The huge business opportunities in the office stationery market have caused many brands to flock, making the competition in the terminal market extremely fierce. As a fast-moving consumer goods, they cannot enter the appropriate retail channels. Not only can the brand 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.
Shangchao and department stores are relatively mature channels compared to office stationery products. The Shangchao system with large output and stable sales has great temptation for local brands, but the competition situation is also the most severe. One store often has multiple brands at the same time. Competition, terminal resources are scarce, and manpower promotion is large. In addition, in some large supermarket chain stores, brands not only have to bear various expenses, but also bear the risk of unfinished sales tasks being cleared during the account period. The e-commerce platform is in a developed one. Second-tier cities have been recognized, and parents in low-tier cities are more willing to choose physical stores that are tangible, such as supermarkets and stationery wholesale markets.
OfficeMate's office partners focus on providing nationwide chain office solutions for office supplies and equipment consumables, office furniture, digital products, household appliances, labor insurance, lifestyle goods, business gifts and stationery, and other office-related services.
Source: Network
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