Consumers keen to buy stationery - Chinadaily.com.cn

Eye-catching new items, stores drive up sales, but product prices also on the rise

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Liu Yang of Beijing said she was shocked when she saw the prices of the products at a stationery store that her daughter wanted to visit.

"I thought a pencil would just cost a few yuan, but the ones there were sold for 30 yuan ($4.19). I understand the idea of robotic vacuums to clean desks, but electric erasers? Is it necessary to have an electric appliance to do something as small as erasing a word?"

But Liu said there were many even pricier items.

Her daughter picked out a pen that can display presentations, a ballpoint pen with a small fan on top and a journal that people can write in to relieve stress. The journal also has a plastic pig figure on its cover that can be pinched for more stress relief. That — and other somewhat extravagant items that Liu had never heard of — cost her nearly 300 yuan.

Liu is not the only parent whose budget is feeling the effects of increasingly expensive stationery and related items. Social media platforms said "toys or stationery" and "high-priced stationery" have become popular searches.

Recently, Weibo and short-video platform Douyin reported discussions trending on such topics as "gel pen sells for 55 yuan" and "why stationery is getting more and more expensive".

Many stationery stores set aside special back-to-school sections that sell items with promotional labels such as "necessary for students" and "recommended by teachers".

While including some basic academic tools, best-sellers include items with such embellishments as those that display cartoons or that are embedded with dolls. Some items are co-branded with well-known intellectual properties, such as the Japanese manga series One Piece, with prices ranging from dozens to hundreds of yuan per item.

"My daughter and her friends also long for imported items or those labeled as having a limited supply," Liu said.

Also, the rising popularity of blind boxes, which are sold without the customer knowing the contents until they buy it, has led to some stationery merchants selling their own blind boxes.

"The extra step of having to guess what you'll get can increase the total cost by 50 yuan or more for almost the exact same items," she complained.

Market experts say stationery merchants are seeking ways to pry money out of parents' pockets as the market has boomed in recent years.

The Chinese market for stationery and related items stood at 163.89 billion yuan in , according to Beijing-based Intelligence Research Group. About 300 million students and 100 million office workers are the most important consumers in the market, it said.

The growing market has attracted numerous businesses. There are over 7.04 million stationery-related companies in China, according to Tianyancha, a corporate information-sharing site. Of those, more than 5.66 million have been established within the past five years — over 80 percent of the total.

Last year alone, more than 2.14 million new enterprises were registered, and the annual registration growth rate reached 39.35 percent, the highest in history, according to Tianyancha.

Wang Yiran, a stationery store owner in Huilongguan community in Beijing's Changping district, said more and more customers are focused on products instead of prices.

"They'd rather pay double or even triple the price for pens with their beloved virtual characters, or imported items, with those from Japan being particularly popular. Middle school students are more likely than elementary students to have such preferences.

"Many customers think Japanese stationery and related items are well-designed in appearance and function. For instance, there are Japanese pens specially designed for left-handers, and Japanese ballpoint pens that last longer," Wang said.

Posts on lifestyle site Xiaohongshu related to imported Japanese stationery have surpassed 40,000. Posts that mention Japanese company Pilot, best known for its writing instruments but which also makes stationery and jewelry, had reached more than 120,000 as of mid-September.

On user-review site Douban, fans created an online club called the "House of Japanese Stationery". On Douyin, a collection of episodes featuring Japanese stationery and related items had nearly 1 million views as of mid-September.

Domestic brands are also stepping up efforts to develop high-end products with additional functions and features such as stress-relief journals, as well as improving product appearance and increasing brand value through cooperation with well-known IPs.

Jiumu, a high-end product line of domestic brand Shanghai M&G Stationery Inc, recorded revenue of 950 million yuan last year, a year-on-year increase of 70 percent despite the impact of the COVID-19 pandemic.

Jiumu has developed chain stores with decor and product selections that are more elaborate in function and appearance, more creative and with more cooperation with well-known IPs. The goal is to better attract consumers who frequently buy stationery and related products and who are willing to pay more, the company said.

M&G said in its financial report that the rapid development of Jiumu is an important driving force in M&G's revenue growth, which hit 34 percent year-on-year in . It said the industry is facing challenges as well as opportunities presented by the growing demand for individualized products and services, as people born after become the most important customer base. It said the industry's revenue growth will be driven by high-end products with better design and quality.

M&G told People's Daily that the company plans for Jiumu to create a more appealing atmosphere at its stores to draw customers in and motivate them to stay longer. "Further efforts to improve consumers' shopping experience are key to generating new growth points for retail stationery," it said.

Jiumu had 463 stores across the country by the end of last year.

Experts also say the market as a whole would be well served to pay close attention to what customers are saying.

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"I wouldn't mind paying more for better product quality, but are some functions really necessary?" said Liu, the Beijing mother. "Wouldn't they distract students while they are studying?"

What's more unbearable is that some shops mix higher-priced products with those that are priced lower, and parents discover the price disparity only when they are about to pay.

"In addition, many items have strong fragrances and bright colors. They are very appealing to children, but I'm reluctant to buy them, considering that my 10-year-old daughter might chew on the pencils while studying. I'm concerned about whether such products are safe," the company added.

In the face of an increasingly competitive market, the frequency of surging prices and unapproved products has also attracted the attention of regulatory authorities.

Last year, the China Consumers Association warned parents about toy-like items with different shapes and decorations, and brightly colored and scented stationery.

In August, the Beijing Consumer Association issued a reminder for parents. It called for making sensible choices when buying stationery instead of just competing to buy the fanciest items. It also urged caution in purchasing stationery-related items with toys that have shapes and decorations that could present a hazard.

Also in August, Beijing's bureau for market regulation issued a letter of reminder and warning on prices at stationery businesses. It said prices should be labeled clearly and accurately to help avoid mixing of items of different prices, which can confuse consumers.

The State Administration for Market Regulation also stipulated in August that businesses shall not sell blind boxes to children under the age of eight.

China has long been a global hub for manufacturing a wide range of products, and the stationery industry is no exception. China stationery items are widely recognized for their quality, variety, and competitive pricing. Whether you are a small business owner or a large retailer looking to source stationery from China, it’s essential to understand the industry’s key manufacturing hubs and wholesale markets. In this article, we will explore China’s top stationery production areas, wholesale markets, and how MU Group can simplify your sourcing process for Chinese stationery items.

China’s Top 5 Stationery Manufacturing Hubs

China is home to several regions that specialize in producing high-quality stationery products. The most prominent areas for stationery manufacturing include Zhejiang, Guangdong, and Shanghai, each of which has its own strengths and specialties.

1. Ningbo, Zhejiang: The Capital of Chinese Stationery

Ningbo is often referred to as the “Capital of Chinese Stationery” because it accounts for about one-fifth of China’s total stationery output. The region produces a diverse range of stationery products, from low-end to high-end, making it a versatile destination for buyers. Major stationery manufacturers like Deli and Beifa, Asia’s largest pen manufacturer, are based here.

The industrial areas in Ningbo include:

• Ninghai County: Known for producing ballpoint pens, erasers, and pencil sharpeners, with patents and technologies unique to this area.
• Haishu District: Specializes in paper products like notebooks and writing paper.
• Beilun District: Focuses on art supplies, including colored pencils, highlighters, and oil pastels.
• Cixi and Yuyao City: These areas produce a variety of office supplies such as file folders, staplers, and pen holders.

Ningbo’s stationery industry offers both independent brands and OEM production, making it an excellent choice for businesses looking for customized products or established brands.

2. Lishui, Zhejiang: The Global Pencil Production Base

Lishui, particularly Qingyuan County, is the largest pencil production base in China, accounting for over 30% of the global market share. Besides pencils, manufacturers in this area produce ballpoint pens, highlighters, rollerball pens, and more. Many renowned brands source their products from Lishui, making it a reliable region for high-quality stationery.

3. Tonglu, Zhejiang: Home of Ballpoint Pen Manufacturing

Fenshui Town in Tonglu is China’s largest ballpoint pen manufacturing hub, producing about 40% of the country’s ballpoint pens. The town has a complete industrial chain, with factories specializing in different components such as pen barrels, refills, and springs. This region is ideal for businesses seeking specialized ballpoint pens or other writing instruments.

4. Shantou, Guangdong: A Leading Stationery Manufacturing Hub

Shantou has developed a complete industrial chain that integrates R&D, production, sales, and services for stationery. It is known for producing medium to high-end stationery products, including pens, notebooks, glue, and filing cabinets. Well-known Chinese stationery manufacturers such as Comix and Jinwannian are based here, making it a perfect destination for businesses looking for quality and variety.

5. Shanghai: A Pen Industry Powerhouse

Shanghai is home to some of China’s best-known stationery brands, including M&G and Hero. The city is a leading player in producing pens such as fountain pens, ballpoint pens, and gel pens. Its well-established pen industrial chain makes it an ideal region for businesses looking to source high-quality pens and related stationery products.

Top 3 Stationery Wholesale Markets in China

In addition to sourcing directly from manufacturing hubs, buyers can explore China’s massive wholesale markets, which offer a wide range of Chinese stationery items under one roof. Below are three of the largest wholesale markets for stationery in China.

1. Yiwu International Trade City

Yiwu International Trade City is the largest small commodity wholesale hub in the world, and it offers a vast selection of China stationery items. In District 3 alone, there are over 6,000 business stalls offering more than 20,000 different stationery products, including writing instruments, paper products, and school supplies. Many of the merchants here are factory-direct sellers, providing buyers with competitive pricing.

Yiwu is particularly popular for businesses looking to purchase multiple types of stationery in bulk at low prices. The products come from various regions, including Ningbo and Guangzhou, ensuring a diverse range of options.

2. Guangzhou Huangsha Stationery Wholesale Market

This is one of the largest stationery wholesale markets in southern China. The market includes two key areas, Yiyuan and Xingzhiguang, each offering a wide variety of stationery items. From fountain pens to school supplies, you can find a broad range of products at affordable prices. Many stalls specialize in specific products, such as adhesive tape or erasers, making it easier for buyers to find exactly what they need.

3. Sungang Stationery Toy Gift Wholesale Market (Shenzhen)

Located in Shenzhen, this market is known for its wide range of stationery, toys, and gift items. Covering an area of over 10,000 square meters, the market offers a variety of Chinese stationery products such as ballpoint pens, pencils, and office supplies. This market is ideal for businesses looking to source from reputable manufacturers and trading companies.

How MU Group Simplifies Your Stationery Sourcing Process

MU Group is one of the leading sourcing companies in China, helping businesses source and customize a wide range of products, including Chinese stationery. With a vast network of trusted suppliers and extensive experience in sourcing, MU Group can streamline the entire process for you.

1. Access to 200+ Manufacturers

MU Group works closely with over 200 stationery manufacturers across China, allowing them to offer a wide range of products at competitive prices. Whether you are looking for consumable office supplies like pens and notebooks or art supplies such as crayons and brushes, MU Group ensures that all suppliers meet strict quality standards.

2. Customization Services

If you have specific requirements for customized stationery items, MU Group can help bring your ideas to life. Their experienced sourcing agents can assist with logo printing, product design, and ink color customization. From concept to production, MU Group ensures a seamless experience by managing everything from supplier selection to final product approval.

3. Quality Inspection

MU Group provides flexible quality inspection services, ensuring that the products meet your specifications before they are shipped. Whether it’s checking the ink flow of pens or verifying the patterns in notebooks, MU Group’s quality control team follows strict AQL sampling standards to ensure that you receive high-quality products.

4. Logistics and Shipping

MU Group not only helps you source products but also manages the logistics and shipping processes. Whether you are importing from Ningbo, Shantou, or Shanghai, their logistics team will handle the entire process to ensure that your goods arrive on time and in excellent condition.

Conclusion

China’s stationery manufacturing industry offers a wide variety of high-quality products at competitive prices. Whether you are sourcing from Ningbo’s stationery capital or exploring wholesale markets like Yiwu, the options are endless. By partnering with MU Group, you can simplify the entire sourcing process, from selecting the right Chinese stationery suppliers to customizing products and ensuring quality. With MU Group’s expertise and extensive network, you can rest assured that your stationery sourcing needs will be met efficiently and affordably.

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