Luxury writing instruments and stationery maintained growth in 2020, and this is set to continue in 2021, although at a slower rate than most other personal luxury categories. It continues to benefit from consumers’ increasing interest in craftsmanship and personalised products.
Montblanc consolidated its leading position in luxury writing instruments and stationery in 2020. Its success can be attributed to its extensive product portfolio in writing instruments and stationery, together with limited-edition offerings with special themes and meanings customised for Chinese consumers.
The increasingly central role of digital technology in consumers’ everyday working and social lives is expected to continue undermining demand for writing instruments and stationery. Nonetheless, in order to communicate respect and seriousness, many professional people, such as doctors, lawyers, teachers and businesspersons, continue to use pens to sign and comment on documents.
E-commerce demonstrated strong resilience against COVID-19 back in 2020, when bricks-and-mortar stores suffered from lockdowns. In 2021, e-commerce penetration is set to deepen, as consumers’ habit of purchasing online continues and most players in the market target online platforms as important channels to drive sales.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Luxury Writing Instruments and Stationery industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This includes luxury writing instruments – pens and pencils – and luxury stationery. Excludes colouring, markers & highlighters and writing accessories. Pen inks and refills are also excluded from this category along with all industrial or specialist pens (such as pottery pens, etc.). Luxury stationery includes personal organisers, diaries, notebooks, address books, writing paper, envelopes and greetings cards.See All of Our Definitions
This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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