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Writing Instruments in China

Publisher Euromonitor International
Published Feb 13, 2026
Length 22 Pages
SKU # EP20883905

Description

China's writing instruments market posted modest growth in 2025, with retail volume increasing 0.8% and retail RSP growing 2%, despite cautious consumer spending indicated by a consumer confidence index of -3.2. The market is expected to accelerate, growing at a CAGR of 1% to CNY26.8 billion by 2030, driven by AI and technology-driven innovation, cultural and emotional engagement, and sustainability. Pens remained the largest subcategory, whilst markers and highlighters demonstrated dynamic grow...

Euromonitor International's Writing Instrumentsin China report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2021-2025), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Colouring, Markers and Highlighters, Pencils, Pens, Writing Accessories.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Writing Instruments market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

22 Pages
Writing Instruments in China
Euromonitor International
February 2026
List Of Contents And Tables
WRITING INSTRUMENTS IN CHINA
KEY DATA FINDINGS
2025 DEVELOPMENTS
AI innovation and sustainability drive premiumisation in writing tools
CHART 1 Key Trends 2025
INDUSTRY PERFORMANCE
Innovation and premiumisation reshape pens market as preferences evolve
Quality and innovation offset demographic pressures on student demand
Deli leverages cultural storytelling to engage Gen Z consumers
CHART 2 Deli Taps into Gen Z’s Emotional Economy with Nezha Collaboration
WHAT’S NEXT?
Speciality writing instruments to gain traction amid premiumisation
Eco-consciousness to drive demand for sustainable writing instruments
CHART 3 Shanghai M&G Stationery Inc: Redefining Sustainability in Stationery
Emotional resonance to drive demand for experiential writing instruments
CHART 4 Analyst Insight
COMPETITIVE LANDSCAPE
Shanghai M&G leads market consolidation amid evolving consumer preferences
AI and machine learning reshape writing instruments into smart solutions
CHART 5 M&G Yuexie Magnetic Levitation Gel Pen: Redefining Writing Through Technology
M&G leverages biodegradable materials and Gen Z demand for premiumisation
CHANNELS
Retail offline remains dominant as retailers enhance efficiency with digital tools
E-commerce transforms retail landscape through convenience and competitive pricing
COUNTRY REPORTS DISCLAIMER
CHART 6 Key Trends 2025
CHART 7 Polarised Choices: Status Symbols vs. Smart Value in Luggage
CHART 8 Connected Watches a Major Revenue Driver within Personal Accessories
CHART 9 Analyst Insight
CHART 10 How Gen Z Turned Bags into Statements of Values
CHART 11 Real GDP Growth and Inflation 2020-2030
CHART 12 PEST Analysis in China 2025
CHART 13 Key Insights on Consumers in China 2025
CHART 14 Consumer Landscape in China 2025
PERSONAL ACCESSORIES IN CHINA
EXECUTIVE SUMMARY
Luxury and technology reshape China's personal accessories landscape
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Polarisation squeezes mid-market as premium and value segments see polarised interest
Jewellery leads volume sales whilst connected watches show dynamic growth
Tourism recovery shifts luxury spending from domestic to overseas markets
WHAT’S NEXT?
Material value and cultural storytelling look set to define success
Smart watches expected to outpace traditional writing instruments
Premium brands expected to thrive whilst mid-tier faces pressure
COMPETITIVE LANDSCAPE
Traditional jewellery brands hold top positions amid fragmentation
Luxury jewellers blend heritage storytelling with digital personalisation
Art collaborations and sustainability reshape luxury landscape
CHANNELS
Offline channels dominate sales as consumers seek tactile experiences
E-commerce grows for accessible items but lags for premium products
PRODUCTS
Smart accessories blend health tracking with fashion functionality
Gen Z drives demand for sustainable, tech-integrated accessories products
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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