five development directions of China stationery market in the future

2116-15-15

The stationery industry is the fastest and most perfect one in China's light industry. The capacity of China stationery market has exceeded RMB 111 billion, and the development pace of the stationery market in recent years is above 11%. With the development of domestic economy and the improvement of the purchasing power of the Group, the development of the stationery industry will be further accelerated. Many large foreign stationery manufacturers and distributors have stopped in the domestic market one after another, which is precisely because they have taken a fancy to the broad consumer market prospect of China stationery.

development direction of stationery industry

If the development of stationery industry is divided into primary stage, competitive stage and mature stage, the stationery industry has entered the post-competitive stage, that is, it has gradually entered the brand era, and the competition mode of stationery industry has changed from single price competition to multi-faceted brand competition in service, management and shopping environment. Faced with a wide variety of stationery products, consumers have more and more choices, and the influx of foreign competitors will make the competitive pressure of the whole market constantly strengthen, and the competition in the future will be more cruel.

At present, the market development of stationery industry is highlighting five characteristics:

First, the market potential is great and the purchasing power is increased. There are about 91 million primary and secondary school students, 41 million college students, 5 million adult students and 34 million leaders of enterprises and institutions in China. With the development of society, it is required to further enhance the cultural and educational quality of the people, and the investment in education has increased substantially, so the stationery industry has a very broad consumer market.

second, the diversified and multi-level consumption structure of stationery has been formed, and it is developing towards high-grade products.

third, with the development of computer network technology, new changes have taken place in the traditional way of working and studying.

fourth, in terms of commodity circulation, foreign-funded enterprises have entered the wholesale and retail industry, such as Wal-Mart and Lotus, and have a strong development momentum in e-commerce. Last year, the opening of "an international office supplies flagship store chain enterprise" in Shanghai intensified the brand flagship competition in the industry.

5. Government procurement has expanded from trial operation to universal behavior, and high-value office supplies such as photocopiers and fax machines will soon be included in the scope of government procurement, and ordinary office supplies will gradually be included in the scope of government procurement.

With the maturity of stationery stores and specialized markets, the influence of the wholesale market is gradually decreasing. This requires that the management level and service connotation of operators should be extended to the top, and the middle and high-grade products with brands as the mainstay will become the mainstream of consumption. In addition, with the enhancement of people's awareness of environmental protection, non-toxic and stationery products made of recycled materials will also become the mainstream of consumption.

The development barrier of stationery industry

As a light industrial product rising rapidly in China, stationery industry is playing an increasingly important role in the international market. Every year, there are no fewer than 1,111 domestic stationery enterprises participating in international and domestic stationery industry exhibitions or light industrial products exhibitions, and the stationery industry made in China is being presented to the world in a gorgeous and colorful manner. According to statistics, there are nearly 5,111 professional stationery production enterprises in China, about 3,111 professional office stationery production enterprises, and about 11% of enterprises have annual sales of more than RMB 11 million. Traditional office and related stationery are still the key to the development of domestic stationery enterprises. The reason is that the domestic economic level is still relatively low, the labor force is cheap, and the competitiveness is weak. Traditional stationery still has a huge consumer market, which is also the soil on which traditional office stationery depends.

However, in the process of industrial development, domestic stationery inevitably follows a vicious circle of competition, lacking clear and orderly norms, single product line, low-price competition, serious waste of resources, etc., all of which have become barriers to the development of the current stationery industry, seriously restricting and hindering the healthy development of new domestic stationery brands.

It is mainly manifested in the following aspects:

First, the product structure is single and the scale is small

Because of the wide coverage, low technical content, extremely low entry threshold, quick results with little investment, huge demand market and other characteristics of the stationery industry, many small and medium-sized enterprises have invested in the stationery industry one after another, and they are not limited to relatively large stationery industries such as notebooks, pens, photo albums, filing cabinets, and even About 41% of domestic enterprises have assets of less than 5 million yuan, and many enterprises only have a single product, so it is difficult to develop two or more, which seriously restricts the professional and brand operation of stationery industry.

Second, OEM cooperation lacks brand-led industries

Needless to say, at present, most stationery enterprises in China are still doing OEM processing and manufacturing, that is, they just process and produce finished products and OEM stationery products of other brands. This mode of production is necessary in the early stage of the development of the stationery industry, and it is the most effective way to accumulate capital and experience. However, it is now the time when the stationery industry has emerged as a "big fish eat small fish". If it is only positioned in simple processing and manufacturing, it will probably disappear or be annexed soon. In 1996, when the author went to Germany to attend an exhibition of stationery products, he was surprised to find that the album we produced was labeled with other brands, and its price was more than 311% higher than that of our original processing and production, which touched us a lot. After returning, we immediately registered the "Guangbo" trademark. Last year, a large stationery enterprise in Europe wanted to buy the brand "Guangbo" for millions of yuan, but it was rebuffed by the author, because the author knew that Guangbo brand meant not only millions of yuan, but also a "passport" for the long-term survival and development of an enterprise.

Third, vicious competition without industry norms

At present, there is no official real stationery industry association in China, which leads to the disorderly competition in the stationery industry to a certain extent, and the lack of constraints is just going its own way. At present, many private economies in China can register companies for stationery production at a price of several hundred thousand yuan, and they compete viciously at ultra-low prices, and even the phenomenon of shoddy goods and fake goods are often occurred. Some small enterprises even sell notebooks, books and other products processed at trade fairs at a price lower than that of waste paper, which seriously affects and restricts the pace of branded operation of domestic stationery in the international market. It is reported that Ningbo is now planning to establish a stationery industry association, which will play a key role in guiding Ningbo stationery industry base to a certain extent.

Fourth, the pan-internationalization culture of the stationery industry

Nowadays, most enterprises in the stationery industry are linked to the international market, so there are many slogans of "going abroad". But what is the truth? As we all know, the stationery industry is a low-cost, low-tech light industry. Only by relying on the brand operation with high added value can enterprises maximize profits, so this is also the first choice for many domestic stationery enterprises to become the OEM of international stationery brands. Therefore, the internationalization of the domestic stationery industry "going abroad" is a pan-international culture.

before China's entry into the WTO, large and medium-sized domestic enterprises were exclaiming that "the wolf is coming", but one year's practice shows that "the wolf" is not as terrible as expected. However, on a certain aspect, the opening of the tariff gate is not just a "wolf coming" shock, but a flood, which the stationery industry can deeply understand in more than a year's practice. Because only the flood can make many domestic stationery enterprises soar and soar, and dozens of well-known domestic stationery enterprises have all experienced the baptism of the international market, but it still needs a process to truly go international.

Brand Breakthrough in Stationery Industry

Economists believe that the most essential change of China's economy in 2112 is that as the largest emerging market country in the world, China's economic and social transformation is accelerating and the role of market forces is becoming increasingly powerful. This adds a lot of color to the increasingly prominent symbol of "Made in China".

Under the pattern of global economic integration, capital always flows to countries and regions with low production costs. Last year, China surpassed the United States and became the country attracting the most foreign direct investment. American multinational companies have moved their factories to China, which makes American small and medium-sized enterprises feel the crisis. According to John Bowery, a Baltimore carton manufacturer, not long ago, one of the company's biggest customers moved his factory to China. Without this customer, his annual sales of $11 million suddenly decreased by 31%. To be sure, China is different now. In the final analysis, China and international globalization are two-way. Europeans and even Americans used to emphasize that China people should adjust to globalization, but now Americans themselves are facing the challenge of globalization. Therefore, this is both an opportunity and a challenge for many China enterprises. If we don't grasp this opportunity, we will lose a lot. If you don't meet this challenge, you will only be eliminated.

Therefore, as a domestic stationery industry, we should actively approach the international market and make efforts to break through the branding of China stationery.

First, build a stationery industry circle

Looking at China, stationery enterprises all over the country have basically formed two major industrial circles, namely, the Yangtze River Delta represented by Ningbo and the Pearl River Delta represented by Shantou, after years of big waves. Ningbo has well-known domestic and international stationery enterprises such as Guangbo, Deli, Binbin and Beifa, and Shantou has well-known brand enterprises such as Qi Xin and Yafu. However, when we see these two industrial circles, we should also see small stationery production enterprises that are mixed in these two industrial circles or outside them. They don't even have brands, environmental protection measures or are completely hand-processed. How to accommodate these stationery industries into one, two or more large industrial circles, and form an alliance and collectivization of stationery industries, so that they can develop and progress together, compete with large international stationery flagship stores, and gain more labor benefits and manufacturing profits.

the stationery industry also has many related industrial chains, such as paper stationery, which not only needs raw materials with good quality and low cost including transportation, but also needs to establish a complete industrial chain of printing and packaging. Guangbo stationery was made of color printing and packaging before it really started to produce stationery industry, so making paper stationery is just a derivative.

To sum up, building a stationery industry circle under the global economy is the key to the flagship development and brand development of China stationery industry.

Second, formulate industry norms and build a network consortium

Although some enterprises in China only limit "Made in China" to interfaces such as OEM or ODM, some entrepreneurs with macro ideas of global economic development are still actively seeking to shape their own brands in order to try to get rid of the constraints of being attached to the processing or semi-processing industrial chain.

The author thinks that the stationery industry in China is mostly private economy or joint venture, which is deficient in scale and specialization. Therefore, by formulating industry norms and building a network consortium, we can not only protect intellectual property rights and avoid vicious competition, but also build the flagship development of stationery through reasonable division of labor and interest collocation. The model of "American flagship, one store for all" can also be replaced by the domestic stationery network consortium. Of course, this is just an idea, but we can at least construct multi-level cooperation. Some time ago, when Guangbo Group took orders to make more than 12 million notebooks for Iraqi students, it was cooperating with other stationery enterprises such as schoolbags and ballpoint pens, and a complete set of student supplies was imported into Iraq when going through customs. In this way, to a certain extent, the series of stationery are completely matched, and the overall ability of domestic stationery to participate in competition is also strengthened.

Third, the globalization of brand culture

When it comes to economic globalization, some people say that it is the globalization of trade and capital, which are actually superficial. The root cause is the adjustment of global economic structure. If we don't master this global economic structure adjustment, we will miss the opportunity. Only when we put the connotation of corporate culture in the adjustment of global economic structure, and make the enterprise mechanism and industrial structure constantly adjusted, can we make the brand global. KFC's business in the world is not simple catering, but an advocacy and mainstream catering culture. Limited by the nature of the stationery industry, the development of the stationery industry can only be "brand+market+quality".

Domestic stationery enterprises are facing many pressures, not only from the vicious competition of low prices of domestic stationery counterparts, but also from the impact of the continuous infiltration of international capital in the past two years. For example, OFFICE1 and Spuma have got ahead of others and opened their own chain stores in Shanghai and Guangzhou respectively. The development trend of economic globalization requires China stationery enterprises to choose their position in the new economic structure from the perspective of world division of labor and comparative cost advantage. The comparative advantages of China are the increasingly mature processing capacity and a large number of cheap labor force in traditional industries, as well as the mature and advanced management capacity that adapts to productivity.

to do a good job in the global management of stationery industry brands, we must do a good job in the global infiltration of the cultural connotation of stationery brands themselves. This infiltration is not "takenism" or simple "bookishness", but a real cultural integration and infiltration. This is just like when multinational groups enter the domestic market, they need a running-in period to gradually penetrate, and the marketing models of KFC and others are unified through persistence and flexibility.

In p>1997, Guangbo Stationery, which has highlighted its brand advantages, seized the inevitable close trade contact after the return of Hong Kong, and previously established Guangbo Enterprise Asia (Hong Kong) Co., Ltd. in Hong Kong, radiating the Southeast Asian consumer market community represented by Xinmatai. The Middle East is the world's largest oil production base and one of the main distribution bases of stationery consumption in the world. It is basically a paradise for Arabs, so there are different cultural trends in stationery consumption from other countries and regions. In 1999, Guangbo Group established a company in Dubai, United Arab Emirates, which laid a good foundation for Guangbo Stationery to develop in the Middle East. In the first half of 2113, Guangbo seized the opportunity of post-war reconstruction in Iraq, and the orders received increased by more than 321% compared with the same period last year. The United States is one of the largest stationery consuming countries in the world. In 2111, the establishment of Guangbo America Co., Ltd. set sail for Guangbo stationery to enter the American market in an all-round way.

through the comprehensive and successful infiltration of brands, talents and culture, we believe that creating a brand culture globalization is the most important thing for stationery enterprises to devote themselves to international development.

IV. Internationalization competition and cooperation between "going out" and "bringing in"

To make stationery enterprises bigger, stronger and more sophisticated, professional and differentiated design and production will be the leading factors for long-term development. However, how to compete and cooperate with international stationery manufacturers and buyers needs to learn from and explore a more perfect development path.

Thinking determines thinking, and thinking determines the way out. The way out for stationery industry is to combine "going out" and "please come in" closely on the basis of consolidating the traditional foundation, concentrate all kinds of resources to be pragmatic and enterprising, find and support their comparative advantages and development space with all their efforts, introduce external sources and bring in internal sources, complement each other's advantages, strengthen alliances, and achieve low-cost expansion with competitors.

a basic basis for our industrial development decision is to look at the problem from the perspective of globalization. To choose an industry and invest in a project, we should first start from the international and domestic markets.