With most schools and offices across China reopening in 2021, writing instruments will recover from the current value slump caused by the COVID-19 pandemic in 2020. As COVID-19 is now being controlled relatively well in China, with very few new cases being identified, it is expected that there will not be any further mass shutdown of schools and offices during 2021.
Shanghai M&G Stationery continues to lead writing instruments and was the only player with a double-digit value share in 2020, accounting for over a fifth of sales. The company was able to maintain current value sales growth despite the shutdown of schools and store-based retailing outlets in the first quarter of 2020.
Writing instruments players will continue to accelerate sales growth in e-commerce in 2021 after an unprecedented peak linked to store-based retailing closures and movement restrictions in 2020. E-commerce platforms provide consumers with a more convenient way of making replenishment purchases and bulk purchases, with the channel also less expensive in comparison to store-based specialist retailers.
The rise of digital technology will continue to largely undermine demand for writing instruments in the forecast period. Activities such as letter writing and note-taking are being gradually replaced by digital messaging and advanced information technology.
Luxury writing instruments are considered as a symbol of social status and wealth among affluent modern consumers. Luxury writing instruments are thus expected to witness healthy current value growth in the forecast period, as China is seeing rapid growth in the number of affluent consumers with increasing disposable income levels and demand for higher living standards.
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Understand the latest market trends and future growth opportunities for the Writing Instruments 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.
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This report originates from Passport, our Writing Instruments research and analysis database.
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