Shanghai Fengpu Industrial Park
Export Processing Zone

10. Shanghai World Expo

10.2 Plan of Shanghai World Expo

10.2.1 Master Plan of the Park

Shanghai Expo will be located in the central Shanghai, along both banks of Huangpu River and between the Nanpu Bridge and Lupu Bridge, with convenient transport and service facilities. The Shanghai Expo Park within the planning red line will occupy an area of 5.28 km2, around which there will be a construction area of 1.4 km2, to full meet the requirement for Shanghai Expo preparation.

The Master plan of the park will display characteristics of China, Shanghai and Huangpu River and in the layout plan there will be “the Shanghai Expo Park, the Shanghai Expo Park fenced area, 5 functional sub-areas, 12 groups of pavilions, and 26 clusters of pavilions (Refer to the layout Plan of Shanghai Expo).

Layout Plan 10-1 Layout Plan of Shanghai Expo

In the planning of the Shanghai Expo Park, the central area located on the west side of World Expo Avenue, where big public structures including Shanghai Expo Theme Hall, public Activities Center, Performance and Art center, etc. will be relatively concentrated, will be most eye-catching. Here a large public green area-”River Side-Oasis” will be built as the core landscape embodying the features of Huangpu River, and a site of large-scale celebrations and functions. The over 200 pavilions of Shanghai Expo will mainly be temporary with o0ver 160 pavilions for foreign countries, 20 pavilions for international organizations and approx. 15 pavilions for enterprises.

10.2.2 Commercial Operation Plan

In accordance with the provisions of Overall Plan for Market Development of Shanghai World Expo, China, 2010 , the contents of the commercial operation include five plans, interrelated, but independent of each other, of operation items, i.e., the Brand Support Plan, Logo Licensed Operation Plan, Activity and Project Commercial Plan, Tourists Organization Plan and Plan of Commercial Service in the Park, and a relevant brand protection plan.

(1) The Brand Support refers to the business form in which enterprises holding well-known brands in the designated lines of business establish brand cooperation relations with Shanghai Expo in the form of providing fund, and the lines involved cover key products, technologies and services of various categories required in the preparation of Shanghai Expo. The fund-providing brand enterprises will become high-level participants and supporters in the preparation of Shanghai Expo, and have priority in participating in other projects of market development plan. The organizer of Shanghai Expo plans to select 10-15 cooperation partners and 12-20 high-level fund-providing supporters. The organizer of Shanghai Expo will help the enterprises realize the value of support by a due return of rights and interests.

(2) The Activity and Project Commercialization Plan covers market development projects, arranged on the basis of the characteristics of Shanghai Expo and for the big-scale activities in the course of preparation, to provide enterprises of different categories with opportunities to participate in Shanghai Expo, or support fund-providing brand enterprises with various market opportunities. The Activity and Project Commercialization Plan mainly includes the two parts of commercialization of the activities and fund-providing.

(3) The Logo Licensed Operation Plan covers the business activities in which the organizer of Shanghai Expo authorizes qualified enterprises, domestic or foreign, to produce and sell intellectual property right products bearing the name, emblem and mascot of Shanghai Expo. This plan mainly targets the industries of daily consumer goods. According to the plan, domestic participants shall be invited for the licensed operation in 2006 while participants will be invited internationally for the licensed operation in 2007.

(4) The Tourists Organization Plan covers the sale promotion of tickets of Shanghai Expo, which will be an important source of its overall earnings. In accordance with the overall plan of market development, Shanghai Expo tickets will be sold by fund-providing enterprises in the tourism industry as ticket agents, and also be sold on-line on the commercial platform of World Expo web-site.

(5) The Plan of Commercial Service in the Park. In the Shanghai Expo Park, a 150 thousand sq.m. site of commercial services facilities shall be planned. Enterprises may, in the Shanghai Expo Park, especially in the exhibition areas, provide participants from 200 countries and international organizations and 70 min. visitors with catering service, retail service and other commercial services. The investment-attracting plan of the commercial site in the Park will commence from 2008.

(6) The Brand Protection Plan. The brand of Shanghai Expo is the logo of the intellectual property right of Shanghai Expo, and also important resources and link of the cooperation between Shanghai Expo organizer and various enterprises. The Shanghai Expo organizer will formulate a perfect brand protection plan to safeguard the interests of Shanghai Expo and all the participating enterprises against any violation.