Текущая ситуация в канцелярской промышленности Китая заключается в том, что производственные предприятия сильно сосредоточены в региональном распределении.

The current situation of China's stationery industry is that manufacturing enterprises are highly concentrated in regional distribution, but the market concentration is quite low, and product homogenization is severe. The development trend of the stationery industry: product consumption tends to be personalized; Sales tend towards flat channels and electronic commerce; The competition mode of the stationery industry will evolve from competition among a single enterprise to competition across the entire supply chain, with manufacturers shifting towards 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, approximately 21.5 billion US dollars, and the total global stationery market is about 250 billion US dollars. The Chinese stationery market accounts for 8.6% of the total global stationery market.
In the Chinese stationery market, office consumables account for 41%, about 61.5 billion yuan, document processing supplies account for 13%, about 19.5 billion yuan, writing tools account for 10%, about 15 billion yuan, textbooks and desktop supplies each account for 7%, both of which are 10.5 billion yuan, and teaching and student supplies account for 9%, about 13.5 billion yuan.
The consumer market for office stationery products in China is mainly concentrated in economically developed coastal areas, with about 70% concentrated in five regions: Guangdong, Zhejiang, Jiangsu, Shanghai, and Beijing. The specific distribution ratio is 17.5% in Zhejiang, 18% in Jiangsu, 7.80% in Shanghai, 12.50% in Beijing, Tianjin, and Hebei regions, 7.00% in Shandong and Henan, 5.80% in Fujian and Anhui, 5.50% in Hunan, Jiangxi, and Hubei regions, 4.50% in the three eastern provinces, and 6.90% in other regions.
There are a huge consumer group consisting of 8 million enterprises, 200 million students, and government agencies at all levels. In recent years, the Chinese stationery market has grown rapidly at an average annual rate of 12%. It is expected that the Chinese stationery market will grow at a rate of 5% -10% annually in the future, and the prospects for the Chinese stationery consumption market are very broad.
2、 Industry characteristics
There are over 100000 upstream and downstream enterprises in China's stationery industry chain, including approximately 43000 manufacturers, 30000 suppliers, and approximately 30000 retail terminals. There are very few enterprises with sales exceeding 1 billion yuan, only 5 enterprises with sales exceeding 500 million yuan, about 5% with sales exceeding 10 million yuan, and about 10% with sales exceeding a certain scale. Among the more than 43000 stationery production enterprises nationwide, 70% are concentrated in three regions: Guangdong, Zhejiang, and Jiangsu.
Chinese stationery manufacturing enterprises are highly concentrated in terms of regional distribution, but the market concentration is quite low. The annual sales revenue of the top ten companies in the stationery industry is less than 10% of the total market value.
Ultimately, most Chinese stationery companies have the following symptoms:
1. There are a large number of industry enterprises, concentrated in different regions, and low market concentration
2. The mechanization level of production methods is not high, and it belongs to labor-intensive industries with low industry profit margins.
3. Chinese stationery enterprises are mostly export-oriented processing enterprises, which have been processing and exporting products to overseas enterprises through OEM and OEM branding for a long time. The added value of their products is low, and their technological innovation and brand awareness are weak.
3、 Problems within the industry
1. Product homogenization and excessive duplication of products result in resource waste and low-level excessive competition, leading to low industry efficiency.
2. Lack of core technology and invention.
3. The manufacturing industry has long been centered around OEM, lacking technological innovation awareness and brand innovation capabilities.
4. No internationally influential brand has been produced.
4、 Industry Development Trends
1. Consumer Trends: Product Personalization, Fashionable, Multifunctional, Low Carbon
In a diversified social environment, consumers' demand for stationery products will exhibit personalized characteristics. 59% of distributors hope to highlight the personalization of their products. More than 60% of the respondents expressed a preference for choosing 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 exceeding $1 billion, more than 53% consider office supplies when purchasing environmentally friendly products.
2. Sales Model Trends: Flattening of Channels, E-commerce
(1) The trend of channel flattening
Flattening means reducing channel hierarchy and the number of distributors, developing more direct sales channels, including direct sales channels to retailers (direct supply to modern retail chains) and direct sales channels to consumers (such as e-commerce, direct stores, and direct sales), with the aim of strengthening control over retail terminals and gaining a better understanding of consumer needs.
The most prominent feature of flat sales channels is the direct operation of channels; The second is the shortening and widening of channels.
(2) E-commerce Trends
The number of Chinese netizens has exceeded 384 million, and the current number of online shoppers is 60 million, accounting for only 25% of netizens, while in South Korea and the United States, this number is 57.3% and 66% respectively, indicating that China has a huge and even more astonishing online shopping group.
From the perspective of channel owner attributes, e-commerce can be divided into three types: retailer e-commerce, manufacturer e-commerce, and online retail (i.e. independent third-party operated e-commerce).
Retail e-commerce: In the past few years, retail companies have been experimenting with online sales. Data shows that among the top 100 retail enterprises in China in 2009, 31 have already started online business, with nearly one-third of them opening in 2009 or early 2010. However, most of these retail enterprises are in a cautious initial stage, and their online business has not yet formed a scale, accounting for a small proportion of overall sales revenue.
Manufacturer e-commerce: Manufacturers have also launched online sales platforms this year, especially with explosive growth in the past two years.
Online retailers: Online retail is independently owned and operated by third parties online, including B2C and C2C businesses. The annual compound growth rate of the overall sales scale of B2C business in China from 2006 to 2008 is estimated to be 50%, making it an important sales channel.
(3) Industry Trends: Competition, Concentration, Supply Chain Competition
The phenomenon of competition and cooperation is a natural product of economic development to a certain extent, and it is also the ultimate result of competition to a certain extent. Competition and cooperation take win-win as the starting point, and jointly build a powerful new platform by utilizing everyone's technology, funds, and channels. It represents the standardized requirements of technological development and market order, and has become the highest stage of competition in the stationery industry.
With the development of the industry, the trend of competition and cooperation is intensifying, and the industry will inevitably move towards concentration. In the process of industry concentration, there are three major camps that have the possibility of monopolizing the Chinese stationery market, namely international stationery giants, regional stationery chain institutions, and leading manufacturers of single products. These three major camps each have their own advantages, but they also face different challenges.
The competition mode of the stationery industry will evolve from the competition of a single enterprise to the competition of the entire supply chain, with manufacturers transforming into service providers. The development trend of the stationery industry will lead to a change in production methods, an increase in mechanization, an enhancement of enterprise specialization, and an increasingly close industry cooperation. This will inevitably result in a shift in the competitive landscape. The stationery industry will evolve from competition among countless small and medium-sized manufacturers to competition among pricing large stationery suppliers and even the entire stationery supply chain. Stationery production enterprises that only focus on a small field will inevitably be at a disadvantage in the competition and will be replaced by a few supply chain service providers that can provide a full range of products. One stop service providers, with their advantages of full category, one-stop, flat, zero delivery time, and low risk, will be widely welcomed by customers of various formats.