Written by Zheng Li

After more than two years preparatory work, the launching of Expo Shanghai Market Development Plan, the focus of people,s attention, was announced on March 14, 2006, which also saw the birth of the first Expo Shanghai partner and the maiden flight of“World Expo Airlines”. This marked a new stage for the Expo Shanghai preparation. On April 6, the Bureau of Shanghai World Expo Coordination issued announcement to seek automobile partners for Expo 2010 Shanghai, licensed furniture and stationery manufacturers using Expo Shanghai logo. The invitation for investment into Expo Shanghaiis progressing steadily.

Five operation items of Market Development Plan

Expo ShanghaiMarket Development Plan consists of five operation items, that is, Brand Sponsorship, Logo Licensing, Activity and Event Operation Plan, Tourist Organizing Plan and In-park Commercial Service Plan. The implementation of the Plan will not only ensure high quality service for organizers, participants and visitors of Shanghai World Expo, but also provide multi channels and opportunities to enterprises in different fields of different scale and type.

By way of the Market Development Plan, those far-sighted, capable and influential industrial leaders will be attracted to be integrated into Expo Shanghai system, participate in the practice of“Better City, Better Life”theme, make full use of their respective expertise, innovative capabilities, market resources and economic strength, and make Expo Shanghai, together with its organizers, a successful, splendid and unforgettable event.

Respective Schedules

The Brand Sponsorship Plan is expected to be completed by 2007. The cooperation services by sponsors will run from 2006 until the end of 2010.

The Logo Licensing Operation Plan will start its domestic and overseas components respectively in 2006 and 2007. The operation will run until the end of 2010.

The Activity and Event Operation Plan is scheduled from 2006 until the end of 2010.

The Tourist Organizing Plan will be launched in 2008 and completed at the end of October of 2010.

The In-park Commercial Service Plan will start invitation for investment in 2008. The operation preparation runs from July 2009 through April 2010 and the operation period is from May 2010 through October 2010.

Cooperative Partners and Senior Sponsors

The Expo Shanghai Brand Sponsorship Plan is a two level structure, consisting of cooperative partners and senior sponsors. The cooperative partners, the highest level sponsors in the brand sponsorship scheme, will become the organizers and cooperators in their respective fields for Expo preparation in addition to providing funds and materials. The senior sponsors are second to cooperative partners in terms of cooperation requirements and returns.

s Expo Shanghai covers a wide range of fields in terms of industries and preparatory work, the sponsors will be selected among representative enterprises from about 40 related industries. The criteria for qualification include: compatibility and operation relationship with Expo Shanghai image, association with China and internationalization, the company,s financial strength, global advertisement fees or publicity promotion fees, interests in Expo Shanghaiand so on.

The sponsor enterprises will become important participants in preparation and hosting of the whole event: providing products and services necessary for preparation and hosting of Shanghai World Expo; displaying the company,s social values and expanding their market influence by rendering the theme"Better City, Better Life"; enhancing their social responsibility image under the umbrella of Expo Shanghai brand and acquiring booster in supporting their product and service marketing; showing their company concepts and strength by constructing Company Pavilion and organizing event schedule to highlight their leadership in the industry.

It is expected to have 10 to 15 cooperative partners and 12 to 20 senior sponsors for Shanghai World Expo.

Rights and interests of sponsors

Corresponding to the input and contribution by sponsors, the organizer of Expo Shanghai will ensure reasonable and abundant returns to help them realize their sponsorship values. The sponsors, based on their level, will enjoy exclusive brand use right, exclusive commercial right to different extent, the right to construct Company Pavilion, priority sponsorship right for events, discounted World Expo tickets, on site reception, and other services provide by the organizers.

In accordance with a joint letter, Notice on Preferential Taxation Policy concerning Expo 2010 Shanghai, jointly issued by the Ministry of Finance and the State Administration of Taxation, all Expo Shanghai participants will be granted with certain preferential taxation treatment. For example, according to the notice, if an enterprise or institution donates fund or materials to the Bureau of Shanghai World Expo Coordination, all amounts will be exempted from its income tax.

Participating in Expo Shanghai, being immerged in the theme practice of“Better City, Better Life”and contributing to the urban development and creating a better life is not only a honor for participating enterprises, but also a great space and platform for the enterprise development. It is indeed a unique opportunity for the enterprises to expand their influence, promote their brand images, show off their capabilities and tap into the new market.

Expo Shanghai Market Development Plan will provide opportunities and platform for outstanding participating enterprises to cooperate with each other, and realize win-win between Expo Shanghai and participants.