With the golden autumn bringing cool weather, another back-to-school season is upon us. For stationery brands, anchoring in campus scenarios, breaking into student circles, and laying out long-term incremental markets make the back-to-school season an unmissable window of opportunity.

Basic Learning Tools Hold the "C-Position"

Based on students' learning behaviors, back-to-school season consumption forms a complete path: Basic learning tools: pens, notebooks, rulers and compasses, erasers, and other basic configurations for classroom note-taking and homework; Learning management tools: storage, time management, correction, planning, and other categories that improve self-organization efficiency; Learning space optimization: eye protection, desktop, reading, and other categories for building a dedicated learning environment; Interest development and quality expansion: art, handicrafts, science, traditional culture, and other categories that extend from the classroom to quality cultivation.

Among these, basic learning tools hold the "C-position." Pens, notebooks, rulers and compasses, erasers, and other basic configurations for classroom note-taking and homework are all standard back-to-school items.

Changjiang Paper Industry Booth No.: H1-721

Changjiang Paper Industry's new myopia-prevention thread-sewn subject notebooks for the back-to-school season feature kraft paper covers, thread-sewn binding, and patented myopia-prevention inner pages. The multi-subject layout with clear categorization responds to consumers' advanced needs for "good usability, eye protection, and organized classification."

Baixue (Changlong) Booth No.: H1-411

Baixue (Changlong) deeply focuses on optimizing the writing experience. The C510 thermo-sensitive erasable direct-ink fountain pen uses thermo-sensitive ink and comes with a matching eraser on the pen cap, leaving no marks and not damaging the paper surface. It is ready to write as soon as the cap is removed, with a large-capacity ink reservoir in the barrel and a built-in moisturizing structure in the cap, effectively preventing dry-up and ink breakage after prolonged storage.

Chenqi Booth No.: H1-536

Chenqi Stationery's GP-K132 drop-resistant practice pen targets the pain points of high-frequency writing scenarios. The 370 stainless steel nib resists deformation from drops, paired with imported quick-drying ink to ensure stable ink output, allowing for smooth continuous writing without trailing. It is also suitable for left-handed users, reducing the annoyance of smudging on paper.

Looking at the new products from various brands, it is not difficult to see that standard offerings are not synonymous with staying the same. The past trend of "appearance first" and one-upmanship has receded, and rational consumption and pragmatism have become the mainstream in the market. Basic stationery is no longer content with being merely "usable," but is evolving toward "saving time and effort."

IP Collaborations Move Toward Emotional Co-Creation

As an important "trump card" for driving stationery consumption, according to statistics from "IP Research Institute," in the first half of 2026, 11 leading stationery brands completed 54 collaborations, involving IPs such as Coca-Cola, Peppa Pig, Hatsune Miku, SpongeBob SquarePants, Mr. Huang's Cat, Rilakkuma, Butter Bear, Sanrio, the World Cup, and more, with nearly every month bringing new moves.

The transition between school stages is a critical moment in young people's growth. They face not only new environments but also new interpersonal relationships, new academic demands, and their own changing selves. At this juncture, the role of stationery brands is no longer that of a "salesperson," but rather a "companion."

Image source: M&G Stationery

M&G Stationery launched its back-to-school new products with a collaboration with Snoopy, titled "Start School Stress-Free with Snoopy." Snoopy, that perpetually relaxed dog, provides just the right kind of emotional counterbalance, helping to ease consumers' anxiety about the new semester and the "insufficient holiday" feeling.

The most talked-about item, the "Flying Ear Pen," features side-click mechanism to extend the refill, with Snoopy's little ears swinging along with the action, giving the product a playful emotional expression—write your back-to-school worries on paper, press the pen body, and the ears pop up, releasing the frustration all at once. In this way, the IP is no longer just a flat pattern, but an interactive, shareable, and social three-dimensional experience.

The direction of IP collaboration evolution is now clear: moving beyond simple pattern licensing to find IPs that are deeply loved by young people and highly compatible with the brand's DNA, and then transforming their spiritual essence into more detailed, interactive product experiences. Through this long-term companionship, brands, IPs, and fans grow together, ultimately building a solid and lasting emotional bond.

Intelligence and Environmental Protection Become "Everyday"

The two major trends of intelligence and environmental protection are no longer just concepts but have become visible consumer options available on store shelves.

According to CCTV Finance reports, in Yongjia, Zhejiang, a microscope that can connect to a large screen has become a hit. With its built-in screen, users can observe microscopic samples such as insects and leaves, lowering the operational threshold while serving the purpose of scientific enlightenment. Many parents have reported that the product is convenient to use and reduces the burden of parent-child companionship.

Image source: CCTV Finance

A stationery store owner in Jiangsu noted that many parents, when making purchases, proactively ask about replaceable refills, eco-friendly paper, and other products. Stationery items that once relied on sequins, pendants, and fragrances to catch the eye have seen a decline in popularity, while simple, durable eco-friendly stationery has gained more favor. The market demand for recycled-paper notebooks, replaceable refills, and biodegradable material stationery has risen.

Manufacturing can become greener, and creativity can become smarter. Sustainability in the stationery industry is not only a social responsibility but also a form of business wisdom.

During the back-to-school season, the stationery market is flourishing with diversity. Competition in the stationery industry has shifted from promotional price wars to experience, emotion, and trust. Rather than chasing fleeting traffic fads, it is about getting close to users, staying emotionally in sync, brainstorming together, relieving stress together, and striving for dreams together. Once this trust is established, users' recognition solidifies into a brand's most unshakable asset. To understand industry trends and see more possibilities in the stationery industry, industry peers are welcome to gather offline and explore the path ahead together.

March 25–27, 2027

2027 Ningbo International Stationery Fair

Will open at Ningbo International Convention and Exhibition Center

With 23 years of dedication to the industry

It has become an efficient matchmaking platform for stationery trade

Pre-registration is now fully open → Register for free before the exhibition

A fee of 50 RMB/person will apply for registrations starting from 0:00 on March 25, 2027