Shanghai Westgate Mall Co., Ltd. is an enterprise of cooperative management composed of Hutchison Whsmpoa Limited, Cheung Kong (Holdings) Limited, Tem Fat Hing Fung (Holdings) Limited, etc. with Shanghai Westgate Mall (Group) Co., Ltd. Since its open in June 1997, it has shown up prominently and outstandingly in the business circles of Shanghai, and, with its rich and proud achievements, it has become the shopping paradise for both Chinese and foreign guests.

Over seven years’ opening, Westgate Mall has actively built the commercial culture atmosphere according to it’s own characteristic of development. It has launched with education of sincerely in doing business, and attaining people’s trust, regard law as the guarantee, and, together with the enterprises and customers, it has made remarkable achievement in building and developing brand for the Westgate Mall. Meanwhile, the Westgate Mall emphasis on studying the foreign advanced idea of management, establishing rules and regulations, and, rely on its normative and rigorous means of management, the Westgate Mall has won the favorable comment from the tenants; secondly, on the management strategy, it is adjusting the operating brands constantly according to the market demand and customers’ psychology of consumption, and providing world-famous products with them. In marketing, Westgate Mall holds promotion activities of different themes, so as to deliver the novel and fashion commercial culture to the customers, and to build the warm and elegant shopping environment. Through the above-mentioned actions, the Westgate Mall realized sales amount of 1 billion yuan in 2003, increased by 20% compared with the same period of 2002, and, it turned over the national tax up to 78 million yuan in 2003, increased by a large extent than the same period of 2002. Therefore, work as the followings should be done:

1. To do the business sincerely, to attain the people’s trust, to promote enterprise’s development.

There are more than 80 shops now in the Westgate Mall, and the members of the staff are more than 580; the number of the tenant of offices is approximately 100, and the number of the staff is more than 1,800. In order to become the world fist-class modernized commercial building, and to make consumers feel “disburden, gratified, and comfortable” as soon as entering the mall, the key is to form a good image and pay attention to the professional and moral education to the enterprises. Therefore, we advocate common norm of “cherish posts and devote wholeheartedly to work, be in business sincerely, high quality service, get a commitment to the society”, and, we insist on the service theory of “keeping honesty”, to do the business sincerely, to attain the people’s trust. We issue a “Shop assistant’s manual of the Westgate Mall” to all the shop assistants, hope they respect the work and work hard, and together with our company, create and share the great achievement of the Westgate Mall.

a. Pay attention to the legal education

Each business company in the Westgate Mall will be given 3 legal brochures: “Law of Protecting Consumers’ Rights and Interests”, “Law of Price”, “Law of Products’ Quality”. Besides, we run concentrative training class for the shop every year, and invite professionals from consumers’ association and Computation Administration of Jing’an District to explain relevant laws, current consumption policy, and, we also required the companies to keep the peace in doing business. If there is a peccancy in the operation, our company always advise them to correct, in a situation that it is unable to retrieval, we will terminate the contract relation.

b. Pay attention to supervision and management

Everyday, we make spot-check to the products’ price tag, trade mark, producing area, manufacturer, etc. of the shop, and we will supervise the companies to put things straight if there are some problems. The whole mall implements a unified system of marked price (use 3-color price tag strictly according to bureau of price). Supervise each shop in the mall of selling genuine things, demand legal and civilized operation, and accepting supervision of the consumers and relevant departments of the government. The law department of company strictly control and supervise each exploitation DM and propaganda material from the shops, so as to avoid those disoperative behaviors such as propagating falsely and pricing swindling.

c. Pay attention to education of “sincerity”

We always regard “Customers are correct all the way” as the service theory of each employee, and we require the shop assistants to try their best to meet the customers’ demand. While paying close attention to the customers’ demand, we also strengthening the knowledge of our guests constantly, and try hard to reach the guests’ expectation of the enterprise, so that we can make each guest feel “merrymaking and perfect”.

d. Pay attention to consumers’ complaint, and play the role of agency and mediation between the customers and shops. And, the client service department is set to accept the customers’ complaint. Since opening, we have already accepted and dealt with customers’ complaint over 20 books, all of them were replied and accomplished, and, because we have strengthen our work of checkup, and do the after-sale service properly, the customers’ complaint are reducing year by year, and the degree of sincerity for the products is getting higher and higher. In addition, we have set up the “sincere file” as well, so as to attain the people’s trust by doing business sincerely.

2. Pay attention to the brand, consumption guiding, enriching the cultural connotation of the enterprise. We profoundly realize that: As the “windows” of the society, the Westgate Mall must insist on placing equal emphasis on both material progress and ethical and cultural progress with neither aspects neglected, and, give full play to the role of commercial position and spread enterprise’s commercial culture. Thus, we can win initial success. Therefore, on Nanjing Road, which is famous of “an inch of land is an inch of gold”, we built a grand hall and the atmosphere of shopping by sacrificing a large amount of operating area from ground floor the seventh floor. Meanwhile, we made good use of this grand hall to hold many large-scale activities which received much both social and economic benefit, to guide consumption by culture, and to perform the melody of socialism and patriotism loudly. It has caused the enormous response among citizens of Shanghai, as well as create a new way from the surrounding of “price cutting”, and has established the brand image of the Westgate Mall.

In the spring of 1998, is was on the occasion of the Chinese lunar calendar of “Tiger”, the grand hall of the mall received a fierce tiger, it had absorbed many citizens in Shanghai. And, we set the donation boxes so as to transfer the collection from the citizens to “Shanghai Wild Animals Park”. In 1999’s spring, we launched a commonweal activity of the “Green Storm”, regard the “Herald of Youth” Miss. Li Dan as the representative, and together with the staff of the Westgate Mall, granted the umbrella of commonweal to citizens in the rain. In the summer of 2000, nearly one thousand players participated in a multinational language match called “come into the global village”, foreign players took part in the competition of Shanghai dialect, and also won “prize of spiritual civilization organization” issued by Jing’an District.

2000 was the traditional spring festival of Chinese Year of Dragon, we welcomed a thousand real dragons, dinosaur fossil, one of them was just excavated. The dragon of Lufeng that exhibited for the first time, up to 7 meters, the hall of the Westgate Mall seemed to be customized for the dragon. There are endless good shows especially in 2001, regarding holding the APEC as the opportunity in Shanghai. In holding the “Chinese Clothes China Knot”, old textile machine, national costume, China knot, wax printing craft, art of tea, etc. were demonstrated, all of them were viewed and admired by lots of Chinese and foreign guests. Especially members of the APEC commerce delegation and consulate members, highly praised the Chinese traditional textile craft. In July 2001, we launched a one-week summer vacation of youth weekly called “Twinkling Beauty & Passionate Domino”, in order to express sincere congratulation to Beijing’s successful bidding of holding the Olympic game. A lot of students who were interested in the activity applied to take part in it, staff of enterprises set up a team of volunteers as well, spend their leisure hours off duty, finished a picture called “the Westgate Mall congratulated Beijing’s successful bidding of holding the Olympic game” with 100,000 dominoes and of 3,500,000 square meters. It has attracted about 200,000 peole to visit. “Let’s be wild once” was held in 2001 and 2002, those white collars and journalists took an active part in the activity, through it, it not only popularize brands for the tenants, but also offer a chance for the player to have a physical exercise. And, it has received a high evaluation from various circles of the society, and has promoted the national fitness activities. In 2003, campaigns such as World cup of fencing, 140^th anniversary photo exhibition of establishment of Nanjing Rd., win grand prix in Qixi, lucky Magpie Bridge, etc. were held. As we pay attention to the brand, insist on blossoming business by culture, and make mass of consumers understand about the Westgate Mall as well as realize the commercial culture of high-quality, thus, expand enterprise’s sales achievements.

3. Pursuing quality, strengthening training, put effort to establish studying-type enterprise

We advocating idea of “require qualification from studying, require benefit from qualification”, insisting people first, emphasis on quality project, devoting ourselves in improving staff’s job qualification, and, developing staff training constantly, realizing staff’s skills and technology competition in actual professional skill.

In 2001, we have organized training programs for the shop assistants once a week, and emphasis on pre-sales, programs such as during sales and after sales standard service, 100 sentences of shopping service English, knowledge of cashier, standard filling of price label, shop assistant’s manual, how to deal with complaint, improve the shop assistant’s quality omni-directionally and so on. Since 2003, number of trainee is 264 of 25 batches, the qualified rate is 100%. In order to improve English level of the staff, on the basis of mastery of English, run Japanese courses as a second foreign language for front line receptionists and shop assistants, 200 of the staff participated in it; and for improving skill of serving, the professional trainers from Hutchison Whsmpoa (H.K.) and Taiwan Heart were invited to give lectures, more than 80 administrative staff divided two parts to participate in training; property administrative staff and maintenance personal were trained respectively, and the number of participator is up to 183. In establishment of national estate standard building, we successively selected and recommended the 36 staff to go further education of estate property management in Shanghai University, and selected 6 administrative person to do investigate study to Hong Kong and Shenzhen, and now is checked and accepted by Ministry of construction and municipal real estate administration. Having tempered the team through training, the receptionists and shop assistants can already communicate simply with the foreign guests in two foreign languages now; the square has reduced consumers’ complaint from 1 or 2 times a day to zero of one week sometimes; the rate if mistaking of the cashiers has reduced to nearly “zero” form 1 to 2 times of the past; and through training for the team of property maintaining, we have a team of maintainance with consummate and multi-specialized skill, and increase expenses of about 700,000 Yuan for enterprise in 2003.

Through untiring efforts of seven years since opening, the company already has the primary scale in operation theory and brand characteristic, and is striding forward towards innovation and expanding the market, and, in line with the spirit of “sincere service, increasing benefit”, the company is soaring towards the new developing direction together with Shanghai.