China (Pingzhou) Yucheng Pingzhou Yucheng Going to the World

With a history of nearly 30 years, Pingzhou jade market is one of the four major jade markets in China and one of the three major jade processing, production and wholesale bases in Myanmar. After a large number of high-energy enterprises moved out, Pingdong Village fully integrated resources and planned the land for each project of Pingzhou Jade City one by one. In the new century, people in Pingzhou are thinking about how to upgrade the jade market in Pingzhou. How to improve the competitiveness of homogeneous market differentiation? They deeply realize that only by using Scientific Outlook on Development and injecting the essence of "culture" can jade have aura, make the market dynamic, make the famous city distinctive and make people and jade form life. Therefore, from the perspective of cultural strategy, Pingtung people have formulated a strategic concept of building the "East Core" of Guicheng culture.

As a result, Foshan's first town-level cultural strategic planning "Guicheng Cultural Development Analysis (Strategy) Report" was issued.

When the reporter walked into Pingzhou Jade City for an interview, Liang Xiqi, secretary of the Party branch of Pingdong Village and director of the village committee, introduced the development process of Jade City to the reporter one by one: "Guicheng has built the Daqian Denghu Cultural Center, which echoes the Ersha Island Cultural Center in Guangzhou and the Haixinsha Cultural Square in the Pearl River New City under construction, making it two major cultural positions in Guangzhou metropolitan area-Buddha Rong; Pingzhou Yucheng shoulders the heavy responsibility of "East Core" of Guicheng cultural strategy, and surrounds the core Qiandeng Lake area with Diejiao Nanshui Town in the west, forming one of the backbones of Guicheng culture.

Nanhai District Government has positioned Pingzhou Yucheng as a commercial scenic spot with rich Chinese jade culture characteristics and a jade seal of Guangfo metropolitan area. "

In the interview, the reporter learned that in implementing the strategic concept and functional orientation of jade culture, Pingtung people spent a lot of money and made great efforts, and invested more than 500 million yuan to build a distinctive jade culture city. The overall layout is that the water system landscape connects six major areas, covering an area of 300 mu, with a construction scale of more than 200,000 square meters. The plan includes: jade processing and trading wholesale market, exhibition center, cultural square, five-star business hotel, quadrangle-style boutique sales block, catering supporting services and other six functional areas.

Based on the characteristics of jade culture, Secretary Liang of the village committee said with great expectation for the future development of Jade City: "Cuibaoyuan Project is the" core "of Jade Street in Pingzhou. After put into use, it will integrate more cultural elements, combine the research market with tourism, and attract larger consumer groups. In the future, Yucheng will also build a tourist service center and develop tourism; It is necessary to build Yucheng into a good place for people to live, relax and travel. The jade museum under construction covers a wide range of contents.

Pingzhou Jade City, from cultural orientation to function setting, from appearance decoration to trading operation, from activity mode to service content, from production and processing to internal and external sales, permeates jade cultural elements in all directions, and strives to create a brand-new dynamic trading market full of jade soul, which is the hope of Pingdong people for Jade City. In the expression of Pingtung people, the industrial chain is very simple, that is, to build a jade city with' front shop and back factory'. In order to build a benign industrial chain, Pingtung people are making steady progress towards this goal step by step.

At the beginning of the transformation of Pingzhou Jade City, there were more than 70 enterprises in Pingdong Village, all of which were traditional industries such as hardware, shoemaking, molds, ribbon and auto repair. These enterprises occupy a large area, with low output value and little profit. Therefore, the annual income of the village Committee is only about 20 million yuan. In 2004, after Liang Xiqi was elected secretary of the General Party Branch and director of the village committee, the university student village official, with the strong support of his superiors, led the new team and decided to fight a tough battle of enterprise transfer, industrial restructuring and enhancing the competitiveness of Pingzhou Yucheng. It took them three years to dismantle 60 factories and eliminate some enterprises with high energy consumption, heavy pollution and low output; 18 High-energy-consuming enterprises, Pingtung Toy Factory, Yongfa Plastic Factory and other parts15,000 square meters of shops were moved as a whole. The relocation and closure of a large number of factories means that the village collective rental income has been greatly reduced, and the villagers' dividends have naturally been affected. At that time, when the financial tsunami struck, many people were worried that it would be difficult to attract investment after the land was vacated. In the painful period of shrinking income in the village, Liang Xiqi resolutely led the team and firmly implemented the strategic goal of "Xiaoyu Industry" established by the district and street governments. In the interview, he told reporters: "Nanhai District Government has drawn a very far-sighted blueprint for the development planning of Pingzhou Jade City. In fact, in this golden land of Guicheng, there is no way out if the messy Laoyu Street is not rebuilt. Yucheng's industry needs to develop and upgrade, and it can no longer embrace a group of low-end enterprises with high energy consumption and heavy pollution. "

After a large number of high-energy-consuming enterprises moved out, Pingdong Village fully integrated resources and planned the land for various projects in Pingzhou Jade City one by one. Large-scale renovation of the dilapidated Jade Street; Build a magnificent jade square; The proposed Expo Center; River regulation and so on. At present, there are 7 jade wool trading markets, more than 600 jade processing plants and more than 7,000 employees in Yucheng New District.

On August 13, 2007, China Jewelry and Jade Jewelry Industry Association and Jewelry and Jade Jewelry Management Center of Ministry of Land and Resources awarded Guicheng Sub-district Office the title of "Guangdong Pingzhou-China Jewelry and Jade Jewelry Characteristic Industrial Base".

In order to attract domestic and foreign merchants to invest in Pingzhou Jade City, the local government must provide a harmonious, stable and legal business environment, such as living environment, production environment, business atmosphere, social security, tax policy, industry norms, industrial and commercial affairs, and even the study, employment and household registration of investors' children. This series of practical problems, if not solved in place, will become an obstacle to attracting investment. As the most basic administrative department, the village committee of Pingdong bears a heavy burden, and some problems can be solved directly, but many problems need the coordination and help of the relevant departments of the higher government.

In order to attract more investors and stabilize the "new residents" to live and work in peace and contentment, a community health clinic has been built in Pingdong Village. On the basis of implementing a unified medical insurance system for rural residents in Nanhai District, villagers can be reimbursed for their second hospitalization. All eligible shareholders who go to the community medical station for treatment can also reimburse 50% of the outpatient expenses; In 2008, Pingdong Village invested 3.5 million yuan to build a modern kindergarten. Invest 500,000 yuan to update the teaching equipment of Pingtung Primary School, and solve the problem that villagers and outsiders have difficulty in going to school in time. These practical difficulties that troubled investors have been solved, effectively promoting and ensuring the benign operation of the industrial chain. Secretary Liang told reporters with deep understanding: "The industrial chain is a system. The formation and consolidation of this system needs the support of a grass-roots government that does practical things and good things for the people. The break of any industrial chain will get twice the result with half the effort. " After successfully integrating the industrial chain of the upper and middle reaches, Pingzhou Emerald is trying to penetrate into the terminal consumer market.

Jade sales experts said that in the jade industry chain, the retail link has the highest profit. Therefore, employees have pinned their hopes on the potential consumer groups to develop the Pingzhou jade retail market. To stimulate this huge consumer group, Pingzhou jade should be cheap and good. According to the market survey results, tourists from Guangzhou and Shenzhen are the main participants in the market, with daily traffic between 20,000 and 70,000.

Many years ago, due to the lack of industry self-discipline and scientific appraisal, the integrity of Pingzhou jade market once became a bottleneck restricting the development of Pingzhou jade. Liang, president of Pingzhou Jewelry and Jade Association, said that at that time, some merchants sold B goods as A goods and C goods as real goods, which seriously damaged the interests of consumers, and the reputation of Pingzhou jade market plummeted.

In order to re-polish the gold-lettered signboard of Pingzhou Jade and restore the confidence of consumers, Pingzhou Jewelry and Jade Association was formally established at the end of 200 1, and soon established "trading rules" and "member management mode"; According to the regulations of the association, jade dealers must join the association before buying and selling jade in Pingzhou. Joining requires two members to guarantee and pass the examination before joining. If there is no guarantee, you must pay a deposit of 30 thousand yuan. In case of violation, the deposit can be compensated to the losing party. The membership system of joining before trading optimizes the staff and effectively prevents fraud. The constantly strengthened management mode and strict regulations have effectively standardized the trading order of the market and the behavior of operators. The association also implements the listing system of' Integrity Management Alliance', and installs nameplates at the entrance of all processing factories, processing factories and shops participating in the alliance to facilitate consumers' identification, supervision and rest assured consumption. There are related penalties for franchisees' (people's) dishonest business practices. If there is fraudulent behavior of shoddy goods in the alliance unit, the association will instruct the operator to apologize to the customer and refund 100% of the payment, and publicly apologize on the bulletin board and the association briefing. Those who violate the law for the third time will be expelled from the' Integrity Management Alliance' and membership forever, and the industrial and commercial department will be notified to propose to cancel their business licenses. Because there are a series of strict rules and regulations on jade trading, and there are special people to handle complaints, there are few cases of cheating customers in Pingzhou Jade City. The honest business environment created by governments at all levels and industry associations has made merchants and customers applaud, and the reputation of Pingzhou jade products has recovered and its performance has climbed again.