Iron-played hand book er, running water book

Will you pay for the bill?

Japanese writer Kanryuhiko commented: “Rather than discovering new things and recording, it is better to say that the notebook is managing and recording one’s life and work in a form of expression and writing.” 

In April, there were more than a dozen handbooks on the floor of Miyue’s family, which were part of her trophies for four years in the pit. Every time she glanced at them and recalled the time when she wrote retro-style handbooks, it was a thing that really made her happy.

“Yaoyao”, a player who is busy with company management on weekdays, prefers the sense of years of leather pockets, “it can make people calm down.” She told “Blue Hole Business”, “I’m an equipment pie in the handbook circle.” With more than 100 Gillio in hand, she has already spent more than 200,000 handbooks.

This hand-book style started in niche circles overseas .

“Knowing the Day · Handbook Special” records the Japanese educator Yuji Fukuzawa from France in 1862, bringing back a plain West Air Handbook from France , which is also the beginning of Japanese handbook history. After a century of evolution, the Japanese handbook culture has evolved from military handbooks with specific functions, Nianyu handbooks for inter-company communication, and red handbooks for working women. Today, handbooks are divided into calendar, travel, and travel accounts. Learning handbook, parenting handbook, etc.

Japanese writer Kanryuhiko commented: “Rather than discovering new things and recording, it is better to say that the notebook is managing and recording one’s life and work in a form of expression and writing.”

Hand account culture was introduced into China, and a large number of young people entered the pit. Douban ‘s mobile account group has about 383,000 followers, mainly female players; there are 333,000 videos about “hand account” at station B, and the total number of broadcasts is 640 million. 478,000 fans are “not bored” among them. Not many full-time stationery UP masters.

Stationery blogger “not bored” said in an exclusive interview with “Blue Hole Business” that the account circle is a growing and very simple group. They are immersed in their own world, they like to express their hearts with words, paintings, and patterns, and they are eager to share their “works”.

Currently, overseas mobile account brands are the first choice for mobile account players. Domestic mobile account players are more concerned about the originality of the mobile account layout and the choice of paper, and the pursuit of the product itself is greater than the demand for functions. In the past two years, the number of equipment party players pursuing “top matching” has gradually increased, and the initial functionality of the mobile account is weakening.

Domestic mobile account brands that have sensed business opportunities are also awakening, trying to capture high-end and hunting international brands. Will young mobile accounters pay the bill?

“Krypton Gold” player

Hand account er, is the nickname of the opponent account player. They may be buyers, bloggers, small group leaders, community leaders and other identities. This is destined to be a game of krypton gold.

For novices who have just entered the pit, it is easiest to follow the trend and buy online celebrity models. “Every stationery category is a pit.” Miyue said, “A lot of players are on several stationery categories at the same time, and 100 people can form 800 groups.”

When Miyue first entered the pit, European and American style pocketbooks were popular in China, but these materials not only need to be purchased overseas, but a set of European style stickers can easily cost hundreds of dollars. Miyue prefers retro style, even a set of seals costs one or two hundred yuan, “I spent 4,000 yuan in one month.”

Miyue found that there are many players who have spent over 10,000 in their accounts last month, “There are too many good-looking things to control yourself, so they will keep buying.”

In the mobile account circle, it is normal to consume hundreds, thousands or even tens of thousands every month. Take Hobonich, the most common Japanese calendar producer, for example. Bachuan Paper’s A6 blank inner page is priced at more than 200 yuan, and the book jacket is priced at about 200 yuan; Japan’s KOKUYO self Biz series, MIO paper, is within the B6 timeline. The page price is more than 300 yuan.

Most of the gatherings of notebooks are discussing these things, such as which paper will not penetrate ink, which pen has better rebound, and which loose-leaf book feels more Rua (soft to the touch, fleshy). Their consensus is that Gillio in Belgium, Filofax in the UK, and Knox in Japan are all “top allocations” for loose-leaf pockets, all priced at 1,000 yuan.

Miyue recalled that she had bought more than 30 Gillios, and her favorite was the A6 size black crocodile embossed. During the period, she wanted to go out of the pit and sell the book at the original price of 2,400 yuan, but eventually redeemed it from the buyer, although she also paid an extra 200 yuan for decoration.

Also like to collect Gillio, there is also the player Yaoyao. She told “Blue Hole Business”, “I am the equipment group in the pocket book circle.” According to Gillio’s average market price of 2,200 yuan a book, Yaoyao’s pocket book is spent. Sales have exceeded 200,000.

Iron-played hand book er, running water book

Starting with the first Gillio in 2015, she now has more than 100 Gillios in her hand. In April, Yaoyao posted a Gillio collection in Xiaohongshu . She told “Blue Hole Business”, “I took them out of the box and put them on the table, and put them back one by one. .”

Combining mail or transshipment is a routine operation of mobile account er Haitao. In 2018, Yaoyao encountered a commercial tax declaration when he was trying to fight mail from abroad for the first time with other players. Because the tax rate was too high , the players who tried to fight mail temporarily decided to return the notebook. “I made up the tax and bought her copy.” Fortunately, Yaoyao got a copy of the “Royal Blue Matching Gold” that was out of stock.

After that, Yaoyao never sent another post with others. During the interview, the Liuben Gillio she bought from overseas was still in transit.

In the broad sense of the handbook circle, in addition to handbooks, there are peripheral decorative products, such as stickers, washi tape, sticky notes, seals, ink pads, pens, and colored inks.

“It’s not boring” told “Blue Hole Business” that in the Montblanc fountain pen comparison video she released , a few seconds were three pen nib macro images of different ages. Someone in the comment area pointed out that “the red snake EF picture is misplaced , That is Faber-Castell …”

She marveled at the fact that there are too many deep players hidden in the tent circle, “I didn’t even notice it when editing, and the nib did not have a logo on the exposed part of the lens.”

Gillio focuses on ” passing on from generation to generation like a family heirloom “, and Filofax is known as “the Hermes of leather pocketbooks”. These expensive stationery, which outsiders cannot understand, have invisibly become an identity tag among mobile players. “Occasionally you will meet someone who understands you .” Yaoyao was praised for her taste for bringing a black Filofax to a meeting.

Yaoyao’s philosophy is, “A person who uses a notebook must have a certain degree of care and pursuit of life. Since this is the case, why not pay attention to the extreme?”

Because of this, various brands make a fuss about this.

“High-end” hunting

Yuan Chenhao, CEO of the domestic brand YouthWill, is an early player in the domestic mobile account.

He told “Blue Hole Business” that a series of circles such as the mobile account circle, baby circle, and Hanfu almost sprouted in 2011. With the rise of the mobile Internet, the spread of niche circles has accelerated.

“It’s not boring” recalled that the time when the players entered the pit was concentrated from 2014 to 2017. “At that time, I casually said that I wanted to be a stationery blogger to support myself.” “Not bored” is fortunate. In addition to the early entry into the circle and his own love of stationery, “not bored” caught up with the growth period of video bloggers. In 2017 In July, the number of fans at station B exceeded 100,000.

Also in 2013 and 2014, overseas brands began to enter the country. Whether it is Japan’s KOKUYO, Mitsubishi, Baile , or Europe’s Gillio, Filofax, Mignon, Moleskine and other brands, all have experienced a century of development.

Domestic brands are represented by Guangbo Group and Chenguang, which were established in 1996 and 1997 respectively. After them, a number of young laptop brands were born, mainly in cartoon images and painting styles, focusing on younger student stationery, such as the second class of three years established in 2008, Note For established in 2014, and 2016 Kinbor, a cultural and creative lifestyle brand launched by Guangbo Group.

Yuan Chenhao found that the high-end mobile account market is still dominated by overseas brands, and mid-to-high-end brands rarely appear in the domestic market. Most of the stationery used for “not stuffy” comes from overseas brands such as Japan, and there are few domestic brands. Guangbo and Chenguang, as established domestic brands, have a large business scale, but their positioning is also low-end.

Zhihushang also had such an evaluation, “Although I really want to support domestic brands, the evaluation of domestic brands in the mobile account circle has always been generalized, and it only stays on the “price-friendly”.”

In fact, the niche design brand Jiukoushan has already appeared in the high-end market of domestic mobile accounts . Jiukoushan, established in 2007, ended its studio status in 2011 and began corporate operations.

Jiukou Mountain is the pioneer of original Chinese books. It has its own perseverance. It does not continue to explore the price, but strives to be “a company that can do a book” at a relatively comfortable price for consumers. But as a bookless set page, it can’t meet the needs of hand accounters.

Then in 2016, Papermood appeared. It started in the supply chain by virtue of its design and quality at that time, and was defined as a cheap alternative brand for Hobonichi by some domestic mobile accounts. Jiukoushan, unfortunately, has also become a national-brand parity handbook with a lot of money and cheap prices.

In 2017, Yuan Chenhao, who was concerned about market vacancies, launched the stationery community website Paperi, and in 2018 established the mobile account brand YouthWill, which is positioned as a mid-to-high-end lifestyle brand.

Yuan Chenhao told “Blue Hole Business”, “It is not easy for domestic brands to make good books.” Paper is the core of the handbook. YouthWill chose to reach a source of cooperation with the Bachuan paper manufacturer.

At present, Bachuan paper is the best paper on the market. It is light and thin but does not bleed. “Although it has the inevitable shortcomings of thinness, brittleness, and slow drying, it can be like a fish in water with the right pen and ink.” Some netizens commented like this.

What is embarrassing is that domestic brands use Japanese Bachuan paper to improve quality, resulting in high prices that consumers cannot understand.

In addition to brand recognition, the supply chain is another major problem for domestic brands to fight high-end. The production lines of most overseas brands are in China, and the relatively sophisticated product supply chains are distributed in Japan, Vietnam and other countries. Naturally, small domestic brands cannot build the same supply chain as big brands.

Yuan Chenhao said with emotion: “The advantages of overseas brands are really great. Our domestic brands can only catch up with them by agility and flexibility, and look for different brand advantages.”

Iron-played hand book er, running water book

YouthWill five-year diary, unlike the limited Hobonichi year, but self-administered, consumers do not wait to the beginning of each year in order to turn this PDA, but also eased the selling pressure at the end of the brand side.

Compared with 2015 and 2016, the enthusiasm of the mobile account circle, although the enthusiasm of the early mobile accounters is fading, but the mobile accounter who has been coming into the hole continuously continues to grow the circle.

Sometimes, “not boring” feels like buying enough. “The speed of new innovations in this industry is too slow.” Hobonichi’s calendar account can only maintain product updates twice a year.

Overseas brands have long been aware of this change, and they are unwilling to give up the huge potential Chinese market.

Japanese brands such as KOKUYO, Zebra, Pyton, Dragonfly, Sunstar… have been closer to the Chinese market by cooperating with the overseas stationery brand franchise store ” Lianxin Office”.

In 2018, Hobonichi launched the Simplified Chinese version of the internal pages of the account for the Chinese market. In 2020, it will launch the Tmall limited calendar in the Tmall flagship store.

KOKUYO is accelerating the speed of product R&D and launching in accordance with the needs of the Chinese market. On the evening of September 1, 2020, the boss of KOKUYO personally walked into Li Jiaqi’s live broadcast room with three products. May 2021, Kokuyo in Shanghai completed a POPUP flash shop, 2021 and launched a full line of new products.

Domestic brands are still exploring the way, and the offensive of overseas brands is speeding up. Young domestic brands need more ingenuity if they want to win a place.

Is the joint name “paradox”?

IP co-branding is a common gameplay among all players. For brands, in addition to acquiring customers faster, they also acquire the brand value conferred by IP.

Xue Zhaofeng said in the economics class of Peking University that the value of products in today’s society is not priced according to raw materials, but is determined by supply and demand. An ordinary A5 notebook sells for about 10 yuan, while the Italian mobile account brand Moleskine has been co-branded and the price has risen tenfold.

On April 3, 2013, Moleskine was officially listed on the Milan Stock Exchange. In the prospectus, Moleskine’s brand positioning is a “luxury brand.”

In 2015, Moleskine brand revenue reached 128 million euros, an increase of 29% over 2014; net profit reached 27.12 million euros, an increase of 64% over 2014. Its brand co-branding accounts for most of its revenue. On January 24, 2017, Moleskine was delisted from the Milan Stock Exchange. It is reported that the total amount of funds involved in D’Ieteren’s acquisition of Moleskine is about 510 million euros.

Obviously, Moleskine sells more than just notebooks. Thanks to the innate celebrity effect of Moleskine, Van Gogh, Picasso, Matisse, Hemingway, etc. have all been users of Moleskine. The excavation and sale of these historical stories are the outstanding points of the Moleskine brand.

There is also Hobonichi, a hand account brand that has become popular through a joint model. On March 16, 2017, Hobonichi landed on the Japanese startup version of JASDAQ. Before listing, Hobonichi sold more than 610,000 copies in 2016.

The joint name not only allowed Moleskine to earn a lot of money, but also allowed Hobonichi to quickly integrate into the new market and become the current stationery “net celebrity”.

The cooperation between overseas brands and domestic IP is also increasing. On July 11 this year, the 2022 PAL handbook that KOKUYO cooperated with “Not Boring” was officially pre-sold at a price of 138 yuan. On July 13, this handbook designed by “Not Boring” sold 10,000 copies within 40 hours.

The ability to bring goods is not to be underestimated. It is the KOL of choice for many overseas brands to enter the Chinese market. So far, the category design and co-branding of “Not Boring” have covered gel pens, tape, sticky notes, pencil cases, drawing books, etc. The vast majority are Japanese brands.

And domestic brands are also following the joint name, and the gameplay is divided into three categories.

The first category is “brand + well-known IP”. Brands carry out self-brand upgrades through cooperation with other categories of gifts and cultural and creative peripheral IP. Representatives of this category are usually domestic old brands, such as Chenguang, Kinbor, and Note For also often cooperate with mature IP development.

However, Yuan Chenhao told “Blue Hole Business” that the high IP licensing fee and unsatisfactory IP licensing have lowered his priority for brand co-branding.

Take the joint name of Chenguang and Little Prince as an example. For the same license fee of hundreds of thousands, Chenguang sells for tens of yuan, while similar licensed products from overseas brands cost hundreds of yuan. Neither is a particularly good choice for YouthWill.

Up to now, Yuan Chenhao is still looking for IP that meets the characteristics of YouthWill products. “IP authorization represents the corresponding relationship of cooperation between brands. For example, inappropriate IP authorization cannot turn into brand equity, let alone create a mid-to-high-end brand image.”

“Brand + Niche IP” is the second type of gameplay.

In 2012, Jiukoushan cooperated with FILTER017 to launch the “RAZZLE DAZZLE” series. 3000 copies were sold out within 47 days, setting a sales record for the year. The “SUMMER” series launched with watercolor illustrator Shen Xinru also only sold 4000 copies. So far, Jiukoushan began to build a platform to gather outstanding local creators and their works with notebooks, creating a cross-border cooperation model of original works + unique design.

In 2019, Jiukou Mountain started the journey of “exploring the possibilities of the book” and launched “Tango’s Prescription Pill Box”, which specializes in the stress caused by urbanization as the core idea. You can feel the texture of the movie “Crash a Sheep” by touching it. “, and Steam Factory launched the steampunk style “Killer’s Notes”, and then to the mini 7 series of notebooks jointly named Beihai Monster x Magic bus x Jiukoushan crossover.

What is different is that each series of Jiukoushan is produced in small batches. The materials and binding are special, and the niche is also the state that Jiukoushan is pursuing.

The peripheral products of the mobile account brand’s own IP “Maqiu” in Class 2 of the third year will be launched in 2017. This is the third type of IP gameplay. The research and development and operation of its own IP products have solved the disadvantage of cooperating with well-known IPs but not being able to form stickiness with IP audiences.

After ten years of development, the domestic mobile account circle is still niche and young. Compared with the century-old stores of overseas brands, domestic brands are still on the way.

There is still no standard answer to whether they can make the hand account break the circle.

Posted by:CoinYuppie,Reprinted with attribution to:
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