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【领航新征程】打造国际消费城市,上海在路上
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来源:上观新闻 作者:沈月明 吴卫群 黄启哲 乐琰 2017-12-28 18:21
摘要:在日前中共上海市委举行的学习讨论会上,市委主要领导提出,要打响“上海购物”品牌,把上海打造成国际消费城市。目标在前,上海是否已经成竹在胸?上海购物的优势是什么?不足是什么?未来的愿景是什么?记者就此专访了上海市商务委员会主任尚玉英。

几乎每一个世界级的大都市都堪称“购物天堂”。纽约、巴黎、东京、香港……情不自禁地买买买,是一座城市不可抗拒的魅力,也是生生不息的活力和上升力。在日前中共上海市委举行的学习讨论会上,市委主要领导提出,要打响“上海购物”品牌,把上海打造成国际消费城市。目标在前,上海是否已经成竹在胸?上海购物的优势是什么?不足是什么?未来的愿景是什么?记者就此专访了上海市商务委员会主任尚玉英。


商业文明,是上海最优质的基因之一


上海是一座因商而兴的城市。这两年青浦青龙镇的发掘,揭开了青龙港在唐宋时期一度辉煌的国际商贸历史。上海曾经是海上丝绸之路的重要一站,上海作为一个重要的商业市镇由此而生。特别是上海开埠之后,有着浓厚商业基因的上海,开放包容,海纳百川,一跃而成为远东地区最繁荣的商业中心。从此无论经历怎样的历史变迁、兴衰起伏,商业始终是上海这座城市的支柱之一。

商业老字号——第一百货商业中心

几十年前,一位外来客在上海的购物路线或许是这样的:火车刚一到站,便直奔南京东路和淮海中路,在第一百货买一小绞“拆零供应”的毛线。那里的“老法师”营业员不用尺子,用手一比就分毫不差。打开一张亲朋同事临行前凑的代购清单,雪花膏、羊毛衫、收音机……长长一串。事情办完了,在转角邂逅泰康门口买鲜肉月饼的长队,手捧着新鲜出炉的月饼,去大光明电影院看一场最新的电影。离沪之前,再去城隍庙“扫尾”,给家中孩子买几包心心念念的五香豆和大白兔奶糖。

 

有着百年历史的地标性商业街区是上海商业文化的重要载体。上世纪初,南京路上四大百货争奇斗艳。全国第一家引入“日光灯”的商业场所、第一家装冷气的大楼,都汇聚在这“十里洋场”。率先引入百货公司概念的先施公司,就将百货与旅店、乐园融为一体,可以说是今日购物中心娱乐、购物、餐饮“体验式消费”的先驱。 

 

一大批上海老字号品牌是上海商业文化传承中的重要资源。从杏花楼月饼到大白兔奶糖再到哈尔滨食品厂的蝴蝶酥,是儿时梦乡里的“上海味道”;从百雀羚护肤香脂到上海牌手表再到凤凰牌自行车,是飞扬青春对优质生活的美好向往。

 

在上海购物的美好体验,不仅仅来自气派的百货大楼和优质新奇的商品,同样也来自优秀的服务品质。重服务、讲信誉是上海商业的另一张名片。“物美、价优、服务好”是上海购物历久弥新的标签。

 

几代中国人的温暖记忆,积淀的是上海作为一座商业城市巨大的魅力和影响力。说起上海商业的深厚积淀和优良传统,尚玉英感慨地说:商业文明是上海这座城市最优质的基因之一,对她的记忆与传承也是上海打造国际消费城市的坚实基础和原生动力。


蓦然回首,上海已走近世界消费舞台的中心


12月6日早上7时,南京西路太古汇,星巴克海外首家臻选烘焙工坊在上海正式开门迎客,排队尝鲜的人群排到了几百米开外。同样在太古汇,14家中国“首入店”年前陆续开业。这是国际品牌对上海的特殊礼遇。

南京西路的兴业太古汇

尚玉英说,上海的发展亮点纷呈,对于上海商业的发展,因为每日置身其中,感受可能并不强烈。但从国际统计数据来看,上海已经从一个带给国人温馨记忆的购物圣地,正逐步成长为世界消费中心之一。

 

根据世邦魏理仕发布的报告,上海全球零售商集聚度达到54.4%,在全球城市排名中紧随伦敦和迪拜位列第三位,超过纽约、莫斯科、巴黎。知名品牌集聚度超过90%。路易威登、香奈儿、爱马仕、古驰、蒂芙尼、雅诗兰黛等众多国际高端品牌纷纷选择上海作为其中国地区总部、亚太地区总部的所在地。如今在上海几乎没有买不到的世界名牌。

 

上海也是中高端消费品的进口集散地,上海口岸的化妆品、葡萄酒和汽车进口额分别占到全国的53%、33%和48%。

 

“会商旅文体”联动发展。目前上海已经形成会展、商务、旅游、文化、体育联动的新格局,购物节、旅游节、艺术节、电影节、F1大奖赛、网球大师赛等节庆活动拉动消费作用明显。

 

根据国内外多项独立第三方调查分析报告,上海是亚洲最时尚的城市之一,时尚消费力亚洲领先,逐步成为重要的国际时尚之都。上海时装周正逐步成为具有国际影响力的中外时尚设计师集聚平台、时尚品牌国内外发布推广平台和时尚产业“亚洲最大订货季”平台。

 

今年的上海时装周国际年度大秀吸睛全球,星巴克臻选烘焙工坊轰动亚洲……引领国际消费潮流,上海新莺初啼,前景灿烂。

上海新天地

“如今线上线下融合等各种新消费模式不断涌现,我们给予积极扶持和鼓励。上海新消费的发展同样走在全国乃至世界前列。”尚玉英告诉记者。

 

为了主动顺应消费升级趋势,去年底市政府办公厅印发 《上海市促进新消费发展发挥新消费引领作用行动计划(2016—2018年)》,大力促进新消费领域发展。抓住互联网、物联网、大数据、移动支付、人工智能等技术的快速发展的机遇,本市一批新兴零售企业以消费者为中心,瞄准新消费群体的数字化、社群化、个性化、定制化、场景化新需求。不断探索零售新模式、新业态、新技术,逐步形成“线上+线下”“商品+服务”“零售+体验”的融合式发展新格局。猩便利、苏宁BIU店、简24、欧尚盒子等无人店业态不断出现。盒马鲜生、百联RISO、超级物种、宝燕商城等跨界零售新物种竞相登场。食行生鲜、厨易时代、强丰、易果生鲜、万有集市等“互联网+社区服务”新模式百花齐放。

 

层出不穷的商业新形态,极大便利并丰富了市民的消费选择。


看齐全球一流水平,努力突破发展瓶颈


“国际消费城市建设虽然取得了一定成绩,但也必须清醒地看到,上海同纽约、伦敦、巴黎、东京等公认的世界级购物城市相比还存在一定差距。”尚玉英坦言。她用了几个“不足”,来描述这些差距。

 

一是从消费群体看,外来消费中境外消费占比不足。据万事达卡发布的全球目的地城市指数报告,2016年上海境外过夜游客数量排名第19位,为612万人,远低于伦敦(1988万)、纽约(1275万)、东京(1170万)等城市,甚至低于伊斯坦布尔(1195万)。

 

二是从国际消费城市的两大基本要素——商圈和商品品牌来看,世界级商圈、具有国际影响力的本土消费品牌的供给不足。南京路、淮海路虽在国内名气不小,但同巴黎香榭丽舍大街、纽约第五大道等国际知名商圈相比仍有很大差距;截至目前,上海的“中华老字号”和“上海老字号”共计220个,是全国老字号品牌数量最多的城市。然而,其中具有国际影响力的本土品牌商品和特色产品发展不足,本土零售商品牌的国际化程度也不高,“走出去”的力度不大。

南京东路的新世界大丸百货

三是助推国际消费城市建设的政策制度供给不足。这方面近年已经有一些可喜的变化。以往奢侈品牌的西装要卖进上海,需要拿一件成衣做检验,时间、物料成本可想而知。而现在只需要提供一块布料,包包只需提供一块皮面;以往一支进口的唇膏也算奢侈品,经过努力,部分化妆品已从奢侈品目录移除,女士们立时觉得这些日用大品牌亲民了很多。但对标国际惯例,在关税、检验检疫等方面的制度安排还需要创新突破。

 

据尚玉英介绍,目前制约上海商业发展的瓶颈之一是租金成本的问题。另外,随着轨道交通的快速发展和主城区范围不断扩大,一大批购物中心和城市商业综合体进入市场,本市建成城市商业综合体和购物中心将超过200个,供需动态平衡问题需要密切关注。


满足需求引领潮流,上海商业未来可期


在新时代,如何进一步打响上海购物这块“金字招牌”?如何满足需求、引领需求,使上海真正成为引领国际消费潮流的风向标?这是上海经济转向高质量发展的战略性课题之一。

 

尚玉英表示,上海购物这块“金字招牌”作为上海城市文化的传承弥足珍贵,我们既要倍加呵护,又要加大吆喝的力度。要把外来消费聚起来,充分挖掘800万境外旅客和1.4亿境内旅客的消费潜力;要让本土品牌强起来,打造更多引领消费潮流、具有强烈时代气息和鲜明上海特色的新品牌。支持老字号改革创新,促进老品牌年轻化;要把商业地标立起来,让南京路和淮海路等传统商业名片重新擦亮,让老商圈、老地标焕发新的活力;要让制度环境好起来,通过加强制度创新,进一步改善营商环境;要让消费人气旺起来,日日有活动,月月有节庆,加大国内外营销推广的力度,不断升级上海购物节,打响“上海购物”这块“金字招牌”,提升国际影响力、竞争力和辐射力。  

上海环球港

满足需求和引领需求,使上海真正成为引领国际消费潮流的风向标,将是未来上海打造世界级消费之都的重要发力点。尚玉英说,近年来,我国消费需求结构不断升级,从消费群体看,80、90和00后逐步成为消费的主力军,成为新业态、新模式的主要参与者和推动者。从消费偏好看,从关注价格向关注品种、品质、品牌转变,越来越追求吃出健康、穿出时尚、用出品位。从消费内容看,从基础生活类商品逐渐向耐用商品、智能商品、高端商品转变。由物质消费为主向服务消费为主转变。从消费方式看,越来越多的人习惯网上购物和信用消费,更多的人希望能够实现随时、随地、随心的消费。从消费理念看,理性消费、绿色环保、低碳健康已被广泛接受,并逐渐成为一种消费文化。

对明年即将在上海举办的首届中国国际进口博览会尚玉英满怀期待。6天里,将有百余个国家、几千家企业、十余万采购商、上十万百万种商品和服务齐聚“家门口”,可以说是世界优质商品的盛宴,对上海消费升级实现在上海“买全球、卖全球”是巨大的机遇,也将提升上海配置国际商品的能力,辐射带动长三角、服务全国。

 

尚玉英特别提出,上海商业发展始终坚持“繁荣繁华、便民利民”的宗旨。“便民利民”四个字一刻不曾丢。优质、便利、完善的社区商业体系是《上海市商业网点布局规划2014—2020》的发展目标。一个始终有温度的城市,门口应该可以买到一碗热豆浆,街对面有一家卫生、安全、物美价优的菜场,这是老百姓最看得见摸得着的幸福。

社区智慧微菜场

尚玉英说,十九大报告提出,要在中高端消费等领域培育新增长点、形成新动能。上海有这方面的基础和潜力,未来可以大有作为。打造国际消费城市,上海不会怯场。  

 

上海,一座因商而生、因商而兴的城市,未来一定会因商业而更加辉煌!

 


Shanghai Shopping:Shanghai on road towards becoming an international consumer hub

 

Every metropolis in the world, such as New York, Paris, Tokyo and Hong Kong, can be said to be a “shopping paradise.” Indeed, a city in which people indulge in a shopping spree is inevitably charming and utterly vigorous, with a huge potential of growth.

In a recent study session, major leaders of the Communist Party of China’s Shanghai Committee pointed out that “Shanghai Shopping” should be promoted as a famous brand in the city’s drive to become a global consumer city.

The target is clear. Is Shanghai ready to meet it? When it comes to shopping, what are the city’s advantages, disadvantages and prospects? With these questions in mind, a group of local journalists interviewed Shang Yuying, director of Shanghai Municipal Commission of Commerce.

 

Commerce as city genes

 

In history, Shanghai thrived on commerce. Archeological discoveries of Qinglong Town in Qingpu District revealed brisk international trade at Qinglong Port in Tang and Song dynasties (618-907 and 960-1279). Given its historical importance on the marine silk road, Shanghai naturally acquired its status as a major commercial town.

After its opening in modern times, Shanghai quickly became the most prosperous business hub in the Far East, with an open and inclusive spirit. Ever since, business has always been a pillar of the city despite vicissitudes of times.

For a traveler from outside Shanghai a few decades ago, his or her shopping itinerary would look like this: First places to visit after the train arrived were Nanjing Road E. and Huaihai Road M. where he or she would buy a hank of yarn for retail at the No.1 Department Store. Experienced shop assistants didn’t need a ruler to cut a precise measure of yarn for customers – his or her bare hands would suffice. After exhausting the shopping list of facial cream, wool jumpers and radios which his or her relatives, friends and colleagues back home asked him or her to buy, he or she would join a long queue outside the Taikang Food Store around the corner, waiting to buy pork mooncakes. With a newly-baked mooncake in his or her hand, he or she would then go to see a latest movie at Shanghai Grand Cinema. His or her last stop before leaving for home would be Shanghai Temple of the Town God where he or she would buy a few packs of spiced beans and White Rabbit creamy candies – famous Shanghai specialties – for his or her children who yearned for them.

Century-old landmark shopping streets are important icons of the city’s business culture. At the beginning of the last century, the four leading shopping malls on Nanjing Road were successful competitors to each other. The first shopping mall with fluorescent lighting and the first air-conditioned building in summer in China were all found here. The Sincere Department Store, which was the first private shopping mall in Chinese mainland, incorporated a hotel and an amusement park into the mall, which made it a forerunner of “experiential shopping” which combined shopping, entertainment and gastronomy.

A large number of traditional brands born in Shanghai are an important heritage of the city’s business culture. Xinghualou mooncakes, White Rabbit creamy candy and palmiers of Shanghai Harbin Food are the “flavors of Shanghai” in many people’s childhood memories, while Pechoin facial cream, Shanghai watches and Phoenix bicycles represent the young generation’s aspiration of a better future.

A pleasant shopping experience in Shanghai comes not just from magnificent high-rise shopping malls and curiosity products of excellent quality, but also top service quality. The city is known for its emphasis on service quality and business ethics. To this day, shoppers in Shanghai are impressed by its high-quality products, good prices and satisfying customer service.

Warm memories of many generations of Chinese about shopping in Shanghai reflect the effusive charm and huge influences of the city as a business hub. Regarding the rich experiences and positive traditions of business development in the city’s history, director Shang said business culture is one of Shanghai’s best genes, the inheritance of which will greatly move the city ahead on its road to becoming an international shopping hub.

 

Coming to world’s consuming center stage

 

A queue a few meters long formed outside Starbucks’ first “reserve roastery” outside the US in the HKRI Taikoo Hui Mall on Nanjing Road W. by 7am on the morning of December 6 last year, as many people waited to have a first taste. Apart from the coffee shop, 14 international brands made their China debut at this shopping mall before the Chinese New Year. This is a special treat to Shanghai from these renowned brands.

Residents might not have a good idea of the development of business as it’s only part of the city’s economy, but global data have shown that Shanghai has gradually grown from a memorable domestic shopping heaven to be a world shopping hub, Shang said.

According to a recent report released by CBRE Group, a global commercial real estate services company, 54.4 percent of international retailers have set foot in Shanghai. In this regard, Shanghai is ranked the third after London and Dubai and ahead of New York, Moscow and Paris.

Also more than 90 percent of all top globally-renowned brands have had a presence in Shanghai. International luxury brands including Louis Vuitton, Chanel, Hermes, Gucci, Tiffany and Estee Lauder have chosen Shanghai as the location of their Chinese or Asia-Pacific headquarters. There are hardly any internationally-renowned brands that can’t be found in shopping malls in Shanghai.

Shanghai is also an import hub for mid-to-high-range consumer goods in China with its import volumes of makeup products, wine and cars accounting for 53, 33 and 48 percent of the national total.

Furthermore, the city’s exhibitions, business conferences, tourism and cultural and sports events have been playing a significant role in driving up shopping sales, and some of the largest events include Shanghai Shopping Festival, Shanghai Tourism Festival, Shanghai Arts Festival, Shanghai  Film Festival, the Chinese Grand Prix of Formular 1 and the Shanghai ATP World Tour Masters 1000 tournament.

A few domestic and international independent reports say that Shanghai is a leading city in Asia in terms of fashion consumption and is gradually becoming an important international fashion hub. The Shanghai Fashion Week has become a platform of global influence to gather Chinese and global fashion designers and for fashion brands to launch new collections to the world. It is also becoming the leading fashion trading platform in Asia.

As shows of internationally-renowned brands on the Shanghai Fashion Week last year caught global attention and the Starbucks Reserve Roastery in Shanghai became an Asian sensation, Shanghai has made its first steps towards becoming a leader of global shopping trends. The future is bright.

“To emerging new consumption styles such as the incorporation of online and offline actions, we will give positive support to encourage them,” Shang said. “Shanghai leads the country and even the world in the development of ‘new consumption’ as well.”

To better meet the new trends in consumption, Shanghai government issued an action plan for 2016 to 2018 last year to promote the development of ‘new consumption.’

As the internet, the internet of things, big data, mobile payment and artificial intelligence are fast developing, some emerging retail businesses in Shanghai have taken the opportunities to target customers who are increasingly going digital and social, seeking tailor-made products and embracing ‘contextualized shopping.’ Their exploration of new styles, business models and  technology in retail has given rise to the combination of online and offline shopping, sales and service, retail and experience.

Trending at the moment are unmanned convenience stores such as Xingbianli, Suning BIU, Jian 24 and Auchan Box, new versatile retail businesses such as Fresh Hema, Bailian RISO, Super Species and Bao Yan Seafood as well as new community services with an internet anchor such as Shihang, E-cooktimes, Qiangfeng, Yiguo and Wanyou Shop. They enrich the shopping choices of the residents and make shopping much more convenient.

 

Breaking the ceiling

 

“We have made some progress in building an international shopping hub, but we need to be fully aware that Shanghai is still lagging behind some internationally acclaimed shopping hubs such as New York, London, Paris and Tokyo in some regards,” said Shang who further specified three of Shanghai’s disadvantages.

To start with, the number of people from overseas accounts for only a small portion of all visitors to Shanghai. According to the latest “Global Destination Cities Index” report released by Mastercard, Shanghai was ranked the 19th in the number of tourists spending nights in 2016 with 6.12 million tourists, far behind London, New York, Istanbul and Tokyo with 19.88, 12.75, 11.95 and 11.7 million.

And then, Shanghai lacks world-class shopping districts and local brands with international fame, which are two essential elements for making an international shopping hub. Shanghai’s Nanjing Road and Huaihai Road are quite well-known in China, but they can’t compare with the Avenue des Champs-Élysées in Paris or the Fifth Avenue in New York in terms of world fame. Meanwhile, Shanghai has 220 nationally and locally accredited traditional brands, leading the country, but very few of them enjoy world fame or have a global business strategy.
Also, the policies supporting the building of an international shopping hub are wanting. In this regard there have been some applaudable changes in recent years. Now foreign luxury suit brands don’t have to provide an entire garment for inspection before exporting to Shanghai as the relaxed rules require only a piece of cloth of the garment, and for a bag, only a piece of leather. For another example, imported lipsticks have been removed from the list of luxury products, which has driven down their prices for local consumers. Shanghai needs to address some policies in terms of tariffs and inspection to align them with international rules.

Another restriction to business development in Shanghai is the cost of rent, according to Shang.

With the fast growth of the city’s metro network and the expansion of urban districts, the number of business complexes and shopping malls in Shanghai will surpass 200. In this regard, the city should also closely follow the trend to prevent oversupply, Shang proposes.

 

Addressing demands

 

How to forge “Shopping in Shanghai” into a “gold brand” and turn the city into a benchmark for global shopping trends by addressing and leading demands is a strategic subject for the city which sets its eye on high-quality economic development.

Shanghai should better nurture its precious heritage of shopping culture as a part of its city culture and do more to promote it, Shang said.

To make “Shanghai Shopping” more influential, competitive and beneficial to other industries and neighboring areas, measures should be taken to “fully tap” the consumption potential of 8 million travelers from overseas and 140 million from other parts of the country, to support the development of more new trend-setting brands of zeitgeist and local characteristics and rejuvenate traditional brands through reform and innovation, to revitalize traditional shopping landmarks such as Nanjing Road and Huaihai Road, to keep improving business environment through innovative rules, and to encourage shopping and consumption through intensive campaigns and festivals and upgrading of Shanghai Shopping Festival, Shang proposed.

To address and lead demands will be a key effort in building the city as a world-class shopping hub, Shang said.

In recent years, residents in their thirties and younger have become the main consumer groups in China and major participants and promoters of new business styles and models. In terms of their preferences in shopping, they care more about origins, quality and brands than prices and increasingly pursue healthy diet, fashion and good taste. There are more durable goods, tech products and other high-end products than products for daily use in their shopping carts. Services are increasingly more shopped than goods. Also, more and more people tend to shop online and with credit, hoping to be able to shop anything they like anytime and anywhere. Chinese consumers also tend to spend rationally and with awareness of environmental protection, according to Shang.

The first China International Import Expo is to be held in Shanghai this year. Thousands of companies, over 100,000 buyers and hundreds of thousands of products and services from over 100 countries will gather on the feast of world’s best products at the local residents’ doorstep. Shang had great expectations for the expo and called it a great opportunity to enable people to literally buy from and sell to the whole world in Shanghai and thus to benefit the whole Yangtze Delta region and serve the whole country.

Shang stressed that business development in Shanghai shall always be oriented toward serving its residents, as is reflected in the planning of the city’s business distribution for 2014 to 2020 which aims for a high-quality, convenient and developed community business system. “A city of warmth” should be one where residents can buy a cup of hot soy bean milk at the doorstep and shop vegetables from a clean and safe market with high-quality food and good prices across the street, Shang said.

The report of the 19th National Congress of the Communist Party of China proposes to “nurture new growth points and form new driving forces in mid-to-high-range consumption,” and Shanghai with its heritage and potential has a great expectation and will take on the challenge on its way towards becoming an international shopping hub, Shang said.

It’s foreseeable that Shanghai as a city born and thriving on commerce will become more prosperous on the strength of commerce.

 

(Source: Jiefang Daily)

图片编辑:雍凯
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