On May 10, the second China Brand Day, with the theme of "Sharing Chinese Brands with the World", kicked off at Shanghai Exhibition Center. National leaders, Chinese and foreign experts and scholars, well-known domestic brand enterprises and industry associations gathered together to build consensus on brand development and discuss plans for brand development. As a popular national brand among Chinese consumers, Chenguang Stationery presents 20 of the most representative products at this exhibition. Through the combination of exhibition and experience interaction, Chenguang Stationery tells the story of Chinese stationery to the world with good quality, good insight and good creativity.
Chenguang Stationery presented the 2nd China Brand Day with its outstanding products
In 2014, the state proposed to "promote the transformation from made in China to created in China, from Chinese speed to Chinese quality, and from Chinese products to Chinese brands". In 2017, The State Council set May 10 as the "Chinese Brand Day". Since the successful holding of the first China Brands Day, a large number of major instruments of China and the country's fine products have competed for the first appearance, which has aroused widespread heated discussions, and the awareness of Chinese independent brands has entered the hearts of more people. As a representative of stationery products made in China, M&G Stationery has been striving to be the leader in the industry on the road of self-owned brand development, and constantly breaking through innovation to complete the magnificent transformation from made in China to created in China.
Craftsmanship excellence Chenguang focus on good quality
After 30 years of development, M&G has become one of the largest stationery manufacturers in the world and the largest neutral pen manufacturer in Asia, with an annual output of more than 4 billion pieces, from the first press neutral pen with independent intellectual property rights, to overcome the core technology of pen tip ink, constantly polishing the production process, constantly exploring innovation and excellence. Behind this is M&G's constant pursuit of higher quality.
In this exhibition, Chenguang Stationery exhibited 20 excellent products, including writing instruments, boutique books, office supplies, Ermei stationery, etc., and focused on the design philosophy of "improving writing experience, advocating green environmental protection, caring for autistic patients, carrying forward the quintessence of Chinese culture", which conveyed that Chenguang focused on originality quality and insisted on providing consumers with high-quality products and services.
In order to make everyone feel the good quality of Chenguang more truly, a professional testing instrument - circle scribing instrument was displayed at the booth site. By testing the writing length and line effect of the pen core, it simulated the testing process before delivery. Every pen of Chenguang must pass the marking test 100% in the process of leaving the factory before it finally seals the wax and reaches the hands of consumers. This professional circle drawing and writing instrument uses technical means to intuitively demonstrate Chenguang's ingenuity and craft, which attracts enthusiastic onlookers from the field exhibitors.
The professional circle scribing instrument exhibited by Chenguang Stationery attracted enthusiastic onlookers
Starting from the consumer pain point Morninglight adhere to good insight
Over the years, M&G adheres to independent research and development and design innovation, and always regards users' pain points as the driving force. Every year, M&G invests about 100 million yuan in the design and development of product technology. M&g specially selected 10 award-winning design products, such as Yuewrite Buffer neutral pen, Youhold, focus, 30 degree Twist pen and Vision, which have won the Golden Point Award, Red Star Award, Syth Award, and the international awards of Germany iF Award and Red Point Award, showing the highest level and extraordinary strength of M&G product design.
Among the many award-winning products, "Yue Write Buffer" neutral pen innovatively adds a front buffer spring structure to the neutral pen for the first time, effectively reducing writing fatigue and improving writing comfort, and thus won the 2019 iF Product Award in Germany. In addition, starting from consumers' pain points and usage scenarios, Chenguang has developed a number of comfortable grip products to prevent middle finger cocoon. In cooperation with Tongji University, Chenguang has designed a series of "Yougrip" positive posture sheath series to effectively improve children's grip and won the China Red Star Design Award.
Chenguang Stationery exhibited 10 award-winning design works such as Yue Write and Youshou, and the booth was very popular
The products designed based on consumer insight were highly recognized by the leaders of the conference. More than that, more than a dozen authoritative media, such as Xinhua News Agency, CNR.cn, Morning Post, Shanghai TV, East TV, Shanghai Foreign Language Channel, CGTN, China Economic Weekly, made collective voices and praised Chenguang for domestic products.
Lin Nianxiu, deputy director of the National Development and Reform Commission, experiences Chenguang Stationery products
M&g always has a good idea
Chenguang believes that good stationery needs not only excellent manufacturing technology and comfortable writing experience, but also content, attitude and temperature. In recent years, M&G has continuously explored and upgraded its products, brands and channels, and launched cross-border cooperation with major museums, art galleries, independent illustrators, writers, etc., combining all kinds of super IP to give more capabilities to its products.
At the exhibition, a series of creative products such as Chenguang Stationery Shengshi Xinyan Quintessence series products, "Children of Stars" public welfare products, food scraps, Meeboki illustrator cooperation book, Meetape creativity and paper tape attracted special attention.
Chenguang Stationery Shengshi Xinyan Chinese culture series metal bookmark has won the 2019 German Red Dot Award
In 2018, M&G Stationery works with the famous Peking Opera actress Wang Peiyu to launch a series of products of Xinyan Quintessence of the rich era, making the world fall in love with traditional Chinese culture. Among them, metal bookmark products won the 2019 German Red Dot Award by virtue of the beauty and creative design combining trend with tradition. Chenguang Rainbow charity product "Xing Xing's Children", originated from the paintings of autistic teenagers, calls attention to autistic and other vulnerable groups; Food residue pen is processed by technology to turn food residue into a biodegradable pen holder, advocating green environmental protection and caring for the earth...... These touching design concepts convey the temperature and attitude of Chenguang Stationery, which has been praised by everyone.
At the activity site, M&G also invited the master of hand-ledger painting and other artists to actively promote the interactive experience of hand-ledger making, artistic painting and so on, to feel the cultural and creative concept of M&G advocating a better life and unlimited creativity.
The children actively participated in interactive activities such as on-site painting experience and manual ledger making
In addition, the International Forum on Chinese Brand Development was held at the same time of the exhibition. On the afternoon of May 11th, Mr. He Yonghong, Vice president of Chenguang Stationery, was invited to attend the innovation sub-forum. He shared his views on the topic of "Chinese brand innovation and international influence Enhancement" and exchanged in-depth ideas with the participants. Chenguang started from the agent of foreign stationery, and has continued to innovate and grow in the past 30 years, insisting on doing "good writing" pen, overcoming the core technology of pen ink, quality is not imported brands; In the face of challenges and competition, M&G constantly explores the upgrading of products, channels and brands, and always insists on the development of products based on consumers' pain points and usage scenarios, such as the "Youshou" series to relieve writing fatigue, prevent middle finger cocoon, and the "quick drying" series to say goodbye to small black hands and make paper cleaner...... Continue to impress young consumers with insight, innovation and warmth.
Mr. He Yonghong, Vice President of M&G Stationery, shared at the 2019 China Brand Development International Forum
In the past 30 years, Chenguang has never stopped, accompanying generation after generation to grow up, bringing warmth and beauty to countless people's lives, and always showing the power of Chinese brands to the world with practical actions. "Share Chinese brand with the world", under the guidance of the national strategy of "brand Power", Chenguang Stationery will further enhance its own research and development, product and brand capabilities, strive to build a "world-class stationery brand", help Chinese brands in the new era to go to the world, and tell the story of Chinese stationery brands to the world!
