cer spring 2015
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China Economic Review - 中经评论TRANSCRIPT
SPRING 2015 VOL. 26, NO. 1 | www.chinaeconomicreview.com 2015
聚焦上海经济热点聚焦上海经济热点China, Coal & CO2China, Coal & CO2
Executive Editor Graham Earnshaw
Deputy Executive Editor Philip Liu
Editor-at-large Graham Earnshaw
Executive Consultant Alex Wong Shiu Chung
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EDITOR’S NOTE | 编者的话
SPRING 2015 VOL. 26, NO. 1 | www.chinaeconomicreview.com 2015
China, Coal & CO2
在这个蕴涵着特殊意味的羊年，在中国经济进入“新常态”的大背
景下，面临转型蜕变的上海，涌动着如下经济热点和消费潮流：
上海自贸区连锁效应、金融改革与创新、建设全球科创中心、国资国
企改革再发力、创业与创业投资、文创产业和旅游产业、购物中心密
集开张、生鲜电商和进口食品直销、健康消费受青睐和文化演出持续
看涨。
创客近来又重新走俏。在移动智能和大数据时代，创客在创新型
创业活动中扮演着至关重要的角色。创客不见得是新技术、新创意的原
创者，却擅长把创新转化成符合市场需求的商业模式。新创客的创业实
践，看来很潮，在互联网大数据时代云里来雾里去。究竟是什么在推动
着他们的创业，风动、幡动还是心动？其实，如何在创业中体验快乐，
才更值得期待和分享。
在孔门弟子中，子贡被认为是最早的儒商。德国社会学家马克
斯·韦伯曾指出，基督教新教伦理导致了勤勉刻苦，将创造财富视为严
肃事业的资本主义精神。在新儒商身上，不但发现了这种精神，还感受
到了别样的文化情怀。
商学教育的急功近利造成诸多弊端，违背了教育的基本目的。急
功近利是教育的天敌也是经营管理的大敌。城市发展亦如是，上海应该
思考，在经济成长的同时，这座城市将会结出怎样的文化之果。
苍穹之下，雾霾沉沉。假以时日，只有走上以人为本的可持续发
展路径，才有望驱除弥漫笼罩于经济社会的种种“雾霾”。谨记梁启超
《少年中国说》：“惟希望也，故进取；惟进取也，故日新。”
This issue of China Economic Review looks at develop-
ments in the Chinese world, economic, environmental and
cultural. The cover story looks at the impact of agreements on
carbon emissions and the liklihood of implementation, while we
take in-depth look at one region of China and how it is balanc-
ing forestry, economic development and tourism. Derivitives
are an indispensible part of the financial market structure in the
developed world, and while China has been very cautious about
introducing such trading capabilities for fear of losing control
of the markets and unleashing speculation, it finally seems to be
happening. On the cultural side, we look at China’s burgeoning
movie industry and also the world of animation, one of the hot-
test areas of film. There is also a profile of one of the world’s true
animation geniuses, Miyazaki Hayao, a seminal inspiration both
to Chinese and Western animators.
Spring 2015 03
16 网变
20
24 充满文化情怀的新儒商
36 聚焦上海经济热点
44 还原创客
45 谁是新创客
47 问道移动云海
48 网络奇幻修真记
20
40
The House View14 Infrastructure funding
Month in Review18 Newsbriefs
Profi le22 Contemporary Confucian
Businessman with Deep Culture
Attachments
Coverstory 28 China, Coal & CO2
Feature story 34 Beyond the Bund
Culture40 Genre bending
15
18
目录 CONTENT
Cover storyChina, Coal & CO228China’s carbon emissions could save the world—or doom it
Spring 201504
59
66
58 楼市机会在哪里
61 商学教育之变
70 那些叱咤银幕的超级英雄
76 天真的人文画师
78 六朝古都云飞扬
79 有效解决问题的管理
81 有机猪肉
Q&A50 Fred Fuseau, Manager of
Morton’s Shanghai restaurant
Economy
52 Growth vs growth
54 It’s complicated
56 Finding its feet
Business Education Focus
60 Matching skill with demand
62 Pulling ahead of the pack at the
International Business School
Suzhou
64 Why Study an Online MBA at EU
Business School?
66 The ROI of B-School
Animation
68 Earthshaking Superheroes
74 An Innocent Humanistic
Mangaka
Look at China
80 Pork
52
目录 CONTENT
36
Spring 201506
THE HOUSE VIE W
If spend you must, spend wisely
Accelerated payouts for infra-
structure projects are under-
mining official efforts to wean
local governments off overreliance on
old revenue sources, but these funds
could still prove a boon if applied pru-
dently
In hindsight the problems caused by
the Chinese government’s largest-ever
stimulus of US$586 billion, launched
in response to the 2008 global financial
crisis, are obvious. But then they always
were.
In transcripts recently released by the
US Federal Reserve from the middle of
the 2008-9 financial crisis, Fed econo-
mist Nathan Sheets says what every-
one must have been thinking about the
new spring in China’s economic step:
“I personally find it difficult to believe
that much credit could be allocated as
quickly as we saw in the first half of the
year and for it all to be perfectly effi-
ciently allocated”.
With so much cash sloshing its
way to local government coffers a fair
number of projects would inevitably
go nowhere, not a few times in the
form of ghost towns, pointless, gaudy
landmarks and roads that actually lead
nowhere. Today things are different,
but not quite in the way China’s leaders
were hoping before last year’s slump.
Infrastructure on the mainland has
long used a one-source financing model
that is heavily dependent on either gov-
ernment lending or land sales, two fun-
draising methods that even the most
inattentive cadre will tell you aren’t
holding up too well these days. The pre-
2014 plan was to wean local govern-
ments off their old revenue sources in
order to better guard against more seri-
ous economic crumpling.
The central government is aware
that government-funded infrastructure
investment has become a dangerous
contributor to local governments’ debt;
it prioritized getting a handle on that
debt risk during the past year by reduc-
ing those governments’ access to bank
credit. Meanwhile the infamous land
sales, a go-to funding source for many
local governments, has become less
viable thanks to the real estate slump.
In answer to these dual deficits and to
emphasize a more sustainable alterna-
tive, in September China’s Ministry of
Finance issued a notice promoting pub-
lic-private partnerships in infrastruc-
ture investment. But this was largely an
empty gesture.
As downward pressure on the econ-
omy grew, this optimistic sentiment
was soon drowned out by waves of
cash from the central government after
the State Council decided to stream-
line approval reviews for infrastructure
investment projects. And it worked: In
its latest annual outlook report account-
ing firm KPMG credited investment
in infrastructure and agriculture with
helping to partially offset economic
downturn, noting that both had annu-
al growth rates of more than 20% in
2014; in January, Bloomberg reported
China was accelerating 300 infrastruc-
ture projects valued at US$1.1 trillion to
shore up growth.
“The government is still exercising
a strong hand in terms of leading the
development, so I think the investment
– both in its quantity and in its cov-
erage – is still pretty robust,” Huang
Jianxiang, an assistant professor in the
Department of Urban Planning and
Design at the University of Hong Kong,
told China Economic Review. Huang
said he expected an emphasis on high-
speed rail, energy and urbanization
going forward. That likely means much-
needed reforms to infrastructure fund-
ing in China will be further frustrated
so long as China’s economy refuses to
cooperate.
The upshot is that prudent urbaniza-
tion investment remains key to making
China’s already swollen cities more liv-
able, and Huang suggested local urban
transportation would see substantial
funding, with rapid installation of bus
routes and railways. While those seats
might not be filled immediately, Huang
cautioned against too quickly writing off
such a buildup of capacity. Many urban
areas of China remain underserved by
local public transportation, but policy
decisions and construction often move
far faster than most cities’ populations
can fill the resulting seating surplus.
A prime example is Beijing, home
to ring roads and metro rails that until
the turn of the millennium looked
troublingly underused. Today its traffic
Infrastructure funding
Spring 201514
THE HOUSE VIE W
snarls have gained global renown and
its subway system is so packed that the
company running it has been forced to
abandon a flat fee for want of funds to
keep the trains running on time.
But the subway isn’t the only system
of subterranean tunnels that can’t bear
the weight of reality: The city has prov-
en particularly susceptible to floods as
the city’s impermeable surfaces expand
ever-outward to accommodate a bal-
looning population of migrant workers.
That leaves rainwater nowhere to flow
but into, and then back out of, an insuf-
ficient patchwork of semi-connected
pipes. (Sometimes including the sub-
way system.)
Promises to upgrade the capital’s
dated drainage system date back to at
least 2004, when a July storm dumped
an average 70mm on the city proper
in just three hours and turned its ring
roads’ iconic underpasses into impass-
able lakes. The city government quick-
ly announced that a plan to solve the
problem had been drawn up, though
it gave no details; it said much the
same in 2006 after an August storm
loosed 55mm in three hours; then again
after another summer storm in 2011
dropped an average 100mm city-wide
causing serious flooding again and
drowning two men; and once more in
2012 when roughly 215mm fell in a sin-
gle day.
Then in July of 2013, 224mm of rain
hit the city, paralyzing the ring roads,
causing flash floods in the semi-rural
suburbs and racking up an official death
count of 77 people, doing more than
RMB2.2 million of damage. That finally
got through to city officials in Beijing
and around the country that the prob-
lem wasn’t only not going away—it was
getting worse.
Huang said Beijing had since taken
major initiatives in managing drain-
age, but that it was still unclear how
long it would take for those to translate
into measurable, concrete outcomes.
“Given the size of Chinese cities – given
the population, given just the area they
cover – that transition will probably
take much longer,” Huang said, noting
that much of the system was Soviet-
designed.
In that sense it bears a striking
resemblance to the final vestiges of
top-down funding that now plague
local infrastructure efforts in China.
Despite the government’s lowering of
the 2015 growth target to “about 7%”,
Premier Li Keqiang announced at the
annual legislative session in March that
China would invest US$260 billion in
infrastructure projects to encourage
growth.
Whether that is ultimately money
well-spent depends on how it is dis-
pensed. Beijing may be able to put
off infrastructure funding reforms
for another year, perhaps two. But if
China’s leaders don’t take a harder line
soon they will end up with more urban
mega-centers like Beijing: costly, con-
gested, flood-prone and, in the words of
its current mayor Wang Anshun, “not a
livable city.”
A FREEWAY TO EVERY DOORSTEP: China’s blowout infrastructure construction continues but mis-allocation and ineffi ciency blunts the impact
Spring 2015 15
新观察
网变移动互联网时代传统纸质媒体何去何从文 | 海晨
春节假期后的某个下午，我在一处有
点文艺范的街区溜达，走累了就到
一家咖啡店点了杯袋泡绿茶，坐着小憩，
无聊时就看杂志。店里至少有3处放置免费
取阅杂志的书报架，五颜六色的杂志至少
有十几种，多属生活时尚类，这类内容平
时并不在我的视域内。店里生意不差，基
本坐满。客人们三三两两喝着咖啡聊天，
或独坐看平板电脑、笔记本电脑。杂志静
静地待在报架里，只有我时不时地起身，
从其中取出放入，其他人对之无动于衷。
在咖啡店里喝绿茶，看杂志，在潮流人士
眼里，这几乎是逆潮流而动了。两个多小
时，除我之外无其他人光顾杂志。而在我
看来，花一杯绿茶的钱，看了多种价格不
菲、包装精美的杂志，内容不能说精彩到
非看不可，但抱着开卷有益的心态，多少
总有些收获。转念想想外面将杂志挂得琳
琅满目的书报亭，不免疑惑，现在还有哪
些人自己掏腰包买杂志？
在新媒体围追堵截下，传统纸质媒
体似乎是一片哀鸿。且看半个世纪前，传
播学家麦克卢汉是怎么说的，“新媒体不
会取代老媒体，只会将老媒体逼成艺术形
式。就像汽车没有取代马车，而是将它逼
上皇家礼仪；电视没有取代电影，而是将
它逼成一种艺术。”这是他的著名论断，
最近经常被传统媒体拿来自我安慰。虽然
颇有启发性，但问题是怎么让自己的媒
体“艺术化”，谈何容易。
麦克卢汉的另一个著名论断是“媒介
是人类器官的延伸”，他如此写道：“在
电子时代，我们身披全人类，人类就是我
们的肌肤。”
“如果说互联网的出现就像蒸汽机和
电的发明一样，已经彻底改变了原来的世
界；那么移动互联网的出现则更像人类新
的DNA，将从本质上蜕变催生出一个新的
世界。”这样的论断出自移动互联网受益
者马化腾实在是不足为奇。
他近期提出“移动互联世界的六度
嬗变”，其中第一个嬗变“延伸”就因袭
了麦克卢汉的上述观点。“移动互联网的
出现，让智能手机延伸了眼、耳、口等功
能，成为人类新的器官。人比如仿生猫耳
朵、仿生狗尾巴，它们已经能够传递人类
的脑波与意识。”马化腾如是写道。
移动互联网使发送、接受和反馈信息
的方式发生嬗变，通过智能手机和其他移
动终端，即时、随身和碎片化的信息如影
随形，似乎已成为感觉器官的一部分，也
印证了麦克卢汉“媒介即讯息”的洞见。
受移动互联网冲击的何止传统媒体。
打车软件通过App直接对接乘客和出租
车，在极短时间内获得了上亿用户，电话
预约受到冷落。高峰时段，如果不用打车
软件预约，就算在车流如潮的交通要道，
也可能白等半个小时，跟不上潮流的消费
者受到了冷落。诸如此类的网变，让传统
产业应接不暇。
互联网化是传统产业的应对之策。商
界人士付岩在《风口》中豪迈地预言：“
在产业互联网时代，互联网特别是移动互
联网将会进一步成为革命性的力量，飓风
将会一波又一波袭来，各行各业都将会出
现一批像小米一样疯狂生长、一路狂奔的
企业。”
互联网化也是传统媒体的理性选择。
借助“网变”的思路，本人以为，纸质杂
志的因应之策如下：其一，走“精专化”
也就是“艺术化”之路，杂志从包装到内
容，精美、专属、小众，不追求发行量，
找准属于自己的受众；其二，构建全媒体
链条，网站、电子期刊、APP、微信公众
圈一应俱全；其三，搭建线下活动平台和
实体空间，与媒体形成呼应和互动。
传统媒体究竟何去何从？能否在移
动互联网时代实现“艺术化”，抑或在互
联网化以后逆风飞扬？只有留待时间去
检验。打车软件通过App直接对接乘客和出租车
Spring 201516
NE WS ROUNDUP
MONTH IN REVIEW
Beijing accepts ‘new normal’ of slower growthBeijing has stated that it will tolerate
growth slightly lower than the offi-
cial target of “about 7.5%,” in what is
being referred to as the “new normal”
for economic growth, South China
Morning Post reported. Following a
Central Economic Work Conference,
leaders vowed to guide growth in a
slower but more sustainable man-
ner. Economic growth slowed to a
24-year low in 2014, and ANZ Bank
Chief Greater China estimated that
“Chinese authorities will likely toler-
ate a slower growth rate at around 7%
under the framework of ‘new normal’
economy.”
New free trade zones planned for Guangdong, Fujian and TianjinChina’s State Council announced
plans to create three new free trade
zones modeled on the current one in
Shanghai as Beijing moves to boost
growth in its slowing economy, The
Financial Times reported. The new
zones will be established in the south-
ern and eastern provinces of Guang-
dong and Fujian, as well as in the
northern port city of Tianjin. Despite
being heralded as a laboratory for free
market reforms, Shanghai’s free trade
zone has mostly disappointed for-
eign investors, as it provides almost
no advantages for foreign or domestic
companies operating there--though
some reforms introduced in the zone
have since been adopted nationwide.
China’s pension fund misses out on millions from SOE stock placementsThe private placement in Hong Kong
of US$9.4 billion in stock from state-
owned Citic Securities and Haitong
Securities now awaiting approval from
Beijing would deprive China’s nation-
al pension fund of millions of dollars,
The Wall Street Journal reported. By
making a private placement, in which
shares are sold to no more than 10
investors privately, state-owned main-
land firms can skirt a requirement to
separately give the National Coun-
cil for Social Security Fund stock val-
ued at 10% of the amount they raise
from public sales--shares that come
out of the holdings of the state firms
that control the company making the
offering.
China’s corn stockpiles climb as policy pushes prices higherA corn stockpiling policy begun in
2008 to raise rural income in China
has raised domestic corn prices 40%
higher than global prices, pushing
authorities to offer export tax rebates
for corn starch and similar products
of up to 13% even as the corn process-
ing industry expects to consume more
of the crop this year than last, Reuters
reported, citing the China National
Grain and Oils Information Center.
The rebate “will be of little help as the
industry is unable to export much and
has been making losses over the past
few years,” said Fan Chunyan, an offi-
cial at the China Starch Association.
New tech disclosure, compliance rules rile foreign firms in ChinaNew rules adopted by the Chinese gov-
ernment will require companies selling
computer equipment to the country’s
banks to turn over secret source code,
build backdoors into their products
and submit to invasive audits, The
New York Times reported, citing cop-
ies of the rules now circulating among
foreign tech firms. Foreign business
groups sent a letter to a top level Com-
munist Party committee on cybersecu-
rity, led by Xi Jinping, objecting to the
new policies and complaining about
what they called a “growing trend”
toward policies requiring companies
to use only technology products and
services developed and controlled by
domestic firms.
Li Keqiang pledges railway investment of $128bnChinese Premier Li Keqiang said
China would invest more than
CORN PROBLEMS: Supply and demand imbalances and
overly large rebates are all causing corn headaches for China
Spring 201518
RMB800 billion (US$128 billion) in
domestic railway construction and will
include rail equipment makers among
seven sectors prioritized for export,
Bloomberg reported. Li said around
8,000 kilometers (roughly 5,000 miles)
of railway would be built in addition
to pushing for high-profile overseas
contracts.
Beijing gives go-ahead for first nuclear project since 2012China General Nuclear Power Group
has received state approval to build a
nuclear reactor in Liaoning province,
only the third such reactor to be built
since the nationwide halt and safety
review of new reactors following the
Japanese Fukushima disaster in 2011,
Reuters reported, citing state media.
Beijing has pledged to maintain the
highest safety standards in their quest
to raise domestic nuclear power capac-
ity to 58 gigawatts by 2020, from 20.3
gigawatts at the end of 2014, though
this would only meet 3% of China’s
energy needs.
Mergers planned for state-owned enterprises in strategic industriesBeijing is planning to consolidate
China’s state-owned sector in strate-
gically important industries includ-
ing energy, resources and telecommu-
nications, with merged entities to be
reorganized as asset-investment firms
required to run more like commercial
operations than government branches,
The Wall Street Journal reported, cit-
ing unnamed government officials and
advisers. The new plan will put upper
management under orders to maxi-
mize returns with the goal of mak-
ing the biggest state companies profit-
able enough to go public by 2025, the
sources said, though the government
will retain its current practice of nam-
ing senior management teams for the
newly formed companies.
Local governments allowed to convert some debt to low-yield bondsThe Ministry of Finance will allow
regional authorities to convert up to
one trillion RMB of debt into low-yield
government bonds in order to reduce
heavy debt at the local level and less-
en interest payments by 40-50 trillion
RMB annually, South China Morning
Post reported, citing an announcement
from a ministry spokesperson. The
ministry hopes to ease the continued
debt problems faced by regional gov-
ernments due to slower fiscal growth
and enhanced scrutiny over risk and
tighter bank lending coupled with the
continued need to stabilize local econ-
omies through infrastructure projects.
Coal mines shut down as Beijing forces industry consolidationChina’s coal output likely fell 2.5%
last year, with official statistics show-
ing China consumed 1.1% less coal in
the first three quarters of 2014 com-
pared to the previous year, The Wall
Street Journal reported. The drop-off
in buying has already rattled the global
markets; China’s imports of thermal
coal fell by 15% last year and imports
of coking coal, used for steelmaking,
were down 17%. To achieve an energy
mix less dependent on the mineral,
China’s government has begun forcing
smaller mines to close or be absorbed
into state-owned companies. Last year,
nearly 1,000 small collieries were shut,
said Song Yuanming, deputy head of
the State Administration of Coal Mine
Safety.
China’s farmers still cash-starved as banks clean balance sheetsOfficial calls for China’s major banks
to lend to farmers have been effec-
tively undone by other official orders
for banks to reduce their holdings
of bad debt, Reuters reported, citing
bankers, economists and analysts. The
share of loans going to agriculture
has declined every year since 2010,
official data show; in 2014 banks lent
RMB306.5 billion (US$49.1 billion) to
agriculture compared with approxi-
mately RMB1 trillion for margin
finance for use in stock speculation
and RMB2.8 trillion for real estate.
Banks have also failed to adapt to
demand from larger-scale farms, and
self-sufficiency goals mandating pro-
duction of staple grains and starches
prevent farmers from higher-margin
crops like fruits and meats.
NE WS ROUNDUP
Spring 2015 19
聚焦
市场与产业移动购物五大趋势易观智库和京东联合发布的微信购物发展
白皮书对移动购物发展趋势进行了判断，
易观分析师林文斌分析如下：第一，智能
终端正逐渐引导用户行为习惯，移动购物
快速增长。中国智能手机的出货量不断增
加，智能终端的普及和网络基础设施的完
善正逐步引导消费者行为习惯的改变。各
电商企业纷纷发力移动端布局，移动购物
的增长速度进一步增加，在整体网络零售
中所占的比例将进一步扩大，预计2015
年该比例将达40%。第二，碎片化时代
来临，电商更需加强对用户体验的重视。
移动互联网把用户的碎片时间充分利用起
来，让购物成为随时随地可以进行的事
情。碎片化时间的利用促进了移动购物的
蓬勃发展，也促使电商不断加强对用户
体验的精细化和一致化的重视。第三，购
物进入移动场景时代，购物全过程获得深
度行为支持。在移动互联网和大数据的商
业价值作用下，消费者的购物行为从以前
的价格导向变成了场景导向，消费者的任
何一个生活场景都有可能成为一个购物场
景，移动购物场景不断多样化，消费者将
获得全新的消费体验，消费者寻找、购
物、使用等购物全过程都将获得深度支
持。第四，移动购物线上线下边界融合，
模式创新加强。智能终端让购物成为随时
随地可以进行的事件，同时也让用户的身
份信息和消费信息密切联系。基于移动互
联网的业务场景，可以增加用户与电商的
互动性，让线上线下营销、体验、购买和
服务的边界变得模糊，创新出移动互联网
特有的营销方式。第五，社交与移动紧密
结合，利用内容和粉丝营销促进购买。传
统零售的实体店和PC端购物的平台都表现
出以实体店和平台为中心的特点。基于与
社交的紧密结合，移动电商的卖家可以通
过微信、手机QQ等社交媒体，通过内容
维系聚集粉丝，与消费者建立互粉的信任
关系，为粉丝创造价值，实现销量增加。
美国中概股九大对策清科研究中心发布的美国市场中概股专题
研究报告统计发现，中概股主要问题在
于，财务信息不够透明，股利分红政策也
不够合理，与投资者关系沟通不畅，与美
国资本市场制度不相适应等。清科研究中
心分析师陈斐提出，美国中概股应该注重
以下几点问题：第一，提高财报质量。应
大力提高财报质量，尤其要改善市场普遍
关注的上市公司与大股东的关联交易问
题，对重大资产的处置问题，对无形资产
的商誉处理问题，以及避免并购活动时产
生疑似利益输送问题等。第二，提高信息
批露透明度。大部分中概公司信息披露严
重滞后，季报、年报往往拖到最后一刻才
公布，应及时更新公司网站信息以便于投
资者查询。第三，完善公司治理结构。中
概股普遍存在持股集中，一股独大现象，
如何保护小股东利益，完善董事会监督职
能是建立投资者信心必须要考虑的课题。
第四，提高股票流动性。应尽可能选择实
力较强的承销商和做市商，与主流卖方和
买方分析师建立定期交流机制；在股本结
构设计时也要通盘考虑公司上市后的成交
量和股价定价问题。第五，制订可预测的
分红政策。应尽可能制订明确的股息政
策，如确定的股息支付率、稳定的股息增
长率、固定的派息频率等。第六，制订科
学的公司战略。应制订科学合理的发展战
略，并与投资者有效进行沟通，争取投资
者的理解。第七，重视投资者关系。A股
长期忽视投资者的恶习深深植根于很多上
市公司高管脑海里，他们上市以融资为目
的，目标达到就疏远投资者，普遍不重视
保护投资者利益，缺少与投资者交流的渠
道。第八，熟悉美国股市监管环境。上市
公司高管应系统学习美国股票市场监管环
境，了解基本法律法规知识，努力遵循市
场游戏规则，从而提升投资者对中概股信
心。第九，明确政策风险。应尽可能多宣
扬国内政策法规，使美股投资者客观评估
各项风险，进而对中概股进行合理估值。
2015年中国经济将筑底反弹
Spring 201520
聚焦
经济学家谈经济走势和投资策略
陈志武：美股仍有可为在2014年诺亚财富钻石年会上，耶鲁大
学终身教授陈志武提到，目前美国失业率
已降至6%以下，通货膨胀率也在合理区
间，基本面情况良好。而美国的劳工法是
发达国家中最宽松自由的，美国企业的税
负相较其他发达国家也是最低的，因此，
美国企业具有很强的活力，从而使美国经
济具备了很好的复苏和增长能力。2008年
金融危机当年，美国家庭财富是69万亿美
元，到2014年6月增加到79万亿美元，显
示出美国经济复苏强劲。因此他认为，受
美国经济走强、基本面持续向好的推动，
美股仍然值得投资。但他也指出，美元持
续走强是大概率事件。因此，2015年美股
会存在更高的波动率。他对2015年欧盟的
经济走势持乐观态度，认为其中存在一定
投资机会。对于国内股市，陈志武的看法
是，经过过去几年的熊市，A股总体估值
降低，因此尽管经济增速在放缓，从技术
面上看，A股是有上行空间的。
龚方雄：经济增长将止颓势摩根大通亚太区董事总经理、中国投资银
行部主席龚方雄在2014年诺亚财富钻石年
会上指出，目前是创新创业的黄金时期，
也是二级市场最好的投资时期。他表示，
相比其他国家的缓慢复苏不同，中国已持
续了多年的高增长。但自今年以来，房地
产的深度调控和反腐的进行，经济持续下
行，微观层面的感受可能更明显。龚方雄
认为2015年中国经济将筑底反弹。随着政
府的减息和对地方的放权，降低了微观层
面的交易成本，降低企业成本，从税收上
给企业优惠，税务成本和资金成本下降。
另外，房地产明年会比今年稳定。政府面
临着经济下行的风险，必须要稳住房地
产，因为房地产对50多个行业都有影响。
所以，在稳定房地产，降低企业融资成
本，基础设施建设同步加强的情况下，中
国经济将止颓势，步入新一轮的发展。
陆挺：二线城市房地产复苏美银美林大中华区首席经济学家及董事总
经理陆挺在2014年诺亚财富钻石年会发表
演讲时指出，近年政府进行了一系列户籍
制度改革，包括全面放开建制镇和小城市
落户限制；有序放开中等城市落户限制；
合理确定大城市落户条件；城区人口300
万至500万的城市，要适度控制落户规模
和节奏；严格控制特大城市人口规模。这
一系列的政策表明了政府引导人口流动、
发展中小城市的意图。与此同时，完善农
村产权制度也在落实中。目前，中国的实
际城市化率仍然处在较低水平，这意味着
城镇化还有相当大的发展空间。一系列户
籍制度改革及农村产权制度的完善落实使
引导人口从农村转移到中小城市具备了客
观条件，对提高城市化率有积极影响。
Spring 2015 21
PROFILE
Interview with Mr. Alex Wong Shiu Chung, Expert Planner and Doer in the Real Estate Industry
Contemporary Confucian Businessman with Deep Culture Attachments
Of the 72 disciples of Confu-
cius, Zi Gong who was good
at finance management is
considered to be the first Confucian
businessman. The historian Sima Qian
even attributed the success and spread
of Confucius and Confucianism to Zi
Gong. And it is certainly true that the
integration of business and culture con-
tributes to the dissemination of ideas…
Back to the present. At the beginning
of the Year of the Goat, I visited the
expert planner and doer in the Chinese
real estate industry – Mr. Alex Wong
Shiu Chung – at the headquarters of
SPACE Asset Management Group at
Shanghai’s THE BRIDGE 8 Creative
Park.
The name of his company is SPACE
and its Chinese name is ‘Si Bi Si’, which
means ‘to think what you are think-
ing’. SPACE creates space for thinking
and cultural exchanges. From the outer
design of THE BRIDGE 8 to the inside
layout of the SPACE office, creative cul-
tural elements dominate. Various Iron
Man models in the office reveals anoth-
er side of Alex Wong Shiu Chung—he
is a big cartoon fan and model collector,
an interest cultivated since his boyhood.
At the age of 12, Alex Wong Shiu
Chung got a chance to read as many
cartoon books as he wanted by helping
a newsstand owner to keep the newspa-
pers on his stand tidy. Besides deepen-
ing his knowledge of written Chinese,
he also gained an understanding of how
to deal with people and acquired valu-
able cultural inspiration from the books
that he devoured.
That was the start of Alex Wong
Shiu Chung’s lifelong attachment to
cartoons and cartoon characters. The
famous Hong Kong cartoonist Ma
Rongcheng is one of the two people
particularly admired by Alex Wong
Shiu Chung. Ma’s master works, Chi-
nese Hero and Fung Wan were once
hugely popular in Hong Kong and
the humanistic connotations of them
unconsciously influenced Alex Wong
Shiu Chung’s views on life and his per-
sonal values, sowing the seeds for his
later achievements in terms of creative
culture and the creative industry.
For a whole year, Alex Wong Shiu
Chung came to the newsstand every day,
rain or shine. He began to sell newspa-
pers for the newsstand owner and was
paid HK$10 a day, which sustained him
for three years. His diligent approach
was cultivated from an early age.
At the age of 16, Alex Wong Shiu
Chung started teaching in a night
school. He was granted a scholarship
upon his enrollment in The Hong Kong
Polytechnic University, Faculty of Man-
agement. During his university years,
he was recommended to be an advisor
for “college entrance examination of
accounting”. After graduation, he began
working in the real estate field. From
Spring 201522
1990 to 1994, he taught courses at Hong
Kong Baptist University including
Accounting and Business Application in
the Department of Further Education.
After accumulating abundant experi-
ence on commercial property invest-
ment in Hong Kong, Alex Wong Shiu
Chung was sent by his company to
Shanghai to prepare for a new branch
in 1996. At that time, commercial real
estate in Shanghai was still in its initial
phase, providing a high rate of return
on small investments. The huge devel-
opment potential drew wide attention.
In line with Shanghai’s ‘international
metropolis’ identity, Alex Wong Shiu
Chung focused on attracting investment
for Shanghai and brought in a large
number of international top brands.
Such investment work not only
contributed to the development of the
Shanghai economy, but also promot-
ed cultural exchanges between China
and foreign countries. In 2005, dur-
ing his participation in the investment
and planning work for THE BRIDGE 8,
Alex Wong Shiu Chung began to estab-
lish his own business and in 2007 he
set up his brand, SPACE. At that time,
commercial real estate in second and
third-tier cities around China started
to develop, as Shanghai had done in the
1990s. Alex Wong Shiu Chung fixed his
business strategy as “based on Shang-
hai and spanning the whole country”.
Headquartered in THE BRIDGE 8, Alex
Wong Shiu Chung has since extended
his business to many cities through-
out the mainland. In less than 10 years,
SPACE has extended its business across
the Chinese mainland, Hong Kong, Tai-
wan, Singapore and Japan.
Asked the secret of management,
Alex Wong Shiu Chung answers sim-
ply: “sharing”. He is keen on making
friends and sharing ideas and resources
with business partners to speed up busi-
ness progress. With respect to internal
management, he pays his staff sensible
salaries and gives shares to management
members and other employees so that
everyone can share in the company’s
success. Another principle is “non-inter-
ference management”, in other words,
giving power to managers in branch
offices. Alex Wong Shiu Chung drew
these ideas from his other idol – Mr
Shi Yongqing, another contemporary
Confucian businessman and founder
of Centaline Property. Shi Yongqing
was the first to propose the concepts of
“non-interference management” and
“reasonable salary and sufficient man-
agement power”. In his self-published
am730, Shi Yongqing writes inspiration-
al articles on current social problems.
In recent years, Alex Wong Shiu
Chung has given half of his time to
“sharing”: he has been a guest lecturer
at universities in Hong Kong and the
mainland and has set up special columns
in magazines to share his ideas about
cultural matters and creative industry.
From the cultural property project of
THE BRIDGE 8 onwards, Alex Wong
Shiu Chung consciously infuses cultural
creative elements into investment and
the planning process for commercial
real estate projects. In the process, he
has accumulated huge and experience.
Alex Wong Shiu Chung has visited
200 cities in the mainland in the past
two decades to attract investment and
develop business. He aims to arrive in
a city one day ahead of time in order to
do a general survey and have an under-
standing that will inform his meetings
the next day with working partners or
local officials. For investment and plan-
ning projects, he conducts a deeper
exploration of local history, geographic
features and folk customs. Alex Wong
Shiu Chung has become an expert
traveler and is thankful for such experi-
ences, which manifest the harmonious
integration of business and culture.
Alex Wong Shiu Chung is a vegetar-
ian, free of cigarettes and wine and his
only travelling partner is his wife (except
business trips). In recent years, Huang
has begun to conduct “subtraction” in
his life: he avoids all after-work appoint-
ments and returns home at 8pm punc-
tually. Alex Wong Shiu Chung hopes
to exclude all outer trifles and restore a
quiet space for himself to meditate in.
Alex Wong Shiu Chung enjoys the
process of thinking. He always writes
his ideas down on paper, takes a photo
of what he has written with his cell
phone and sends it to his staff. He jokes
that he isn’t afraid of “leaving evidence”
because he always thinks deeply before
making decisions and once he decides,
he will not easily change his mind.
There is real meaning behind the name
of his company, SPACE.
Asked if he regards himself as a suc-
cessful man in business terms, Alex
Wong Shiu Chung humbly answers: “I
can’t be counted as a successful man.”
His definition of success is that you
receive heartfelt respect from others in
terms of who you are and what you
achieve in your business life.
The German sociologist Max Weber
once pointed out that the Protestant
ethic cultivates the diligent and hard-
working capitalist spirit that considers
wealth creation to be an important part
of a career. Nowadays, contemporary
Confucian businessmen convey not
only this hardworking capitalist spirit
but also a profound and time-honored
cultural inheritance.
PROFILE
Spring 2015 23
充满文化情怀的新儒商访商业地产掌门人黄绍忠先生文 | 海风
高端访谈
在孔子的七十二贤弟子中，擅长理财
的子贡（端木赐）被公认为中国最
早的儒商；司马迁在《史记 • 货殖列传》中
对他评价极高，认为孔子和儒学能够声名
远扬，有赖于子贡的推动。“夫使孔子名
布于天下者，子贡先后之也。”商业与文
化的融合，对思想传播起到了推波助澜的
作用……
将思绪从2500年前拉回到当下，金
羊年新春时节，在思彼思资产管理（集
团）总部上海8号桥办公室，我慕名造访了
中国房地产领域的资深策划实战专家黄绍
忠先生，一位钟情于文化创意的新儒商。
思彼思 • SPACE—思你所思，为思
想文化的交流传播搭建文化创意空间。而
从整个8号桥到思彼思总部，无不洋溢着文
化创意的氛围。办公室里摆放着的大大小
小的钢铁侠，透露出黄绍忠的另一个重要
身份：超级动漫爱好者和玩具收藏家，而
这要从他的少年时代说起。
多年前的香港，有这样一个男孩，到
了12岁开始懂事的年龄，眼看在酒楼工作
的父亲早出晚归，十分辛劳，就不再向家
里伸手要零花钱。男孩喜爱看漫画书，经
常在一家书报亭盯着看漫画书封面，却从
不买回家。报亭老板是位阿婆，了解到男
孩的苦衷后，便允许他翻阅漫画书，代价
是为自己叠报纸。就这样，男孩在大饱眼
福的同时，如饥似渴地学习着，从漫画书
里学会了很多汉字，也学到了为人处事的
道理，从中汲取了宝贵的文化营养。
这是黄绍忠与动漫结缘之初的往事。
而香港漫画大师马荣成是黄绍忠最钦佩的
两位当代知名人士之一，武侠漫画代表作
《中华英雄》和《风云》曾风靡港岛，主
要人物华英雄、聂风、步惊云等家喻户
晓，而其中的人文内涵，潜移默化地影响
了黄绍忠的人生观和价值观。他从中读到
了奋斗、尊严、宽容、兼爱、看到了一个
人是怎样通过自身的努力和奋斗，历经重
重磨难和波折，破除了贪欲和各种魔障，
学会了宽容、兼爱，最终走向成功。也为
他日后在文化创意领域里大展宏图埋下了
伏笔。
连着一年，风雨无阻，黄绍忠天天出
现在报亭。阿婆为他的好学精神所感动，
主动提出，让他为自己的订户派发报纸，
酬劳是一天10元港币。于是，每天早上6
点多，便出现了一位穿梭于街头的报童。
一晃3年，他的生活费全靠送报挣得。从这
段经历也可看出黄绍忠的勤勉、刻苦是从
小磨砺出来的。
在香港积累了丰富的商业物业投资策
划经验后，黄绍忠于1996年被公司派驻上
海筹建分公司。当年上海的商业地产尚处
于起步阶段，投资成本低，回报率较高，
巨大的发展空间倍受外资青睐。上海的定
位是建设成国际化大都市，黄绍忠的工
作重心是在香港为上海招商，在这一过程
中，他为上海引进了大量国际一线品牌。
这样的招商活动，在为上海经济发
展作出贡献的同时，也对中外文化交流起
到了促进作用。如上海第一家宜家家居就
是黄绍忠引进的，欧洲人性化和简单便捷
的现代家居理念因而传播进了内地。不仅
如此，由于业务范围不限于江浙沪，而是
远达北京、深圳、广州并深入到二三线城
市，因而也在不同城市和地域文化间搭起
了沟通的桥梁。如海派文化与京派文化的
互动，黄绍忠印象较为深刻的是2000年
为上海引进了第一家北京全聚德烤鸭店。
当年，黄绍忠在北京长安街全聚德总店品
尝时，做了有心人，在与该店负责人聊天
时提出：这么有特色的风味食品，有没有
兴趣去上海开分店？而此前，这家历史悠
久的餐饮企业从来没有想到过要去申城发
展。就这样，黄绍忠通过招商，将京派饮
食文化的精粹引入到了海派文化中。
2005年，黄绍忠在参与上海8号桥招
商和策划时，自立门户开始创业，两年后
创立了思彼思品牌。当时内地二三线城市
尤其是省会城市的商业地产开始启动，有
点像1990年代中后期的上海市场。有鉴
于此，黄绍忠确立了“立足上海，布局全
国”的经营战略，以上海8号桥为总部基
地，将业务触角迅速伸展至内地众多大中
城市。
在不到10年时间里，思彼思集团已将
Spring 201524
高端访谈
业务拓展至中国大陆、中国香港和台湾、
新加坡、日本5大区域。在总部小会议室墙
上，有一幅思彼思全国业务分布地图，上
面标着一行字：在中国房地产服务领域业
务拓展速度最快的港资企业。问到经营管
理上有何独到的心得，黄绍忠笑着说出两
个字：“分享”。从小他就懂得与小伙伴
交换自己的公仔，互通有无，可以玩到更
多的公仔。黄绍忠在商务活动中特别具有
合作精神，通过广交朋友，与合作伙伴相
互分享，使自己的业务高速成长。而在对
内管理上，给予员工合理的薪酬，给高管
甚至普通员工派送股份，让员工分享公司
的经营成果。他的另一个管理心得是老子
的“无为而治”，给予分公司总经理以充
分的空间。这就要提及黄绍忠最佩服的另
一位当代知名人士施永青先生—当代新
儒商代表性人物，中原地产创办人之一兼
董事。“无为而治”以及给予员工“合理
薪酬和空间”正是他所倡导的管理方式。
施永青还创办免费报纸《am730》，写作
发表了大量有深刻内涵的评论文章，指摘
时弊，切中肯綮，令黄绍忠叹服。
青少年时期的讲课经历，养成了黄绍
忠乐于分享心得和经验的个性。近几年，
他把一半时间花在分享上：先后在香港金
融学院、香港理工大学中国商业中心以及
上海大学、同济大学、上海交通大学、西
南交通大学的一些进修班担任客席讲师；
还担任《中国国家地理》国际中文版和
《文化月刊》首席专家，在杂志上开设专
栏，分享自己对于文化地产和创意产业的
思考。
黄绍忠认识到，“创意产业是文化、
科技和产品的结合。不仅可以提供日益丰
富的文化产品，以满足人们的精神、文化
和消费需求；还能够开发人的创造力和潜
能，给人们提供发挥才能的机会，从而带
动更多的人实现创业和就业渠道。”
文化地产则有别于以餐饮购物为主的
一般商业地产，可以给人们尤其是年轻人
提供实现创意灵感的平台，也能够让人们
在其中学习、分享优秀的文化思想和创意
理念，从而不断进步和成长。从8号桥文化
地产项目起，黄绍忠在众多商业地产项目
的招商和策划中，有意识地植入了文化创
意的元素，将商业地产升华为文化地产，
融入创意产业的发展热潮中，并积累了丰
富的经验。作为资深创意产业策略专家，
黄绍忠被江苏镇江、杭州上城区、天津河
东区政府聘为文化创意产业顾问，为当地
文化创意产业出谋划策。
20年来，乘坐飞机和轨道交通，频
繁地奔波于各地从事招商和策划，黄绍忠
走过内地200多座大中小城市，这对普通
人是需要花“三辈子”才可能做到的。黄
绍忠去这些城市大多出于商务原因，他有
一个习惯，在去某座城市出差时，会比预
定日期提前一天达到，目的是独自去实地
走一走，走马观花，对当地情况有个初步
的观感，第二天与当地官员和合作伙伴见
面时，就可以做到胸有成竹。而在招商和
策划项目时，会更深入地考察当地的历史
人文、地理风貌和风俗民情。经年累月地
出差和考察，黄绍忠成了名副其实的旅行
家，也让他感慨自己“非常有幸”。这是
商业与文化相得益彰的又一个明证。
有些地方黄绍忠会反复去，对其中文
化内涵的体验也会逐步加深。上海豫园就
是给他留下深刻印象的海派文化地标，尤
其是在参与豫园改造项目的招商策划后。
这里的传统手工艺品，别说明清时代的真
品，就是现代仿制品，也蕴藉着唐宋元明
清的千年余韵，给予他无限的遐想和回
味。他从这里收藏了很多古代近代的钱币
票证，从中可看到中国金融发展的脚印。
作为钱币收藏爱好者，前几年在江南小城
宜兴短暂逗留时，他花了1000元购买了一
盒几千年历朝的古钱币，将它赠送给了在
香港的姐姐。后来看到这盒钱币被摆放在
了姐姐珍爱的书架上。姐姐并不在意钱币
的真伪，她珍视的是姐弟之间的亲情。这
让同样看重感情的黄绍忠十分感动。
上海创智天地是黄绍忠最喜爱的招
商策划项目之一，而拨动他心弦的就是一
个“情”字。项目坐落在10多所大学之
间，黄绍忠没有引进大型的餐饮连锁品
牌，而是以有文艺特色的小店为主，将大
学路商圈打造成了带有巴黎左岸风情的特
色商业街，洋溢着精神文化灵感的地方。
徜徉于此，可以重温同学之间的友情，恋
人之间的爱情，师生之间的情谊。而黄绍
忠更是将这里视为可以“治愈心理”的场
所，常常忙里偷闲地坐上一会儿，享受片
刻的温馨宁静。上海古北黄金城道二期改
建项目则是他最喜爱的另一处商圈，这儿
为享受亲子之乐开辟了活动空间。
思彼思总部，那些动漫玩具，还有
一排用纸折叠成的建筑模型：上海东方明
珠、台北101大楼等等，流露出的是一份
童真之趣。黄绍忠说其中有些是他太太手
工折叠的，夫妻俩的共同爱好影响到他们
的儿子也喜欢上了手工折纸。
近年来，烟酒不沾、素食、除了出差
单独旅行只与老婆一起旅游的黄绍忠在生
活上开始做“减法”，晚上8点回家，推掉
一切外出应酬。
“非淡泊无以明志，非宁静无以致
远。”古代智慧人物诸葛亮流传千古的名
言，黄绍忠深得个中三昧。他希望排除外
界的纷扰喧嚣，为自己留出一方静思的空
间，沉潜内蕴，谋定而后动。
黄绍忠爱思考，他会把自己的想法写
在纸上，用手机拍下来传给员工。他笑称
不怕留下“证据”，这缘于他在作出决定
前的深思熟虑，而一旦落笔就不会轻易更
改。他给公司起名为“思彼思”确实大有
深意。
古罗马有位皇帝哲学家马可 • 奥勒
留，他的功业早就随着罗马帝国的烟消云
散而被世人遗忘了，但他在政事之余记下
的《沉思录》却流传至今，影响着一代又
一代的人们。这正是优秀思想文化的生命
力和穿透力。
问黄绍忠是否认为自己在事业上已
经成功了？他谦逊地说：我不算成功。那
么，怎么才算成功呢？让人们发自内心地
对你和你的事业表示尊敬，才算是真正的
成功—这是黄绍忠对于成功的见解。
德国社会学家马克斯 • 韦伯曾指出，
基督教新教伦理导致了勤勉刻苦，将创造
财富视为严肃事业的资本主义精神。在当
代新儒商身上，不但发现了这种精神，
还感受到了深沉浓郁、传承久远的文化
情怀。
Spring 2015 25
黄绍忠与思彼思黄绍忠（Alex Wong Shiu Chung），思彼思资产管理（集团）、韬略环球资产管理
（中国）、中房思彼思投资集团、港澳创意创新基地总裁，多年来一直专注于中国房
地产领域的创新与实践，拥有与多家知名企业合作的实践经验，并以独创的价值营销
结合丰富的创意理念，活跃在中国房地产行业的前沿领域。思彼思资产管理（集团）
由黄绍忠创立于2007年，专门从事商业地产服务，是少数拥有商业地产全链条服务
的公司，目前拥有文化、旅游、商业、儿童、安老、科技、电商和培训八大产业。在
亚洲还拥有中国香港和台湾、新加坡、日本等区域公司。除上海总部外，另有20家
公司，200多人团队、300多位行业专家，一年做将近100个项目，项目遍布全国80
多座城市。黄绍忠成功操作的项目为数众多，经典案例有：上海8号桥、成都音乐公
园、上海创智天地大学路、上海古北黄金城道、北京西单大悦城、上海大悦城、北京
悠唐生活广场、上海无限度广场、上海首席公馆、无锡荣巷、上海豫园、上海川沙古
镇、杭州清河坊、云南丽江古城遗产论坛中心二期、常州恐龙城、成都国际非遗博览
园、上海星河湾、上海浦江华侨城项目等等。
港澳创意创新设计中心（CIDC）港澳地区长期以来都是亚洲的科技创意发展中心，数码娱乐、电影、设计、漫画、出
版等在业内都享有盛名。而十多年前的内地市场，即使已有一批从事创意的先锋工作
者，但创意产业仍无明确定位。历经十余年发展，科技创意产业已成为城市经济发展
与城市软实力竞争的重要指标。港澳创意创新设计中心（CIDC）在此契机下，以积
淀多年的行业经验应时而生，通过搭建创新平台及海外展销等多元化的推广模式，提
升国际创意创新公司在中国的知名度，并帮助中国科技创意产业走向世界。
CIDC是为世界新型科技产品提供展示、支持、推介、开发、拓展的孵化器。为
香港、澳门以及内地的科技创意先锋、设计师、工程师及创新产业、创业人员提供国
际化的交流平台，提供高科技品牌优化、创意创新应用、创新科技孵化、金融服务外
包、商贸配对等全方位服务。CIDC的多样功能为参与高科技创意企业提供了全面配
套服务，科技创新企业可以集中力量和创意去发展自身产品及品牌。目前，CIDC已
落户镇江科技新城、上海8号桥创意产业园区，计划拓展至全国100余个城市，以期
在中国这些文化底蕴深厚且极具潜力的城市，打造能够激发创意灵感、分享国内外先
进科技理念，并汇聚国内外著名设计企业的中国顶尖科技创意和设计互动交流平台。
高端访谈
26 Spring 2015
YOUR WINDOW TOBUSINESS AND ECONOMICSIN CHINAPublished monthly since 1990, China Economic Review offers unparalleled insight into the China business environment.
China Economic Review’s formidable editorial and research team reports on and analyzes the huge changes afoot in the country.
China Economic Review is available on:
· Bilingual Monthly Magazine· Website· Mobile Website
www.chinaeconomicreview.com
China’s carbon emissions could save the world—or doom it
China, Coal & CO2
COVER STORY
CARBON DREAMS: The Chinese government is facing pressure from at home and abroad to deal with carbon pollution, but the solutions could create more problems
Spring 201528
COVER STORY
I hope the day will come when all you can see from
Tiananmen Gate is a forest of tall chimneys belching
out clouds of smoke.” -Mao Zedong, in comments
made on Tiananmen in October 1949
As with many stories in China, this one starts
with Mao Zedong.
Having just declared to Tiananmen Square the found-
ing of the People’s Republic of China, Mao soon thereafter
described a vision of central Beijing familiar to any who
might visit its main square in 2015.
Sixty-six years later Mao’s successor, Chinese Communist
Party General Secretary Xi Jinping, stood before an audience
in Beijing with US President Barack Obama to make a joint
announcement on carbon emissions, which was hailed in the
press as a landmark shift in how the world’s top two carbon
emitting nations would combat climate change. Mao’s vision
of a forest of smokestacks surrounding Tiananmen Square
looked set to crumble, its canopy of haze soon to dissipate,
much to the relief of the capital’s smog-choked residents.
Three months later and ten months from talks in Paris
that will determine whether humanity can control its carbon
emissions and in so doing avert global catastrophe, though,
China remains a wild card. The cost of the country’s seem-
ingly miraculous economic ascent can now be measured in
the coal burnt and carbon released to reach the country’s
present, towering financial stature. It is this dirtiest of fossil
fuels that has helped keep the Chinese Communist Party in
power and accountable to only itself—and thus in a position
perhaps more than any other group to determine whether
carbon emissions will pass the tipping point that will guaran-
tee an end to the climate as we know it.
But independent research has provided estimates where
the government has declined to comment, and the out-
look could be grim despite a recent slowdown in the coun-
try’s growing consumption of coal. Calculations by China
Economic Review based on these estimates show that
China could plausibly burn up 42-47% of the entire world’s
remaining carbon budget from now till mid-century.
In the last year Beijing has been more receptive to discus-
sion and collaboration addressing climate change than
“
Spring 2015 29
it has been before, but it has yet to
actually make any concrete, measura-
ble promises to curb its own emissions.
And while coal will almost certainly
continue to shrink in its overall share
of China’s energy resources thanks to
an impressive dedication to building up
renewable energy resources like wind
and solar, policy analysts and energy
industry sources agree that in absolute
terms the absolute amount of the black
rock burnt by china in the next one to
two decades will continue to grow.
And while the Chinese public has
become increasingly uneasy with the
cancerous smog that suffuses their cit-
ies, farms, schools and homes, there at
present appears to be little pressure on
authorities to do much more than get
rid of the haze. Policies already being
enacted look set to oblige by moving the
plants that pollute China’s skies to its
less-populous western provinces, then
connecting those to its crowded coast-
line with an electricity mega-transect.
Thus blue skies for Beijing may not
guarantee a low-carbon future for the
country or word at large.
Some are optimistic that China
can overcome its dependence on coal.
Certainly the price of failing to shrink
humanity’s carbon footprint is too great
to ignore—and China may face some of
the steepest costs. Intensified droughts
in its already parched north will be
punctuated by increasingly severe
storms and its coastline will continue to
shrink beneath a rising sea.
But at the recent United Nations cli-
mate summit in Lima, Peru, Chinese
negotiators seemed intent on sticking to
their old line: Since developed nations
had emitted so much carbon dur-
ing their own industrialization, it was
unfair to expect still-developing coun-
tries to forestall their own economic
growth for the climate’s sake. The coun-
tries present barely got the precursor to
a deal through, and that required days
of overtime negotiations.
“The outcomes of the Lima confer-
ence do not give much optimism for a
sound climate deal in Paris,” said Jost
Wuebbeke, a research associate focusing
on energy, raw materials, the environ-
ment and climate change at the Merca-
tor Institute for China Studies. “The
Lima decision neither determined a
specific end date for reducing emissions
nor transparent rules for proposing
country targets next year. The fact that
China was one of the leading countries
that pushed for watering down these
two aspects, it becomes unlikely that
China will propose a substantial target
for the Paris negotiations.”
Burning to growThat Beijing should argue it has a
right to burn coal is unsurprising in
light of that fossil fuel’s role in vault-
ing the West ahead the rest during the
19th and 20th centuries. Coal-fed steam
power drove the engine of industrializa-
tion in the United Kingdom, Europe,
America and later Japan such that they
could conquer, colonize or otherwise
subjugate the rest of the world —
including the two rising powers now
most concerned with the economic fall-
out of a hard carbon cap, China and
India.
China’s own coal consumption, a
proxy for carbon emissions, saw its first
big bump in the late 1950s, accord-
ing to figures from the China Coal
Information Institute. In those years
the use of coking coal - used for smelt-
ing - jumped as millions abandoned
their farms to attempt to forge steel in
backyard forges and vault China into an
industrialized state per Mao’s planned
Great Leap Forward. When over 30 mil-
lion starved and almost no tenable steel
was produced the plan was abandoned
and coal use slumped.
After Mao’s death and with Deng
Xiaoping’s rehabilitation, the industry
was revivified as market incentives were
introduced to coal mining and address
the country’s alarming electricity short-
ages. Small local mines flourished
alongside centrally planned mines, and
production began to boom. After a dip
following the Asian Financial Crisis of
1998 coal production and consump-
tion again zoomed to unprecedented
heights at unheard of speed after the
World Trade Organization made China
a member state in 2001.
Since then a sense of impending cri-
Historical CO2 Emissions by Country
40
35
30
25
20
15
10
5
0
19
65
19
69
19
73
19
77
19
81
19
85
19
89
19
93
19
67
19
71
19
75
19
79
19
83
19
87
19
91
19
95
19
97
19
99
20
01
20
03
20
05
20
07
20
09
20
11
20
13
An
nu
al
CO
2 E
mis
sio
ns (G
iga
ton
s)
5 9 3 7 5 9 37 5 9 3 7 5 7 9 3 5 7 9 3
China IndiaU.S. WorldJapan
COVER STORY
Spring 201530
sis has grown over humanity’s appar-
ent inability to come to an accord over
how, sometimes even whether, to limit
its emissions. That sense of panic was
compounded by a dense paper pub-
lished in the April 2009 edition of the
journal Nature (popularized by a 2012
Rolling Stone article), which lays out
the math behind what must be done:
To have a four-in-five shot at limit-
ing global warming to 2 degrees Cel-
sius and hopefully prevent catastroph-
ic climate change around the world,
humanity cannot release more than
565 gigatons of CO2 into the atmos-
phere during the 40-year period fol-
lowing 2010. That is a tall order, and
the challenge grows still starker look-
ing back over the total global emissions
from the decade prior: 303.05 gigatons
by the World Resources Institute’s esti-
mation. Of that, China accounted for
21.01%, or 63.68 gigatons.
In 2012, the most recent year for
which comprehensive data is avail-
able, it accounted for 9.86 gigatons,
or 26% of the global total according
to the European Commission. Going
forward, it will probably continue
to account for a high proportion of
global emissions provided the coun-
try adheres to its current coal-fueled,
increasingly consumption-driven
model of growth. That seems likely
based on a forecast from the Interna-
tional Energy Agency for 2014-2019.
As described by ChinaDialogue, the
report suggests China will add more
coal demand than any other country in
the world every year until sometime in
the 2020s, with China’s coal consump-
tion growing 2.6% until the year 2019,
up more than 100 million tons.
Under the working plan recently
approved at UN climate talks in Lima,
countries are supposed to publish emis-
sions plans in the first quarter of 2015
to lay the foundation for a final agree-
ment in Paris in December. Although
there is currently no official emissions
projection from China, independent
estimates do already exist for the coun-
try’s CO2 emissions over the coming
two decades.
At first glance, these appear to range
substantially: Best and worst-case sce-
narios laid out by the Energy Infor-
mation Agency for 2011-2035 hit a
cumulative low of about 186 gigatons
of emissions if the most stringent
COVER STORY
Spring 2015 31
restrictions are implemented, and
a aggregate high of roughly 332 giga-
tons without any policies whatsoever
(including those now in place). But nei-
ther of these numbers looks likely in
light of current policies.
That leaves four predictions from
the two studies that are more in line
with prevailing emissions trends for the
mainland (see chart below), the highs
and lows of which roughly line up.
The lowest estimate for 2035, which
an MIT study labels “Accelerated
Effort”, predicts annual emissions in
2035 of around 9.875 gigatons (down
from a peak in 2030 of 10.150 giga-
tons), which aggregates to a cumulative
total of about 237.8 gigatons of emis-
sions for 2011-2035. The highest esti-
mate predicts annual emissions in 2035
of around 12.938 gigatons (up from
12.7358 gigatons in 2034), for a cumu-
lative total of about 267.3925 gigatons
of emissions during the same period—
with both figures assuming a steady
rise during the years between those for
which estimates are provided.
Together these two totals provide
a plausible predictive range that helps
frame global emissions going forward:
In the course of the next two decades,
China could potentially exhaust about
42-47% of the entire world’s allotted
carbon budget from 2010 to mid-centu-
ry. That would hypothetically leave only
around 297.6-327.2 gigatons left for the
rest of the world to emit over the next
35 years.
Wubbeke, at the Mercator Institute,
suggested that if China wanted to make
a significant contribution to keeping
carbon emissions from hitting the dan-
ger zone, its emissions would need to
peak in 2020 based on the IEA’s most
recent estimates for CO2 concentration
in the atmosphere. That would fall in
line with the most optimistic projection
from the IEA known as the “450 Poli-
cies” (green line).
“However, if China’s emissions
would peak in 2030, it would fail to
make its individual contribution to
limiting the CO2 concentration to 450
[parts per million],” the maximum
global concentration at which more
catastrophic global warming might be
avoided, Wubbeke said. “The recent
agreement with the US indicates that
China will go more in the direction of
the ‘New policies’ [blue line] scenario
and not the ‘450 ppm’ scenario.”
The above projections are just that:
Projections. The global energy indus-
try is notoriously unpredictable, with
common sense among experts regu-
larly upended by developments such
as the hydraulic fracturing (fracking)
boom in America, which has helped
boost US oil production since 2008 by
over 50%. But in lieu of any nation-
wide projections from Chinese author-
ities, predictions like those from the
IEA and MIT provide the best available
yardsticks for measuring future official
predictions and promises as countries
around the world prepare to submit
figures to the UN ahead of the Paris
convention next November. Of late,
neither China’s words nor deeds have
been encouraging.
Relative guaranteesDuring November’s APEC meeting in
Beijing, Chinese President Xi Jinping
made a joint statement with US Presi-
dent Barack Obama that was deemed
“historic” by many. But for China it
did not entail any sort of commitment
to decreasing total emissions. In the
statement itself, the PRC explains that it
“intends to achieve the peaking of CO2
emissions around 2030 and to make
best efforts to peak early.”
The statement also says China
“intends to increase the share of non-
fossil fuels in primary energy con-
sumption to around 20%” by 2030.
While not actually a binding pledge,
bringing so much more non-fossil fuel
energy into play—including nuclear,
which China is keen to develop domes-
tically—would be an incredible gain
over these sources’ share of 10.95% in
2013. Greenpeace climate and coal pol-
icy researcher Li Shuo told The New
York Times that China would need
to add 800-1,000 gigawatts of power
generation capacity from renewable
sources in the next decade-and-a-half
18
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10
8
6
4
20
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15
20
17
20
19
20
21
20
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20
25
20
12
20
14
20
16
20
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34
20
35
Gig
ato
ns o
f C
O2
Current Policies (IEA)
No Policy (MIT)
New Policies (IEA)
Continued Effort (MIT)
450 Policies (IEA)
Accelerated Effort (MIT)
Projections for China’s Annual Carbon Emissions 2011-2035
COVER STORY
Spring 201532
to meet the goal, a figure made all the
more remarkable by the fact that the
country’s current capacity tops out at
about 1,250 gigawatts from all sources,
including coal.
However, even these gains would
only mean a decrease in emissions if
energy demand stopped growing. It is
true that increases in renewable energy
for China to date have been impressive,
and in terms of sheer scale put most
other countries to shame. But these
have yet to put a dent in China’s ris-
ing emissions: Between 2003 and 2013,
renewable energy’s share of total energy
consumption in China grew from less
than 1% of total energy consumption
to 3.83% even as annual CO2 emis-
sions more than doubled over the same
period, from roughly 4.34 gigatons to
9.53 gigatons, according to the latest
figures from the BP Statistical Review of
World Energy.
Similar issues arise when pinning
hopes for decreased emissions on the
“decoupling” of GDP from carbon
emissions globally. The case of China is
no exception: In its 2012 report, China
2030, the World Bank suggested that
carbon emissions (and pollution) were
increasing for China at a pace slower
than economic growth in such a way
that suggested high growth was com-
patible with lower carbon emissions.
This meant China (along with other
members of the BRICS countries) could
remain economically competitive by
continuing on its established develop-
ment path without too much worry,
since greater efficiency would naturally,
gradually reduce its CO2 footprint.
But while more economic growth
has been achieved relative to the
amount of carbon emissions produced
by rapidly developing countries, their
emissions have still grown substantially
in absolute terms.
Even so, Jiang Kejun, a fellow at the
Energy Research Institute at China’s
National Development and Reform
Commission, said he believed China
could still do its part to keep global car-
bon emissions down in line with the
goals set forth by the UN International
Panel on Climate Change. For Jiang,
peak CO2 wasn’t a matter of if, but
when.
“The question for us is how early we
can reach the peak,” he said. “2030 of
course is not our target.” Jiang was care-
ful to point out that his opinions were
not those held by the NDRC, but was
willing to give his own opinion. “If you
ask me as an expert, I think I’d prefer to
say China should peak [its] CO2 emis-
sions before 2025.”
But Jiang was not suggesting that
such efforts did not face resistance.
While strict and effective carbon con-
trol was possible for China, he said
government policy makers were still
too focused on the economy. “It will
still take some time to go ahead with,
for example, how to make real carbon
pricing—emissions trading or a carbon
tax—happen. We do see very big bar-
riers from the middle level of govern-
ment.”
The bedrock of Chinese lead-
ers’ legitimacy, though, is continued
economic growth. Barring economic
disaster, the country will continue to
demand more and more energy. That
means it will likely devour more coal,
the most carbon-intensive fossil fuel,
which also happens to be China’s most
abundant natural energy source.
Projections for China’s Annual Carbon Emissions 2011-2035
2003
1983
Coal
Oil
Hydro
Gas
1993
Coal
Oil
Hydro
Gas
Nuclear
Coal
Oil
Hydro
Gas
Nuclear
Wind
Geo Biomass
Other Renewables
2013
Coal
Oil
Hydro
Gas
Nuclear
Wind
Solar
Geo Biomass
Other Renewables
COVER STORY
Spring 2015 33
Beyond the Bund
Shanghai has seen rapid eco-
nomic growth in the past 10
years. Intensive urbanization
and robust business expansion resulted
in high occupancy and rent increases
even for existing obsolete buildings in
the CBD, due to limited Grade-A office
space being available. Meanwhile, land
supply shortages and high resettlement
costs also prevent new office buildings
being built to replace obsolete stock.
High operational costs due to con-
tinuous increase in wages and rents are
forcing more and more Chinese and
multinational companies to start look-
ing into decentralized locations for
alternative office spaces to cut costs.
However, not many options are avail-
able due to undesirable locations, lack-
ing adequate infrastructure support
and quality amenities needed to resist
a brain drain.
Mapletree specializes in develop-
ing decentralized office park with retail
amenities at emerging locations. One of
the most remarkable examples of this
business model is Mapletree Business
City (MBC) in Singapore, located mere-
ly 20 minutes from the city centre and
close to highways and MRT stations.
With a sustainable rental cost, self-suffi-
cient amenities and long lease term, this
signature development achieved high
occupancy rates, with many blue chip
companies relocating their regional
headquarters to the development.
Modeled after this signature brand,
the group’s new premier business fran-
chise in southwest Shanghai – MBC
Shanghai, located in the emerging
Minhang district – is offering a cost-
effective solution for companies seek-
ing office space with Grade-A specifi-
cations, retail amenities and infrastruc-
ture support at more sustainable rent
levels.
Emerging New Business Centre
Consisting of three 7-storey, three
16-storey and one 20-storey interna-
tional Grade-A office towers, MBC
Shanghai is offering a total gross floor
area of 200,000 square metres (sqm).
All seven office buildings feature high
Finding top-quality offi ce spaces in Shanghai—without breaking the bank
FEATURE STORY
Spring 201534
floor efficiency of over 83% with large,
column free floor plates ranging from
2,200 – 2500 square metres. With high
occupancy loading designed to accom-
modate more working professionals,
such features significantly help tenants
to reduce operational costs while still
enjoying a top-tier office environment.
A world-class shared business cen-
tre is also being built to further help
tenants save costs by avoid renting
expensive MICE venues or building
large meeting rooms with low utiliza-
tion in their own premises. The busi-
ness center is equipped with a multi-
purpose hall with 350 retractable seats
and two large meeting rooms with
collapsible partitions available for all
tenants’ activities, as well as a state-of-
the-art tele-presence room for cross
location conferencing.
The adjacent 120,000sqm VivoCity
Shanghai mall, another signature brand
developed by Mapletree, provides full
scale retail services with over 40% being
F&B outlets catering to the gastronomi-
cal needs of the large working popula-
tion in the vicinity. VivoCity mall is
one of the most successful shopping
destinations and the largest of the kind
in Singapore attracting a footfall of over
4 million a month. Building on this suc-
cess, VivoCity Shanghai is envisioned
as an iconic retail, entertainment and
lifestyle destination, offering family and
service orientated facilities with expan-
sive rooftop garden and ample open
space for shoppers.
With its excellent master planning,
Mapletree Business City Shanghai and
VivoCity Shanghai have been awarded
the Best Chinese Futura Mega Project
in the 2014 MIPIM Asia Awards dur-
ing its development stage for distinc-
tion in design.
Excellent Connectivity
Over the past decade, Minhang has
transformed from an industrial base
into a thriving, exciting business cen-
tre, serving as a vital gateway to Shang-
hai via its International Hongqiao
Transportation Hub, the largest of its
kind in the world.
Mapletree carefully selected this spe-
cific location during the planning stage,
taking into account direct MRT access
to two metro lines, linking MBC Shang-
hai and VivoCity Shanghai to 16 other
metro lines and all parts of Shanghai.
Line 12 will be put into full operation
by the end of 2015, while Line 17 will
provide crucial connections to Hong-
qiao Transportation Hub. A pedestri-
an tunnel from the MRT will ensure
immediate and secure access to the 7
office towers of MBC, rain or shine.
Thanks to its close proximity to
Hongqiao Transportation Hub, ten-
ants of MBC Shanghai are also able to
take full advantage of the interconnec-
tivity choices of the airport and high
speed rail, reaching neighbouring cities
within a mere 1-hour the transporta-
tion hub, as well as providing superb
access to locations across Asia and the
rest of the world.
Sustainable Workplace
Pre-certified at LEED Gold level, MBC
Shanghai is meticulously designed to
minimize its environmental impact by
incorporating cutting-edge green tech-
nologies, including a unique air filtra-
tion system to remove unhealthy PM2.5
particles and ensure fresh air intake in
the building, comprehensively address-
ing increasing concerns about poor air
quality in China. The air-conditioning
system is rated at 0.55kw/ton, the most
efficient district cooling system built
in the region. The resulting savings in
energy can be passed on to tenants—
particularly those who need extended
operational hours.
MBC Shanghai incorporates lush
landscape that takes up 40% of the
entire premises, with gardens, forest
paths, landscaped green roofs, and
panoramic vistas of the adjoining lake
providing ample green space for the
new generation of professionals who
are less deskbound and prefer an unre-
stricted working space.
With all the features vital to a pro-
ductive high-quality workplace and its
location in a fast-emerging business
district with excellent connectivity,
solid infrastructure support, conven-
ient transportation links, and by offer-
ing high-quality office specifications
replete with top-notch facilities, green
features and full-scale retail and service
amenities, MBC Shanghai addresses
the needs of large multinational com-
panies and leading Chinese businesses
as look beyond the superficial for a
truly sustainable home in Shanghai.
About Mapletree
Mapletree is a leading Asia-focused
real estate development, investment
and capital management company.
Headquartered in Singapore, Maple-
tree operates in 15 cities across seven
countries with more than 1,700
employees. Its strategic focus is to
invest in markets and real estate sec-
tors with good growth potential in
Asia. By combining its key strengths as
a developer, an investor and a capital
manager, the Group has established a
track record of award-winning projects
in Singapore and delivered consistent
and high returns from across various
real estate classes in Asia.
FEATURE STORY
Spring 2015 35
封面故事
聚焦上海经济热点对经济热点和消费潮流的理性观察文 | 望潮
Spring 201536
夜上海，夜上海，你是一个不夜
城……”这首经典老歌咏唱着
一段逝去的花样年华。“上海个风吹到西
又吹到东……亲爱个上海，明朝侬又要吹
啥个风？”而“顶楼的马戏团”的沪语
歌，道出了新上海的亦真亦幻、变化莫
测。
今年是浦东开放25周年。几十年来，
引领中国经济成长之风骚的上海，连连变
换着身姿向着国际大都市的方向靠拢。而
在这个蕴涵着特殊意味的羊年，在中国经
济进入“新常态”的大背景下，面临转型
蜕变的上海，有哪些经济热点和消费潮
流？怎样应对机遇和挑战？
热点一：上海自贸区连锁效应上海自贸区好像是魔术师手上的魔术
棒，随便耍两下，就会变出很多奇妙的玩
意。先来看它的扩容，去年底扩大到了陆
家嘴金融片区、金桥开发区片区和张江高
科技片区，将浦东最有含金量的区域一网
打尽。再看它的国际化步伐，今年2月初
8家大宗商品现货交易市场落户自贸区，
这“八大金刚”均为外国机构可以直接入
场交易的国际交易平台，契合国际化的定
位，据分析是为争取国际定价权而落子布
局。还有一项是2月9日开始试点的平行进
口汽车，指未经品牌厂商授权，贸易商从
海外市场购买，并引入中国市场进行销售
的汽车，也被称为“灰色进口汽车”。它
可以打破4S店对进口汽车的垄断地位，使
进口汽车回落到合理的价格。但缺点是不
能享受4S店的服务，从而加大汽车经销商
的成本。因而一些企业尚在观望中。自贸
区带来的连锁效应远不止这些，还有跨境
电商，近期允许区内外资电商可以100%
持股，亚马逊则计划在自贸区建立中国国
际贸易总部和物流仓储中心。
对自贸区的作用不应过度期许。目
前上海自贸区还存在着对外资吸引力不
够、金融业开放度不大等问题，更要面对
广东、福建和天津自贸区的竞争，下一步
当加大开放力度和步伐，以开放来倒逼
改革。
热点二：金融改革与创新今年1月，上海第一家民营银行上海
华瑞银行获准开业。这家银行也设立在自
贸区内，显示了自贸区金融改革创新对上
海金融创新的引领作用。金融创新是建设
国际金融中心的题中之义。今年上海将支
持扩大人民币跨境使用，拓宽境外人民币
投资回流渠道，促进人民币资金跨境双向
流动。还将支持金融市场产品创新。支持
原油期货、ETF期权等新产品上市交易，
推动信贷资产证券化创新试点。加大金融
对科技创新、文化创意、“三农”和民生
社会事业的支持力度。互联网金融也将获
得更大的支持。最重要是营造有利于金融
创新的发展环境，改革金融体制和机制。
热点三：建设全球科创中心上海建设“有全球影响力的科技创新
中心”的讨论热了。上海官方今年已把建
设科技创新中心列为一号调研课题，完整
的建设方案也将在今年5月提出。显然，这
与上海的转型升级有着直接关联。然而，
建成全球科创中心谈何容易。在福布斯发
布的中国城市创新力排行榜，上海位居深
圳、苏州、北京和杭州之后，仅列第五
位，排名不容乐观。
创 新 也 是 中 国 经 济 面 临 的 巨 大 课
题。以科技创新而言，从政策大环境看，
就与发达国家差距甚大。比方对于基础
研究的投入，美国占GDP的0.5%，日
本也有0.4%，而中国近几年才占到
封面故事
“
Spring 2015 37
GDP0.1%。而知识产权的保护、科
技创新的激励机制、人才发挥创新力的软
环境，均存在不如人意之处。特别是创新
人才从何而来的问题，有些专家以为可以
花费巨资从全世界引进顶级创新人才，如
此则全球科创新指日可待。事情真有如此
简单么？如果大环境不适宜，体制机制没
有创新，顶尖人才来了也难有大作为。此
外，科创中心建设不能限于出科技成果，
而要让科技成果实现产业化应用。
民盟上海市委提出加快创新城市建设
的三条路径：政府应少点规划多点放开，
科技人员应少些评奖多些转化，人才应少
谈培养多谈土壤。这样的建议多多益善，
职能部门当在充分听取和吸收这些建议的
基础上制定规划和政策，应有所为有所不
为，不应大包大揽。要让企业和科研人员
发挥自主性和更大的作用。
热点四：国资国企改革上海市国资委透露，今年上海国资国
企改革将重点关注优化结构、发展混合所
有制经济、启动资本流动项目等。将建立
国资流动平台制度，形成专业化的平台规
范运作模式，稳妥处理好市国资委与流动
平台、与被持股企业，以及流动平台与被
持股企业之间的关系，推动国资流动实现
规范透明、程序科学目标。
今年上海还将加快推动符合条件的企
业集团整体上市或核心业务资产上市，推
动企业引进战略投资者。以打造公众公司
为主要途径推进混合所有制经济发展。上
海国企集团旗下的上市公司有望迎来新的
发展机遇。
国字号改革过程中当警惕国有资产流
失，避免普通员工利益受损，当接受社会
公众的监督，而成果则应当让民众分享。
热点五：创业与创业投资创业热了，创客也热了。实际上，近
几十年，从全国范围来看。创业始终没有
冷却过。当然，现在最热的是互联网大数
据领域的创业。而创业离不开资金支持。
去年上海市提出财政将连续三年每年新增
安排市战略性新兴产业发展专项资金10亿
元，专项用于补充上海市创业投资引导基
金。上海雄心勃勃，提出到2017年基本
实现“五个一”计划：集聚打造一批业界
有影响力的品牌创业投资企业，总数达到
100家；引导带动一批创业投资资本，新
增超1000亿元，并投资培育一批新兴产业
细分行业的领头羊企业、总数超1000家。
从而将上海打造为具有国际竞争力和影响
力的创业投资中心。
浦东新区今年2月初出台鼓励市民创
业的政策：上海户籍市民创业者可提供20
万元以下的贷款免担保。新政涉及创业贷
款担保、创业贷款贴息、创业房租补贴等8
项补贴，受益范围有所扩大，补贴额度也
有提高。
政策如斯，民营企业也不甘寂寞。今
年1月，腾讯上海创业基地挂牌，入驻开发
者将享受至少半年的场地免租、种子项目5
万元科研补贴、公司注册孵化奖励等多重
政策优惠。
上海有深厚的“白领文化”，创业
活动一直不够热。关键是要明确为什么创
业？为创业而去创业，难免华而不实。全
民创业不现实，如果人人创业，宁为鸡头
不为牛后，大企业从何而来？
热点六：文创产业和旅游产业英国威廉王子跑来上海推介“创意
英伦”，希望与中国共同发展创意产业。
而上海已被联合国教科文组织授予“设计
之都”称号，创意产业有一定基础，并且
正在进入发展快车道。如浦东新区提出将
按“七核两轴”建设文化发展带。迪士尼
区域将推动具有丰富文化内涵的旅游品牌
开发和建设。在滨江文化消费轴上，今年
将吸引文创企业入驻民生滨江文化城，计
划于2016年对外开放，将构筑适合市民消
费休闲的文化体验区。
封面故事
要让科技成果实现产业化应用
Spring 201538
上海迪士尼乐园将与2016年开园，
对旅游和周边产业的刺激带动是显而易见
的。然而，这也是极具争议的项目。开园
之后将与东京、香港迪士尼乐园争夺客
源。在地理位置如此相近的区域内，开张
了3家迪士尼乐园，结果会怎样呢？
热点七：购物中心密集开张有数据显示，目前上海已有20家左右
奥特莱斯。今年1月，坐落于浦东新区祝桥
镇的奥特莱斯开门营业，成为上海营业面
积最大的同类型购物中心。按照计划，迪
士尼乐园也会开建奥特莱斯，届时浦东新
区将出现两座同类型购物中心。另有数据
显示，今年上海将有300万平方米商业设
施建成后投放使用，特大型购物中心将达
36家。预计未来3年上海人均商业面积将
突破3平方米。
站在消费者立场，商业面积扩容，购
物中心密集分布，逛街购物将更为便捷。
但是，事情还有另一面。汪亮等上海政协
委员在提案中指出，截至去年末，上海超
过5万平方米的特大型购物中心已达130
家，上海人均商业面积达2.8平方米，超
过香港2.1倍，超过伦敦3倍。上海商业面
积已经严重过剩。业内行家指出，许多已
建成的大型商业设施将面临沦为空城的危
机，进而损害整体商业环境。
热点八：生鲜电商和直销商品上海地处水网密布的江南水乡，东临
大海，俗话说“靠山吃山，靠水吃水”。
上海人爱品尝水产品和海鲜，天经地义。
在当今移动智慧能时代，上海人购买生鲜
食品的渠道也升级改版，生鲜电商省时省
力，走俏也在情理之中。而前提是网购消
费的热潮。去年全年上海实现电商交易额
1.4万亿元，占全国10%以上。上海市商
务委预测今年电商交易额将增长20%。
生鲜电商指用电子商务的手段在互联
网上直接销售生鲜类产品，如新鲜果蔬、
生鲜肉类等。有调查显示，人们对健康消
费的需求激活了生鲜电商市场，全国生鲜
电商现在已经有3万家。上海本土生鲜电
商群体正在崛起，位于浦东新区的上海农
产品中心批发市场生鲜电商孵化基地已开
园，农产品生鲜电商将借助传统农产品批
发市场实现O2O线下落地。
上海市民瞄着国际水准，表现之一就
是对洋货的追捧。海关统计显示，去年上
海进口消费品2750多亿元，同比增长超过
18%，占全国消费品进口总值近30%，是
消费品进口最大的省市。而进口直销中心
起到了推波助澜的作用。
上海人有口福了，不出上海，甚至
不出市中心就可以买到低价的进口生鲜食
品。这股风潮起自去年夏季。外高桥进口
商品直销中心自贸区店甫一开张，顾客即
蜂拥入店抢购进口海鲜和水果。直销中心
乐开了花，赶紧开出分店。今年又与地产
大佬绿地集团合作，将直销中心店面开进
了市中心徐汇和长宁的绿地商业中心。喜
爱尝鲜又讲究实惠的上海人，还会将这股
风潮越掀越热。春节前徐汇店开张第一天
就人流如潮，店方不得不暂时关店，避其
锋芒。
美国食品工业协会预测，中国进口食
品销量将以年均15%速度增长，到2018年
中国将成最大进口食品消费国，市场规模
可达4800亿元人民币。看来，全国人民都
爱享用进口食品，上海饕餮客就放心大胆
地去“爱我所爱”吧。
热点九：健康消费受青睐雾霾沉沉，挥之不去。柴静的《穹顶
之下》再度激发人们对经济增长与环境污
染关系的思考，也彰显健康生活的珍贵。
亚马逊预测今年中国网购将呈现全民健康
趋势，消费者更加关注居家环境的健康，
尤其对与空气、水健康相关的产品保持较
高需求。与健康相关的消费产品包括：高
端生态粮食素菜水果、空气净化器、高质
量矿泉水、体育健身器械、医疗旅游、移
动医疗和电动汽车等等。上海已经进入人
口深度老龄化阶段，10年后老年人将超
600万，将形成巨大的养老和医疗消费市
场。但也应防止鱼目混珠、打着健康产业
旗号以及针对老年市场的商业欺诈和夸大
宣传行为。
热点十：文化演出持续看涨上海演出市场发展呈现新趋向，全
国民营剧团机构纷纷入驻上海，同时上海
剧场建设出现井喷，为演出市场发展提供
动力。到今年底，上海新改建剧场将达
30家。如位于嘉定的上海首个水景剧院保
利大剧院；更多的新剧场蓄势待发，长宁
区天山路威宁路的缤谷广场将建成剧场群
落；徐汇南滨江已入驻梦工厂等大型文化
机构，未来创意演出场所可能超过10家；
徐家汇美罗城音乐剧场、复兴西路上海电
影院改造成话剧剧场、环球港剧场与小型
演艺秀场、万达广场演艺院线配套剧场
等，众多的文化演出展览场馆均都在破土
动工。预示着新一轮文化演出热潮即将奔
涌而至。
城市的实力不仅体现在GDP总量、
拥有多少商业中心和高楼大厦，文化氛围
的塑造不可忽视。市民文化素质可以从优
秀文化演出展览受欢迎的程度窥其一豹。
文化演出持续看涨，但愿不是作秀式的风
潮，而是人们发自内心的真实需求。
结语：在展示热点和潮流的同时，
更需要冷静理性的思考，因为机遇与挑战
是相伴相生的。西谚有云，“城市的空气
使人自由”，人们不但希望在城市里呼吸
到洁净无污染的空气，更希望能自由地思
考、生存和发展，这就需要体制机制的改
良，法治环境的营造和社区自治机制的创
设等等。美国学者刘易斯 • 芒福德（Lewis
Mumford）曾说“城市是文化的容器”。
上海应该思考，在经济成长的同时，这座
城市将会结出怎样的文化之果。
封面故事
Spring 2015 39
CULTURE
China’s fi lm industry begins to industrialize
Genre bending
2014 was in many ways a banner
year for China’s film industry.
The country’s total box office
take grew 36% to nearly RMB 30 billion
(US$4.8 billion), of which local films
took an impressive 54%, according to
the State Administration of Press, Pub-
lication, Radio, Film and Television.
At last count there were 23,600 movie
screens nationwide, of which 5,937 had
been added in 2014 alone, with more
still to come as cities nationwide remain
generally underserved by cinemas.
That growing number of theaters in
smaller cities throughout the country
is changing the makeup of the movie-
going public, who in turn are upend-
ing the foundations of Chinese cin-
ema itself. 2014 saw marked changes
in mainstream film quality, director
origins and the boundaries by which
movies themselves are divided. A film
landscape dense with domestic cultur-
al touchstones and strict government
regulation remain serious obstacles
to mainland films’ appeal abroad and
often at home. But improvements to
copyright law enforcement, the emer-
gence of mobile video as its own for-
mat and introduction of more dynamic
sources of funding and production now
promise to further industrialize and
revolutionize Chinese cinema—for bet-
ter and worse.
Critically speakingFew are as familiar with Chinese cin-
ema as Raymond Zhou, columnist for
China’s biggest movie magazine, Movie
View. Zhou, who recently published
a book recapping the most influential
films and industry trends over the last
decade, pointed to what he viewed as
the major development of 2014: Bad
movies. Lots of them.
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lines, a change much like that seen in
South Korea during the 1990s. This has
freed up local directors to begin explor-
ing more film genres such as romantic
comedies, road movies, legal thrillers,
horror films and (Eastern) Westerns, to
name a few.
“If you look at the top ten local films
in China last year, there’s a remarkable
range, especially when compared to the
narrow range of films emerging from
the Hollywood studios,” Cremin said.
“The top ten Hollywood films last year
across Asia were basically fantasy/sci-
ence fiction films.”
Michael Keane, a professor of
Queensland University of Technology’s
creative industries faculty and author
of an upcoming book on creativity in
Chinese television and film said that
in certain ways the references made by
some top-tier Chinese directors to get
their message past censors’ pens might
hit home for theatergoers on the main-
land, but can trip up a film’s reception
abroad.
“This makes it very hard to inter-
nationalize Chinese culture because
there’s so much parody and there’s so
much depth in Chinese culture that
doesn’t translate,” Keane said.
Keane said that while some direc-
tors are able to wrangle more wriggle
room out of authorities during film-
ing, the script submission and approval
process required to even begin produc-
tion ensured that there would remain
hard limits on what content could
be screened—at the cost of popu-
lar approval. The government’s cur-
rent anti-vulgarity campaign has also
become a concern, since it’s out of tune
with domestic audiences’ taste.
“The two biggest December releas-
es, Jiang Wen’s ‘Gone with the Bul-
“It’s not just one man’s opinion.
It’s well accepted that most of the best-
selling films in 2014 were either bad
or mediocre,” Zhou said, adding that
there was “almost a reverse correlation
between quality and box office results.”
Where years prior saw at least a few
solid films make bank in China, Zhou
said none of this year’s blockbusters
attained any real critical success com-
pared to the lower-brow likes of “The
Breakup Guru” or “Where Are We
Going, Dad?”
“Yeah, the box office is going up—
it’s almost half of the United States’
market right now. But the quality is
nose-diving, and the thing is, if you say
it too clearly, people will chew you out,”
he said.
Zhou’s criticism of the 2013 film
Tiny Times for its glorification of mate-
rialist consumer culture famously drew
the ire of innumerable online fans, but
he is no longer quite so outnumbered.
Organizers at the increasingly popu-
lar Golden Broom Awards, which polls
the online public to pick China’s worst
movie every year, told The Wall Street
Journal that last year marked “the most
shameless, uncreative, dreadful” period
in the country’s cinematic history.
Stephen Cremin, publisher of Film
Business Asia, said studios playing to
smaller cities with critically panned
movies like last year’s “Tiny Times 3”
and “The Breakup Guru” wasn’t unique
to mainland China, as the same trend
could be seen in Taiwan and Vietnam
as movie theaters achieved greater pen-
etration. But he added that China has
also seen the emergence of celebrity film
directors such as star writers Han Han
(The Continent) and Guo Jingming
(Tiny Times 1-3) and the actors Jiang
Wen (Gone With the Bullets) and Deng
Chao (The Breakup Guru).
Beyond director background and
even film quality, though, there is
another seismic shift in Chinese cin-
ema that has upended the nature of the
industry: Movie genres.
Genre boundariesBoth Zhou and Cremin pointed to
the emergence of genre cinema as the
dominant trend in the last three to four
years as older generations’ preferenc-
es lost their hold on studios’ bottom
Spring 201542
CULTURE
DREAMS OF STATUES: Suzhou’s Cultural and Arts Center, permanent home to China’s annual Golden
Rooster Cinematic Awards
lets’ and Tsui Hark’s ‘The Taking of
Tiger Mountain 3D’ both had difficul-
ties negotiating censorship,” Cremin
said. “And a real concern going forward
is one of self-censorship, if producers
and investors play safe and don’t push
boundaries.”
Generally, 90% or more of revenue
has to come from theatrical release,
with exhibitors—the companies that
actually screen the films—generally tak-
ing 50% of box office, and 8% going to
various taxes, Cremin said. What’s left
mostly goes to distributors, who still
face marketing, production and acquisi-
tion costs and potentially have to share
profits with copyright holders. That has
helped push investors to favor safer bets
over groundbreaking new efforts.
But here, as with many sectors in
China, the Internet is upending once-
safe assumptions and traditional rev-
enue streams.
BAT businessThe recent emergence of movie funding
from domestic Internet firms reflects
the future of the medium as consump-
tion in China goes online and mobile.
Where once video streaming was a law-
less frontier of rampant piracy on main-
land sites, it is now significantly more
regulated by hosting services who are
keen to enforce IP laws in pursuit of
profit.
This puts China’s Internet behe-
moths in a position to insert themselves
into the industry’s future, one where
they can serve as producers, distribu-
tors and exhibitors. During last year’s
Shanghai International Film Festival,
Chinese studio Bona’s chairman Yu
Dong said that the dominant film stu-
dios of the future would be Baidu, Ten-
cent and Alibaba (commonly referred
to as “BAT”) with all the current stu-
dios servicing them.
“After a lot of talk in 2014, this is
the year that Alibaba Pictures--and
also Tencent Pictures, iQiyi Films and
Youku-Tudou’s Heyi Pictures--will
have to position themselves in the mar-
ket,” he said. Tudou’s Gary Wang has
also joined the scrum by funding Light
Chaser Studios, a new animation outfit
he hopes will one day give dominant
western animation studios a run for
their money.
But while BAT-produced content
may become the future of the coun-
try’s filmmaking industry, Zhou said he
wasn’t holding out much hope it would
serve as Chinese cinema’s salvation.
“They use data, and data tells them
what kind of movies should be made,”
Zhou said. “I think that’s pushing
filmmaking even more in that direc-
tion that’s already being worsened by
the booming of movie theaters in small
cities.”
The future of Chinese film may well
be more groundbreaking, dynamic and
responsive to consumer demands than
ever before. That doesn’t mean it will
start churning out critically successful
movies any time soon, but as Trans-
formers 4’s record-smashing US$300
million box office gross in China last
year showed, critical quality and profit
quantity need not always go hand-in-
hand.
Spring 2015 43
CULTURE
THE OLD DAYS: The Paramount Nightclub in Shanghai, symbol of China’s cultural power in another era
还原创客创业只是人生的多种选择之一
创客近来又重新走俏。中文维基百科
称：“创客概念来源于英文Maker
和Hacker两词的综合释义，它是指一群
酷爱科技、热衷实践的人群，他们以分享
技术、交流思想为乐。”百度词条的解释
是：“创客源于英文Maker，指出于兴
趣与爱好，努力把各种创意转变为现实的
人。”在移动智能和大数据时代，创客在
创新型创业活动中扮演着至关重要的角
色。
创业学和创业教育早就输入国内，上
海高校中以创业为名的学院已不止一家，
创业培训机构更是遍地开花，创业导师也
是满天飞。创业教育的从业者，抑或是创
业者本身，也满是王婆卖瓜的劲。创业在
他们嘴里，被编织成可伸缩的空筐，什么
时髦的概念都往里塞。与当年风靡一时的
成功学相仿，创业被熬制成近乎包治百病
的灵丹妙药和心灵鸡汤，也让一堆创业导
师有了用武之地。
创业能力真的可以靠后天习得么？美
国麻省理工学院斯隆商学院教授创业课程
的比尔 • 奥莱特（Bill Aulet）信誓旦旦地
宣称：“创业是一种可以习得的能力。”
在《自律型创业》中，奥莱特着重研究了
创新型企业创业，“此类创业者往往会组
建团队，利用其他公司不具备的技术、流
程、商业模式或其他创新优势实现创业。
对他们来说，管理控制企业是次要的，如
何创造出巨大财富才是他们真正感兴趣
的目标。为此，他们经常会出售公司的股
份，以实现更加宏伟的企业发展。”显
然，创新型企业创业者可归入创客一类。
何谓创新？美籍奥地利经济学家熊彼
特的创新理论认为，创新是指企业家对生
产要素进行重新组合，涵盖了产品创新、
技术创新、市场创新、资源配置创新和组
织创新五种情况。管理学家德鲁克对创新
与企业家精神的论述更是耳熟能详，“创
新的焦点永远是市场，不是产品”。奥莱
特的定义是：创新=发明创造×商业化。
“创新并非发明创造与商业化之和，而是
两者之积。换言之，只有商业化而无发明
创造，或者只有发明创造而无商业化，都
不会出现创新。”他如此写道
换而言之，在创业活动中，创客不
见得是新技术、新创意的原创者，却擅长
把创新转化成符合市场需求的商业模式。
“成功的创业者必须首先是优秀的商业化
代理人。”奥莱特强调。比尔 • 盖茨和乔布
斯即为此中高手。
如此，创业活动中的创客也就褪去
光环，还原功利主义的商业面目。曾几何
时，一批骤然暴富的创业家被奉若神明，
他们的片言只语被编成《砺志语录》，在
粉丝心目中，他们不仅是商业导师更是人
生导师，而从功利主义价值观出发，两者
几乎可以划等号。
有些人会提到马克斯 • 韦伯，暗指当
代创业家与“新教伦理”之间的关系。殊
不知中西方文化背景迥异，橘逾淮为枳，
西方资本主义精神移植到东方就会变味。
更何况，西方世界也在多元化，乔布斯不
就是“禅者”么。而韦伯的对手桑巴特
（Werner Sombart）早就针锋相对地揭
示了奢侈消费对资本主义的促进作用。
创客的内在驱动力究竟是什么，也许
并不重要。既然是在商业化大背景下的棋
子，必然难脱功利两字。需要追问的是，
为什么砺志与创业牵扯上关系便功利化、
庸俗化了？为什么大多数砺志故事被简化
成发家致富和出人头地的创客传奇？人生
的道路千条万条，在某些人眼里，似乎只
有创业这一条“正途”。这才是其误尽天
下苍生的荒诞之处。
编者注：本期创业专题包括《还原创客》
《谁是新创客》《问道移动云海》和《网
络奇幻修真记》四篇文章。百度、阿里巴巴和腾讯对移动互联网进行战略布局
话题
Spring 201544
谁是新创客文 | 晨曦
新创客是指通过互联网或移动端大数
据将新商业模式和新创意付诸实
践的创业者，这是我给这个群体赋予的定
义。本文中的几位，并不在研判他们的成
与败，也不在于提供可资借镜的案例，而
是希望用 简单的笔墨，描摹他们的生存
状态。
李杰：O2O洗衣这个1987年出生的小伙子做着有点
婆婆妈妈的洗衣业，不是街边习见的干洗
店，而是基于网络的O2O洗衣。
跟很多砺志故事如出一辙。李杰出生
在福建武夷山附近的小山村，家境贫寒。
考上大学后，因家庭经济压力不得不退
学，跑到福建泉州的工厂当工人。后来，
大概家庭经济条件有所改善，李杰得以第
二次参加高考，被上海一所大学录取。他
就揣着录取通知书、几百元钱和几件换洗
衣服来到上海。大学期间，他边读书边做
兼职挣钱，当家教、送外卖、租房做“二
房东”，这段近乎“半工半读”的经历让
他掘到了第一桶金。
做洗衣这行就跟兼职有莫大关系。因
为成天忙里忙外，哪有时间洗衣服，常常
是积到很长时间，才发现不洗衣不行了。
周围这些85后同学，大多也懒得洗衣服，
有的本地学生到了周末干脆把脏衣服打个
包带回家去洗。李杰就想：如果上门收脏
衣服送去干洗店，洗完后再送回去，兴许
也能挣钱。他还正儿八经做了市场调查，
结果证实了这个想法。
大学毕业后，李杰掏出兼职赚到的
几十万元血汗钱，与朋友合伙开了家洗涤
公司，但很快就摔了跟头。他租了个小仓
库当洗涤工厂，而洗涤要用到的蒸汽锅炉
却迟迟拿不到合格验收证书，不得不改用
电蒸汽，这就导致用电成本大增。资金有
限的小老板如何能承受，李杰只得忍痛关
厂。吃一堑长一智，第二次，他干脆把工
厂开在了一家电厂旁。忙完了工厂筹建，
再忙着出去拉业务，忙到有时一天只眯上
两三个小时。付出终于有了回报，从2012
年3月投产到当年底，他的公司已进账
1000万元。
电商风起云涌，学软件专业的李杰看
到，可以将传统干洗流程与电商结合，而
自己的优势在于拥有较成熟的洗涤工厂。
他与合作者搭建了“干洗客”在线平台，
采用O2O模式，可提供干洗和水洗两种
服务，产品包括服装、家居、普通箱包、
车饰、鞋帽、布草、客衣和团体服装等类
目，还提供奢侈品专业养护服务。
创业不久，管理团队出现意见分歧，
李杰另起炉灶创办了“懒到家”公司，延
续原来的O2O模式。“通过便捷的线上
下单入口、高效品质的物流、全程可视化
洗涤中心，72小时内完成收衣、分拣、洗
涤、熨烫、质检、配送等一整套标准化服
务流程。”这是其网站的自我介绍。
运用O2O洗衣模式的公司已不鲜见，
行业竞争日趋激烈。李杰希望将自己的平
台打造为业内第一品牌，他的愿景是“淘
汰家用洗衣机，拆掉晾衣架”，让洗衣业
的生态彻底改观。
苏冠华：智能化数字营销这位穿着举止很潮的创业者也是80
后，苏冠华称自己在国外生活了10多年，
海归落户太太的家乡苏州，在这座江南名
城做珠宝业。
智能电视近年迅速崛起，销量已占电
视市场近一半。苏冠华的副手孙超分析，
传统电视机厂商主要靠销售电视机产品本
身赢利，而智能电视通过智能化系统连接
上互联网，当用户收看电视内容时，厂商
可以通过智能化系统对电视内容产生影
响，在其中植入广告。这需要预先在电视
机里植入芯片，在智能化系统控制下与互
联网连通，根据客户要求不断更换开机广
告，时间控制在15秒钟。
智能电视蕴藏的市场潜能，让爱赶潮
流的苏冠华坐不住了。他在苏州工业园
话题
基于网络的O2O洗衣
Spring 2015 45
创办了唂哒传媒—总部在北京的喂呦
科技江苏分部，两个另类名字是从Good
和Well转音而来。
据他们称，总部已与国内几大电视
厂商和一家大型影视制作企业成为合作伙
伴，目前主要开拓广告客户，同时还在招
揽具备丰富经验的智能化数字营销人才。
向来有“苏州是上海后花园”的说
法，两地相距不远，上海又是品牌厂商云
集之地。他们在苏沪两地常来常往，有时
来上海是为了招募人才。也许是在海外生
活久了，苏冠华与小别重逢的男女朋友总
要来个“法式”脸贴脸拥抱，分手时也不
忘左贴右贴，以示亲密无间。
据他们分析，智能电视将来可能会
取代传统电视机，并且会走免费模式，彩
电厂商的利润就来自数字营销植入。目前
对于智能电视的植入广告存在着争议，智
能电视数字营销尚在起步阶段，苏冠华还
需要加倍努力拓展市场，能否真正做到
Good 和Well，还得拭目以待。不过看
得出，这是一位以广交朋友为乐事的创业
者。独乐乐不如众乐乐，仅此一点就值得
点赞。
李明伟：文化演出票务O2O“其实《福布斯》真该来研究我们的
成功经验，写写我们的案例啦。”李明伟
随口冒出这么一句。下海前当过多年财经
记者和杂志主编，想必研读过不少富豪发
家史，也写过N多企业案例。
也许是写烦了别人的案例，该轮到
自己露一手了。这位70后下海后试水票务
O2O市场。“我们是国内第一家聚焦‘现
场文化娱乐’领域—文化演出和体育赛
事的专业化在线票务交易平台。”他说。
他承认这个模式移植自欧美。 早
于2000年前后出现在美国，创始企业被
eBAY以3.1亿美元收购后，其中一位创始
人到欧洲复制了该模式，创办Viagogo在
线票务平台，又获巨大成功。约在2009
年，李明伟就关注到这个案例。两年后不
甘寂寞辞职创业，将这个模式拿来，套用
于上海的现场文化演出市场。此时恰逢政
策性契机—文化产业被提到了相当高
度。
搭好平台后，是先积累票源还是先吸
引客源？纠结了一阵后，李明伟决定还是
先挖掘票源，先去游说演出场馆， 早谈
下的合作者中有逸夫舞台这类以中老年戏
曲爱好者为主的场馆，也有文化广场和上
海音乐厅等。与各类线下线上的渠道建立
广泛合作关系同样至关重要，这与传统票
代公司的运营没有多大差别，不同的是要
把票源引入在线平台，以积聚在线买家人
气。
“ 与 B 2 C 票 务 团 购 不 同 。 我 们 是
B2B2C兼C2B2C电商交易平台，兼做一
级和二级市场，卖买双方通过自由竞价
成交。”李明伟称已经积累了数百万张票
源，每天成交量可观。目前正在布局北京
市场，移动APP也将上线。
这家公司在一幢据说有百年历史的老
楼房里，每间办公室门上都贴着一块小标
牌，印着“奥林匹克”“佛罗伦萨”等字
样。
李明伟谈到，近几年中国现场文化演
出市场复合增长率极高，增幅远超电影市
场，但总盘子还不能望美国欧洲之项背。
纽约百老汇，伦敦西区，巴黎左岸，中国
大都市缺乏能与之相提并论的文化演出中
心。而西方现场文化演出传统，自文艺复
兴以来蔚为大观，莎士比亚戏剧，贝多芬
交响乐，这些经典何尝不是通过现场演出
呈现给受众。从长远来看，中国现场文化
演出也将急起直追。
资金方面，已接受了两轮天使和A轮
融资，李明伟称自己仍握有控股决策权，
不会像马云那样，帮大股东打工。目标
是“打算3到5年内上市”，虽然他称还没
有真正盈利。
身材适中，谈吐间几乎无手势动作，
语速不疾不徐，表情平淡，偶露得体的微
笑，四平八稳的壮年男，怎会在不惑之年
弃铁饭碗而创业？平静的表象下，或许掩
饰着内心的汹涌澎湃。听朋友说，他曾在
网上创业圈里吐槽，平衡事业家庭之难；
他的微信朋友圈，也时有慨叹之言。
《福布斯》会关注到他么？上市后有
望“上榜”么？这些都无所谓。我想，如
何在创业中体验快乐，也许更值得期待和
分享。
结语：新创客的创业实践，看来很潮，在
互联网大数据时代云里来雾里去。究竟是
什么在推动着他们的创业，是风动、幡动
还是心动？虽然很想探究创客内心的冲动
和真实感受，却没有直接向他们探询，因
为语言并不那么可靠，所谓“知者不言，
言者不知”（《老子》）。他们显而易见
都是“蛮拼的”，无论未来如何，现在都
可以给他们点赞。
智能电视将来可能会取代传统电视机
话题
Spring 201546
问道移动云海一位在移动平台上推广生态农业的70后创客文 | 晨曦
真正让我心有所动的是他在微信朋
友圈里发的几张云南哈尼梯田的
照片，更确切的说还不是那里的美景，而
是当地农妇在地里弯腰劳作的景象，让我
想起十九世纪法国画家米勒的名作《拾穗
者》。还有这样一张照片：一位母亲背负
着装满稻米的背篓，牵着头牛，牛背上骑
着她的小孩，母子都是快乐的表情。栗富
军说做母亲的宁可自己负重爬山，也不愿
意把稻米放在牛背上，让自家孩子下来攀
爬。这是舔犊之情的自然流露。
早在一年前就有机会采访栗富军，听
一位管理学专家介绍，有人在微信朋友圈
里3个月就卖掉了10万斤大米，是非常成
功的微信营销案例。后来因为时间安排上
的问题，与栗富军失之交臂。这位专家将
他的故事写成一篇生动有趣的案例，把他
树为砺志的典型。
“我两部手机里要求加为微信朋友的
就有两三万人，真是应接不暇啊。”这位
相貌敦厚的山东汉子将手机递给我看。这
一年来，随着媒体的连番报道，栗富军也
成了名人，微信粉丝日增。他的大米营销
也是水涨船高，今年初创出了名为“腮红
娃娃”的品牌，将渠道升级到移动APP，
构建了原生态的高端健康农产品O2O平
台。
栗富军现在对自己的定位是“新农
人”。在微信卖大米之前，他做了10多
年外贸，做到很高营业额。进入生态农产
品领域后，栗富军发现这是一个极其广阔
的天地。去年他花了几个月时间在全国各
地到处跑，通过“寻稻”之旅，将自己的
稻米培植基地落脚在黑龙江黑土地、宁夏
黄河套和云南红土地哈尼梯田等优质原生
态大米产地。他发现哈尼梯田耕种者多为
当地农妇，延续着一百多年前原始的播种
和收割方式。她们负着沉重的背篓，赤脚
沿着蜿蜒的山道攀行而上；胼手胝足却所
得甚微。这让栗富军看得“心碎”。他与
这些基地签定了购销协议，提高了采购价
格，以激发农民种田的积极性。
接着是问稻，向营业学专家和稻作
文化专家请教；品稻，去年夏天在上海某
广场当场烹煮生态米，发给顾客分享和体
验；传稻，利用线上和线下各种渠道，也
在微信朋友圈发贴，传播生态农业的理
念。 后他希望能“得稻”。
这样的原生态大米在价格上必然走高
端路线，目前主要面向北京、上海有较高
消费能力、追求健康生活方式特别是健康
饮食的人群，将来还会逐步扩展到其他生
态食品。
“你觉得‘腮红’顺口么？改成‘红
腮’是不是更好些？”栗富军征询我的意
见。为什么是儿童化的名字和形象？他说
小孩脸蛋红扑扑的模样是 健康自然的，
代表着纯真的生活方式；从饮食角度看，
也能唤起人们对小时候味道的记忆，寓意
生态米可以让人们“回到儿时的味道”。
栗富军说这个形象是他自己的创意，看来
还不失赤子之心。表面看似与农业没有直
接联系，这是他想给这个品牌向文化领域
延伸留出空间。将来这个娃娃既可以做动
漫，也可以开发衍生产品。
栗富军其实擅长策划。以前做外贸默
默无闻，移动智能给了他这个70后机会，
而他也能顺势而为。在商学院给他授过课
的一位外籍教授，把一种茶叶包装后推到
美国，赢得了市场。他觉得自己的案例也
可以给外国人分享。
“我现在的心态已经不只是卖大米，
而是有了普及推广健康生活方式和生态农
业的责任感。”这算不算已进入了“得
稻”状态呢？
《道德经》曰：“常德不离，复归
于婴儿。”栗富军的“得稻”能否升华至
“得道”，说玄了得看悟性和机缘，说白
了还是跟价值观和人生观有关。百度、阿里巴巴和腾讯对移动互联网进行战略布局
话题
Spring 2015 47
网络奇幻修真记网络作家血红谈在线SOHO族的写作和生活文 | 晨曦
我打算再写20年退隐。”1979年
出生的血红笑着说。有书迷帮
他统计过，从2003年上网写作到如今，血
红已在网络上发稿3600万字，平均一天码
1万字。按照这种速度，20年后，将突破
1亿字。届时将创造汉语书写史上的新纪
录。我帮他算了一下：如果将这1亿字印成
纸质精装书，以每本40万字计，就有250
册，从地上一本本堆叠起来，估计有5米
来高，相当3个血红的身高。说到这里，
血红转过头，从地下看起，再往上看到天
花板，好象眼前就矗着这根“书柱”。显
然，他很享受这种感觉。
第一代职业网络作家本名刘炜的血红说自己性格温吞，是
典型的宅男，这跟比他大8岁的姐姐有关。
在血红三四岁刚识字时，姐姐就把看过的
各种书籍一股脑儿塞给小弟看，有神话、
历史、侠义、剑仙、言情，也有现实、
战争题材，再加上血红父亲青睐的武侠小
说，就是没有顾及小孩能否接受；到了血
红小学三四年级，姐姐又把刚看完的《红
楼梦》扔给他。 初自然是囫囵吞枣，似
懂非懂，后来慢慢就能理解了。血红练就
了快速阅读的本领，一部几十万字的长篇
小说，一两天也就翻完了，遇到爱不释手
的精彩之作还会躲在被窝里连夜看完。如
此这般，早熟的血红，脑子里就充溢着
古今中外的奇人异事和天马行空的玄思
幻想。
新派武侠小说里的主人公，往往因为
机缘凑巧，体内积储了绝世内功，却不知
如何运用。金庸《倚天屠龙记》里的张无
忌，体内被张三丰注入了九阳神功，直到
在“乾坤一气袋”里受了磨砺激发，才算
大功告成。
血红积累了20多年的阅读和想象在
进入网络写作状态后，如火山爆发，势不
可挡。早期的网络作者大多有稳定职业，
写作多为玩票，并不以此为生，有些人写
了几章后，要隔很长时间才更新，每每让
读者等到“花儿也谢了”。2003年，辞
职后颇为清闲的血红技痒难忍，在网上小
试牛刀，一出手就颇有湘文化的“蛮霸”
之气：一天就能更新上传三到四章，一万
多字，甚至几万字，让书迷大呼过瘾。此
时，起点中文网等原创文学网站，逐步建
立了与作者分享的盈利模式。血红写作半
年后，月稿费收入就有两三万元，2004年
全年拿到了100万元稿费。
毕业于武汉大学计算机专业的血红原
本在长沙一家公司做技术工作，因为不善
于处理人际关系，只做了半年便辞职回到
武汉与5名同学合租了一套两室一厅房子。
姐姐着急了，派姐夫“押”着他去郑州一
家公司上班，血红在办公室里照写不误。
为了迫他就范，家里每月只给他300元生
活费。网络写作名利双收后，血红怕家里
担心自己收入“来路不正”，就没敢告诉
他们，来上海也只说是读研和工作。10年
前，若说网络写作可以收入不菲，确实没
几个人会相信。血红可算是第一代靠写作
为生的职业网络作家。
安家上海成了新上海人血红在上海有一帮网络文学圈子朋
友，经常在一起聚会， 多时有100多
人。但几年过去，圈子逐渐瘦身，这班朋
友因各种原因离开了上海。有些是因为婚
姻大事，被家里逼着回去成亲。2009年
春节期间，血红返湖南探亲后提早回到上
海，老友都不在，也有了想要离开上海念
头的血红独坐小区花园，寂寞难耐。也
许是缘分已到，他上网给书友发了见面
邀约：男书友来了喝啤酒，女书友来了喝
茶。结果就有两位他的女书迷在网上议论
开了。一个说：很想去，就是不知道血红
是怎样的人？另一个说：去就去，难道还
怕他吃了我！
话题
“
Spring 201548
外表温厚敦实的血红，内心确是一片血红！
与两位女书迷一见面，血红大喜过
望，发出“豪言壮语”的女书迷，竟是位
上海小美女，血红对她一见钟情。“见面
后我就认准是她了，接着就猛追猛攻。认
识3个月，我和我老婆就结婚了。”外表温
厚敦实的血红，内心确是一片血红！
血红成名后，写作以外的大多数时
间仍宅在家里，平时也就是跟男书友喝点
酒，夜场生活不见其踪影，也没传出过诽
闻，这跟他的价值观有关。血红小说中男
女感情线比较单一，多为一男一女模式，
而他的女书迷往往也认可这种价值观。血
红与他书迷老婆的“闪婚”，恐怕也是基
于共通的观念。
结婚前，血红租住在浦东源深体育场
附近的小区。据他回忆，2004年这里的
平均房价只有每平方米9000元，现在可
能要五六万了。投资理财之类可能不在他
的视阈之内，生活上也如是，虽然早就财
务自由了，却没有多大奢求。单身时代，
他常常连着一两个星期只吃某个菜，比方
某种鱼，请阿姨每天三顿就做这个菜，连
着吃。吃厌后，再换其他菜。结婚后，血
红在南翔安家，平时小两口也上饭馆。丈
母娘一个星期来一两次，帮他们买、汰、
烧。南翔空气比市中心好，人流也不那么
密集，还能直接从菜农手里买到新鲜蔬
菜，生活质量可能比市中心更高。安家上
海成了新上海人，血红还在计划着将来有
了孩子后的事。
去年血红当选为上海网络作家协会副
会长，还被上海视觉艺术学院聘为兼职副
教授。见面时，血红说没有名片，也就是
说“没有单位”，自由的网络写作者，大
概就是血红的自我定位。
在写作中体验快乐血红的网络小说，时空跨度极大，上
下数千年，东西几万里，想象奇崛，不落
窠臼。既写到了殷商的巫，也有古希腊神
话中的女妖塞壬；既有现代都市背景，也
有渺远的上古时代。因而他不太愿意把自
己的作品称为“玄幻”。
“我书里的人物，会为了朋友两肋插
刀，甚至付出生命。但我对现实生活中人
与人关系的看法当然不会如此简单。”他
解释道。
“我们那时候上网的大多是大学生，
现在智能手机普及，高中生、初中生人手
一机，读者年龄层次明显下降。他们的价
值观还有待形成，思想还远没有成熟，这
就对网络写作提出了新的挑战。”作为伦
理学专业的哲学硕士，血红希望在自己的
作品中融入中国传统的伦理道德，如仁义
礼智信、温良恭俭让、忠孝勇恭廉，还有
男女之间对于爱情的忠贞，从而让年轻读
者在潜移默化中受到这些价值观的影响。
奇幻作品总会有打打杀杀，如何避免暴戾
血腥的场面？他的对策是在细节上作淡化
处理，“可以学《三国演义》对厮杀场面
的描写手法，如‘军土自相蹂躏，死者很
多’之类，留下想象空间。”
就在见面前一天，血红坐着高铁从寒
冷的北京返回较为暖和的上海。在鲁迅文
学院网络作家培训班进修了2个月，与同行
交流切磋后，血红的视野似乎更宽广了。
他说美国创造了一系列风靡全球的文化产
品，如米老鼠、唐老鸭、超人、变形金
刚、蜘蛛侠，日本也有阿童木、奥特曼、
机器猫等等，其中贯穿着他们想要揄扬的
价值观。对中国文化产业极富启示意义。
而当前的网络文学作品，虽然数量庞大，
但大多并未建构起自己的话语体系。金庸
武侠作品只有10多部，却创造出不少让读
者耳熟能详的武功、门派和人物谱系，如
丐帮和明教，在多部作品中出现，以致于
提起丐帮和明教，就会联想到金庸武侠中
脍炙人口的角色。
血红已看清了未来的努力方向，制定
了目标和详细写作计划。近期打算写12部
长篇，以真实历史为背景，展开虚构的人
物和故事，尝试建构自己的话语体系。有
些人对当代文学作品中在真实历史背景下
展开的超现实虚构抱有偏见。实际上，古
典名著中何尝没有这类虚构。《西游记》
就是根据唐代高僧玄奘去天竺取经的真实
经历虚构的魔幻小说，唐朝可没有会讲人
话会七十二变的猴子；《封神演义》的历
史背景是武王伐纣，哪来的神仙打架？当
代人写奇幻也好玄幻也罢，完全可以打破
清规戒律，充分施展想象力。
血红写作速度惊人，在与我见面之
前的10分钟里，他就在电脑里敲出900
多字。在用手机给他拍照的两三分钟时间
里，他又写出200来字。他说10多年前
在郑州，曾喝了一箱啤酒，在微醉状态下
连续写出几万字。他说在写这一句时，脑
子电光火石般地闪现下面的几种场景，再
从中挑选一种，继续往下写。看来，每个
人都有自己的天赋，血红的经历很难复制
和效仿，也许上天就是派他下来在线写
作的。
说到佩服的作家，血红提到了柯南道
尔、大仲马，华人作家金庸、梁羽生、古
龙、温瑞安、黄易。同代网络作家，血红
也有比较心仪的，“我就不说是谁了”，
他笑道。 佩服的是还珠楼主，也是位多
产作家，代表作是剑仙小说《蜀山剑侠
传》。血红说他的作品有着丰富的传统文
化内涵，而那一代作家的国学底子是网络
作家难以企及的。成为还珠楼主那样的作
家是血红颇为向往的，他希望创作出能传
诸后世的经典作品。
网络原创文学注重给读者提供娱乐消
遣，与纯文学诉求存在差异，各有各的存
在价值。海明威惜字如金，石头记只写到
半部，真正有生命力和艺术感染力的文学
作品不在于篇幅长短，通俗文学也可以锻
造出伟大的作品。
网络作品改编拍摄影视剧成风，血红
的玄幻作品受成本和技术局限很难拍摄，
改编成舞台剧或许还有可能。而他的部分
收入则来自根据其作品设计的游戏。 近3
个年度他连续进入了全国网络作家富豪榜
的前10名。
问 起 写 作 动 力 ， 血 红 回 答 以 “ 快
乐”—为了快乐而写作，在写作中体验
快乐。看表象，外形敦厚、笔耕不辍的血
红有点像老黄牛；看作品，则像插上翅膀
的天马，“精骛八极，心游万仞”（陆机
《文赋》）；谈吐间还不时流露出童真之
心。这就是快乐的自由网络作家血红。
话题
Spring 2015 49
Fred Fuseau, Manager of Morton’s Shanghai restaurant
Chicago taste, Shanghai style
Could you briefly introduce us to
Morton’s IFC?
Since opening in 2010, Morton’s in ifc
(Pudong) remains the largest one in
the world, with seating for 400, nine
private dining rooms and private al
fresco dining with unobstructed views
of the Oriental Pearl Tower. The stea-
khouse has remained true to its found-
ers’ original vision of combining gen-
erous portions of high quality food
prepared to exacting standards with
exceptional service in an enjoyable
dining environment.
How has the restaurant evolved
during your time there?
Our branch of Morton’s has become
the most profitable one in the world.
The restaurant has grown with regards
to the daily traffic of guests and we see
90% Chinese customers now. I think
in terms of what local people think of
as authentic Western food, Morton’s
steak and seafood offerings fit the bill.
I understand the view has gotten even
better, too.
Yes, we’ve finally received permission
from ifc to open up the rooftop ter-
race, where we can offer guests the
chance to take advantage of the stun-
ning views of both the Oriental Pearl
Tower and the new Shanghai Tower.
It’s truly an unbeatable view. This
spring we’re planning to use it for our
signature MORTini happy hours from
5-7pm. Since the rooftop terrace can
accommodate up to 300 people, it can
also be booked out for private events
such as product launches and to
celebrate special occasions.
What kind of clientele does the
restaurant attract?
We really see across the spectrum
at Morton’s in Pudong. With our
location in Lujiazui at ifc mall,
we tend to attract a lot of busi-
ness people during the week,
especially those from the auto-
motive industry. We often
book out the nine private din-
ing rooms for corporate events
and we have a fair amount of regulars.
Then on the weekends we really see
a lot of families filling up the seats. I
would say about 90% of our clientele
are local Chinese looking for quality
juicy steaks.
What has been your best moment at
Morton’s?
Let’s say my most surprised moment
was when we had our busiest day ever
happen on Christmas Eve. We had
about 800 covers all in all, topping all
of our Valentine’s Day records. We
didn’t expect to be nearly as busy as we
were and it was a total mix of families,
walk-ins without reservations and just
nonstop all day from lunch through
dinner. The staff did an excellent job
and the restaurant was able to operate
at full speed. Overall, a tiring but really
great day.
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erous portions of high quality food
prepared to exacting standards with
exceptional service in an enjoyable
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better, too.
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Spring 201550
ECONOMY
Unlike many of China’s pollut-
ed locales, the county of Jinx-
iu is blessed with blue skies
and fresh air. Thanks to government
protection and a local national forest
park, this part of the peak-pecked and
river-rich southwest region of Guangxi
has a wealth of mineral resources, bio-
diversity, plant and insect life and river
headwaters. The one way Jinxiu isn’t
rich is in income: In 2010 it ranked 65th
out of the region’s 75 counties in terms
of GDP.
“The forests are bigger and the
mountains are more beautiful, but our
income is lower,” one local villager told
the Economic Times. The county has
implemented a “forest eco-compensa-
tion” system for over a decade, in which
the government pays for income lost in
order to protect the local forest. Eco-
logically the policy succeeded: Forest
coverage rose from 82.81% to 84.21%
according to official statistics. But the
economy has struggled. In 2013, the
GDP for Jinxiu County was RMB232.5
million, of which the government
received RMB21.6 million. The average
net income for villagers was 5019 RMB,
one fifth of that seen in the Pearl River
Delta, whose lower reaches stem from
the rivers originating in Jinxiu.
“Development in China demands
every county increase its GDP every
year. But for counties with a protected
nature zone, that land has to be pro-
tected in accordance with the law,” said
Zhang Yunbo, co-founder of Protected
Area Friendly System, a site that seeks
to help such villages turn a profit with-
out turning their environs into tree-
stumped wasteland. Zhang said regula-
tions strictly forbidding any human use
of certain habitats that can accommo-
date both the demands of the local eco-
system and human activity ultimately
forestall the formation of many envi-
ronmentally friendly and truly profit-
able ventures.
“That’s why we need multiple ways
to protect the environment,” he said.
Bad to better and worseZhang said that cutting off all economic
Growth vs growthChina struggles to protect both its forests and farmers
Spring 201552
ECONOMY
activity can further impoverish those
residing in areas where eco-compen-
sation is implemented. That seems to
have been the case with Tangxiang,
a town in Jinxiu which used to host
granite and wood processing factories.
The town also benefitted from its abun-
dance of copper resources. Today, there
is only one factory within 50 kilometers
of the town.
“In the past, cedar wood was the
main income for a lot of villages, but
we can’t cut them down now,” Liang
Baoshan told the Times. “A lot of peo-
ple have to go out [of town] to find job
opportunities. The number of residents
in Tangxiang is now less than 4,000,
and most of them are elders and chil-
dren.”
While the county government has
attempted to make up for the now-
absent factories by planting crops such
as anise, tea and edible fungi the local
environment hasn’t proven hospitable
enough for these ventures to cover the
losses, said Qin Daojin, branch secre-
tary for Pingmeng village.
Qin told the Times that cedar needs
fifteen years to grow, at which point
it provides a profit of 4,800 RMB per
acre. On average, each acre used to
yield about 320 RMB of profit per year.
But under the new protection scheme
an acre now only brings 14.75 RMB
of annual profit. That means Jinxiu
County has lost more than 2 million
RMB since the ban on logging went into
effect.
Forests from the treesThere is little argument over the paucity
of forested land in China. At last count,
China had 20.8 million hectares of for-
ests, 12.2 million hectares of which are
natural forest and 6.9 million hectares
man-made, according to a general sur-
vey of forest resources during the peri-
od 2009-2013.
The forest coverage rate for the
entire country was 21.63%, a level the
China Forestry Database said qualified
China as a low-coverage country. The
rate is lower than the global average of
31%, and forest coverage per capita is
only ¼ of the global average.
There is a policy problem in the way
farmers are compensated for the land
reclaimed by Nature. The current com-
pensation system was first introduced
to China in 1998. In the last decade,
more than RMB7 trillion was set aside
to aid in returning farmland to forests
and grasslands. But some conservation-
ists have warned that the current com-
pensation mechanism doesn’t work.
“We need to find out a way to trans-
fer from eco-compensation to a so-
called ‘market way’,” said Xie Yan, a
conservation and biodiversity research-
er with the Chinese Academy of Science
and the second co-founder of the Pro-
tected Area Friendly System site.
“In China, the principle of compen-
sation is ‘the one who pollutes should
recover [their losses], the one who ben-
efits from it should pay for it’,” said
Xie. Xie, along with Zhang, advocates a
less stringent land-use scheme than the
one now in place in order to foster a
more enforceable conservation scheme
in China. Strict rules completely bar-
ring nearby residents from using land in
any way can end up doing unexpected
economic damage, or may go unheeded
as people put their needs over those of
nature. Indeed, that is what reports sug-
gest is now happening in Jinxiu, where
locals have started logging protected
trees in spite of the government ban.
“I think environmental protection
must have the support of local people,”
Zhang said. “A lot of local people now
protect the environment by sacrificing
their own benefits. We also want the
consumers in cities to be aware that we
are all suffering from environmental
disruption and to know what we can do
to protection.”
Green sproutsThere are success stories in China for
forest-farm cohabitation, though these
are often in areas already better served
by existing infrastructure. Zixi County,
in Jiangxi province, is also rich in forest
resources, with a forest coverage rate
of 87.3%. Unlike Jinxi, the average per
capita disposable income was RMB23.8
million in 2013.
In 2013, for example, a local food
company planned to invest RMB200
million to build combined farming
and processing factories in Zixi, but
the local government turned the firm
down. In the course of five years, the
county government has refused more
than 60 industry projects at a cost of
more than RMB400 million. Instead,
the county is earning money from ecot-
ourism and organic farming.
While this environmentally con-
scious approach has proven lucrative
for Zixi, it may not work as well in envi-
rons located in provinces further inland
than Jiangxi. More importantly, Zixi
isn’t a protection zone with restricted
land use—the county entered its cur-
rent setup voluntarily. Nor is it as iso-
lated as Jinxiu and other towns in Chi-
na’s craggy southwestern provinces. For
these and other locales struggling to
balance economics and ecosystems, the
path ahead remains as dense with obsta-
cles as the underbrush now reclaiming
the county’s fallow farmlands.
Spring 2015 53
It’s complicated
The winter of 2014-2015 may
be known in China as a time
when Shanghai’s stocks sud-
denly shot through the roof, but years
from now it may be that the steps
taken concurrently to encourage the
growth of the country’s derivatives
market will be viewed as more impor-
tant.
The changes have received some
attention in the financial media but
have been largely ignored in main-
stream coverage. Commentators instead
focused on a broader narrative in which
money formerly monopolized by the
property sector had little option but to
re-enter China’s equity markets when
domestic real estate entered its slump
last year. Regulators remain apprehen-
sive of derivatives, but they are being
rolled out nonetheless.
“I think from Chinese regulators’
perspective, they want to ensure that
different players in the market are
equipped with all the necessary tools so
they can do their business properly and
efficiently, but also mitigate any ten-
dency to speculate,” said Haohao Zhou,
China economist at ANZ told China
Economic Review. Zhou suggested
that while not having certain derivatives
on hand to hedge against risk poses a
handicap for China’s financial system,
the slow pace of their introduction
has its own cautious logic, as “Chinese
investors retail or institutional do have
a natural tendency of jumping onto any
newly introduced asset classes.”
Zennon Kapron, founder of market
research firm Kapronasia, told China
Economic Review that the steady
and gradual nature of the introduction
of derivatives by regulators was itself
worth noting. “There hasn’t been one
specific product launch that has caught
our attention more than any other,”
Kapron said. “What is impressive to
us is the general continued push and
launch of derivative products, which is
a clear indication from the regulators
and government that they feel they are
a necessary part of financial markets in
mainland China.”
To that end, the pace derivatives’
introduction has quickened since Xi’s
ascent. In late 2014 and early 2015
China has seen a number of deriva-
China’s derivatives markets inch toward maturity
ECONOMY
Spring 201554
tives markets begin heating up—and
not always as authorities had planned.
A clearer understanding of how is key
to a better understanding of what to
expect next from both regulators and
the market.
Put simplyA derivative is a private contract
between two parties that redistributes
their financial exposure to the future
risks and rewards of a certain asset, such
as stock in a company. This redistribu-
tion is accomplished by stipulating spe-
cific conditions under which payments
must be made and doesn’t require
that the asset in question immediately
change hands.
One of the simplest derivatives is a
forward contract, in which two par-
ties agree to make a transaction in the
future using a price agreed upon now.
They can allow, for example, farmers
to lock-in the sales price of a crop with
distributors to hedge against a pre-har-
vest price collapse, but also means the
distributors benefit if there is a price
hike. That is exactly the sort of possibil-
ity that makes derivatives so seductive
to speculators. It is also why Chinese
regulators have been so reluctant to
introduce such financial instruments to
mainland markets.
Late December saw China’s quiet
government bond futures market rela-
tively revivified with the debut of draft
rules for trading 10-year bond futures.
The mainland’s only other offering is
five-year bond instruments, and those
only hit the market two years ago.
Today, five-year bonds are still the only
tradable bond futures introduced since
1995, when a scandal prompted regula-
tors to simply stop debt futures trading
for nearly two decades.
Among the most basic derivatives
available to investors in more mature
markets are options: contracts in which
one party purchases the right to buy or
sell an asset for a specific price before a
certain date. But until late last year there
did not appear to be any plans to intro-
duce trading of stock or other options
to mainland exchanges. That changed
in December when the Shanghai Stock
Exchange announced it had finished
preparations for stock options trading.
SyntheticsSynthetics combine features from other
assets to simulate another financial
instrument, and synthetic stocks—
which essentially provide financial
exposure without conferring actual
ownership—are on the rise primarily
in Hong Kong thanks to complications
with participation in the much-vaunted
Hong Kong-Shanghai Stock Connect.
As reported by Reuters in Decem-
ber, funds are buying products known
as p-notes that entitle holders to the
performance of a mainland stock or
stocks actually held by a qualified bro-
kerage with access to Shanghai-traded
A-shares, whether as a government-
approved, qualified direct investor or
through the Stock Connect in Hong
Kong.
“Certainly there has been renewed
interest in anything mainland stock-
related as the mainland continues on
its recent bull run,” said Kapron, but
he added that “synthetic equity will
gradually be less important as rules and
requirements around the HK-Shanghai
Connect are relaxed and the program
continues to expand in the future.”
That trend may already be surfacing,
with one example found in the recent
performance of one prominent synthet-
ic China exchange-traded fund (ETF).
A synthetic ETF is a derivative intended
to provide exposure to an exchange-
traded investment fund, usually one
tracking an index like the S&P 500.
As with the Hong Kong-Shanghai
stock connect, the introduction of
other derivatives may sow the seeds of
home-grown synthetics sprouting on
the mainland.
A thirst to be diverseWhatever order future derivatives are
introduced in, it seems likely they will
be snapped up as fast as they can be
spun out. Zhou, at ANZ, suggested that
Chinese investors and institutions had
a natural tendency to jump onto any
fresh asset classes thanks to an intuitive
understanding of a portfolio’s need to
include a wide variety of investments.
“That’s why people always attach
a premium to these newly introduced
asset classes,” Zhou said. “You prob-
ably are going to have another wave
of excessive demand if those deriva-
tives are offered to Chinese as a product
class.”
As financial reform continues its
seemingly glacial pace on the mainland,
derivatives will continued to be toler-
ated by the government as an unpleas-
ant necessity—one best kept at arm’s
length. Whatever their class, they will be
welcomed by regulators for their role in
hedging against risk, yet still viewed in
equal measure with suspicion as poten-
tial tools for speculation.
That is exactly the kind of risky
business that Beijing wants to avoid.
It is also where savvy investors should
keep an eye trained to take advantage
of the next big derivatives boom as
China’s underserved markets strive to
diversify.
ECONOMY
Spring 2015 55
Finding its feet
Before they began raising eye-
brows in western animation
circles with their latest collabo-
ration, Tim Chen and his friend had
worked together on a previous inde-
pendent cartoon.
“Yi Mumu and I collaborated on an
independent animation, Conviction of
Distance, about a long-distance rela-
tionship,” Chen said. “Since I was in a
long distance relationship at the time
I asked Yi Mumu to help me make it,
and you could say it was an engage-
ment present for my wife, too.”
When that made waves among
domestic viewers online, Chen and Yi
decided to try their hands at a series,
called Legend of Lucky Pie. The two
paid for production costs themselves
by working day jobs, animating at
night. Once the eleven-minute short
about the adventures of a horse and his
boy went live on Chinese video sites,
the cartoon soon made its way over the
Great Firewall to viewers on YouTube.
But there it was posted under the title
“Chinese Adventure Time Ripoff”.
That label cuts to the heart of the
challenges that continue to confront
China’s animation industry, even as
its production capability and technical
qualities improve. With thousands of
animation companies and hundreds
of thousands employed the industry is
becoming notable simply by nature of
its size. But not all of that numerical
might is put to good use, and for most
studios quality storytelling remains
elusive.
“There could be a substantial
boom” in China’s animation sector
said Michael Keane, a professor, mem-
ber of Queensland University of Tech-
nology’s creative industries faculty and
author of an upcoming book on crea-
tive industries in Chinese television
and film. “In China the market’s so big
they could manage to get it right—if
the government gave them a bit more
space they could have a breakthrough.
But the audience… they’re very preju-
diced against domestic animation, so
you’ve got to get over that hurdle to
start with.”
Quantity and qualityAmong the most referenced sources
for animation industry figures is the
annual blue book known as the “Chi-
nese Culture Brand Development
Report”. Begun in 2003, the latest
edition from July of last year covers
developments in 2013, and claims that
the mainland had a total of 4,600 ani-
mation companies with a workforce
of 220,000. Exports have also risen in
recent years, according to government
figures.
But those numbers don’t reflect the
nature of the work being done. “Seven-
ty percent of the animation companies
in China—it’s probably more, but this
is the official figure—do outsourcing,
and they do it because that’s how they
survive,” Keane said.
What sort of profit the industry
turned in 2013 is less clear, as the rev-
enue figures provided in the latest blue
book are from 2012, when operating
China’s animation industry stumbles toward true success
ECONOMY
Spring 201556
revenue for 519 mainland animation
companies totaled RMB5.63 billion
and total profits came to RMB850
million. But government subsidies
accounted for 42.35% of profits (about
RMB359.975 million), leaving only
RMB490.025 million of actual profit
for the industry.
That’s just shy of US$78 million
generated in total by over 500 ani-
mation studios. For comparison, in
2013 Japan’s Toei Animation made
US$336m, while DreamWorks Anima-
tion SKG brought in US$706m. Dis-
ney’s Frozen made US$700m at the
global box office.
Insipid incentivesWhile DreamWorks Animation faces
trouble at home after announcing lay-
offs totaling 500 jobs and cutting its
annual movie release slate to two films,
the studio and its Chinese unit may
yet be buoyed by news that its third
Kung Fu Panda movie received co-
production status in China, accord-
ing to a recent report from The Holly-
wood Reporter. That means the movie,
whose first two installments grossed
US$26 million and US$92 million
in China, will be treated as a domes-
tic release, with greater access to the
mainland’s growing number of theat-
ers and a bigger share in box office
revenue.
Wasted timeFigures for animated features in 2013
show a similar divergence: Of the 84
animated movies were produced by
domestic companies, only 29 were
actually completed. Of those, just 25
were publicly screened, and two of
those were co-produced with foreign
studios. The seven remaining films
screened that year were imported.
Actual annual box office revenue was
RMB591 million (roughly US$96.3
million) for all 33 animated features
shown in theaters.
This apparent waste of time, ener-
gy, talent and government funding is
perfectly logical in the context of the
goals set for China’s animation indus-
try by the Ministry of Culture’s 12th
five-year plan for 2011-2015. One of
the key development objectives is for
the country to produce 5,000 hours
of animated content and 30 animated
films every year. But while those stand-
ards may include helping the domestic
animation industry to “go global”, the
only times that innovation and qual-
ity are mentioned is in the service of a
more important pursuit: profitability.
Zhang said that domestic anima-
tion quotas for primetime television
in China also provided a guaranteed
outlet for low-quality cartoons.
Arrested developmentThe recent surge of interest in Chi-
na’s animation has come in part from
increased investment on the part of
China’s increasingly diversified Inter-
net giants, who hope to both host
and produce the future content of the
country’s entertainment industry.
George Wang, founder of the Chi-
nese video site Tudou, opened dig-
ital animation studio Light Chaser last
year with aspirations to make it into
a home-grown Pixar. The company’s
first animated short played well online
on the mainland, but took plenty of
heat for its characters and their antics’
similarities to the toyetic minions from
the Despicable Me franchise.
“Technically they’re good, I have no
doubts about that,” said Keane. “But
to be able to be creative in the same
way that someone at Pixar, it’s best
for a Chinese person to just go and
work for Pixar.” He added that anoth-
er serious millstone around the indus-
try’s neck was that many in China still
viewed cartoons solely as children’s
entertainment.
“The government said ‘you make
animation for a child audience and
you instill values into them about
how to be a good socialist kiddo’, and
so they haven’t been able to get past
that, really,” Keane said. “They haven’t
found their mojo, they haven’t found
what they do… and if they find the
right blend of traditional and contem-
porary without pushing it in people’s
faces, the audience might wake up.”
ECONOMY
Spring 2015 57
Destination 2012 2011 2010 2009 2008
All countries 5.05 5.96 18.11 7.25 4.84
Europe 0.06 0.059 3.58 0.84 0.01
Africa 0.01 0.008 0.57 0.013
USA 0.64 0.62 0.60 1.30
Japan 0.02 0.126
South Korea 1.37 2.03 0.44 0.11
Taiwan 0.33 0.355
Hong Kong 0.97 1.23
China’s animation exports in $US million (animation)
Source: Compiled from data released by the bureau of statistics
楼市机会在哪里剖析今年上海和全国房地产市场走势及商机文 | 海朞
今年全国房地产市场的整体走势如
何？热点和机会在哪里？二线城市
有哪些市场亮点？上海房地产市场还有投
资价值么？
继往才能开来，先看去年上海市场的
情况。全球商业房地产服务公司高力国际
于2015年1月发布的消息称，去年上海商
务园区投资市场活跃，二线城市中高端购
物中心大幅扩张。去年上海优质办公空间
需求持续增长，核心区市场空置率降至6年
以来 低。写字楼与商铺投资市场较去年
稍欠活跃，分别录得8宗及1整售交易。住
宅方面，缘于维持市场调控政策，去年上
海住宅房地产市场呈下行趋势，全年销售
总量较2013年下滑24%。在工业方面，市
场对标准物流仓库的需求表现强劲，尤其
是跨境电商领域仓储需求较2013年强劲攀
升。上海商务园区投资市场于年内持续活
跃，全年内共录得12宗整售交易。土地市
场则活跃度较2013年减弱，但去年核心地
段2宗土地交易创下申城成交总价及平均楼
板价新高。纵观二线城市的写字楼市场，
尽管多数市场空置率较高或有所上升，租
金仍于去年实现增长。全年购物中心物业
非核心区域化成为一种明显趋势。欲知今
年市场情况，请看以下高力国际的展望。
上海市场走势如何今年上海核心区甲级写字楼市场预
计将迎来八个写字楼建筑面积总计70万平
方米项目的入市，该新增供应总量较去年
高127%。其中，六个办公面积合计40万
平方米的项目位于浦西，两个办公面积合
计近30平方米的项目位于浦东，分别占两
区域各自现有供应的12.9%及13.4%。核
心区整体空置率在今年应将小幅上升。同
时，新增供应或将成为导致租金出现下调
的一个因素，但鉴于多数未来供应更高的
建筑标准和相应更高的租金，市场整体租
金的调整幅度将相当微小。
商铺方面，今年将有八个新项目计
划入市，总面积近58万平方米，总存量的
扩张速度将回归双位数增长，同比增幅将
达14.2%。大量计划中的新增供应显然将
加剧业主间的竞争，并继续对净吸纳量施
压。非核心区域内大量新增供应及其低于
平均水平的租金，预计将拉低这些细分市
场内首层物业的平均固定租金，且将进一
步抑制全市整体租金的增长。然而，核心
区域内成熟项目的租金将继续呈现增长趋
势。
受购房情绪回升及贷款条件放宽所支
撑，上海住宅市场销售量预计将呈稳步上
升态势。豪宅市场预计将保持活跃，缘于
投资者对上海市场资本升值的未来前景仍
充满信心。强劲的购买情绪以及众多发展
商高企的库存或将导致新增供应于今年进
一步攀升。低端市场内，购房情绪的回暖
预计将支撑成交价格。鉴于贷款利率已于
近期下降，中高端市场的成交均价有望将
维稳或小幅上升。豪宅市场方面，投资者
的信心将支撑该细分市场的成交价格。
工业物业投资市场延续自2013年以
来的强劲势头，源自国际发展商、机构投
资者及大型电商的瞩目交易及扩张活动即
系佐证。预计约一百万平方米的出租及自
用物流仓储将于2015年竣工。其中三分之
一的物业将位于上海保税区域。
跨境电子商务的崛起已经为众多电商
及物流发展商创造了机会，诸如亚马逊、1
号店及阿里巴巴之类的大型电子商务企业
于年内进入上海自贸区及试点城市内其它
保税区域即系佐证。截至去年底，浦东机
场保税区（上海自贸区区域之一）内约1万
平方米的保税物流仓库已被吸纳，并用于
运营跨境电子商务，预计今年初另有5万平
方米的仓储面积将被划拨用于跨境电商业
务。在政府扶持及国内强劲的消费力支撑
下，长期内上海保税物流物业市场将随跨
境电商的发展而倍受国际投资者的关注。
上海对先进制造业和服务业的持续扶
持将支撑未来对上海商务园区办公空间的
需求。供应量预计将于今年激增，近140
万平方米新增供应计划入市。尽管新增供
应量将再创新高，并于短期内推高空置
率，但新增供应的本质（近60%将位于往
年需求强劲的漕河泾和张江），以及持续
发展的现代服务业将有望驱动对新增供应
的吸纳。交通通达性的改善以及更高的建
筑规格仍将有望支撑平均租金的增长，而
各子市场差异将非常明显。
因购房者购买情绪回暖及发展商财
务状况好转，住宅用地市场有望将保持活
跃。鉴于优质商业用地库存短缺，且政府
必将严格监控上海的土地使用情况，预计
来年的商业地块将鲜有成交。工业土地市
场内，仓储空间需求的上升（缘于国内消
费力的增长）将在发展商继续追捧极为有
限的工业用地之际，支撑工业土地售价的
持续增长。
二线城市展望今年武汉将迎来超过100万平方米的
新增写字楼面积；苏州、杭州、南京及厦
门的新增供应总量在两百万平方米以上。
此波新增供应为去年新增供应的三倍之
多，毫无疑问，这些城市的空置率将于今
年攀升。大量的新增供应将对租金增长带
来下行压力，且众多业主将给予租金优惠
以吸引及/或挽留租户。在一些城市中，平
均租金将因核心子市场的优质项目入市而
上涨。
今年，高力国际所监测二线城市（
苏州、杭州、南京、武汉及厦门）的商铺
房地产将持续快速发展。苏州和南京将于
来年各自迎来超过一百万平方米新增商铺
供应面积；杭州及武汉亦将有大量新增供
理财
Spring 201558
理财
应。供应的激增将使来年业主间竞争加剧
并推高空置率。多数城市内，在总体租金
将因购物中心非核心区域化趋势的延续而
下降之际，核心地段的成熟项目仍能拥有
良好的资产表现。
全国市场主要趋势今年中国房地产市场的整体趋势如
何？请看高力国际研究部中国区董事谢靖
宇先生在2014年底所作的展望：
其一，住宅市场投资情绪有望改善。
今年住宅房地产市场的投资情绪或将因近
期所有非一线城市内限购政策已然放松或
取消而有所改善。而当去化库存仍为众多
发展商首要任务的同时，对于存在供过于
求现象的城市而言，进一步的价格调整亦
在所难免。尽管如此，今年全国平均价格
涨幅预计将基本与通货膨胀率同步，约在
3%至4%之区间（国际货币基金组织及世
界银行，2014年11月）。
其二，多区域写字楼空置率预计攀
升。就写字楼房地产市场而言，中国东
部、南部以及西南地区的主要城市：上
海、杭州、广州及成都，预期将有大量新
增供应入市，从而导致空置率的攀升及租
金表现的疲软。北京市场内，鉴于新增供
应相对有限，且租金自2013年第二季度以
来已连续6个季度下跌，该市租金将有望实
现适度增长。
其三，商铺物业市场将跃现供应高
峰。中国商铺房地产市场供应量预计将于
今年达到峰值，14个主要城市中将有约
730万平方米新增供应计划入市。这些新
增供应超过7成将来自于非一线城市，且
其中多位于华东区域，业主间的竞争将进
一步加剧。鉴于计划落成的巨大供应量，
多数城市的空置率预计将于今年上升。而
在新增供应如约而至之际，业主已面临来
自电子商务的挑战。这些因素均将迫使众
多业主作出租赁策略调整以吸引及挽留租
户，其中包括租金收取方式与业态及品牌
组合的调整、装修补贴，以及在极端个案
里由业主担保的销售收入。然而，在全国
上下总体租金增长预期受阻之际，核心商
圈内的成熟项目资产表现仍将看好。
其四，物流物业市场面临进一步整
合。物流房地产市场内，预计全国将有近
200万平方米的标准物流仓储新增供应于
今年底前入市。然而，随着物流用地成本
预期上升、多个区域内土地使用年限的进
一步缩减、以及土地供应的持续减少，预
期市场将会跃现进一步的整合。更确切而
言，在地价攀升之际，多层物业预计将会
占据物流仓储设施更大的比例，购地将变
得愈发困难，以及发展商将保持其租金具
备竞争力。此外，电子商务带来的上升需
求将持续引发国内快递行业的激烈竞争，
而对于市场上相当一部分企业而言，市场
竞争将变得过于激烈。与此同时，由于中
国的主流物流物业市场仍将为少数几个主
要市场参与者所主导，物流业投资者或将
着眼于其它类型的仓库及工业物业。跨境
电子商务的发展将如何在海关和国家检验
检疫局的监管、以及网络消费者之间的博
弈中演绎，将成为更加令人关注的话题。
其五，海外投资持续强劲。以中国
发展商和保险公司为首所主导的海外投资
活动今年将继续保持活跃，且其增速有望
超越境内投资。鉴于越来越多的各类投资
者正积极寻求海外投资项目，未来若干年
内对于不同类别物业的投资喜好将得以拓
宽，交易规模亦将随之扩大。在众多备受
瞩目的发展商和投资者将寻觅海外发展及
投资机会之际，数家海外投资者正于中国
商铺及物流业、以及带有商业元素的综合
项目中寻求投资机会。该现象将受持续增
长的零售额以及迅速发展、同时配套物流
设施却已然落后的电子商务所支撑。鉴于
这些类别物业的开发及运营之复杂度，投
资者将青睐于有相关经验的中国发展商或
合作伙伴，并与之建立合资企业或开展其
它合作模式。至少，由于去年住宅市场疲
软已导致众多发展商陷入财务困境，投资
者或将在某些特定情况下于中国住宅市场
寻求投资机会。
核心地段的成熟项目仍能拥有良好的资产表现
Spring 2015 59
Matching skill with demand
China’s biggest cities aren’t
short of Masters of Business
Administration courses. The
country’s first MBA was launched in
1991, and the number of universities
that offer them has grown swiftly since
then. More than a decade ago, major
foreign universities joined the scene,
partnering with local institutions to
provide world-class curricula.
How Chinese professionals—diplo-
ma in hand—use those degrees, and
how Chinese firms put to use the new
skills entering the country’s talent pool,
is a different story.
“I think the biggest challenge at the
moment is trying to understand the
MBA curriculum itself and how rel-
evant it will be to the person’s job and
responsibilities,” said Simon Lance,
regional director of UK-based recruit-
ment company Hays. “Some employ-
ers may list an MBA as desirable, but
I think the challenge really is making
sure the skills that someone learns by
completing an MBA are used in their
job function.”
That can be tricky in China for a
number of reasons. For one, MBAs in
the country are often a status symbol.
Applicants may apply for a program
without fully considering how they will
use the new skills, and this can produce
a large number of highly qualified pro-
fessionals who don’t utilize the abilities
they have picked up in class.
For many employers, an MBA is a
desirable attribute, not a mandatory
prerequisite. That means some business
school graduates might find themselves
in positions that don’t fully employ
their skills.
“I think the challenge for China
and its labor market in lots of areas is
connecting the qualifications and the
degrees to the actual job function,
making sure it’s not just there for sta-
tus, making sure it’s actually utilized,”
Lance said.
Another problem in matching skills
with positions in China is the country’s
outlook on certain areas of expertise.
Human resources is a prime example:
To date, many Chinese companies see
the HR department as little more than
a salary office. However, MBA courses
can help teach how this department can
play a strategic corporate role in a com-
pany’s development.
For Lance, the question is whether
MBA-educated Chinese are able to use
their skills in HR departments on the
mainland. In many traditional Chinese
firms, the answer is likely no, at least
for now.
This will change, though, as compa-
nies and entire sectors experience major
upheavals in tandem with the evolution
of China’s business culture and incom-
ing financial reforms.
One sector to watch is banking.
China’s banking industry has been in a
constant state of change for years, but
regulators are expected to push through
new reforms in the coming months and
years that will require a broader, more
international set of skills.
At a senior level, only a very small
pool of talent holds MBAs or has inter-
national banking experience. As China’s
banking sector opens up to the world,
banks will be“looking at candidates that
have functionally used their MBA and
have been through periods of change or
restructure, mergers and acquisitions,”
Lance said. “It will be quite relevant for
organizations in China’s banking indus-
try over the next five years or so.”
China is producing a multitude of MBA graduates, but these degree holders and their employers aren’t always sure how to use the talent
BUSINESS EDUCATION FOCUS
Spring 201560
商学教育之变急功近利式的商学教育不可取文 | 晗剑
中国当代商学教育已有20多年历史，
在当今变革时代，由于先天不足
等诸多因素，正在受到越来越大的冲击和
挑战，尤其是大学商学院和独立商学院的
存在价值倍受质疑，甚至面临被颠覆的可
能。
前几年，一家费用极昂贵的商学院爆
出内幕，一名心存不满的学员在博文中详
细描述了与一名教授发生冲突的过程，还
历数学院的种种不是，并称学院30%的课
程和教授是徒有虚名。很难从这样的抱怨
判断究竟谁是谁非。EMBA学员大多腰缠
万贯，有些人难免有暴发户心态，他们去
商学院学习的真实目的有些可疑，有的纯
粹就是为了混同学圈子，说白就是希望与
官员和其他商人建立同窗关系，看中的是
权力和金钱可能带来的回报，并非真想从
课程中学到什么有价值的内容。正因为抱
着这样的目的，而多数人是有点资历和身
价的，所以与教授和学院发生正面冲突并
公之于众的情况比较罕见。事态发展到这
种程度，学院方面未能及时化解矛盾也是
导因，而商学教育的功利化和实用化恐怕
是更深层次的原因。
就以EMBA来说，学员多为企业主、
官员和大企业高级经理人，其中不乏所谓
成功人士，他们因何而来？政商关系吸引
力不可谓不大，而这样的结合与腐败高发
不能说全无关系。去年出台的一项政策将
EMBA、后EMBA和总裁班列为“高收费
社会化培训项目”，规定“领导干部一律
不得参加”，据报道引发了官员从EMBA
退学的风潮。如果严格执行，首先就将利
用公费读EMBA的路基本堵住了。接下
来有报道称，此举对商学院EMBA项目
影响不大，学费继续看涨，报名者仍很踊
跃。还有报道称，商学院创业教育热了，
找不到官员关系，可以在同学中找到创业
伙伴。总之，建立各种带有功利目的的关
系似乎比学习课程更受一些EMBA学员青
睐。另一个紧俏项目MBA课程似乎也不见
退潮。创业热刺激商学院大量开设创业课
程。问题是创业理论和教材可以从国外批
发，具备创业实践经验的师资严重匮乏。
有的教授讲了多年创业课程，其实也只会
教学生写商业计划书，商业计划书写得再
好，也无法提高学员创业成功率。而一些
学员其实也只是看中课程能给他们带来的
实际利益：能否获得有前途的创业项目，
能否吸引创业投资，能否建立起各种关系
圈。
MBA的实际管理能力，舆论颇多讥
讽。“在企业运营困难的时候，MBA出身
的CEO只会做两件事：裁员和减薪。”有
人如此评价MBA的管理水准，潜台词是如
此做法何须MBA背景，即便是文盲老板在
遇到经营困难时也会考虑用这两招。国内
商学院教授也许会照搬西方教案，但在管
理实践上不见得有什么心得，再加上MBA
教育近年出现低龄化和低职化倾向，台上
是头头是道、照本宣科的老师，台下是没
有工作经验、迷迷糊糊的年轻学员，真是
以其昏昏使人昭昭。连自己都是一团糨
糊，如何能使学员领会企业管理的精妙之
处。这样的课程居然收取高额费用，反正
有钱就任性的“土豪”多的是，这让商学
院和教授赚得盆满钵满。
商学院发源于西方，但在西方也存在
着争议。管理学家明茨伯格(Henry Mint-
zberg)就在《管理者而非MBA》中严重质
疑商学教育的价值和必要性。
有识之士早就指出，教育的目的是教
书育人，培育出拥有良好人格的学生，商
学教育也如是，不能只教学员怎样将企业
利润 大化。美国创业教育开创者蒂蒙斯
（Jeffry A. Timmons）认为，创业教育
要突出前瞻性和非功利性，给学生设定创
业遗传代码，急功近利式的创业（商学）
教育不可取。而急功近利不但是商业学教
育的大敌，也是企业经营的大敌。
Spring 2015 61
商学院教育
Pulling ahead of the pack at International Business School Suzhou
Could you tell us a little bit about
International Business School Suzhou
(IBSS) and its core principles?
International Business School Suzhou
(IBSS) is the Business School of Xi’an
Jiaotong-Liverpool University (XJTLU),
one of the largest English-speaking
universities in China. The School was
founded on the principles of interna-
tionalism, innovation, inspiration and
integrity, and with leading faculty from
around the world. We aim to become a
truly international business school, and
one of the leading Schools in China.
In fact, our location right in the
heart of the Suzhou Industrial Park,
close to China’s commercial capital,
Shanghai, is crucial as it provides our
students with the ideal conditions for
mutual exchange between business and
academia. This balance underpins a
learning and teaching environment that
ensures our students will graduate with
the knowledge and skills to succeed in
an ever-changing world.
What is the story behind the partner-
ship between Xi’an Jiaotong Univer-
sity and the University of Liverpool?
The partnership represents a unique
model of education in China that aims
to leverage the key values of two well-
established institutions: Xi’an Jiaotong
University, one of the important uni-
versities in China, and the University of
Liverpool, a member of the prestigious
Russel Group with over a hundred years
of history, and rather than just merely
cooperating on a programme level, they
have facilitated the establishment of a
new university incorporating experi-
ence, value and knowledge. It’s more
than an ideological joint-venture; it’s a
brick-and-mortar joint-venture.
What sets the IBSS MBA programme
apart from other business schools?
For the full-time programme our
course stands out because we
had the possibility to design
ours from scratch, a clean slate, and
so we have created a programme that
really goes in deep on the Chinese con-
text. So actually, we want to provide our
students – amidst a truly international
learning environment - with a global
business education that includes strong
knowledge of what China, and Asia
more generally, is and will become in
the future. This is extremely important
because according to recent statistics
over 40% of MBA graduates around
the world are employed by companies
to work either in Asia, or in Asia related
projects. It is this focus which makes
our programme unique and arguably
more relevant than others in Europe or
North America.
The environment is a truly interna-
tional one, with more than 30 nationali-
ties in our faculty, and combined with
British quality and Chinese context we
have a number of different unique sell-
ing points that enrich the student expe-
rience of our MBA programme.
Q: How does the programme balance
the teaching of both business theory
and practice?
Our programme is designed to combine
academic modules and personal devel-
opment, and personal development is
obtained in three ways: first, we plan a
scheduled itinerary that takes the stu-
BUSINESS EDUCATION FOCUS-COPUBLISHED Q&A
one of the leading Schools in China.
In fact, our location right in the
heart of the Suzhou Industrial Park,
The partnership represents a unique
model of education in China that aims
to leverage the key values of two well-
s: Xi’an Jiaotong
important uni-
the University of
of the prestigious
r a hundred years
than just merely
amme level, they
tablishment of a
porating experi-
wledge. It’s more
nt-venture; it’s a
-venture.
MBA programme
usiness schools?
programme our
out because we
ssibility to design
to work either in Asia,
projects. It is this foc
our programme uniq
more relevant than oth
North America.
The environment i
tional one, with more t
ties in our faculty, and
British quality and Ch
have a number of diffe
ing points that enrich t
rience of our MBA pro
Q: How does the progr
the teaching of both bu
and practice?
Our programme is des
academic modules and
opment, and persona
obtained in three ways
scheduled itinerary th
established institutions
University, one of the
versities in China, and t
Liverpool, a member o
Russel Group with over
of history, and rather t
cooperating on a progr
have facilitated the est
new university incorp
ence, value and know
than an ideological join
brick-and-mortar joint-
What sets the IBSS M
apart from other bu
For the full-time
course stands
had the pos
Spring 201562
dents to study at the University of Liv-
erpool’s London campus, in addition
to the residential modules in China,
in order to make the learning process
more inspirational. The second point is
to have flexibility to design the person-
al development activity. And the third
is having a final project that involves
increased exposure to the business envi-
ronment and therefore strong experi-
ence in the business context.
What makes up the core of the cur-
riculum at the school’s International
MBA for executives?
Since this is a part-time programme for
executives, the core theme is general
management and issues relating to gen-
eral management, and the programme
aims to combine a general manage-
ment approach with the specific needs
of each individual. For these reason our
programme has a rigorous academic
approach but with assessments that are
always linked to real life, real practice
and the students’ working environment.
As one of our current students noted:
“the live case studies and hands-on
projects give us practical experience and
are some of the most valuable parts of
the curriculum at IBSS.”
Who can benefit most from the
school’s IMBA programme?
I believe that for the IMBA, or in gen-
eral for any EMBA, the people who
benefits the most are those who wants
to change something about their career;
maybe they want a promotion; they
want to move out of their existing busi-
ness or change their focus, because then
they can combine their studies with
their career plan.
I always say to my students ‘the plan
for your career is not something you
need to think of after an IMBA, but
you need to think about this before
an MBA, because an MBA or EMBA
should be part of a wider plan,’ and our
part-time, weekend course is perfectly
suited to help with this process or aca-
demic and professional development.
What we do through our teaching
is give our students the tools to imple-
ment the plan while they continue to
work, so basically the students who
benefit the most are those who already
have a clear plan and who already
know how the IMBA will help in their
future.
BUSINESS EDUCATION FOCUS-COPUBLISHED Q&A
Spring 2015 63
We ask the professor…..
Why Study an Online MBA at EU Business School?
There are many benefits to
studying an MBA online. We
speak to Professor Nina Rung-
Hoch who lectures in strategy and
entrepreneurship on EU’s Online MBA
program.
What are the advantages for students
studying an Online MBA at EU?
Flexibility, accessibility and affordabili-
ty. Your classroom is never further away
than your mobile phone. Technology
allows even the busiest person to have
the opportunity to complete an accred-
ited degree. This is a rather recent, but
most welcome, development for both
students and teachers, I believe.
What do you think the students gain
online that maybe they wouldn’t gain
attending an on-site program?
Online students receive instructions
from expert professors from many dif-
ferent countries and disciplines, which
may not always be the case due to geo-
graphic, financial or time constraints.
What aspect of the online programs
do you think students benefit from
the most?
Discipline and self-discipline. Without
this it is difficult to finish any online
course. Those who schedule their time
accordingly and don’t miss a class go
on to do very well. In essence, it’s not
all that different from a traditional
classroom environment. Additionally,
many online classrooms are truly glo-
bal. For example, I teach a class with
30 students who represent 22 coun-
tries. By the time the students graduate
they already have a significant global
network in place.
How do you see the future of online
education evolving?
I think online programs will eventually
represent 50% of all educational offer-
ings within the next 10 years.
In 2005, I started developing accred-
ited-online degree programs in the
U.S.A., thus I am fortunate to have
witnessed this worldwide phenome-
non since the very beginning. Lately
we have seen MOOCs (Massive Online
Open Courses) receive a lot of atten-
tion, however they differ from what
you would experience as an online
student. Most online programs have
20-25 students in each class which, in
my opinion, is where the future lies.
This would mean personalized instruc-
tion and attention, in addition to small
classes led by world-class faculty avail-
able at your fingertips. I believe we
have only seen the tip of the iceberg
and that higher education will under-
go fundamental changes over the next
decade and become less teacher centric
and much more student focused.
What’s your method for keeping stu-
dents engaged and motivated through
online learning?
The same methods I would use in a
regular classroom: interesting and rel-
evant topics and discussion; a consist-
ent balance between theory and practi-
cal application; team projects and live
presentations; and ensuring the class
develops from being a group of stu-
dents, to a team of future collabora-
tors.
Are there any challenges when it
comes to online education?
I would say that teaching online takes
much more time and preparation as a
teacher. You not only have to master
your material, but also become famil-
iar with the various technological tools
and techniques to make the teaching
“come alive”.
BUSINESS EDUCATION FOCUS-COPUBLISHED Q&A
Spring 201564
BUSINESS EDUCATION FOCUS-COPUBLISHED Q&A
What has surprised you the most
about teaching this way?
It is certainly a joy to experience the
quieter students, who maybe in a phys-
ical classroom would not receive much
attention, truly shine in the online
environment. I have found the online
classroom to be a great equalizer in the
sense that everyone participates and
that the students think more about
what they say online than in the class-
room. Their comments are visible for
at least a week after, so students tend
to think more before they engage to a
greater degree.
Do students still receive the personal
attention they would receive in a
classroom?
In my experience they receive much
more personal attention. Professors are
able to respond to questions the same
day (or within the hour), plus offer
more direct guidance not only in terms
of the specific class discipline but also
in terms of their future career choices
and current events.
EU Business SchoolEstablished in 1973, EU Business School (EU) is a triple-accredited, multicampus, international business school, delivering exception-ally comprehensive business education in a competitive and global learning environment. Recently ranked number one in CEO Maga-zine’s 2015 global online rankings, the EU Online MBA adapts its on-site counterpart to fit online needs, with an easy-to-use web platform, acclaimed professors with experience in online education and on-campus weeks for a true blended experience.
The Online MBA is available with the following majors:• MBA - International Business• MBA - Communication & Public Relations• MBA - International Marketing• MBA - Global Banking & Finance• MBA - Leisure & Tourism Management• MBA - Entrepreneurship• MBA - Leadership• MBA - E-Business• MBA - Sports Management• MBA - Human Resources Management
For more information about EU Business School’s Online MBA, visit their website: www.euruni.edu or contact them directly at [email protected]
ess School s Online MBA,
Spring 2015 65
The ROI of B-School
There’s no shortage of predic-
tions about the bleak future
of business education. Ris-
ing costs, disruptive technology, issues
with staffing, and market competition
all rank high on the list of issues faced
by business schools, large and small.
However, if you ask MBA alumni about
the value of their business degree, you
will receive an overwhelmingly posi-
tive response. A new survey of graduate
b-school alumni shows that b-school
graduates earn more, climb the ranks
quickly, and successfully expand their
professional opportunities.
The Graduate Management Admis-
sion Council (GMAC) surveyed over
12,000 graduate business school alum-
ni and the results are reported in their
2015 Alumni Perspectives Survey
Report. This provides a global snap-
shot of employment and career progres-
sion for alumni from over 230 graduate
business schools at 71 universities in
16 locations around the world. Survey
participants graduated from business
school between 1959 and 2014. Nine-
ty percent of business school alumni
report that graduate management edu-
cation increased their earning power,
with many rising all the way to the
executive ranks, and participants also
reported high scores for job satisfaction.
Graduates also gave positive marks to
the value of their education in driv-
ing their professional success, as well
as positive reviews of their respective
business school’s alumni association. A
majority of responders even attributed
their success to their engagement with
these associations.
According to Sangeet Chowfla, pres-
ident and CEO of GMAC, “Graduate
management degree-holders consist-
ently tell GMAC their education is a
solid investment and a spur to personal,
professional and financial achievement,
even in up-and-down economies. A
graduate management education isn’t
just a degree, it’s a career catalyst.”
More welcome news for the indus-
try is supported by some recent statis-
tics including many business schools
reporting the strongest MBA job mar-
ket in years, and a survey by employers
that shows ninety percent of employers
intend to hire b-school graduates in
2015. The GMAC survey results show
that an MBA or other graduate man-
agement degree, such as a Master in
Management, Accounting or Finance,
is a positive educational investment
in a highly competitive career market-
place. In the survey, ninety-five per-
cent of alumni even rated their gradu-
ate management education as a good
to outstanding value, and ninety-three
percent said they would recommend
their graduate business program to
others.
Included in the results of the report:
The career trajectories of business
school alumni show consistency in
reaching higher levels of their organiza-
tions irrespective of when they gradu-
ated. The majority of alumni held mid-
level jobs one year after completing
their degree.
Ninety percent of alumni attribute
their graduate management education
to increasing their earning power. In
both developed and emerging econ-
omies, graduate management alumni
exercise enhanced purchasing power.
Business school alumni also move
up quickly in the workplace and have
high levels of job satisfaction.
Reach, Opportunities, and Income
BUSINESS EDUCATION FOCUS
Spring 201566
At EU Business School, you don’t just learn from entrepreneurs, you become one!
Emilija PetrovaManaging Director,
Trade Resource GmbH
Alumna 2002
Supareak Charlie Chomchan
Managing Director,
Pacifi c Rim Rich Group Co., Ltd.
Alumnus 2003
Peter von FortsnerManaging Director,
Häusler Automobiles
Alumnus 2010
Roxana FloresFounder,
BeCaridad
Alumna 2011
Business school is where you build good habits, learn the theory, pick up practical skills and obtain the knowledge necessary to put your ideas into action. You need a business
school that will help you develop both as a businessperson and an entrepreneur. At EU Business School we make a dif-ference in students’ lives and propel them to success.
Viktor GöhlinFounder,
Nokadi
Alumnus 2006
Bart van StratenGeneral Manager,
Van Straten Medical
Alumnus 1996
YOU!
PEOPLE HAVE IDEAS. ENTREPRENEURS MAKE THEM HAPPEN.
BARCELONA | GENEVA | MONTREUX | MUNICH | ONLINE
Marvel Comics Milestone – The Avengers Series
Earthshaking Superheroes
The second installment of The
Avengers series — Avengers
2: Age of Ultron, produced by
Marvel Studios and distributed by Walt
Disney Pictures, will be launched on
May 1, 2015 in the United States. As the
sequel of the most popular and highest-
grossing superhero movie in history,
its official poster and Chinese preview
immediately triggers heated discussions
and huge expectations among Marvel
fans globally. The story is roughly out-
lined in the preview: the whole world is
trembling under the horrible project of
the evil robot, Ultron. Even the super-
heroes are driven into a corner. Can
they turn the situation round and save
the world? The answer will surface this
May.
Considering the outstanding box
office success of The Avengers, it is
understandable why fans are so fanati-
cally expectant with regard to Avengers
2: Age of Ultron. These earthshaking
superheroes who have dominated the
screen for nearly ten years, have once
again aroused our hero dreams.
There is a hero dream in everyone’s heartIn everyone’s heart, there is a hero who
is handsome and miraculous, able to do
anything. In the world of comics, dra-
matic future technology, special effects
and superpower are all vividly present-
ed by these imaginary heroes to realize
our hero dream.
Compared with Japanese manga,
superheroes in American comics are
more fascinating. They possess miracu-
lous superpowers and want to defeat
evil. Such powerful heroism stirs peo-
ple’s blood. Starting with Superman
and Batman in 1930s, the hero epic of
American comics has endured a long
history. The old heroes still linger in
people’s mind while a group of new
heroes step onto the stage, gaining a
new fans worldwide.
The top two comic companies in
America are surely Marvel Comics and
DC Comics. The Avengers is produced
by Marvel Comics.
In the 21st century, the rapid devel-
opment of computer technology makes
it possible to present these superheroes
in movies and therefore creates the cli-
max of comic adaptation. At the begin-
ning, Marvel Comics joined filmdom
only as a brand authorizer. At that time,
X-Men and Spiderman created US box
office records. But the huge success
brought its brand authorizer Marvel
Comics a share of less than US$100 bil-
lion. Marvel Comics hoped to change
this and established an independent
movie company to make superhero
movies by itself. Soon it ambitiously
launched the Marvel Cinematic Uni-
verse Project. Marvel Comics’ super-
heroes have gradually stepped onto the
screen and have won worldwide accept-
ance.
It is undeniable that Marvel Com-
ics conquered the whole world with its
elaborately planned superhero series.
Independent figures as they are - Iron
man, Thor, Captain America – they
are subtly bonded. They fight in the
same world, experience identical situ-
ations and sometimes fight together,
which constitutes one of Marvel Comics
incomparable charms.
ANIMATION
Spring 201568
As we expect The Avengers super-
heroes continue to fight together, we
also imagine that someday the Guard-
ians of the Galaxy will join the battle.
No matter what will happen in the
future to these superheroes, this new
mode of superheroes group fighting will
undoubtedly enable Marvel Universe to
continually expand its global domain.
Super Alliance in Marvel UniverseMarvel Comics began its movie journey
from 2008 with Iron Man, The Hulk,
Thor, and Captain America, creating
several superhero series movies. It later
put these heroes together in The Aveng-
ers. This fascinating group appearance
brought a climax to Marvel Comics
superhero movie series.
The Avengers was released in 2012 as
the sixth of the Marvel Universe series.
The evil force led by Loki, who is sent
into exile in Thor, arrives unexpectedly
and threatens humanity. The SHEILD,
dedicated to guaranteeing global secu-
rity, is driven into a corner. Controller
Nick Fury decides to form an invincible
alliance by gathering powerful superhe-
roes together to save the world. There-
fore, he begins his worldwide journey
and finally manages to persuade Iron
Man, Thor, Captain America, Hulk,
Black Widow and Hawkeye to join the
alliance. By displaying their distinctive
prowess, they defeat the evil force and
save the Earth.
This movie may not be the best we
have ever watched, but it undoubtedly
brings the most shocking and enjoy-
able visual perception. Furious fighting
scenes, marvelous special effects and
breathtaking sound effects constitute
such a successful superhero movie that
wins a number of awards. Although the
movie is filled with fighting scenes, it is
also rich in humorous and tricky lines,
which ease the tension of endless fight-
ing and make this blockbuster more
approachable. The story is not compli-
cated, but each figure is vividly shaped
with flesh and blood. Sharply different
as they are in characters, they form the
best alliance line. Its global box office
hit the top in 2012 by reaching 1510
billion USD, among which Chinese
audience contributed 565 billion RMB.
Such excellent achievement makes The
Avengers a milestone in superhero mov-
ies series and arouses people’s huge
expectations for its sequel.
As the sequel of The Avengers, Aveng-
ers 2: Age of Ultron, the eleventh piece in
Marvel Cinematic Universe series, has
been the center of attention from the
very beginning. As the most important
movie in the second phase of Marvel
Cinematic Universe, its story comes
with a new stage. From the preview,
we can see that when Iron Man tries
to restart the Peacekeeping Plan, an
accident occurs. At the critical moment
when the Earth faces destruction, pow-
erful superheroes step up to save it.
Viewing the history of Marvel Com-
ics, it is not hard to see the Aveng-
ers changing. New heroes join while
some old heroes leave. But while the
alliance changes, the spirit remains the
same. Once the Earth is in danger, they
will join again. And the call will never
change– “Avengers, Assemble!”
Hero under Steel Armor Iron Man is the first movie of Marvel
Cinematic Universe, screened in 2008.
It was adapted from the classic Mar-
vel Comics. Millionaire playboy Tony
Stark makes his fortune by developing
arms and ammunition. After a near-
fatal experience, he decides to use his
wisdom to improve human life. He
designs a series of hi-tech armor for
himself and becomes an eye-catching
hero. Stark is shrewd and witty, lives
a rich and free life, but he also suf-
fers huge pressure both physically
and mentally. While successful in his
career, he experiences serious injury,
bankruptcy and defamation. He makes
indelible contributions to world peace,
but he also once tries to control other
supermen and nearly comes to total
ruin. He is a businessman: clever and
upright, yet also impulsive and some-
times directionless. But once the world
needs him, he will devote his life with-
out hesitation.
Such a superhero with distinc-
tive characters seems not far from us.
His worries and joys, his humor and
smartness are genuine, which makes
this hero under steel armor a quite
lovely person.
ANIMATION
Spring 2015 69
Spring 201570
由迪士尼影业发行，漫威影业制作的第二部复仇者联盟系列
电影——《复仇者联盟2：奥创纪元》，已确定于2015年
5月1日在美国上映。作为史上票房 高、 受观众热爱的超级英
雄电影续集，其官方前导海报和 新中文预告片一经发布，便引
起全球漫威迷们的狂热议论与爆棚期待。从预告片我们不难看出
此次故事格局：这一次，整个世界都在邪恶机器人“奥创”的恐
怖计划下震颤，复仇者联盟的超级英雄们也被逼入绝境，他们能
否再次力挽狂澜、拯救世界，将在今年5月浮出水面。
怖计划下震颤，复仇者联盟的超级英雄们也被逼入绝境，他们能
否再次力挽狂澜、拯救世界，将在今年5月浮出水面。
记漫威“大事件”之复仇者联盟
专题
那些叱咤银幕的超级英雄那些叱咤银幕的超级英雄
看其前作《复仇者联盟》曾在全球创下的优异票房成绩，我
们也就不难理解影迷对于《复仇者联盟2》的期待了。那些在银
幕上叱咤风云近十载的超级英雄们，又一次的唤起了我们的英雄
梦。
每个人心中都有个英雄梦每个人的心中，都有一个英雄梦，他酷炫神奇、无所不能。这样
的梦想起初就由笔尖以画面的形式呈现在纸上、眼前，经由漫画
的途径表现出来。在漫画搭建的世界里，那些炫目的未来科技、
场景特效以及上天入地的非常能力，都借由着幻想中的英雄者一
一呈现，成就我们的梦想。
相较于日本漫画，美漫里呈现的英雄世界更让人着迷，他
们拥有神奇的超能力，并热衷于战胜邪恶、拯救世人，强盛的英
雄主义让人热血沸腾。从上世纪30年代超人、蝙蝠侠的出现开
始计算，美漫的英雄篇章由来已久，至今这些“老英雄”仍未退
位，“新英雄”又被陆续创造出来，在世界各地都有大批拥趸。
美漫里堪称巨头的莫过于漫威漫画公司（Marvel Comics）
与DC漫画公司（DC Comics），复仇者联盟便是漫威漫画公司
的作品。
漫威漫画公司发展历史要回溯到1939年，经过二十余年
发展，在1961年被正式定名为Marvel，旗下拥有蜘蛛侠、钢铁
侠、美国队长、雷神托尔、绿巨人、金刚狼、神奇四侠、恶灵骑
士、蚁人等8000多名漫画角色和复仇者联盟、X战警、银河护卫
队等超级英雄团队。2008年底，华特迪士尼公司以42.4亿美元
收购Marvel Entertainment Inc.，获得了Marvel绝大部分漫画
角色的所有权。2010年9月，Marvel宣布其正式中文名称为“漫
威”，自此聚集了大批的漫威迷、漫威粉，且他们中很大部分都
是成年人。
随着21世纪的到来，依靠飞速发展的计算机技术，在电影中
真实的表现超级英雄终于成为可能，漫画改编的时机总算成熟。
起初，漫威只是作为品牌授权方进入电影行业的。当时，漫威的
《X战警》与《蜘蛛侠》两部影片先后横扫美国票房，但这两个
大获成功的系列电影仅给作为品牌授权方的漫威带来不足1亿的
票房分成。于是，不想再为他人做嫁衣的漫威开始了自制超级英
雄大片的道路，成立了独立的电影出品公司，雄心勃勃的推
出了漫威电影宇宙（Marvel Cinematic Universe，缩写
为MCU）计划。漫威的超级英雄们逐渐走进银幕为全球影
迷接受并喜爱。
Spring 2015 71
漫威电影宇宙是由漫威影业（Mar-
vel Studios）基于漫威漫画出版物中的
角色独立制作的一系列电影所构成的共同
的架空世界。它就像漫画中的漫威主宇宙
一样，是由共同的元素、设定、表演和角
色通过跨界作品所建立的。然而漫威电影
宇宙却又独立于漫威宇宙（Earth-616）
和终极宇宙（Earth-1610），编号为
Earth-199999。同时漫威制订了三个阶
段的计划：在第一阶段，漫威凭借6部影
片，以总计10亿美元的成本换回了高达
37.4亿美元的全球票房。如今第二阶段已
经进入拍摄阶段，第三阶段也已进入筹划
阶段。这意味着几位广受欢迎的超级英雄
将会得到更多的表现机会，同时会有更多
耳熟能详的经典角色加入复仇者联盟。
不可否认，漫威用有计划、有秩序
的趣味英雄串烧，剑走偏锋地征服了全世
界。于是我们看到，钢铁侠、雷神、美国
队长，这些我们熟悉的超级英雄，既相对
独立又彼此整合，共同战斗在同一个世界
中，相互往来、互相穿插，这便是漫威宇
宙的魅力之一。
我们在期待“复联”英雄们继续一起
战斗的同时，不禁会开始设想：也许未来
银河护卫队也会参与到“复联”中来呢。
然而，不论将来漫威如何走下去，不可否
认的是这种新英雄成群结队的方式将会让
漫威宇宙的版图继续扩大。
漫威宇宙里的超级联盟漫威的银幕之旅开始于2008年，漫威依
次将钢铁侠、绿巨人、雷神托尔、美国队
长等超级英雄搬上大银幕，创造了众多超
级英雄系列影片。随后又通过《复仇者联
盟》将他们集结起来，这无疑是超级英雄
们的一次集体亮相，也可看作是漫威英雄
系列影片的集大成者。
《复仇者联盟》上映于2012年，也
是漫威电影宇宙系列第6部影片。片中讲
述以《雷神》中被流放的洛基为代表的强
大邪恶势力突如其来，并对地球人类造成
致命威胁，这让致力于保护全球安危的神
盾局感到措手不及，指挥官“独眼侠”尼
克-法瑞认为必须创建一个“史上 强”的
联盟组织，云集各方超级英雄一起发威，
才能拯救世界于水深火热之中。于是他各
方奔走， 终将钢铁侠、雷神、美国队
长、绿巨人、黑寡妇和鹰眼等六位超级英
雄聚集，组成了“复仇者联盟”。他们各
显神通，战胜邪恶势力，拯救地球于危难
之中。
这部影片也许不是我们看过的 好
的电影，但是却会是视觉上 震撼、看的
过瘾的。激烈的战斗场面、恢弘的特效
制作、大气的音效节奏，构成了这样一部
获奖无数的超级英雄系列电影。虽然影片
中激烈场面非常多，但其中却不乏笑点，
各种吐槽台词比比皆是，在层出不穷的激
烈战斗之间形成缓冲，让这样一部超级大
专题
片更具亲和魅力。影片剧情并不复杂，但
各个人物却被塑造得有血有肉，个性鲜明
却又彼此融合。这部电影的全球票房高达
15.1亿美元，为2012年度全球票房冠军，
而其中5.65亿元还是来自于中国票房的贡
献。如此出色的成绩，让《复联》成为超
级英雄电影界里程碑式的存在，也让人们
对其续集充满无限期待。
的确，接力叫好又叫座的《复联》，
续集《复仇者联盟2：奥创纪元》作为漫
威电影宇宙系列的第11部影片，从一开始
便备受关注。作为漫威电影宇宙第二阶段
重要的一部电影，其故事格局与场景布
置也是迈入一个新的台阶，从预告片中我
们可以看到在本集电影中，当钢铁侠试图
启动处于休眠状态的维和计划时，事情出
了差错，于是在地球面临生死存亡的紧急
关头时，强大的超级英雄们挺身而出承担
起拯救世界的重任。此次，复仇者们将奋
力阻止人工智能机器人“奥创”的恐怖计
划，随之而来的是一场独一无二的、史诗
般的全球大冒险。
纵观漫威几十年的漫画史，复仇者联
盟的阵容也在变化之中，与大多的新旧更
替类似，有新英雄加入的同时，也伴随着
老英雄的离去。然而无论团队在形式上有
专题
怎样的变化，其内在精神都是不变的。当
世界再次降临危机，他们还将并肩携手，
踏上新的征程。当然不变的还有那句熟悉
的口号——“复仇者，集合！”
钢铁战甲下的英雄本色谈起复仇者联盟里的超级英雄，思彼思资
产管理（集团）总裁黄绍忠先生对每位角
色都如数家珍。他认为，如今漫威的动漫
及电影都拥有了覆盖全世界的影响力，它
们的成功并非只是拥有了大批的粉丝拥
趸，而是开启了超级英雄系列影片的鼎盛
时代。小罗伯特 • 唐尼饰演的钢铁侠是超级
联盟里 受欢迎的英雄之一，也是黄绍忠
先生 喜欢的角色之一。不但是因为他无
人能敌的聪明才智与炫酷无比的战甲设计
室，还有他顽强潇洒的品格与风趣幽默的
个性。
《钢铁侠》是漫威电影宇宙的第一部
影片，在2008年上映。影片改编自漫威
漫画中的经典故事，讲述了开发军火起家
的百万富翁花花公子托尼 • 斯达克，经历
生死考验后决心把智慧用在造福人类上，
为自己设计了一系列的高科技装甲，成为
当时 受瞩目的英雄之一。斯达克精明风
趣、过着令人羡慕的潇洒生活，但他同时
也面临着身体和精神上的巨大压力。虽然
事业有成，却也历经多次重伤、破产、黑
化、被控诉。他为世界和平和整个超级英
雄事业做出过不可磨灭的贡献，又因为自
信过甚而试图控制其他超人类，几乎身败
名裂。他就是如此一个聪明、正直而又冲
动、彷徨的商人，然而当世界需要他的献
身，他亦会无所畏惧，英雄本质显而易
见。
这样性格鲜明的英雄人物，在我们
看来，并非是遥不可及般的存在，他的烦
恼哀乐，他的风趣潇洒，都是那么真实，
也让钢铁战甲覆盖下的他显得尤为可爱。
“目前为止，《钢铁侠》系列已经成为了
漫威电影业的基石，钢铁侠值得信赖、鼓
舞人心的、充满志向与抱负的精神已经扎
根在我们的心中。”黄绍忠先生对钢铁侠
也满是赞美之词。
Spring 201572
专题
Spring 2015 73
展，他之所以希望将其多年的收藏展示出来与员工共享，也正体
现了他追求“快乐文化”的企业精神以及建立“快乐商业”的观
念信心。
作为资深的文化创意策略专家，从商业运营、品牌策略到创
意产业、文化活动、杂志主编，黄绍忠先生拥有多重企业及社会
责任，身份的重叠与转变让他乐在其中。黄绍忠先生多年来一直
致力将自己对于文化、创意、设计的理念带给每一位员工，对他
来说，让更多的年轻人参与到文化创意产业中来，用越来越多的
大胆设计及精彩创意，实现人生的价值及梦想，这本身就是一件
让他乐在其中并不遗余力的事情。
黄绍忠先生认为，文化创意无处不在，商业世界亦不例外。
他认为精彩创意与快乐文化也是如今商业建筑里急切所需的，是
让商业跳脱现有窠臼重获活力的重要途径之一。诚然，在商业建
筑里融合前卫的设计感与欢乐的商业元素，就如同将曾经各自为
政的超级英雄们建立联盟一般，必会得到意想不到的成果与收
获。
也许在黄绍忠先生的心中，也有着一个非凡的英雄梦，关于
文化、关于创意、关于商业、关于收藏。他说，他的收藏不仅如
此，其他英雄联盟系列人偶也将陆续在办公室摆出，还有更多相
关复仇者联盟等动漫主题的创意活动也会陆续举办，就让我们共
同期待这些有关超级英雄的视觉盛宴。
动漫收藏家的快乐哲学事实上，黄绍忠先生不仅是商业地产领域的权威，同时还是玩具
收藏家。他一直都希望将公司办公室打造成“动漫博物馆”，让
每位到此的客户都能感受到快乐的商业氛围，让每位员工每天都
在充满创意及正能量的环境里舒心工作。当然，这一切都源于他
对文创产业的热情与追求。
走进他精心筹划设计的集团总部办公室，放眼望去，空间布
局、装饰摆设，无不在彰显着这里的确是一座“动漫博物馆”的
特质。
明亮的绿色墙面与橙黄相接，强烈的视觉冲击迎面而来；挑
高的空间里，楼梯的上下交错顿时让平面产生了立体感；入口处
即是一面独具匠心的杂志墙，各类文化创意类杂志有序铺陈；从
入口一路望进来，各式的玻璃橱窗相连，变形金刚、多啦A梦、
海贼王、Hello Kitty、巴布熊猫，款式多样、琳琅满目、陈列有
序；而 让人惊讶的莫过于身高约2米的1比1“真人版”钢铁侠
以及全系列珍藏钢铁侠人偶模型。每一次的进入走出，都仿佛是
在畅享一座“动漫博物馆”，同时也像是在参观一场创意迭出、
精彩童趣的动漫展。这样的摆设陈列就是黄绍忠先生的独家收藏
同期待这些有关超级英雄的视觉盛宴。
Miyazaki Hayao created a box offi ce legend with pure animation
The fact that Japanese anima-
tion can challenge Disney and
DreamWorks as the most influ-
ential in the world is largely attributed
to one person. That person rejected
computer graphics and persists in con-
trolling the light of each picture manu-
ally. He doesn’t like long TV series and
enjoys making films with elaboration.
He creates box office legend one after
another with his pure animation stories.
He is Miyazaki Hayao, a 74-year-old
man with grey hair who loves to cut
firewood or go to local kindergartens
in his spare time. Recently, Miyazaki
received the Oscar Life Achievement
Award without comment.
He cannot live without mangaMiyazaki Hayao regards the ‘Oscar Life
Achievement Award’ as a reward shar-
ing no big difference from other prizes.
This is not a show of arrogance, but an
indifferent attitude to winning awards.
Born in 1941, Miyazaki Hayao is
the second son of an affluent fami-
ly. His brothers took over the family
business, which gave him more free-
dom to do what he wanted. Miyazaki
revealed in an interview that he had a
special attachment towards his moth-
er and still missed her many years of
her death. His mother, Yoshiko, loved
reading and always expressed concerns
about modern society. Influenced
by his mother, Miyazaki Hayao also
loves reading. He enjoys the works of
Osamu Tezuka, Soji Yamakawa and
his favorite cartoon is Tetsuji Fuku-
shima’s King of the Desert. It was not
until entering Toyotama High School
that he begin to learn drawing system-
atically. The Tale of the White Snake,
the first colorful animated feature film
in Japan which was released in 1958,
aroused Miyazaki’s interest in anima-
tion. During his university years, he
started drawing cartoons and complet-
ed several thousand sketches. Despite
the rapid development of computer
technology, Miyazaki Hayao and his
Studio Ghibli still stick to the tradi-
tional way of hand drawing. Miyazaki
once drew 300 pieces every week for
Drifting Swallow for a year, setting a
record in Japan. In his early anima-
tions, Miyazaki would carefully exam-
ine each picture. Although he later
allotted some of the work to other staff
due to health problems, his idea of
“drawing on paper” has never changed.
Miyazaki Hayao persists in hand
drawing because he thinks that over-
dependence upon machines hamper
humanity’s real growth. Some of his
works are adapted from European
masterpieces and he is influenced by
Western writers to some extent. In
“City of Sky”, there is one sentence say-
ing that people cannot live without the
soil. But to Miyazaki, it should be: he
can’t live without manga.
An Innocent Humanistic Mangaka
ANIMATION
Spring 201574
Why can’t we happily live together?Miyazaki Hayao’s love for Nature fills
his work with fresh and elegant ele-
ments, a simple and romantic atmos-
phere, contrary to the dazzling anima-
tions of Disney. In his work, we are
always exposed under a clear blue sky
and soft white clouds or embraced by
mild ocean breezes or verdant forests.
Sometimes, we come across dated plat-
forms, classic styled trains or an old
courtyard covered in moss. Occasion-
ally, we walk on a blue stone-paved
road flanked by a chimney stack, wind-
mill, bell tower and church. Miyazaki
is fond of using green as a background
color to create a vivid and lively pic-
ture. Leaves sway in the breeze with
each vein clearly visible; farmland of
bright colors are immersed in shadows
and sunlight.
In Pom Poko, a question is asked:
why can’t human happily live together
with leopard cats and other animals?
Although the conflict between humani-
ty and Nature is always troubling Miya-
zaki’s heart, he still manages to create a
pure world for his fans where they can
soar in dreams and acquire heart puri-
fication.
The more we try to forget, the more it will be engraved in our mindHaving witnessed the ruin caused by
war, Miyazaki longs for a peaceful land-
scape of mountains and forests. His
hatred of wars and yearning for peace
and freedom increase more than ever
before. Contrary to his attachment to
his mother, Miyazaki doesn’t like his
father. His father once organized the
production work of Z-plane engines,
which gave Miyazaki the opportunity
to acquaint himself with the plane’s
components. Miyazaki develops a deep
interest in planes and dreams of flying
in the sky.
The image of “wind” which symbol-
izes freedom occurs repeatedly in Miya-
zaki Hayao’s works. Miyazaki names his
studio “Ghibli”, meaning the hot wind
blowing in the Sahara. It is also the
name of a surveillance aircraft “Caproni
Ca.309” made by Italian airplane maker
Caproni. In his last feature film The
Wind Rises, Miyazaki seems to change
his previous innocent style by adding
realism elements. The story is about Jiro
Horikoshi, a Z-plane designer. He is a
person of decency, morality, ambition
and diligence. However, all of his efforts
result in a ruined Tokyo wrapped in a
sea of fire, vast grasslands carpeted with
plane wreckage and the total destruc-
tion of Japan. He knows that his nation
is making a mistake, but he still joins
in making war flying machines due to
his own desire to fly and speed up the
destruction of his own country. “The
wind rises, we should strive to live.” The
film arouses people’s reflection towards
war and manifests the truth that the
more we try to forget, the more it will
be engraved in our mind.”
Innocence is an attitudeAmong all Miyazaki Hayao’s works,
the most representative one should
surely be Spirited Away. For the first
time, Miyazaki Hayao feels proud of
his work. He doesn’t turn it into a mere
fight between the faceless men and
Yubaba. Miyazaki Hayao thinks that
the most meaningful thing for Chihiro
is her getting on the tramcar in a hurry
and beginning her single journey with
some anxiety and some participation.
To Miyazaki Hayao, the ideal way for
growth is not a sudden epiphany after
a devastating blow or after receiving
wise advice from some talented person.
Instead, he approves a gradual grow-
ing and maturing within the ups and
downs of life. Miyazaki Hayao focuses
his efforts on convincing us of the fact
that “we can be happier because inno-
cence is an attitude.”
Survival and freedom, loss and pur-
suit, loneliness and salvation, purifica-
tion and renewal, these are the ever-
lasting contradictions faced by human
beings, and are also the themes that
Miyazaki Hayao explores in his work.
However, despite his contempt for
modern life and technology, Miyaza-
ki Hayao can’t stop the changes tak-
ing place to the world and to himself.
Miyazaki Hayao’s friend, author Hando
Kazutoshi says that Miyazaki Hayao
always feels regretful about his inability
to reproduce the pure land in his heart
with his works. But it is undeniable that
he has created so many dreamy and
beautiful pictures and they will definite-
ly last for generations to come.
ANIMATION
Spring 2015 75
Spring 201576
天真的人文画师宫崎骏用 质朴的动画语言唱响票房传奇
Animation和Cartoon常会被人们混
淆，然而随着铺天盖地的日本动漫
风靡全球，又出现了Anime一词专指日本
动画。日本动画得以叫板美国迪斯尼、梦
工厂，拥有如此的影响力，在很大程度上
要归功于一个人。他坚持“画面的明暗还
是由人控制的好”而排斥CG（Computer
Graphics）形式的动画，不喜TV长剧却
追求精雕细琢的剧场版，用 质朴的动画
语言在世界影坛唱响一个又一个的票房传
奇。他就是宫崎骏，喜欢没事砍砍柴、跑
去附近幼儿园玩的74岁白发老人。他在
近理所当然地捧得了奥斯卡终身成就奖。
对于这项让众人无比艳羡，比肩日本电影
界巨擘黑泽明的闪耀头衔，这位面带微笑
神情随和的老人只是轻描淡写地认为：
“没有必要给退休的人颁发一个非得去美
国领取的奖。但这也是一种荣誉。”
只要离开漫画，就没办法生存“我也是第一次为自己的电影流泪，
送给倾尽全力生活的人。”（《起风了》）
把奥斯卡终身成就奖简单归纳成“一
种荣誉”，并非是宫崎骏的“矫情”，我
们更愿意理解为这是他对所谓奖项的善意
的让步。2002年，《千与千寻》获得第52
届柏林电影节“金熊奖”，2003获得奥
斯卡 佳动画长片奖，他都没出席颁奖典
礼。直到2005年宫崎骏出席第62届威尼斯
电影节领取终身成就奖时，才解释说：“
未知能否得奖，却必须围在颁奖桌前等
待，我不喜欢那种假假的感觉。若邻座有
人得奖还要给予祝福，我不想做那种装模
作样的事。这次因大会已决定颁给我，我
就来领奖。”这样率真的表白，只是因为
各类奖项对于他而言，并非生命的必需，
而只是种荣誉，如此而已。
这种“为而不恃，功成而不处”的艺
术境界，源于他对动漫的真挚热爱。1941
年出生的宫崎骏为宫崎家次子，不但家境
优渥，而且有其他兄弟接班家族企业，使
他尽可以做自己喜欢做的事。宫崎骏曾在
访谈中坦言自己对母亲有着特殊的感情，
即使母亲逝世多年依然十分怀念。他的母
亲宫崎美子十分喜欢读书，并时常质疑社
会现状。受其影响，少年的宫崎骏也十分
喜爱阅读，不但钟爱手冢治虫、杉蒲茂的
漫画，更加对福岛铁次的绘本《沙漠的魔
王》爱不释手。正式学习绘画是从都立丰
多摩高中开始，1958年东映动画《白蛇
传》（日本史上第一部彩色动画长片）的
上映使他对动画产生兴趣。在大学期间的
他热衷漫画创作，累积画稿数千张。在电
脑技术突飞猛进的时代，宫崎骏及其主导
的吉卜力工作室仍然执着地坚持使用传统
方式手工绘制。宫崎骏曾为了《飘零燕》
每个星期画出300幅设计手稿，一画就是
一年多，该记录在日本无出其右。他在早
期的电影作品中会亲自审阅每幅画面，
虽然因为高度工作引起的健康问题，他会
把一些工作交待给吉卜力工作室的其他成
员。但他的“绘画在纸上是动画的基本”
的理念从不曾改变。
认为“过度依赖机械，妨碍了人们
的成长”从而坚持手绘动画的宫崎骏也并
不乏“拿来主义”精神。他的部分作品改
编自欧洲名著，同时也受到一些西方作家
的影响。正是因为东西文化交融在他的作
品中，才使《千与千寻》之于《爱丽丝梦
游仙境》、《天空之城》之于《格列佛游
记》、《哈尔的移动城堡》之于《绿野仙
踪》、《悬崖上的金鱼姬》之于《海的女
儿》，它们如此相似，却又截然不同，散
发出卓尔不群的独特魅力。
在《天空之城》中有句台词“只要离
开土地，就没办法生存”，而宫崎骏却恰
恰是“只要离开漫画，就没办法生存”。
为什么不能和睦的相处呢？“火在一天之内就能烧尽，而水和
风却要花百年的时间来造林。”（《风之
谷》）
《幽灵公主》绝不是仅仅描绘了人神
争夺与守护山林的一场战争，而是提出了
一个千年难解的轮回—人类追求生存与
幸福本能，就是与自然界其他种族冲突的
来源。但这并非是宫崎骏第一部体现他对
绿色大自然深深情感的作品，在他的成名
作《风之谷》及随后的《龙猫》中，都体
现了人与自然的主题。他对自然的热爱使
他在作品中，展现出与迪士尼炫丽奢华完
全不同的素雅、清新风格，和朴实、浪漫
的情调。在他的动画世界里，我们常常身
处碧蓝通透的天空、柔软的白云、温和的
海风、茂密的森林中，也时而邂逅陈旧的
站台、老式火车，进入布满青苔的古老庭
院，或漫步在光滑的青石路上浏览两边的
烟囱、风车、钟楼、教堂。宫崎骏擅以浅
专题
他在 近理所当然地捧得了奥斯卡终身成就奖
Spring 2015 77
专题
绿这种生动活泼的色调为主要背景，配上
细腻得连经络都栩栩如生的树叶，以及明
亮色彩交错的农田，再夹杂几束阳光投射
的光影，于是画面生气勃勃。
在《平成狸合战》中有这样一个疑
问：“人类和狸子还有那么多的动物，为
什么不能和睦的相处呢？”虽然人与自然
的两难抉择一直困扰着宫崎骏，但他的动
漫迷们却反复在他描绘的漫画世界中做
梦、翱翔、获得心灵的洗礼。
越是试着忘记，越是记得深刻“猪是没有国家和法律可言的，战争
和赚赏金有什么区别呢。”（《红猪》）
见识过战后破败景象的宫崎骏不但向
往山林原野的自然风光，而且更加厌恶战
争、向往和平和自由。与对母亲的眷恋截
然相反，宫崎骏对父亲殊乏好感。他的父
亲宫崎胜次先曾主持零式战斗机主引擎的
制造工作，带给他次子的 大好处，就是
让他得以从小接触飞机零部件，从而喜欢
飞机，向往飞行。这造就了《风之谷》中
担负拯救使命的娜乌西卡驾驭着滑翔艇穿
梭于风之谷和腐海之间、《龙猫》中翱翔
于天地间的奇异陀螺、《魔女宅急便》中
骑着茅草扎成的大扫把漂洋过海的小魔女
琦琦，这也造就了《天空之城》中依托大
地矿石中提炼的精华飞行石悬浮于空中的
巨大城堡，而《哈尔的移动城堡》和《千
与千寻》更是只凭魔法便可漫步空中。
象征自由的“风”的意象，也反复出
现在宫崎骏的作品中。由宫崎骏命名的“
吉卜力工作室”，即意为在撒哈拉沙漠上
吹着的热风（ghibli）；同时也是第二次
世界大战时由意大利飞机制造商卡普罗尼
开发的一种侦察机“卡普罗尼 Ca.309”
名字。宫崎骏 后一部长篇《起风了》似
乎一改以往奇幻的风格，多了写实主义，
描述了零式战斗机设计者堀越二郎的故
事。影片所塑造的二郎拥有得体的礼仪、
高尚的道德、远大的理想和勤奋的付出，
但其努力奋斗的结果却是带来东京的一片
火海，那铺满飞机残骸的草原以及日本的
毁灭。他明白这个国家错了，但是他依然
为了自己的飞行梦想投入到战斗机的研制
中， 后加速了自己祖国的消亡。“起风
了，唯有努力生存”，电影对战争反思的
深邃意涵，使人越是试着忘记，却越是记
得深刻。
童真只是一种态度“梦想不会逃跑,会逃跑的永远只有自
己。”（《魔女宅急便》）
在宫崎骏众多经典中，如果非得找一
部 能代表他的作品，恐怕唯有《千与千
寻》了。在制作《千与千寻》的时候，宫
崎骏第一次有很骄傲的感觉，那是因为他
没有把它做成无面人大闹或者和汤婆婆电
光交战，对孩子而言真正重要的是一个人
坐上电车展开匆忙而期待的旅程。宫崎骏
赞赏的成长方式，不是经历大风大浪后的
顿悟或经过高人点拨的捷径，而是在曲折
坎坷中的坚韧和慢慢领悟、成熟。于是我
们从《魔女宅急便》里看到了小魔女琦琦
的成长，从《红猪》中看到了一个把自己
变成猪的中年男人的成长，在《哈尔的移
动城堡》里看到一个年轻魔法师的成长；
我们又从《风之谷》听到“ 远的旅行，
是从自己的身体到自己的心，是从一个人
的心到另一个人的心，坚强不是面对悲伤
不流一滴泪，而是擦干眼泪后微笑面对以
后的生活”，从《龙猫》听到“生活坏到
一定程度就会好起来，因为它无法更坏，
努力过后，才知道许多事情，坚持坚持，
就过来了”，从《千与千寻》听到“不管
前方的路有多苦，只要走的方向正确，不
管多么崎岖不平，都比站在原地更接近幸
福”这些关乎人生各阶段成长的经典台
词。
宫崎骏用他所有的作品来希望我们相
信他，“我们可以更快乐，因为童真只是
一种态度”。
生存与自由、缺失与寻找、孤独与救
赎、净化与再生，这是人类永远的矛盾，
也是宫崎骏始终探寻的主题。无论宫崎骏
如何蔑视现代生活和科技，他都无法阻挡
时代和自己的改变。他的朋友、作家半藤
一利透露，宫崎骏时常感慨时代的变迁，
称自己已无力将心中美丽的世界重现。然
而他已经把太多梦幻般通透美丽的画面留
给了这个时代，并且一定会流传久远。
后，我们尝试用《风之谷》中的一
句话，来归纳宫崎骏的动漫羁绊—“在
我心中，也存在黑暗，如果这是我内在的
森林，那这沙漠也是我内在的东西……若
真是如此的话，他也便是我的一部分”。
（思彼思供稿）
动漫迷们却反复在他描绘的漫画世界中做梦
Spring 201578
六朝古都云飞扬南京已成为世界瞩目的城市文 | 晏格文
在国际舞台上风生水起的中国城市屈
指可数，而南京毫无疑问位列其
中。介于北京、上海这样的一线城市和其
他二线城市之间，南京或许可以被定义为
一个“一点五线城市”。而从历史角度来
看，南京的地位不仅与上海比肩，有时甚
至超越上海，独占鳌头。在中国漫长的历
史画卷上，南京有着比上海更浓墨重彩的
一笔。
过去数十年间，我曾多次造访南京，
近一次就在不久之前，而第一次则要追
溯到1979年。那时我作为路透社的一名记
者，陪同英国坎特伯雷大教堂的主教一同
前往南京，拜访当地新教组织的负责人。
南京有着动人的城市风景，道路两侧
生长着遮天蔽日的梧桐树，大量融合西方
建筑工艺和中国传统设计元素的建筑在此
林立。
如今的南京变化颇大，城市中心诸多
建筑被夷平以让位给开发商建造千篇一律
的高楼大厦。但相比中国大多数城市，南
京的许多历史痕迹在很大程度上都被完整
保留了下来，例如民国时期的大量建筑，
包括政府办公室、民居和酒店在内。对于
正在经历过渡和转变的中国，若要同时展
示其摩登的现代化和源远流长的历史传
统，非南京莫属。
北京理应也拥有这一优势，但作为中
国高速发展的成果，北京经历了彻底的改
头换面。举例来说，南京依然保留着其宏
伟壮观的城墙，而北京则在二十世纪六十
年代末、七十年代初便将其城墙拆除了，
而拆除的原因据说是为建造防空洞提供建
筑材料，这实则是当代北京彻底向过去和
历史诀别的象征。
反之，南京的许多街道和区域规划都
被保留了下来，宛如城市与过往历史相连
的一条重要纽带。参天的梧桐树们仍林立
在此，市政府的民国大楼和环绕着的中式
屋檐也似乎在传递着传统和现代相交融的
文化理念。
即便是在15年以前，南京与上海之
间的距离都至少是五、六个小时的火车车
程，令人感觉南京是个深藏在中国内陆的
城市，相隔海岸线遥远。而如今，两地之
间的距离被高铁缩短至了一个半小时。南
京与世界的距离，也仿佛近在咫尺。
近这次到南京的造访，我见到了
南京市委宣传部部长徐宁女士。作为南京
城市形象创作和宣传领域的重要人物，徐
宁女士给我留下的印象温文尔雅、非常知
性，且极具使命感。她希望能够挖掘南京
无穷的潜力，提升其国际地位，令这座拥
有厚重历史的城市在当今和未来都重新焕
发出往日的华彩。
对于她的计划，我感到非常乐观。
占据长江流域优越的地理位置，南京不仅
是交通物流枢纽，也是制造业重镇，在其
经济开发区拥有不胜枚举的国际企业。对
于中国深厚传统文化和江南文化遗产的复
兴，南京正处于首要的引领位置。作为由
汉族创建和统治的 为强大的朝代之一明
朝的定都首选，南京还可被视作汉文化火
种的继承者和传播者。
中国的经济实力和全球影响力正在逐
步提升，世界对中国方方面面的关注和了
解也在逐渐增加。然而从另一方面来看，
大城市如北京、上海的旅游吸引力在过去
几年却呈现颓势，主要由于北京的空气污
染问题和上海后世博时代的旅游市场稍显
疲软。而对北京、上海感兴趣的游客也早
已游览过这两座城市，此时，南京便有
了“可乘之机”。
在谈及南京的优势时，徐宁女士颇为
自豪，尤其是南京绵延的城墙和精致的云
锦。而南京成为世界瞩目的城市，这些还
仅仅只是冰山一角。
专栏
Spring 2015 79
有效解决问题的管理将问题管理应用于实践进行高水准的问题分析与解决文 | 陈春花
孙继伟教授转来他的《问题管理》新
书书稿给我时，阅读感受过程中想
到一则故事：杰斐逊纪念堂是一座高96英
尺的白色大理石建筑，是为纪念美国第三
任总统而建，在美国是极为著名的旅游景
点。该纪念堂曾经遇到一个重大问题：白
色大理石墙体发生了严重脱落，严重影响
了整座建筑物的安全，更不用提及对建筑
物美观的影响了。
如何解决这一重大问题，美国政府曾
斥巨资试图解决但却未能奏效，后来请专
家来对这一问题进行研究，以找到解决问
题的答案。专家经过初步研究给出结论：
清洁剂对墙体是有害的，清洗大理石墙体
的频率与大理石墙体脱落的程度正相关，
清理大理石墙体的频率越高，脱落的程度
也就是越大。因此建议，减少大理石墙体
的清理次数，这样就可以确保建筑物的安
全了。
但这一结论的指导性却并不好，因为
当减少或停止对大理石墙体的清理时，带
来的结果是白色大理石变得非常脏，严重
影响了杰斐逊纪念堂的景观。
为此，专家继续研究。为什么会频
频清洗墙体？答案是建筑物顶部经常积满
鸟粪。为什么同处于华盛顿广场的林肯纪
念堂没有鸟粪而偏偏杰斐逊纪念堂有？答
案是杰斐逊纪念堂顶部有大量的蜘蛛，蜘
蛛吸引大量的燕子前来觅食筑巢，从而留
下了鸟粪。为什么会有这些大量的蜘蛛？
答案是因为建筑物顶部有某种非常多的小
虫子，而这种小虫子恰恰是蜘蛛 喜欢的
食物。为什么会有如此多的这种虫子爬到
纪念堂顶部？答案是上面开着一些窗子，
阳光容易从窗口射入，这些小虫子除了喜
欢灰垢外，更喜欢阳光，因此它们集居顶
部，并在阳光之下极速繁衍，形成了厚厚
的虫子层。
当问题解答至此时，专家给出了有效
的解决方案：把顶层的窗户关上。一个用
巨资都无法解决的问题就这样解决了。
用这则故事是想表明：有效解决问题
可以带来重要的价值，而如何有效解决问
题，正是管理要关注的。
孙继伟教授所著的《问题管理—高
水准的问题分析与解决》一书正是一部关
注并深入探讨问题管理理论与实践的著
作。如书中所言，将问题视作资源，是问
题管理的重要核心原理。管理之所以可以
变得有效，来源于对资源价值的释放。因
此，这条原理变得格外重要，当不是简单
的将问题视作问题而是一种管理面对的资
源时，价值创造就拥有了可能。沿着这一
重要前提，书中继续对问题管理的更多有
价值的问题展开探讨，包括如何深入挖掘
问题、如何恰当地对问题进行表达以及
如何高效地解决问题等。这些问题清晰
具体，呈现的答案亦简明概括，同时又以
案例来进一步表达其实践价值，从这个角
度，不仅仅是这本书的内容在探讨如何有
效地进行问题管理，而且这本书本身的呈
现也是一个有效问题管理实践的过程。
问题管理不仅是广受管理实践者欢迎
的管理方法，而且在管理思想史上也有重
要的地位，科学管理与人本管理、问题管
理与目标管理，这四大管理思潮分别交替
互动发展，又相互影响和渗透，形成管理
思想史上理论创新和管理模式创新的重要
线索和路径。
如上所述，期待读者可以从书中感受
到问题管理的价值、收获到问题管理的方
法，更重要的是，应用到实践中去，从而
完成高水准的问题分析与解决。（作者陈
春花系华南理工大学工商管理学院教授、
博士生导师）
专栏
有效解决问题可以带来重要的价值
LOOKING AT CHINA
PorkIf none is not an option, then let’s go with betterBy Graham Earnshaw
Pork is some-
thing almost all
Chinese peo-
ple like to eat, and who
am I to begrudge them
the joy and satisfaction
of chewing on a juicy
hunk of meat removed
from the carcass of a
dead animal? I don’t eat meat - pigs,
cows, chicken, human beings, none of
it. But I do eat fish. My choice is not
religious or philosophical or based on
an assumption of the relative men-
tal awareness of one living thing over
another. Maybe plants have feelings too,
how would I know. My choice is based
on health considerations. I believe,
rightly or wrongly, that NOT eating
meat is healthier than eating meat and
as I have a clear personal target of living
to the age of 200, I do not eat meat.
But I am not evangelistic about it.
I am not going to try and convert you
to my way of thinking and I don’t care
what you eat or don’t eat.
The planet of course would be bet-
ter off if everyone stopped eating meat.
The environmental impact of meat pro-
duction is truly horrendous and dev-
astating. But again, I am not going to
become a environmental campaigner.
Meat production today is mostly
a highly industrialized process. Large
amounts of chemicals are used in the
production of pork and all other forms
of mass market meat. Hormones to
speed up growth and increase size and
fattiness. No doubt lots of other sub-
stances that I know nothing of. One
impact of this industrialized produc-
tion is cheap food. But it has also given
rise to widespread and often hidden
medical issues. The most extreme cases
involve the deaths of people who have
eaten meat that comes out of this logi-
cally unnatural production industrial-
ized production process. I could list out
cases in China in recent years, but there
is no point. You know it as well as I do.
But regular consumption of meat pro-
duced in this way also causes less read-
ily obvious, more insidious problems.
Including, obviously, obesity.
So Chinese people like to eat pork.
And they are also increasingly worried
about food safety for themselves and
for their family members. One of the
solutions, it seems to me, is increased
production of boutique organic pork
for the more wealthy members of Chi-
nese society.
Nearly 10 years ago, I met a man
on the road in Hubei province, during
my long walk across China. His name
is Yang Feng and over the intervening
years I have kept in contact with him, or
rather he has kept in contact with me.
A few years ago, he founded a pig farm.
The farm uses totally organic methods
for raising the pigs. I have been there
on several occasions and they seem to
eat mostly pumpkin and lettuce. We
started talking about how to expand
and grow the concept. I asked him to
send a sample of his product to a labo-
ratory in Wuhan for testing. It came
back totally clean, completely devoid of
nasty chemicals.
We are currently working on devel-
oping and fixing a model for organic,
safe pork production. I want a model
that can be easily reproduced in the
environs of any major city around
China. I want to make his brand stand
for safe, reliable, tasty, and healthy pork
production. An open secret in cities
across the nation.
Yang Feng is currently selling his
product at a mock up of around 30%
over market rights. I believe this under-
selling the value of what he’s doing. The
price for the best and the cleanest pork
in China should be two, three or even
four times the regular market price.
That would provide an excellent return
for both my friend and for investors
who come in to support him.
Quality is usually not cheap. Some
people may say that this concept is elit-
ist. But the rich and the powerful have
always had access to better products of
all kinds.
But China’s middle-class, no matter
how you define it, is growing and the
willingness on the part of ordinary Chi-
nese consumers to spend a significant
portion of their income on good quali-
ty, safe food is definitely also on the rise.
I am hoping that my friend can do
something good for China by providing
people with peace of mind and a more
tasty morsel to stick in their mouths.
And I would like to help him do it.
Spring 201580
晏格文
有机猪肉不吃猪肉并不现实，但至少选择品质上佳的文 | 晏格文 (Graham Earnshaw)
猪肉几乎可以称得上是中国人都普遍
喜爱的食物。动物被处死后，人们
使用从它身上割下的各个部位的肉以制成
美食，肉汁丰富，大快朵颐，颇为满足。
对于这种美食体验，我却并不羡慕，因为
我不吃除了鱼类以外的任何肉类，包括猪
肉、牛肉、鸡肉在内。这并非出于任何宗
教原因或哲学上的考虑，也并非基于一切
生命平等的心理认知和假设。毕竟同理类
推，植物也许亦有感知，只是我们不得而
知罢了。我做出不吃肉类的决定主要还是
由于健康上的考虑。无论实际正确与否，
我都坚信不吃肉是要比吃肉健康许多的饮
食习惯，我希望长命百岁、延年益寿，那
么肉类就在我的饮食菜单中被剔除了。
在此，我并非想要传道布教，喋喋不
休关于不吃肉的益处，也并非想尝试改变
他人的饮食习惯和健康理念，毕竟这是纯
粹的个人选择，我也并不在乎其他人吃肉
与否。
然而，如果每一个人都不再吃肉，我
们居住的星球将会变得更加美好，因为肉
类的生产对环境造成的影响着实可怕而具
有毁灭性。但再次重申，我并不会因此成
为环保活动家。
肉类生产在当今时代是一个高度工业
化的过程。大量的化学成分被用于猪肉在
内的肉类生产加工中，例如注射激素以加
快猪的生长，令其增肥增重，更不用提我
们闻所未闻的其他化学物质的使用了。这
种高度工业化生产模式的影响之一是由此
诞生了许多廉价食品，降低了食品价格。
然而与此同时，也导致了诸多广泛存在、
不易察觉的身体疾病。 极端的情况包括
食用工业化生产后的猪肉而致死的案例。
近年来此类食品安全问题导致的案例在中
国并不罕见，我也能列举二三，但对于问
题的解决无济于事，毕竟食物安全已是人
尽皆知的社会问题，无需再三强调。不过
值得一提的是，经常购买和食用工业化生
产的肉制品还将会导致其他隐性和潜在的
健康问题，例如肥胖。
在喜爱吃猪肉的同时，中国人也开
始越发担心食品安全问题会影响自己和家
人。在我看来，解决的方法之一便是为中
国社会相对富裕的阶级生产更多优质天然
的有机猪肉。
将近十年前，我的徒步中国之旅途经
湖北省时，在那儿认识了一位名叫杨峰的
朋友，在这十年里我和他都保持着互相之
间的联系。几年前，他找到了一家完全以
有机方式养猪的养猪场。我也曾有机会造
访过几次，亲眼目睹那里的猪食用的大多
是南瓜和莴苣。于是，我们开始商讨如何
将这一养殖理念发扬光大。我让他将猪肉
样品寄给武汉的一家实验室做化验，实验
结果显示猪肉非常绿色健康，完全不含任
何有害的化学成分。
目前，我们正着手建立和发展这种安
全有机的猪肉养殖生产模式。我希望我们
所建立的这一模式能够被复制，继而在全
国主要城市的郊区县推广适用。我也希望
他的品牌在全国消费者眼里代表着安全、
可靠、美味和健康的猪肉，成为业界公开
的秘密。
杨峰目前正在以高于市场上普通猪肉
30%的价格出售他的产品，我认为这一定
价严重低估了他的产品价值。品质 佳的
安全猪肉，在中国至少值得卖出相当于普
通猪肉市场价两倍甚至三、四倍的价格，
这才对得起他和投资者们的付出。
好的质量通常与高的价格成正比。
有些人可能会认为这是一种精英主义的理
念，但不可否认，金钱和权力往往是人们
获取更好产品的保障。
无论如何被定义，中国的中产阶级数
量都在呈现持续增长，一部分中国普通消
费者将收入的重要部分花费在安全优质食
品上的意愿也呈现出了明显的增幅。
但愿我的这位朋友能够通过生产健康
猪肉的方式，为中国和中国人做出一些自
己的贡献。我也非常乐意助他一臂之力。
看中国
Spring 2015 81
Accounting Firms
Harris Corporate Services Ltd
www.harrissec.com.cn
Shanghai Office
Suite 904, OOCL Plaza,
841 Yan An Zhong Road,
Jing’An,
Shanghai, PRC
Tel: +86 21 6289 8813
Fax:+86 21 6289 8816
Beijing Office
Room 2302, E-Tower, No.12
Guanghua Road, Chaoyang,
Beijing, PRC
Tel: +86 10 6591 8087
Fax: +86 10 8599 9882
Guangzhou Office
Room D-E, 11/F, Yueyun
Building
3 Zhongshan 2nd Road
Guangzhou, PRC
Tel: +86 20 8762 0508
Fax: +86 20 3762 0543
Hong Kong Office
7/F, Hong Kong Trade Centre
161-167 Des Voeux Road Central
Hong Kong, PRC
Tel: +852 2541 6632
Fax: +852 2541 9339
Airlines
Beijing
Lufthansa German Airlines
Beijing Office
www.lufthansa.com.cn
S101 Beijing Lufthansa Center
50 Liangmaqiao Road, Chaoyang
Tel: +86 10 6468 8838
Northwest Airlines Airport
Office
www.nwa.com
32271 Passenger Terminal 2,
Capital International Airport
Tel: +86 010 6459 7827
KLM - Greater China Regional
Office
www.klm.com.cn
1609-1611 Kuntai International
Mansion, B12 Chaoyangmenwai
Avenue, Chaoyang, Beijing
Tel: +86 10 5922 0747
Fax: +86 10 5879 7621
Shanghai
Air France - Shanghai Office
www.airfrance.com.cn
3901B Ciro’s Plaza
388 Nanjing Road West
Tel: +86 21 6334 5702
Business Schools
Shanghai
Fudan University - Washington
University EMBA
www.olin.wustl.edu/shanghai
(English)
www.fdms.edu.cn/olin (Chinese)
Room 710, 670 Guoshun Road
Shanghai, China, 200433
Tel: +86 21 5566 4788
Fax: +86 21 6565 4103
Manchester Business School
Part-time Global MBA
http://china.portals.mbs.ac.uk
Starts December 2013,
Shanghai
Suite 628, 6/F Shanghai Centre,
1376 Nanjing Road West,
Shanghai
Tel: +86 21 6279 8660
Tongji University SIMBA
A309 Sino-French Center, Tongji
University, 1239 Siping Road
Shanghai, PRC
Tel: +86 21 6598 0610
Fax: +86 21 6598 3540
China Europe Int’l Business
School
(CEIBS) MBA
www.ceibs.edu
Tel: +86 21 2890 5555
Fax: +86 21 2890 5200
Shanghai Jiaotong-Euromed
Management AEMBA Program
(MBA/EMBA)
www.aemba.com.cn
Tel: +86 21 5230 1598
Fax: +86 21 5230 3357
International Schools
Harrow International School
Beijing
www.harrowbeijing.cn
No. 5, 4th Block, Anzhenxili
Chaoyang, Beijing 100029
PRC
Tel: +86 10 6444 8900
Fax: +86 10 6445 3870
Saint Paul American School
www.stpaulschool.cn
18 Guan Ao Yuan, Longgang
Road Qinghe, Haidian, Beijing
100192
PRC
Tel: +86 137 1881 0084
Shanghai
Livingston American School
www.laschina.org
580 Ganxi Road
Tel: +86 21 6238 3511
Fax:+86 21 5218 0390
Shanghai Community
International School (Pudong
Campus)
www.scischina.org
800 Xiuyan Road, Kangqiao,
Pudong
Tel: +86 21 5812 9888
Fax:+86 21 5812 9000
British International School
Shanghai - Pudong Campus
www.bisshanghai.com
600 Cambridge Forest New
Town, Lane 2729 Hunan Road,
Pudong
Tel: +86 21 5812 7455
Hotels
Shanghai
Grand Mercure Hongqiao
Shanghai
www.grandmercurehongqiao.com
369 Xian Xia Road, Chang Ning
Shanghai
Tel: +86 21 5153 3300
Fax: +86 21 5153 3555
LISTING
Spring 201582
LISTING
reservation@
grandmercurehongqiao-shanghai.
com
Zhejiang Narada Grand Hotel
www.wtcgh.com
122 Shuguang Road,Hangzhou,
China 310007
Tel: +86 0571 8799 0888
HR/Recruitment
Beijing
Beijing Deco Personal Services
Ltd.
china.adecco.com
D 9/F Tower II China Central
Place, 79 Jianguo Road,
Chaoyang, Beijing
Tel: +86 010 5920 4320
Fax: +86 010 5920 4322
COSCO Manning Cooperation
Inc.
www.coscoman.com
6/F Building 3 Kaixuan Centre,
170 Beiyuan Road, Chaoyang,
Beijing
Tel: +86 010 5963 9300
Fax: +86 010 5963 9311
EPC Consulting Ltd. Beijing Rep.
Office
www.epc-search.com
919 Ruicheng International
Centre, 13 Nongzhanguan Road
South, Chaoyang, Beijing
Tel: +86 010 6503 1559
Fax: +86 010 6507 1127
Hewitt Associates (Beijing)
www.hewitt.com.cn
10/F Beijing Sunflower Tower,
37 Maizidian Street, Chaoyang,
Beijing
Tel: +86 010 6587 5800
Fax: +86 010 8527 5115
Manpower & Standard Human
Resources (Shanghai) Co., Ltd.
Beijing Branch
2/F, E1 Office Building Oriental
Plaza, 1 DongChang’an Street
Dongcheng, Beijing
Tel: +86 10 8518 8816
Guangdong
Levin Human Resources
Development (Guangzhou) Ltd.
www.levin.com.hk
V15 4/F Goldlion Digital Network
Center, 138 Tiyu Road East,
Tianhe, Guangzhou, Guangdong
Tel: +86 020 2886 0665
Fax: +86 020 3878 1801
Shanghai
ADP China
www.adpchina.com
30/F Golden Bell Plaza, 98
Huaihai Road Central, Shanghai
Tel: +86 021 2326 7999
Fax: +86 021 2326 7998
Hudson Recruitment (Shanghai)
Co., Ltd.
2302-2303, 2201-2206 Hongyi
International Plaza, 288 Jiujiang
Road, Shanghai
Tel: +86 21 2321 7888
Language Schools
MandarinKing
www.mandarinking.cn
Shanghai
No.555 West Nanjing Road,
Room 1207 12th Floor, Plaza
555 Shanghai
PRC
Course Inquiry: 400 618 6685
Office Tel: +86 21 6209 1063
Office Tel: +86 21 6209 8671
Hotels
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Hotel New Otani Chang Fu Gong
www.cfgbj.com
26 Jianguomenwai Avenue,
Chaoyang,Beijing
Tel: +86 10 5877 5555
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Kempinski Hotel Beijing
Lufthansa Center
www.kempinski.com/beijing
50 Liangmaqiao Road, Chaoyang,
Beijing
Tel: +86 10 6465 3388
Fax: +86 10 6410 4080
reservations.beijing@kempinski.
Com
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Kempinski Hotel Suzhou
www.kempinski.com/suzhou
1 Guobin Road, Suzhou Industrial
Park
Jiangsu
Tel: +86 512 6289 7888
Fax: +86 512 6289 7866
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Kempinski Hotel Wuxi
www.kempinski.com/wuxi
18 Yonghe Road, Nanchang
Wuxi, Jiangsu
Tel: +86 510 8108 8888
Fax: +86 510 8108 8000
Liaoning
Doubletree by Hilton Shenyang
www.shenyang.doubletreebyhilton.
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b16/F Wuai International
Building, 65-3 Renao Road,
Shenhe
Shenyang, Liaoning
Tel: +86 24 8411 8888
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Shanghai
Four Seasons Hotel Shanghai
www.fourseasons.com/shanghai
500 Weihai Road, Shanghai
Tel: +86 21 6256 8888
Fax: +86 21 6256 5678
reservations.shg@fourseasons.
com
Grand Mercure Hongqiao
Shanghai
www.grandmercurehongqiao.com
369 Xian Xia Road, Chang Ning
Shanghai
Tel: +86 21 5153 3300
Fax: +86 21 5153 3555
reservation@
grandmercurehongqiao-
shanghai.com
Grand Hyatt Shanghai
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Jin Mao Tower, 88 Century
Avenue Pudong, Shanghai
Tel: +86 21 5049 1234
Fax: +86 21 5049 1111
Starwood Asia Pacific Hotels
& Resorts PTE. Ltd. Shanghai
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
The Leading Hotels of the
World, Ltd. Shanghai Rep.
Office
www.lhw.com
501A Shanghai Center, 1376
Nanjing Road West, Shanghai
Tel: +86 21 6279 8951
Spring 201584
Fax: +86 21 6279 8952
PR Agencies
Ketchum Newscan Public
Relations
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Shanghai
218 Tianmu Road West
Tel: +86 21 6353 2288
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Chaoyang
Tel: +86 10 5907 0055
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Ogilvy Group
www.ogilvy.com
Beijing
9/F Huali Building, 58 Jinbao
Street, Dongcheng
Tel: +86 10 8520 6000
Fax: +86 10 8520 6060
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
Lanson Place Central Park
Residences
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
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
Real Estate/Business Park
Sandhill Plaza
www.sandhillplaza.cn
2290 Zuchongzhi Rd, Zhangjiang
Hi-Tech Park
Shanghai 201303
Tel: +86 21 6075 2555
Shenyang
Shenyang International
Software Park
No.860-1 Shangshengou,
Dongling, Shenyang City,
Liaoning Province, 110167
Tel: +86 24 8378 0500
Fax: +86 24 8378 0528
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
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
Getchee Inc.
www.getchee.com
D2-D3/26F, ShenYa Financial
Plaza
No.895 West Yanan Rd, Shanghai
200050, China
Tel: +86 21 6439 6350 213
YouYou Space Self Storage
http://www.youyouselfspace.com
1/F, East Tower
800 East Guoshun Rd
YangPu District
Shanghai
Hotline: 400-680-1716
GRM: Document Storage
Media Vault Storage
Certified Destruction
Shanghai
Unit 2, Lane 271, Qianyang Road
Tel: +86 21 5270 3311
Beijing
6 Shuangyang Road, Beijing
Economic and Tech. Dev. Zone
Tel: +86 10 6789 2800
Guangdong
8 Qiufuilu District, Fumin
Industrial Park, Dalang Town,
Dongguan
Tel: +86 769 8222 9922
LISTING
Spring 2015 85
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 RMB 180 PER
MONTH
• FIND MORE ON REGUS.CN
BEIJING (14 LOCATIONS)
Regus Beijing Taikang
Financial Tower [NEW]
23/F, 38 East Third Ring Road,
Chaoyang District
Regus Beijing NCI Centre
15/F, 12A Jianguomenwai Ave.,
Chaoyang District
Regus Beijing Financial Street
Excel Centre
12/F, 6 Wudinghou Street,
Xicheng District
SHANGHAI (26 LOCATIONS)
Regus Shanghai Centre [NEW]
5/F, West Office Tower, 1376
Nanjing Road West, Jing’an
District
Regus Plaza 66
15/F, Tower 2, No.1266 West
Nanjing Road, Jing’an District
Regus Shanghai Bund Centre
18/F, 222 Yan’an Road East,
Huangpu District
GUANGZHOU (7 LOCATIONS)
Regus Guangdong
International Building [NEW]
7/F, Main Tower, 339 Huanshi
Road East, Yuexiu District
Regus The Place
[COMING SOON]
8/F, 618 Xingang East Road,
Haizhu District
SHENZHEN (6 LOCATIONS)
Regus Panglin Plaza
35/F, 2002 Jiabin Road, Luohu
District
Regus A8 Building
15/F, A8 Music Building,
No.1002 Keyuan Road,
Tech Zone, Nanshan District,
CHENGDU (3 LOCATIONS)
Regus Square One
11/F, No.18 Dongyu Street,
Jinjiang District
CHONGQING (2 LOCATIONS)
Regus HNA Poly Plaza
[COMING SOON]
35/F, No.235 Minsheng Road,
Yuzhong District
DALIAN (2 LOCATIONS)
Regus Xiwang Tower
[COMING SOON]
9/F, 136 Zhongshan Road,
Zhongshan District
HANGZHOU (3 LOCATIONS)
Regus Delixi Mansion [NEW]
9/F, Building A, No.28 Xueyuan
Road, Xihu District
KUNMING
Regus Master [COMING SOON]
16/F, East Tower,
Dongfangshouzuo No.1
Chongren St. Jinbi Road, Wuhua
District
NANJING (2 LOCATIONS)
Regus Jinling-Asia Pacific
Tower [COMING SOON]
8/F, Jinling Hotel Asia Pacific
Tower No.2, Hanzhong Road,
Gulou District
NINGBO (2 LOCATIONS)
Regus Raffles City
8/F, No.99 South Daqing Road,
Jiangbei District
SUZHOU
Regus JinHope Plaza [NEW]
11/F, Tower 2, 88 Hua Chi
Street, SIP
TIANJIN (2 LOCATIONS)
Regus Tianjin Centre
8/F, No.219 Nanjing Road,
Heping District
WUXI
Regus Hongdou International
Plaza [NEW]
25/F, No.531 Zhongshan Road,
Chong’an District
WUHAN (2 LOCATIONS)
Regus Poly Plaza [NEW]
18/F, No.99 Zhongnan Road,
Wuchang District
XI’AN
Regus Capita Mall Office
[COMING SOON]
11/F, No.64 South 2nd Ring
Road, Yanta District
XIAMEN
Regus International Plaza
8/F, 8 Lujiang Road, Siming
District
Vantone Commercial Center
www.VantoneCommercialCenter.
com
Level 26 & 27, Tower D, Vantone
Center, No 6 Chaowai Ave
Chaoyang, Beijing
Tel: +86 10 5905 5905
The Executive Centre
Shanghai
International Finance Centre
Level 8, International Finance
Center, 8 Century Avenue,
Pudong
CITIC Square
Level 35, CITIC Square, 1168
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
Nanjing West Road, Jing’an
Xintiandi
Level 5, Xintiandi, 159 Madang
Road, Luwan
The Centre
Level 20,The Centre, 989
Changle Road, Xuhui
Chong Hing Finance Centre
Level 12, Chonghing Finance
Centre, 288 Nanjing West Road,
Huangpu
Tel: +86 21 6062 7183
Apollo Business Center
Apollo Huaihai Center [New]
4/F, Fuxing Commercial Building
139 Ruijin Road (No.1)
Huangpu, Shanghai
Tel: 021-6136-6088
Apollo Flagship Center
Apollo Building
1440 Yan’an Road (M)
Jing’an, Shanghai
Tel: 021-6133-1888
Apollo Tomson Center
22/F, Tomson Commercial
Building
710 Dongfang Road
Pudong, Shanghai
Tel: 021-6165-2288
Apollo Xuhui Center
16/F, Feidiao International Building
1065 Zhaojiabang Road
Tel: 021-5158-1688
Apollo Hongqiao Center
26/F, New Town Center Building
83 Loushanguan Road
Tel: 021-3133-2688
LISTING
Spring 201586
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.
The CD-ROM version contains:
• More than 7,400 companies
• More than 16,400 offices
• More than 13,300 contacts
• More than 8,500 emails
PRICINGCD-ROM: US$400/RMB2,800
SinoMedia Best Sellers1. China Enterprise Directory2. China Business Guide3. China Enterprise Directory 4. Top Global 500 Companies in China Directory5. China Financial Services Directory CD-ROM
CD-ROM powerful features:
• Print mail labels
• Export Email: All emails can be exported into an Excel spreadsheet, you can
send your marketing information to all listed emails
• Hyperlinks: Link via the Internet to the websites of listed companies
• Memo: Users can enter their own notes
• FULL SEARCH CRITERIA:
• Industry - Search companies by 60 major industry
categories
• Location - Find companies located in all parts of China
• Company Name - Find the contact information of
specific companies
• Nationality - Search companies by their HQ locations
• Job Title - Find the key executives you are looking for
• Memo - Track the record you entered in the CD
database
*CD-ROM is available only for Windows operating systems
