Gift Industry Trend Analysis

The gift industry tends to specialization and standardization Many gift companies in China are “on-demand” at an early stage, that is, what the market needs to produce. Each gift company is almost all-embracing and the competition for similar products is fierce. After many years of market elimination, the gift company has fully developed its own characteristic management and formed a trend of specialization. Most of the companies we encountered in the survey had major attacking product areas. When asked why such professional differentiation occurred, one manager explained this way: In fact, it is not that we need to go professionally. The key is the market. decided. Specialization has several advantages. First, it can reduce the degree of competition. Second, it can put limited power into a certain area and do more. Third, it is a commodity economy that meets the requirements of modern production.

The gift industry brand and personalized gifts will be the darling of the future gift market. In the survey of gift buyers, people's associations with famous brands are of high quality, high integrity, and good service. Some interviewees mentioned that in the past, the price of gifts was more important, and the quality almost didn't matter. On the surface, it saved a little money and actually lost more. Consumers will also have experience in this area. Like current home appliance promotions, they often come with gifts. However, the quality of these gifts is generally poor, which seriously undermines consumers' buying enthusiasm. This is contrary to the original intention of the manufacturers to promote, so some visionary manufacturers are now very concerned about the quality of gifts and brands, even if the big brands of similar products will be slightly higher prices will choose the big brands. If in the early days of the gift market, customers were only paying attention to prices and styles, then the current customer's attention to the brand of the product has become increasingly strong. The good news is that many gift companies have already realized this problem and started to build their own brands. The Shenzhen Technology & Gift Industry Association even implements brand strategy in the whole industry and evaluates the well-known trademarks of the city's gifts. This move has increased the competitiveness of the industry's market, and has also increased the awareness of enterprises to protect registered trademarks.

Strengthen exchanges and cooperation in the gift industry At present, there are few exchanges and cooperation between gift companies for several reasons: competition, lack of organizers, and less opportunities. Diversification of their operations makes information not shared, causing waste of resources, and the disadvantages of not communicating are obvious. There are already many operators who are aware of the need for cooperation and have proposed some feasible solutions. In fact, the companies themselves have a desire to strengthen mutual communication. Among the gift companies we surveyed, 38% of companies hope to strengthen the exchange and cooperation among internal members of the industry, and hope that the newly established gift chamber will be able to predict this kind of cooperation. Provide a possible implementation.

As far as the current status of the gift industry is concerned, after more than ten years of development, the division of labor has become more detailed and professional, and companies with completely identical products have been greatly reduced compared to before. Many companies have gradually developed their own characteristics in the course of development. Their own fixed customers, each occupying one of the markets. The hostile competitive relationship between enterprises has greatly improved and the demand for cooperation has increased. In modern information-based markets, exchanges and cooperation have become a development trend.

The development of the market for big gift countries With the acceleration of the global economic integration process and the increase of international exchanges in various fields, the Chinese and foreign gift industries have developed rapidly in recent years. China is currently the world’s largest gift producer. In order to fully understand the development of Chinese and foreign markets, China's Gift Industry Association recently conducted a horizontal survey of the business gifts market and hot gifts in China, the United States, Germany and Japan.

In recent years, with the acceleration of the global economic integration process, domestic and international exchange activities have gradually increased, which has fully promoted the vigorous development of the world business gift market. Recently, the researcher Wu Chaoyu from the gift industry of the China Industrial Research Institute conducted a systematic survey of the development of the business gifts market in countries including China, the United States, Germany and Japan. From the survey results, the number of various types of gifts worldwide has exceeded 100,000. In each case, the annual sales of world gifts have increased to 200 billion U.S. dollars, of which only the gift sales in the Chinese market have reached 130 billion yuan.

In addition, from the field of gift production, China's four provinces of Fujian, Guangdong, Zhejiang, and Jiangsu are the world's largest gift production bases. All kinds of gifts produced by our country have accounted for 80% of the world's share. Huge output value has promoted the thriving growth of China's gift companies, and there have been a number of gift industry players such as Lili Fujian Trading Co., Ltd.

Since 2012, the recovery of the global economy has provided a great opportunity for the further development of the gift industry. With the research results of researcher Wu Chaoyu, we need to familiarize ourselves with the market development of China, the United States, Germany and Japan.

The U.S. business gift market is undoubtedly the largest gift consumer market in the world. For family gifts only, the annual sales of corporate office gifts exceed US$74 billion. Among them, the yellow porcelain charcoal pen holders produced in Fujian and the thousands of silver carved craft ornaments are all hot sellers in the US market. In addition, sales of handmade craft gifts in the United States market were US$12 billion, sales volume of greeting cards was US$7 billion, and other hot gifts included collection gifts, embroidery, Chinese paintings, jewelry, and lacquer ware.

The Chinese business gift market until the 21st century, many people still remember when some individual gift merchants across the country, to the unit or individual sales of gifts. After 2004, the whereabouts of gift merchants seemed to have disappeared overnight. Instead, large-scale gift industry portals were built. Since then, in just 6 years, sales of online gifts nationwide have reached 55.2 billion yuan in 2011. From the point of view of scale economy development, Fujian's "gifted gifts network" has become China's first batch of excellent online shopping malls. The online sales of various types of gifts has reached as many as 70,000 kinds.

German business gift market Germany's annual gift sales exceed 16 billion US dollars, of which more than half imported from China, Poland. From the statistics of the China Import and Export Commodities Fair each year, the most popular gift packages in the German business gift market are men's and women's accessories and candles. Among them, five sets of home-made gift ceramic knives, purple sand gold-inlaid jade tea sets, and so on, all fall short of gifts.

Japanese business gift market From the current statistics, the Japanese gift market annual sales of up to 15 trillion yen, mainly imported from China's Fujian, Zhejiang and other provinces. Japanese companies are particularly good at using gift marketing to expand the market, so corporate gifts account for the largest share of Japanese gifts, followed by holiday gifts, personal gifts, and commemorative gifts. Japan's hot gifts imported from China include the Symphony Tumbler digital photo frame, Parker's pure Hei Liya lattice pattern pen and so on.

As the global economy recovers and the real economy further expands, more and more Chinese and foreign companies will continue to expand gift marketing in the coming years. This will provide a great opportunity for the further development of China's business gift market and the upgrading of excellent gifts.