In July, during the peak of the sunny season, Xiangfan High-tech Zone welcomed two major investors. One was Jiangxi Yuancheng Automotive Leaf Spring Co., Ltd., with a total investment of 110 million yuan, and the other was the U.S.-based Xiongshi Group, which brought in a registered capital of $10 million. These developments marked a significant milestone for the zone, showcasing its growing appeal to both domestic and international businesses.
According to recent data, in the first half of this year, Xiangfan High-tech Zone successfully introduced or discussed a total of 32 projects, with an estimated total investment exceeding 2.3 billion yuan. Among these, seven were foreign-funded projects, and six involved investments over 100 million yuan. This achievement reflects the zone's increasing competitiveness in attracting high-quality investment.
One key factor behind this success is the district’s adoption of a marketing-oriented approach to investment promotion. The first rule of this strategy is to create high-quality "products" for customers—meaning a superior investment environment. For example, in July 2007, the Fengshen Xiangfan Auto Testing Site was constructed, featuring excavators, transport vehicles, and over 30 workers working tirelessly to complete the project. The site spans 36.23 hectares and will offer R&D testing conditions comparable to those of the Dongfeng Nissan Guangzhou plant, providing strong support for Aeolus' new product development and site selection.
To further support this initiative, the Gaoxin District allocated more than 800 meters of the 1,620-meter-long No. 12 Road to Fengshen Xiangfan Company. In addition, a new parallel road is being built to improve traffic flow in the area.
The district has also invested heavily in infrastructure. In 2006 alone, 29 projects were completed across seven categories, including road widening, river improvement, and landscaping, with a total investment of 93.1 million yuan. The high-tech industrial park and auto industrial park, covering 8 square kilometers, have already developed 2.5 square kilometers. Key roads such as Dongfeng Automobile Boulevard, Fukang Avenue, and Mingcheng Road have been upgraded, significantly enhancing the overall infrastructure of the zone.
In terms of soft environment development, Xiangfan High-tech Zone has focused on creating a safe, efficient, and transparent business climate. It has improved public security, rectified behaviors that harm the economic environment, and implemented systems like the first-responsibility system and open government policies. Efforts have also been made to enhance urban aesthetics, cleanliness, and lighting, while ensuring legal compliance and efficiency.
Another core principle of the marketing strategy is maximizing marketing channels. Over the past year, the Gaoxin District, in collaboration with Shenlong Automobile Co., Ltd., organized two supplier development conferences, attracting over 180 domestic and international auto parts suppliers from the U.S., France, Germany, and beyond. This targeted approach leverages the Dongfeng brand to expand the zone’s reach.
Xiangfan High-tech Zone has also adopted various methods to broaden its investment channels. By partnering with major OEMs like Shenlong and Aeolus, it has created a platform for attracting investment. Additionally, it has strengthened its online presence, published investment-related information, and maintained regular communication with key enterprises through email. The zone now has network links with most of the world’s top 500 companies in the automotive industry.
Moreover, the use of local incubation centers to nurture science and technology SMEs has become an essential part of the zone’s marketing strategy.
The third rule of the marketing approach is to build a service-driven elite sales team. A notable example is Hubei Huayue Auto Parts Co., Ltd., which settled in the Xiangfan High-tech Zone Automotive Industry Park in May. The zone provided full support, from land acquisition to registration, which led to a referral that brought in another major investor, Hubei Guangrui Real Estate Co., Ltd., with an investment of 80 million yuan.
The investment promotion center is staffed by young, highly educated professionals, many of whom are fluent in English. With an average age of 31, they have proven to be one of the most effective teams in the region. In 2006, the center was honored with the “National Youth Civilization†title by the Communist Youth League and the Ministry of Commerce.
Service excellence continues to be a priority. As the number of foreign investors increases, the Merchants Centre tailors its reception based on cultural preferences. For instance, Japanese and Korean guests are taken to scenic spots like Gulongzhong and Wudang Mountains, while European and American visitors are offered more casual meeting settings such as salons or bars.
Overall, the “introduction†method—leveraging existing relationships to attract new investors—has proven to be one of the most cost-effective strategies. This approach highlights the zone’s strong investment environment and service quality, making it an attractive destination for global businesses.
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