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"Unpopular" stationery industry, the brand thinking

For the stationery product industry practitioners, it is very unfortunate that this is a "popular" industry - an industry with very low degree of social concern, in addition to the industry, almost impossible to attract anyone's attention, including stationery product must be used every day end-consumers, and like manufacturing and the pursuit of "hot spots" of the mass media. Stationery product Business in the community seems to have been forgotten in a corner. However, for a point of view, this is a blessing in the Chinese market is now generally impulsive environment, the stationery product industry, "unpopular" but will be a good thing ---- less showtime impetuous, have become more calm, so that the industry as a whole fairly steady, step by step forward. Even if the occasional manufacturer of bankruptcy cases (such as Guangzhou a pencil enterprises), its influence is not enough to shake the confidence of industry professionals. Thus, in the "unpopular" under the guise of external funding are finding that the investment value of the industry prepared to enter the time is still more sensible and prudent, and not as some "hot" industries so easily lead to blind investment impulse ( For example, household electrical appliance enterprises repairer boom).
Deep study on the industry of Mr. Chen Jia believes that the generalized "stationery product" includes the following categories: document processing supplies (folders, etc.), OA equipment (fax machines, etc.), writing supplies (pen type), this book category (Notebook , etc.), desktop supplies (stapler, etc.), financial products (books, etc.), teaching supplies (white board, chalk, etc.), student supplies (stationery, etc.), office supplies (printer paper, ink cartridges, etc.). According to Mr. Chen's view, the country's 2003 general stationery market capacity has reached 1,500 billion yuan (including OA equipment), of which only document processing supplies (folders, etc.) reached 13.5 billion yuan! Moreover, in recent years, stationery product industry maintained a 15% sales growth! Although these data not been verified, but enough to show that appearance of popular stationery product industry is a tempting cake! like a frozen river, flat as a mirror of ice, is rolling raging flood!
Determines the profit-driven capital where there is investment value, capital will flow to where the law. Enormous business opportunities in China stationery product industry has actually attracted a great deal of foreign capital and foreign capital, which now focuses on channel areas, such as the World office supplies retail giant OFFICEDEPOT (world's top 500 ranked 459), OFFICE1, are already in China via joint venture enter circulation, Staples (the world's top 500 ranked 427) is also route through a strong network of local distributors OA365 involved in the Chinese market. Domestic capital is also unwilling, in addition to the existing office partner, Ou Mate, nearly two-year projects, such as the continuing mushrooming, for example, certain well-known figures in the fast moving consumer goods industry, founded in 2004 invested in Guangzhou Cooperation Office (officebox) office supplies supermarkets, fully into the stationery product flow field; Also in Guangzhou, the other with strong industry background of the project (Garden of Friendship office supplies) are under consideration and will soon emerge. Because the current in the market cultivation stage, a lot of the profitability of the situation less than ideal, or even still a loss, but when you are leading to the Shanghai Hongqiao Airport on the road to see billboards OA365 pressing momentum when you may not doubt that in the near future, China will be a circulation of office supplies such as "B & Q", "GOME", "Su Ning," such as a leadership position in a particular industry, the retail chain giant!
The industry "cold"? The answer will be negative. As practitioners, we do not have the surface-based industry, "unpopular" and discouraged, because in this era of little profit, in this era of mobile phones sold as Chinese cabbage, at least we have a decent room to grow, we can say that this is a popular a hot spot.


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