China Stationery Market Sees Growth in Luxury Brand Sales

Luxury brands are taking advantage of a booming China stationery market.  Premium stationery boutiques are opening throughout the country as discerning consumers seek high-end products with a sense of tradition and style.

Campo Marzio, an Italian leather business accessories business founded in Rome in the 1930s opened a store and office in Hong Kong in 2005. Ten years later and the brand has 20 stores across China, including in Beijing and Shanghai.

“If ten years ago someone had told me we would have a great experience in China, I wouldn’t have believed it,” stated Roberto Di Giorgio, managing director of Campo Marzio. “However, in the last 10 years, China has become our priority market.”

In addition to its bricks and mortar stores, Campo Marzio is launching an online store later this year. It hopes this ecommerce presence will increase its sales in China by 30%.

“China is a very special market because clients want very high-quality products with a unique design,” says Di Giorgio.

“Chinese love culture and calligraphy. China is one of the fewplaces in the world where fountain pens sell better than ballpoint and roller pens, which means that Chinese know the pleasures of writing.”

Iconic notebook brand Moleskine is also seeing the benefits of trading in China. It is planning to open six more stores in China in 2016. Last year its revenue in the Asia Pacific region rose 64% to $26.12 million.

China Stationery Market Has Huge Potential for Future Growth

Moleskine store in Hong Kong

Luxury brand Moleskine’s store in Hong Kong

The China stationery market accounts for 8.6% of the world’s stationery market, (excluding office equipment and furniture). It has increased at a rate of 12% per year and is predicted to continue to rise at a rate of 5-10%.

A report published by gives an insight into the potential of the Chinese market to manufacturers, distributors and resellers. Increased investment in education has seen the need for stationery supplies becoming more prominent, with a large consumer base including:

  • 180 million primary and secondary school children
  • 3 million college students
  • 50 million adult students
  • 34 million enterprise leaders

In addition to a growing market for luxury stationery goods, China is also looking towards sustainable products. An increased environmental awareness sees Chinese consumers looking for non toxic and recyclable products.

Paperworld China 2016 is taking place on 20th-22nd September at the Shanghai New International Expo Centre. For more information, visit their website here.

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Sam Rose