For many entrepreneurs, the office stationery industry is very attractive because of its broad consumption potential. However, while sharing the “cake†of the stationery industry, we must also be aware of the “underflow†hidden under the surface of the stationery industry.
Although the development of stationery has become more and more mature, more and more office stationery companies have begun the "Internet +" era. However, in the course of its development, it is inevitable that it has the characteristics of "Tianchao" - the cottage. Like many industries, in China, no product can escape a "nightmare." With a little attention, you can find that no matter how novel the product is, as soon as it appears on the market, there will be a "studded actor" instead. In fact, it is very common for stationery manufacturers to imitate each other's designs, which has led to serious homogenization of stationery products.
The emergence of product homogeneity means that inferior competitors increase, they do not hesitate to use the price advantage, small profits but quick turnover marketing means to seize the formal enterprise product market, no doubt a heavy blow to the enterprise.
The high degree of homogenization of stationery products and the imitation of plagiarism have exceeded the scope of market competition. Some small companies can post more than 10 different trademarks after the same product comes out and sell them all over the country. The ensuing problem is a series of unfair competitions such as disorderly brand names, which greatly affects the healthy development of the stationery industry.
The rampage of “cottage products†also reflects the lack of branding in stationery companies. For a long time, most Chinese stationery manufacturers have been marketing abroad in the form of OEMs. Stationery companies generally lack awareness of brand building. On the one hand, this kind of OEM production has weakened the investment of the stationery manufacturing enterprises in the R&D design, resulting in the technical content of the stationery products and the added value of the products are generally not high; on the one hand, it is not conducive to the enterprise to build its own brand value, which is also leading China to the present. There are not a few reasons why the stationery brand in the overseas market is well known.
In addition to the lack of brand awareness, another reason why Chinese stationery companies are reluctant to invest in innovation is the lack of protection of intellectual property rights in the domestic stationery industry. The cost of product creation, design, and R&D is high, but it is easy to copy. If a company spends a huge amount of money to launch a creative product, it is necessary to spread the design cost to the product. It is very likely that the market that should have been obtained is taken away by the cost advantage of the counterfeit products, and the intellectual property rights are not effectively protected, and the enterprises often lose more than they gain. This makes many companies prefer to process for others, and is not willing to spend effort on research and development.
How the office stationery industry can seize business opportunities on the basis of product homogenization or before homogenization is a problem worthy of consideration by enterprises.
Entrepreneurs must see the shortcomings of the industry while seeing the interests of the industry, in order to avoid these shortcomings or break through these shortcomings in the development process, and comprehensively consider the risks of the industry in order to achieve smooth development.
It is hoped that enterprises in the office industry will be able to survive and survive in the social environment where “cottage products†are rampant.
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