Exploration has always been the eternal theme of human beings. From ocean exploration and life research to the vision of the universe, mankind has never stopped. And the beginning of all this, or read a book in the school days, inadvertently understand a story, or is a pen in the hand.
Chenguang Stationery, one of the world's largest stationery manufacturers, takes it as its responsibility to create a more efficient and happy learning environment for students. It has more than 76,000 retail terminals and its products are exported to more than 50 countries and regions. Every year, M&G launches a series of ingenious and practical stationery products to encourage Chinese students in the new semester. In this year's opening season, Star Universe series products were launched, which conveyed the original intention of exploration to countless students and shed hope for their future development.
Brand innovation: Hand in hand with the Wandering Earth director Guo Fan, convey the spirit of courage and exploration
As a leading stationery brand, Chenguang Stationery mainly targets middle and high school students and college students, most of whom grew up with an open, independent and passionate background, and like science fiction, special effects and movies with hero complex. One of them is the blockbuster "Wandering Earth", which broke the New Year's Eve in early 2019.
Poster for The Wandering Earth
So this August, Chenguang teamed up with Guo Fan, director of The Wandering Earth, to convey the spirit of courage and exploration to teenagers through him. The courage and exploration spirit of Chinese filmmakers shown by Director Guo Fan during the shooting of The Wandering Earth is exactly the spirit of The Times that Chenguang hopes to pass on to young people. As a brand that actively explores and innovates, M&G combines science fiction culture with the needs of student groups, and the cooperation between the two is very consistent.
The Wandering Earth director Guo Fan
Product innovation: interesting and interesting, explore the unknown world, solve the core needs
2019 is a big year for the universe. From the first soft landing on the far side of the moon by Chang 'e-4 in early January to the Lunar New Year, space culture went into a boom period, a sign of culture and a desire to explore the unknown. It is based on this desire that M&G launches the Star Universe series of products.
This is the first time for humans to uncover the mystery of the moon's back, but also human exploration of the unknown world
Inspired by the star universe, this series uses stars, nebulae, starry sky and other elements to create colorful and dreamy neutral pens, notebooks, paper tape and other student stationery to express the diversity of the universe. Chenguang hopes that through the design of this series of stationery, the writing can inspire young people's yearning and exploration of the universe, and set up a dream, to create a brand new themselves in the new semester.
Chenguang Stationery - star Universe series products
Under the interesting shape design, M&G has more material in product function innovation. In fact, M&G's corporate culture has been deeply rooted in exploration and innovation from the very beginning. According to the pain points and usage scenarios of young consumers, M&G constantly innovates and designs acclaimed new products. Say goodbye to little black hands, make the paper cleaner quick drying series and so on. These products with ink drying, smooth writing, comfortable grip, fine writing four strong selling points, quickly occupy the market reputation.
Chenguang Stationery "Yue Write Buffer Neutral Pen" won the 2019 iF Product Award in Germany
The reason why M&G's innovation road is steady and broad is inseparable from the exploration of technology. M&g has a strong technical center, including the Stationery Industrial Park of its headquarters in Shanghai, China Pen Making Industrial Base, China Pen Making Center, National Industrial Design Center and China Light Industry Pen Making Engineering Technology Key Laboratory. Now Chenguang has mastered the core technology of writing instruments -- pen tips, ink and matching technology, and can produce them independently. Meanwhile, Chenguang has also participated in the formulation of national and industrial standards for many products.
Pen processing accuracy and difficulty is no less than precision watch parts, the picture is Chenguang pen machine
In the new era, continue to explore the way to upgrade the brand and build a "global stationery brand"
In the Internet era, stationery industry has been impacted by more foreign brands, requiring domestic brands to constantly explore more innovative ways to adapt to user habits in the new era. M&g, with a series of sentimental promotions and popular personalized products, has won the competition in the new era.
From 1990s to now, M&G has been working hard for 30 years. Starting from the agent of foreign stationery, M&G has grown from the first push neutral pen with independent intellectual property rights to the annual investment of over 100 million yuan in the design and development of products and technologies. New products on the production line can be displayed in all retail terminals in China in just 7 days, and it has over 600 patents. Exploration and innovation guide this enterprise, starting from a small pen, step by step to the world stage. We believe that in the future, M&G will continue to rely on its outstanding creativity to create good products for Chinese people and open up a new and better road of brand development.
