Exhibitors live to display their products. Photo by Li Dian
Ningbo, July 19 (Trainee reporter Li Dian) "This pen and ink has sufficient capacity and is very suitable for students' daily writing. On the 19th, at the 17th China Stationery gift expo (hereinafter referred to as the "Stationery Exhibition") held in Ningbo, Zhejiang, the anchor of the "time-honored" Baixue Stationery Booth of Stationery was showing the newly launched straight liquid ballpoint pen to netizens through the lens.
Born in 1988, Baixue Stationery, along with the reform and opening up, is a major microcosm of the development of the domestic stationery industry. After more than 30 years of reform, China's stationery has developed rapidly, and the industrial agglomeration and supporting facilities in the Yangtze River Delta, Pearl River Delta and other places have taken shape, and exports alone exceeded 37.2 billion yuan in 2019.
However, under the epidemic, many stationery companies have to face the reality of tightening the capital chain, blocked supply chain, and increased production costs, coupled with the fact that enterprises are mostly at the lowest end of the "business smile curve" and are often "injured" deeply.
Stationery design is becoming more and more interesting. Photo by Li Dian
The crisis has arrived, and only by taking the initiative to "face the battle" can we seek development vitality in the difficult situation.
Borrowing the outlet of the live broadcast economy is one of the methods of "self-help". "Our anchor not only broadcasts the goods live, but also thinks that many consumers have not experienced the stationery exhibition, so they live broadcast the exhibition through the lens and answer the questions raised by netizens." Talking about leveraging live broadcasting, Deng Wei, director of the Baixue Stationery Marketing Department, said that after a four- or five-hour live broadcast, the store live broadcast room can attract thousands of passengers, "The effect is not bad." ”
Communication in front of the booth. Photo by Li Dian
Like Bai Xue Stationery, there are not a few stationery companies that choose to make efforts online. Bain Stationery from Cixi, Ningbo, has just reached a preliminary cooperation intention with overseas merchants through the online exhibition of the stationery exhibition. Affected by the epidemic, the company's sales decreased by 30%-40%. "This also forced us to open up more new sales channels, including participating in this stationery exhibition, and we took the initiative to try to participate in the exhibition online." Bain Stationery Director Luo Xudong said.
Deeply cultivated offline exhibition for 16 years, stationery exhibition is also in Naxin. At the beginning of June, the "prelude" of the stationery exhibition was launched in the Ningbo Stationery Gift Export Global Online Exhibition, providing a video exchange opportunity for stationery suppliers and overseas buyers. "This form is also a direction for the transformation of our exhibition plan under the normalization of epidemic prevention and control." Fu Yunzhong, one of the leaders of the stationery exhibition organizers, said.
When trying new things, stationery people have not forgotten that "to play iron also needs to be hard.".
Exhibition site. Photo by Li Dian
As a star enterprise of China's patent Shandong, it once produced China's first bottle of white snow stationery with correction liquid, and now has nearly 100 patents, mastered a number of core technologies with independent intellectual property rights, and has been recognized at home and abroad with solid products. "For us, the most important thing is to 'cultivate internal skills.'" Deng Wei said that three years ago, the focus turned to "lean production", and enterprises from the past focus on the production-order-delivery model explored to the current more accurate grasp of customer needs, less backlog of inventory, to achieve greater production improvement.
In addition to research and development, domestic stationery people have also begun to perceive that the "taste" of the consumer market is changing.
A variety of fancy stationery bags are on display. Photo by Li Dian
"Nowadays, stationery is not only a simple learning tool, but also a major carrier for cultivating children's aesthetic taste and personalized development." Huang Ping, general manager of Yiwu Keqi Cultural and Creative Co., Ltd., said bluntly that if this trend is seized and the traditional stationery industry is upgraded, it is also possible to "break through the siege" in the crisis and usher in new development.
"In fact, this transformation has a better foundation at home." Huang Ping said that The complete supply chain system owned by China Stationery provides strong support for enterprises to make efforts to develop and brand marketing links at both ends of the "business smile curve".
In addition, the support of the government and industry associations has also become the "passing guard" of the stationery industry. "Earlier, the Yiwu Cultural Association chartered planes and buses to attract merchants across the country, so that we can resume production as soon as possible." Huang Ping said that this gives stationery people a little more courage and self-confidence to face difficulties. (End)