Core Viewpoint - The Chinese writing instrument market is driven by a large student population and the deepening of quality education, leading to growth in specialized categories like calligraphy pens and art creation pens. The demand from professionals is shifting from mere functionality to quality and personalization, fueling the mid-to-high-end market. In 2024, the sales revenue of writing instruments in China is projected to reach 24.732 billion yuan, with a year-on-year growth of 1.8% [1][7]. Overview - Writing instruments are tools used for writing, drawing, and marking, categorized into pencils, fountain pens, colored pens, markers, highlighters, and writing aids. Notable products include the Chinese HB pencil, M&G 2B exam pencil, Hero 100 fountain pen, and various types of colored and marking pens [2][4]. Development History - The writing instrument industry in China began in the 1970s with state-owned pen factories focusing on essential categories like fountain pens and pencils. The 1980s and 1990s saw a surge in demand due to economic reforms, leading to the rise of private pen manufacturers and diversification of product categories. Since 2016, environmental sustainability has become a critical requirement, pushing companies to adopt biodegradable materials and eco-friendly practices [4][5]. Industry Chain - The upstream of the writing instrument industry includes suppliers of raw materials like plastics, metals, inks, and production equipment. The midstream involves research, design, and manufacturing, while the downstream consists of various sales channels including supermarkets, specialty stores, and e-commerce platforms [5][6]. Current Development - The student demographic remains the core consumer group for writing instruments in China, accounting for over 50% of the market in 2024. The demand for basic writing tools like gel pens and erasable pens is strong among students. The sales revenue for writing instruments in 2024 is expected to be 24.732 billion yuan, with fountain pens making up 45.8% of the market [7][8]. Competitive Landscape - The writing instrument industry in China exhibits a competitive landscape characterized by a leading player and several strong competitors. In 2024, the top 10 companies (CR10) hold a market share of 53.3%, with M&G leading at 25.8% and Deli at 7.3%. The market share of leading brands has been increasing, indicating a trend where the strong continue to dominate [9][10]. Company Analysis - Shanghai M&G Stationery Co., Ltd. integrates creative value and service advantages, focusing on providing solutions for learning and working environments. In the first half of 2025, M&G's total revenue reached 10.81 billion yuan, with writing instrument sales contributing 1.136 billion yuan [11][12]. - Deli Group, established in 1988, produces a wide range of stationery and office supplies, with its brand recognized as one of China's top stationery brands. Deli has received various certifications and accolades, enhancing its market presence [12][13]. Future Trends - The future of the writing instrument industry is driven by carbon neutrality policies and heightened environmental awareness. Leading companies are building green ecosystems throughout their supply chains, utilizing biodegradable materials and modular designs to extend product lifecycles. Additionally, writing instruments are evolving beyond mere functionality to become cultural and emotional carriers, reflecting a shift towards refined consumer experiences [14][15].