Environmentally friendly stationery: the brand "short legs" need to be stretched
[Office Partner Information Center] The current concept of environmental protection is deeply rooted in the hearts of the people. Many stationery manufacturers have launched environmentally friendly stationery products to hit the market. Students are the main customer group. Because students are active in thinking, singular, accepting new things, and using high frequency of stationery, they generally pursue the latest styles and the best quality.
However, many manufacturers of environmentally friendly stationery have a bitter smile: "Environmental stationery is too difficult to brand, and the process of creating a brand can't run out of the market." The reality is that even the best craftsmanship can't hit the brand, but the stationery produced by the good craftsmanship. But faced the fate of being quickly copied. When the brand of a certain environmental protection stationery has not yet gained a certain reputation, similar products are more and more in the market, and it is necessary to carry out a price tug-of-war, which will lead to a long-term development.
Stationery manufacturers in the Pearl River Delta and Yangtze River Delta regions, even if some new products are self-developed and innovative, there are still few brands. According to industry insiders, many stationery companies are mainly engaged in processing. Even if they do their own products, there are not many brands. In addition, environmentally friendly stationery has high requirements for production conditions and technical processes, and the market development of environmentally friendly stationery is not very optimistic. As a stationery brand, the investment is also very large, which is not very realistic for the average SME.
In the past, the focus of stationery enterprises and business households was mainly on production. Nowadays, the quality and variety innovations are slowly changing. However, the development of new products is still very weak. It is difficult to develop a small number of enterprises. Innovative and environmentally friendly products with their own characteristics, and this is exactly what is necessary to establish an environmentally friendly green brand. At the same time, the traditional concept has led many people to think that stationery is not necessary to brand, and even think it is a gimmick.
Although some people in the industry now realize the urgency and importance of developing products, improving quality, and branding, some companies are beginning to benefit from technology and expand their market with brands. But in general, most of the stationery companies and business households in the stationery brand still seem to be unable to do so, the road to environmental protection stationery branding, is still rugged.
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