Introduction: The huge business opportunities in the stationery market have made many brands flock to it, making the terminal market extremely competitive. Stationery companies have expanded their channels, marking that the stationery market has moved towards the era of "terminal is king".

The huge business opportunities in the stationery market have swarmed many brands, making competition in the terminal market extremely fierce. As a fast-moving consumer product, it cannot enter suitable retail channels. Not only cannot the brand be established, but it is difficult for the company to achieve sustainable development.

Enterprises have expanded their channels one after another, marking that the stationery market has moved towards an era where the "terminal is king".

According to data from the National Industry Research Center, the market for children aged 0-12 in China has reached 1.32 trillion yuan in 2012, and the children’s market will continue to grow at a high rate of about 15 in recent years. The children’s market may grow by 2015. Reaching a scale of 2 trillion yuan, with the implementation of the national urbanization policy, the quality of people's life has improved, and more and more parents have higher quality requirements and greater demand for student stationery. In the terminal market, the student stationery market presents an “oligopoly” situation for international brands, especially in first- and second-tier cities. At present, local brands can be called a handful of national brands, while most domestic brands are just dormant. Regional markets may be seeking a national market.

In fact, most of the current international product positioning is still aimed at the mid-market. In view of this situation, stationery manufacturers can open up this market to meet the needs of low-end and mid-end families, because most families in China currently have mid-range income and low income. After all, the end is a minority, so the low-end market potential and its economic benefits will be huge. Chinese stationery manufacturers should focus on sinking channels and rising brands. Stationery brands should not limit their vision to first- and second-tier cities, third- and fourth-tier cities. And the township market is also very large.

At present, the retail terminals of the student stationery market include department stores, local chain supermarkets, specialty stores, wholesale markets, e-commerce, etc. It can be said that in the era of “terminals are king”, channel construction has almost brought a revolution to the office supplies industry. On the one hand, how the brand chooses the right channel, on the other hand, how the terminal chooses the right brand. This may be the key to the continued development of stationery products.

Compared with stationery products, supermarkets and department stores are relatively mature channels. A supermarket system with large output and stable sales is a huge temptation for local brands, but the competitive situation is also severe. A store often has multiple brands competing at the same time. , Terminal resources are scarce, and investment in human sales promotion is large. In addition, in some large supermarket chains, brands not only have to bear various expenses, but also bear the risk of uncompleted sales tasks being cleared during the billing period. E-commerce platforms are in the developed first and second lines. The city has been recognized, and for parents in lower-tier cities, they are more willing to choose tangible physical stores, such as supermarkets and stationery wholesale markets.