抢滩1500亿市场，卡牌巨头的第二增长曲线

Core Insights - The article highlights the unexpected success of KAYOU, a leading card game manufacturer in China, in the stationery market, particularly with its neutral pens that have received positive user feedback [1][4] - The rise of KAYOU's pen products reflects a broader trend in the Chinese market towards consumption upgrades, where consumers seek products that combine aesthetic appeal and practical functionality [1][3] Group 1: Market Trends - The Z generation's consumption preferences have shifted from "cost-performance ratio" to "emotional value," emphasizing the importance of obtaining emotional satisfaction from purchases [2] - The stationery market in China is projected to reach a scale of 132.2 billion yuan in 2024, showing significant growth from 71.2 billion yuan in 2019, with expectations to exceed 150 billion yuan by 2025 [5] Group 2: KAYOU's Strategy - KAYOU's strategy involves deep development of its IP (intellectual property) in its card products, enhancing aesthetic appeal and offering diverse gameplay, which has become a symbol of identity for consumers [3][4] - The company has successfully integrated its brand identity with quality stationery products, leveraging its established IP connections to penetrate the stationery market [4][5] Group 3: Product Quality and Production - KAYOU's neutral pens are produced with high precision, requiring 5-6 sets of molds and over 1,000 high-precision parts, ensuring superior product quality [8] - The production process includes 24 steps for the pen tip alone, which helps prevent issues like ink skipping, thereby enhancing user experience [8] Group 4: Distribution and Marketing - KAYOU has built a robust retail distribution network that includes supermarkets, specialty stores, and campus shops, facilitating effective product placement and consumer reach [9] - The company has developed a mature online marketing system that supports social media promotion and sales for its stationery products, aligning with the preferences of the Z generation [9][10] Group 5: Brand Positioning - KAYOU aims to establish a strong brand identity that resonates with young consumers, focusing on high-quality, stylish, and emotionally engaging products [9][10] - The company’s approach combines aesthetics, functionality, and emotional value, positioning it well in the evolving consumer landscape [10]