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

The center’s shareholders include the Shanghai Xinhua Distribution Group Co, Shanghai Technology Innovation Center, Shanghai Yangpu Technology Business Incubator Center and Fudan University Science Park.

The Shanghai Xinhua Distribution Group Co and the National Eastern Tech-Transfer Center will work with APAX to raise the city’s core competency through its advantages in culture, science and technology, fashion, media and global resources.

Li Shuang, president of Shanghai Xinhua Distribution Group Co, said they were looking forward to Xinhua Distribution and its partners building an industrial chain of experience marketing.

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