Writing Instruments in Hong Kong, China

PROSPECTS

Brands seek to expand consumer bases by appealing to younger consumers

Although sales of writing instruments are already relatively high among young adults, teenagers and children, the category’s leading brands continue with their attempts to support flagging growth by extending their consumer bases to include younger segments. Several of the category’s leading brands are actively launching new pencils and pens for even younger children.

Licensed character branding to remain key to attracting children

With sales of writing instruments increasingly dependent on demand among children, leading brands increasingly seek tie-ins and crossovers with popular animated characters through licensing deals with the owners of the character’s image. This is indeed becoming a common strategy integral to driving demand among the key segments of primary and secondary school students.

Writing instruments slated for positive growth despite the threat from digitalisation

Despite the increasing popularity of computers and other digital equipment, sales of writing instruments are set to continue increasing steadily over the forecast period. This is mainly due to consistent demand among schoolchildren and those working in office environments.

COMPETITIVE LANDSCAPE

Competitive landscape remains stable amidst moderate sales growth

With growth remaining modest in writing instruments in 2018, the competitive landscape was relatively stable and there was little in the way of changes to the competitive positions or value shares of the leading players. The main reason for suppressed activity in the category is that demand for manual handwriting tools is now much lower than it was in the past.

Japanese players lead mass sales; European and US brands lead luxury sales

Within the mass segment, Japanese brands Pilot, Mitsubishi, Pentel and Zebra remain the leading names. These players all offer wide ranges of pens, markers and pencils, with regular new launches, including limited edition that are able to generate strong demand.

Online sales likely to come to the fore during the forecast period

Internet retailing gained ground as a retail channel for writing instruments over the review period and this trend is likely to continue building over the forecast period. With their low unit prices, small size and low weight, writing instruments make the ideal online purchases.

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