Analysis on the Development of Business Invitation and Investment Attraction in Nansha Free Trade Zone—Taking the Pony.ai’s “Unicorn” Project as an Example

Nansha Free Trade Zone is one of the most representative and potential free trade zones in China. Since its establishment in 2015, with the unique geographical advantages of the geometric geographical center of the Greater Bay Area (GBA) and relying on the strategic development plan of “Three Areas Integration”, it had made continuous innovation and development in political, economic, cultural and other fields. The plan is constantly innovating and developing in various fields such as politics, economy, and culture. In the past two years, the development of the Nansha free trade zone had attracted cooperation and investment from many well-known enterprises. The municipal government had also invested in many key projects in Nansha. The Pony.ai’s “Unicorn” Project, as a project just started in recent years, had undoubtedly become a key project for business invitation and investment attraction in the Nansha Free Trade Zone in the near future. Taking the “unicorn” pony Zhixing project as an example, this paper analyzes the current situation and existing problems of business invitation and investment attraction in the Nansha Free Trade Zone and puts forward some suggestions.


Introduction
Business invitation and investment attraction refers to the activities of local governments to absorb investment through various means, promote local economic development, optimize the regional industrial structure, and promote personnel employment, to increase local financial revenue. As one of the main ways to promote regional construction, it had made great contributions to the regional economy and had become a common means for local governments to pursue economic prosperity. As a key development zone of Guangzhou, Nansha Free Trade Zone had listed business invitation and investment attraction as an important measure for regional development to accelerate its development www.scholink.org/ojs/index.php/jetmm Journal of Economics, Trade and Marketing Management Vol. 3, No. 1, 2021 27 Published by SCHOLINK INC. and achieved good results. At this stage, the analysis and summary of investment attraction projects will be of great significance for future development.

Brief Introduction of the Development of Nansha Free Trade Zone
The Due to its unique geographical environment, Nansha Free Trade Zone takes five major industries include shipping logistics, high-end manufacturing, and finance, with IAB and NEM as the auxiliary industries. As

From the Manufacturer Perspective
By the end of April 2020, the road test area of Pony.ai had covered more than 200 square kilometers of the core area of Nansha Free Trade Zone, and had set up more than 200 common boarding and alighting points, with a core service range of 300 square kilometers, including high-speed railway stations, port terminals and other transportation hubs, government centers, gymnasiums and other public facilities, as well as key business centers and residential areas.
On June 22, 2020, Pony.ai announced that driverless vehicles would join the Guangzhou robotaxi team,

From the Consumer Perspective
According to the survey, the most commonly used means of transportation for residents in Nansha Free

Figure 1. Transportation Means of Dwellers
In addition, we investigated the residents who have not used driverless cars and learned the reasons why they have not used driverless cars. Among them, 46.1% think the operation of driverless cars is too complicated, and 29.4% think they don't know much about driverless technology. These two reasons are mainly due to the Pony.ai's "Unicorn" Project has not been well publicized among the public.

Figure 2. Opinions of Dwellers
Finally, we combine the most commonly used means of transportation with the use of driverless cars.
Among the residents who have used driverless cars, 83.3% of the residents' daily travel traffic is private cars, and the remaining 16.7% of the residents' daily travel traffic is buses, It can be seen that people's daily means of transportation have a great impact on whether people use driverless cars.

Problems and Solutions of Pony.ai's "Unicorn" Project
From the perspective of the brand itself, the current Pony.ai's "Unicorn" Project's total global financing exceeds US $1.1 billion and the overall financing situation is good. However, there is a certain inequality in the distribution of regional cooperation resources, resulting in different progress of business invitation and investment attraction in various regions. The development of Nansha Free Trade Zone is slower than that of other cooperation regions. The development progress of each district affects the development of business invitation and investment attraction to a certain extent. The brand should formulate different development plans according to different regions, rational and standardized resource allocation.
The population of Nansha Free Trade Zone ranks in the lower circle of the population in all districts of Guangzhou, and the population distribution is uneven. There are concentrated populations in some areas and sparse populations in some areas. The scope of people's activities is concentrated so residents are less likely to use driverless cars. Secondly, driverless cars need more supporting facilities and complex technology, so people will have more trouble in operation. Recently, the acceptance of driverless car in Nansha Free Trade Zone is pretty low, resulting in poor profitability. In the process of business invitation and investment attraction, investors often take utilization and profitability into account. In order to attract more permanent residents to Nansha Free Trade Zone, the government can promote the vitality of the city by implementing relevant policies on talent settlement and talent introduction, so as to expand the application scope of driverless cars and increase the profit.
From the perspective of the government, the key to business invitation and investment attraction lies in the publicity efforts of the government and the close cooperation with the brand. As a brand that had only begun to cooperate with Nansha Free Trade Zone in recent years, the Pony.ai's "Unicorn" Project still needs to further negotiate and discuss in cooperation with the government. In order to ensure that the project is progressing smoothly, the government should carry out reasonable publicity and reporting on the project, such as billboard publicity and banner publicity at bus stops. But at present, except for a report on the official website of government departments and a small amount of media reports, there are no reports about the project on the Internet or in life. I think the publicity can still be further improved to attract more investors. The government can comply with the development direction of publicity, cooperate with major publicity and distribution platforms to improve brand awareness and introduce investment.

Conclusion
As an emerging district, the business invitation and investment attraction projects of Nansha Free Trade Zone will undoubtedly bring benefits to regional economic development, employment and taxation. In terms of specific practices, the appropriate introduction projects should be determined according to their development conditions, residents' consumption preferences and positioning in the early stage of business invitation and investment attraction. On this basis, the project should be accurately pushed to