On June 11, 2009, CCTV news broadcasting a piece of new: Guangbo Group's environment-friendly stationery which is made of stone paper has become new favorites of China stationery occupying European and American markets in crisis era.

In the crisis, law of market "confidence is more valuable than the gold". This is without doubt a model of light industry. It has brought a power to the whole stationery industry. While this power is from Guangbo Group's proposing.

In Guangbo Group's President Wang Liping's eyes, excellent enterprise should be good at seeking development strategy in the changeable market economy. The crisis was a strike for Guangbo stationery which over 70% depends on exports. However, it also brought the opportunity to Guangbo for its new products with own brand and independent intellectual property right being cultivated for many years. On one hand, Guangbo seek commercial way of living in the big competition time. On the other hand, create a kind of unique and favourable opportunity proposition.

Who's good at proposing will win. For the ubiquitous change, innovation is an enterprise's  persistent driving force.

On June 16, in the lecture hall of Guangbo new office building. Wang Liping discussed private enterprise opportunity in the crisis with Long Yongtu and hundreds of Zhejiang businessmen by commercial science. He thought, in the course of development, enterprise should never place eyes on the gain and loss, but should concentrate on enterprise's long-term development goals. That is, through forging the enterprise's core competitive ability, reach the final goal.

In fact, with 18-year's developing history, Guangbo has been developing rapidly from constant changing industry innovation. Opportunities are always be prepared to those who are prepared. From the premier color printing packaging to light industry stationery, then to diverse development like new materials , electronic and financial investment, Guangbo used multiple changing elements like cooperation, transformation and restructuring, achieving Guangbo's development.

Seizing the right moment brings up “Los Angeles smile"

“Los Angeles smile" is the new name for Steven, general manager of American Guangbo Company given by friends in 2009. When the cloud of sadness passed over American market, Guangbo confidence gave him “Los Angeles smile".

Hidden behind the smile is also from Guangbo Group's ability of seizing the right moment. In the eyes of many people, when the terrible financial crisis broke out, Wang Liping, being good at seeking situation, thought, this was the best opportunity for Guangbo. Regarding American markets, the company came up with a plan. Through positive seek, unite American famous stationery design marketing company K·GLby marriage. Through partnership, require its design team specifically tailor-made for Guangbo to develop new products suitable for foreign markets.

Capture the advantage of talent resources, by taking direct advantage of "brain trust" to let products adapt to local conditions. After seeing the samples, Staples, large stationery buyer, immediately placed an order for the new products "stone paper " books worthy 0.2 million dollars.

Steven's smile is the epitome of Guangbo confidence. Through establishing R&D center in Europe and America, Guangbo co-opt local people to open up international markets, take the road of sustainable environment-friendly industry development in the crisis, playing a pretty battle for itself. And had mutual supplement and help on technology, sales and design with the surrounding small and medium stationery enterprises, actively helped them get out of the difficulty, realized the win-win situation.

In the winter of facing crisis, Guangbo positively coped with, put forward over wintering  three theories in dealing with the crisis. That is, inspire confidence with winter sunshine theory, promote enterprise competitiveness with grassroots innovation theory, win the initiative with clenching fist attacking theory, let enterprise develop in spite of negative factors.

Wang Liping said, financial crisis must cause China even the world stationery industry face the opportunity of re-reshuffle. Only positively seize opportunity, be good at seeking change, be in the front of the market, with innovation, brand and culture as oars, can guide Chinese stationery industry sailing.

borrowing strength, develop independent brand

How to break out of made-in-China, highlight brand charm in the post-crisis era, which let many Chinese manufacturers expect and frustrate. Believe in the power of brands. This slogan also became 2009 CCTV's hot words.

For many Chinese private enterprises depending on export and focusing on OEM, independent brand dominating international markets seemed to be a dream. Although they are always on the way of striving.

In 2009, Guangbo Group registered new logo “KINBOR” in over 20 countries and regions in Europe and America, becoming the beginning of Guangbo stationery developing high-end brand in the U.S. and European markets.

In fact, Guangbo's such move was done according to the trend in the crisis era. Made-in-China suffering from the brand should not forget the story of exchanging an aircraft with one billion shirts. Ningbo private enterprises which were on the brand developing trying stage all had the profound feeling.

So did Wang Liping. As early as 1995, Wang Liping went to Chicago, America to attend international stationery fair. At the fair, he was surprised to find the price of own products had increased sixfold after being labeled by foreign businessman. It deeply hurt him. Not only because the profit was gained by foreign dealers, but realized the gap between the enterprise and world class. After his return, Wang Liping immediately registered "Guangbo" brand. Besides registered in China, he also successively registered in over 30 countries and regions abroad.

Brand must be supported by excellent technology. In 2007, Guangbo did a big move. Transferred Netherlands workshop into Guangbo, officially hand in hand with Netherlands HENZO company, purchasing its paper products, stationery and album automatic production equipment, and undertook this company's annual expensive high-end album orders. This was also the first time for Guangbo stationery to occupy the U.S. and European markets through partnership.

With Guangbo being more powerful, its intangible assets also attracted the eyes of foreign retailing tycoon. Once a representative from multinational retailing tycoon came to Ningbo, met Wang liping and put forward the idea of purchasing "Guangbo" brand with huge amounts of money. Wang Liping flatly refused. Because he needed to implement more items on brand.

In October, 2005, Guangbo signed with PLA August 1 Tigongdaidui in Beijing. Guangbo was officially named August 1 women's basketball team. Sui Feifei and Chen Nan with Guangbo battle dress, spread Guangbo brand and Guangbo spirit.

After that, honor comes in a continuous stream, like Olympic Games express, China well-known trademark, China famous brand and China export brand. Guangbo moved ahead on the way of brand cultivation.

To develop independent brand, at present, Guangbo has set up marketing companies in America and Hongkong, had 20 general agents or authorized general distributors in Europe, Southeast Asia, North America and Middle East, had very stable cooperation with global stationery suppliers like World's top 500 enterprises STAPLES and Disney.

Seeking potential for the occasion let Guangbo ocean-going

As a brand, the biggest power is having dominant enterprise character and a responsibility of wealth.

Small victory can be by the wisdom,but the large victory always stand by the virtue. As the stationery industry leader, Guangbo Group's commercial spirit and business ethics that showed in the era of crisis, set up a good example for us. In Wang Liping's view, Guangbo's mission is to take own wealth value as a valuable contributor for the society. While it's the important element of keeping enterprise large victory with the virtue.

On April 28, 2009, Wang Liping handed a medal. Guangbo Group was awarded "National May First Labor Award". This was the best affirmation and recognition of an enterprise given by the society. As Wang Liping said, "Winning National May First Labor Award is the greatest compliment to the whole Guangbo people, even a kind of new responsibility and a new power."

In fact, Wang Liping has always been taking wealth responsibility and enterprise character as the key factor of Guangbo's commitment to future development. He pursued the development concept of innovation, human harmony and responsibility.

True love shows in the crisis. On September 21, Guangbo Group donated 10 million yuan to Ningbo Charity Federation as charitable funds for cultural education of Western China, donating scholarship fund regularly to Tibet, Inner Mongolia, Gansu and Sichuan, demonstrating Guangbo unique enterprise character enchantment in action.

Innovation is the foundation for the development of Guangbo. From labelling for others to winning China Famous Brand and China Well-known Trademark, from attending Canton Fair with backpack to over 5000 kinds of products sold well in more than 70 countries and regions in the world, it was innovation than boosted Guangbo fulfilling the great change of industrial scale, brand-globalization and talents globalization.

Harmony with people is Guangbo's source of value. All Guangbo people 's wisdom and hard work in the past 18 years creates today's Guangbo. In recent years, the company has launched ten free services like free further study and free check up, set up eight service platforms like green mailbox and independent innovation award, encouraged whole staff to innovate, developed environment-friendly and intelligent stationery, laid a good foundation for the company's long-term development.

Responsibility is Guangbo's foundation. Since international financial crisis, Guangbo had mutual supplement and help on technology, sales and design with the surrounding small and medium stationery enterprises, actively helped them get out of the difficulty. Led by Guangbo, the 60 accessory production enterprises which signed the cooperation agreement with the company seized the opportunity and had a good development trend. They undertook over 50 series 400 kinds of Guangbo brand comprehensive stationery products, and realized the win-win situation.

At the forum of Zhejiang Chamber of Commerce and summit of Fortune Ningbo (Guangbo), Wang Liping thought, China private enterprises have entered into a brand-new historical period of welcoming distant-water fishing.

Seeking to market economy potential, Guangbo put forward originally "ocean theory", indicated farewell to extensive development, started from the demand of transition, followed the way of sustainable development, welcomed "ocean era" actively, started from the demand of transition, renewed production standard, developed new markets with new products, took the route of sustainable environment-friendly industry development.

Since 2007, Guangbo has launched environmental protection-related products. Not only set up a special environment-friendly products R&D group, having lots of market research and visiting dealers, but travelled to over ten countries like America, Europe, Japan and Korea to visit numerous experts of light industrial stationery.

At present, in the efforts of huge technical team, Guangbo commits itself to developing environment-friendly products according to the overseas market demand. Every day it can develop 30 kinds of new products. To ensure the quality of raw materials, Guangbo formulated strict supply chain of environment-friendly products raw materials, also worked out relevant environmentally-friendly materials purchasing criterion to the upstream and downstream firms, and plan to construct paper recycling plant through various ways, to ensure the stable supply of products' raw materials.

Taking the road of sustainable environment-friendly industry development let Guangbo taste the sweetness. The production cost of these raw materials was 5% lower than traditional wooden paper, while the market price was 5% to 15% higher than common products.

The export growth rate of 2009 Guangbo environment-friendly stationery products was 20 percent higher than common products. Let Guangbo successfully realized the magnificent transformation from selling products to selling technology, in this international financial crisis.

In the future, Guangbo will strive to be the first brand in the field of China stationery and the pioneer of world environment-friendly stationery brand,sailing to that blue sea.

——That's also the future direction of China stationery industry.