Analysis report on market demand and investment strategy planning of China's stationery industry from 2022 to 2027.
1、China's stationery industry has entered a period of steady development
From 2013 to 2018, the stationery industry in China entered a period of steady development due to the drop in the number of students at school, paperless office and other factors. According to IBIS statistics, in 2018, the business income of the stationery manufacturing industry in China reached 17 billion US dollars, an increase of 4.0% over 2017.
From 2013 to 2018, the per capita consumption of stationery in China increased year by year. In 2018, the per capita consumption of stationery in China reached US $15.8, about 100 yuan.
2、In 2018, the market share of paper stationery in China exceeded 40%
By product, the products of China's stationery industry mainly include writing stationery such as ball pens, brushes, pencils, ink, paper stationery and teaching supplies.
In 2018, among the market segments of the stationery industry in China, the market share of paper stationery is relatively high, accounting for 44% of the total market of the stationery industry in China, followed by writing stationery, accounting for 32%, teaching supplies and ink accounting for 12% and 1% respectively.
3、Offline channel is still the main sales channel of stationery industry in China
From the perspective of sales mode, the sales mode of stationery industry in China can be divided into direct sales and distribution. Direct sales mode refers to the direct sales of enterprises by means of targeted marketing, direct stores, e-commerce, etc. In China, it is mainly reflected in selling products to government agencies, large enterprises and other major customers; The distribution mode refers to that enterprises sell products to retail terminals through distributors, and ultimately indirectly sell products to consumers. Enterprises do not directly face consumers. Distribution is a common sales model in the stationery industry in China at present.
From the perspective of sales channels, the main sales channels of China's stationery industry can be divided into online sales and offline sales. Online sales channels mainly include online shopping and home shopping; Offline sales channels mainly include grocery retailers, professional retailers of stationery and office supplies, and comprehensive retailers. Grocery retailers can be divided into modern grocery retailers and traditional grocery retailers. Modern grocery retailers mainly refer to hypermarkets, supermarkets, etc. Comprehensive retailers mainly rely on department stores for sales.
Compared with the trend of rapid changes in channel mode and rapid increase in the proportion of online channels in other consumer goods in recent years, the proportion of rubber and plastic channels in China's stationery industry has changed slightly. According to Euromonitor statistics, in 2018, rubber and plastic offline retail sales in China's stationery industry accounted for about 86% and online sales accounted for about 14%. As far as the current situation is concerned, the traditional offline channel is still the main sales channel of the stationery industry in China.
Among the offline sales channels of the stationery industry in China, the main sales channels are grocery retail stores and professional stationery and office supplies retail stores. The comprehensive retailers taking department stores as the main sales channels account for a relatively small proportion, accounting for 3.7%. In the distribution channel of grocery stores, modern grocery stores account for 36.5% of China's total offline sales, while traditional grocery stores account for 13.9%.
In the online sales of stationery industry in China, online shopping accounts for 93% and family shopping only accounts for 7%.
4、It is estimated that the market size of China's stationery industry will exceed 24 billion dollars in 2024
According to the prospective analysis, offline channels will still be the main sales channels of China's stationery industry in the next few years. With the continuous optimization of China's stationery industry products and gradual upgrading of consumption, the market size of China's stationery industry will gradually grow. It is estimated that by 2024, the market size of China's stationery industry will exceed 24 billion dollars.
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Post time: Dec-08-2022