Not just ball-point pen: ink, China also imports-ball-point pen, ink-IT information

Market size of about 150 billion yuan (Chinese pen association data) is causing public concern in the stationery market. Second week of 2017, TISCO stainless announced to the world the "create ball-point pen". However, the news, also stationery especially pens the long existing "pain points".

Compared to 150 billion market, statistics, there are around 8,000 stationery manufacturing company, apart from a very few enterprise scale outside the 1 billion level, the majority of production on a smaller.

Data also showed that the stationery companies are mostly concentrated in domestic OEM stage, low barriers to market entry, competitive, traditional stationery industry average gross margin less than 30%, and pens behind this core technology products have been imported.

| Beijing News journalist Xu Wei Zhang Quanwei

Morning three years to Switzerland written purchase of 250 million

Beijing news reporters check out the industry-related companies and on behalf of the enterprise financial information found, for a long time, including national representative stationery enterprises, listed companies, in business, "this little thing" on every business expense.

In 2015, Dawn stationery became a stock first listed companies in the stationery industry. Listed company said in a prospectus issued, as core components of the pen, in order to meet the high requirements of quality and large-scale supply, the company's written "to Switzerland PREMEC procurement initiative".

Data displayed in the prospectus, for three consecutive years prior to listing, morning light in the top five suppliers of stationery, from Switzerland, PREMEC years ranked first and second place. In 2013, the morning stationery from the Switzerland purchase of 68.54 million worth of goods, accounting for share purchases for the year 3.94% 2011 and 2012, respectively, from the purchase of 103 million and 77.75 million worth of goods, respectively, 9.16% and 5.99% of the total purchases for the year. Total procurement of 250 million for three years.

It is understood that Switzerland PREMEC is the world's largest suppliers of professional writing. Its corresponding from 2011 to 2013, morning light stationery net profit of 128 million, $225 million and 276 million, respectively.

And morning of situation similar, had once impact IPO and disclosure offering book of really color stationery also on business pen of imports material exists rely on: really color stationery November 2015 disclosure of offering book data displayed, despite company main business including writing tool, and art painting material, and Office tool and students supplies, multiple category zainei, but company in ballpoint pen head Shang of procurement volume has years will its suppliers sent Shang "Qian five big" of location.

From 2012 to 2014, from "Switzerland Rui Meike" Shanghai Branch procurement written 16.88 million, $22.1 million, respectively, and the amount of 15.74 million, accounted for 2.8% of the total purchase amount for the current period to 3.3%.

In the listing prospectus, morning light stationery said, the company will raise money by listing investment projects "have written independent supply capacity." 2015 annual report, Dawn stationery imports did not disclose the latest purchasing further written data.

On January 14, the well-known stationery manufacturers beifa Group Chairman Qiu Zhiming told the Beijing News reporter, the media attention "written Chinese nationalization" in fact refers to the high-end stainless steel raw materials and technologies needed to nip China "homemade", "localization of so-called written Chinese has been mainly high-end stainless steel material written to solve technology. ”

Making written materials for China's domestic, does that mean domestic stationery manufacturers in the area immediately, "said goodbye to imports"?

Industry person who declined to be named told reporters that technically out of dependence on imports, is not the same as actually completely "made in China", written "made in China" is yet to be tested in time and market.

"In theory, (made in writing) from materials technology has matured, but in fact the market acceptance of Chinese writing, customers do not recognize, and which also needed a way to go, most companies will make their own judgments and decisions based on the market. "The person believes that, for some time in the future, field of stationery in pen" importing "phenomenon will not disappear immediately.

Qiu Zhiming considered in the short run, including investment in research and development, Chinese writing is not necessarily less expensive than imported writing, "but in the long run, Chinese written must have a cost advantage. ”

Required high-end pens ink still has to import

In addition to writing, required high-end ink pens are also imported. "Ordinary ink volume production already in our country", who declined to be named told the Beijing News reporter, now faced by business enterprises "ink" problem, mainly in the field of high-end ink.

(Part of the stationery company prospectuses to ink import descriptions)

Beijing News reporter in true color stationery Prospectus released in November 2015, "high-end neutral ink still needed by foreign suppliers or their venture in the country. ”

Prospectus disclosure, true color stationery in 2014 from the Hangzhou yaxiya trade amounted to 10.5 million Yuan purchasing ink, yaxiya Hangzhou trade company is a foreign legal person-owned enterprises.

Listed companies publish the prospectus before dawn stationery data show that in 2013, from the Japan Asia Associates company purchases to 91.51 million Yuan, annual 5.26% share purchases, this proportion was higher than was "written" ratio in 2012, from the Japan Corporation purchases amounting to 89.81 million Yuan, 6.91% per cent in 2011, from the Japan purchasing amount of 79.59 million Yuan, accounted for more than 7.06%.

Public information, Japan Asia is Mikuni products agents, and Mikuni is Japan famous ballpoint pen ink manufacturers, three year cumulative purchase amount 261 million.

From the industry's view, China ink is dependent on imports, not technically impossible to achieve, but many enterprises from the research and development costs, investment, market acceptance of "reckoning", we think that direct imports "better value", "lack of motivation to innovate."

Public information, 2011 in ballpoint pen by the National Ministry of science and technology project at the same time, ink is also important "to overcome" technical topics. Related issues, including the ball-point pen ink with this key technology development and industrialization, the pen and ink matching system and new writing such as research and development, light color stationery and stationery companies are involved.

True color stationery Sprint said in the IPO Prospectus, the company plans to invest in a new pilot plant for the company "ink research and industrialization base", the plant will help the company "ink and other core technologies of industrialization as soon as possible, changing the situation of dependence on foreign brands of ink, improving the autonomous capacity of ink".

Stationery in 2015, the Sunrise disclosed in the annual report, in 2014, the company completed the State Science and technology projects "pen and ink matching system and new writing development" and successfully passed the project acceptance. Ink was no disclosure importing in 2014 and 2015.

90% stationery company with annual sales of less than 10 million

"Small, big market", the stationery industry-typical characteristics. In this market, the high concentration of soup.

Share stationery stationery in 2015, the Sunrise company annual reports, quoted Chinese Pen Association, said the Chinese stationery industry (does not include Office equipment and furniture) market size of about 150 billion yuan. Support such a large stationery market, is about 300 million students and around 100 million Office-person.

Huge market, led to a wave of "eaters", most of these companies are located in the Pearl River Delta and Yangtze River Delta. Chinese pen association data show that at present, domestic enterprises engaging in stationery manufacturing up to the 8,000 or so, inclusion in the statistics of stationery manufacture more than 1500 enterprises above the designated size.

On January 15, the pen company President Office Director Zhang Xuelian beifa group told the Beijing News reporter, Mills operating in Hong Kong Chinese stationery industry more, several men opened a small factory, OEM parts for large enterprises, which is a feature of the industry.

Morning stationery pointed out in the report, very few reported sales of more than 1 billion domestic stationery enterprises. 90% stationery manufacturer with annual sales of less than 10 million Yuan, most of the products of a single, concentrated at the low end of competition.

Previously, true color stationery in preparing IPO Prospectus said, at present, the Chinese stationery manufacturer number, most companies producing smaller, has a certain reputation in the country and the scale of fewer brands, low market concentration.

According to public disclosure, the current revenue level 1 billion stationery enterprises only 4

At present, the stationery companies listed in the a-share have light stationery, community groups, a wide range of shares. And light structure similar to that of true color stationery stationery products, the two companies almost "foot" submit IPO applications, but the road is totally different: light stationery in 2015, listed on true color stationery has been terminated in August 2016 IPO approval.

Stationery companies listed either have or the securitization "broken halberd" true-color stationery, revenue size of more than 1 billion.

Such as light stationery, 2015 revenue 3.749 billion yuan, an increase of 23.19%, achieving a net profit of 384 million yuan of belonging, an increase of 24.56%. Earlier, shares broad revenue 1.457 billion yuan, an increase of 60.58%, achieving a net profit of 82 million yuan of belonging, an increase of 786.89%.

In 2015, the solidarity group achieved revenues of 1.582 billion yuan, down 3.11%, achieving a net profit of 30 million yuan of belonging, down 32.21%.

True color stationery not listed, in 2014 revenues exceeded 1 billion yuan mark.

Behind it was a lower gross profit margin of 1 billion revenue. Zhigaowen a transfer instruction in public disclosures, stationery industry average gross margin lower than 30%.

In 2015, the morning light stationery stationery business, community groups, as well as a wide range of shares, gross margin, and 26.55%, and 20.44%, respectively. Dawn stationery writing instruments of the gross profit margin of 31.71%. Zhang Xuelian believes that this stationery industry light industry gross margin is too low.

From stationery companies listed, mostly brands manufacture, brand companies gross margins are less than 30%?

Chenguang stationery said in the prospectus, there are currently about 8,000 stationery manufacturing enterprises in 90% per cent are engaged in processing, OEM business, simple processing and OEM production areas, barriers to entry are low.

On January 15, a Zhejiang business manager says, "why the world to Yiwu stationery, is not cheap. ”

Improving the added value of products, has been some stationery enterprises, from "stationery manufacturing" to "stationery to create" industrial upgrading.

True color stationery said in its prospectus, the company has worked with Walt Disney (Shanghai) company limited for many years, and Mickey, Winnie the Pooh, Snoopy, XI Yang Yang with classic cartoon images such as Wolf signed a licensing contract with them.

Dawn stationery also stated in the prospectus, have a creative and personalized stationery expand the extension of the stationery consumer, give consumers a good consumer experience at the same time, it also brings the stationery consumer upgrades.

Reporters noted that the tone of the new ban Zhi Gao, gross 33.43%, higher than the industry average gross margin. Zhigaowen in explaining the company's gross profit margin is higher, say, product diversification, and creative toy products with higher value-added products, and higher income structure of its 2015 creative toy product gross margin was 50.65%, much higher than traditional stationery gross margin.

不只圆珠笔头：中国连墨水也依靠进口 - 圆珠笔,墨水 - IT资讯

市场规模约1500亿元（中国制笔协会提供数据）的文具市场正引发舆论关注。2017年的第二个星期，太钢不锈向全世界宣布“造出圆珠笔头”。不过，这一消息，也将文具尤其是制笔行业长期存在的“痛点”公之于众。

相比1500亿的市场规模，统计数据显示，国内有8000家左右的文具制造企业，除了极少数企业规模在10亿级外，大部分企业生产规模较小。

数据还显示，国内文具企业大多集中在贴牌加工阶段，市场进入门槛低，竞争激烈，传统文具行业平均毛利率不到30%，而这背后又存在制笔业核心技术产品长期依赖进口。

文|新京报记者徐伟张泉薇

晨光三年向瑞士笔头公司采购2.5亿

新京报记者查阅该行业相关上市公司和代表企业的财务资料发现，长期以来，包括国内代表性上市公司在内的文具企业，在制笔“这件小事”上，每个企业花费不菲。

2015年，晨光文具成为A股第一家文具行业上市公司。公司上市时发布的招股说明书中称，作为制笔的核心部件，为满足产品高品质与规模化供应的要求，公司的笔头“以向瑞士PREMEC采购为主”。

招股说明书数据显示，上市前连续三年，晨光文具的前五大供应商中，来自瑞士的PREMEC公司连年位居第一、第二位。2013年，晨光文具向这家瑞士公司采购6854万元的货物，占全年采购额比重3.94%；2011年和2012年，分别从该公司采购1.03亿和7775万元的货物，分别占全年采购额的9.16%和5.99%。三年合计采购2.5亿。

据了解，瑞士PREMEC是全球规模最大的专业笔头供应商。与其相对应的2011年至2013年，晨光文具实现净利润分别为1.28亿、2.25亿和2.76亿。

与晨光的情况类似，曾经一度冲击IPO并披露招股书的真彩文具也对制笔的进口材料存在依赖：真彩文具2015年11月披露的招股书数据显示，尽管公司主营业务包括书写工具、美术画材、办公工具和学生用品等多个品类在内，但公司在圆珠笔头上的采购量已连年将其供应商送上“前五大”的位置。

2012年至2014年，公司从“瑞士派锐美科”上海分公司采购笔头的金额分别为1688万、2210万和1574万，分别占当期总采购额的2.8%至3.3%。

在上市招股书中，晨光文具表示，公司将通过上市募集资金投资项目“逐渐具备笔头自主供应能力”。2015年年报中，晨光文具并未进一步披露最新的采购进口笔头的数据。

1月14日，国内知名文具厂商贝发集团董事长邱智铭告诉新京报记者，此次舆论关注的“笔头中国国产化”，事实上是指高端笔头所需不锈钢原材料和技术的“中国国产化”，“所谓笔头中国国产化，一直以来要解决的主要是高端笔头的不锈钢材料工艺技术。”

制造笔头的原材料实现中国国产，是否意味着国内文具厂商能够在制笔领域立刻“告别进口”？

一位不愿具名的行业人士告诉记者，从技术上摆脱对进口依赖，并不等同于事实上的完全“中国国产”，笔头的“中国制造”还有待于时间和市场来检验。

“理论上来说，（笔头制造）国内从材料到技术都已经成熟了，但实际上市场对中国国产笔头的接纳度怎样、客户认不认，这些都还需要一段路来走，大多数企业会根据市场来做出自己的判断和决策。”该人士认为，未来一段时间内，文具行业在制笔领域的“进口”现象不会马上消失。

邱智铭则认为，短期来看，算上研发的投入，中国国产笔头不一定比进口笔头成本低，“但长期来讲中国国产笔头一定是有成本优势的。”

制笔所需高端墨水仍需进口

除了笔头，制笔企业所需高端墨水也依赖进口。“普通墨水我们国内早已实现量产”，有不愿具名的行业人士告诉新京报记者，当下制笔企业所面临的“墨水”问题，主要存在于高端墨水领域。

（部分文具公司招股书对墨水进口的描述）

新京报记者在真彩文具2015年11月发布的招股书看到，“国内高端中性笔墨水仍需由国外供应商或其在国内的合资企业提供。”

招股书披露，真彩文具2014年从杭州雅希雅贸易有限公司采购的墨水金额达1050万元，杭州雅希雅贸易有限公司是外国法人独资企业。

上市公司晨光文具之前发布招股书数据显示，2013年，从日本Asia Associates公司采购额为9151万元，占全年采购额比重5.26%，这一比重高于当年“笔头”占比；2012年，从该日本公司采购金额为8981万元，占比6.91%；2011年，从该日本公司采购金额为7959万元，占比7.06%。

公开资料显示，日本亚细亚公司是Mikuni产品代理商，而Mikuni是日本著名的圆珠笔墨水生产厂家，三年累计采购额2.61亿。

有来自业内的看法认为，国内墨水之所以依赖进口，并非技术上无法达到，而是诸多企业从研发成本、投入、市场认可度等方面“精打细算”后，认为直接进口“更合算”，“缺乏创新的动力”。

公开资料显示，2011年在圆珠笔笔头被国家科技部立项的同时，墨水制造也被作为需要重点“攻克”的技术课题。与此相关的课题包括《圆珠笔墨水关键技术开发与产业化》、《笔头和墨水匹配技术评价体系及新型笔头研发》等，晨光文具和真彩文具两家公司都参与其中。

真彩文具冲刺IPO招股书中称，公司计划投资新建的中试厂为公司“墨水研发及产业化基地”，该厂将有利于公司“尽快实现墨水等核心技术的产业化，改变依赖国外品牌墨水的局面，提高墨水的自主生产能力”。

晨光文具在2015年年报中披露，2014年公司完成国家科技支撑项目“笔头与墨水匹配技术评价体系及新型笔头研发”并顺利通过项目验收。2014年及2015年报未见披露进口墨水的状况。

9成文具企业年销售额低于一千万

“小产品、大市场”，是文具行业典型的特征。在这块市场上，分羹者众多。

A股文具公司晨光文具在2015年年报中，援引中国制笔协会数据称，中国文具行业（不包括办公设备和家具）市场规模约1500亿元。支撑如此庞大文具市场的，是3亿左右的学生和1亿左右办公人士。

庞大的市场，引来一大波“分食者”，这些企业大多分布在珠三角与长三角。中国制笔协会数据显示，目前，国内从事文具制造的企业高达8000家左右，单列入统计口径的规模以上文具生产企业1500多家。

1月15日，制笔企业贝发集团总裁办主任张雪莲告诉新京报记者，中国的文具行业以家庭式作坊经营的比较多，几个人开一个小厂，为大企业代工生产零部件，这也是行业的一个特点。

晨光文具在年报中指出，销售额超过10亿以上的国内文具企业寥寥无几。90%的文具生产企业年销售额低于1000万元，大部分企业产品单一，竞争集中在低端产品。

此前，准备IPO的真彩文具也在招股书中称，目前，中国文具制造企业数量众多，大部分企业生产规模较小，在国内拥有一定知名度和收入规模的品牌企业数量较少，市场集中度低。

据公开披露，目前营收10亿级文具企业仅4家

目前，在A股上市的文具企业有晨光文具、齐心集团、广博股份。与晨光文具产品结构相似的真彩文具，两家公司几乎“前后脚”递交IPO申请，但证券化之路却迥异：晨光文具于2015年成功上市，真彩文具已于2016年8月终止IPO审核。

不论是已经上市的文具企业，还是证券化“折戟”的真彩文具，营收规模都达到了10亿级以上。

例如晨光文具，2015年实现营收37.49亿元，同比增长23.19%，实现归属净利3.84亿元，同比增长24.56%。同期，广博股份实现营收14.57亿元，同比增加60.58%，实现归属净利0.82亿元，同比增加786.89%。

2015年，齐心集团实现营收15.82亿元，同比减少3.11%，实现归属净利润0.3亿元，同比减少32.21%。

未能上市的真彩文具，在2014年营业收入已突破10亿元关口。

10亿级营收背后却是较低的毛利率。智高文创公开转让说明书披露，文具行业平均毛利率低于30%。

在2015年，晨光文具、齐心集团以及广博股份的文具业务，毛利率分别为26.55%、17.04%、20.44%。晨光文具书写工具的毛利率是31.71%。张雪莲认为，这与文具行业所属的轻工行业毛利率本身偏低有关。

从已上市的文具企业来看，大多属于品牌制造模式，品牌企业为何毛利率也低于30%？

晨光文具在招股书中称，目前国内约8000家文具制造企业中，90%以上都是从事简单加工、贴牌生产的企业，就简单加工及贴牌生产环节而言，进入壁垒并不高。

1月15日，一家浙江制笔企业的经理说，“为什么全世界都到义乌采购文具，不就是因为便宜嘛。”

提高产品附加值，已经被一些文具企业重视，从“文具制造”到“文具创造”进行产业升级。

真彩文具在招股书中称，公司已与华特迪士尼（上海）有限公司等合作多年，并就米奇、小熊维尼、史努比、喜羊羊与灰太狼等经典动漫形象与之签署授权许可合同。

晨光文具在招股书中也指出，具备创意和个性的文具扩展了文具消费的外延，在给消费者带来良好消费体验同时，也带来了文具消费升级。

记者注意到，挂牌新三板的智高文创，毛利率达到33.43%，高于行业平均毛利率。智高文创在解释公司毛利率较高时称，公司产品结构多元化，且产品附加值较高的创意玩具产品，在收入结构中占比越来越高，其2015年创意玩具产品的毛利率为50.65%，远高于传统文具毛利率。