[Office Partner Information Center] As a fast-moving consumer goods, office stationery cannot enter the appropriate retail channels. Not only can brands not be established, it is difficult for enterprises to achieve continuous development. Enterprises have expanded their channels, marking that the office stationery market has moved toward the era of “the terminal is kingâ€.
According to the National Industrial Research Center, the market size of children aged 0-12 years in China has reached 1.32 trillion yuan in 2012, and the children's market will still maintain a high growth rate of around 15% in recent years. By 2015, the children's market may It will reach a scale of 2 trillion yuan. With the implementation of the national urbanization policy, the quality of people's lives has improved, and more and more parents have higher quality requirements and a greater demand for student stationery.
In the terminal market, the student stationery market presents an international brand “oligopolyâ€, especially in first- and second-tier cities. At present, there are only a handful of local brands that can be called national brands, and most domestic brands are only squatting. Regional markets are either seeking national markets.
In fact, most of the current international big-name product positioning is aimed at the mid-to-high-end market. In response to this situation, office stationery manufacturers can open up this market for the needs of low-end and mid-range families, because most of the households in China are currently in the middle-end income. After all, high-end and low-end are a minority, so the low-end market has great potential, and its economic benefits will be huge. Chinese office stationery manufacturers should focus on channel sinking and brand rise, and office stationery brands should not limit their eyes. First- and second-tier cities, third- and fourth-tier cities and township markets are also vast.
At present, the retail terminals of the student stationery market include department stores, local supermarket chains, specialty stores, wholesale markets, e-commerce, etc. It can be said that in the era of “terminal is kingâ€, channel construction has brought a revolution to the office supplies industry. The aspect is how the brand chooses the right channel, and on the other hand, how the terminal chooses the right brand. This may be the key to the continued development of stationery products.
A store often has multiple brands competing at the same time, terminal resources are scarce, and human resources are heavily invested. Shangchao and department store have a large sales volume and stable sales. The Shangchao system has great temptation for local brands, but the competition situation is also the most severe. In addition, in some large supermarket chains, brands not only have to bear various expenses, but also bear During the accounting period, the risk of the sales task being cleared has not been completed, and the e-commerce platform has been recognized in developed first- and second-tier cities.
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Century Stationery Network
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