Recently, a piece of exciting good news came from Beijing Olympic Organization Committee. Guangbo becomes the Olympic franchising dealer. That means Guangbo strikes a solid step in the way of developing industry diversification and brand globalization.

2008 Olympic Games choose Beijing, China as the host city. It is a hundred year’s dream of China. This dream brings huge Olympic economic business opportunity for Chinese economy. Facing such attractive Olympic economic cake, enterprises must adopt effective strategy so as to adapt the situation, which is the best opportunity for Chinese enterprises walking to the world.

Guangbo becoming the franchising dealer of Olympic Games means that Guangbo will catch the flight of Olympic Games and go to global. Olympic franchising dealer refers to the enterprise approved by Beijing Olympic Games Organizing Committee, obtaining the related rights to design, produce and sale franchising goods according to the requirements of Beijing Olympic Games Organizing Committee. Franchising manufacturers provide franchising goods to Beijing Olympic Games Organizing Committee and franchising retailers. Guangbo is the first national paper stationery manufacturer to sign with Olympic Games Organizing Committee on self-design and development rights on the aspects of albums, paper bags, paper boxes, posters, card, etc. That means Guangbo have advantages on development, design and production and management scale. One of the advantages of participating Olympic franchising plan is that one can gain steady and abundant income in Olympic franchising goods market, although the income of franchising planning only accounts for a very small part of the total income of Olympic Games. In the declaring report of Beijing Olympic Games the budget of franchising goods dealing is 70 million dollars, while the ordinary franchising fee is 10% of the goods value on average. That is to say, it will create a huge market for Guangbo with millions of dollars.

Participating franchising plan not only brings abundant profits for Guangbo, but a huge leap for Guangbo in the culture transmission and brand strategy implement.

Favorable combination of Guangbo culture and Olympic culture

2008 Beijing Olympic Games puts forward the three concepts of Green Olympics, Hi-tech Olympics and Humanism Olympics. Guangbo realizes the perfect combination of these three concepts. Green Olympics puts environmental protection as the primary condition of Olympic facilities planning and construction, stressing environmental protection. Through technological innovation, Guangbo improves the past production way, saves energy and raw materials and blazes a development road on the theme of advocating green environmental protection. For instance, paper plates and paper towel of the company made by soybean oil, which is non-pollution and good for human health. Besides, printing paper products, album passed the inspection of national environmental system successively. Green environmental protection serial activity organized by company attracts the attention of related people in inner and outer company, which is fully shows Guangbo’s recognition on green environmental protection.

Hi-tech Olympics is the strong booster of the rapid development Chinese science and technology. It highlights the outstanding effect of science and technology in the aspects of speeding up social economic development and changing people’s living conditions. Guangbo develops from the initial printing industry to today’s scale, science and technology plays an important role. Changing from traditional stationery industry to high-tech industry, which is the objective put forward by Guangbo in making development strategy planning. So technology innovation becomes Guangbo’s first productive force. By depending on this strength, Guangbo gains many national patents in the areas like album, digital camera, etc. How to speed up the development of science and technology, lift technology innovation ability, enhance the technology content of products, improve the quality of the products, are directly related to the survival and development of our brand and enterprise. It is the ever-lasting theme of Guangbo’s continuously groping in the development road in future.

Humanism Olympics is the innovation concept of special value put forward by Beijing to the world. It is the core and spirit of the three catchwords, showing oriental culture especially Chinese civilization in exploring and development of Olympic spirit. Harmony of man and nature included in peace, harmony, love and beauty is the vivid supplement of competitive culture of Olympics higher, faster and stronger.

Guangbo’s core enterprise culture, that is, innovation, learning, honesty and mission is the extension of Olympic sprit, that is, peace, harmony, love and beauty. Innovation is the core of keeping rapid development. No innovation, no Guangbo. Innovation becomes the main cultural element of its management. Learning is the key of managing an enterprise. In defining the brand culture, Guangbo puts learning in the first place and reasonably explains the learning concept of valuing different kinds of opinions inside and widely making friends outside. Mission is the subject element of Guangbo spiritual culture. As a developing private enterprise, Guangbo undertakes certain social responsibility as the absolute mission. Brand is way for Guangbo to transfer its culture elements to the world. Hand in hand with Army Women Basketball, it’s not only a way for Guangbo to create brand construction, but a concrete manifestation of constructing enterprise culture.

Through Olympics, China transfer our five-thousand Chinese civilization, shows the charm of oriental culture. While Guangbo also wants to convey the connotation of wide world, broad feelings to the whole world through Olympics, as well as the cultural quintessence of learning widely from all strong points likes the sea admits all rivers, to realize the transfer and combination of Guangbo culture and world culture. Being Olympic franchising manufacturer, Guangbo not only will spread Chinese culture and Olympic culture in 2008 Olympic grand meeting, letting people of the whole world know the due contribution of Chinese nation with the five thousand years, but let the whole world know Guangbo’s products, know Guangbo. This is a new and challenging step that we’ve walked in spreading Guangbo brand strategy in culture marketing.

Favorable combination of Guangbo brand globalization and Olympic marketing

Guangbo always puts brand as the base of enterprise. From cultivating brand value to seek global brand, Guangbo goes on way of combining “going out” with “introduction” for a long term, making Guangbo brand become the permit of going forward the world. In the competitive world, many enterprises choose to invest lots of money in advertising, with brand communication as the topic element of advertising bomb. No doubt this can quickly deepen consumer’s cognition on the product, but it’s not the best brand communication way. It’s not good to establish long and culture penetrative brand.

Guangbo regards culture marketing as the highest state of brand communication. Moderately choose and participate some media’s propaganda of public relations on advertising, propagandize Guangbo brand by marketing channel of stationery industry and other ways, gradually implement brand concept in the way of culture marketing, participate university students’ cultural activity. Guangbo takes the way of holding national Fashion China Photo Contest, investing millions of yuan in crown naming Army Women Basketball, and the combining way of sports marketing with culture marketing, to deepen consumers’ cognition on Guangbo brand. Culture is not only the halo endowed the enterprise itself, but the spirit to show products. 

Beijing succeeded in bidding for 2008 Olympic Games. By actively grasping this opportunity, Guangbo puts forward brand globalization strategy and Olympic economy extension project. By strengthening products quality and enterprise culture inside and brand publicity and cultural exchange outside, it continuously excavates and extends the intonation of Guangbo brand. Beijing Olympic sacred torch will be ever-lasting. Olympic spirit will inherit forever. Having a wide market in over 70 countries and regions all over the world, Guangbo will always carry through and carry forward the Olympic Games motto “faster, higher and stronger”. Encouraged by Olympic spirit, Guangbo insists on the theme of Green Olympics, Hi-tech Olympics and Humanism Olympics. Dare to combat, breakthrough, and continuous enterprising.

Guangbo has opportunity participating Olympic economy. The final result doesn’t depend on capital, but the difference in the aspects of consciousness, preparation, innovation, etc. While in these aspects Guangbo has fully prepared, getting ready to accept the chance and challenge brought by Olympic economy.

Guangbo depends on perfect ERP management system, international advanced equipments, about 120 people international-type design and research team, covering the market network of national 32 provinces, cities and autonomous regions, radiating Guangbo culture to over 70 countries and regions all over the world. We believe Guangbo will provide more exquisite and perfect products and culture for 2008 Beijing Olympic Games. Meanwhile, we even believe Guangbo as the Olympic franchising dealer will be the beginning part for Guangbo being a member of Olympic industry. We believe Guangbo will compose a wonderful new chapter of Olympic economy in Beijing Olympic Games.