1. stationery industry overview

The stationery industry refers to stationery, stationery, office supplies and other related supplies, such as supplies for the opening ceremony commonly used in teaching, pens, paper, projectors, whiteboards, binding machines, easel, desks and chairs. Enterprise units commonly used file supplies, desktop supplies, office equipment, financial supplies, consumables and a series of work-related supplies. According to the national standard GB/T4754-2017 Classification of National Economy, the stationery industry mainly belongs to category C, and the stationery and office supplies manufacturing industry is one of the middle categories (coded C241), mainly including stationery manufacturing, pen manufacturing, ink and ink, teaching models and teaching aids manufacturing, other stationery and office supplies manufacturing, plus paper books and arts and crafts pigments that are highly related to the stationery and office supplies manufacturing industry in other middle industries, together, it constitutes seven sub-sectors of the stationery industry.

The stationery industry is an important part of China's light industry and one of the main products exported by China. According to statistics from the China Cultural, Educational and Sporting Goods Association, in 2018, there were 2538 enterprises above designated size in the national cultural, educational and sporting goods manufacturing industry (enterprises with annual main business income of 20 million yuan and above), with total assets of 111.635 billion yuan; completed main business income of 316.977 billion yuan, a year-on-year increase 7.31%. Among them, there were 1081 enterprises above the scale of cultural and educational office supplies manufacturing, with a total of 146.422 billion yuan, accounting for 46.19 percent, an increase of 5 percent over the previous year. The total profit of the cultural, educational and sporting goods manufacturing industry was 21.53 billion yuan, up 15.53 percent from the same period last year, of which 10.711 billion yuan, accounting for 49.7 percent, up 15.02 percent over the previous year. In 2018, the national cultural, educational and sporting goods manufacturing industry completed a total import and export volume of US $45.426 billion, an increase of 6.82 percent over the same period last year, of which: the cumulative export volume was US $42.69 billion, an increase of 6.83 percent over the same period last year; and the cumulative import volume was US $2.736 billion, an increase of 6.60 percent over the same period last year. The industry trade surplus was $39.954 billion billion, an increase of $2.562 billion over 2017.

Significance and Methods of 2. Consumer Research

Consumer research refers to the use of various market research techniques and methods on the basis of the study of the basic characteristics of the market environment (politics, law, society, culture, technology), demographic characteristics, lifestyle, economic level and other basic characteristics. The study of realizing one's own wishes and needs through the stages of cognition, attitude, motivation, choice, decision-making, purchase and use. The purpose of consumer research is to understand consumer needs and preferences, analyze consumer behavior and psychology, predict consumer changes and trends, and provide basis and guidance for marketing and product development.

Consumer research methods are mainly the following:

Survey method: Through questionnaires, interviews, observations, etc., collect basic information, opinions, feelings, suggestions, etc. of consumers, and conduct quantitative or qualitative analysis. The advantages of the survey method are large data volume, wide coverage and simple operation, while the disadvantages are that there may be sampling errors, answer deviations, analytical deviations and so on.

Experimental method: by manipulating the independent variable, observe the change of the dependent variable, and explore the causal relationship of consumer behavior. The advantage of the experimental method is that it can be more accurate and reliable.ConclusionThe disadvantages are high cost, long time, complicated operation, and interference from external factors.

Case law: by collecting and analyzing the specific situation of a particular consumer or consumer group, reveal the characteristics and patterns of consumer behavior. The advantage of case law is that it can gain insight into the real situation of consumers, but the disadvantage is that it is difficult to popularize and generalize, and may be subjective and one-sided.

Model method: By establishing a mathematical model of consumer behavior, using statistics, operations research, computer and other tools to simulate and predict consumer behavior. The advantage of the model approach is that it enables the comparison and selection of multiple assumptions and scenarios, but the disadvantage is that it is difficult to consider the complexity and variability of consumer behavior, and there may be model errors and parameter errors.

3. Shangpu Consulting's Consumer Research Case

Discover market opportunities and gaps, provide professional market research and consulting services for stationery and education companies, help them formulate effective market strategies and marketing plans, and enhance market competitiveness and brand influence.

The following is a consumer research case provided by Shangpu Consulting for some customers in the stationery industry:

An internationally renowned stationery brand: This brand has a high reputation and reputation in the Chinese market. It is mainly aimed at middle and high-end consumers. Its products cover a variety of stationery products such as pens, booklets, stationery boxes, tape, scissors, etc. The brand hopes to understand the cognition, attitude and loyalty of consumers in the Chinese market to its brand, as well as the satisfaction and improvement opinions of its products, so as to provide reference for its brand image and product quality. Champu Consulting conducted an online survey of 1000 consumers across the country using a questionnaire and came to the following main conclusions:

The brand's consumers are mainly concentrated in first-tier and second-tier cities, aged between 18-35 years old, with higher education, higher income levels, and higher requirements and preferences for stationery brands.

Consumers of the brand have a good overall impression of its brand, believing that its brand image is fashionable, elegant, professional, with excellent product quality, exquisite design, complete functions, reasonable price, high cost performance, thoughtful service and after-sales guarantee.

Consumers of this brand have high loyalty to its brand, saying that they will often or occasionally buy its products, recommend its products to relatives and friends, pay attention to its brand dynamics and activities, and participate in its brand interaction and feedback.

Consumers of the brand are highly satisfied with its products, indicating that its products can meet the needs of their daily life and work, improve their efficiency and taste, and bring them a pleasant and comfortable experience.

The brand's consumers' opinions on the improvement of its products mainly focus on the following aspects: increasing the types and styles of products to meet the individual needs of different consumers; increasing the innovation and functionality of products, and improving the added value and differentiation of products Advantages; increase the environmental protection and safety of products, reduce the impact and harm of products on the environment and human body; increase product promotion and publicity, and increase product awareness and purchase rate.

A leading domestic manufacturer of teaching supplies: The manufacturer mainly provides teaching supplies for primary and secondary schools, kindergartens, training institutions and other educational institutions. The products cover teaching models, teaching toys, teaching instruments, teaching software and other teaching supplies. The manufacturer hopes to understand the needs and preferences of educational institutions in the Chinese market for its products, as well as the evaluation and suggestions of its products, so as to provide a basis for its market development and product optimization. Using the interview method, Champu Consulting conducted telephone interviews with 100 heads or teachers of educational institutions across the country and reached the following main conclusions:

The manufacturer's teaching supplies have a high degree of awareness and recognition in the Chinese market, mainly from the quality, innovation, practicality, professionalism and other characteristics of its products, as well as its brand reputation, service, cooperation and other advantages.

The demand and growth potential of the manufacturer's teaching supplies are large, mainly affected by the following factors: the increase in the number and scale of educational institutions, the improvement of the quality and level of education, the change of educational concepts and methods, the increase of educational resources and investment, and the competition and regulation of the education market.

The preference and choice of the manufacturer's teaching supplies mainly depend on the following aspects: product quality and performance, product price and cost performance, product applicability and compatibility, product safety and environmental protection, product after-sales service And guarantee.

The evaluation and suggestions of the manufacturer's teaching supplies mainly involve the following aspects: product types and styles, product updates and upgrades, product customization and personalization, product promotion and promotion, product training and guidance.

A new domestic e-commerce platform for stationery and sports goods: this platform is an e-commerce platform focusing on stationery and sports goods, providing online purchase, price comparison, evaluation, consultation and other services of stationery and sports goods. the products cover stationery, sports goods, musical instrument supplies, game supplies and other stationery and sports goods. The platform hopes to understand the usage and satisfaction of consumers in the Chinese market on its platform, as well as their opinions and suggestions on its platform, so as to provide support for improving the user experience and user stickiness of the platform. Using the observation method, Shangpu Consulting conducted an online observation of the platform usage behavior of 1000 consumers across the country and obtained the following main conclusions:

The consumers of the platform are mainly concentrated in the third and fourth tier cities, aged between 15 and 25, with low education level and low income level, and have strong interests and hobbies in sports and sports goods.

Consumers of the platform use the platform more frequently, using it 2-3 times a week on average, and each time it is used for more than 30 minutes. The main use scenarios are leisure time, holidays, special occasions, etc.

Consumers of the platform use the platform for a variety of purposes, mainly including: browsing and understanding the information and dynamics of stationery and sports products, comparing and selecting the brands and prices of stationery and sports products, purchasing and evaluating the quality and service of stationery and sports products, consulting and exchanging the use and experience of stationery and sports products, participating in and enjoying the activities and discounts of stationery and sports products, etc.

Consumers of the platform are highly satisfied with the use of its platform, saying that its platform can provide rich and comprehensive selection and information of stationery and sports products, can provide convenient and preferential purchase and distribution of stationery and sports products, can provide real and useful evaluation and consultation of stationery and sports products, and can provide interesting and award-winning interaction and activities of stationery and sports products.

The opinions and suggestions of consumers on the use of the platform are mainly focused on the following aspects: increasing the security and trust of the platform, preventing fraud and counterfeiting of the platform, protecting the rights and privacy of consumers; increasing the stability of the platform

Increase the stability and speed of the platform, improve the performance and efficiency of the platform, and reduce platform failures and delays; increase the personalization and intelligence of the platform, provide products and services that are more in line with consumers' preferences and needs, and provide more suitable for consumers Experience and feelings of scenes and situations; increase the sociality and interactivity of the platform, enhance communication and communication between consumers, and increase consumers' participation and contribution to the platform.

4. conclusions and recommendations

The stationery industry is an industry with high market capacity and growth potential, and it is also an industry facing many challenges and opportunities. Consumer research is an important means and tool for stationery enterprises to understand market demand, analyze consumer behavior and discover market opportunities. As a well-known independent third-party research and investment and financing consulting agency in China, Shangpu Consulting has a professional consumer research team to provide customized consumer research services for customers in the stationery industry and help customers formulate effective market Strategies and marketing plans to enhance market competitiveness and brand influence.

According to the consumer research case of Shangpu Consulting Company, we can draw the following suggestions:

For stationery brands, we should pay attention to improving brand image and brand loyalty, increasing brand awareness and reputation, improving brand differentiation and added value, and enhancing brand influence and attractiveness.

For cultural and educational products, we should pay attention to improving product quality and product innovation, increasing product types and styles, meeting the diversified and personalized needs of consumers, improving product functionality and practicality, and enhancing product competitiveness and market share.

For cultural and educational services, we should pay attention to improving service quality and service efficiency, increasing the content and scope of services, meeting the convenience and preferential needs of consumers, improving the thoughtfulness and security of services, and enhancing service satisfaction and loyalty.

For the stationery platform, we should pay attention to improving the security and stability of the platform, increasing the performance and speed of the platform, meeting the trust and speed needs of consumers, improving the cost performance and efficiency of the platform, and enhancing the user experience and user stickiness of the platform.