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Representatives from Mercedes-Benz Star Fund and the Alcazar Building appear the signing commemoration of the partnership. Photos Provided to China Daily

Meeting amidst a absorbing winter arena at the Alcazar Museum, Mercedes-Benz Star Fund and the Alcazar Building formally accomplished a affiliation to coact on a ambit of projects from attention and apprenticeship to all-embracing barter of the acclaimed Apple Ancestry Site, additionally accepted as the Forbidden City by visitors and locals.

The affiliation is actuality accomplished through the collective easily of Mercedes-Benz's abiding CSR belvedere in China, the Mercedes-Benz Star Fund and the Forbidden City Cultural Ancestry Attention Foundation.

Nicholas Speeks, admiral and CEO of Beijing Mercedes-Benz Sales Service Co Ltd, and Shan Jixiang, the administrator of the Alcazar Museum, represented both parties at the signing ceremony.

"Heritage is article we amount abundantly at Mercedes-Benz," Speeks said at the ceremony.

"It is the mission of our bearing to breeding our cultural ancestry and to backpack it to the abutting generation. We consistently booty it as allotment of our responsibilities to accord to amusing development.

"Through the CSR cardinal affiliation with the Alcazar Museum, we ambition to abutment this abundant nation to acquaint its alluring belief on the all-embracing stage."

In 2017, Mercedes-Benz in China became the aboriginal bazaar in its common history to breach the 600-thousand-unit record. Repeated by Speeks that China has become the added home to Mercedes-Benz brand.

With such acceptance of the acceptation of the market, and charge to the Chinese society, the cast carefully back its amount in a way that resonates in a Chinese cultural context.

The affiliation with the Alcazar Building reflects and amplifies that principle, and opens a new belvedere to added appoint the accessible and advanced audience.

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Traditional ability promotion

Established in 1925 on the armpit of the administrative alcazar of the Ming and Qing dynasties (1368-1911), the Alcazar Building is one of the world's bigger and best apparent classical palaces.

While the Alcazar Building is absolutely admired as one of the symbols of Chinese acceptable culture, the accomplished decade has apparent it accommodate the way it showcases collections and exhibits to visitors.

By amalgam Internet Plus into assorted aspects of the building experience, by allied with assorted enterprises and organizations, and by dispatch into the e-commerce area, the alcazar is acceptable added complex with people's circadian lives.

The CSR cardinal affiliation amid Mercedes-Benz Star Fund and the Alcazar Building added reinforces the museum's embrace of this new era.

The aboriginal appearance of this CSR cardinal affiliation commences from the January 2018 with a three-year commitment, mainly committed in the areas of antique adjustment and preservation, cultural apprenticeship and cultural exchange.

First and foremost, the connected apology of age-old charcoal and antiquities amid aural the Alcazar Building will be prioritized.

By accumulation avant-garde technologies, the affiliation will endeavor to break the burning advancement obstacles acicular out by the museum, such as added studies of its brick and stonework.

An added aim of the action is to accession accessible acquaintance of China's acceptable culture, ensuring that its history and ability can be anesthetized bottomward through the generations.

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Targeting acceptance in primary and accessory schools, artistic class on acceptable ability and arts will be alien to accouchement of academy age and especially, the Hope Schools accurate by the Star Fund.

The affluent history of the Forbidden City will additionally beforehand the beforehand of Chinese ancestry beyond the world, facilitating the accomplishment of the Chinese dream.

Social commitment

Mercedes-Benz has continued been committed to accomplishing its amusing responsibilities, and was one of the aboriginal automotive manufacturers to barrage CSR programs in China.

The auto architect durably believes that the success of its business operations and the backbone of its accumulated amusing albatross affairs are accordingly linked.

As the best cogent CSR belvedere of Mercedes-Benz, the Star Fund has played a cogent role throughout the years.

Since 2010, the Star Fund has accustomed over 100 actor yuan ($15.8 million) in donations from Mercedes-Benz. Beneath the byword "Nurturing the Best of All Our Tomorrows", the Mercedes-Benz Star Fund has been appetite to beforehand ecology protection, beforehand the ability of driving, abetment apprenticeship support, facilitate the development of arts and sports, and additionally to accommodate amusing affliction services.

Mercedes-Benz is additionally authoritative abiding it moves with the times.

In 2017, the Mercedes-Benz Star Fund launched the Star Scholarship affairs to abutment beneath advantaged students.

It additionally alien the Apple Ancestry Sites Acceptable Livelihood affairs to actualize bigger livelihoods for association while attention the environment, with an closing ambition of adapted development amid bodies and nature.

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The attempt of the Mercedes-Benz Star Fund CSR belvedere proactively echoed the civic strategies of deepening avant-garde apprenticeship and demography targeted measures in abjection alleviation, accent at the 19th Civic Congress of the CPC.

Now in 2018, Mercedes-Benz CSR starts its added decade with this CSR cardinal affiliation with the Alcazar Museum, appearance an amplification into added fields of humanity. Mercedes-Benz CSR is committed to acceptable ability bequest and re-innovation, and added accidental to the acceptable development of Chinese society.

This appearance was aggregate by Li Hongpeng, administrator of the Mercedes-Benz Star Fund Management Committee and chief controlling vice-president of Beijing Mercedes-Benz Casework Co Ltd.

He said: "CSR has become an important allotment of Mercedes-Benz's accumulated culture. By abutting easily with our employees, dealers, barter and abounding CSR partners, we can advice to actualize a able base for a abundant and acceptable future.

"Entering our added decade, our CSR affairs will abide to beforehand with the times, adventure new responsibilities, exploring new areas and aperture up new patterns. The affiliation with the Alcazar Building marks a cogent footfall for Mercedes-Benz in advance its CSR action in China," Li said.

Future outlook

The aurora of the 21st aeon was apparent by the alpha of an aggressive age-old architectonics apology activity at the Alcazar Museum. Approved by the State Council and the bigger such affairs of its affectionate in China, the Alcazar Building Apology Activity is appointed to be completed by 2020, ancillary with the 600th Anniversary of the Forbidden City.

According to Shan, the Alcazar Building is committed to attention the Forbidden City to "ensure its breeding for the abutting 600 years", aloof as it has captivated the citizens of Beijing in awe for the antecedent six centuries. "Mercedes-Benz ceremoniousness the efforts and shares these values, as we consistently accept taken it as our albatross to accord to acceptable cultural heritage, alike if we comedy aloof a baby part," Speeks added.

(China Circadian 01/30/2018 page13)



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