抢滩1500亿市场，卡牌巨头的第二增长曲线

Core Insights - The article highlights the successful entry of KAYOU, a leading card game manufacturer in China, into the stationery market with its neutral pen products, which have received positive user feedback and are seen as a reflection of consumer demand for quality and cultural value in everyday items [1][4][6] Group 1: Market Trends and Consumer Preferences - The Z generation's consumption preferences have shifted from "cost-performance ratio" to "emotional value," emphasizing the importance of aesthetics, functionality, and emotional satisfaction in products [2][3] - KAYOU's strategy involves leveraging its established IP card business to enhance the appeal of its stationery products, creating a multi-dimensional emotional value for consumers through aesthetic and functional design [3][4] Group 2: Product Quality and Manufacturing - KAYOU's neutral pen production involves a complex manufacturing process requiring 5-6 sets of molds and over 1,000 high-precision components, ensuring high product quality that can compete with leading brands [9][11] - The meticulous production process, including 24 production steps for the pen tip, is crucial for achieving a reliable writing experience, which has contributed to KAYOU's positive market reputation [11] Group 3: Distribution and Brand Strategy - KAYOU has established a robust distribution network through its card game business, allowing for effective market penetration and product visibility in both offline and online channels [11][12] - The brand's focus on high-quality, youthful, and companion-like products aligns with the preferences of the Z generation, fostering a strong emotional connection with consumers [11][12] Group 4: Market Position and Future Outlook - The stationery market in China is projected to reach 132.2 billion yuan in 2024, with KAYOU holding significant market shares in both collectible card and stationery sectors, at 71.1% and 24.3% respectively [4][7] - KAYOU aims to expand its market presence by integrating its product offerings with the evolving demands of consumers, focusing on aesthetics, functionality, and emotional engagement [12]