The development trend of stationery

With the development of my country's economy, the office stationery industry has formed a huge market with an annual consumption of 350 billion yuan. According to the results of the 1995 industrial census, there are about 3,000 enterprises engaged in stationery production in my country, of which about 1,000 have annual sales of more than 8 million yuan. Most of these production companies are concentrated in Jiangsu, Zhejiang, Shanghai and Chaoshan area of ??Guangdong. In 2000, the export volume of my country's stationery enterprises reached more than 2.6 billion U.S. dollars, which has been increasing in recent years. Europe, America, Southeast Asia, the Middle East, etc. are all export destinations of our country.

From the perspective of the domestic market, my country currently has about 180 million primary and secondary school students, more than 3 million college students, about 50 million adult students, and about 34 million leaders of enterprises and institutions. In addition, there are Employees of various private commercial companies in larger local areas. The development of society requires further enhancement of the cultural and educational quality of the people, and the amount of investment in education has increased significantly. The office stationery industry has a very broad consumer market. For a long time, due to the overall high gross profit margin of the office stationery industry, many manufacturers and investors have been rushing forward, resulting in a serious waste of production resources. The sales channel construction system is weak and imperfect; companies and products are mixed, and the industry channels are chaotic. After my country joined the WTO, the huge office stationery consumer market also attracted active foreign investment. In terms of retail distribution channels, professional international retail giants of office stationery such as OFFICE1 and OFFICE STAMART have taken the lead in landing. In terms of production and manufacturing, Mapei and Yafu have established their own production bases in China. Therefore, under internal and external pressure, industry consolidation is imminent! The following will elaborate on the marketing of office stationery companies from five aspects: channels, products, prices, services, and management.

One: Channel integration is the most critical, urgent and important issue that needs to be solved immediately for office stationery production and distribution companies. The industry's distribution channels are narrow and long, and product delivery speed is slow. The most critical thing is that this ladder-type channel structure seriously leads to a decline in product gross profit margin, which is not conducive to the large-scale, rapid and long-term development of the company. Therefore, office stationery companies must first solve the problem of channel integration. Channel integration can start with the following strategies:

1. Due to the inevitable decline of wholesale business, the distribution capabilities of first-level dealers should be gradually weakened and the traditional top-down sales method should be transformed into a flat channel structure. That is, by strengthening the market management functions of each branch, we will gradually support and cultivate the distribution capabilities of dealers in the second and third tier markets. Its operating methods are:

The market structure originally used "province" as a distribution unit to "region" as a distribution unit;

Cultivate one to two distribution units in each province. Transform merchants into cultivating one or two dealers in each region; establish chambers of commerce to strengthen regional dealer network penetration and distribution capabilities and prevent stock rush;

2. Strengthen the distribution function of retail terminals. By supporting dealers in second- and third-tier markets, we will cultivate retail terminal image distribution outlets in various regions, so as to ultimately achieve the goal of seizing terminal victory;

Strengthen retail terminal team management and business quality training; Establish professional office stationery Image store distribution network; establish an image store operation and management system; highlight the counter marketing model;

strengthen terminal distribution and display management;

3. highlight the management model of key retail customers, Maintain the market through intensive cultivation. Establish a key retail customer management service department to promote cooperation with key retail customers with professional management methods and management policies. Key retail customers include (limited to hypermarkets and supermarkets): Walmart, Carrefour, Trust-Mart, Metro, China Resources Vanguard, New Yijia, Smart Century Lianhua, RT-Mart, Auchan, Shanghai Hualian, Beijing Hualian

4. Establish a headquarters direct sales management department , directly participate in the procurement and bidding projects of governments, enterprises and institutions in various regions across the country, and expand the distribution network and market share of the company's products;

Second: Product Integration

Establish product elimination Innovation mechanism. Consider introducing an elimination mechanism for products whose sales are declining year by year, whose functions have faded, and whose styles are outdated and no longer competitive. Continue to strengthen competitive flagship products and advantageous products, and further expand market share through these advantageous products. In addition, new products should be gradually developed while consolidating and developing the market share of existing products.

Classify all products according to sales volume and profit margin;

Divide all products into high-end and low-end according to function, quality, and price; Design corresponding products based on classification combinations and high-low-end classification characteristics Sales strategy;

You can consider extending professional office stationery products to teaching stationery, student stationery, etc., and make full use of your existing market network and sales channels to promote product distribution. .

Increase well-known and practical foreign office stationery, teaching stationery, and student stationery agency brands; strengthen product design innovation capabilities, and develop a series of own-brand student stationery products;

In Under the constraints of its own production conditions, the designed and developed products are operated as OEM solutions;

Third: Price integration

The price systems of many companies have not formed a unified and standardized management system. . Or, the price is simply decided by the company's top managers. Such a price system cannot stand the test of the market. The price should be determined by taking into account factors such as the product's quality level, functional characteristics, production costs, competitors' product prices, market potential, dealers' price assessments, consumer market surveys, promotion methods and policies.

1. Price management strategy for similar products; For similar and homogeneous products, the price is the same or slightly lower;

For similar and homogeneous products, the price can be determined based on the market differentiation of the brand. Formulated; For products of the same type and different quality, prices should be determined based on differences in quality;

2. Price management strategy for new products; New products must be non-similar products on the market;

The price of new products must be the result of strict market demonstration;

The smooth implementation of new product prices will mostly be determined by the corresponding promotion methods;

3. Establish a sound price management system; formulate strict and standardized price setting management procedures;

Establish a price setting and evaluation management system. The system members are composed of: factory representatives, sales department, marketing department, and finance department; management The second-line members of the system are composed of: local branches and business department managers; the external members of the management system are composed of: dealers and consumers at all levels;

The work contents of the management system include: price setting of new products, Price adjustment management of old products, price analysis of competing products, etc.;

4. Service integration

Service is an extension of brand strategy and marketing means. The quality of service often determines the sales volume and customer relationships of a company's products in a certain region. When the same industry has not vigorously promoted after-sales service measures, companies should proactively promote this measure. Excellent service plays a vital role in promoting product sales and deepening the brand.

Four: Management Integration

At present, most domestic office stationery companies have not performed outstandingly in internal management. This is because some companies do not have strict requirements in the introduction, development and management of professional and high-quality talents due to their low starting point in the early stages of entrepreneurship. However, as the consumer market gradually matures, industry competition pressure increases, and the living space of enterprises is increasingly compressed.

Especially today when products and marketing are homogeneous, companies must calm down and carry out a comprehensive management integration strategy of development, education, and progress starting from the comprehensive quality management of internal managers.

1. Establish an active talent management mechanism, introduce high-quality marketing management talents and strategic reserve management talents; recruit management talents with rich marketing experience from the society;

Recruit from various colleges and universities Colleges recruit fresh graduates with certain marketing theoretical knowledge; implement a "strategic reserve management" mechanism for fresh graduates;

Carry out strategic training and development based on learning, practice, assessment, etc.; 2. Establish a competitive job management incentive mechanism; (graded) sales commission; new customer development award; monthly sales competition; best salesperson selection; best branch manager selection; outstanding contribution award;

3. Establish a quality training and management mechanism for middle and senior managers and salesmen;

Hire professors from well-known colleges and universities as guest lecturers, and hold marketing management course training for middle and senior managers on a regular or irregular basis; The company regularly dispatches personnel to provide education and training to the salespersons of each branch in terms of professional business knowledge, business skills, business quality, business systems, corporate culture, etc., and conducts regular professional business knowledge assessment;

Through quality education , create and strengthen a unique corporate marketing management culture, comprehensively improve the professional quality of managers and front-line business personnel, and lead the company to the track of healthy and standardized development;

4. Establish a corporate brand image management mechanism ; Formulate a correct and pragmatic brand positioning strategy;

Use healthy and novel brand promotion methods to make market consumption centered on brand-oriented becomes inevitable; As a single brand has become mature, it is necessary to adapt to single-brand operations. Brand management develops simultaneously;

Set and increase the brand added value of office stationery. And use high-quality after-sales service as a maintenance and extension of the corporate brand, while promoting the brand's market penetration.