How to break through the dilemma of paperless office in stationery industry

There is no doubt that the global epidemic has increased the costs of manufacturing exports. The gradual implementation of paperless office in recent years has had a great impact on the traditional stationery industry. According to customs data, in 2020, China's stationery imports amounted to 2.957 billion yuan and exports reached 35.08 billion yuan, a year-on-year decrease of 14.34%. The decline of foreign trade export volume leads to the overstock of product inventory, which has a direct impact on the capital chain of stationery enterprises. The increase of online classes during the epidemic also directly led to the decline of domestic stationery demand to a certain extent. However, in terms of per capita stationery consumption, China's stationery industry still has great room for development. According to the analysis of the competitive situation of China's stationery industry, at present, the scale of China's stationery market exceeds 150 billion yuan. China's per capita consumption of stationery is about 105 yuan / year, while the global average per capita consumption level is about 240 yuan / year.


How to reasonably stimulate the stationery consumption potential of the stationery industry and break through the "encirclement" of the epidemic and paperless office is a problem that every practitioner must think about. The author believes that mastering key technologies and promoting the development of high-end, customized and personalized products are a powerful starting point for breaking the situation of stationery industry.


In the long run, mastering key technologies is the only way for the stationery industry to achieve high-quality and sustainable development. Although stationery products are small in size and simple in structure, some accessories involve precision manufacturing, which is difficult to develop, and such parts can often greatly improve consumers' use experience and product quality. Previously, a domestic neutral ball point pen may be made in Switzerland, the ink is made in Japan, and the appearance patent is made in Germany. It is not so much made in China as OEM assembly. The author learned that after the launch of neutral pen ink with completely independent intellectual property rights in China, the price of Japanese ink decreased from 175000 yuan per ton to 55000 yuan per ton, which significantly reduced the production cost, provided more profits and laid a foundation for the further development of enterprises.


At the same time, domestic stationery brands should also create customized and personalized products, give full play to the advantages of joint branding, create popular products with popular culture and classic IP, and stimulate the purchase intention of potential consumers. With the continuous growth of consumers' demand for added value of stationery, stationery has become an important carrier of creativity, personality and popular culture. It can be seen on the official website of a well-known stationery brand that the brand provides customized services such as laser engraving, and has launched joint products with dozens of well-known IPS such as the Forbidden City, the British Museum and the pirate king. According to incomplete statistics, only the monthly sales volume of the Imperial Palace co branded pen on the single front-line platform has exceeded 7000.

In addition, building a stronger brand is also a "ingenuity". In the discussion of "what can be called artifact stationery recommendations" on Zhihu, some Japanese brands appeared frequently. It is not difficult to see that compared with domestic brands, Japanese brands pay more attention to the shaping of brand power, which makes them more attractive to consumers. Through reasonable product positioning and marketing promotion, emerging brands improve brand awareness and shape brand strength. Old leading enterprises optimize market segmentation, consolidate established brand advantages and add icing on the cake to brand development.


Of course, customized development or brand building is only a "breakthrough" means, which can not be regarded as a trump card. The ultimate goal of customized and personalized development is to improve the product use experience and better meet the needs of consumers. All this is based on the product quality of "absolute hard core".


Source: Pengbai news