District

New Times Plaza

3/F, New Times Plaza No.1 Taizi

Road Shekou District

Panglin Plaza

35/F, Panglin Plaza No.2002

Jiabin Road Luohu District

DALIAN (2 LOCATIONS)

World Trade Center

12/F, World Trade Center No.25

Tongxing Street

Zhongshan District

Xiwang Tower

9/F, Xiwang Tower No.136

Zhongshan Road

Zhongshan District

QINGDAO

China Overseas Building

7/F, China Overseas Building

No.76 Yanji Road

Shibei District

SHENYANG

Fortune Plaza

17/F, Fortune Plaza Tower A

No.61 Beizhan Road

Shenhe District

TIANJIN (2 LOCATIONS)

Golden Valley Centre

11/F, Building 1, Golden Valley

Centre Jinwan Plaza, No.1

Binjiang Avenue

Heping District

Tianjin Centre

8/F, Tianjin Centre No.219

Nanjing Road

Heping District

SHIJIAZHUANG

Suning Life Square

12/F, Suning Life Square No.77

Zhongshan Road

Xinhua District

ZHENGZHOU

Kineer IFC

18/F, Building 4 No.88 East

Jinshui Road

Zhengdong New District

XI’AN (2 LOCATIONS)

Metropolis

11/F, Tower A, Xi’an Chang’an

Metropolis Centre, No.88 Nan

Guan Zheng Street,

Beilin District


LISTING

Capita Mall Office

11/F, Capita Mall No.64 South

Second Ring Road

Yanta District

CHENGDU (5 LOCATIONS)

China Resources Building

32/F, China Resources Building

No.10 Shuangqing Road

Chenghua District

Yandlord Landmark

36/F, Yanlord Landmark Office

Building No.1 Section 2, South

Renmin Road

Jinjiang District

IFS

25/F, Tower 1, IFS No.1 Hongxing

Road Section 3

Jinjiang District

Square One

11/F, Square One No.18 Dongyu

Street

Jinjiang District

Times Plaza

26/F, Times Plaza No.2 Zongfu

Road

Jinjiang District

WUHAN (3 LOCATIONS)

Wuhan Tiandi

8/F, Corporate Centre 5 No.1628

Zhong Shan Avenue

Jiang’an District

Hua’s IFC

10/F, Hua’s IFC No.193 Hong

Kong Road

Jianghan District

Poly Plaza

18/F, Wuhan Poly Plaza No.99

Zhongnan Road

Wuchang District

CHONGQING (4 LOCATIONS)

PICC

10/F PICC Building, Block-D

Jiangbei District

Yangtze River International

Plaza

33/F, 22 Nanbin Road

Nan’an District

HNA & Poly International

Centre

35/F, HNA Poly Plaza No.235

Minsheng Road

Yuzhong District

World Financial Centre

19/F, Chongqing WFC No.188

Minzu Road

Yuzhong District

NANJING (3 LOCATIONS)

Jinling - Asia Pacific Tower

8/F, Jinling Hotel Asia Pacific

Tower No.2 Hanzhong Road

Gulou District

Suning Wisdom Valley

8/F, Building E07 Suning Wisdom

Valley No.301 Hanzhongmen

Avenue

Gulou District

Kingsley

13/F, Kingsley Int’l Mansion

No.169 Hanzhong Road

Qinhuai District

NINGBO (2 LOCATIONS)

China Life

18/F, China Life Tower No.777

Lingqiao Road

Haishu District

Raffles City

8/F, Raffles City No.99 South

Daqing Road

Jiangbei District

WUXI (2 LOCATIONS)

Hongdou International Plaza

25/F, Hongdou Int’l Plaza No.531

Zhongshan Road

Chong’an District

Suning Life Square

11/F, North Tower Suning Life

Square No.109 Middle Renmin

Road

Chong’an District

SUZHOU (2 LOCATIONS)

Jinghope Plaza

11/F, Tower 2, Jinghope Plaza

No.88 Hua Chi Street SIP

Nison Plaza

10/F, Nison Plaza No.205 Suzhou

West Avenue SIP

HANGZHOU (3 LOCATIONS)

Delixi Mansion

9/F, Building A, Delixi Mansion

No.28 Xueyuan Road

Xihu District

Euro America Center

4/F, Euro America Center No.18

Jiaogong Road

Xihu District

Foreign Economy & Trade

Plaza

8/F, Building B, Zhejiang FET

No.468 Yan’an Road

Xiacheng District

CHANGSHA

Wall Street

17/F, Wall Street Centre No.288

Furong Middle Road Section One,

Kaifu District

NANCHANG

Yangyang Spring

15/F, Tower 1, Yangyang Spring

Investment Building No.66

EastYangming Road

Donghu District

FUZHOU

Rongdu Int’l Building

10/F, Rongdu Int’l Building,

Intersection of Wusi Road &

Qingcheng Road

Gulou District

FOSHAN

Huahui Building

15/F, Huahui Building No.46

Zumiao Road

Chancheng District

DONGGUAN

TBA Tower

46/F, TBA Tower No.11

Dongguan Avenue

Dongcheng District

ZHUHAI

Zhuhai WFC

12/F, WFC No.1009 Middle

Jiuzhou Avenue Jida

Xiangzhou District

XIAMEN

International Plaza

8/F, International Plaza No.8

Lujiang Road

Siming District

KUNMING

Master

16/F, East Tower

Dongfangshouzuo No.1

Chongren Street Jinbi Road

Wuhua District

To have your company featured in these pages, please contact our

representatives at:

Email: [email protected]

Tel: +86 21 53859061

2205, Shanghai Plaza, No.138 Huaihaizhong Rd, Shanghai, China, 200021

138 2205 200021


FOR ENQUIRIES, CONTACT:Tel: +86 21 5385 9061 Email: [email protected]

China Foreign Enterprise Directory 17th Edition 2015 CD-ROM

China Foreign Enterprise Directory (FED) is the most authoritative directory of all top multinational companies and foreign firms operating in the China market. The Directory is published once every year. All listings are updated daily ahead of printing, to ensure that the information is always up-to-date.

The China Foreign Enterprise Directory 17th Edition 2015 CD-ROM* version provides fast and flexible methods for searching for companies. It includes all the data in the print version and more. This CD-ROM is a powerful research and marketing tool to help you succeed in your marketing campaigns in China.

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send your marketing information to all listed emails

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• FULL SEARCH CRITERIA:

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*CD-ROM is available only for Windows operating systems

cer sep. 2015

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