The status quo of China's stationery industry is: manufacturing companies are very concentrated in regional distribution, but the market concentration is quite low, and the homogeneity of products is serious. The development trend of the stationery industry: product consumption tends to be individualized; sales tend to be flattened and commerce electronic; the competition mode of the stationery industry will evolve from competition from a single enterprise to competition in the entire supply chain, and manufacturers turn to service providers. 1. Market capacity and structure The market capacity of China's stationery industry (excluding office equipment and furniture) is about 150 billion yuan, or about 21.5 billion U.S. dollars, and the total stationery market is about 250 billion U.S. dollars. The Chinese stationery market accounts for 8.6 of the total stationery market.

In the Chinese stationery market, office consumables accounted for about 4,16 billion yuan, document processing supplies accounted for about 19.5 billion yuan, writing instruments accounted for 10, or about 15 billion yuan, and books and desktop supplies each accounted for 7 yuan. 10.5 billion yuan, of which teaching and student supplies accounted for 9, which is about 13.5 billion yuan. The consumer market for office stationery products in China is mainly concentrated in the coastal economically developed areas, of which about 70 are concentrated in 5 regions of Guangdong, Zhejiang, Jiangsu, Shanghai and Beijing. The specific distribution ratios are 17.5 in Zhejiang, 18 in Jiangsu, 7.80 in Shanghai, 12.50 in Beijing, Tianjin and Hebei, 7.00 in Shandong and Henan, 5.80 in Fujian and Anhui, 5.50 in Hunan, Jiangxi, and Hubei, 4.50 in the three eastern provinces, and 6.90 in other regions. There are 8 million enterprises, 200 million students, and government agencies at all levels. In recent years, China’s stationery market has grown at an average rate of 12 per year. It is expected that China’s stationery market will grow at a rate of 5-10 per year in the future. The prospects of China's stationery consumer market are very broad. 2. Industry Features There are more than 100,000 upstream and downstream enterprises in China's stationery industry chain, including about 43,000 manufacturers and about 30,000 retail terminals. There are very few companies with sales of more than 1 billion yuan, only 5 companies with sales of more than 500 million yuan, about 5 companies with more than 10 million yuan, and about 10 companies above designated size. Of the more than 43,000 stationery manufacturers nationwide, 70 are concentrated in the three regions of Guangdong, Zhejiang and Jiangsu. Chinese stationery manufacturing companies are very concentrated in terms of regional distribution, but the market concentration is quite low. The total annual sales of the top ten companies in the stationery industry are less than 10% of the total market.

In the final analysis, most Chinese stationery companies have the following symptoms:

1. The number of industry enterprises is huge, the region is concentrated, and the market concentration is low

2. The mode of production is not highly mechanized and is a labor-intensive industry with low profit margins.

3. The majority of Chinese stationery enterprises are export processing enterprises, and they have long used OEM to process and realize export sales for overseas enterprises. The added value of products is low, technological innovation and brand awareness are weak.

3. Problems in the industry

1. Homogenization of products, excessive repetitive products, resulting in waste of resources and excessive competition at low levels, resulting in low industry efficiency.

2. Lack of core technology and invention.

3. The manufacturing industry has long centered on OEMs, and lacks technological innovation awareness and brand innovation capabilities.

4. There is no brand with international influence.

4. Industry development trends

1. Consumer trends: product individuation, fashion, multi-functionality, and low-carbonization. In a diversified social environment, consumer demand for stationery products will show individual characteristics. 59 distributors hope to highlight the personalization of their products. More than 60% of the respondents said they like to choose personalized and fashionable stationery. From October 2008 to October 2009, the purchase of environmentally friendly office supplies increased by 63. Among companies with annual sales of more than $1 billion, more than 53 companies would consider office supplies when purchasing environmentally friendly products.

2. Sales model trends: flat channels, electronic commerce

(1) The trend of flat channel flattening is to reduce the level of channels and the number of distributors, and develop more direct sales channels, including direct sales channels to retailers (direct supply to modern retail chains) and direct sales channels to consumers (such as electronic Business, direct sales and direct sales, etc.), the purpose is to strengthen the control of the retail terminal, and to understand more about consumer needs. The salient features of flat sales channels are the direct marketing of channels and the short and wide channels.

(2) E-commerce trend The number of Internet users in China has exceeded 384 million. The current number of online shoppers is 60 million, accounting for only 25 of the Internet users, while the numbers in South Korea and the United States are 57.3 and 66, respectively, indicating that China has a huge and will be more powerful. Amazing online shopping group. From the attributes of channel owners, e-commerce can be divided into three types, namely: retailer e-commerce, manufacturer e-commerce, and online retail (that is, e-commerce operated by an independent third party). Retailer e-commerce: In the past few years, retail companies have tried online sales. Data show that among the top 100 retail companies in China in 2009, 31 have already launched online business, and nearly one-third of them opened in 2009 or early 2010. However, most of these retail companies are at a cautious start-up stage, and their online businesses have not formed a scale and account for a small proportion of overall sales revenue. Manufacturer's e-commerce: Manufacturers have also launched online sales platforms this year, especially in the past two years, showing explosive growth. Online retailer: Online retail is independently owned and operated by a third party online, including B2C and C2C businesses. From 2006 to 2008, the compound annual growth rate of the overall sales scale of China's B2C business is estimated to reach 50, which has become an important sales channel.

(3) Industry trends: competition and cooperation, concentration, and supply chain competition. The phenomenon of competition and cooperation is a natural product of economic development to a certain level, and it is also the final result of competition to a certain degree. Competitive cooperation takes multi-win as the starting point, and builds a powerful new platform through the use of everyone's technology, capital, and channels. It represents the standardization of technological development and market order, and has become a stage of competition in the stationery industry. With the development of the industry, the trend of competition and cooperation intensifies, and the industry is bound to move towards concentration. In the process of industry concentration, there are three major camps that have the possibility of monopolizing the Chinese stationery market. They are international stationery giants, regional stationery chain institutions and leading manufacturers of single products. Each of these three camps has its own advantages, but they all face different challenges. The competition model of the stationery industry will evolve from a single enterprise competition to the entire supply chain competition. Manufacturers will transform to service providers. The development trend of the stationery industry will lead to changes in production methods, increased mechanization, increased enterprise specialization, and increased industry cooperation. Increasingly closer, the inevitable result of this is a change in the competitive landscape. The stationery industry will evolve from competition among numerous small and medium-sized manufacturers to competition among large-scale stationery suppliers and even the entire stationery supply chain. Stationery manufacturers that only focus on a small area will be at a disadvantage in the competition. It is replaced by a few supply chain service providers that can provide a full range of categories, and one-stop service providers will be favored by customers of various formats with their advantages of full categories, one-stop, flatness, zero lead time and low risk. Widely welcome.