The autumn breeze of September not only brings the sound of a new semester’s school bell but also heats up the stationery market. From the first set of crayons held in the hands of kindergarteners to smart study tools in college students’ backpacks, “buying new stationery” has long become a ritual for every family preparing for school. This year, stationery choices for the back-to-school season are more diverse, meeting students’ pursuit of a sense of ritual while aligning with the growing emphasis on healthy learning.

Technology Empowerment: Leading New Market Trends

With rapid technological development, electronic and digital stationery have become mainstream, while smart stationery is now commonly found in daily study life. From talking pens that help with unfamiliar content, to study tablets with massive learning resources and online Q&A, and further to automatic pencil sharpeners, smart color-absorbing pens, smart desks and chairs, and fingerprint-lock notebooks—these innovative, efficient, and convenient tools are highly favored by students and parents alike. According to the White Paper on China’s Electric Pencil Sharpener Industry, the market size of electric sharpeners has surpassed 1.2 billion yuan, accounting for over 60% of the segment.

The rise of smart stationery not only changes students’ learning methods but also drives transformation and upgrading within the stationery industry. By integrating technologies such as the internet, big data, and artificial intelligence, stationery companies have achieved comprehensive innovation in product R&D, manufacturing, and sales channels, thereby improving production efficiency and product value. With the popularization of 5G and the Internet of Things, the smart stationery market is expected to further expand, with more diversified functions and broader application scenarios.

Safeguarding Growth: Responding to New Consumer Needs

Against the backdrop of consumption upgrades, parents and students are paying greater attention to healthy learning, making “health-focused” stationery a new trend for the back-to-school season. From correcting writing posture to ensuring product safety, health-oriented stationery is designed around “reducing study-related strain,” helping students learn with greater peace of mind.

In recent years, products such as silicone anti-slip pen grips and triangular pencils promoting healthy posture have gained popularity. These tools help students form correct writing habits, preventing finger deformities and myopia caused by improper grip, while also reducing hand fatigue from long periods of writing. Adjustable-angle bookstands, which support multi-angle adjustments, allow students to customize reading and writing positions, avoiding neck and spine fatigue caused by prolonged downward posture.

The rise of health-oriented stationery reflects consumers’ increasing demand for higher product quality and safety. As health awareness continues to spread, this sub-market is expected to keep growing. Stationery enterprises can increase R&D investment to enhance health features and product quality, meeting consumer needs for a healthier learning environment.

Emotional Resonance: Creating New Brand Value

Gel pens printed with popular cartoon characters, featuring classic quotes or scenes, provide students with a sense of “character companionship” while writing. Co-branded notebooks incorporate exclusive IP color schemes, with pages decorated with illustrations or watermarks, making them practical for note-taking and collectible at the same time. As Generation Z’s demand for stationery shifts from “practical” to “emotional resonance,” IP-collaborative stationery has become a major hit in the back-to-school market. Covering categories such as pens, notebooks, pencil cases, schoolbags, planners, plush toys, and badges, these products often sell out instantly, creating recurring “sold-out frenzy” moments.

The appeal of IP-collaborative stationery lies not only in its aesthetics but also in its emotional connection. Whether it’s classic animation IPs that accompanied childhood or characters from blockbuster summer movies, they bring a sense of “favorite things at hand” to students’ study experiences. Such products not only add ritual to the back-to-school season but also make stationery a medium for young people to express individuality and find social belonging.

The popularity of cultural IP stationery not only provides companies with new profit growth points but also opens new paths for brand building. By collaborating with trending IPs, stationery enterprises can quickly capture the attention of target consumers, enhancing brand awareness and reputation. Amid intensifying IP licensing competition, brands should explore deeper cultural value within IPs and continue innovating in product design, function development, and content marketing to strengthen long-term competitiveness.

This year’s back-to-school stationery market trends—smartization, health orientation, and cultural IP integration—reflect the diversified and upgraded needs of consumers while pointing the way forward for the industry. The back-to-school season is no longer just a simple consumption occasion but has become an important window to observe industry development trends and cultural consumption shifts.