This is a small small town, small to not even 20 years ago to produce a clothes tree, now become "China wood hangers production base", more filled of "China wood hangers" throne, just ten years, has completed the broken cocoon into a butterfly luxuriant metamorphosis: the export of Chinese every two wood hangers, one of them come from LiPu, impressive. In this process, we have condensed the painstaking efforts of many departments of the government, and the skilled hands of the industrial and commercial departments have made great contributions. Let's see the wonderful "four-step" composed by the Lipu County Industrial and Commercial Bureau:

I. Creative "Out of Nothing"

Lipu County is a small county that is neither along the border nor along the coast. It has neither regional advantages nor resource advantages, and the forestry resources are even scarcer. For a long time, the wood raw materials used in local furniture and papermaking are basically imported from other places. Until the 1990 s, LiPu don't even produce a wooden hangers, but LiPu person with dare to eat crabs, dares to challenge before others, wisdom and boldness, first opened in October 1993 since guangxi Jin Li wood products co., LTD. ", "wood hangers industry continuously increase and development, from scratch," nothing "in" a ", Gradually developed into the local leading industry. In 2008, Lipu County was awarded the title of "China Clotheshanger Production Base" by China Daily Sundry Products Industry Association. In 2010, it was awarded the title of "China Clotheshanger Capital" by China Light Industry Federation and China Daily Sundry Products Industry Association. In order to race against time and earn the first barrel of gold for enterprises, Lipu County Industrial and Commercial Bureau, with the strong support of the county Party committee and the county government, also broke the convention and dared to adopt the loose policy of "first on board, then pay a supplementary ticket" to release water to raise fish and attract phoenix to build nests, simplifying the registration procedures and lowering the registration threshold to give maximum support. The agency by the enterprise registration department send specialized personnel related certification formalities, all-the-way tracking service enterprises in a short time of the received orders horse, wood hangers enterprises have mushroomed generally come out, and the rise of a large number of logs, plating, grinding, paint, plastic, hardware, tools and other related industries. The company has 151 enterprises producing wooden hangers, more than 30,000 jobs, an annual output of 1,200 kinds of hangers, 2 billion, an annual output value of nearly 3 billion, and a profit and tax payment of nearly 100 million. More than 90% of the products are exported to Europe, America, Southeast Asia and other countries and regions.

II. Gradual trademark strategy

Many wood hanger enterprises in Lipu County have experienced the struggle and pain of extensive development and no independent brand, and finally realized the importance of brand, and reached the trademark strategic consciousness of creating brand, tree brand and protecting brand. Due to the relationship between supply and demand, enterprises are busy making money when they often ignore the brand construction, Lipu County Industrial and Commercial Bureau in the beginning of the establishment of the enterprise to remind, guide the registered trademark to eat a lot of doors shut, some enterprises think that the trademark is dispensable, anyway, the current money to make money, registered trademark is redundant. With the development of enterprises and the increasingly fierce market competition, the life of many enterprises is becoming more and more difficult. The insignificant processing fees are likely to be submerged in every link of the market full of risks. At first, the enterprises receiving orders are simple, primary processing, earning only a meager foundry fee, the processed products let others affix their own trademark logo suddenly changed the price of several times. In this process, the enterprise does not have any pricing power, discourse power, not to mention the control of the terminal market, but also faced with the product is under the pressure of the level and price, greatly controlled by others. Enterprises deeply realize that only by creating their own brand, can they gain more added value of products, can they not be controlled by others, and can they really solve their worries, so as to achieve sustainable development of enterprises. The industry and Commerce Department anticipates the crisis of the enterprise in advance, takes the trouble to come to instruct. Such as "the world guilin qiao household products group co., LTD." is established on the basis of the "beauty of guilin in household products co., LTD.", the Ministry of Commerce and industry according to its enterprise name registered its flagship brand for its design, "the beauty" and "love", is with independent brand one of the few enterprises, under the help of the independent brand enterprise quickly earned more than the others first bucket of gold, We have a head start. Under the strong support and guidance of the industrial and commercial departments, enterprises feel that their brand seems to lack something, so after several twists and turns, an atmosphere, appropriate trademark "qiao world" was born. Enterprises love this trademark, carefully cultivated, consumers seem to have the impulse to buy the product immediately, like thirsty want to drink "Coca-Cola", this is the charm of a good trademark. Lipu County Industrial and Commercial Bureau has guided the enterprise to strive for a famous trademark in Guangxi, and now "Jumei" and "Qiaotianxia" trademarks have been recognized as famous trademarks in Guangxi, and the enterprises that have created their own brands enjoy more autonomy and options in pricing and shipping rights. Consumers often recognize the brand to buy products, when consumers recognize a brand, the operator can appropriately raise the price, this is the value of the brand. Nowadays, many enterprises not only have their own brands, but also have independent export rights, and their output, sales and profits have been greatly improved. Enterprise brand enthusiasm once ignited, the county has a wooden hanger trademark up to 136, some enterprises have a number of registered trademarks formed the old and new trademark brand system, under the efforts of the industrial and commercial departments, the county currently has Guangxi famous trademark 16 mei, in Guangxi most county level. "Yuxiang", "Lilin", "Jumei" and "Qiaotianxia" four wooden clothes hanger trademarks have been included in them, and some famous trademark enterprises are springing to become China's well-known trademarks. Today, the industry and Commerce Department door-to-door hand in hand to guide the implementation of the enterprise trademark strategy, become the most popular people.

Three, ring type threshold height

The success of Lipu wooden hanger enterprise attracted the attention and enthusiasm of other foreign enterprises and capital, and some of them also followed the trend to produce wooden hanger, but ultimately it could not become a climate. However, the enterprises of Lipu County Industrial and Commercial Bureau felt the pulse of the crisis and calmly responded to it in advance: One is to guide the enterprise products to constantly bring forth the new, to the "deep" development, do not leave the product blank, do not let other foreign enterprises have the opportunity to take advantage of, conditions to the integration, diversified development, as far as possible so that each link is not controlled by others, so as to competitors far behind. Such as qiao world is famous for its complete and numerous products, and has developed more than 200 new varieties covering all kinds of wood, plastic, injection molding, cloth wrapping, flannelette, weaving, bamboo, alloy, iron, rattan, folding, shrinking, special, multi-function, etc. New varieties have also created a desire to buy old users, products in short supply. In the words of Li Minqiu, a leading figure of the enterprise, "If we can't do it, we will plan for the development of the enterprise in the next 10 years." The products should always climb to the peak and compete for the first place. We should firmly grasp the vindicator of the industry development and lead the industry development. 2 it is to guide enterprises to create industry standards system, a product if there is no standard is like a person without backbone and direction, is not conducive to enterprise sustainable development for a long time, it will lead to enterprise selfish departmentalism "ensemble, have" disorderly development and deviate from the correct direction, thereby increasing product development costs. No rules, no standards means you can mess around, and it may end up killing an industry. Lipu county abundant auspicious, Lin, guest xi, qiao world, Mao Jia several relatively strong wood hangers enterprises have been looking at and thinking about the problem, after getting the support from the relevant departments, by these enterprises are responsible for the drafting of related hanger industry standards, and in 2010 passed the wood hangers industry standards, in 2012 passed the standard plastic hangers, Other standards for hangers are also being drafted. It is not hard to imagine that if the standard "follow me, follow me", it is an invisible and insurmountable "fence" to other competitors. Three is to guide the enterprises set up wood hangers enterprises association, the coordination of the major problems in the process of enterprise development, internal as well as competitors, foreign partners, family, survival, and, with major financial institutions to maintain long-term good relations of cooperation and try to establish capital alliance, to achieve the smooth and efficient allocation of resources, capital. Four is to guide and control raw materials, with more than 200 timber production bases at home and abroad to establish a long-term supply and demand relationship, basically monopolized the large timber raw materials market, so that other because of the inability to buy enough raw materials, unable to form a scale advantage of the field of new "intruder" to stop, hope.

Four, even vertical type of strong alliance

"A single wood does not make a boat, and a flower does not make a spring." Wood hanger enterprises in Lipu County have gained scale advantages from the quantity, but they are not superior from the resources, capital, cost control and integration. Because the competition was not fierce at the beginning of their business in the 1990s, everyone had a mouth to eat, but they were also peaceful. Due to the "profit seeking" nature of capital and the low technical threshold of wooden clothes hangers, the success of wooden clothes hangers in Lipu today is likely to be copied or replaced by the financial and resource advantages of other places. Lipu County Industrial and Commercial Bureau to take precautions, guide enterprises to the group forward: one is to avoid repeated and shuddily made, small and medium-sized enterprises have the intention to join the branches of large enterprises, subsidiaries. Second, enterprises with strength can set up wood hanger enterprise groups, which can purchase and merge some small and medium-sized enterprises. At present, the county has registered and established "Guilin Qiaotianxia Household Products Group Co., Ltd." and "Guilin Sifang Clothing Hanger Group Co., Ltd.", which have become the flagships of wooden clothes hanger enterprises. The "guilin sifang hangers group co., LTD." is by LiPu forestry industry co., LTD., LiPu huahai household products co., LTD., LiPu earth wood industry co., LTD., the paint industry co., LTD. Four hangers industry leading enterprise integration, restructuring and become big hangers group in September 2012, acquisition of guilin wanfeng metal products co., LTD. After the integration, the sales volume of the group company reaches RMB 220 million, the fixed assets reach 130 million, the employees are 2000 people, the factory area is 100,000 square meters, the annual tax revenue is about 18 million, the productivity accounts for 1/3 of the whole county. Third, to set up a large storage and logistics center to exchange information and share resources, such as joint procurement and delivery, in order to save procurement and transportation costs. Fourth, deepening cooperation in multilateral efforts, lipu county in 2012 also won the "lipu county national foreign trade transformation and upgrading vocational demonstrative base (base hangers)" title, companies made a self-manufactured products, also actively by the target market with traditional and old customers to maintain and deepen cooperation, constantly develop new markets, multi-pronged, forever let wood hangers LiPu its capital, Shine.