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 more than 100000 upstream and downstream enterprises in the Chinese stationery industry chain, including about 43000 manufacturers, about 30000 suppliers, and about 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.