Like the rest of Northeast China, Jilin is taking steps to stop talented people leaving the province and speeding up its slow growth in inbound investment.

Some have attributed the brain drain and lackluster investment to the bitter cold weather in the region, but Jing Junhai, governor of Jilin province holds a different view.

"Without reform, the structural problems will be the major bottlenecks for the rejuvenation of the local economy," Jing said.

Joining a meeting of experts, entrepreneurs and government officials in January this year, Jing asked for their suggestions on how to train and retain qualified professionals in Jilin province.

"We should change our environment for businesses and professionals and I believe we are about to make the changes," Jing said at the meeting.

The governor dismissed that the cold winter in Jilin and in the rest of Northeast China, is the reason that people are leaving.

He recalled that he once walked through a public square in the evening, seeing hundreds of residents doing exercises and dancing there.

"The sight reminded me that it wasn't so cold in Northeast China, although the temperature outdoors was below minus 20 C," Jing said.

He explained that "it's cold for those who just fool around, but not for those wanting to do something".

"The feeling of whether it's cold or not has to do with people's mentality," Jing concluded.

The main reason that the talent leave Jilin stems from unfavorable policies and a weak business environment, according to the governor.

"When I came to Jilin to take my post (as the governor), I was told that nearly 500,000 professionals left Jilin every year, while the incoming number was about 60,000," Jing said.

"There is an exaggerated saying that even sparrows have flown away," he added. "People left because there was not enough room for them to develop their careers or start businesses."

Since becoming the governor of Jilin this year, Jing has held several meetings on training and retaining professionals.

He proposed that practical measures should be taken to improve the living and working environment for professionals, noting that the same is true for attracting investors.

To highlight the market rules in economic operations, improve administrative services for enterprises and open more sectors to investors are among Jilin's reform initiatives for attracting investment, the governor said.