Shanghai Huangpu： ＂Night District Chief＂ and ＂Night CEO＂ Help ＂Night Economy＂
Cctv news(Reporter Wang Jingyuan): In June, Shanghai opened the busiest time at night. On June 5, 2021, BFC Bund Financial Center (hereinafter referred to as BFC) opened the first BFC Bund Music Season for 23 days to help Shanghai’s "June 6 Nightlife Festival", and set off a new wave of summer music on the first anniversary of the opening of Fengjing Street on the Bund to show the wonderful nightlife on the Bund.
Maple Trail on the Bund is a microcosm of the prosperity and development of Shanghai’s "night economy". In order to fully launch the "Shanghai Shopping" brand, in 2019, Huangpu District of Shanghai, combined with regional characteristics, made night economy an important part of building "Shanghai International Consumer Center City" and made great efforts to promote the night economy development of Huangpu.
(Night view of the Bund)
Establish a "night district head" and build a coordination mechanism for the development of "night economy"
In April 2019, the "Guiding Opinions of Shanghai Municipal Commission of Commerce and other nine departments on promoting night economic development in this city" (hereinafter referred to as "Opinions") was issued, and ten measures to promote night economic development were put forward.
The so-called night economy refers to all kinds of legal business activities carried out in specific areas of the city from 7 pm to 6 pm the next day. It is an important part of the urban economy and an important starting point for expanding domestic demand, promoting consumption and creating employment.
Up to now, among the 13 landmark nightlife gathering areas in the city, there are 5 seats in Huangpu District, namely Huangpu Riverside Bund Area, Xintiandi -FOUND158 Area, Yuyuan Garden Area, People’s Square Nanjing Road Area and sinan mansions Fuxing Park Area.
(Maple Trail on the Bund)
It is understood that Shanghai learned from the experience of internationally renowned cities with developed night economy, such as London and new york, and researched and launched the system of "night warden" and "CEO of nightlife", while Huangpu District took the lead in implementing this system in the whole city, forming a pattern of coordinated development by the government and subjective initiative by market players.
The word "night mayor" originated from Amsterdam, the Netherlands. Due to the lack of urban management, Amsterdam’s nightlife was once plagued by negative effects such as noise, violence and garbage. In 2012, Amsterdam Night Mayor Foundation, a non-profit organization funded by the government and enterprises, set up the folk post of "Night Mayor", which is responsible for communicating and coordinating the relationship between the government, night business operators and residents and assisting the government in managing night activities.
According to Wang Qiyang, Commercial Promotion Section of Huangpu District Commercial Committee, the "night district head" is the district head in charge of economy and commerce, and the relevant person in charge of the enterprise group in Huangpu District who has the resources, ability and willingness to actively develop the night economy is the "night life CEO" to assist the "night district head" in his work.
Establish a common Council to activate the vitality of market players
"In addition to ‘ Night warden ’ And ‘ CEO of Nightlife ’ In addition, Huangpu District also took the lead in setting up ‘ CEO of Nightlife ’ Communication and interaction platform based on — — "Huangpu District Night Economic Development Community Council", Wang Qiyang said that the establishment of the Community Council further released the vitality of the market and created conditions for the linkage and autonomy among market players.
Hu Junjie, chairman of the board of directors of Huangpu District Night Economic Development Community, is one of the first five "Night CEO" in Huangpu District. Every time Fengjing Night Market is held on the Bund, he almost goes to the scene to learn about passenger flow control, check the quality of goods, collect customer feedback and understand the operation effect of merchants. Working overtime on Saturday and Sunday to "visit" the night market has become the norm in Hu Junjie.
Hu Junjie introduced that the Community Council is a spontaneous organization between enterprises. After its establishment, the biggest feeling is that the work is "more efficient". "For example, traffic, parking spaces, local street management, etc., all of these problems were handled by their own enterprises. Each enterprise lacked effective communication before and the efficiency was relatively low."
(Firefighters on standby at Fengjing Pedestrian Street on the Bund)
Nowadays, the Council of the Community holds regular meetings to collect the needs and suggestions of various market players and feed them back to relevant departments in time. "In fact, our market players have needs and the government helps ‘ Push ’ A handful of ",Hu Junjie said.
“‘ Night economy ’ Our management innovation gives our business entities the opportunity to make breakthroughs in top-level policies. In the past, we had to approve almost every activity, but now we have the ‘ Green channel ’ The government can take our whole year’s activities into account under the condition that the big framework remains unchanged. "Hu Junjie introduced that since the government realized the normalization of the examination and approval system, it took his team less than two months to complete the planning and approval of the" night economy "activities in the past six months.
Wang Qiyang introduced that in 2020, Huangpu District will give full play to the role of the Council of the Night Economic Development Community, and repeatedly convene night economic project contacts to connect with the organizers of various activities of the nightlife festival, creating conditions for the launching ceremony of the Shanghai Nightlife Festival, the launching ceremony of the Shanghai Bar Culture Festival and many key night economic activities to land in Huangpu.
Strengthen the supply of policy services and do a good job in refined management.
Fengjing Road is an east-west path only 150 meters long, connecting Zhongshan Donger Road and Renmin Road. Because it is close to the Bund, you can have a panoramic view of "Shanghai’s most beautiful skyline" on Fengjing Road. For this reason, the investment promotion of Fengjing Night Market on the Bund is particularly "strict".
In some big cities in our country, the commercial areas and residential areas are "seamlessly connected", so the "night economy" often brings management problems such as noise, lampblack and garbage. How to correctly handle the relationship between "release" and "management", Huangpu District handed over an innovative answer sheet tailored to local conditions.
Hu Junjie introduced that at present, some of the booths in Maple Path on the Bund are already merchants in BFC. In addition, since 2019, BFC has held weekend market activities every week, during which it has accumulated a certain number of high-quality merchants. "Before the launch of Maple Trail on the Bund last year, we had peer-to-peer communication with merchants and invited them to participate."
(Fire extinguishers are provided next to each booth)
The location of the Bund Maple Trail belongs to Xiaodongmen Street. According to Yu Yang, deputy director of Xiaodongmen Market Supervision and Management Institute, all the operators entering the market must have obtained the main qualification. "Before the activity, we must check the main business qualifications of each booth merchant, such as Business License and Food Business License, and check whether the projects that each booth merchant enters the market are within the scope of business projects specified in the license."
In order to ensure the smooth development of the night economy, a number of relevant functional departments in Huangpu District carried out research on projects and activities and launched a series of policies. Faced with the difficulty of many merchants applying for licenses one by one, Huangpu District Market Supervision Bureau initiated the practice of "service+supervision"; The district fire brigade specializes in research on night economy to eliminate potential safety hazards, and so on.
"The rule of law is the best business environment." Yu Yang revealed that the Huangpu District Market Supervision Bureau has explored a new working mode of "service+supervision". Taking the booth of Maple Path on the Bund as an example, every merchant who enters the market has to go through "qualification verification — — The process of publicizing information.
In addition, Huangpu District Market Supervision Bureau has also formulated guidance opinions for "filing of food fairs", "market activities and construction of dynamic blocks", which has reduced the time cost of enterprises on the basis of strictly observing the bottom line of food safety and strengthening supervision after the event, thus promoting the further development of "night economy".