In the past, office supplies were limited to stationery, and companies in the office industry often operated single-category products. Nowadays, with the arrival of the “Office 3.0†era characterized by convergence, many companies have created the concept of “big officeâ€, providing a one-stop shopping office solution, in addition to traditional office supplies such as paper and pen. Office furniture, equipment and other essential products for modern office.
From making products to doing services
"Office 3.0" main fusion
"It is very convenient to purchase office supplies now. Many companies can provide one-stop shopping solutions." Recently, Xing Lili, an administrative assistant at a startup company, came to the Yongwaicheng Stationery Market to purchase office supplies for the company. One day she got almost all the work at a merchant. “Now we can not only buy a whole set of office supplies produced by a brand, but also provide office furniture, equipment and other ancillary services. It is indeed more convenient than before.†Xing Lili told reporters that the one-stop solution not only facilitates the company’s procurement, but also More favorable prices.
In the era of collective transformation of the office industry, with the transformation of factors such as technology, market and consumption habits, more and more enterprises have begun to adjust their strategic layout. While developing “office stationeryâ€, they are more focused on the comprehensive development of enterprises. Integrate R&D, production and trade. “Take power as an example, it upgraded the brand from Deli Stationery to competent office, and first proposed the concept of “big office†in the industry, and proposed a one-stop procurement office overall solution to solve the complicated and scattered consumption pain points of the product category. .
It is reported that the term "integrated stationery" was born in the era of "office 2.0". Some enterprises actively promoted the brand strategy and gradually became a comprehensive stationery supplier and won a part of the market share. Today, the "Office 3.0" era is characterized by convergence. "On the one hand, the evolution of models and channels will continue to emerge in the future when more business types are used. The sales and marketing in the 'Office 3.0' era is integrated in the digital, mobile, and new business environments. On the other hand, China. The integration of the office market and the world market, the annual demand for office supplies consumption has exceeded 200 billion US dollars, while China accounts for less than 10%." In 2003, "Office 2.0" first appeared, in a short period of ten years, the stationery industry is moving The "Office 3.0" era is moving forward. From "Office 2.0" to "Office 3.0", the biggest change in the industry is from product making to integration and service.
The whole solution is getting together
Increased competition in the domestic market
“I turned around in the stationery market and found that many brands can provide one-stop shopping services for enterprises. Some even want to cut prices by 10% in order to get our orders.†Xing Lili told reporters that this purchase Her greatest feeling is that the services provided by enterprises are highly homogenized.
“When the one-stop shopping was just emerging, the market effect was good and the profits were considerable. But there are too many companies and brands to do this kind of service, and some even fight the price war, which leads to the fierce competition in the market today.†A merchant in the Yongwaicheng Stationery Market told reporters, “At that time, the concept of one-stop shopping was still very fashionable.†According to him, in the past two years, one-stop stationery purchases such as deli and unity were in the market. Quietly rising, the market has ignited a "one-stop shopping is a trend of development", followed by a one-stop business has sprung up.
During the visit, the reporter learned that the brand services provided by the one-stop office procurement are similar in the market. In addition to traditional office supplies such as paper, pen, stapler and folder, they also provide modern office furniture and equipment. Products, product homogeneity is serious, and supporting services are also lack of new ideas.
"At present, more and more enterprises in Ningbo have begun to do comprehensive stationery, and the market competition is very fierce." As the "China stationery capital", Ningbo's market changes are the epitome of the entire industry, from which you can see it.
Call for clear division of labor
Create a "specialized new product" product
“I don’t recommend that companies do integrated stationery suppliers. Although this has expanded the scale of enterprises, it has intensified competition in the domestic market, which has caused some enterprises to fall into the vicious competition of price wars, which is not conducive to the healthy development of the industry.†Chinese cultural and educational sporting goods In an interview with reporters, Yi Xiaolu, vice chairman and secretary-general of the association, said that the industry can adopt a development model of “comprehensive suppliers + specialization and specializationâ€, and clearly divide the work among enterprises. “Some companies that have a certain brand effect in the market choose to develop into integrated suppliers. Some small and medium-sized enterprises can work hard on product design and development, and make products to the top level in the industry, providing products for integrated supplier companies, which will help improve Industry concentration is also conducive to improving the overall level of the industry."
In addition, Xu Gubao, vice chairman of the China Culture and Education Sporting Goods Association, believes that the current concentration of the stationery industry is not high, and it is necessary to integrate large and medium-sized enterprises in the stationery industry. “Enterprises should not blindly do all the best, and they can use their products to be 'special'. For example, the main products can be upgraded to more than 70% of the overall production, and product innovation and technological breakthroughs can be intensified to avoid the high-end products. The situation." "I learned from overseas inspections that some foreign stationery companies have adopted strong and strong ways to reduce the purchase price when importing Chinese products. For example, they will agree to import refills from a single company, and then Another company uniformly imports ink, and the division of labor is quite clear. Not only the large-scale unified procurement reduces the purchase price of the enterprise, but also the domestic enterprise loses the bargaining qualification due to the unity of the buyer.†Yi Xiaotong said that China’s stationery enterprises It is also possible to use the above-mentioned methods. Enterprises can join forces to select a company to export a product in a unified manner. “It is recommended that stationery companies adopt mutual participation, joint raw material procurement, joint sales and other forms to reverse the low profit margin. â€
Source of information: Internet
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