CER Spring 2015

SPRING 2015 VOL. 26, NO. 1 | www.chinaeconomicreview.com

China, Coal & CO2 聚焦上海经济热点

2015ฤࠔଈఓ

EDITOR’S NOTE | 编者的话

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

SPRING 2015 VOL. 26, NO. 1 | www.chinaeconomicreview.com

2015ฤࠔଈఓ

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，

China, Coal & CO2 ऒ࢒ഐ‫࠾ࣤݢ‬ಫ‫׌‬

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

Executive Editor ᓍ‫ ܠ‬Graham Earnshaw Deputy Executive Editor ঃᓍ‫ ܠ‬Philip Liu Editor-at-large ߲‫ ཽۈ‬Graham Earnshaw Executive Consultant ၅ᇳᓜଜ Alex Wong Shiu Chung Associate Editor ‫ ૷ܠ‬Skye Sun

Editorial Assistant ᓐಯ

Milo Zhang

Art Editors ගၣ‫ ૷ܠ‬Jason Wong

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。”

Sales Director ሾ၉ᔐପ Ralph Wang Account Managers ሾ၉ளಯ Jerry Cheng

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his issue of China Economic Review looks at developments in the Chinese world, economic, environmental and

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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 balancing forestry, economic development and tourism. Derivitives

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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

Suite M, 3/F, Tower 3,

Kwun Tong Industrial Centre,

happening. On the cultural side, we look at China’s burgeoning

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movie industry and also the world of animation, one of the hot-

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test areas of film. There is also a profile of one of the world’s true

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animation geniuses, Miyazaki Hayao, a seminal inspiration both

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to Chinese and Western animators.

Spring 2015

03

目录 CONTENT

15

28

Cover story China, Coal & CO2 China’s carbon emissions could save the world— or doom it

18

ቤ਋‫ފ‬

The House View

16 网变

14 Infrastructure funding

Month in Review

20 ௡ୡ

18 Newsbriefs

঱࣡षტ

Profile

24 充满文化情怀的新儒商

20 ॖෂ৺ူ 36 聚焦上海经济热点

22 Contemporary Confucian Businessman with Deep Culture Attachments

40 Coverstory 28 China, Coal & CO2

જᄌ 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

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Spring 2015

Feature story 34 Beyond the Bund

Culture 40 Genre bending

目录 CONTENT

52 Q&A 50 Fred Fuseau, Manager of Morton’s Shanghai restaurant

Economy

36

ॖෂ৺ူ

52 Growth vs growth

௡ୡ࿟਱ེ࢛

54 It’s complicated 56 Finding its feet

ಯ‫ݤ‬ Business Education Focus

58 楼市机会在哪里

60 Matching skill with demand 62 Pulling ahead of the pack at the

࿜ኧᏔ୴Ꮉ

International Business School

61 商学教育之变

ᓜᄌ 70 那些叱咤银幕的超级英雄

Suzhou 64 Why Study an Online MBA at EU

59

Business School?

66 The ROI of B-School

76 天真的人文画师

Animation ᓜ౺

68 Earthshaking Superheroes

78 六朝古都云飞扬

74 An Innocent Humanistic

79 有效解决问题的管理

ఘᒦਪ 81 有机猪肉

06

Spring 2015

Mangaka

Look at China

66

80 Pork

THE HOUSE VIE W

Infrastructure funding If spend you must, spend wisely

A

ccelerated payouts for infrastructure projects are undermining official efforts to wean local governments off overreliance on old revenue sources, but these funds could still prove a boon if applied prudently 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 economist Nathan Sheets says what everyone 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 efficiently 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 government lending or land sales, two fundraising methods that even the most

14

Spring 2015

inattentive cadre will tell you aren’t holding up too well these days. The pre2014 plan was to wean local governments off their old revenue sources in order to better guard against more serious 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 reducing 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 alternative, in September China’s Ministry of Finance issued a notice promoting public-private partnerships in infrastructure investment. But this was largely an empty gesture.

As downward pressure on the economy grew, this optimistic sentiment was soon drowned out by waves of cash from the central government after the State Council decided to streamline approval reviews for infrastructure investment projects. And it worked: In its latest annual outlook report accounting firm KPMG credited investment in infrastructure and agriculture with helping to partially offset economic downturn, noting that both had annual growth rates of more than 20% in 2014; in January, Bloomberg reported

China was accelerating 300 infrastructure 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 coverage – 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 highspeed rail, energy and urbanization going forward. That likely means muchneeded reforms to infrastructure funding in China will be further frustrated so long as China’s economy refuses to cooperate.

The upshot is that prudent urbanization investment remains key to making China’s already swollen cities more livable, 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

THE HOUSE VIE W

A FREEWAY TO EVERY DOORSTEP: China’s blowout infrastructure construction continues but mis-allocation and inefficiency blunts the impact

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 proven particularly susceptible to floods as the city’s impermeable surfaces expand ever-outward to accommodate a ballooning population of migrant workers.

That leaves rainwater nowhere to flow but into, and then back out of, an insufficient patchwork of semi-connected pipes. (Sometimes including the subway 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 impassable lakes. The city government quickly 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 single 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 problem wasn’t only not going away—it was getting worse.

Huang said Beijing had since taken major initiatives in managing drainage, 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 Sovietdesigned.

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 dispensed. 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, congested, flood-prone and, in the words of its current mayor Wang Anshun, “not a livable city.”

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

体似乎是一片哀鸿。且看半个世纪前，传

了麦克卢汉的上述观点。“移动互联网的

点文艺范的街区溜达，走累了就到

播学家麦克卢汉是怎么说的，“新媒体不

出现，让智能手机延伸了眼、耳、口等功

一家咖啡店点了杯袋泡绿茶，坐着小憩，

会取代老媒体，只会将老媒体逼成艺术形

能，成为人类新的器官。人比如仿生猫耳

无聊时就看杂志。店里至少有3处放置免费

式。就像汽车没有取代马车，而是将它逼

朵、仿生狗尾巴，它们已经能够传递人类

取阅杂志的书报架，五颜六色的杂志至少

上皇家礼仪；电视没有取代电影，而是将

的脑波与意识。”马化腾如是写道。

有十几种，多属生活时尚类，这类内容平

它逼成一种艺术。”这是他的著名论断，

移动互联网使发送、接受和反馈信息

时并不在我的视域内。店里生意不差，基

最近经常被传统媒体拿来自我安慰。虽然

的方式发生嬗变，通过智能手机和其他移

本坐满。客人们三三两两喝着咖啡聊天，

颇有启发性，但问题是怎么让自己的媒

动终端，即时、随身和碎片化的信息如影

或独坐看平板电脑、笔记本电脑。杂志静

体“艺术化”，谈何容易。

随形，似乎已成为感觉器官的一部分，也

静地待在报架里，只有我时不时地起身，

麦克卢汉的另一个著名论断是“媒介

从其中取出放入，其他人对之无动于衷。

是人类器官的延伸”，他如此写道：“在

受移动互联网冲击的何止传统媒体。

在咖啡店里喝绿茶，看杂志，在潮流人士

电子时代，我们身披全人类，人类就是我

打车软件通过App直接对接乘客和出租

眼里，这几乎是逆潮流而动了。两个多小

们的肌肤。”

车，在极短时间内获得了上亿用户，电话

印证了麦克卢汉“媒介即讯息”的洞见。

时，除我之外无其他人光顾杂志。而在我

“如果说互联网的出现就像蒸汽机和

预约受到冷落。高峰时段，如果不用打车

看来，花一杯绿茶的钱，看了多种价格不

电的发明一样，已经彻底改变了原来的世

软件预约，就算在车流如潮的交通要道，

菲、包装精美的杂志，内容不能说精彩到

界；那么移动互联网的出现则更像人类新

也可能白等半个小时，跟不上潮流的消费

非看不可，但抱着开卷有益的心态，多少

的DNA，将从本质上蜕变催生出一个新的

者受到了冷落。诸如此类的网变，让传统

总有些收获。转念想想外面将杂志挂得琳

世界。”这样的论断出自移动互联网受益

产业应接不暇。

琅满目的书报亭，不免疑惑，现在还有哪

者马化腾实在是不足为奇。

些人自己掏腰包买杂志？ 在新媒体围追堵截下，传统纸质媒

互联网化是传统产业的应对之策。商

他近期提出“移动互联世界的六度

界人士付岩在《风口》中豪迈地预言：“

嬗变”，其中第一个嬗变“延伸”就因袭

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

打车软件通过App直接对接乘客和出租车

16

Spring 2015

检验。

NEWS ROUNDUP

MONTH IN REVIEW Beijing accepts ‘new normal’ of slower growth Beijing has stated that it will tolerate growth slightly lower than the official 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 manner. Economic growth slowed to a 24-year low in 2014, and ANZ Bank Chief Greater China estimated that “Chinese authorities will likely tolerate a slower growth rate at around 7% under the framework of ‘new normal’ economy.”

New free trade zones planned for Guangdong, Fujian and Tianjin China’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 southern and eastern provinces of Guangdong 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 foreign 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.

18

Spring 2015

China’s pension fund misses out on millions from SOE stock placements The private placement in Hong Kong of US$9.4 billion in stock from stateowned Citic Securities and Haitong Securities now awaiting approval from Beijing would deprive China’s national 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 mainland firms can skirt a requirement to separately give the National Council for Social Security Fund stock valued 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 higher A 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 processing 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 official at the China Starch Association.

CORN PROBLEMS: Supply and demand imbalances and overly large rebates are all causing corn headaches for China

New tech disclosure, compliance rules rile foreign firms in China New rules adopted by the Chinese government 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 copies of the rules now circulating among foreign tech firms. Foreign business groups sent a letter to a top level Communist Party committee on cybersecurity, 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 $128bn Chinese Premier Li Keqiang said China would invest more than

NEWS ROUNDUP

this would only meet 3% of China’s energy needs.

Mergers planned for stateowned enterprises in strategic industries

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 2012 China 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 capacity to 58 gigawatts by 2020, from 20.3 gigawatts at the end of 2014, though

Beijing is planning to consolidate China’s state-owned sector in strategically important industries including energy, resources and telecommunications, 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, citing unnamed government officials and advisers. The new plan will put upper management under orders to maximize returns with the goal of making the biggest state companies profitable enough to go public by 2025, the sources said, though the government will retain its current practice of naming senior management teams for the newly formed companies.

Local governments allowed to convert some debt to low-yield bonds The 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 lessen 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 governments due to slower fiscal growth and enhanced scrutiny over risk and tighter bank lending coupled with the continued need to stabilize local economies through infrastructure projects.

Coal mines shut down as Beijing forces industry consolidation China’s coal output likely fell 2.5% last year, with official statistics showing China consumed 1.1% less coal in the first three quarters of 2014 compared 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 cashstarved as banks clean balance sheets Official calls for China’s major banks to lend to farmers have been effectively 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 approximately 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 production of staple grains and starches prevent farmers from higher-margin crops like fruits and meats.

Spring 2015

19

聚焦

2015年中国经济将筑底反弹

市场与产业 移动购物五大趋势

随地可以进行的事件，同时也让用户的身

重滞后，季报、年报往往拖到最后一刻才

易观智库和京东联合发布的微信购物发展

份信息和消费信息密切联系。基于移动互

公布，应及时更新公司网站信息以便于投

白皮书对移动购物发展趋势进行了判断，

联网的业务场景，可以增加用户与电商的

资者查询。第三，完善公司治理结构。中

易观分析师林文斌分析如下：第一，智能

互动性，让线上线下营销、体验、购买和

概股普遍存在持股集中，一股独大现象，

终端正逐渐引导用户行为习惯，移动购物

服务的边界变得模糊，创新出移动互联网

如何保护小股东利益，完善董事会监督职

快速增长。中国智能手机的出货量不断增

特有的营销方式。第五，社交与移动紧密

能是建立投资者信心必须要考虑的课题。

加，智能终端的普及和网络基础设施的完

结合，利用内容和粉丝营销促进购买。传

第四，提高股票流动性。应尽可能选择实

善正逐步引导消费者行为习惯的改变。各

统零售的实体店和PC端购物的平台都表现

力较强的承销商和做市商，与主流卖方和

电商企业纷纷发力移动端布局，移动购物

出以实体店和平台为中心的特点。基于与

买方分析师建立定期交流机制；在股本结

的增长速度进一步增加，在整体网络零售

社交的紧密结合，移动电商的卖家可以通

构设计时也要通盘考虑公司上市后的成交

中所占的比例将进一步扩大，预计2015

过微信、手机QQ等社交媒体，通过内容

量和股价定价问题。第五，制订可预测的

年该比例将达40%。第二，碎片化时代

维系聚集粉丝，与消费者建立互粉的信任

分红政策。应尽可能制订明确的股息政

来临，电商更需加强对用户体验的重视。

关系，为粉丝创造价值，实现销量增加。

策，如确定的股息支付率、稳定的股息增

移动互联网把用户的碎片时间充分利用起

20

长率、固定的派息频率等。第六，制订科

来，让购物成为随时随地可以进行的事

美国中概股九大对策

学的公司战略。应制订科学合理的发展战

情。碎片化时间的利用促进了移动购物的

清科研究中心发布的美国市场中概股专题

略，并与投资者有效进行沟通，争取投资

蓬勃发展，也促使电商不断加强对用户

研究报告统计发现，中概股主要问题在

者的理解。第七，重视投资者关系。A股

体验的精细化和一致化的重视。第三，购

于，财务信息不够透明，股利分红政策也

长期忽视投资者的恶习深深植根于很多上

物进入移动场景时代，购物全过程获得深

不够合理，与投资者关系沟通不畅，与美

市公司高管脑海里，他们上市以融资为目

度行为支持。在移动互联网和大数据的商

国资本市场制度不相适应等。清科研究中

的，目标达到就疏远投资者，普遍不重视

业价值作用下，消费者的购物行为从以前

心分析师陈斐提出，美国中概股应该注重

保护投资者利益，缺少与投资者交流的渠

的价格导向变成了场景导向，消费者的任

以下几点问题：第一，提高财报质量。应

道。第八，熟悉美国股市监管环境。上市

何一个生活场景都有可能成为一个购物场

大力提高财报质量，尤其要改善市场普遍

公司高管应系统学习美国股票市场监管环

景，移动购物场景不断多样化，消费者将

关注的上市公司与大股东的关联交易问

境，了解基本法律法规知识，努力遵循市

获得全新的消费体验，消费者寻找、购

题，对重大资产的处置问题，对无形资产

场游戏规则，从而提升投资者对中概股信

物、使用等购物全过程都将获得深度支

的商誉处理问题，以及避免并购活动时产

心。第九，明确政策风险。应尽可能多宣

持。第四，移动购物线上线下边界融合，

生疑似利益输送问题等。第二，提高信息

扬国内政策法规，使美股投资者客观评估

模式创新加强。智能终端让购物成为随时

批露透明度。大部分中概公司信息披露严

各项风险，进而对中概股进行合理估值。

Spring 2015

聚焦

经济学家谈经济走势和投资策略

降低，因此尽管经济增速在放缓，从技术

本，基础设施建设同步加强的情况下，中

面上看，A股是有上行空间的。

国经济将止颓势，步入新一轮的发展。

学终身教授陈志武提到，目前美国失业率

龚方雄：经济增长将止颓势

陆挺：二线城市房地产复苏

已降至6%以下，通货膨胀率也在合理区

摩根大通亚太区董事总经理、中国投资银

美银美林大中华区首席经济学家及董事总

间，基本面情况良好。而美国的劳工法是

行部主席龚方雄在2014年诺亚财富钻石年

经理陆挺在2014年诺亚财富钻石年会发表

发达国家中最宽松自由的，美国企业的税

会上指出，目前是创新创业的黄金时期，

演讲时指出，近年政府进行了一系列户籍

负相较其他发达国家也是最低的，因此，

也是二级市场最好的投资时期。他表示，

制度改革，包括全面放开建制镇和小城市

美国企业具有很强的活力，从而使美国经

相比其他国家的缓慢复苏不同，中国已持

落户限制；有序放开中等城市落户限制；

济具备了很好的复苏和增长能力。2008年

续了多年的高增长。但自今年以来，房地

合理确定大城市落户条件；城区人口300

金融危机当年，美国家庭财富是69万亿美

产的深度调控和反腐的进行，经济持续下

万至500万的城市，要适度控制落户规模

元，到2014年6月增加到79万亿美元，显

行，微观层面的感受可能更明显。龚方雄

和节奏；严格控制特大城市人口规模。这

示出美国经济复苏强劲。因此他认为，受

认为2015年中国经济将筑底反弹。随着政

一系列的政策表明了政府引导人口流动、

美国经济走强、基本面持续向好的推动，

府的减息和对地方的放权，降低了微观层

发展中小城市的意图。与此同时，完善农

美股仍然值得投资。但他也指出，美元持

面的交易成本，降低企业成本，从税收上

村产权制度也在落实中。目前，中国的实

续走强是大概率事件。因此，2015年美股

给企业优惠，税务成本和资金成本下降。

际城市化率仍然处在较低水平，这意味着

会存在更高的波动率。他对2015年欧盟的

另外，房地产明年会比今年稳定。政府面

城镇化还有相当大的发展空间。一系列户

经济走势持乐观态度，认为其中存在一定

临着经济下行的风险，必须要稳住房地

籍制度改革及农村产权制度的完善落实使

投资机会。对于国内股市，陈志武的看法

产，因为房地产对50多个行业都有影响。

引导人口从农村转移到中小城市具备了客

是，经过过去几年的熊市，A股总体估值

所以，在稳定房地产，降低企业融资成

观条件，对提高城市化率有积极影响。

陈志武：美股仍有可为 在2014年诺亚财富钻石年会上，耶鲁大

Spring 2015

21

PROFILE

Contemporary Confucian Businessman with Deep Culture Attachments Interview with Mr. Alex Wong Shiu Chung, Expert Planner and Doer in the Real Estate Industry

O

f the 72 disciples of Confucius, 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 contributes 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

22

Spring 2015

means ‘to think what you are thinking’. 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 cultural elements dominate. Various Iron Man models in the office reveals another 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 newspapers on his stand tidy. Besides deepening his knowledge of written Chinese, he also gained an understanding of how to deal with people and acquired valuable 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, Chinese 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 personal 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 newspapers 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 Management. 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

PROFILE

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 experience on commercial property investment 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 development 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 promoted cultural exchanges between China and foreign countries. In 2005, during his participation in the investment and planning work for THE BRIDGE 8, Alex Wong Shiu Chung began to establish 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 Shanghai and spanning the whole country”.

Headquartered in THE BRIDGE 8, Alex Wong Shiu Chung has since extended his business to many cities throughout the mainland. In less than 10 years, SPACE has extended its business across the Chinese mainland, Hong Kong, Taiwan, Singapore and Japan.

Asked the secret of management, Alex Wong Shiu Chung answers simply: “sharing”. He is keen on making

friends and sharing ideas and resources with business partners to speed up business 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-interference 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 management power”. In his self-published am730, Shi Yongqing writes inspirational 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 understanding that will inform his meetings the next day with working partners or local officials. For investment and planning 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 experiences, which manifest the harmonious integration of business and culture.

Alex Wong Shiu Chung is a vegetarian, 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 appointments and returns home at 8pm punctually. 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 successful 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 hardworking 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.

Spring 2015

23

高端访谈

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

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

了奋斗、尊严、宽容、兼爱、看到了一个

是黄绍忠引进的，欧洲人性化和简单便捷

想文化的交流传播搭建文化创意空间。而

人是怎样通过自身的努力和奋斗，历经重

的现代家居理念因而传播进了内地。不仅

从整个8号桥到思彼思总部，无不洋溢着文

重磨难和波折，破除了贪欲和各种魔障，

如此，由于业务范围不限于江浙沪，而是

化创意的氛围。办公室里摆放着的大大小

学会了宽容、兼爱，最终走向成功。也为

远达北京、深圳、广州并深入到二三线城

小的钢铁侠，透露出黄绍忠的另一个重要

他日后在文化创意领域里大展宏图埋下了

市，因而也在不同城市和地域文化间搭起

身份：超级动漫爱好者和玩具收藏家，而

伏笔。

了沟通的桥梁。如海派文化与京派文化的

连着一年，风雨无阻，黄绍忠天天出

互动，黄绍忠印象较为深刻的是2000年

多年前的香港，有这样一个男孩，到

现在报亭。阿婆为他的好学精神所感动，

为上海引进了第一家北京全聚德烤鸭店。

了12岁开始懂事的年龄，眼看在酒楼工作

主动提出，让他为自己的订户派发报纸，

当年，黄绍忠在北京长安街全聚德总店品

的父亲早出晚归，十分辛劳，就不再向家

酬劳是一天10元港币。于是，每天早上6

尝时，做了有心人，在与该店负责人聊天

里伸手要零花钱。男孩喜爱看漫画书，经

点多，便出现了一位穿梭于街头的报童。

时提出：这么有特色的风味食品，有没有

常在一家书报亭盯着看漫画书封面，却从

一晃3年，他的生活费全靠送报挣得。从这

兴趣去上海开分店？而此前，这家历史悠

不买回家。报亭老板是位阿婆，了解到男

段经历也可看出黄绍忠的勤勉、刻苦是从

久的餐饮企业从来没有想到过要去申城发

孩的苦衷后，便允许他翻阅漫画书，代价

小磨砺出来的。

展。就这样，黄绍忠通过招商，将京派饮

这要从他的少年时代说起。

24

食文化的精粹引入到了海派文化中。

是为自己叠报纸。就这样，男孩在大饱眼

在香港积累了丰富的商业物业投资策

福的同时，如饥似渴地学习着，从漫画书

划经验后，黄绍忠于1996年被公司派驻上

2005年，黄绍忠在参与上海8号桥招

里学会了很多汉字，也学到了为人处事的

海筹建分公司。当年上海的商业地产尚处

商和策划时，自立门户开始创业，两年后

道理，从中汲取了宝贵的文化营养。

于起步阶段，投资成本低，回报率较高，

创立了思彼思品牌。当时内地二三线城市

这是黄绍忠与动漫结缘之初的往事。

巨大的发展空间倍受外资青睐。上海的定

尤其是省会城市的商业地产开始启动，有

而香港漫画大师马荣成是黄绍忠最钦佩的

位是建设成国际化大都市，黄绍忠的工

点像1990年代中后期的上海市场。有鉴

两位当代知名人士之一，武侠漫画代表作

作重心是在香港为上海招商，在这一过程

于此，黄绍忠确立了“立足上海，布局全

《中华英雄》和《风云》曾风靡港岛，主

中，他为上海引进了大量国际一线品牌。

国”的经营战略，以上海8号桥为总部基

要人物华英雄、聂风、步惊云等家喻户

这样的招商活动，在为上海经济发

晓，而其中的人文内涵，潜移默化地影响

展作出贡献的同时，也对中外文化交流起

了黄绍忠的人生观和价值观。他从中读到

到了促进作用。如上海第一家宜家家居就

Spring 2015

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

高端访谈

业务拓展至中国大陆、中国香港和台湾、

的招商和策划中，有意识地植入了文化创

徜徉于此，可以重温同学之间的友情，恋

新加坡、日本5大区域。在总部小会议室墙

意的元素，将商业地产升华为文化地产，

人之间的爱情，师生之间的情谊。而黄绍

上，有一幅思彼思全国业务分布地图，上

融入创意产业的发展热潮中，并积累了丰

忠更是将这里视为可以“治愈心理”的场

面标着一行字：在中国房地产服务领域业

富的经验。作为资深创意产业策略专家，

所，常常忙里偷闲地坐上一会儿，享受片

务拓展速度最快的港资企业。问到经营管

黄绍忠被江苏镇江、杭州上城区、天津河

刻的温馨宁静。上海古北黄金城道二期改

理上有何独到的心得，黄绍忠笑着说出两

东区政府聘为文化创意产业顾问，为当地

建项目则是他最喜爱的另一处商圈，这儿

个字：“分享”。从小他就懂得与小伙伴

文化创意产业出谋划策。

为享受亲子之乐开辟了活动空间。

交换自己的公仔，互通有无，可以玩到更

20年来，乘坐飞机和轨道交通，频

思彼思总部，那些动漫玩具，还有

多的公仔。黄绍忠在商务活动中特别具有

繁地奔波于各地从事招商和策划，黄绍忠

一排用纸折叠成的建筑模型：上海东方明

合作精神，通过广交朋友，与合作伙伴相

走过内地200多座大中小城市，这对普通

珠、台北101大楼等等，流露出的是一份

互分享，使自己的业务高速成长。而在对

人是需要花“三辈子”才可能做到的。黄

童真之趣。黄绍忠说其中有些是他太太手

内管理上，给予员工合理的薪酬，给高管

绍忠去这些城市大多出于商务原因，他有

工折叠的，夫妻俩的共同爱好影响到他们

甚至普通员工派送股份，让员工分享公司

一个习惯，在去某座城市出差时，会比预

的儿子也喜欢上了手工折纸。

的经营成果。他的另一个管理心得是老子

定日期提前一天达到，目的是独自去实地

近年来，烟酒不沾、素食、除了出差

的“无为而治”，给予分公司总经理以充

走一走，走马观花，对当地情况有个初步

单独旅行只与老婆一起旅游的黄绍忠在生

分的空间。这就要提及黄绍忠最佩服的另

的观感，第二天与当地官员和合作伙伴见

活上开始做“减法”，晚上8点回家，推掉

一位当代知名人士施永青先生—当代新

面时，就可以做到胸有成竹。而在招商和

一切外出应酬。

儒商代表性人物，中原地产创办人之一兼

策划项目时，会更深入地考察当地的历史

“非淡泊无以明志，非宁静无以致

董事。“无为而治”以及给予员工“合理

人文、地理风貌和风俗民情。经年累月地

远。”古代智慧人物诸葛亮流传千古的名

薪酬和空间”正是他所倡导的管理方式。

出差和考察，黄绍忠成了名副其实的旅行

言，黄绍忠深得个中三昧。他希望排除外

施永青还创办免费报纸《am730》，写作

家，也让他感慨自己“非常有幸”。这是

界的纷扰喧嚣，为自己留出一方静思的空

发表了大量有深刻内涵的评论文章，指摘

商业与文化相得益彰的又一个明证。

间，沉潜内蕴，谋定而后动。

有些地方黄绍忠会反复去，对其中文

黄绍忠爱思考，他会把自己的想法写

青少年时期的讲课经历，养成了黄绍

化内涵的体验也会逐步加深。上海豫园就

在纸上，用手机拍下来传给员工。他笑称

忠乐于分享心得和经验的个性。近几年，

是给他留下深刻印象的海派文化地标，尤

不怕留下“证据”，这缘于他在作出决定

他把一半时间花在分享上：先后在香港金

其是在参与豫园改造项目的招商策划后。

前的深思熟虑，而一旦落笔就不会轻易更

融学院、香港理工大学中国商业中心以及

这里的传统手工艺品，别说明清时代的真

改。他给公司起名为“思彼思”确实大有

上海大学、同济大学、上海交通大学、西

品，就是现代仿制品，也蕴藉着唐宋元明

深意。

南交通大学的一些进修班担任客席讲师；

清的千年余韵，给予他无限的遐想和回

古罗马有位皇帝哲学家马可 • 奥勒

还担任《中国国家地理》国际中文版和

味。他从这里收藏了很多古代近代的钱币

留，他的功业早就随着罗马帝国的烟消云

《文化月刊》首席专家，在杂志上开设专

票证，从中可看到中国金融发展的脚印。

散而被世人遗忘了，但他在政事之余记下

栏，分享自己对于文化地产和创意产业的

作为钱币收藏爱好者，前几年在江南小城

的《沉思录》却流传至今，影响着一代又

思考。

宜兴短暂逗留时，他花了1000元购买了一

一代的人们。这正是优秀思想文化的生命 力和穿透力。

时弊，切中肯綮，令黄绍忠叹服。

黄绍忠认识到，“创意产业是文化、

盒几千年历朝的古钱币，将它赠送给了在

科技和产品的结合。不仅可以提供日益丰

香港的姐姐。后来看到这盒钱币被摆放在

问黄绍忠是否认为自己在事业上已

富的文化产品，以满足人们的精神、文化

了姐姐珍爱的书架上。姐姐并不在意钱币

经成功了？他谦逊地说：我不算成功。那

和消费需求；还能够开发人的创造力和潜

的真伪，她珍视的是姐弟之间的亲情。这

么，怎么才算成功呢？让人们发自内心地

能，给人们提供发挥才能的机会，从而带

让同样看重感情的黄绍忠十分感动。

对你和你的事业表示尊敬，才算是真正的

动更多的人实现创业和就业渠道。”

上海创智天地是黄绍忠最喜爱的招

成功—这是黄绍忠对于成功的见解。

文化地产则有别于以餐饮购物为主的

商策划项目之一，而拨动他心弦的就是一

德国社会学家马克斯 • 韦伯曾指出，

一般商业地产，可以给人们尤其是年轻人

个“情”字。项目坐落在10多所大学之

基督教新教伦理导致了勤勉刻苦，将创造

提供实现创意灵感的平台，也能够让人们

间，黄绍忠没有引进大型的餐饮连锁品

财富视为严肃事业的资本主义精神。在当

在其中学习、分享优秀的文化思想和创意

牌，而是以有文艺特色的小店为主，将大

代新儒商身上，不但发现了这种精神，

理念，从而不断进步和成长。从8号桥文化

学路商圈打造成了带有巴黎左岸风情的特

还感受到了深沉浓郁、传承久远的文化

地产项目起，黄绍忠在众多商业地产项目

色商业街，洋溢着精神文化灵感的地方。

情怀。

Spring 2015

25

高端访谈

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。

26

Spring 2015

YOUR WINDOW TO BUSINESS AND ECONOMICS IN CHINA Published 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

COVER STORY

China, Coal & CO2 China’s carbon emissions could save the world—or doom it

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

28

Spring 2015

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 founding 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 seemingly 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 guarantee an end to the climate as we know it.

But independent research has provided estimates where the government has declined to comment, and the outlook could be grim despite a recent slowdown in the country’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 discussion and collaboration addressing climate change than

Spring 2015

29

COVER STORY

30

Spring 2015

tries to forestall their own economic growth for the climate’s sake. The countries present barely got the precursor to a deal through, and that required days of overtime negotiations.

“The outcomes of the Lima conference do not give much optimism for a sound climate deal in Paris,” said Jost Wuebbeke, a research associate focusing on energy, raw materials, the environment and climate change at the Mercator 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.”

including the two rising powers now most concerned with the economic fallout 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, according to figures from the China Coal Information Institute. In those years the use of coking coal - used for smelting - 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 million 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 shortages. 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 consumption 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-

Burning to grow That Beijing should argue it has a right to burn coal is unsurprising in light of that fossil fuel’s role in vaulting the West ahead the rest during the 19th and 20th centuries. Coal-fed steam power drove the engine of industrialization in the United Kingdom, Europe, America and later Japan such that they could conquer, colonize or otherwise subjugate the rest of the world —

Historical CO2 Emissions by Country China

Annual CO2 Emissions (Gigatons)

U.S.

Japan

India

World

40 35 30 25 20 15 10 5 3 2013

2011

9 2009

7 2007

2005 5

2003 3

2001

1999 9

1997 7

1995 5

1993 3

1991

1989 9

1987 7

1985 5

1983 3

1981

1979 9

1977 7

1975 5

3 1973

1971

1969 9

1967 7

0 1965 5

it has been before, but it has yet to actually make any concrete, measurable 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 cities, 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 coastline 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 climate summit in Lima, Peru, Chinese negotiators seemed intent on sticking to their old line: Since developed nations had emitted so much carbon during their own industrialization, it was unfair to expect still-developing coun-

COVER STORY

sis has grown over humanity’s apparent 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 published 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 limiting global warming to 2 degrees Celsius and hopefully prevent catastrophic climate change around the world, humanity cannot release more than 565 gigatons of CO2 into the atmosphere during the 40-year period following 2010. That is a tall order, and the challenge grows still starker looking back over the total global emissions from the decade prior: 303.05 gigatons

by the World Resources Institute’s estimation. Of that, China accounted for 21.01%, or 63.68 gigatons.

In 2012, the most recent year for which comprehensive data is available, 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 country adheres to its current coal-fueled, increasingly consumption-driven model of growth. That seems likely based on a forecast from the International 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 consumption 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 emissions plans in the first quarter of 2015 to lay the foundation for a final agreement in Paris in December. Although there is currently no official emissions projection from China, independent estimates do already exist for the country’s CO2 emissions over the coming two decades.

At first glance, these appear to range substantially: Best and worst-case scenarios laid out by the Energy Information Agency for 2011-2035 hit a cumulative low of about 186 gigatons of emissions if the most stringent

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31

COVER STORY

Projections for China’s Annual Carbon Emissions 2011-2035 Current Policies (IEA)

New Policies (IEA)

450 Policies (IEA)

No Policy (MIT)

Continued Effort (MIT)

Accelerated Effort (MIT)

18

Gigatons of CO2

16 14 12 10 8 6

restrictions are implemented, and a aggregate high of roughly 332 gigatons without any policies whatsoever (including those now in place). But neither 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 gigatons), which aggregates to a cumulative total of about 237.8 gigatons of emissions for 2011-2035. The highest estimate predicts annual emissions in 2035 of around 12.938 gigatons (up from 12.7358 gigatons in 2034), for a cumulative 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

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Spring 2015

2035

2034

2033

2032

2031

2030

2029

2028

2027

2026

2025

2024

2023

2022

2021

2020

2019

2018

2017

2016

2015

2014

2013

2012

2011

4

42-47% of the entire world’s allotted carbon budget from 2010 to mid-century. 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 danger 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 Policies” (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 industry is notoriously unpredictable, with

common sense among experts regularly 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 nationwide projections from Chinese authorities, 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 guarantees During November’s APEC meeting in Beijing, Chinese President Xi Jinping made a joint statement with US President 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 nonfossil fuels in primary energy consumption 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 domestically—would be an incredible gain over these sources’ share of 10.95% in 2013. Greenpeace climate and coal policy 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

COVER STORY

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 rising 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 emissions 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 compatible with lower carbon emissions.

This meant China (along with other members of the BRICS countries) could remain economically competitive by continuing on its established development path without too much worry, since greater efficiency would naturally, gradually reduce its CO2 footprint.

But while more economic growth

Projections for China’s Annual Carbon Emissions 2011-2035 Coal Coal

Oil

Oil

1983

Hydro

1993

Hydro

Gas

Gas

Nuclear

2013

2003

Coal

Wind

Coal

Wind

Oil

Geo Biomass

Oil

Solar

Hydro

Other Renewables

Hydro

Geo Biomass

Gas

Gas

Other Renewables

Nuclear

Nuclear

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 carbon 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 careful 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 emissions before 2025.”

But Jiang was not suggesting that such efforts did not face resistance.

While strict and effective carbon control 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 barriers from the middle level of government.”

The bedrock of Chinese leaders’ 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.

Spring 2015

33

FEATURE STORY

Beyond the Bund Finding top-quality office spaces in Shanghai—without breaking the bank

S

hanghai has seen rapid economic 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 continuous increase in wages and rents are forcing more and more Chinese and multinational companies to start looking into decentralized locations for alternative office spaces to cut costs.

However, not many options are avail-

34

Spring 2015

able due to undesirable locations, lacking adequate infrastructure support and quality amenities needed to resist a brain drain.

Mapletree specializes in developing 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 merely 20 minutes from the city centre and close to highways and MRT stations.

With a sustainable rental cost, self-sufficient 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 franchise in southwest Shanghai – MBC Shanghai, located in the emerging Minhang district – is offering a costeffective solution for companies seeking office space with Grade-A specifications, retail amenities and infrastructure support at more sustainable rent levels.

Emerging New Business Centre Consisting of three 7-storey, three 16-storey and one 20-storey international 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

FEATURE STORY

floor efficiency of over 83% with large, column free floor plates ranging from 2,200 – 2500 square metres. With high occupancy loading designed to accommodate 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 centre is also being built to further help tenants save costs by avoid renting expensive MICE venues or building large meeting rooms with low utilization in their own premises. The business center is equipped with a multipurpose hall with 350 retractable seats and two large meeting rooms with collapsible partitions available for all tenants’ activities, as well as a state-ofthe-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 gastronomical needs of the large working population 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 success, VivoCity Shanghai is envisioned as an iconic retail, entertainment and lifestyle destination, offering family and service orientated facilities with expansive 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 during its development stage for distinction in design.

Excellent Connectivity Over the past decade, Minhang has transformed from an industrial base into a thriving, exciting business centre, serving as a vital gateway to Shanghai via its International Hongqiao Transportation Hub, the largest of its kind in the world.

Mapletree carefully selected this specific location during the planning stage, taking into account direct MRT access to two metro lines, linking MBC Shanghai 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 Hongqiao Transportation Hub. A pedestrian 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, tenants of MBC Shanghai are also able to take full advantage of the interconnectivity choices of the airport and high speed rail, reaching neighbouring cities within a mere 1-hour the transportation 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 technologies, including a unique air filtration system to remove unhealthy PM2.5 particles and ensure fresh air intake in the building, comprehensively addressing 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 unrestricted working space.

With all the features vital to a productive high-quality workplace and its location in a fast-emerging business district with excellent connectivity, solid infrastructure support, convenient transportation links, and by offering 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 companies 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, Mapletree operates in 15 cities across seven countries with more than 1,700 employees. Its strategic focus is to invest in markets and real estate sectors 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.

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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

36

Spring 2015

封面故事

“夜

上海，夜上海，你是一个不夜

对自贸区的作用不应过度期许。目

城……”这首经典老歌咏唱着

前上海自贸区还存在着对外资吸引力不

一段逝去的花样年华。“上海个风吹到西

够、金融业开放度不大等问题，更要面对

又吹到东……亲爱个上海，明朝侬又要吹

广东、福建和天津自贸区的竞争，下一步

啥个风？”而“顶楼的马戏团”的沪语

当加大开放力度和步伐，以开放来倒逼

歌，道出了新上海的亦真亦幻、变化莫

改革。

测。 今年是浦东开放25周年。几十年来，

热点二：金融改革与创新

引领中国经济成长之风骚的上海，连连变

今年1月，上海第一家民营银行上海

换着身姿向着国际大都市的方向靠拢。而

华瑞银行获准开业。这家银行也设立在自

在这个蕴涵着特殊意味的羊年，在中国经

贸区内，显示了自贸区金融改革创新对上

济进入“新常态”的大背景下，面临转型

海金融创新的引领作用。金融创新是建设

蜕变的上海，有哪些经济热点和消费潮

国际金融中心的题中之义。今年上海将支

流？怎样应对机遇和挑战？

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

热点一：上海自贸区连锁效应

流动。还将支持金融市场产品创新。支持

上海自贸区好像是魔术师手上的魔术

原油期货、ETF期权等新产品上市交易，

棒，随便耍两下，就会变出很多奇妙的玩

推动信贷资产证券化创新试点。加大金融

意。先来看它的扩容，去年底扩大到了陆

对科技创新、文化创意、“三农”和民生

家嘴金融片区、金桥开发区片区和张江高

社会事业的支持力度。互联网金融也将获

科技片区，将浦东最有含金量的区域一网

得更大的支持。最重要是营造有利于金融

打尽。再看它的国际化步伐，今年2月初

创新的发展环境，改革金融体制和机制。

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

热点三：建设全球科创中心

场交易的国际交易平台，契合国际化的定

上海建设“有全球影响力的科技创新

位，据分析是为争取国际定价权而落子布

中心”的讨论热了。上海官方今年已把建

局。还有一项是2月9日开始试点的平行进

设科技创新中心列为一号调研课题，完整

口汽车，指未经品牌厂商授权，贸易商从

的建设方案也将在今年5月提出。显然，这

海外市场购买，并引入中国市场进行销售

与上海的转型升级有着直接关联。然而，

的汽车，也被称为“灰色进口汽车”。它

建成全球科创中心谈何容易。在福布斯发

可以打破4S店对进口汽车的垄断地位，使

布的中国城市创新力排行榜，上海位居深

进口汽车回落到合理的价格。但缺点是不

圳、苏州、北京和杭州之后，仅列第五

能享受4S店的服务，从而加大汽车经销商

位，排名不容乐观。

的成本。因而一些企业尚在观望中。自贸

创新也是中国经济面临的巨大课

区带来的连锁效应远不止这些，还有跨境

题。以科技创新而言，从政策大环境看，

电商，近期允许区内外资电商可以100%

就与发达国家差距甚大。比方对于基础

持股，亚马逊则计划在自贸区建立中国国

研究的投入，美国占GDP的0.5%，日

际贸易总部和物流仓储中心。

本也有0.4%，而中国近几年才占到

Spring 2015

37

封面故事

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 要让科技成果实现产业化应用

万元科研补贴、公司注册孵化奖励等多重 政策优惠。

GDP0.1%。而知识产权的保护、科

上海有深厚的“白领文化”，创业

技创新的激励机制、人才发挥创新力的软

上海市国资委透露，今年上海国资国

活动一直不够热。关键是要明确为什么创

环境，均存在不如人意之处。特别是创新

企改革将重点关注优化结构、发展混合所

业？为创业而去创业，难免华而不实。全

人才从何而来的问题，有些专家以为可以

有制经济、启动资本流动项目等。将建立

民创业不现实，如果人人创业，宁为鸡头

花费巨资从全世界引进顶级创新人才，如

国资流动平台制度，形成专业化的平台规

不为牛后，大企业从何而来？

此则全球科创新指日可待。事情真有如此

范运作模式，稳妥处理好市国资委与流动

简单么？如果大环境不适宜，体制机制没

平台、与被持股企业，以及流动平台与被

有创新，顶尖人才来了也难有大作为。此

持股企业之间的关系，推动国资流动实现

外，科创中心建设不能限于出科技成果，

规范透明、程序科学目标。

而要让科技成果实现产业化应用。

38

热点四：国资国企改革

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。

今年上海还将加快推动符合条件的企

而上海已被联合国教科文组织授予“设计

民盟上海市委提出加快创新城市建设

业集团整体上市或核心业务资产上市，推

之都”称号，创意产业有一定基础，并且

的三条路径：政府应少点规划多点放开，

动企业引进战略投资者。以打造公众公司

正在进入发展快车道。如浦东新区提出将

科技人员应少些评奖多些转化，人才应少

为主要途径推进混合所有制经济发展。上

按“七核两轴”建设文化发展带。迪士尼

谈培养多谈土壤。这样的建议多多益善，

海国企集团旗下的上市公司有望迎来新的

区域将推动具有丰富文化内涵的旅游品牌

职能部门当在充分听取和吸收这些建议的

发展机遇。

开发和建设。在滨江文化消费轴上，今年

基础上制定规划和政策，应有所为有所不

国字号改革过程中当警惕国有资产流

将吸引文创企业入驻民生滨江文化城，计

为，不应大包大揽。要让企业和科研人员

失，避免普通员工利益受损，当接受社会

划于2016年对外开放，将构筑适合市民消

发挥自主性和更大的作用。

公众的监督，而成果则应当让民众分享。

费休闲的文化体验区。

Spring 2015

封面故事

上海迪士尼乐园将与2016年开园，

产品中心批发市场生鲜电商孵化基地已开

趋势，消费者更加关注居家环境的健康，

对旅游和周边产业的刺激带动是显而易见

园，农产品生鲜电商将借助传统农产品批

尤其对与空气、水健康相关的产品保持较

的。然而，这也是极具争议的项目。开园

发市场实现O2O线下落地。

高需求。与健康相关的消费产品包括：高

之后将与东京、香港迪士尼乐园争夺客

上海市民瞄着国际水准，表现之一就

端生态粮食素菜水果、空气净化器、高质

源。在地理位置如此相近的区域内，开张

是对洋货的追捧。海关统计显示，去年上

量矿泉水、体育健身器械、医疗旅游、移

了3家迪士尼乐园，结果会怎样呢？

海进口消费品2750多亿元，同比增长超过

动医疗和电动汽车等等。上海已经进入人

18%，占全国消费品进口总值近30%，是

口深度老龄化阶段，10年后老年人将超

消费品进口最大的省市。而进口直销中心

600万，将形成巨大的养老和医疗消费市

起到了推波助澜的作用。

场。但也应防止鱼目混珠、打着健康产业

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

上海人有口福了，不出上海，甚至

镇的奥特莱斯开门营业，成为上海营业面

不出市中心就可以买到低价的进口生鲜食

积最大的同类型购物中心。按照计划，迪

品。这股风潮起自去年夏季。外高桥进口

士尼乐园也会开建奥特莱斯，届时浦东新

商品直销中心自贸区店甫一开张，顾客即

区将出现两座同类型购物中心。另有数据

蜂拥入店抢购进口海鲜和水果。直销中心

上海演出市场发展呈现新趋向，全

显示，今年上海将有300万平方米商业设

乐开了花，赶紧开出分店。今年又与地产

国民营剧团机构纷纷入驻上海，同时上海

施建成后投放使用，特大型购物中心将达

大佬绿地集团合作，将直销中心店面开进

剧场建设出现井喷，为演出市场发展提供

36家。预计未来3年上海人均商业面积将

了市中心徐汇和长宁的绿地商业中心。喜

动力。到今年底，上海新改建剧场将达

突破3平方米。

爱尝鲜又讲究实惠的上海人，还会将这股

30家。如位于嘉定的上海首个水景剧院保

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

站在消费者立场，商业面积扩容，购

风潮越掀越热。春节前徐汇店开张第一天

利大剧院；更多的新剧场蓄势待发，长宁

物中心密集分布，逛街购物将更为便捷。

就人流如潮，店方不得不暂时关店，避其

区天山路威宁路的缤谷广场将建成剧场群

但是，事情还有另一面。汪亮等上海政协

锋芒。

落；徐汇南滨江已入驻梦工厂等大型文化

委员在提案中指出，截至去年末，上海超

美国食品工业协会预测，中国进口食

机构，未来创意演出场所可能超过10家；

过5万平方米的特大型购物中心已达130

品销量将以年均15%速度增长，到2018年

徐家汇美罗城音乐剧场、复兴西路上海电

家，上海人均商业面积达2.8平方米，超

中国将成最大进口食品消费国，市场规模

影院改造成话剧剧场、环球港剧场与小型

过香港2.1倍，超过伦敦3倍。上海商业面

可达4800亿元人民币。看来，全国人民都

演艺秀场、万达广场演艺院线配套剧场

积已经严重过剩。业内行家指出，许多已

爱享用进口食品，上海饕餮客就放心大胆

等，众多的文化演出展览场馆均都在破土

建成的大型商业设施将面临沦为空城的危

地去“爱我所爱”吧。

动工。预示着新一轮文化演出热潮即将奔

机，进而损害整体商业环境。

涌而至。

热点九：健康消费受青睐 热点八：生鲜电商和直销商品

城市的实力不仅体现在GDP总量、

雾霾沉沉，挥之不去。柴静的《穹顶

拥有多少商业中心和高楼大厦，文化氛围

上海地处水网密布的江南水乡，东临

之下》再度激发人们对经济增长与环境污

的塑造不可忽视。市民文化素质可以从优

大海，俗话说“靠山吃山，靠水吃水”。

染关系的思考，也彰显健康生活的珍贵。

秀文化演出展览受欢迎的程度窥其一豹。

上海人爱品尝水产品和海鲜，天经地义。

亚马逊预测今年中国网购将呈现全民健康

文化演出持续看涨，但愿不是作秀式的风

在当今移动智慧能时代，上海人购买生鲜

潮，而是人们发自内心的真实需求。

食品的渠道也升级改版，生鲜电商省时省

结语：在展示热点和潮流的同时，

力，走俏也在情理之中。而前提是网购消

更需要冷静理性的思考，因为机遇与挑战

费的热潮。去年全年上海实现电商交易额

是相伴相生的。西谚有云，“城市的空气

1.4万亿元，占全国10%以上。上海市商

使人自由”，人们不但希望在城市里呼吸

务委预测今年电商交易额将增长20%。

到洁净无污染的空气，更希望能自由地思

生鲜电商指用电子商务的手段在互联

考、生存和发展，这就需要体制机制的改

网上直接销售生鲜类产品，如新鲜果蔬、

良，法治环境的营造和社区自治机制的创

生鲜肉类等。有调查显示，人们对健康消

设等等。美国学者刘易斯 • 芒福德（Lewis

费的需求激活了生鲜电商市场，全国生鲜

Mumford）曾说“城市是文化的容器”。

电商现在已经有3万家。上海本土生鲜电

上海应该思考，在经济成长的同时，这座

商群体正在崛起，位于浦东新区的上海农

城市将会结出怎样的文化之果。

Spring 2015

39

CULTURE

Genre bending China’s film industry begins to industrialize

2

014 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, Publication, 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

40

Spring 2015

is changing the makeup of the moviegoing public, who in turn are upending the foundations of Chinese cinema 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 cultural touchstones and strict government regulation remain serious obstacles to mainland films’ appeal abroad and often at home. But improvements to copyright law enforcement, the emergence of mobile video as its own format and introduction of more dynamic

sources of funding and production now promise to further industrialize and revolutionize Chinese cinema—for better and worse.

Critically speaking Few are as familiar with Chinese cinema 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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CULTURE

DREAMS OF STATUES: Suzhou’s Cultural and Arts Center, permanent home to China’s annual Golden Rooster Cinematic Awards

“It’s not just one man’s opinion.

It’s well accepted that most of the bestselling 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 compared 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 materialist consumer culture famously drew the ire of innumerable online fans, but he is no longer quite so outnumbered.

Organizers at the increasingly popular 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

42

Spring 2015

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 penetration. 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 cinema that has upended the nature of the industry: Movie genres.

Genre boundaries Both Zhou and Cremin pointed to the emergence of genre cinema as the dominant trend in the last three to four years as older generations’ preferences lost their hold on studios’ bottom

lines, a change much like that seen in South Korea during the 1990s. This has freed up local directors to begin exploring 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/science 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 mainland, but can trip up a film’s reception abroad.

“This makes it very hard to internationalize 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 directors are able to wrangle more wriggle room out of authorities during filming, the script submission and approval process required to even begin production ensured that there would remain hard limits on what content could be screened—at the cost of popular approval. The government’s current anti-vulgarity campaign has also become a concern, since it’s out of tune with domestic audiences’ taste.

“The two biggest December releases, Jiang Wen’s ‘Gone with the Bul-

CULTURE

lets’ and Tsui Hark’s ‘The Taking of Tiger Mountain 3D’ both had difficulties 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 taking 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 acquisition 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 oncesafe assumptions and traditional revenue streams.

BAT business The recent emergence of movie funding from domestic Internet firms reflects the future of the medium as consumption in China goes online and mobile.

Where once video streaming was a lawless frontier of rampant piracy on mainland 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 behemoths in a position to insert themselves into the industry’s future, one where they can serve as producers, distributors and exhibitors. During last year’s Shanghai International Film Festival, Chinese studio Bona’s chairman Yu Dong said that the dominant film studios of the future would be Baidu, Tencent and Alibaba (commonly referred

THE OLD DAYS: The Paramount Nightclub in Shanghai, symbol of China’s cultural power in another era

to as “BAT”) with all the current studios 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 market,” 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 country’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 direction 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 Transformers 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-inhand.

Spring 2015

43

话题

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

创业能力真的可以靠后天习得么？美

特的定义是：创新=发明创造×商业化。

称：“创客概念来源于英文Maker

国麻省理工学院斯隆商学院教授创业课程

“创新并非发明创造与商业化之和，而是

和Hacker两词的综合释义，它是指一群

的比尔 • 奥莱特（Bill

Aulet）信誓旦旦地

两者之积。换言之，只有商业化而无发明

酷爱科技、热衷实践的人群，他们以分享

宣称：“创业是一种可以习得的能力。”

创造，或者只有发明创造而无商业化，都

技术、交流思想为乐。”百度词条的解释

在《自律型创业》中，奥莱特着重研究了

不会出现创新。”他如此写道

是：“创客源于英文Maker，指出于兴

创新型企业创业，“此类创业者往往会组

换而言之，在创业活动中，创客不

趣与爱好，努力把各种创意转变为现实的

建团队，利用其他公司不具备的技术、流

见得是新技术、新创意的原创者，却擅长

人。”在移动智能和大数据时代，创客在

程、商业模式或其他创新优势实现创业。

把创新转化成符合市场需求的商业模式。

创新型创业活动中扮演着至关重要的角

对他们来说，管理控制企业是次要的，如

“成功的创业者必须首先是优秀的商业化

色。

何创造出巨大财富才是他们真正感兴趣

代理人。”奥莱特强调。比尔 • 盖茨和乔布 斯即为此中高手。

创业学和创业教育早就输入国内，上

的目标。为此，他们经常会出售公司的股

海高校中以创业为名的学院已不止一家，

份，以实现更加宏伟的企业发展。”显

创业培训机构更是遍地开花，创业导师也

然，创新型企业创业者可归入创客一类。

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

是满天飞。创业教育的从业者，抑或是创

何谓创新？美籍奥地利经济学家熊彼

时，一批骤然暴富的创业家被奉若神明，

业者本身，也满是王婆卖瓜的劲。创业在

特的创新理论认为，创新是指企业家对生

他们的片言只语被编成《砺志语录》，在

他们嘴里，被编织成可伸缩的空筐，什么

产要素进行重新组合，涵盖了产品创新、

粉丝心目中，他们不仅是商业导师更是人

时髦的概念都往里塞。与当年风靡一时的

技术创新、市场创新、资源配置创新和组

生导师，而从功利主义价值观出发，两者

成功学相仿，创业被熬制成近乎包治百病

织创新五种情况。管理学家德鲁克对创新

几乎可以划等号。

的灵丹妙药和心灵鸡汤，也让一堆创业导

与企业家精神的论述更是耳熟能详，“创

有些人会提到马克斯 • 韦伯，暗指当

师有了用武之地。

新的焦点永远是市场，不是产品”。奥莱

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

百度、阿里巴巴和腾讯对移动互联网进行战略布局

44

Spring 2015

络奇幻修真记》四篇文章。

话题

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 是希望用最简单的笔墨，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，

基于网络的O2O洗衣

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

厂。吃一堑长一智，第二次，他干脆把工

行业竞争日趋激烈。李杰希望将自己的平

就揣着录取通知书、几百元钱和几件换洗

厂开在了一家电厂旁。忙完了工厂筹建，

台打造为业内第一品牌，他的愿景是“淘

衣服来到上海。大学期间，他边读书边做

再忙着出去拉业务，忙到有时一天只眯上

汰家用洗衣机，拆掉晾衣架”，让洗衣业

兼职挣钱，当家教、送外卖、租房做“二

两三个小时。付出终于有了回报，从2012

的生态彻底改观。

房东”，这段近乎“半工半读”的经历让

年3月投产到当年底，他的公司已进账

他掘到了第一桶金。

1000万元。

苏冠华：智能化数字营销

做洗衣这行就跟兼职有莫大关系。因

电商风起云涌，学软件专业的李杰看

这位穿着举止很潮的创业者也是80

为成天忙里忙外，哪有时间洗衣服，常常

到，可以将传统干洗流程与电商结合，而

后，苏冠华称自己在国外生活了10多年，

是积到很长时间，才发现不洗衣不行了。

自己的优势在于拥有较成熟的洗涤工厂。

海归落户太太的家乡苏州，在这座江南名

周围这些85后同学，大多也懒得洗衣服，

他与合作者搭建了“干洗客”在线平台，

城做珠宝业。

有的本地学生到了周末干脆把脏衣服打个

采用O2O模式，可提供干洗和水洗两种

智能电视近年迅速崛起，销量已占电

包带回家去洗。李杰就想：如果上门收脏

服务，产品包括服装、家居、普通箱包、

视市场近一半。苏冠华的副手孙超分析，

衣服送去干洗店，洗完后再送回去，兴许

车饰、鞋帽、布草、客衣和团体服装等类

传统电视机厂商主要靠销售电视机产品本

也能挣钱。他还正儿八经做了市场调查，

目，还提供奢侈品专业养护服务。

身赢利，而智能电视通过智能化系统连接

创业不久，管理团队出现意见分歧，

上互联网，当用户收看电视内容时，厂商

大学毕业后，李杰掏出兼职赚到的

李杰另起炉灶创办了“懒到家”公司，延

可以通过智能化系统对电视内容产生影

几十万元血汗钱，与朋友合伙开了家洗涤

续原来的O2O模式。“通过便捷的线上

响，在其中植入广告。这需要预先在电视

公司，但很快就摔了跟头。他租了个小仓

下单入口、高效品质的物流、全程可视化

机里植入芯片，在智能化系统控制下与互

库当洗涤工厂，而洗涤要用到的蒸汽锅炉

洗涤中心，72小时内完成收衣、分拣、洗

联网连通，根据客户要求不断更换开机广

却迟迟拿不到合格验收证书，不得不改用

涤、熨烫、质检、配送等一整套标准化服

告，时间控制在15秒钟。

电蒸汽，这就导致用电成本大增。资金有

务流程。”这是其网站的自我介绍。

结果证实了这个想法。

限的小老板如何能承受，李杰只得忍痛关

运用O2O洗衣模式的公司已不鲜见，

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

Spring 2015

45

话题

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 智能电视将来可能会取代传统电视机

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

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

记者和杂志主编，想必研读过不少富豪发

交响乐，这些经典何尝不是通过现场演出

家史，也写过N多企业案例。

呈现给受众。从长远来看，中国现场文化

和Well转音而来。

演出也将急起直追。

自己露一手了。这位70后下海后试水票务

资金方面，已接受了两轮天使和A轮

厂商和一家大型影视制作企业成为合作伙

O2O市场。“我们是国内第一家聚焦‘现

融资，李明伟称自己仍握有控股决策权，

伴，目前主要开拓广告客户，同时还在招

场文化娱乐’领域—文化演出和体育赛

不会像马云那样，帮大股东打工。目标

揽具备丰富经验的智能化数字营销人才。

事的专业化在线票务交易平台。”他说。

是“打算3到5年内上市”，虽然他称还没

向来有“苏州是上海后花园”的说

他承认这个模式移植自欧美。最早

法，两地相距不远，上海又是品牌厂商云

于2000年前后出现在美国，创始企业被

身材适中，谈吐间几乎无手势动作，

集之地。他们在苏沪两地常来常往，有时

eBAY以3.1亿美元收购后，其中一位创始

语速不疾不徐，表情平淡，偶露得体的微

来上海是为了招募人才。也许是在海外生

人到欧洲复制了该模式，创办Viagogo在

笑，四平八稳的壮年男，怎会在不惑之年

活久了，苏冠华与小别重逢的男女朋友总

线票务平台，又获巨大成功。约在2009

弃铁饭碗而创业？平静的表象下，或许掩

要来个“法式”脸贴脸拥抱，分手时也不

年，李明伟就关注到这个案例。两年后不

饰着内心的汹涌澎湃。听朋友说，他曾在

忘左贴右贴，以示亲密无间。

有真正盈利。

甘寂寞辞职创业，将这个模式拿来，套用

网上创业圈里吐槽，平衡事业家庭之难；

据他们分析，智能电视将来可能会

于上海的现场文化演出市场。此时恰逢政

他的微信朋友圈，也时有慨叹之言。

取代传统电视机，并且会走免费模式，彩

策性契机— 文化产业被提到了相当高

电厂商的利润就来自数字营销植入。目前

度。

《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

对于智能电视的植入广告存在着争议，智

搭好平台后，是先积累票源还是先吸

能电视数字营销尚在起步阶段，苏冠华还

引客源？纠结了一阵后，李明伟决定还是

需要加倍努力拓展市场，能否真正做到

先挖掘票源，先去游说演出场馆，最早谈

Good 和Well，还得拭目以待。不过看

下的合作者中有逸夫舞台这类以中老年戏

结语：新创客的创业实践，看来很潮，在

得出，这是一位以广交朋友为乐事的创业

曲爱好者为主的场馆，也有文化广场和上

互联网大数据时代云里来雾里去。究竟是

者。独乐乐不如众乐乐，仅此一点就值得

海音乐厅等。与各类线下线上的渠道建立

什么在推动着他们的创业，是风动、幡动

点赞。

广泛合作关系同样至关重要，这与传统票

还是心动？虽然很想探究创客内心的冲动

代公司的运营没有多大差别，不同的是要

和真实感受，却没有直接向他们探询，因

把票源引入在线平台，以积聚在线买家人

为语言并不那么可靠，所谓“知者不言，

气。

言者不知”（《老子》）。他们显而易见

李明伟：文化演出票务O2O “其实《福布斯》真该来研究我们的

46

也许是写烦了别人的案例，该轮到

据他们称，总部已与国内几大电视

成功经验，写写我们的案例啦。”李明伟

“与B2C票务团购不同。我们是

随口冒出这么一句。下海前当过多年财经

B2B2C兼C2B2C电商交易平台，兼做一

Spring 2015

何在创业中体验快乐，也许更值得期待和 分享。

都是“蛮拼的”，无论未来如何，现在都 可以给他们点赞。

话题

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 正让我心有所动的是他在微信朋

真

相貌敦厚的山东汉子将手机递给我看。这

这些基地签定了购销协议，提高了采购价

友圈里发的几张云南哈尼梯田的

一年来，随着媒体的连番报道，栗富军也

格，以激发农民种田的积极性。

照片，更确切的说还不是那里的美景，而

成了名人，微信粉丝日增。他的大米营销

接着是问稻，向营业学专家和稻作

是当地农妇在地里弯腰劳作的景象，让我

也是水涨船高，今年初创出了名为“腮红

文化专家请教；品稻，去年夏天在上海某

想起十九世纪法国画家米勒的名作《拾穗

娃娃”的品牌，将渠道升级到移动APP，

广场当场烹煮生态米，发给顾客分享和体

者》。还有这样一张照片：一位母亲背负

构建了原生态的高端健康农产品O2O平

验；传稻，利用线上和线下各种渠道，也

着装满稻米的背篓，牵着头牛，牛背上骑

台。

在微信朋友圈发贴，传播生态农业的理

着她的小孩，母子都是快乐的表情。栗富

栗富军现在对自己的定位是“新农

军说做母亲的宁可自己负重爬山，也不愿

人”。在微信卖大米之前，他做了10多

这样的原生态大米在价格上必然走高

意把稻米放在牛背上，让自家孩子下来攀

年外贸，做到很高营业额。进入生态农产

端路线，目前主要面向北京、上海有较高

爬。这是舔犊之情的自然流露。

念。最后他希望能“得稻”。

品领域后，栗富军发现这是一个极其广阔

消费能力、追求健康生活方式特别是健康

早在一年前就有机会采访栗富军，听

的天地。去年他花了几个月时间在全国各

饮食的人群，将来还会逐步扩展到其他生

一位管理学专家介绍，有人在微信朋友圈

地到处跑，通过“寻稻”之旅，将自己的

态食品。

里3个月就卖掉了10万斤大米，是非常成

稻米培植基地落脚在黑龙江黑土地、宁夏

“你觉得‘腮红’顺口么？改成‘红

功的微信营销案例。后来因为时间安排上

黄河套和云南红土地哈尼梯田等优质原生

腮’是不是更好些？”栗富军征询我的意

的问题，与栗富军失之交臂。这位专家将

态大米产地。他发现哈尼梯田耕种者多为

见。为什么是儿童化的名字和形象？他说

他的故事写成一篇生动有趣的案例，把他

当地农妇，延续着一百多年前原始的播种

小孩脸蛋红扑扑的模样是最健康自然的，

树为砺志的典型。

和收割方式。她们负着沉重的背篓，赤脚

代表着纯真的生活方式；从饮食角度看，

“我两部手机里要求加为微信朋友的

沿着蜿蜒的山道攀行而上；胼手胝足却所

也能唤起人们对小时候味道的记忆，寓意

就有两三万人，真是应接不暇啊。”这位

得甚微。这让栗富军看得“心碎”。他与

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

百度、阿里巴巴和腾讯对移动互联网进行战略布局

了还是跟价值观和人生观有关。

Spring 2015

47

话题

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

外表温厚敦实的血红，内心确是一片血红！

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

进入网络写作状态后，如火山爆发，势不

担心自己收入“来路不正”，就没敢告诉

各种书籍一股脑儿塞给小弟看，有神话、

可挡。早期的网络作者大多有稳定职业，

他们，来上海也只说是读研和工作。10年

历史、侠义、剑仙、言情，也有现实、

写作多为玩票，并不以此为生，有些人写

前，若说网络写作可以收入不菲，确实没

战争题材，再加上血红父亲青睐的武侠小

了几章后，要隔很长时间才更新，每每让

几个人会相信。血红可算是第一代靠写作

说，就是没有顾及小孩能否接受；到了血

读者等到“花儿也谢了”。2003年，辞

为生的职业网络作家。

红小学三四年级，姐姐又把刚看完的《红

职后颇为清闲的血红技痒难忍，在网上小

楼梦》扔给他。最初自然是囫囵吞枣，似

试牛刀，一出手就颇有湘文化的“蛮霸”

懂非懂，后来慢慢就能理解了。血红练就

之气：一天就能更新上传三到四章，一万

血红在上海有一帮网络文学圈子朋

了快速阅读的本领，一部几十万字的长篇

多字，甚至几万字，让书迷大呼过瘾。此

友，经常在一起聚会，最多时有100多

小说，一两天也就翻完了，遇到爱不释手

时，起点中文网等原创文学网站，逐步建

人。但几年过去，圈子逐渐瘦身，这班朋

的精彩之作还会躲在被窝里连夜看完。如

立了与作者分享的盈利模式。血红写作半

友因各种原因离开了上海。有些是因为婚

此这般，早熟的血红，脑子里就充溢着

年后，月稿费收入就有两三万元，2004年

姻大事，被家里逼着回去成亲。2009年

古今中外的奇人异事和天马行空的玄思

全年拿到了100万元稿费。

春节期间，血红返湖南探亲后提早回到上

毕业于武汉大学计算机专业的血红原

海，老友都不在，也有了想要离开上海念

新派武侠小说里的主人公，往往因为

本在长沙一家公司做技术工作，因为不善

头的血红独坐小区花园，寂寞难耐。也

机缘凑巧，体内积储了绝世内功，却不知

于处理人际关系，只做了半年便辞职回到

许是缘分已到，他上网给书友发了见面

如何运用。金庸《倚天屠龙记》里的张无

武汉与5名同学合租了一套两室一厅房子。

邀约：男书友来了喝啤酒，女书友来了喝

忌，体内被张三丰注入了九阳神功，直到

姐姐着急了，派姐夫“押”着他去郑州一

茶。结果就有两位他的女书迷在网上议论

在“乾坤一气袋”里受了磨砺激发，才算

家公司上班，血红在办公室里照写不误。

开了。一个说：很想去，就是不知道血红

大功告成。

为了迫他就范，家里每月只给他300元生

是怎样的人？另一个说：去就去，难道还

活费。网络写作名利双收后，血红怕家里

怕他吃了我！

幻想。

血红积累了20多年的阅读和想象在

48

安家上海成了新上海人

Spring 2015

话题

与两位女书迷一见面，血红大喜过

刀，甚至付出生命。但我对现实生活中人

史背景是武王伐纣，哪来的神仙打架？当

望，发出“豪言壮语”的女书迷，竟是位

与人关系的看法当然不会如此简单。”他

代人写奇幻也好玄幻也罢，完全可以打破

上海小美女，血红对她一见钟情。“见面

解释道。

清规戒律，充分施展想象力。

后我就认准是她了，接着就猛追猛攻。认

“我们那时候上网的大多是大学生，

血红写作速度惊人，在与我见面之

识3个月，我和我老婆就结婚了。”外表温

现在智能手机普及，高中生、初中生人手

前的10分钟里，他就在电脑里敲出900

厚敦实的血红，内心确是一片血红！

一机，读者年龄层次明显下降。他们的价

多字。在用手机给他拍照的两三分钟时间

血红成名后，写作以外的大多数时

值观还有待形成，思想还远没有成熟，这

里，他又写出200来字。他说10多年前

间仍宅在家里，平时也就是跟男书友喝点

就对网络写作提出了新的挑战。”作为伦

在郑州，曾喝了一箱啤酒，在微醉状态下

酒，夜场生活不见其踪影，也没传出过诽

理学专业的哲学硕士，血红希望在自己的

连续写出几万字。他说在写这一句时，脑

闻，这跟他的价值观有关。血红小说中男

作品中融入中国传统的伦理道德，如仁义

子电光火石般地闪现下面的几种场景，再

女感情线比较单一，多为一男一女模式，

礼智信、温良恭俭让、忠孝勇恭廉，还有

从中挑选一种，继续往下写。看来，每个

而他的女书迷往往也认可这种价值观。血

男女之间对于爱情的忠贞，从而让年轻读

人都有自己的天赋，血红的经历很难复制

红与他书迷老婆的“闪婚”，恐怕也是基

者在潜移默化中受到这些价值观的影响。

和效仿，也许上天就是派他下来在线写

于共通的观念。

奇幻作品总会有打打杀杀，如何避免暴戾

作的。

结婚前，血红租住在浦东源深体育场

血腥的场面？他的对策是在细节上作淡化

说到佩服的作家，血红提到了柯南道

附近的小区。据他回忆，2004年这里的

处理，“可以学《三国演义》对厮杀场面

尔、大仲马，华人作家金庸、梁羽生、古

平均房价只有每平方米9000元，现在可

的描写手法，如‘军土自相蹂躏，死者很

龙、温瑞安、黄易。同代网络作家，血红

能要五六万了。投资理财之类可能不在他

多’之类，留下想象空间。”

也有比较心仪的，“我就不说是谁了”，

的视阈之内，生活上也如是，虽然早就财

就在见面前一天，血红坐着高铁从寒

他笑道。最佩服的是还珠楼主，也是位多

务自由了，却没有多大奢求。单身时代，

冷的北京返回较为暖和的上海。在鲁迅文

产作家，代表作是剑仙小说《蜀山剑侠

他常常连着一两个星期只吃某个菜，比方

学院网络作家培训班进修了2个月，与同行

传》。血红说他的作品有着丰富的传统文

某种鱼，请阿姨每天三顿就做这个菜，连

交流切磋后，血红的视野似乎更宽广了。

化内涵，而那一代作家的国学底子是网络

着吃。吃厌后，再换其他菜。结婚后，血

他说美国创造了一系列风靡全球的文化产

作家难以企及的。成为还珠楼主那样的作

红在南翔安家，平时小两口也上饭馆。丈

品，如米老鼠、唐老鸭、超人、变形金

家是血红颇为向往的，他希望创作出能传

母娘一个星期来一两次，帮他们买、汰、

刚、蜘蛛侠，日本也有阿童木、奥特曼、

诸后世的经典作品。

烧。南翔空气比市中心好，人流也不那么

机器猫等等，其中贯穿着他们想要揄扬的

网络原创文学注重给读者提供娱乐消

密集，还能直接从菜农手里买到新鲜蔬

价值观。对中国文化产业极富启示意义。

遣，与纯文学诉求存在差异，各有各的存

菜，生活质量可能比市中心更高。安家上

而当前的网络文学作品，虽然数量庞大，

在价值。海明威惜字如金，石头记只写到

海成了新上海人，血红还在计划着将来有

但大多并未建构起自己的话语体系。金庸

半部，真正有生命力和艺术感染力的文学

了孩子后的事。

武侠作品只有10多部，却创造出不少让读

作品不在于篇幅长短，通俗文学也可以锻 造出伟大的作品。

去年血红当选为上海网络作家协会副

者耳熟能详的武功、门派和人物谱系，如

会长，还被上海视觉艺术学院聘为兼职副

丐帮和明教，在多部作品中出现，以致于

网络作品改编拍摄影视剧成风，血红

教授。见面时，血红说没有名片，也就是

提起丐帮和明教，就会联想到金庸武侠中

的玄幻作品受成本和技术局限很难拍摄，

说“没有单位”，自由的网络写作者，大

脍炙人口的角色。

改编成舞台剧或许还有可能。而他的部分

概就是血红的自我定位。

在写作中体验快乐

血红已看清了未来的努力方向，制定

收入则来自根据其作品设计的游戏。最近3

了目标和详细写作计划。近期打算写12部

个年度他连续进入了全国网络作家富豪榜

长篇，以真实历史为背景，展开虚构的人

的前10名。

血红的网络小说，时空跨度极大，上

物和故事，尝试建构自己的话语体系。有

问起写作动力，血红回答以“快

下数千年，东西几万里，想象奇崛，不落

些人对当代文学作品中在真实历史背景下

乐”—为了快乐而写作，在写作中体验

窠臼。既写到了殷商的巫，也有古希腊神

展开的超现实虚构抱有偏见。实际上，古

快乐。看表象，外形敦厚、笔耕不辍的血

话中的女妖塞壬；既有现代都市背景，也

典名著中何尝没有这类虚构。《西游记》

红有点像老黄牛；看作品，则像插上翅膀

有渺远的上古时代。因而他不太愿意把自

就是根据唐代高僧玄奘去天竺取经的真实

的天马，“精骛八极，心游万仞”（陆机

己的作品称为“玄幻”。

经历虚构的魔幻小说，唐朝可没有会讲人

《文赋》）；谈吐间还不时流露出童真之

话会七十二变的猴子；《封神演义》的历

心。这就是快乐的自由网络作家血红。

“我书里的人物，会为了朋友两肋插

Spring 2015

49

CO-PUBLISHED ARTICLE

Q&A

Chicago taste, Shanghai style Fred Fuseau, Manager of Morton’s Shanghai restaurant

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 steakhouse has remained true to its founders’ original vision of combining generous 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 m ifc to open up the rooftop terrace,, where we can offer guests the chance chan nce to take aadvantage of the stunning views of both bo the Oriental Pearl Tower new Shanghai Tower.

Towe er and the n unbeatable view. This It’s truly t an un spring planning to use it for our sprin ng we’re plan signature MORTini happy hours from signa ature MORT 5-7pm.

5-7p m. Since the rooftop terrace can accommodate accom mmodate up to 300 people, it can also be booked out for private events such launches and to su uch as product prod special occasions. celebrate spe W What kind o of clientele does the attract? rrestaurant at We really see across the spectrum W at Morton’s in Pudong. With our location in Lujiazui at ifc mall, we tend to attract a lot of busipeople during the week, ness peop especially those from the automotive iindustry. We often book out the nine private dining rooms for corporate events

50

Spring 2015

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.

ECONOMY

Growth vs growth China struggles to protect both its forests and farmers

U

nlike many of China’s polluted locales, the county of Jinxiu 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, biodiversity, 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-

52

Spring 2015

tion” system for over a decade, in which the government pays for income lost in order to protect the local forest. Ecologically 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 without turning their environs into treestumped wasteland. Zhang said regulations strictly forbidding any human use of certain habitats that can accommodate both the demands of the local ecosystem and human activity ultimately forestall the formation of many environmentally friendly and truly profitable ventures.

“That’s why we need multiple ways to protect the environment,” he said.

Bad to better and worse Zhang said that cutting off all economic

ECONOMY

activity can further impoverish those residing in areas where eco-compensation 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 abundance 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 people 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 children.”

While the county government has attempted to make up for the nowabsent 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 secretary 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 trees There is little argument over the paucity of forested land in China. At last count, China had 20.8 million hectares of forests, 12.2 million hectares of which are natural forest and 6.9 million hectares

man-made, according to a general survey of forest resources during the period 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 compensation 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 conservationists have warned that the current compensation mechanism doesn’t work.

“We need to find out a way to transfer from eco-compensation to a socalled ‘market way’,” said Xie Yan, a conservation and biodiversity researcher with the Chinese Academy of Science and the second co-founder of the Protected Area Friendly System site.

“In China, the principle of compensation is ‘the one who pollutes should recover [their losses], the one who benefits 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 barring 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 suggest 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 sprouts There 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 ecotourism and organic farming.

While this environmentally conscious approach has proven lucrative for Zixi, it may not work as well in environs located in provinces further inland than Jiangxi. More importantly, Zixi isn’t a protection zone with restricted land use—the county entered its current setup voluntarily. Nor is it as isolated as Jinxiu and other towns in China’s craggy southwestern provinces. For these and other locales struggling to balance economics and ecosystems, the path ahead remains as dense with obstacles as the underbrush now reclaiming the county’s fallow farmlands.

Spring 2015

53

ECONOMY

It’s complicated China’s derivatives markets inch toward maturity

T

he winter of 2014-2015 may be known in China as a time when Shanghai’s stocks suddenly 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 important.

The changes have received some attention in the financial media but have been largely ignored in mainstream 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-

54

Spring 2015

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 tendency 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-

ECONOMY

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 simply A 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 redistribution is accomplished by stipulating specific 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 parties 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-harvest price collapse, but also means the distributors benefit if there is a price hike. That is exactly the sort of possibility 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 relatively 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 regulators 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 introduce 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.

Synthetics Synthetics 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 December, 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 brokerage with access to Shanghai-traded A-shares, whether as a governmentapproved, qualified direct investor or through the Stock Connect in Hong Kong.

“Certainly there has been renewed interest in anything mainland stockrelated 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 exchangetraded 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 diverse Whatever 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 probably are going to have another wave of excessive demand if those derivatives are offered to Chinese as a product class.”

As financial reform continues its seemingly glacial pace on the mainland, derivatives will continued to be tolerated by the government as an unpleasant 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 potential 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.

Spring 2015

55

ECONOMY

Finding its feet China’s animation industry stumbles toward true success

boom” in China’s animation sector said Michael Keane, a professor, member of Queensland University of Technology’s creative industries faculty and author of an upcoming book on creative 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 prejudiced against domestic animation, so you’ve got to get over that hurdle to start with.”

Quantity and quality

B

efore they began raising eyebrows in western animation circles with their latest collaboration, Tim Chen and his friend had worked together on a previous independent cartoon.

“Yi Mumu and I collaborated on an independent animation, Conviction of Distance, about a long-distance relationship,” 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 engagement 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

56

Spring 2015

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

Among the most referenced sources for animation industry figures is the annual blue book known as the “Chinese 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 animation 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. “Seventy 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 revenue figures provided in the latest blue book are from 2012, when operating

ECONOMY

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 animation studios. For comparison, in 2013 Japan’s Toei Animation made US$336m, while DreamWorks Animation SKG brought in US$706m. Disney’s Frozen made US$700m at the global box office.

Insipid incentives While DreamWorks Animation faces trouble at home after announcing layoffs 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 coproduction status in China, according to a recent report from The Hollywood Reporter. That means the movie, whose first two installments grossed US$26 million and US$92 million in China, will be treated as a domestic release, with greater access to the

mainland’s growing number of theaters and a bigger share in box office revenue.

Wasted time Figures 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, energy, talent and government funding is perfectly logical in the context of the goals set for China’s animation industry 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 standards may include helping the domestic animation industry to “go global”, the only times that innovation and quality are mentioned is in the service of a

China’s animation exports in $US million (animation) 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

0.01

0.008

0.57

0.013

0.60

1.30

0.44

0.11

Africa USA

0.64

0.62

Japan

0.02

0.126

South Korea

1.37

2.03

Taiwan

0.33

0.355

Hong Kong

0.97

1.23

Source: Compiled from data released by the bureau of statistics

more important pursuit: profitability.

Zhang said that domestic animation quotas for primetime television in China also provided a guaranteed outlet for low-quality cartoons.

Arrested development The recent surge of interest in China’s animation has come in part from increased investment on the part of China’s increasingly diversified Internet giants, who hope to both host and produce the future content of the country’s entertainment industry.

George Wang, founder of the Chinese video site Tudou, opened digital 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 another serious millstone around the industry’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 contemporary without pushing it in people’s faces, the audience might wake up.”

Spring 2015

57

理财

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

金的调整幅度将相当微小。

何？热点和机会在哪里？二线城市

商铺方面，今年将有八个新项目计

有哪些市场亮点？上海房地产市场还有投

划入市，总面积近58万平方米，总存量的

上海对先进制造业和服务业的持续扶

资价值么？

年全国房地产市场的整体走势如

境电商的发展而倍受国际投资者的关注。

扩张速度将回归双位数增长，同比增幅将

持将支撑未来对上海商务园区办公空间的

继往才能开来，先看去年上海市场的

达14.2%。大量计划中的新增供应显然将

需求。供应量预计将于今年激增，近140

情况。全球商业房地产服务公司高力国际

加剧业主间的竞争，并继续对净吸纳量施

万平方米新增供应计划入市。尽管新增供

于2015年1月发布的消息称，去年上海商

压。非核心区域内大量新增供应及其低于

应量将再创新高，并于短期内推高空置

务园区投资市场活跃，二线城市中高端购

平均水平的租金，预计将拉低这些细分市

率，但新增供应的本质（近60%将位于往

物中心大幅扩张。去年上海优质办公空间

场内首层物业的平均固定租金，且将进一

年需求强劲的漕河泾和张江），以及持续

需求持续增长，核心区市场空置率降至6年

步抑制全市整体租金的增长。然而，核心

发展的现代服务业将有望驱动对新增供应

以来最低。写字楼与商铺投资市场较去年

区域内成熟项目的租金将继续呈现增长趋

的吸纳。交通通达性的改善以及更高的建

稍欠活跃，分别录得8宗及1整售交易。住

势。

筑规格仍将有望支撑平均租金的增长，而

宅方面，缘于维持市场调控政策，去年上

受购房情绪回升及贷款条件放宽所支

海住宅房地产市场呈下行趋势，全年销售

撑，上海住宅市场销售量预计将呈稳步上

因购房者购买情绪回暖及发展商财

总量较2013年下滑24%。在工业方面，市

升态势。豪宅市场预计将保持活跃，缘于

务状况好转，住宅用地市场有望将保持活

场对标准物流仓库的需求表现强劲，尤其

投资者对上海市场资本升值的未来前景仍

跃。鉴于优质商业用地库存短缺，且政府

是跨境电商领域仓储需求较2013年强劲攀

充满信心。强劲的购买情绪以及众多发展

必将严格监控上海的土地使用情况，预计

升。上海商务园区投资市场于年内持续活

商高企的库存或将导致新增供应于今年进

来年的商业地块将鲜有成交。工业土地市

跃，全年内共录得12宗整售交易。土地市

一步攀升。低端市场内，购房情绪的回暖

场内，仓储空间需求的上升（缘于国内消

场则活跃度较2013年减弱，但去年核心地

预计将支撑成交价格。鉴于贷款利率已于

费力的增长）将在发展商继续追捧极为有

段2宗土地交易创下申城成交总价及平均楼

近期下降，中高端市场的成交均价有望将

限的工业用地之际，支撑工业土地售价的

板价新高。纵观二线城市的写字楼市场，

维稳或小幅上升。豪宅市场方面，投资者

持续增长。

尽管多数市场空置率较高或有所上升，租

的信心将支撑该细分市场的成交价格。

各子市场差异将非常明显。

二线城市展望

金仍于去年实现增长。全年购物中心物业

工业物业投资市场延续自2013年以

非核心区域化成为一种明显趋势。欲知今

来的强劲势头，源自国际发展商、机构投

今年武汉将迎来超过100万平方米的

年市场情况，请看以下高力国际的展望。

资者及大型电商的瞩目交易及扩张活动即

新增写字楼面积；苏州、杭州、南京及厦

系佐证。预计约一百万平方米的出租及自

门的新增供应总量在两百万平方米以上。

用物流仓储将于2015年竣工。其中三分之

此波新增供应为去年新增供应的三倍之

一的物业将位于上海保税区域。

多，毫无疑问，这些城市的空置率将于今

上海市场走势如何 今年上海核心区甲级写字楼市场预

58

下，长期内上海保税物流物业市场将随跨

计将迎来八个写字楼建筑面积总计70万平

跨境电子商务的崛起已经为众多电商

年攀升。大量的新增供应将对租金增长带

方米项目的入市，该新增供应总量较去年

及物流发展商创造了机会，诸如亚马逊、1

来下行压力，且众多业主将给予租金优惠

高127%。其中，六个办公面积合计40万

号店及阿里巴巴之类的大型电子商务企业

以吸引及/或挽留租户。在一些城市中，平

平方米的项目位于浦西，两个办公面积合

于年内进入上海自贸区及试点城市内其它

均租金将因核心子市场的优质项目入市而

计近30平方米的项目位于浦东，分别占两

保税区域即系佐证。截至去年底，浦东机

上涨。

区域各自现有供应的12.9%及13.4%。核

场保税区（上海自贸区区域之一）内约1万

今年，高力国际所监测二线城市（

心区整体空置率在今年应将小幅上升。同

平方米的保税物流仓库已被吸纳，并用于

苏州、杭州、南京、武汉及厦门）的商铺

时，新增供应或将成为导致租金出现下调

运营跨境电子商务，预计今年初另有5万平

房地产将持续快速发展。苏州和南京将于

的一个因素，但鉴于多数未来供应更高的

方米的仓储面积将被划拨用于跨境电商业

来年各自迎来超过一百万平方米新增商铺

建筑标准和相应更高的租金，市场整体租

务。在政府扶持及国内强劲的消费力支撑

供应面积；杭州及武汉亦将有大量新增供

Spring 2015

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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

核心地段的成熟项目仍能拥有良好的资产表现

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

其四，物流物业市场面临进一步整

其五，海外投资持续强劲。以中国

应相对有限，且租金自2013年第二季度以

合。物流房地产市场内，预计全国将有近

发展商和保险公司为首所主导的海外投资

来已连续6个季度下跌，该市租金将有望实

200万平方米的标准物流仓储新增供应于

活动今年将继续保持活跃，且其增速有望

现适度增长。

今年底前入市。然而，随着物流用地成本

超越境内投资。鉴于越来越多的各类投资

其三，商铺物业市场将跃现供应高

预期上升、多个区域内土地使用年限的进

者正积极寻求海外投资项目，未来若干年

峰。中国商铺房地产市场供应量预计将于

一步缩减、以及土地供应的持续减少，预

内对于不同类别物业的投资喜好将得以拓

今年达到峰值，14个主要城市中将有约

期市场将会跃现进一步的整合。更确切而

宽，交易规模亦将随之扩大。在众多备受

730万平方米新增供应计划入市。这些新

言，在地价攀升之际，多层物业预计将会

瞩目的发展商和投资者将寻觅海外发展及

增供应超过7成将来自于非一线城市，且

占据物流仓储设施更大的比例，购地将变

投资机会之际，数家海外投资者正于中国

其中多位于华东区域，业主间的竞争将进

得愈发困难，以及发展商将保持其租金具

商铺及物流业、以及带有商业元素的综合

一步加剧。鉴于计划落成的巨大供应量，

备竞争力。此外，电子商务带来的上升需

项目中寻求投资机会。该现象将受持续增

多数城市的空置率预计将于今年上升。而

求将持续引发国内快递行业的激烈竞争，

长的零售额以及迅速发展、同时配套物流

在新增供应如约而至之际，业主已面临来

而对于市场上相当一部分企业而言，市场

设施却已然落后的电子商务所支撑。鉴于

自电子商务的挑战。这些因素均将迫使众

竞争将变得过于激烈。与此同时，由于中

这些类别物业的开发及运营之复杂度，投

多业主作出租赁策略调整以吸引及挽留租

国的主流物流物业市场仍将为少数几个主

资者将青睐于有相关经验的中国发展商或

户，其中包括租金收取方式与业态及品牌

要市场参与者所主导，物流业投资者或将

合作伙伴，并与之建立合资企业或开展其

组合的调整、装修补贴，以及在极端个案

着眼于其它类型的仓库及工业物业。跨境

它合作模式。至少，由于去年住宅市场疲

里由业主担保的销售收入。然而，在全国

电子商务的发展将如何在海关和国家检验

软已导致众多发展商陷入财务困境，投资

上下总体租金增长预期受阻之际，核心商

检疫局的监管、以及网络消费者之间的博

者或将在某些特定情况下于中国住宅市场

圈内的成熟项目资产表现仍将看好。

弈中演绎，将成为更加令人关注的话题。

寻求投资机会。

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B U S I N E S S E D U C AT I O N F O C U S

Matching skill with demand China is producing a multitude of MBA graduates, but these degree holders and their employers aren’t always sure how to use the talent

C

hina’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—diploma 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 relevant it will be to the person’s job and responsibilities,” said Simon Lance, regional director of UK-based recruitment company Hays. “Some employers 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 professionals who don’t utilize the abilities they have picked up in class.

For many employers, an MBA is a desirable attribute, not a mandatory

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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 status, 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 company’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 companies and entire sectors experience major upheavals in tandem with the evolution of China’s business culture and incoming 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 international 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 industry over the next five years or so.”

商学院教育

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，

种程度，学院方面未能及时化解矛盾也是

程。问题是创业理论和教材可以从国外批

在当今变革时代，由于先天不足

导因，而商学教育的功利化和实用化恐怕

发，具备创业实践经验的师资严重匮乏。

等诸多因素，正在受到越来越大的冲击和

是更深层次的原因。

有的教授讲了多年创业课程，其实也只会

挑战，尤其是大学商学院和独立商学院的

就以EMBA来说，学员多为企业主、

教学生写商业计划书，商业计划书写得再

存在价值倍受质疑，甚至面临被颠覆的可

官员和大企业高级经理人，其中不乏所谓

好，也无法提高学员创业成功率。而一些

能。

成功人士，他们因何而来？政商关系吸引

学员其实也只是看中课程能给他们带来的

前几年，一家费用极昂贵的商学院爆

力不可谓不大，而这样的结合与腐败高发

实际利益：能否获得有前途的创业项目，

出内幕，一名心存不满的学员在博文中详

不能说全无关系。去年出台的一项政策将

能否吸引创业投资，能否建立起各种关系

细描述了与一名教授发生冲突的过程，还

EMBA、后EMBA和总裁班列为“高收费

圈。

历数学院的种种不是，并称学院30%的课

社会化培训项目”，规定“领导干部一律

MBA的实际管理能力，舆论颇多讥

程和教授是徒有虚名。很难从这样的抱怨

不得参加”，据报道引发了官员从EMBA

讽。“在企业运营困难的时候，MBA出身

判断究竟谁是谁非。EMBA学员大多腰缠

退学的风潮。如果严格执行，首先就将利

的CEO只会做两件事：裁员和减薪。”有

万贯，有些人难免有暴发户心态，他们去

用公费读EMBA的路基本堵住了。接下

人如此评价MBA的管理水准，潜台词是如

商学院学习的真实目的有些可疑，有的纯

来有报道称，此举对商学院EMBA项目

此做法何须MBA背景，即便是文盲老板在

粹就是为了混同学圈子，说白就是希望与

影响不大，学费继续看涨，报名者仍很踊

遇到经营困难时也会考虑用这两招。国内

官员和其他商人建立同窗关系，看中的是

跃。还有报道称，商学院创业教育热了，

商学院教授也许会照搬西方教案，但在管

权力和金钱可能带来的回报，并非真想从

找不到官员关系，可以在同学中找到创业

理实践上不见得有什么心得，再加上MBA

课程中学到什么有价值的内容。正因为抱

伙伴。总之，建立各种带有功利目的的关

教育近年出现低龄化和低职化倾向，台上

着这样的目的，而多数人是有点资历和身

系似乎比学习课程更受一些EMBA学员青

是头头是道、照本宣科的老师，台下是没

价的，所以与教授和学院发生正面冲突并

睐。另一个紧俏项目MBA课程似乎也不见

有工作经验、迷迷糊糊的年轻学员，真是

公之于众的情况比较罕见。事态发展到这

退潮。创业热刺激商学院大量开设创业课

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 Mintzberg)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 利润最大化。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。

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B U S I N E S S E D U C AT I O N F O C U S - CO P U B L I S H E D Q & A

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 internationalism, 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 partnership between Xi’an Jiaotong University and the University of Liverpool?

The partnership represents a unique model of education in China that aims to leverage the key values of two wellestablished institutions: institutionss: Xi’an Jiaotong University, one of the important universities in China, and tthe University of Liverpool, a member o of the prestigious Russel Group with overr a hundred years of history, and rather tthan just merely programme cooperating on a progr amme level, they have facilitated the establishment esttablishment of a new university incorporating incorp porating experiknowledge. ence, value and know wledge. It’s more than an ideological joint-venture; join nt-venture; it’s a joint-venture. brick-and-mortar joint-venture.

What sets the IBSS M MBA programme apart from other business bu usiness schools?

For the full-time programme our course stands out because we had the possibility posssibility to design

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ours from scratch, a clean slate, and so we have created a programme that really goes in deep on the Chinese context. 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 foc focus which makes our programme unique uniq and arguably more relevant than oth others in Europe or North America.

The environment iis a truly international one, with more tthan 30 nationalities in our faculty, and combined with British quality and Ch Chinese context we have a number of different unique selldiffe ing points that enrich the t student experience of our MBA pro programme.

Q: How does the progr programme balance business theory the teaching of both bu and practice?

Our programme is des designed to combine academic modules and personal develpersonal development is opment, and persona ways: first, we plan a obtained in three ways scheduled itinerary that th takes the stu-

B U S I N E S S E D U C AT I O N F O C U S - CO P U B L I S H E D Q & A

dents to study at the University of Liverpool’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 personal development activity. And the third is having a final project that involves increased exposure to the business environment and therefore strong experience in the business context.

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.”

What makes up the core of the curriculum 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 general management, and the programme aims to combine a general manage-

Who can benefit most from the school’s IMBA programme?

I believe that for the IMBA, or in general 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 academic and professional development.

What we do through our teaching is give our students the tools to implement 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.

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B U S I N E S S E D U C AT I O N F O C U S - CO P U B L I S H E D Q & A

Why Study an Online MBA at EU Business School?

We ask the professor…..

T

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 instruction and attention, in addition to small classes led by world-class faculty available at your fingertips. I believe we have only seen the tip of the iceberg and that higher education will undergo fundamental changes over the next decade and become less teacher centric and much more student focused.

here are many benefits to studying an MBA online. We speak to Professor Nina RungHoch 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 affordability. Your classroom is never further away than your mobile phone. Technology allows even the busiest person to have the opportunity to complete an accredited 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 different countries and disciplines, which may not always be the case due to geographic, 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

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classroom environment. Additionally, many online classrooms are truly global. For example, I teach a class with 30 students who represent 22 countries. 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 offerings within the next 10 years.

In 2005, I started developing accredited-online degree programs in the U.S.A., thus I am fortunate to have witnessed this worldwide phenomenon since the very beginning. Lately we have seen MOOCs (Massive Online Open Courses) receive a lot of attention, however they differ from what

What’s your method for keeping students engaged and motivated through online learning?

The same methods I would use in a regular classroom: interesting and relevant topics and discussion; a consistent balance between theory and practical application; team projects and live presentations; and ensuring the class develops from being a group of students, to a team of future collaborators.

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 familiar with the various technological tools and techniques to make the teaching “come alive”.

B U S I N E S S E D U C AT I O N F O C U S - CO P U B L I S H E D 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 physical 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 classroom. 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 School Established in 1973, EU Business School (EU) is a triple-accredited, multicampus, international business school, delivering exceptionally comprehensive business education in a competitive and global learning environment. Recently ranked number one in CEO Magazine’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 ess School For more information about EU Business School’ss Online MBA, visit their website: www.euruni.edu or contact them directly at onlinecampus@euruni.edu

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B U S I N E S S E D U C AT I O N F O C U S

The ROI of B-School Reach, Opportunities, and Income

T

here’s no shortage of predictions about the bleak future of business education. Rising 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 positive 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 Admission Council (GMAC) surveyed over 12,000 graduate business school alumni and the results are reported in their 2015 Alumni Perspectives Survey Report. This provides a global snapshot of employment and career progression for alumni from over 230 graduate business schools at 71 universities in

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16 locations around the world. Survey participants graduated from business school between 1959 and 2014. Ninety percent of business school alumni report that graduate management education 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 driving 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, president and CEO of GMAC, “Graduate management degree-holders consistently 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 industry is supported by some recent statistics including many business schools reporting the strongest MBA job market 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 management degree, such as a Master in Management, Accounting or Finance, is a positive educational investment in a highly competitive career marketplace. In the survey, ninety-five percent of alumni even rated their graduate 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 organizations irrespective of when they graduated. The majority of alumni held midlevel 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 economies, graduate management alumni exercise enhanced purchasing power.

Business school alumni also move up quickly in the workplace and have high levels of job satisfaction.

Viktor Göhlin Founder, Nokadi Alumnus 2006

Emilija Petrova Managing Director, Trade Resource GmbH Alumna 2002

Bart van Straten General Manager, Van Straten Medical Alumnus 1996

YOU!

Roxana Flores Founder, BeCaridad Alumna 2011 Peter von Fortsner Managing Director, Häusler Automobiles Alumnus 2010

Supareak Charlie Chomchan

Managing Director, Pacific Rim Rich Group Co., Ltd. Alumnus 2003

At EU Business School, you don’t just learn from entrepreneurs, you become one!

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 difference in students’ lives and propel them to success.

PEOPLE HAVE IDEAS. ENTREPRENEURS MAKE THEM HAPPEN.

BARCELONA | GENEVA | MONTREUX | MUNICH | ONLINE

ANIMATION

Earthshaking Superheroes Marvel Comics Milestone – The Avengers Series

T

he 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 highestgrossing 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 outlined in the preview: the whole world is trembling under the horrible project of the evil robot, Ultron. Even the superheroes 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-

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Spring 2015

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 e veryone’s heart In everyone’s heart, there is a hero who is handsome and miraculous, able to do anything. In the world of comics, dramatic future technology, special effects and superpower are all vividly presented by these imaginary heroes to realize our hero dream.

Compared with Japanese manga, superheroes in American comics are more fascinating. They possess miraculous superpowers and want to defeat evil. Such powerful heroism stirs people’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 development of computer technology makes it possible to present these superheroes in movies and therefore creates the climax of comic adaptation. At the beginning, 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 billion. 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 Universe Project. Marvel Comics’ superheroes have gradually stepped onto the screen and have won worldwide acceptance.

It is undeniable that Marvel Comics 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 situations and sometimes fight together, which constitutes one of Marvel Comics incomparable charms.

ANIMATION

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, powerful superheroes step up to save it.

Viewing the history of Marvel Comics, it is not hard to see the Avengers 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!”

As we expect The Avengers superheroes continue to fight together, we also imagine that someday the Guardians 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 Universe Marvel 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 Avengers. 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 security, is driven into a corner. Controller Nick Fury decides to form an invincible alliance by gathering powerful superheroes together to save the world. Therefore, 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 enjoyable 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

Hero under Steel Armor

movie is filled with fighting scenes, it is also rich in humorous and tricky lines, which ease the tension of endless fighting and make this blockbuster more approachable. The story is not complicated, 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 movies series and arouses people’s huge expectations for its sequel.

As the sequel of The Avengers, Avengers 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,

Iron Man is the first movie of Marvel Cinematic Universe, screened in 2008.

It was adapted from the classic Marvel Comics. Millionaire playboy Tony Stark makes his fortune by developing arms and ammunition. After a nearfatal 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 suffers 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 sometimes directionless. But once the world needs him, he will devote his life without hesitation.

Such a superhero with distinctive 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.

Spring 2015

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专题

那些叱咤银幕的超级英雄 记漫威“大事件”之复仇者联盟

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

看其前作《复仇者联盟》曾在全球创下的优异票房成绩，我

电影——《复仇者联盟2：奥创纪元》，已确定于2015年

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

5月1日在美国上映。作为史上票房最高、最受观众热爱的超级英

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

雄电影续集，其官方前导海报和最新中文预告片一经发布，便引

梦。

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

每个人心中都有个英雄梦

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

每个人的心中，都有一个英雄梦，他酷炫神奇、无所不能。这样

否再次力挽狂澜、拯救世界，将在今年5月浮出水面。

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。

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专题

漫威电影宇宙是由漫威影业（Marvel 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

漫威宇宙里的超级联盟

联盟组织，云集各方超级英雄一起发威，

耳熟能详的经典角色加入复仇者联盟。

漫威的银幕之旅开始于2008年，漫威依

才能拯救世界于水深火热之中。于是他各

不可否认，漫威用有计划、有秩序

次将钢铁侠、绿巨人、雷神托尔、美国队

方奔走，最终将钢铁侠、雷神、美国队

的趣味英雄串烧，剑走偏锋地征服了全世

长等超级英雄搬上大银幕，创造了众多超

长、绿巨人、黑寡妇和鹰眼等六位超级英

界。于是我们看到，钢铁侠、雷神、美国

级英雄系列影片。随后又通过《复仇者联

雄聚集，组成了“复仇者联盟”。他们各

队长，这些我们熟悉的超级英雄，既相对

盟》将他们集结起来，这无疑是超级英雄

显神通，战胜邪恶势力，拯救地球于危难

独立又彼此整合，共同战斗在同一个世界

们的一次集体亮相，也可看作是漫威英雄

之中。

中，相互往来、互相穿插，这便是漫威宇

系列影片的集大成者。

宙的魅力之一。

这部影片也许不是我们看过的最好

《复仇者联盟》上映于2012年，也

的电影，但是却会是视觉上最震撼、看的

我们在期待“复联”英雄们继续一起

是漫威电影宇宙系列第6部影片。片中讲

最过瘾的。激烈的战斗场面、恢弘的特效

战斗的同时，不禁会开始设想：也许未来

述以《雷神》中被流放的洛基为代表的强

制作、大气的音效节奏，构成了这样一部

银河护卫队也会参与到“复联”中来呢。

大邪恶势力突如其来，并对地球人类造成

获奖无数的超级英雄系列电影。虽然影片

然而，不论将来漫威如何走下去，不可否

致命威胁，这让致力于保护全球安危的神

中激烈场面非常多，但其中却不乏笑点，

认的是这种新英雄成群结队的方式将会让

盾局感到措手不及，指挥官“独眼侠”尼

各种吐槽台词比比皆是，在层出不穷的激

漫威宇宙的版图继续扩大。

克-法瑞认为必须创建一个“史上最强”的

烈战斗之间形成缓冲，让这样一部超级大

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专题

片更具亲和魅力。影片剧情并不复杂，但

置也是迈入一个新的台阶，从预告片中我

怎样的变化，其内在精神都是不变的。当

各个人物却被塑造得有血有肉，个性鲜明

们可以看到在本集电影中，当钢铁侠试图

世界再次降临危机，他们还将并肩携手，

却又彼此融合。这部电影的全球票房高达

启动处于休眠状态的维和计划时，事情出

踏上新的征程。当然不变的还有那句熟悉

15.1亿美元，为2012年度全球票房冠军，

了差错，于是在地球面临生死存亡的紧急

的口号——“复仇者，集合！”

而其中5.65亿元还是来自于中国票房的贡

关头时，强大的超级英雄们挺身而出承担

献。如此出色的成绩，让《复联》成为超

起拯救世界的重任。此次，复仇者们将奋

钢铁战甲下的英雄本色

级英雄电影界里程碑式的存在，也让人们

力阻止人工智能机器人“奥创”的恐怖计

谈起复仇者联盟里的超级英雄，思彼思资

对其续集充满无限期待。

划，随之而来的是一场独一无二的、史诗

产管理（集团）总裁黄绍忠先生对每位角

般的全球大冒险。

色都如数家珍。他认为，如今漫威的动漫

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

纵观漫威几十年的漫画史，复仇者联

及电影都拥有了覆盖全世界的影响力，它

威电影宇宙系列的第11部影片，从一开始

盟的阵容也在变化之中，与大多的新旧更

们的成功并非只是拥有了大批的粉丝拥

便备受关注。作为漫威电影宇宙第二阶段

替类似，有新英雄加入的同时，也伴随着

趸，而是开启了超级英雄系列影片的鼎盛

最重要的一部电影，其故事格局与场景布

老英雄的离去。然而无论团队在形式上有

时代。小罗伯特 • 唐尼饰演的钢铁侠是超级 联盟里最受欢迎的英雄之一，也是黄绍忠 先生最喜欢的角色之一。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 当时最受瞩目的英雄之一。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。

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专题

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；而最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

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ANIMATION

An Innocent Humanistic Mangaka Miyazaki Hayao created a box office legend with pure animation

T

he fact that Japanese animation can challenge Disney and DreamWorks as the most influential in the world is largely attributed to one person. That person rejected computer graphics and persists in controlling the light of each picture manually. 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 manga Miyazaki Hayao regards the ‘Oscar Life Achievement Award’ as a reward sharing 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 family. His brothers took over the family business, which gave him more freedom to do what he wanted. Miyazaki revealed in an interview that he had a special attachment towards his mother 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

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loves reading. He enjoys the works of Osamu Tezuka, Soji Yamakawa and his favorite cartoon is Tetsuji Fukushima’s King of the Desert. It was not until entering Toyotama High School that he begin to learn drawing systematically. The Tale of the White Snake, the first colorful animated feature film in Japan which was released in 1958, aroused Miyazaki’s interest in animation. During his university years, he started drawing cartoons and completed several thousand sketches. Despite the rapid development of computer technology, Miyazaki Hayao and his Studio Ghibli still stick to the traditional 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 animations, Miyazaki would carefully examine 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 overdependence 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 saying that people cannot live without the soil. But to Miyazaki, it should be: he can’t live without manga.

ANIMATION

Why can’t we happily live together?

Miyazaki Hayao’s love for Nature fills his work with fresh and elegant elements, a simple and romantic atmosphere, contrary to the dazzling animations 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 platforms, classic styled trains or an old courtyard covered in moss. Occasionally, we walk on a blue stone-paved road flanked by a chimney stack, windmill, bell tower and church. Miyazaki is fond of using green as a background color to create a vivid and lively picture. 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 humanity 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 purification.

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.”

The more we try to forget, the more it will be engraved in our mind

Innocence is an attitude

Having witnessed the ruin caused by war, Miyazaki longs for a peaceful landscape 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 symbolizes freedom occurs repeatedly in Miyazaki 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 destruction 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

Among 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 growing 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 innocence is an attitude.”

Survival and freedom, loss and pursuit, loneliness and salvation, purification and renewal, these are the everlasting 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, Miyazaki Hayao can’t stop the changes taking 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 definitely last for generations to come.

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专题

天真的人文画师 宫崎骏用最质朴的动画语言唱响票房传奇

A

nimation和Cartoon常会被人们混

虽然因为高度工作引起的健康问题，他会

淆，然而随着铺天盖地的日本动漫

把一些工作交待给吉卜力工作室的其他成

风靡全球，又出现了Anime一词专指日本

员。但他的“绘画在纸上是动画的基本”

动画。日本动画得以叫板美国迪斯尼、梦

的理念从不曾改变。

工厂，拥有如此的影响力，在很大程度上

认为“过度依赖机械，妨碍了人们

要归功于一个人。他坚持“画面的明暗还

的成长”从而坚持手绘动画的宫崎骏也并

是由人控制的好”而排斥CG（Computer

不乏“拿来主义”精神。他的部分作品改

Graphics）形式的动画，不喜TV长剧却

编自欧洲名著，同时也受到一些西方作家

追求精雕细琢的剧场版，用最质朴的动画

的影响。正是因为东西文化交融在他的作

语言在世界影坛唱响一个又一个的票房传

品中，才使《千与千寻》之于《爱丽丝梦

奇。他就是宫崎骏，喜欢没事砍砍柴、跑

游仙境》、《天空之城》之于《格列佛游

去附近幼儿园玩的74岁白发老人。他在最

记》、《哈尔的移动城堡》之于《绿野仙

近理所当然地捧得了奥斯卡终身成就奖。

踪》、《悬崖上的金鱼姬》之于《海的女

对于这项让众人无比艳羡，比肩日本电影

儿》，它们如此相似，却又截然不同，散

界巨擘黑泽明的闪耀头衔，这位面带微笑

发出卓尔不群的独特魅力。

神情随和的老人只是轻描淡写地认为：

在《天空之城》中有句台词“只要离

“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

76

开土地，就没办法生存”，而宫崎骏却恰 他在最近理所当然地捧得了奥斯卡终身成就奖

年出生的宫崎骏为宫崎家次子，不但家境

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？

“我也是第一次为自己的电影流泪，

优渥，而且有其他兄弟接班家族企业，使

“火在一天之内就能烧尽，而水和

送给倾尽全力生活的人。”（《起风了》）

他尽可以做自己喜欢做的事。宫崎骏曾在

风却要花百年的时间来造林。”（《风之

把奥斯卡终身成就奖简单归纳成“一

访谈中坦言自己对母亲有着特殊的感情，

谷》）

种荣誉”，并非是宫崎骏的“矫情”，我

即使母亲逝世多年依然十分怀念。他的母

《幽灵公主》绝不是仅仅描绘了人神

们更愿意理解为这是他对所谓奖项的善意

亲宫崎美子十分喜欢读书，并时常质疑社

争夺与守护山林的一场战争，而是提出了

的让步。2002年，《千与千寻》获得第52

会现状。受其影响，少年的宫崎骏也十分

一个千年难解的轮回—人类追求生存与

届柏林电影节“金熊奖”，2003获得奥

喜爱阅读，不但钟爱手冢治虫、杉蒲茂的

幸福本能，就是与自然界其他种族冲突的

斯卡最佳动画长片奖，他都没出席颁奖典

漫画，更加对福岛铁次的绘本《沙漠的魔

来源。但这并非是宫崎骏第一部体现他对

礼。直到2005年宫崎骏出席第62届威尼斯

王》爱不释手。正式学习绘画是从都立丰

绿色大自然深深情感的作品，在他的成名

电影节领取终身成就奖时，才解释说：“

多摩高中开始，1958年东映动画《白蛇

作《风之谷》及随后的《龙猫》中，都体

未知能否得奖，却必须围在颁奖桌前等

传》（日本史上第一部彩色动画长片）的

现了人与自然的主题。他对自然的热爱使

待，我不喜欢那种假假的感觉。若邻座有

上映使他对动画产生兴趣。在大学期间的

他在作品中，展现出与迪士尼炫丽奢华完

人得奖还要给予祝福，我不想做那种装模

他热衷漫画创作，累积画稿数千张。在电

全不同的素雅、清新风格，和朴实、浪漫

作样的事。这次因大会已决定颁给我，我

脑技术突飞猛进的时代，宫崎骏及其主导

的情调。在他的动画世界里，我们常常身

就来领奖。”这样率真的表白，只是因为

的吉卜力工作室仍然执着地坚持使用传统

处碧蓝通透的天空、柔软的白云、温和的

各类奖项对于他而言，并非生命的必需，

方式手工绘制。宫崎骏曾为了《飘零燕》

海风、茂密的森林中，也时而邂逅陈旧的

而只是种荣誉，如此而已。

每个星期画出300幅设计手稿，一画就是

站台、老式火车，进入布满青苔的古老庭

这种“为而不恃，功成而不处”的艺

一年多，该记录在日本无出其右。他在早

院，或漫步在光滑的青石路上浏览两边的

术境界，源于他对动漫的真挚热爱。1941

期的电影作品中会亲自审阅每幅画面，

烟囱、风车、钟楼、教堂。宫崎骏擅以浅

Spring 2015

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

动漫迷们却反复在他描绘的漫画世界中做梦

亲宫崎胜次先曾主持零式战斗机主引擎的 制造工作，带给他次子的最大好处，就是

中，最后加速了自己祖国的消亡。“起风

后的生活”，从《龙猫》听到“生活坏到

让他得以从小接触飞机零部件，从而喜欢

了，唯有努力生存”，电影对战争反思的

一定程度就会好起来，因为它无法更坏，

飞机，向往飞行。这造就了《风之谷》中

深邃意涵，使人越是试着忘记，却越是记

努力过后，才知道许多事情，坚持坚持，

担负拯救使命的娜乌西卡驾驭着滑翔艇穿

得深刻。

就过来了”，从《千与千寻》听到“不管

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

前方的路有多苦，只要走的方向正确，不

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》）

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。

地矿石中提炼的精华飞行石悬浮于空中的

在宫崎骏众多经典中，如果非得找一

宫崎骏用他所有的作品来希望我们相

巨大城堡，而《哈尔的移动城堡》和《千

部最能代表他的作品，恐怕唯有《千与千

信他，“我们可以更快乐，因为童真只是

与千寻》更是只凭魔法便可漫步空中。

寻》了。在制作《千与千寻》的时候，宫

一种态度”。

象征自由的“风”的意象，也反复出

崎骏第一次有很骄傲的感觉，那是因为他

生存与自由、缺失与寻找、孤独与救

现在宫崎骏的作品中。由宫崎骏命名的“

没有把它做成无面人大闹或者和汤婆婆电

赎、净化与再生，这是人类永远的矛盾，

吉卜力工作室”，即意为在撒哈拉沙漠上

光交战，对孩子而言真正重要的是一个人

也是宫崎骏始终探寻的主题。无论宫崎骏

吹着的热风（ghibli）；同时也是第二次

坐上电车展开匆忙而期待的旅程。宫崎骏

如何蔑视现代生活和科技，他都无法阻挡

世界大战时由意大利飞机制造商卡普罗尼

赞赏的成长方式，不是经历大风大浪后的

时代和自己的改变。他的朋友、作家半藤

开发的一种侦察机“卡普罗尼

Ca.309”

顿悟或经过高人点拨的捷径，而是在曲折

一利透露，宫崎骏时常感慨时代的变迁，

名字。宫崎骏最后一部长篇《起风了》似

坎坷中的坚韧和慢慢领悟、成熟。于是我

称自己已无力将心中美丽的世界重现。然

乎一改以往奇幻的风格，多了写实主义，

们从《魔女宅急便》里看到了小魔女琦琦

而他已经把太多梦幻般通透美丽的画面留

描述了零式战斗机设计者堀越二郎的故

的成长，从《红猪》中看到了一个把自己

给了这个时代，并且一定会流传久远。

事。影片所塑造的二郎拥有得体的礼仪、

变成猪的中年男人的成长，在《哈尔的移

最后，我们尝试用《风之谷》中的一

高尚的道德、远大的理想和勤奋的付出，

动城堡》里看到一个年轻魔法师的成长；

句话，来归纳宫崎骏的动漫羁绊—“在

但其努力奋斗的结果却是带来东京的一片

我们又从《风之谷》听到“最远的旅行，

我心中，也存在黑暗，如果这是我内在的

火海，那铺满飞机残骸的草原以及日本的

是从自己的身体到自己的心，是从一个人

森林，那这沙漠也是我内在的东西……若

毁灭。他明白这个国家错了，但是他依然

的心到另一个人的心，坚强不是面对悲伤

真是如此的话，他也便是我的一部分”。

为了自己的飞行梦想投入到战斗机的研制

不流一滴泪，而是擦干眼泪后微笑面对以

（思彼思供稿）

Spring 2015

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专栏

六朝古都云飞扬 南京已成为世界瞩目的城市 文 | 晏格文 国际舞台上风生水起的中国城市屈

在

建筑被夷平以让位给开发商建造千篇一律

在此，市政府的民国大楼和环绕着的中式

指可数，而南京毫无疑问位列其

的高楼大厦。但相比中国大多数城市，南

屋檐也似乎在传递着传统和现代相交融的

中。介于北京、上海这样的一线城市和其

京的许多历史痕迹在很大程度上都被完整

文化理念。

他二线城市之间，南京或许可以被定义为

保留了下来，例如民国时期的大量建筑，

即便是在15年以前，南京与上海之

一个“一点五线城市”。而从历史角度来

包括政府办公室、民居和酒店在内。对于

间的距离都至少是五、六个小时的火车车

看，南京的地位不仅与上海比肩，有时甚

正在经历过渡和转变的中国，若要同时展

程，令人感觉南京是个深藏在中国内陆的

至超越上海，独占鳌头。在中国漫长的历

示其摩登的现代化和源远流长的历史传

城市，相隔海岸线遥远。而如今，两地之

史画卷上，南京有着比上海更浓墨重彩的

统，非南京莫属。

间的距离被高铁缩短至了一个半小时。南

一笔。

北京理应也拥有这一优势，但作为中

京与世界的距离，也仿佛近在咫尺。

过去数十年间，我曾多次造访南京，

国高速发展的成果，北京经历了彻底的改

最近这次到南京的造访，我见到了

最近一次就在不久之前，而第一次则要追

头换面。举例来说，南京依然保留着其宏

南京市委宣传部部长徐宁女士。作为南京

溯到1979年。那时我作为路透社的一名记

伟壮观的城墙，而北京则在二十世纪六十

城市形象创作和宣传领域的重要人物，徐

者，陪同英国坎特伯雷大教堂的主教一同

年代末、七十年代初便将其城墙拆除了，

宁女士给我留下的印象温文尔雅、非常知

前往南京，拜访当地新教组织的负责人。

而拆除的原因据说是为建造防空洞提供建

性，且极具使命感。她希望能够挖掘南京

筑材料，这实则是当代北京彻底向过去和

无穷的潜力，提升其国际地位，令这座拥

历史诀别的象征。

有厚重历史的城市在当今和未来都重新焕

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

反之，南京的许多街道和区域规划都

发出往日的华彩。

被保留了下来，宛如城市与过往历史相连

对于她的计划，我感到非常乐观。

的一条重要纽带。参天的梧桐树们仍林立

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 汉族创建和统治的最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。

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Spring 2015

专栏

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

有效解决问题可以带来重要的价值

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

的解决方案：把顶层的窗户关上。一个用

具体，呈现的答案亦简明概括，同时又以

影响了杰斐逊纪念堂的景观。

巨资都无法解决的问题就这样解决了。

案例来进一步表达其实践价值，从这个角

为此，专家继续研究。为什么会频

用这则故事是想表明：有效解决问题

度，不仅仅是这本书的内容在探讨如何有

频清洗墙体？答案是建筑物顶部经常积满

可以带来重要的价值，而如何有效解决问

效地进行问题管理，而且这本书本身的呈

鸟粪。为什么同处于华盛顿广场的林肯纪

题，正是管理要关注的。

现也是一个有效问题管理实践的过程。

念堂没有鸟粪而偏偏杰斐逊纪念堂有？答

孙继伟教授所著的《问题管理—高

问题管理不仅是广受管理实践者欢迎

案是杰斐逊纪念堂顶部有大量的蜘蛛，蜘

水准的问题分析与解决》一书正是一部关

的管理方法，而且在管理思想史上也有重

蛛吸引大量的燕子前来觅食筑巢，从而留

注并深入探讨问题管理理论与实践的著

要的地位，科学管理与人本管理、问题管

下了鸟粪。为什么会有这些大量的蜘蛛？

作。如书中所言，将问题视作资源，是问

理与目标管理，这四大管理思潮分别交替

答案是因为建筑物顶部有某种非常多的小

题管理的重要核心原理。管理之所以可以

互动发展，又相互影响和渗透，形成管理

虫子，而这种小虫子恰恰是蜘蛛最喜欢的

变得有效，来源于对资源价值的释放。因

思想史上理论创新和管理模式创新的重要

食物。为什么会有如此多的这种虫子爬到

此，这条原理变得格外重要，当不是简单

线索和路径。

纪念堂顶部？答案是上面开着一些窗子，

的将问题视作问题而是一种管理面对的资

如上所述，期待读者可以从书中感受

阳光容易从窗口射入，这些小虫子除了喜

源时，价值创造就拥有了可能。沿着这一

到问题管理的价值、收获到问题管理的方

欢灰垢外，更喜欢阳光，因此它们集居顶

重要前提，书中继续对问题管理的更多有

法，更重要的是，应用到实践中去，从而

部，并在阳光之下极速繁衍，形成了厚厚

价值的问题展开探讨，包括如何深入挖掘

完成高水准的问题分析与解决。（作者陈

的虫子层。

问题、如何恰当地对问题进行表达以及

春花系华南理工大学工商管理学院教授、

如何高效地解决问题等。这些问题清晰

博士生导师）

当问题解答至此时，专家给出了有效

Spring 2015

79

LOOKING AT CHINA

Pork If none is not an option, then let’s go with better

By Graham Earnshaw

P

ork is something almost all Chinese people like to eat, and who am I to begrudge them the joy and satisfaction of chewing on a juicy hunk of meat removed 晏格文 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 mental 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 better off if everyone stopped eating meat.

The environmental impact of meat production is truly horrendous and devastating. 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

80

Spring 2015

fattiness. No doubt lots of other substances that I know nothing of. One impact of this industrialized production 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 logically unnatural production industrialized 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 produced in this way also causes less readily 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 Chinese 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 developing 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 underselling 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 elitist. 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 Chinese consumers to spend a significant portion of their income on good quality, 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.

看中国

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

尽皆知的社会问题，无需再三强调。不过

所建立的这一模式能够被复制，继而在全

喜爱的食物。动物被处死后，人们

值得一提的是，经常购买和食用工业化生

国主要城市的郊区县推广适用。我也希望

使用从它身上割下的各个部位的肉以制成

产的肉制品还将会导致其他隐性和潜在的

他的品牌在全国消费者眼里代表着安全、

美食，肉汁丰富，大快朵颐，颇为满足。

健康问题，例如肥胖。

可靠、美味和健康的猪肉，成为业界公开 的秘密。

对于这种美食体验，我却并不羡慕，因为

在喜爱吃猪肉的同时，中国人也开

我不吃除了鱼类以外的任何肉类，包括猪

始越发担心食品安全问题会影响自己和家

杨峰目前正在以高于市场上普通猪肉

肉、牛肉、鸡肉在内。这并非出于任何宗

人。在我看来，解决的方法之一便是为中

30%的价格出售他的产品，我认为这一定

教原因或哲学上的考虑，也并非基于一切

国社会相对富裕的阶级生产更多优质天然

价严重低估了他的产品价值。品质最佳的

生命平等的心理认知和假设。毕竟同理类

的有机猪肉。

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，

推，植物也许亦有感知，只是我们不得而

将近十年前，我的徒步中国之旅途经

知罢了。我做出不吃肉类的决定主要还是

湖北省时，在那儿认识了一位名叫杨峰的

由于健康上的考虑。无论实际正确与否，

朋友，在这十年里我和他都保持着互相之

好的质量通常与高的价格成正比。

我都坚信不吃肉是要比吃肉健康许多的饮

间的联系。几年前，他找到了一家完全以

有些人可能会认为这是一种精英主义的理

食习惯，我希望长命百岁、延年益寿，那

有机方式养猪的养猪场。我也曾有机会造

念，但不可否认，金钱和权力往往是人们

么肉类就在我的饮食菜单中被剔除了。

访过几次，亲眼目睹那里的猪食用的大多

获取更好产品的保障。

这才对得起他和投资者们的付出。

在此，我并非想要传道布教，喋喋不

是南瓜和莴苣。于是，我们开始商讨如何

无论如何被定义，中国的中产阶级数

休关于不吃肉的益处，也并非想尝试改变

将这一养殖理念发扬光大。我让他将猪肉

量都在呈现持续增长，一部分中国普通消

他人的饮食习惯和健康理念，毕竟这是纯

样品寄给武汉的一家实验室做化验，实验

费者将收入的重要部分花费在安全优质食

粹的个人选择，我也并不在乎其他人吃肉

结果显示猪肉非常绿色健康，完全不含任

品上的意愿也呈现出了明显的增幅。

与否。

何有害的化学成分。

然而，如果每一个人都不再吃肉，我

目前，我们正着手建立和发展这种安

们居住的星球将会变得更加美好，因为肉

全有机的猪肉养殖生产模式。我希望我们

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。

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。最极端的情况包括 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

Spring 2015

81

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Suite 628, 6/F Shanghai Centre,

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S101 Beijing Lufthansa Center

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50 Liangmaqiao Road, Chaoyang

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Northwest Airlines Airport

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Office www.nwa.com 32271 Passenger Terminal 2, Capital International Airport

Saint Paul American School

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Harris Corporate Services Ltd

KLM - Greater China Regional

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Office

Shanghai Office

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Tongji University SIMBA

100192

Suite 904, OOCL Plaza,

1609-1611 Kuntai International

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PRC

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Tel: +86 137 1881 0084

Jing’An,

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Livingston American School

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China Europe Int’l Business

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Air France - Shanghai Office

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(CEIBS) MBA

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International Schools

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No. 5, 4th Block, Anzhenxili

Shanghai

Lufthansa German Airlines

Starts December 2013,

Chaoyang, Beijing 100029

Tel: +86 21 5153 3300

Beijing Office

Shanghai

PRC

Fax: +86 21 5153 3555

Spring 2015

LISTING reservation@

Hewitt Associates (Beijing)

Room 1207 12th Floor, Plaza

b16/F Wuai International

grandmercurehongqiao-shanghai.

www.hewitt.com.cn

555 Shanghai

Building, 65-3 Renao Road,

com

10/F Beijing Sunflower Tower,

PRC

Shenhe

37 Maizidian Street, Chaoyang,

Course Inquiry: 400 618 6685

Shenyang, Liaoning

Beijing

Office Tel: +86 21 6209 1063

Tel: +86 24 8411 8888

Tel: +86 010 6587 5800

Office Tel: +86 21 6209 8671

Fax: +86 24 8411 8889

Fax: +86 010 8527 5115

study@mandarinking.cn

Shanghai

infochina@hewitt.com Manpower & Standard Human

www.fourseasons.com/shanghai

Resources (Shanghai) Co., Ltd.

Beijing

500 Weihai Road, Shanghai

Beijing Branch

Hotel New Otani Chang Fu Gong

Tel: +86 21 6256 8888

Zhejiang Narada Grand Hotel

2/F, E1 Office Building Oriental

www.cfgbj.com

Fax: +86 21 6256 5678

www.wtcgh.com

Plaza, 1 DongChang’an Street

26 Jianguomenwai Avenue,

reservations.shg@fourseasons.

122 Shuguang Road,Hangzhou,

Dongcheng, Beijing

Chaoyang,Beijing

com

China 310007

Tel: +86 10 8518 8816

Tel: +86 10 5877 5555

Grand Mercure Hongqiao

Tel: +86 0571 8799 0888

bj@manpower.com.cn

Fax: +86 10 6513 9810

Shanghai

hotel@wtcgh.com

Guangdong

cfg@cfgbj.com

www.grandmercurehongqiao.com

Levin Human Resources

Kempinski Hotel Beijing

369 Xian Xia Road, Chang Ning

HR/Recruitment

Development (Guangzhou) Ltd.

Lufthansa Center

Shanghai

Beijing

www.levin.com.hk

www.kempinski.com/beijing

Tel: +86 21 5153 3300

Beijing Deco Personal Services

V15 4/F Goldlion Digital Network

50 Liangmaqiao Road, Chaoyang,

Fax: +86 21 5153 3555

Ltd.

Center, 138 Tiyu Road East,

Beijing

reservation@

china.adecco.com

Tianhe, Guangzhou, Guangdong

Tel: +86 10 6465 3388

grandmercurehongqiao-

D 9/F Tower II China Central

Tel: +86 020 2886 0665

Fax: +86 10 6410 4080

shanghai.com

Place, 79 Jianguo Road,

Fax: +86 020 3878 1801

reservations.beijing@kempinski.

Grand Hyatt Shanghai

Chaoyang, Beijing

info@levin.com.hk

Com

www.shanghai.grand.hyatt.com

Tel: +86 010 5920 4320

Shanghai

Jiangsu

Jin Mao Tower, 88 Century

Fax: +86 010 5920 4322

ADP China

Kempinski Hotel Suzhou

Avenue Pudong, Shanghai

beijing.cn@adecco.com

www.adpchina.com

www.kempinski.com/suzhou

Tel: +86 21 5049 1234

COSCO Manning Cooperation

30/F Golden Bell Plaza, 98

1 Guobin Road, Suzhou Industrial

Fax: +86 21 5049 1111

Inc.

Huaihai Road Central, Shanghai

Park

shanghai.grand@hyatt.com

www.coscoman.com

Tel: +86 021 2326 7999

Jiangsu

Starwood Asia Pacific Hotels

6/F Building 3 Kaixuan Centre,

Fax: +86 021 2326 7998

Tel: +86 512 6289 7888

& Resorts PTE. Ltd. Shanghai

170 Beiyuan Road, Chaoyang,

Marketing_China@cn.adp.com

Fax: +86 512 6289 7866

Office

Beijing

Hudson Recruitment (Shanghai)

reservations.suzhou@kempinski.

www.starwoodhotels.com

Tel: +86 010 5963 9300

Co., Ltd.

com

19/F Phase 1 Huanmao Building

Fax: +86 010 5963 9311

2302-2303, 2201-2206 Hongyi

Kempinski Hotel Wuxi

999 Huaihai Road Central,

crewing@coscoman.com

International Plaza, 288 Jiujiang

www.kempinski.com/wuxi

Shanghai

EPC Consulting Ltd. Beijing Rep.

Road, Shanghai

18 Yonghe Road, Nanchang

Tel: +86 21 6141 7799

Office

Tel: +86 21 2321 7888

Wuxi, Jiangsu

Fax: +86 21 6391 8220

www.epc-search.com

shresume@hudson.com

Tel: +86 510 8108 8888

The Leading Hotels of the

Fax: +86 510 8108 8000

World, Ltd. Shanghai Rep.

info.wuxi@kempinski.com

Office

919 Ruicheng International Centre, 13 Nongzhanguan Road

84

Four Seasons Hotel Shanghai

Hotels

Language Schools

South, Chaoyang, Beijing

MandarinKing

Liaoning

www.lhw.com

Tel: +86 010 6503 1559

www.mandarinking.cn

Doubletree by Hilton Shenyang

501A Shanghai Center, 1376

Fax: +86 010 6507 1127

Shanghai

www.shenyang.doubletreebyhilton.

Nanjing Road West, Shanghai

partner@epc-search.com

No.555 West Nanjing Road,

com

Tel: +86 21 6279 8951

Spring 2015

LISTING Real Estate/ Serviced Apartments

Shanghai

Moyu Rd S, Anting, Shanghai

Lanson Place Jin Qiao Serviced

Tel: +86 21 6950 2255

Residences

Fax: +86 21 6950 2833

Ketchum Newscan Public

enquiry.lpjq@lansonplace.com

jean.liu@chongbang.com

Relations

No. 27 & 28, Lane 399 Zao

www.ketchum.com

Zhuang Road, Pudong, Shanghai

Shanghai

Tel: +86 21 5013 3888

Shanghai

218 Tianmu Road West

Savills Residence Century Park

Shanghai Aurora Office

Tel: +86 21 6353 2288

www.savillsresidence.com

Equipment

Fax: +86 21 6279 8952

PR Agencies

Service Providers

Fax: +86 21 6353 2276

Oakwood Residence Shanghai

No. 1703, Lane 1883, Huamu

388 Jiaxin Road, Jiading

Beijing

www.oakwoodasia.com

Road Pudong

Shanghai

A6, Chaoyangmenwai Avenue

103 Wuning Road, Putuo District,

Shanghai 201303

Tel: +86 21 5916 4588

Chaoyang

Shanghai 200063

PRC

Fax: +86 21 5990 3429

Tel: +86 10 5907 0055

China

Tel: +86 21 5197 6688

Getchee Inc.

Fax: +86 10 5907 0188

Tel: +86 21 6183 0830

info@savillsresidence.com

www.getchee.com

Ogilvy Group

reservations.ors@oakwoodasia.

www.ogilvy.com

com

Beijing

curious@getchee.com

Real Estate/ Business Park

D2-D3/26F, ShenYa Financial Plaza

9/F Huali Building, 58 Jinbao

No.895 West Yanan Rd, Shanghai

Street, Dongcheng

200050, China

Tel: +86 10 8520 6000

Tel: +86 21 6439 6350 213

Fax: +86 10 8520 6060

YouYou Space Self Storage http://www.youyouselfspace.com

Real Estate/Mixed-Use

youyouspace@live.cn

Mapletree Business City

Park View Apartment

1/F, East Tower

Shanghai & VivoCity Shanghai

wwww.parkview-sh.com

800 East Guoshun Rd

www.mbcshanghai.com

Block 1-4, No. 888

Sandhill Plaza

YangPu District

www.vivocityshanghai.com

Changning Road

www.sandhillplaza.cn

Shanghai

Junction of Gudai Road and Qixin

Shanghai, 200042

2290 Zuchongzhi Rd, Zhangjiang

Hotline: 400-680-1716

Road

Tel: +86 21 5241 8028

Hi-Tech Park

GRM: Document Storage

Leasing Enquiries:

leasing@parkview-sh.com

Shanghai 201303

Media Vault Storage

Tel (office): +86 21 6037 8186

Tel: +86 21 6075 2555

Certified Destruction

Tel (retail): +86 21 6037 8198

Leasing@sandhill.cn

Shanghai

Shenyang

Unit 2, Lane 271, Qianyang Road

Shenyang International

Tel: +86 21 5270 3311

Jing An Kerry Centre

Software Park

shanghaiinfo@grmchina.com

www.jingankerrycentre.com

No.860-1 Shangshengou,

Beijing

Unit 901, 9F, Tower 1

Dongling, Shenyang City,

6 Shuangyang Road, Beijing

Jing An Kerry Centre

Liaoning Province, 110167

Economic and Tech. Dev. Zone

Real Estate/Commercial

1515 Nanjing Road West

Lanson Place Central Park

Tel: +86 24 8378 0500

Tel: +86 10 6789 2800

Shanghai

Residences

Fax: +86 24 8378 0528

beijinginfo@grmchina.com

China 200040

enquiry.lpcp@lansonplace.com

Tel: +86 21 6087 1515

Tower 23, Central Park

Fax: +86 21 6087 1955

No. 6 Chaoyangmenwai Avenue

Shanghai Jiatinghui Property

Industrial Park, Dalang Town,

Leasing Enquiries

Chaoyang, Beijing 100020

Development Co., Ltd

Dongguan

Tel: +86 21 6087 2499

Tel: +86 10 8588 9588

www.antinganting.com.cn

Tel: +86 769 8222 9922

Tel: +86 21 6087 2488

Fax: +86 10 8588 9599

Life Hub @ Anting No 1033

guangdonginfo@grmchina.com

Guangdong

Real Estate/HOPSCA

8 Qiufuilu District, Fumin

Spring 2015

85

LISTING Serviced Offices

8/F, 618 Xingang East Road,

Street, SIP

Nanjing West Road, Jing’an

Haizhu District

TIANJIN (2 LOCATIONS)

Xintiandi

SHENZHEN (6 LOCATIONS)

Regus Tianjin Centre

Level 5, Xintiandi, 159 Madang

Regus Panglin Plaza

8/F, No.219 Nanjing Road,

Road, Luwan

35/F, 2002 Jiabin Road, Luohu

Heping District

The Centre

District

WUXI

Level 20,The Centre, 989

Regus A8 Building

Regus Hongdou International

Changle Road, Xuhui

15/F, A8 Music Building,

Plaza [NEW]

Chong Hing Finance Centre

No.1002 Keyuan Road,

25/F, No.531 Zhongshan Road,

Level 12, Chonghing Finance

Regus Serviced Office

Tech Zone, Nanshan District,

Chong’an District

Centre, 288 Nanjing West Road,

• FLEXIBLE OFFICE LEASES

CHENGDU (3 LOCATIONS)

WUHAN (2 LOCATIONS)

Huangpu

Regus Square One

Regus Poly Plaza [NEW]

Tel: +86 21 6062 7183

11/F, No.18 Dongyu Street,

18/F, No.99 Zhongnan Road,

Shanghai@executivecentre.com

Jinjiang District

Wuchang District

Apollo Business Center

CHONGQING (2 LOCATIONS)

XI’AN

Apollo Huaihai Center [New]

Regus HNA Poly Plaza

Regus Capita Mall Office

4/F, Fuxing Commercial Building

• FIND MORE ON REGUS.CN

[COMING SOON]

[COMING SOON]

139 Ruijin Road (No.1)

BEIJING (14 LOCATIONS)

35/F, No.235 Minsheng Road,

11/F, No.64 South 2nd Ring

Huangpu, Shanghai

Regus Beijing Taikang

Yuzhong District

Road, Yanta District

Tel: 021-6136-6088

Financial Tower [NEW]

DALIAN (2 LOCATIONS)

XIAMEN

Apollo Flagship Center

23/F, 38 East Third Ring Road,

Regus Xiwang Tower

Regus International Plaza

Apollo Building

Chaoyang District

[COMING SOON]

8/F, 8 Lujiang Road, Siming

1440 Yan’an Road (M)

Regus Beijing NCI Centre

9/F, 136 Zhongshan Road,

District

Jing’an, Shanghai

15/F, 12A Jianguomenwai Ave.,

Zhongshan District

Vantone Commercial Center

Tel: 021-6133-1888

Chaoyang District

HANGZHOU (3 LOCATIONS)

www.VantoneCommercialCenter.

Apollo Tomson Center

Regus Beijing Financial Street

Regus Delixi Mansion [NEW]

com

22/F, Tomson Commercial

Excel Centre

9/F, Building A, No.28 Xueyuan

Level 26 & 27, Tower D, Vantone

Building

12/F, 6 Wudinghou Street,

Road, Xihu District

Center, No 6 Chaowai Ave

710 Dongfang Road

Xicheng District

KUNMING

Chaoyang, Beijing

Pudong, Shanghai

SHANGHAI (26 LOCATIONS)

Regus Master [COMING SOON]

Tel: +86 10 5905 5905

Tel: 021-6165-2288

Regus Shanghai Centre [NEW]

16/F, East Tower,

The Executive Centre

Apollo Xuhui Center

5/F, West Office Tower, 1376

Dongfangshouzuo No.1

Shanghai

16/F, Feidiao International Building

Nanjing Road West, Jing’an

Chongren St. Jinbi Road, Wuhua

International Finance Centre

1065 Zhaojiabang Road

District

District

Level 8, International Finance

Tel: 021-5158-1688

Regus Plaza 66

NANJING (2 LOCATIONS)

Center, 8 Century Avenue,

Apollo Hongqiao Center

15/F, Tower 2, No.1266 West

Regus Jinling-Asia Pacific

Pudong

26/F, New Town Center Building

Nanjing Road, Jing’an District

Tower [COMING SOON]

CITIC Square

83 Loushanguan Road

Regus Shanghai Bund Centre

8/F, Jinling Hotel Asia Pacific

Level 35, CITIC Square, 1168

Tel: 021-3133-2688

18/F, 222 Yan’an Road East,

Tower No.2, Hanzhong Road,

Huangpu District

Gulou District

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

GUANGZHOU (7 LOCATIONS)

NINGBO (2 LOCATIONS)

representatives at:

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Jiangbei District

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SUZHOU

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86

Spring 2015

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