Ecomdigest Stationery - 11.14.2024

Maruman goes global as Japan’s market shrinks

Author

Sophie Bruxner-Randall
November 14, 2024 • Estimated Reading Time: 7 minutes

Niche Nuggets 🔎

Maruman, a leading Japanese stationery manufacturer, is expanding globally to counteract Japan's shrinking market. By 2030, they aim for international sales to surpass domestic ones. Their strategy includes establishing offices in Shanghai and the U.S., leveraging e-commerce, and focusing on sustainability and innovation in product development.

Kaweco is expanding its Piston Sport range, introducing the black Classic Sport fountain pen just in time for Christmas. This pen is compact yet efficient, holding more ink than a standard cartridge, thanks to its innovative piston mechanism. This feature allows you to draw ink directly from a bottle, eliminating the need for plastic cartridges and offering a wide variety of ink colors.

The pen's design includes a transparent ink window for easy monitoring and a smooth refill mechanism for quick ink replenishment. Weighing only 10 grams, it ensures a comfortable writing experience. The precise piston mechanism and balanced nib provide a rich ink flow, making writing effortless. The Classic Sport is elegantly packaged in a special paper tube box, enhancing its appeal.

Teranishi Guitar inks, from Japan, offer vibrant colors and excellent flow, comparable to Taccia and Sailor inks. Priced at $23 for 40ml, they are available in 16 colors. Highlights include Gentle Green and Classy Burgundy. These inks are ideal for enthusiasts seeking unique, high-quality options.

Swan Mill Group, a long-standing manufacturer of Christmas goods, has acquired The Gifted Stationery Company, a UK-based business with annual revenue of approximately $6.2 million. The acquisition will leave Gifted’s operations unchanged, with founder Nigel Parr remaining at the helm. This move aims to strengthen Swan Mill’s product offerings and market reach.

Susan Graham, managing director at FLB Group, shares her journey into the stationery industry. Initially aspiring to join the police, she found her path in commercial printing before being headhunted by Letts Filofax Group in 2003. Her passion for paper planning made her an ideal fit, and she values seeing products come to life and working with a dedicated team. Her career highlights include becoming a board director in 2016 and managing director in 2020.

Looking ahead to 2024, Susan is excited about the successful launch of a reminder app and the company's focus on sustainability. She anticipates showcasing new products at a global conference. Personally, Susan is an accomplished triathlete and Elvis fan, with a preference for A5 organizers and highlighters for planning.

Leading Voices 📣

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets. 

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas on LinkedIn: Going global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Performance Pulse 📈

Marketers should focus on creating emotionally resonant holiday campaigns that align with consumer behaviors. By prioritizing engagement and building brand loyalty, they can navigate the shortened holiday season effectively. Continuous engagement and innovative strategies, rather than early promotions, are key to long-term success and consumer connection.

BigSummit emphasized the importance of multi-channel strategies for e-commerce success. Brands should engage consumers across various platforms, manage product assortment, and adapt to economic pressures. Social shopping, especially on TikTok, offers new opportunities. Understanding consumer behavior and forming strategic partnerships are crucial for navigating the evolving ecommerce landscape.

Instagram's Adam Mosseri clarifies that the platform does not reduce the reach of posts tagged as sponsored content. This myth is debunked to encourage creators to comply with laws without fear. The perceived reach penalty is likely due to user engagement, not Instagram's algorithmic actions.

Ecomdigest is a Contentive publication in the DTC Ecommerce division