Writing instrument industry: Concentration needs to be improved, and brand leaders enjoy advantages

In terms of market size, my country's writing instrument market retail sales reached 19.835 billion yuan in 2016, while the US writing instrument market retail sales were 3.652 billion US dollars (equivalent to RMB 24.3 billion) in the same period. The two are roughly the same in scale. However, due to the large population, the retail sales of writing instruments per capita in my country is only 19% of the average retail sales of Americans, and there is more room for growth in the future. In terms of growth rate,...In terms of market size, in 2016, my country’s writing instrument market retail sales reached 19.835 billion yuan, while the US writing instrument market retail sales reached 3.652 billion US dollars (equivalent to approximately 24.3 billion yuan) in 2016. Both The scale is roughly the same. However, due to the large population, the retail sales of writing instruments per capita in my country is only 19% of the average retail sales of Americans, and there is more room for growth in the future. In terms of growth rate, the growth rate of retail sales of writing instruments in my country has continued to decline in recent years, which is consistent with the previous revenue growth trend of the cultural, educational and office supplies market. The decline in the industry's prosperity will force the industry to reshuffle. According to the annual report, there were 17 loss-making companies in the pen-making industry in 2016, an increase of 30.77% year-on-year. Outdated companies were further eliminated, and industry integration accelerated. From the perspective of the market structure, my country's writing instrument market CR5 is 30.4%, of which the market share of the largest Chenguang Stationery is 15.9%, which is three times that of the second largest brand, Zhencai Stationery. In contrast, CR5 in the American writing instrument market reached 71.1%, and the top three brands accounted for 29.1%, 14.3%, and 10.8%, respectively. Compared with developed markets, the market concentration of writing instruments in my country still has a large room for improvement, and brand leaders enjoy greater advantages in the future.