Shanghai Lingang Innovation Center has cooperated with local event management company APAX Group to form an "ecosystem" of experience marketing — a strategy that uses in-person events to promote products.

The innovation center, whose shareholders include Shanghai Xinhua Distribution Group Co, Shanghai Technology Innovation Center, Shanghai Yangpu Technology Business Incubator Center and Fudan University Science Park, announced that it will fund APAX Group on Tuesday.

Meanwhile, Shanghai Xinhua Distribution Group Co and National Eastern Tech-Transfer Center will work with APAX Group to raise the city's core competency by integrating its advantages in culture, science and technology, fashion, media and global resource network.

They will use cultural innovation to lead the development of high-end industries and drive the digital and intelligent transformation of brands by science and technology. The fashion will contribute to a brand-new experience and the multimedia platforms will showcase the brand values to create more possibilities for a global connection of resources.

Li Shuang, president of Shanghai Xinhua Distribution Group Co, said they were looking forward to see Xinhua Distribution and its cooperatorsexert their own advantages, share resources and build a industrial chain of experience marketing.

Xie Jihua, president of National Eastern Tech-Transfer Center and general manager of Shanghai Yangpu Technology Business Incubator Center, said this cooperation will prompt more new cultural products and raise the international impact of local cultural brands.

Zhu Guoliang, founder and managing director of APAX, said the company will explore new channels to find cultural innovation and innovation of science and technology chances to drive growth of the whole industry.