Presently, Yangpu stands at a pivotal juncture of strategic convergence and is poised for a potential quantum leap forward. Embracing the people's city concept, the district has leveraged its rich talent pool and innovative resources to introduce the "Warm Yangpu" foreign investment service brand. Orchestrated by the Yangpu Commission of Commerce (YCC) in collaboration with various departments, this initiative is dedicated to fostering a business environment that is market-oriented, law-based, and aligned with international standards. It seeks to enhance the "soft" business environment for foreign investment while simultaneously upgrading the "hard" environment for regional innovation.

A prime example of this is the dynamic partnership between Yangpu and Nike. This collaboration exemplifies how targeted government services can catalyze individual enterprises and, in turn, drive broader development. It also represents a successful model of government-enterprise synergy, where enterprises are guided to integrate and lead the innovation and growth of regional industries.

Nike, a global powerhouse in sports apparel, footwear, and equipment since its founding in 1972, relocated its Greater China headquarters to Yangpu in 2014. Since then, it has engaged in extensive cooperation with Yangpu, spanning sports product research and development, sales, and the organization of sports events.

Fostering High-Level Dialogues, Amplifying Policy Voices

Utilizing platforms such as government-business roundtable, diplomatic engagement, and on-site visit, we proactively disseminate the latest policies and initiatives from both municipal and district levels aimed at fostering the growth of foreign enterprises. By soliciting their needs and suggestions, and addressing the challenges they face during establishment and expansion, we provide robust support for foreign-funded enterprises looking to invest and flourish in Yangpu and Shanghai.

In June 2024, Chen Jining, Secretary of the CPC Shanghai Municipal Committee, hosted a meeting with the then President and CEO of Nike Group. He encouraged Nike to leverage its China Sport Research Lab to create innovative and forward-looking products and experiences, and to showcase more China & Shanghai-originated innovations on the global stage.

That same month, Xue Kan, Secretary of the CPC Yangpu District Committee, led a delegation from Yangpu to Nike's U.S. headquarters for in-depth discussions with the company's top management. Nike expressed its appreciation for the district's longstanding support in areas such as brand development and intellectual property protection. The company reaffirmed its commitment to increasing investment in China and Shanghai, accelerating the rollout of new products, and establishing new consumer landmarks.

Empowering Foreign Investment, Forging Government-Business Synergy for Shared Success

The government and businesses collaborate to bolster the driving force and impact of technological innovation. Yangpu has been a proactive partner to multinational corporations in recent years, facilitating the establishment of regional headquarters and R&D centers across various tiers. The district has extended its support to foreign-funded enterprises that align with Yangpu's industrial blueprint, encouraging them to expand their investments. Yangpu has intensified its backing for those enterprises that have played a pivotal role in stabilizing Yangpu's economic growth and promoting its development. By refining the ecosystem for foreign-funded enterprises, the district has spurred the regional innovation ecosystem.

Nike's collaboration with Yangpu through a Memorandum of Understanding marks a strategic partnership. Together, they are propelling technological innovation, consumption transformation, and green development while serving broader national strategies and propelling regional innovation. The China Sport Research Lab, set up by Nike within its Greater China headquarters in Yangpu, has received full support from Yangpu. The district has enabled the laboratory to elevate its R&D capabilities through collaborations with sports events and teams, providing practical application scenarios. Focusing on innovation in sports products and business, Nike integrates product development with green supply chains, supported by Yangpu's efforts to create a showcase space for green supply chains and promote material recycling.

In its pursuit of urban greening and renewal, Yangpu has transformed Nike's new employee store into a 2,600-square-meter hub. This space seamlessly blends product display with social e-commerce, digital marketing, eco-friendly initiatives, and sports culture, thereby fostering a dynamic community sports atmosphere. It offers a multifaceted experience intertwining consumption, environmental protection, sports, and culture. It has also introduced green public welfare resources and organized various charitable endeavors such as used shoe donations. To elevate consumption quality, Yangpu encourages Nike to lend its support and actively participate in consumer festivals such as the "May 5 Shopping Festival" and the "June 6 Nightlife Festival", as well as the 7th China International Import Expo. Inspired by its vision to create a vibrant sports consumption hub in Yangpu, Yangpu is working with Nike to create diverse emerging sports consumption scenarios and new product launch events in the district.

Elevating Investment Services, Pioneering Innovative Models for Foreign Investment

YCC has harnessed the full potential of the Yangpu Complaint Center for Foreign-funded Enterprises, forging multi-departmental collaborations to deliver more targeted, efficient, and streamlined foreign investment protection initiatives. In a notable case, the burgeoning scale of new e-commerce crimes has inflicted economic losses and tarnished Nike's brand reputation. The commission has spearheaded the creation of a coordination platform linking enterprises with public security, procuratorial, judicial, and market regulation authorities. It has also partnered with local e-commerce platforms to tackle the thorniest challenges in combating these crimes, including restricted evidence-gathering methods, convoluted evidence retrieval processes, and stringent electronic evidence requirements in public prosecution. Through these efforts, YCC has successfully cracked several high-profile Internet-related black and gray industry cases, assisted Nike in navigating criminal litigation procedures, and helped the company recoup a portion of its economic losses.

Nike Greater China, as an international brand deeply rooted in Yangpu, has consistently pursued innovation and breakthroughs. Its strategic alignment with Yangpu's development goals has been remarkable. The company has played a pivotal role in fostering innovative consumption across commerce, tourism, culture, and sports, supporting national strategies, and driving the digital economy forward. Greater China has now emerged as Nike's second-largest national market, trailing only the United States, and has made a significant impact on Yangpu's economic development.

Nike's success is just one chapter in a broader narrative. Yangpu's export-oriented economy, bolstered by unwavering commitment to deeper reforms and higher standards of opening up, has carved out a distinctive regional identity and become a powerful engine for economic development.

Industry leaders flock to Yangpu. Yangpu boasts a thriving presence of over 1,300 foreign-funded enterprises. In recent years, the district has witnessed the establishment of regional headquarters and R&D centers for multinational giants such as Nike, Siemens, Henkel, Continental, Lear, and AECOM. Innovation is picking up pace. Aligned with the district's innovative and development-oriented strategy, foreign capital is seamlessly integrating into the local innovation ecosystem. Notably, Henkel's flagship R&D center for consumer goods - the company's largest of its kind in Asia has commenced operations in Yangpu. The Yangpu District People's Government, in collaboration with Tongji University and Continental AG, has formed an innovative consortium. Furthermore, companies like Siemens, Ford, and Dell have ventured into groundbreaking innovations and applications in areas like industrial digitization, new materials, and edge computing. Partnerships are rapidly broadening in scope. The district's openness now extends beyond traditional trading partners in Europe and America, encompassing emerging countries in Southeast Asia and Latin America.

The "Warm Yangpu" brand represents a successful model of government-enterprise collaboration and industrial innovation. It is a testament to the district's commitment to creating a more favorable environment for businesses and a warmer business environment.

Looking ahead, Yangpu will steadfastly uphold the principle of fostering enterprise clustering, fostering vitality, and ensuring satisfaction, with them as the metrics and fundamental directives for delivering quality services. The district's priority will focus on "fostering consensus" through the proactive organization of foreign investment industry matchmaking events, salons for foreign entrepreneurs, and forums on industrial development, thereby establishing diverse exchange platforms between government and enterprises, sending a clear signal of our commitment to higher-level opening up. The district aims to enhance the sense of benefit for foreign investors and boost their confidence in Yangpu. It aims to enhance the sense of gain for foreign investors and bolster their confidence in Yangpu. The district will prioritize "empowerment" by steering foreign headquarters to capitalize on the prospect of deeper opening-up guiding them towards the high end of the value chain, industrial chain, and innovation chain. The district will also encourage local enterprises to actively engage in the global market, attract premium international capital and goods, and help foreign-funded enterprises deepen their commitment to Yangpu. Lastly, the district will focus on improving services by establishing a full-process service response mechanism. It will actively solicit corporate needs and suggestions, and work to resolve any challenges they face in establishment and development. It will safeguard the lawful rights and interests of foreign investors, ensuring that they can invest and thrive with confidence in Yangpu.