What is opportunity-based marketing?

All marketing is based on business, and all business is based on opportunity!

In the best-selling season of the stationery industry, a news item "A gel pen sells in 55 yuan" rushed to Weibo for hot search, and parents instantly became restless, avoiding the "ice cream assassin" instead of the "stationery assassin"!

This summer, ice cream, fruit and moon cakes often hurt wallets, and the "Assassin League" came into being.

When more and more assassins appear, the happiness of satisfying the desire to buy is deeply hurt; Now many parents' wallets are also seriously injured!

one

What is the price of a pen in your mind?

If you want to do a good job, you must sharpen your tools first!

School is about to start, and the stationery is here.

It is understood that this is a Navigator unique black gold gel pen co-branded with animation IP, and its price is 55 yuan, which is much higher than that of ordinary stationery of the same type, and the price of an ordinary gel pen is not even a fraction.

Netizens have expressed their feelings that "I escaped the ice cream assassin, but I failed to escape the stationery assassin." Some netizens also said, "People clearly marked the price, and no one forced you to buy it." "Stationery should be practical." "Although the price is clearly marked, is it really worth 55? It is to boldly earn parents' money by relying on their children's likes. "

In short, high-priced stationery is not sold as stationery at all!

Parents should not blindly follow the trend and choose stationery for their children, thinking that the expensive one must be the best. Pen is just a learning tool, so it is very important to understand its performance and practicality and make comprehensive consideration, and instill a comprehensive thinking mentality.

"Hidden" shelves and "missing" price labels are also one of the chaos in the stationery industry!

Clearly marked, childlike innocence, value for money, is the last word;

However, market choice, freedom of buying and selling; It is understandable that you love me!

It is worth mentioning that this summer, wallet "injury" incidents have occurred from time to time.

Ice cream, fruit, moon cakes, etc. , and even formed the "Assassin League".

At one time, the purchase of snacks and stationery met the needs of users for offline socialization and experience to a certain extent. Even if it is more expensive, most people are willing to pay. But when more and more assassins appeared, this happiness was stabbed.

What assassins have you met?

two

Ordinary industries, because of reduced competition, will become the growth position of bull stocks. Peter Lynch

In the stationery industry, the vast market share is actually occupied by a large number of small manufacturers, which is also commonly known as the "ant market".

By the end of last year, there were more than 8,000 stationery enterprises in China, and only five of them had sales exceeding 654.38 billion. Chen Guang, who has the largest market share, only accounts for 7.3%, while the top five only account for 654.38+0.7%.

However, because of the strong stability of stationery retail, it is also an excellent cash flow business. The cash content of Chen Guang's net profit (net operating cash flow/net profit attributable to his mother) in recent five years has been stable at around 1 12%.

It is more intuitive to see the present situation of stationery from the industry leader! In the A-share market, a number of stationery companies have recently announced their achievements:

Operating income of Qi Xin group (00230 1. SZ) In the first half of the year, it was 426 1 billion yuan, a year-on-year decrease of 5.01%; The net profit attributable to shareholders of listed companies was 852,765,438+0.2 million yuan, up 654,38+08.69% year-on-year. Qi Xin Group's share price has fallen by19% this year;

Chen guang 603899. SH) The profit in the first half of the year was 8.433 billion yuan, up 9.72% year-on-year; The net profit was 529 million yuan, down 20.65% year-on-year, and the typical increase in income did not increase profits.

During the reporting period, the operating income of the company's traditional core business decreased by 12% compared with the same period of last year, and the operating income of new business increased by 34% compared with the same period of last year.

Chen Guang explained that shrinking profits were the cause of the epidemic. Because the headquarters and production base of the company's traditional core business and the headquarters of its new business are all in Shanghai. The closed management in Shanghai lasted for more than two months, which had a great impact on all aspects of the company's production and operation, such as raw material supply, logistics and transportation, marketing and personnel flow.

It is worth noting that since the beginning of this year, Chen Guang's share price has fallen by 34%. The latest stock price is 43.6 yuan, and the market value is 40.410.40 billion yuan!

three

Speaking of "morning light", I believe everyone is familiar with it. As a giant in today's stationery industry, it has "M & amp； Chen Guang Stationery Store with G-sign can be seen everywhere around the school, but it is called "invisible champion".

Why is this?

Because, no matter paper, pen, eraser, ruler, compass, etc. Any stationery product can find this brand; Some people may have been using their products from kindergarten to primary school, to junior high school, high school, university and even graduation work, such as "Chen Guang" exam pen and "Chen Guang" eraser.

What you can't even imagine is that selling a 2 yuan Chen Guang can earn nearly 20 billion a year, with a market value of more than 92 billion, firmly occupying the position of "the first stationery stock in China".

So, what is the legend behind Chen Guang stationery and how to make it bigger and stronger?

1997 When the Asian financial crisis broke out, 27-year-old Chen Huxiong had been a stationery agent in Japan and South Korea for eight years, when his suppliers began to fall down one by one.

In the absence of commodity substitution, Chen Huxiong began to lead his team to form a pen-making team and named the company "China-Korea Chen Guang Stationery". Because of this name, people thought that "Chen Guang" was made in South Korea, but in fact, Chen Huxiong only put the design department in South Korea and the production base was in Guangdong.

It is also at this time that ten years after the promulgation of the Education Law, education in China has developed rapidly, and students' stationery has also experienced explosive growth. With the increasing demand of students' stationery, China's stationery industry has gradually separated from the traditional department store industry and formed an independent industry.

M&G stationery adopts chain retail, which unifies the image of the store, and bright signs also make passers-by take a look, which invisibly increases sales.

spend freely

20 15 10 With the gong ringing, stationery officially landed on the Shanghai Stock Exchange, becoming the first stationery stock in China.

In 20 19, Chen Guang's pen products sold 2.3 billion pieces. If a pen is 15 cm long, it can go around the equator eight and a half times end to end, which is simply a beacon in the stationery industry.

In the capital market, Chen Guang stationery is defined as "small demand elasticity, weak industry periodicity and stable enterprise development". Many investors claim that Chen Guang Stationery is an enterprise that can cross the economic cycle, resist market fluctuations and make money steadily.

Chen guang stationery also lived up to expectations. In the eight years after the listing of 20 15, the share price rose more than 14 times, which brought rich returns to investors. It used to be called "stationery wool" and it is also a big consumer goods company in our life. (Chen Guang Stationery was renamed Chen Guang in 2022.