The stationery industry is Ningbo's dominant industry. As early as 2005, the "China Stationery Capital" fell into Ningbo. According to the “12th Five-Year†development plan of the stationery industry in Ningbo, the total sales of Ningbo stationery products will reach 100 billion yuan in 2015, and Ningbo stationery products account for more than 10% of the global stationery market.
Driven by market rules, Ningbo stationery industry is consciously demanding benefits from creative design.
On a rainy day at the end of last month, a "stationery creative design" matchmaking event that had not been widely disseminated in advance attracted more than 120 people from more than 60 companies to come to the matchmaking. This made the organizer, who was originally worried about the rain rushing away the participants, feel very surprised. The hot scene made people sigh, and the spring of creative stationery is coming.
Wang Yong, vice president and secretary general of Ningbo Stationery Industry Association, analyzed that stationery industry must be combined with creative design to break the current simple processing and manufacturing, which is at the low end of the industrial chain and only earns simple processing fees; In the case of thinning, creative stationery is imperative; and this will also promote the improvement of Ningbo stationery industry and achieve breakthroughs.
Enthusiasm
Taking advantage of the opportunity to hold the first stationery export exhibition in China, Ningbo Stationery Fair, at the end of last month, Ningbo Stationery Industry Association and Hefeng Creative Plaza organized a special meeting on the theme of "Stationery Creative Design". Representatives from 8 creative design agencies from Italy and Taiwan Province of China and other domestic cities set up booths to accept consultation and docking with various stationery manufacturers.
Despite the heavy rain on the day, the organizers even worried that the companies that came to the dock would not be present. But what is surprising is that the match-making meeting on the day actually attracted more than 120 people from more than 60 companies to attend the meeting, completely breaking the number of people originally expected by the organizer, and doubling it.
At the matchmaking meeting, representatives of design agencies made wonderful case studies and conducted zero-distance communication and negotiation with stationery manufacturing companies. The atmosphere of communication and negotiation was also very warm. Zhou Caizhen, deputy general manager of Yuyao Yashiya Stationery Manufacturing Co., Ltd., carefully remembered the creative exposition of each industrial design enterprise. She wanted to find an enterprise at the matchmaking meeting, an industrial design enterprise that could fit the company's product ideas, integrate fashion and practicality into the metal pen, and create more creative products.
Zhou Caizhen, holding a metal pen that fuse capacitance, laser and writing, told reporters that this product was created by an industrial design company. The company also hopes to find a creative design unit similar to this, which can help companies develop unique Sell ​​new products to expand new markets for stationery products.
Although it is only a short half day, but the docking effect is good. According to statistics after the meeting, three manufacturing companies reached a cooperation agreement with the design company on site, involving a cooperation amount of about 600,000 yuan, and more than 20 companies reached a preliminary cooperation intention with the design company.
Be creative, have design, sell at a high price
The pursuit of creative design by traditional stationery manufacturing companies is mainly due to the strong driving force of creative design achievements to enhance the added value of stationery manufacturing and market expansion. As a "stationery capital of China", a group of enterprises in Ningbo that have "the prophet, the first consciousness" and the "first trial first" have tasted the sweetness.
The creative design allowed Yuanxing Stationery, a pen stationery manufacturer in Ningbo, to get rid of its OEM status and move towards independent development. In 2008, with the spread of the international financial crisis, rising costs, declining profits, and missing orders, Yuanxing Company felt that there was no way to continue relying on OEMs. By chance, Yuanxing Company found a new development direction.
Lin Rudi, deputy general manager of Yuanxing Stationery, said: "At that time, a commercial of a brand of juice on TV gave me creative inspiration. When I bought this juice, I could collect a doll, collect it and collect prizes." Later, Lin Rudi thought, may wish to apply this idea to gel pens, not only can increase the beauty of gel pens, but also arouse consumers' desire to buy. Therefore, Lin Rudi borrowed the image of Japanese dolls and created the "Japanese doll" gel pen series. The uniqueness of the "Japanese doll" is not only in its appearance design, but also the collection of 6 pens and its collection value. In July 2010, "Japanese Doll" was exhibited at the Shanghai Stationery Expo, it was favored by domestic and foreign distributors, and 3 million pieces were ordered at once, which is equivalent to all orders of the company in the second half of the previous year. .
Lin Rudi is proud that there were no creative pen products in the stationery market at that time. This product is considered by the industry to be a good product of "one-hundred-year-old". The wholesale price of "Japanese dolls" is 1.25 yuan per stick. "Despite the low wholesale price of this product, in the neutral pen market, its added value has far exceeded the value of ordinary pens." Lin Rudi told reporters The profit of ordinary pens is a few cents. With the creative "Japanese doll" gel pen, the profit of each pen is a few cents, and the profit alone has doubled.
Through continuous improvement of assembly quality and appearance design, today's Yuanxing Company's "overtaking in corners" has achieved an output value from the original 10 million yuan to today's 30 million yuan. 1 cent, to every few cents today, the profit has doubled dozens of times. "Right now, the new is the fundamental driving force for us to occupy the market and obtain an endless stream of orders. We will have more than two new products launched each month, and more than 50 new styles have been released in one year, and we have 20 Multiple patents. "Lin Rudi told reporters.
Ningbo stationery moves towards the era of creativity-driven
"Now there are fewer and fewer traditional stationery in the market, creative stationery is very popular, this is the development trend of the stationery industry." Li Youhuan, vice chairman of Ningbo Stationery Industry Association and general manager of Ningbo Dona Stationery Co., Ltd. said.
The creation of creative stationery is obvious to everyone. When we visit the stationery market, we can easily find banana-shaped erasers, tennis racket-shaped correction tapes, syringe shapes ... Open various online stores, and full-screen Japanese and Korean stationery and creative stationery are also being consumed. The author declares the mainstream trend of the market. Unlike the overwhelming creative stationery, simple and traditional stationery products have been rare in recent years.
"The stationery industry is a 'big market for small products'. The profits are very thin. The exchange rate fluctuations and the rising labor costs have caused no small impact on the stationery industry. Therefore, the stationery industry in Ningbo must break the tradition and catch the wings of industrial design." , Increase the added value of stationery products. "Wang Yong, Secretary-General of Ningbo Stationery Industry Association said," Without creative products, it is difficult to attract attention, and the price cannot be sold. With good creative products, even if the price is higher, the sales volume is higher. well."
Driven by market rules, Ningbo stationery companies are striding into the creative design industry, realizing the transformation and upgrading from simple processing and manufacturing to creative design-driven. At present, Ningbo stationery industry has 10 high-tech enterprises and 7 entrepreneurship and innovation demonstration enterprises. Leading companies such as Beifa, Guangbo, Deli, Chenglu, Jellis, Kangda, etc. have all taken creative design as their sustainable development. * Important support. Creative design has also been integrated into Ningbo stationery manufacturing enterprises. It is estimated that the current cost of creative design invested by Ningbo stationery enterprises accounts for 5% to 8% of the annual output value of the stationery industry.
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