The current situation of China's stationery industry is: manufacturing enterprises are very concentrated in regional distribution, but the market concentration is quite low, and the product homogeneity is serious. Stationery industry development trend: product consumption tends to be personalized; Sales tend to be flattened channels and electronic business; The competition mode of the stationery industry will evolve from the competition of a single enterprise to the competition of the entire supply chain, and manufacturers will change to service providers.
　　First, the market capacity and structure
　　China's stationery industry (excluding office equipment and furniture) has a market capacity of about 150 billion yuan, about 21.5 billion US dollars, the total global stationery market is about 250 billion US dollars, and China's stationery market accounts for 8.6% of the total global stationery market.
　　In China's stationery market, office consumables accounted for 41%, about 61.5 billion yuan, document processing supplies accounted for 13%, about 19.5 billion yuan, writing instruments accounted for 10%, about 15 billion yuan, this book and desktop supplies accounted for 7% each, both 10.5 billion yuan, teaching and student supplies accounted for 9%, about 13.5 billion yuan.
　　China's office stationery product consumption market is mainly concentrated in coastal economically developed areas, of which about 70% are concentrated in Guangdong, Zhejiang, Jiangsu, Shanghai and Beijing 5 regions. The specific distribution ratio was 17.5% in Zhejiang, 18% in Jiangsu, 7.80% in Shanghai, 12.50% in Beijing, Tianjin and Hebei, 7.00% in Lu and Yu, 5.80% in Fujian and Anhui, 5.50% in Xiang, Gan 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 and other huge consumer groups, in recent years, China's stationery market has grown at an average annual rate of 12%, and it is expected that the Chinese stationery market will grow at an annual rate of 5%-10% in the following years.
　　Second, the characteristics of the industry
　　There are more than 100,000 upstream and downstream enterprises in China's stationery industry chain, including about 43,000 manufacturers, about 30,000 suppliers and about 30,000 retail terminals. There are few enterprises with sales of more than 1 billion yuan, only 5 enterprises with more than 500 million yuan, about 5% of enterprises with more than 10 million yuan, and about 10% of enterprises above scale. Among the more than 43,000 stationery manufacturers in China, 70% are concentrated in Guangdong, Zhejiang and Jiangsu.
　　Chinese stationery manufacturers 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 is less than 10% of the total market total.
　　In the final analysis, most Chinese stationery companies have the following symptoms:
　　1. The number of industry enterprises is large, the region is concentrated, and the market concentration is low
　　2. The degree of mechanization of production methods is not high, it is a labor-intensive industry, and the profit margin of the industry is low.
　　3. Most of China's stationery enterprises are export processing enterprises, which have long been processed and exported by OEM for overseas enterprises, with low added value of products, weak technological innovation and brand awareness.
　　Third, the problems in the industry
　　1. Product homogenization, excessive duplicate products cause waste of resources and excessive competition at low levels, and low industry efficiency.
　　2. Lack of core technology and invention.
　　3. The manufacturing industry has long been OEM as the core, and lacks technological innovation awareness and brand innovation ability.
　　4. There is no brand with international influence.
　　Fourth, the development trend of the industry
　　1. Consumer trends: product personalization, fashion, multi-function, low-carbon
　　In a diversified social environment, consumers' demand for stationery products will be personalized. 59% of distributors want to highlight the personalization of their products. More than 60% of respondents said they prefer to choose personalized and fashionable stationery.
　　From October '08 to October '09, the purchase of environmental office supplies increased by 63%, and more than 53% of companies with annual sales of more than $1 billion will consider office supplies when purchasing environmentally friendly products.
　　2. Sales model trend: flat channels, electronic business
　　(1) The trend of flattening channels
　　Flattening is to reduce the channel level 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 e-commerce, direct stores and direct sales, etc.), in order to strengthen the control of retail terminals and understand more consumer needs.
　　The most significant features of flat sales channels are: first, channel direct marketing; Second, the channels are shortened and widened.
　　(2) E-commerce trends
　　The number of Internet users in China has exceeded 384 million, and the number of online shoppers is 60 million, accounting for only 25% of Internet users, compared with 57.3% and 66% in South Korea and the United States, indicating that China has a large and will be even more amazing online shopping group.
　　In terms of channel owner attributes, e-commerce can be divided into three types, namely: retailer e-commerce, manufacturer e-commerce and online retail (i.e., e-commerce operated by independent third parties).
　　Retailer e-commerce: Over the past few years, retail businesses have tested the waters of online sales. According to the data, 31 of China's top 100 retail companies in 2009 have launched online business, and nearly one-third of them opened in 2009 or early 2010. However, most of these retail companies are in a cautious start-up stage, and the online business has not formed a scale, accounting for a small proportion of the overall sales revenue.
　　Manufacturer e-commerce: Manufacturers have also launched online sales platforms this year, especially in the last two years.
　　Online Retailers: Online Retail is independently owned and operated online by third parties, including B2C and C2C businesses. From 2006 to 2008, the overall sales scale of B2C business in China is estimated to grow at a compound annual growth rate of 50%, which has become an important sales channel.
　　(3) Industry trends: coopetition, concentration, supply chain competition
　　The phenomenon of coopetition is a natural product of economic development to a certain extent, and it is also the final result of competition to a certain extent. Coopetition takes win-win as the starting point, and jointly builds a powerful new platform by using everyone's technology, capital and channels, which represents the standardization requirements of technological development and market order, and has become the most advanced stage of competition in the stationery industry.
　　With the development of the industry, the trend of competition and cooperation intensifies, and the industry will inevitably move towards concentration. In the process of industry concentration, there are three 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 strengths, but they all 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, manufacturers to service providers, the development trend of the stationery industry will lead to the transformation of production methods, the degree of mechanization will increase, the degree of specialization of enterprises will increase, and the industry cooperation will become closer and closer, which will inevitably lead to the transformation of the competition pattern. The stationery industry will evolve from the competition between countless small and medium-sized manufacturers to the competition between large stationery suppliers and even the entire stationery supply chain, and stationery manufacturers that only focus on a small field will be at a disadvantage in the competition, and will be replaced by a few supply chain service providers that can provide a full category, and one-stop service providers will be widely welcomed by customers of various formats with their advantages of full category, one-stop, flat, zero delivery and low risk.