Recently, a talk show performance held in Lujiazui's veteran commercial body - China Resources Times Square attracted many white-collar workers from the surrounding areas.
This is a transformation experiment of China Resources Times Square, which implants the popular performance forms of white-collar workers into the commercial body, so that busy white-collar workers in Lujiazui can enjoy evening life in one stop, and it is also expected to lead the mall out of the business difficulties caused by the epidemic.
This is also an important measure for the transformation and development of party building work to service enterprises under the Lujiazui Lou Affairs Association system. There are a total of 285 commercial buildings in Lujiazui Financial City. Since the pilot launch of the "Building Council" system in April 2020, the new building governance platform has been promoted to 66 key buildings. By electing the "building chief", setting up a party and mass service station, establishing a party and mass organization alliance, and building a consultation and co-governance platform that brings together the forces of the government, society, buildings and other parties, the building will not only serve the white-collar workers of the building, but also gradually participate in the development and transformation of service enterprises.
During the critical period of the transformation of shopping malls, the party building forces extended a helping hand
China Resources Times Square on Zhangyang Road is the first high-rise building in Pudong and the earliest high-quality commercial landmark in the Lujiazui area. After the comprehensive transformation and upgrading in 2019, it has changed from an old-fashioned traditional shopping mall to a comprehensive commercial body full of Internet celebrity catering and experiential consumption.
After more than two years of transformation, Shi Junyan, general manager of China Resources Times Square, found that due to the epidemic and other reasons, the effect of introducing surrounding white-collar customers was not as good as imagined. In order to further strengthen the compound function of the mall and increase the popularity of the mall, at the end of last year, China Resources Times Square built a professional theater on the 3rd floor, which can undertake professional performances such as talk shows and improv comedies.
This was originally a good idea to cater to the needs of white-collar workers in Lujiazui. For a long time, the Lujiazui area lacks a high-quality performing arts space, and many white-collar workers want to watch dramas and performances, and can only run to other areas. However, at least until the end of last year, many popular talk show labels in Shanghai held the same idea: to hold a performance in Lujiazui, it is estimated that no one wants to come. So much so that Shi Junyan threw an olive branch to them several times, but was rejected.
With a venue, but without content, this challenged the transformation plan of China Resources Times Square. The comprehensive party committee of Lujiazui Financial and Trade Zone learned of this situation during a visit to the enterprise, and immediately came up with a solution for the mall. "In the past two years, while serving the needs of enterprises, the building will also accumulate and incubate a number of third-party service resources." It is better to ask a talk show team we hatched to support the scene. "Proposed by the relevant person in charge of the comprehensive party committee.
Because the building is a permanent building party building service platform, it often communicates with the enterprises in the building, so it has gradually become the resource and information center of the people, things and things in the Lujiazui area that is most familiar with the people, things and things in the building. "We know exactly what activities white-collar workers here are most interested in and what help companies here desperately need." The relevant person in charge of the comprehensive party committee said.
With the help of the Building Council, the locally incubated talk show label "1U+Mouth" soon held its first performance at the T2 Theater in China Resources Times Square, attracting more than 150 audiences on the same day. With the introduction of content in the early stage, the theater of China Resources Times Square has gradually become "hot". "Seeing the effectiveness of our operation, several well-known talk show labels that were previously rejected also have the intention of cooperation." Shi Junyan said. Recently, a space on the 5th floor of the mall has also been renovated, which will be transformed into a professional talk show theater, and is expected to welcome a wave of Chinese and English talk shows and short hit comedy sketches in March this year.
The locally incubated talk show label "1U+ Mouth" is performed at the T2 Theater.
Based on thorough research, accurate service provision
In the specific service process, many staff of the Building Affairs Association gradually feel that if the party building service lacks a deep understanding of the service population, it will be greatly reduced by only patting its head to provide service supply.
After careful preliminary research, the Lujiazui Comprehensive Party Committee made it clear that the entire Lujiazui Financial City has 500,000 white-collar workers with an average age of 29.5 years. Among them, there are more than 300,000 financial practitioners, and there are also many practitioners in the legal, consulting, Internet, and technology industries. And unlike the imagination of the outside world, Lujiazui white-collar workers are not "full of high salaries". Among them, more than 25% of the people with an annual income of less than 150,000, and the population with an annual income of between 150,000 and 290,000 accounts for about half of the total.
In addition, like many white-collar workers who work and live in other parts of the city, Lujiazui white-collar workers also face high-cost living problems under limited income, as well as uneven work and rest time. Where do they want to use the short opportunity to relax after work? According to the survey results, 53% of white-collar workers hope to participate in dramas and concerts, 46% of white-collar workers hope to join activities in the fields of art and fashion, and a considerable number of young people hope to use their spare time to improve themselves, which invisibly provides a direction for Lujiazui's party building services.
Last summer, the Party Group Workstation in the Sapphire Area of Lujiazui Financial City launched a "white-collar fat loss training camp" activity. As soon as the event was launched, it was killed by nearby white-collar workers. "We invited professional third-party institutions to provide one-on-one diet advice and training guidance in the building, and many of the 'flags' set at the beginning of the training were realized." One of the most powerful campers lost 12.2 pounds in two months. The relevant person in charge introduced.
"White Collar Fat Loss Bootcamp" activity.
In addition, participating in cultural "communities" is also an avid activity of many white-collar workers outside of work. A number of white-collar organizations, such as orchestras, dance troupes, and recitation societies, have developed with the support of the Lujiazui Comprehensive Party Committee. This year, a number of interest clubs such as theater, music, film, and aesthetics will be established.
In the past year, Lujiazui Financial City has carried out a total of 2898 activities around the building party building service: a series of photo exhibitions in cooperation with Duoyun Academy, a drama-themed youth dating partnership with the Shanghai Dramatic Arts Center, a parent-child art creation and enjoyment meeting in the Yunjian Art Museum, and a high-end talent forum LuTalk into the Aurora Museum.
In addition, the building council has also formed a list of more than 160 services covering 6 major service sectors, including political study, professional consulting, literary and artistic experience, skill upgrading, business knowledge, sports competition and other aspects. Up to now, the building council has received a total of 600 demands from buildings, of which 411 have been resolved and 189 are being promoted. For example, Apple's high-end talents are concentrated, the demand for talent settlement is large, the building will distribute the special talent policy interpretation into the enterprise, and carry out one-on-one on-site consultation, attracting a number of HR participation; Apple white-collar workers have a strong interest in elegant culture, the building will carry out the "Singing Financial City" building culture distribution, so that the shanghai opera house classic opera performance into the building "noon hour", zero distance to meet the white-collar spiritual and cultural needs.
Column Editor-in-Chief: Tang Ye Text Editor: Du Chenwei
Source: Author: Du Chenwei