Despite the ongoing growth of digitalisation, both value and volume sales are on the rise for writing instruments. Consumers continue to seek writing instruments of quality while trends have also risen for a wider variety of pens, particularly “fashion” pens.
Amidst the COVID-19 pandemic, with store closures since the start of 2020, there has been huge potential for luxury brands to turn to e-commerce platforms in order to remain competitive and to keep them in business. In the context of luxury writing instruments, German luxury brand Montblanc held a super brand day to celebrate the opening of its online flagship store at Alibaba's Tmall, China's largest e-commerce platform in July 2020.
Mont Blanc Commercial (China) Co Ltd extended its lead in luxury writing instruments and stationery in 2019. Its success stemmed from its broad product portfolio of writing instruments as well as its highly designed limited editions with special themes and meanings.
Positive growth momentum is expected to be seen over the forecast period with improved living standards supported by increased disposable income once the pandemic comes under complete control globally. Consumers are likely to engage in consumption upgrading while positive predictions from the Chinese economy is set to widen the base of wealthy people in the country and boost demand for high-end and even luxury goods, such as writing instruments that denote personal social status and wealth.
Rising brand awareness and a return to economic growth once the economy rebounds from the pandemic, is set to lead to ongoing high disposable income among some demographics in China, which will support growth of luxury writing instruments. Moreover, more user-friendly writing instruments are being launched with pen manufacturers using the latest designs and craftsmanship, many of which are of limited edition, to position their brand and to garner market share.
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 businessmen continue to use pens to sign and comment on documents.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
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 report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page