After Launching The Cross-Border Culture IP, Chenguang Stationery Began To Enter The Cosmetics Industry.

Besides stationery, Chenguang stationery has taken a step closer to the fashion and beauty industry.

Recently, Shanghai Chenguang stationery Limited by Share Ltd (hereinafter referred to as "Chenguang stationery") issued a notice.

Due to the needs of business expansion and sales channel construction, the company intends to add a number of contents on the basis of existing business scope, including cosmetics wholesale and retail.

This is not the first attempt of Chenguang stationery to enter the beauty industry.

Prior to that, Chenguang Stationery Co worked with Mary de Jia to launch the limited make-up gift box, and launched the cherry blossom gift box with Maxam brand of Shanghai's Jahwa brand.

In 2018, Chenguang stationery also tried cosmetics business through its subsidiaries. Its subsidiary business added cosmetics, cleaning products, health brands and other categories.

Referring to Chenguang stationery, many people first thought of stationery shops near the school, accompanied by generations of students growing up. In fact, Chenguang culture has gradually grown into a brand creating stationery products, cultural contents and fashion elements.

The new cosmetics business of Chenguang stationery is looking for new profit growth point.

Main business is trapped through cosmetics to seek breakthroughs

Stationery products are still the main business of Chenguang stationery, but positioning, Chenguang stationery gradually cut into the high-end consumer areas, has created the morning light living hall, nine wooden sundry club.

It is reported that Chenguang life hall is positioned as a "one-stop" retail flagship store, which is mainly distributed in East China.

Big data show that Shanghai Zhengda Le City, Shanghai near city square, Shanghai Wujiaochang Sheng Sheng Hui, Nanjing Zemin shopping plaza and other shopping malls have introduced the Chenguang life hall.

Nine wood sundry club is an upgraded version of Chenguang living hall. The main boutique is small shopping centers. Shopping centers are located on the location of shopping centers. From the 3 quarter of 2018, nine wooden sundry clubs opened and joined the whole country from Zhejiang, Shanghai to the whole country, and stationed in 32 cities.

By the end of 2018, there were 255 retail outlets in nine.

The 19 cities and 50 thousand or more shopping centers of the win business network show that by the end of May this year, there were 77 stores in the brand shopping center.

(photo source: win business network big data)

In terms of channels, Chenguang stationery has adopted the strategy of simultaneous development on line and offline.

According to the 2018 annual report of Chenguang stationery, in the reporting period, Chenguang technology effectively authorized more than 1000 shops in Amoy, Jingdong and other platforms to further enhance the online penetration of Chenguang brand.

In 2018, Chenguang stationery achieved a total revenue of 8 billion 534 million yuan, an increase of 34.26% over the same period last year, and the total revenue of Chenguang living hall (including nine wooden debris agencies) was 306 million yuan, up 49.15% over the same period last year.

But net profit of -3030.04 million yuan, significantly reduce losses during the reporting period, coupled with the seasonal presence of student stationery, the demand changes of the main consumer groups, Chenguang stationery needs upgrading in many ways to enhance performance, cosmetics is undoubtedly an important step in seeking growth.

"Cross boundary joint name" to create excellent market

While exploring new stores, Chenguang stationery is also actively distributing high-quality products to create a market.

In 2018, Chenguang stationery developed the first IP/ season and limited product increment space. Its black technology and nautical series have been well received by the market, and the market share of the company's products has increased further.

Last year, on the occasion of the 21st anniversary anniversary of nautical King's day, the nine wood sundry club in Jingan, Shanghai, and the morning light living hall in Shanghai's Zhengda Le City were all built into the theme scene of the nautical king, the straw hat group photo wall, the wanted photo wall, the morning stationery, the voyage King's exquisite hand account / signature pen and so on.

It seems to be in the two world.

The winning network understands that not only is the series of voyage King products, Chen Guang stationery also crossover with British Museum, Van Gogh, quintessence Peking Opera and other cultural IP, attracting many young people's attention.

As early as 2017, Chenguang worked with British Museum to launch commemorative stationery sets, including 5 Series: mysterious Egypt, Kanagawa surfing, collection, small explorers and Egyptian murals.

In 2019, Chenguang stationery introduced Van Gogh's series of stationery, mainly based on books. Its cover was well-known works by Van Gogh, and Van Gogh's letters and pictures and self portraits.

In addition to the hardcover, zipper and hand account book, the Van Gogh Travel Notebook suit was also launched. The theme came from Van Gogh's "Xinghua apricot flower", which includes travel notebooks, notebooks, notebooks, metal pens and metal pens.

Following the IP such as One Piece and British Museum, Chenguang stationery also joined hands with internationally renowned design companies to create an antique advertising film with the inspiration of Peking Opera's four major businesses, "Sheng Dan Jing and ugliness".

The design of the stationery gift box opens the stage of Peking Opera. Using AR technology, we can see that Wang Peiyu, a fashion Peking Opera player, is playing an empty city on the stage of the gift box.

In addition, Chenguang stationery is also based on the Chinese quintessence "Peking Opera", which has created the quintessence Metal Bookmark and won the red dot award in 2019.

It can be said that when the morning stationery upgrade stationery products and channels, efforts are being made to establish emotional connections with consumers to get rid of their inherent image.