Venture capital organizations pursue "Sunshine Government Public Relations" and aim at strategic emerging industries (VC292)

Government service outsourcing is destined to be a hot emerging industry.

In a 5A office building next to Shanghai Pudong Century Park, the company founded by Tang Zurong played an important role in helping the Wuxi municipal government to promote emerging strategic industries: whether it was the first or second China (Wuxi) New Energy Conference, the first China Ten The selection of big new energy figures, or the 2010 China International Internet of Things (Sensor Network) Conference, all have their figures flashing.

Earlier, Yongchun Culture attracted attention because of the first round of strategic investment from the well-known venture capital institution Detong Capital. This seems to be related to the "leap forward" background of government outsourcing services.

On September 23, 2009, the Ministry of Finance and other nine ministries and commissions jointly issued the "Guiding Opinions on Encouraging the Government and Enterprises to Outsource and Promote the Development of China's Service Outsourcing Industry." The introduction of a series of policies points to the government's outsourcing services. Some regions have begun to try to standardize government service outsourcing in an institutionalized manner. For example, Ningbo City issued the "Interim Measures for Government Service Outsourcing" to outsource network maintenance management, professional technical appraisal, and organization of official activities; Shenzhen Futian District also issued the "Implementation Opinions on Improving Government Purchase Service Mechanism", which will be built Outsourcing projects such as engineering, labor dispatch and security services, and logistics support.

Government service outsourcing cuts off the umbilical relationship between the government and service-oriented consumer organizations, creates a sunny government, and also provides space for service-oriented enterprises to grow.

Abandon the "gray economy"

Why do venture capital institutions favor Tang Zurong?

Shao Jun, a partner of Detong Capital, said that "Sunshine Government Public Relations" has become a trend. This industry is relatively new in China, but it is very dynamic. Now all governments are vigorously doing urban public relations in order to enhance the city's image and build city brands. For example, with the help of the conference and exhibition economy, Chengdu held a 2010 China (Mainland) City International Image Survey Press Conference in Shanghai with a score of 75.9 Ranked third in the rankings, after Shanghai and Beijing became third.

"This should benefit from a special business model and concept." Said Tang Zurong, chairman of Yongchun Culture. Yongchun is a "Sunshine Government Public Relations" company that provides the government with large-scale conferences, exhibitions and public relations outsourcing services. Tang Zurong, a former secretary of a home appliance listed company, quit his job at the end of 1990 and went to Shenzhen to start a business, engaged in securities investment, venture capital and private equity investment. Founded Yongchun Culture, holding and holding many companies.

By chance, Tang Zu was informed that the Wuxi municipal government is eager to improve the city's image through public relations and promote the development of local superior industries. However, the traditional way of organizing exhibitions faces a series of challenges: How to invite important guests from home and abroad? How to make the planned plan more forward-looking and professional? More critically, the public has huge concerns about the government's large-scale spending on exhibitions to trigger a "gray economy", which leads to a lack of trust between the government and the public.

Tang Zurong threw out the concept of "sunshine government public relations". The essence of this concept is that the local government will outsource large-scale conferences and exhibitions and other activities hosted by the local government, and the government will allocate a small amount of funds to implement "transparent" and "sunshine" expenditures. The purpose of spending a penny on the exhibition.

Gao Yaguang, director of the Wuxi Economic and Information Commission, said that an important purpose of government public relations activities is to let the public feel the benefits. To achieve this goal, we must take the road to marketization. Through cooperation, we not only save the government's expenditure, but also achieve a wide range of impact. The success of the Wuxi Internet of Things Conference benefited from this model.

In Tang's view, "Sunshine Government Public Relations" has helped the government to save considerable funds and can do big things with a small amount of money. Take the 2010 China International Internet of Things (Sensor Network) Conference as an example. Its cost is at least 30% lower than that of the same type of conference. It directly saves the government more than 5 million yuan in costs. It also promotes government investment attraction and expands emerging industries at home and abroad. Influence.

Targeting strategic emerging industries

Another fulcrum of "Sunshine Government Public Relations" is: the relationship between the government and enterprises has been brought closer. In the past, companies needed government support, and there was no effective way to pass on their appeals to the ears of the government. At the same time, the government needed to attract investment and attract outstanding companies to settle down. It also often faced embarrassment that could not be started. "Gray trading", or opportunities often fall by the wayside.

"It relies on a set of transparent, standardized work processes and high-quality services, rather than engaging in improper transactions." Tang Zurong said that this is also in line with the development trend of the global service industry. Tang analyzed that the Chinese government spends hundreds of billions of yuan annually on conferences and exhibitions. If it goes well, the annual sales revenue of Yongchun Culture is expected to reach 400-500 million yuan in the future.

Many people still have doubts about "Sunshine Government Public Relations". The details of the public relations and convention business itself are trivial. How easy is "transparency" and "standardization"?

"Do something and do nothing." Tang replied that he only selected large-scale government exhibitions and conference activities, urban image brand planning as the main business of "Sunshine Government Public Relations", and did not involve the difficult "standardization" such as crisis public relations. Field; secondly, in the selection of exhibitions and conferences, only do strategic emerging industries such as new energy, Internet of Things, biotechnology, etc., in order to avoid the fierce competition of traditional industries. The third is to make extensive use of new technologies. For example, the "Sunshine Government Public Relations" project has established a database of more than 5000 guests, including: government guest database, central enterprise guest database, multinational company guest database, famous private entrepreneur database, VC / PE guest database, etc .; "Brain", extending resources outward, that is, "cloud planning"; through EDM system and E-fax system, one-to-one fixed-point marketing and long-term marketing can be carried out.

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