"Stationery Assassin" has been repeatedly appeared

"China Economic Weekly" reporter Jia Xuan | Beijing report

After avoiding the "ice cream assassin", he did not escape the "stationery assassin". In September of Jinqiu, the starting economy was hot, and the stationary stationed as a must -have for the sales of sales.

The reporter visited a number of stationery and small commodity stores in Beijing and found that almost all businesses launched the "school season" sales area in the most obvious position. The stores such as "learning hegemony" and "teacher recommendation" can be seen everywhere in the store. In addition to the basic functions, many functions occupying the C position are more "cool". Some pens are cartoon dolls, and they can also play cartoons. The stationery packaging is also more fancy. The imports and joint models are frequent, and the value of stationery ranges from tens of yuan to hundreds of yuan.

This phenomenon has attracted much attention on the Internet. Recently, many hot search involves "stationery toy" and "high -priced" stationery. "A neutral pen sells 55 yuan" and "why stationery is getting more and more expensive" and other topics have attracted much attention. Many parents have said that these "fancy" and "high -priced" stationery is indeed easy to capture students, but it also makes parents wallets "very injured in injury to" very injured ", Even became a" stationery assassin ".

"China Economic Weekly" reporter Jia Xuan I Photo

Sky price stationery, luxury blind box ...

Import, joint -name boom boost price rise

"In my impression, a few dollars should be a few dollars, why are you selling dozens of now?" Lin Mei, a mother in Beijing Chaoyang, told reporters that at the end of August, she accompanied her second grade daughter to buy new Delivery of the semester, as soon as he entered the store, the child was attracted by the stationery.

Under her patient guidance, her daughter finally selected 3 automatic pencils, 2 neutral pens, and a set of tape containing tapes and rubber books, paying a total of 350 yuan. "Although I have prepared psychological preparation, this price is really a bit high."

Lin Mei found that the price of stationery on the market was very far away, and the most traditional pencil was less than 1 yuan, but she only bought it once, the reason is simple -children do not like it. "In the eyes of children, how can the kind of pencil with a unified green pen win the cartoon image with Mickey Mouse and Ice and Snow?"

The reporter also found that among the many "high -priced" stationery, "imports", "limited" and "joint" have become the "confidence" of these stationery value.

Taking automatic pencils as an example, the co -branded model is no different from ordinary pen cores and functions. The only difference is only pattern on the pen. The reporter saw on the e -commerce platform that a Japanese -imported Harry Potter joint limited -limited automatic pencil price was 88 yuan, a total of 4 sets of a total of 4; The single -family of the Cat Union is 86 yuan ...

Not only work on the outside, adding various additional functions is also one of the ways to harvest primary and secondary school students.

"My daughter said that the classmate had a pen that could put a slide, and many children looked together at the end of the class, and she also wanted it." Lin Mei said that there was a decompression book with "pinching pigs". The ballpoint pen of the small electric fan.

What makes her understand most is the electric rubber rubbing and desktop vacuum cleaner. "Rubbing, is it necessary to electric electricity? Will you not disperse your child's learning attention?"

This kind of concern is not unreasonable. Teacher Bai, a primary school in Fengtai, said, "At the parent meeting, we will remind parents that not to bring too fancy stationery to the school. Let these stationery scattered their attention. "

The price of stationery is not clear, and many parents are distressed. Lin Mei said that some stationery stores are chaotic. Not every product has labels. Many times a pile of pens are placed in a priced pen holder. There is a pain that is stabbed by the "stationery assassin".

In addition, in recent years, with the rise of the blind box economy, this wind has also blown into the stationery industry. Merchants have launched "stationery blind boxes", "disassembly music", "desktop blind bags", "poke boxes" and so on. Lin Mei said that this kind of blind box is quite popular among students, and some also compare "hidden models." But this kind of blind box is easy to recruit "three products", which makes her very worried that long -term use will affect children's health.

During the visit, the reporter also found that some stationery was also given "functional". The words "correction" and "teacher recommendation" are frequent in advertisements. A parent reported to reporters that the parents of the child and the classmates purchased an automatic pencil that claimed to be able to correct the pens. The price of a single -end activity was 90 yuan, and the small set of small sets of rubber, pencil core and a sword was sold directly 100 yuan to start 100 yuan. Essence

Small stationery industry: market size has exceeded 100 billion

Small stationery contains large industries. According to the "2022-2028 Chinese Stationery Industry Market Special Research and Development Strategy Analysis Report" released by Zhiyan Consulting, according to functional purposes, stationery can be divided into office stationery, writing tools, student stationery and other cultural and educational supplies. It is 61%, 21%, 12%and 6%. About 300 million student groups and about 100 million office workers are the main force of stationery consumption.

The report shows that the global stationery market was US $ 175.2 billion in 2013, the market size in 2020 was 189.6 billion US dollars, and the compound growth rate of compound growth in 2013-2020 remained at 1.13%. Among them, my country's stationery market has officially exceeded 100 billion yuan, reaching 163.891 billion yuan. my country has also become one of the world's largest consumer consumer.

Under the blue ocean, various merchants all poured in. Data from Tianyan Check shows that there are currently over 7.04 million stationery -related companies in my country. Among them, over 5.66 million related companies were established within 5 years, accounting for 80.45%. Since 2012, the annual growth rate of stationery -related enterprises (all enterprises) has risen year by year. Among them, the annual registered enterprise in 2021 has exceeded 2.14 million, with an annual registration growth rate of 39.35%, which is the highest in history. As of August 30, more than 1.76 million stationery -related enterprises have been registered this year. Faced with the increasingly competitive market, the frequency of "stationery assassins" and other issues have also attracted the attention of relevant regulatory authorities.

As early as last year, the China Consumer Association issued stationery safety consumption reminders that they carefully purchased "toy stationery" with unique styling and decorative, trying to avoid using the bright and fragrant stationery.

On August 31 this year, the Beijing Market Supervision and Administration Bureau issued a reminder and warnings on regulating the price behavior of the city's stationery sales operators, and clarified that the stationery sales operators should strictly implement the specifications of the clear price in the process of sales of stationery, marked the product name of the product in accordance with the law. , Price and Valuation Units, real, accurate, signed the counterparts, and obvious signs.

On the same day, the Beijing Consumer Association issued stationery consumption reminders to remind parents and students to consume rationally, and do not blindly compare to buy luxury, high -priced stationery products, especially to buy unique and decorative toy stationery with caution.

The Beijing Consumer Association reminds that consumers try to buy stationery supplies at regular places and check carefully before buying whether there are product names, factory names, specifications, execution standards, qualified logos and other information. "Words and stationery are clearly marked with the production date and shelf life. Parents should guide their children to consume scientific and rational consumption, face new, strange and special stationery products in the market, and abandon consumer psychology such as blindly following the trend and comparison. According to their own needs, choose the stationery products that suits them, and develop themselves. Habit.

For the "stationery Blind Box", which reflected more problems with parents, on August 16, the State Administration of Market Supervision issued the "Guidelines for Blind Box Business Activities (Trial) (Draft for Solicitation)", stipulating that "blind box operators must not be 8 years old to 8 years old The following minors sell blind boxes. "

(The requirements of the interview object, the text is a pseudonym.)

(This article was published in "China Economic Weekly", No. 17, 2022)

The cover of the 17th issue of 2022 "China Economic Weekly"

---

- END -