Abstract:Student supplies refer to the related items used by students in school study, life and extracurricular activities. With the upgrading of consumption and the increasing emphasis on education, more parents are willing to provide better learning conditions for their children, which further drives the growth of the market. According to the data, the market size of the mainland student supplies industry in 2022 will be 255.5 billion yuan, with an average compound annual growth rate of 9.0% from 2018 to 2022. In 2023, the market size of China's student supplies industry will be about 283.6 billion yuan.
1. Definitions and Classification
Student supplies refer to the items used by students in school for study, life and extracurricular activities. Student supplies are designed to meet the needs of students while they are in school, including but not limited to learning tools, necessities, and recreational facilities. Student supplies play an important role in students' learning and life, helping to improve learning efficiency and quality of life. Student supplies can be divided into school supplies, daily necessities, stationery and sports supplies, electronic products, and other supplies.
Second, industry policies
In recent years, the student supplies industry has received great attention and strong support from national policies. The state actively advocates and encourages innovation and technological breakthroughs in the student supplies industry, and injects strong impetus into the sustainable and healthy development of the industry through a series of policies and measures. In March 2023, the Tianjin Municipal Market Supervision Commission issued the "Notice on the Work Plan for Inspection and Testing to Promote Industrial Optimization and Upgrading", proposing to focus on food, medical equipment, student supplies, baby and child products, elderly products, furniture and household appliances, transportation and other products closely related to the people's clothing, food, housing and transportation, support inspection and testing institutions to carry out "one-stop" services for quality infrastructure, and provide overall solutions for quality and reliability covering the whole life cycle of product design, research and development, production, sales and use. In January 2024, the State Administration for Market Regulation, the Ministry of Education, and the Ministry of Industry and Information Technology issued the Announcement on Strengthening the Safety Management of Key Children's and Student Products, proposing that e-commerce platforms should strengthen the inspection and monitoring of children's and student product operators on the platform, and prohibit the sale of products that do not meet the requirements of laws, regulations and mandatory standards. Children's and students' products that pose safety risks or are prone to violence when used, as well as similar new products, such as ballpoint pen knives, radish knives, laser pointers, crystal clay, magnetic beads, nasal energy bars, fire paint stamps, children's real cooking kitchen utensils, etc., must not be marketed to promote violent content or make false inducing demonstrations. For the sale of children's and student products that may have potential quality and safety risks in shops around the campus, the market supervision department shall implement key supervision.
Third, the development process
The development of China's student supplies industry is mainly divided into the embryonic stage before 2000, the initial development stage from 2000 to 2008, the rapid development stage from 2008 to 2018, and the innovative development stage from 2018 to the present. Before 2000, with the improvement of education level and the diversification of students' needs, China's student supplies industry began to sprout. Multi-functional children's learning tables and chairs, LED eye-protection desk lamps and other products have appeared in the domestic market one after another, but the number of enterprises that can independently develop and produce at that time is limited, and the overall development of the student supplies industry is relatively slow. Since entering the 21st century, with the change of parents' consumption concept and the promotion of consumption upgrading, the student supplies industry has begun to enter the initial stage of development. Some manufacturers began to pay attention to and invest in the design and production of student supplies, the product range was gradually enriched, and the market competition began to intensify. Since 2008, a large number of manufacturers have emerged in the real sense of the word, mainly designing and producing functional children's school products. At the same time, as parents begin to understand and pay attention to the health attributes of children's school supplies, the student supplies industry has grown rapidly, and the market competition has become more and more fierce. Since 2018, China's student supplies industry has been in a stage of innovation and development. With the advancement of technology and the ever-changing needs of consumers, the student supplies industry is facing new opportunities and challenges. Intelligent and digital products have gradually penetrated into the student supplies market, such as smart stationery and e-school bags, meeting the needs of contemporary students for innovation and convenience. At the same time, personalized customization services have also become the mainstream, and the student supplies industry can provide personalized customized services according to the needs and preferences of students to meet the individual needs of students.
Fourth, industry barriers
1. Channel barriers
The sales channels of student supplies are relatively fixed, mainly including schools, stationery stores and e-commerce platforms. For enterprises that are new to the student supplies industry, building their own sales channels and competing with existing channel providers not only increases the difficulty of entering the market, but also requires new entrants to have deep market insight and strong operational capabilities.
2. Technical barriers
With the advancement of science and technology, the student supplies industry is also constantly innovating and upgrading. Some high-end and intelligent student supplies, such as intelligent learning machines, e-school bags, etc., require student supplies companies to have strong technical research and development capabilities. It is difficult for new entrants to the student supplies industry to gain a competitive advantage in the market if they do not have sufficient technical reserves and innovation capabilities.
3. Consumer preference barriers
Consumers' preferences and habits for student products are also one of the industry barriers. Some consumers are accustomed to buying a certain brand or type of student product and may be resistant to new entrants. Therefore, companies that are new to the student supplies industry need to spend more energy to understand and meet the needs of consumers in order to break down the barriers of consumer preferences.
Fifth, the industrial chain
1. Analysis of the industry chain
The industrial chain of the student supplies industry is relatively complete, covering all links from raw material supply, manufacturing to sales channels. The upstream of the industrial chain is mainly raw materials, including paper, plastics, chips, displays, memory, etc.; The middle of the industrial chain is the production and manufacturing of student supplies; The downstream of the industrial chain is the sales channel of student supplies, including distributors, retailers, e-commerce platforms, etc., and finally sells to consumers.
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