China Stationery Industry,Seize the Opportunity to Occupy the Market
A. The current situation of China’s stationery industry
1. Market capacity and structure
China stationery industry (excluding office equipment and furniture) market capacity of about 150 billion yuan, or about $ 21.5 billion, the total global stationery market of about $ 250 billion, the Chinese stationery market accounted for 8.6% of the total domestic and foreign stationery market.
China’s stationery market, office supplies accounted for 41%, about $ 9.5 billion, document processing supplies accounted for 13%, about $ 3 billion, writing tools accounted for 10%, about $ 2.3 billion, books and desktop supplies each accounted for 7%, both $ 1.6 billion, teaching and student supplies accounted for 9%, about $ 2.1 billion.
China’s office stationery products consumption market is mainly concentrated in economically developed coastal areas, of which about 70% is concentrated in Guangdong, Zhejiang, Jiangsu, Shanghai, Beijing five regions. The specific distribution ratio of Zhejiang accounted for 17.5%, Jiangsu accounted for 18%, Shanghai accounted for 7.80%, Beijing, Tianjin, Hebei region accounted for 12.50%, Shandong, Henan accounted for 7.00%, Fujian, Anhui accounted for 5.80%, Hunan, Jiangxi, Hubei region accounted for 5.50%, the eastern provinces accounted for 4.50%, other regions accounted for 6.90%.
With 8 million enterprises, 200 million students and government agencies at all levels and other large consumer groups, the Chinese stationery market in recent years at an average annual rate of 12% rapid growth. It is expected that in future years the Chinese stationery market will grow at an annual rate of 5%-10%, the Chinese stationery consumer market has a very broad prospect.
2. China stationery industry characteristics
(1) the industry has a large number of enterprises, production areas are concentrated but the market is scattered
China’s stationery industry chain of upstream and downstream enterprises have as many as more than 100,000, of which about 43,000 manufacturers, about 30,000 suppliers, about 30,000 sales terminals. Sales volume of more than $ 150 million few enterprises, more than $ 0.8 billion only 5 enterprises, more than 10 million accounted for about 5%. Enterprises above the scale accounted for about 10%. Provinces and cities more than 43,000 stationery production enterprises, 70% of the concentration in Guangdong, Zhejiang, Jiangsu three regions.
Chinese stationery manufacturing enterprises in the regional distribution is very concentrated, but the market concentration is quite low. Stationery industry sales of the top ten enterprises in the total annual sales of less than 10% of the total market.
(2) The mechanization of production is not high, which is a labor-intensive industry.
(3) Chinese stationery enterprises are mostly export processing enterprises. Long-term OEM labeling for overseas enterprises to process and achieve export sales, low value-added products, technological innovation and brand awareness is weak.
3. Problems in China’s stationery industry
(1) product homogenization, too many duplicate products resulting in waste of resources and excessive competition at a low level, low industry efficiency.
(2) The lack of core technology and inventions.
(3) Chinese stationery manufacturing industry for a long time to OEM as the core, the lack of technological innovation awareness and brand innovation capabilities, resulting in a very low level of enterprise socialization and marketization.
(4) No brand with domestic and international influence is generated.
B.the development trend of China’s stationery industry
1. Consumer trends: product personalization, fashion, multi-functional, low-carbon
In a diversified social environment, consumer demand for stationery products will show personalized characteristics. According to the results of a German business research institute on the promotional market, 59% of distributors want to highlight the personalization of products. Recent market surveys show that a good deal more than 60% of respondents said they like to choose personalized, fashionable stationery.
With the government’s increased requirements for environmental protection, energy conservation and emission reduction of mandatory regulations, consumers are more concerned about the environment. Green has become the trend. According to Greener World’s survey, in 2009, despite the U.S. economic downturn, but the purchase of environmentally friendly products is still on the rise, with environmentally friendly office supplies leading the growth in the purchase of environmentally friendly products. 63%. Among companies with annual sales of more than $1 billion, more than 53 percent of companies consider office supplies when purchasing environmentally friendly products.
2. Sales model trends: channel flattening, business e-commerce
The future direction of stationery business channel development can be summarized as flattening and e-commerce two main directions.
(1) The trend of channel flattening
Flattening in business is to reduce the number of channel layers and dealers, the development of more direct sales channels, including direct sales channels to less sellers (direct supply to modern less sales chain) and direct sales channels to consumers (such as e-commerce, direct stores and direct sales, etc.), the purpose is to strengthen the control of less sales terminal, more understanding of consumer demand.
Flattening sales channels significant features, one is the channel direct; second is the channel short and wide.
The reasons for the trend of flattening sales channels are determined by the shortcomings of the traditional channel model and the advantages of the new channel model.
(2) E-commerce trends
The number of Chinese Internet users has exceeded 384 million, and the existing number of online shoppers is 60 million, accounting for only 25% of Internet users, while the figures in South Korea and the United States are 57.3% and 66% respectively, signaling that China has a huge and will be more amazing online shopping group.
In terms of channel owner attributes, e-commerce can be divided into three types, namely: seller e-commerce, manufacturer e-commerce, and online sales (i.e., e-commerce operated by independent third parties).
E-commerce for sellers: In the past few years, sales companies have started to experiment with online sales. Data show that among the top 100 companies in China in 2009, 31 have launched online business, and nearly one-third of them were opened in 2009 or early 2010. However, most of these sales companies are in a cautious start-up phase, and the online business has not formed a scale and accounts for a small percentage of overall sales revenue.
Manufacturer e-commerce: Manufacturers have also launched online sales platforms this year, and sales have exploded in the last two years.
Online sellers: Online sales are independently owned and operated by third parties online, including B2C and C2C businesses. From 2006 to 2008, the overall sales size of B2C businesses in China grew at an estimated CAGR of 50%, and this has become an important sales channel.
(3) Industry trends: competition, concentration and supply chain competition
“Competition and cooperation” is a natural product of economic development to a certain extent. “Competition and cooperation” to multi-win as the starting point, by using everyone’s technology, capital, channels together to build a strong new platform. It represents the development of technology, the standardization of market order requirements, has become a stationery industry competition to build a careful stage.
With the development of the industry, the trend of competition and cooperation intensified, the industry is bound to move toward concentration. I believe that in the process of industry concentration, there are three camps have the possibility of monopolizing the Chinese stationery market, they are domestic and foreign stationery giants, regional stationery chain institutions and single product manufacturers. These three camps have their own advantages, but also face different challenges.
Stationery industry competition model will evolve from the competition of a single enterprise to the entire supply chain competition. Manufacturers to service providers, the development trend of the stationery industry will lead to a change in the mode of production, mechanization, increased entrepreneurship, as well as industry cooperation more and more regional close. The inevitable result of this is a change in the competitive landscape. Stationery industry will evolve from the competition between countless small and medium-sized manufacturers to the competition between large stationery suppliers or even the entire stationery supply chain, and only focus on a tiny area of stationery manufacturers will be at a competitive disadvantage, will be replaced by a few supply chain service providers to provide a full range of products, and one-stop service providers with its full range, one-stop, flat, less delivery and low risk, etc., will The one-stop service provider will be widely welcomed by customers of various industries.
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