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2011-12-15 Views:1549
“Album is still that album, but our Beijing Opera Mask these cultural elements embedded in the product, not only beautiful but unique.”
Before January 1, Xiao He has no time to enjoy this holiday. He’s busy with studying Chinese Beijing opera culture, going to the workshop to understand the technology, communicate "Red China" series with customers. He jokes that now is Chinese and western culture alternate period, because a while ago Christmas products just come to a conclusion. Guangbo’s stationery products that fuse Chinese traditional culture elements like paper-cut, shadow play and Beijing opera mask are so hot.
It is learned that this kind of self-designed cultural products of Guangbo are continuously exported to Europe and America, Southeast Asia these mainstream markets, and are still growing at the speed of 30% in recent three years. This year is expected to account for 40% of the export.
In fact, under the shine of culture development this grand vision, as a culture manufacturing enterprise, Zhejiang province cultural export key enterprise, Ningbo culture development project of 1235 key cultural enterprise, Guangbo has a clear goal, that is, revitalize enterprise with culture, take creative express and create own “culture territory”.
Stationery is the carrier of culture
From the previous single product processing to now self-owned brand, over 5000 specification products export, started with stationery, as early in 2007, Guangbo invested 10 million yuan introducing international advanced fine books automated production line, strive to expand fine books project.
To better into the international market, Guangbo also actively implement the independent brand leading international market, not only registered “Guangbo trademark” in over 50 countries and regions, but registered high-end brand “KINBOR” and “low carbon gens” in 2009, occupy the middle and high-end markets of Guangbo brand in light industry stationery market, vigorously cultivate and develop brand advantage, establish diversified brand pattern that can compete with international stationery giant, develop toward international high-end stationery brand market with self-owned brand and independent innovation.
“Stationery enterprise should integrate manufacture advantage with creative value, and spread culture with this as core competence.” In the eye of Guangbo Group President Wang Liping, stationery is not just the writing tool but a carrier of cultural transmission.
“Manufacture + Creativity” industrial mode
At present, Guangbo’s “Ten Million Project” has begun to take shape. In China, it has already formed the market pattern of 72 first-level distributors with the annual sales over million yuan, 1320 stationery professional secondary wholesalers and 5000 terminal stationery stores.
On condition that having own huge marketing network, logistics and distribution capacity, around the business core of comprehensive stationery, Guangbo actively reach strategic cooperative partnership with domestic anime upstream manufacturer, organically combine traditional stationery with animation derivative product, let own traditional stationery industry fresh vigor and vitality, increase the economic value of cultural creative product.
In 2010, working together with Pleasant Goat and Big Big Wolf, Guangbo caught the animation express. Over 100 kinds of stationery products using pleasant goat anime elements, and directly drive the performance of creative stationery section increased by 20%. With the try water success of joining cultural creative industry, Guangbo has already formally put “manufacture + creativity” industrial mode on the agenda. Recently, cartoon image authorized matter of some overseas lively game is on tight schedule.
From Culture manufacturing to culture creation
“Every year Guangbo invest 5% more than the sales revenue of current year on research and development. Guangbo has an international first-class studio relatively in America, Middle East and Japan, over 100 designers carry out market research facing the world. Guangbo set up integrated work frame and process, from consumption value design, product industrial design, product mold development, package image design to product promotion communication design.
In the view of Wang Liping, the development and innovation of culture not only has the meaning of “industry”, but has the nature of “business”. Only regard stationery industry as cultural industry to cultivate can grasp this new round of development opportunity. He thinks that culture has incomparable allure, while brand provides it with a perfect outbreak channel. To do well in cultural industry, enterprise’s own culture brand must have a charm.
Creativity is the key of Guangbo keeping brand glamour. In order to let Guangbo’s brand have global perspective and achieve cultural fusion, Guangbo has been insisting on means like cooperation and exchange, brand output, strengthen the cooperation and communication with famous stationery brand in each country and region, strengthen own design capability, manufacturing capability and market developing capability. Successively set up three marketing firms in Hongkong, LA, the U.S., and Dubai, lay out over 20 organizations in Belgium, Italy and so on. The set up of these organizations, not only is in charge of sales, but act as professional analyst on cultural habits and cultural trend.
Mohammad Bavazim from the Arab nations said, "what Guangbo differs from other Chinese stationery enterprise is that their stationery meets us, they understand our Muslim culture. We're moved by their design using cultural elements."
In global market, using Chinese traditional culture like Fu culture and paper-cut, Guangbo display own products on shelves of international retail giants such as Wal-Mart, Staples,Disney and Carrefour. Let the customers around the world experience the charm of Guangbo brand. Besides, it's a collective feast of marketing the culture of Guangbo brand.
To input more cultural elements on the brand, Guangbo Group not only always advocate low carbon environmental protection product concept, but by setting up Hope School in Guizhou, donate stationery products and help students in difficulties in Fujian, Gansu and so on.
"Promote cultural industry to be the leading industry of national economy. It is an urgent vision of culture. Let culture become an actual capacity, play the leading role in economic development around the corner." Wang Liping said, what Guangbo doing now is that working hard to change from culture manufacturing to culture creation.
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