In the thousands of years of history of our Chinese nation, the four treasures of pen, ink, paper and inkstone are important tools for cultural inheritance. However, now, although the pen is still a writing tool that we can't do without every day, the pattern in the market has quietly changed. You may find that nowadays, students and stationery lovers have more and more pens from Japanese brands, such as Baile and Mitsubishi. As for the Chinese pen, it seems that it is not so popular anymore. So why is this? Today we will talk about this topic in detail, and take a look at why Japanese pens are so popular, and what challenges Chinese pens are facing.
1. Why is the Japanese pen so popular?
We have to talk about why Japanese pens are so popular in China.
Good quality: Japanese pens have put a lot of effort into quality. When you write, it doesn't stutter smoothly and doesn't get the paper wet. In particular, students have to write so much homework every day, and they can write more comfortably and efficiently with a Japanese pen.
Beautiful: The Japanese have a lot of experience in designing stationery. Their pens are very particular in appearance, and some of them also have some unique meanings. Those limited edition stationery are so beautiful that people are reluctant to use them, and they have become the favorite of many stationery lovers.
Marketing: Japanese brands are also particularly adept at using new media platforms such as social media to engage with consumers. They also hold stationery exhibitions and co-brand collaborations with other brands, so that their brand awareness is getting higher and higher, and people are more willing to buy their products.
2. Why is the Chinese pen not popular?
Let's talk about our Chinese pen.
Unstable quality: Some Chinese pens may not be as smooth to write or prone to problems. For example, if you write it, it will leak ink, or if you fall it, you can't use it. This will make consumers feel uncomfortable using it and will not want to buy it again.
Lack of innovation: Many Chinese stationery manufacturers may be more conservative in design and reluctant to try new things. So many times, the Chinese pens you see have a similar appearance and don't have much freshness.
Single marketing means: Our Chinese stationery manufacturers may be more traditional in publicity, that is, relying on advertising and discounts to attract consumers. But in this day and age, with so much social media, people prefer to watch interesting content and interact with brands. Therefore, if you only rely on traditional publicity methods, it may not be able to attract young consumers.
3. How can the Chinese pen turn over?
In the face of the strong competition of Japanese pens, our Chinese pens can't just sit still. So what can the Chinese pen do to turn over?
Improve quality: First of all, you have to improve the quality. You have to study how to make the pen write more smoothly and durably. We also have to pay attention to environmental protection, so that everyone can use it more assured.
Design innovation: You have to work design. You can invite some designers and artists to cooperate and launch some creative and distinctive stationery. For example, it can be combined with traditional Chinese cultural elements to make the pen look more cultural.
Multi-channel marketing: You have to keep up with the times in terms of publicity. In addition to traditional advertising and promotion, new media platforms such as social media can also be used to interact with consumers. You can do some online activities, competitions, etc., so that everyone can participate.
International cooperation: You can also cooperate with well-known foreign brands. Learn their advanced technology and management experience, so that their products can also reach the international level. In this way, it can not only improve the quality and image of the product, but also expand the international market.
It is not an easy task for the Chinese pen to turn over. But as long as we make great efforts in terms of quality, design, marketing, etc., I believe that one day we will be able to win the hearts of consumers again. After all, the cultural heritage of our Chinese nation is so profound, as long as we do it with our hearts, we will definitely be able to make good products that people are proud of!
Let's take a concrete example. For example, there is a pen made in China called "Moyun". In terms of design, this pen incorporates a lot of elements of traditional Chinese culture. Its pen barrel is carved with exquisite landscape patterns, and every stroke is full of poetry. And ah, its quality is top-notch too. The best materials are used, and they are carefully polished through multiple processes. The writing is particularly fluid, as if dancing on paper.
In order to promote this "ink rhyme" pen, the manufacturer also held an online event. They invited many calligraphers and stationery enthusiasts to try out the pen and share their experiences on how to use it. These shares were all posted on social media and attracted a lot of attention and discussion. Many people are attracted by the beauty and quality of this pen and have expressed their desire to buy it.
The manufacturer has also cooperated with some well-known brands. They have launched a co-branded "Moyun" pen, which has a new level of improvement in appearance and quality. Moreover, through the cooperation with these brands, the brand awareness of the "Moyun" pen has been greatly improved.
"Moyun" pen has gradually won the love and recognition of consumers in the market. Its sales are getting better and better, and the word of mouth is getting higher and higher. Many people say that the "ink rhyme" pen is not only a good pen, but also the inheritance and embodiment of Chinese culture.