Shanghai Daily News

More famous for its ancient town and culture relics than for its business acumen, Fengjing Town in Jinshan District is nonetheless punching well above its weight in the competitive city.

After the town was nominated as a "China Ancient Town," it worked to become a harmonious region that's good for businesses, for recreation and tourism, and environmental development.

"Although we were already renowned as a hot tourism spot, the region has forged ahead with its efforts to set up an economically strong town," said a township official, surnamed Shen.

Fengjing's business ambitions go back thousands of years to its time as one of the most prosperous commercial and handicraft areas in the city.

The Fengjing Industrial Zone has several backbone industries, including car and motorcycle manufacture, yellow wine making, driving equipment and textiles.

Industrial output of Fengjing grew 58.68 percent in the first eight months of last year to a record 7.09 billion yuan (US$883 million).

Four Fengjing brands were nominated a "Shanghai Famous Brand."

They are Feng Xue, from Shanghai Fengwei Non-Woven Products Co Ltd and Jia Tian, from Shanghai Jia Tian Manufacturing Co Ltd, Shikumen Wine and Jin Feng Wine.

As the country's biggest yellow wine factory, Jinfeng Breweries Ltd is capable of producing 100,000 tons of yellow wine a year.

Another pillar industry in the town is Shanghai Huapu Car Company whose output last year reached 3 billion yuan - 5 percent of the Jinshan District total.

Shanghai Mayor Han Zheng has highly praised Fengjing's progress and promised the government will give both policy and economic support to its development.

Fengjing also plans to launch countrywide promotion projects to enhance the popularity of local brands.

In recent years, the town has been progressively developing its foreign commerce and trade ties. In has attracted more than 34 foreign-invested projects. In the first eight months of last year, total investment hit 2.65 billion yuan.

But these projects are just part of Fengjing's ambition.

In the last two years in particular, increasing efforts have been made to improve the innovation strategy, primarily through more government economic support for the development of high-tech products.

Great progress can be seen in the field of car making. Shanghai Huapu Car Company's M series technology has gained growing popularity in the city's car market.

While the city is understandably proud of its long history, local officials are even more enthusiastic when it comes to talking up the future.

They see great untapped potential in the economy growth of the area. Chen is optimistic that the region can deliver on its early promise.