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Stationery industry is a typical "small products, big industry."

Small product Nuggets big industry

Stationery industry is a typical "small products, big industry." According to Datamonitor theglobal stationery industry development released a report in 2008, the global stationery market size of about 100 billion U.S. dollars, and an annual growth rate of 4-4.5%. In contrast, the domestic market situation even more astonishing. Since the late 80s to early 90s come from the department store division, after nearly 20 years of development, stationery industry has become China's light industry has developed rapidly, the more perfect an industry, the market capacity of 100 billion yuan a breakthrough, and the past few years, average annual growth rate has remained at around 20%. With the development of the domestic economy, consumer purchasing power increases, stationery industry will further accelerate the development. At present, foreign large-scale stationery brand dealers, retailers have vied for the Chinese market, took a fancy to the domestic stationery broad prospects for the consumer market.

 

 From the perspective of industry chain, stationery industry, from top to bottom, including production, distribution and retail sectors, due to the increasing flat sales channels, distribution, since the area is no longer a "big brother", but has a brand owned manufacturing enterprises, as well as the retail channel advantage enterprises are a growing trend oligarchs. From the stationery industry value chain, the distribution of point of view, production processes account for 30-40% of the value chain profit, distribution areas of 10-20%, the retail part of 50% (Figure 1).

 

 We selected stationery chain in the production and retail chain as a research sample of three companies to try to sort out the industrial chain of the company's successful model, trends. They are part of the concerted production of stationery, stationery and dawn, the retail chain Staples. The study found that in terms of the production chain and build a strong brand is the basis of success in the brand, based on the integrated supply mode and channel-driven business model, are two relatively mature business model, can effectively promote the business in an extremely fragmented market structure in the win. The retail sectors, the scale is the first one, not only about revenue, but also relates to ability to resist risks. In addition, the stationery industry, the emergence of new trends of concern: production enterprises are gradually extending to the lower reaches, while retail companies are gradually expanding to the upper reaches.


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