"Marketing" Hi-tech Zone——Analysis of Investment Promotion in Xiangfan High-tech Zone

In July, during the bright and warm 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 U.S. dollars. These developments marked a significant step forward for the zone in attracting both domestic and foreign investment. According to recent data, in the first half of this year, Xiangfan High-tech Zone had introduced or discussed a total of 32 projects, with an estimated total investment exceeding 2.3 billion yuan. Among them, seven were foreign-funded projects, and six involved investments over 100 million yuan. This success can be attributed to the district's strategic approach of applying marketing principles to attract investment. Marketing Rule 1: Delivering High-Quality "Products" for Investors A key example of this strategy was the construction of the Fengshen Xiangfan Auto Testing Site in early July 2007. The site, covering 36.23 hectares, was built with great effort, involving excavators, trucks, and over 30 workers. Once completed, it will provide research and development conditions similar to those at the Dongfeng Nissan Guangzhou plant, supporting Aeolus’ new product development and helping select new vehicle production sites. To support this, the Gaoxin District allocated more than 800 meters of the 1,620-meter-long No. 12 Road to Fengshen Xiangfan Company. Additionally, a new parallel road is being constructed to improve local traffic. The high-tech zone has also invested heavily in infrastructure, including road widening, river improvement, and landscaping. In 2006 alone, 29 projects were launched across seven categories, with a total investment of 93.1 million yuan. The planned area of 8 square kilometers now includes 2.5 square kilometers of developed land, along with high-standard roads like Dongfeng Automobile Boulevard and Fukang Avenue. In terms of soft environment development, the zone has focused on creating a safe and efficient atmosphere by improving public security, rectifying harmful economic behaviors, and implementing service commitments. It also emphasizes legal compliance, transparency, and urban beautification to create a favorable living and working environment. Marketing Rule 2: Expanding Marketing Channels To broaden its reach, the Gaoxin District has organized supplier development conferences with companies like Shenlong Automobile, attracting over 180 domestic and international auto parts suppliers from the U.S., France, and Germany. This strategy targets Fortune 500 companies and large enterprises with global headquarters, R&D centers, and procurement and sales hubs. The zone has also leveraged online platforms, enhancing its website to promote investment opportunities and maintaining regular communication with key enterprises via email. It has established connections with most of the world’s top 500 automotive-related companies. Additionally, it uses incubation centers to nurture tech SMEs as part of its broader marketing efforts. Marketing Rule 3: Building a Service-Driven Sales Team One notable success story was Hubei Huayue Auto Parts Co., Ltd., which settled in the zone in May after receiving full support from the Gaoxin District, from land acquisition to company registration. This excellent service led to a referral that brought in Hubei Guangrui Real Estate, which invested 80 million yuan. The Investment Promotion Center consists of young, highly educated professionals, many of whom are fluent in English. Last year, they handled over 90% of the zone’s investment projects, earning recognition as one of the most effective teams. The center also tailors its services to different cultures, such as arranging visits to historical sites for Japanese and Korean guests or hosting meetings in salons for European and American clients. By adopting a customer-centric approach, the zone has successfully reduced costs and increased the quality of its investment environment. Through these efforts, Xiangfan High-tech Zone continues to grow as a competitive and attractive destination for investors.

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