IIGEN is a leading global brand in authentic IP-themed stationery, integrating R&D, design, production, and sales.

The company boasts a self-built intelligent production base with a construction area of 140,000 square meters. It has established in-house production lines for core product categories such as erasers, notebooks, writing instruments, and school bags, supported by a 700+ strong production team and a 70+ member design team. With over 1,000 new products developed annually, IIGEN has partnered with more than 15 international top-tier IPs including Sanrio, Ultraman, Disney, Pokémon, and My Little Pony. Meanwhile, it has created original IPs like "kun panda" to build a diversified product portfolio.

Its sales network spans online platforms such as Tmall and Douyin, as well as over 300 distribution channels. The products are sold in more than 30 countries worldwide, with over 10,000 offline stores, achieving an omni-channel and global layout. Centered on data-driven operations and intelligent manufacturing, IIGEN continues to lead innovation and development in the cultural and creative stationery industry.

Interviewee: Simone Lin, Brand Partner and Deputy General Manager of IIGEN

Q: As a long-time participant in China Stationery Fair, what changes have you observed in the fair in recent years?

As an exhibitor that has participated in the CSF for a long time, our most direct feeling is that the ecological pattern and experience of the CSF have been comprehensively upgraded.

On one hand, the fair has evolved from a traditional exchange platform for stationery categories into an all-industry-chain exhibition platform covering stationery, cultural and creative products, IP derivatives, and educational toys. This transformation accurately aligns with the development needs of the industry.

On the other hand, the efficiency of resource connection has also been continuously improved. The dual-channel layout of "domestic market + international market" not only links emerging channels such as mainstream e-commerce and new retail, but also invites global buyers in a targeted manner. It has built a more efficient cooperation bridge for exhibitors.

Q: What criteria does IIGEN follow in selecting IPs, given that it currently holds multiple international IPs such as Sanrio and Ultraman, as well as original IPs?

IIGEN tends to collaborate with IPs that have a high degree of global recognition and sustained popularity. Partnering with globally renowned IPs with stable reputations enables better long-term co-creation between both parties. Based on market demands, we iteratively develop and create more diverse products year by year to meet the needs of student consumers. Product innovation also allows us to engage new fans who grow to love these IPs each year, making this a more sustainable endeavor.

The core criteria for IIGEN's IP selection are three principles: "compatibility, potential, and positive energy."

First, "compatibility": The tone of the IP must align with the usage scenarios of stationery. Whether it's the comforting vibe of Sanrio or the core spirit of courage embodied by Ultraman, they can naturally integrate into learning scenarios without feeling forced or inappropriate. 

Second, "potential": Priority is given to IPs with a solid audience base and long-term positive reputations. This includes internationally classic IPs that have been market-tested, as well as original IPs with growth potential, ensuring that products continue to gain user recognition. 

Third, "positive energy": The values conveyed by the IP must be positive, such as friendship, perseverance, and creativity. These should bring positive guidance to users, especially student groups, and this is a bottom line we always adhere to.

Q: What is your perspective on the market prospects of IP licensing?

The IP licensing market has enormous growth potential and room for imagination. From an industry trend perspective, current stationery products can all meet basic functional needs, and it is difficult to maintain a competitive edge solely through innovations in product functions. If we can "fill" the emotional value beyond functionality, we can establish a differentiated advantage in the red ocean of competition.

From a channel perspective, IP products can adapt to multiple channels such as traditional distribution, new retail, and cross-border e-commerce. Especially on platforms with a concentration of young consumer groups, the traffic-driving effect of IP is very evident.

At the same time, the cross-border integration of IP licensing is deepening, but the market is also becoming more mature. Users increasingly value the in-depth integration of IP and products rather than simple labeling. Only by truly achieving "IP empowers products, and products present IP" can we gain a firm foothold in the market.

Q: Domestic anime merchandise stores are booming, yet IIGEN insists on staying focused on the "core stationery track" and does not produce badges or standees. How do you define the boundaries for IP extension? 

The core of IIGEN’s boundaries for IP extension lies in adhering to our positioning as a stationery-focused business, concentrating on the core value of products, while avoiding channel and inventory risks associated with non-core categories.

We have always made it clear that "stationery is our core track." All IP collaborations and product developments are centered around the practical functions of stationery. Such products have stable market demand, and we have accumulated mature experience in supply chain management and channel operations, enabling us to effectively control the risks of inventory turnover.

Purely collectible items like badges and standees rely on the transient popularity of fans. They have short lifecycles and rapid iteration speeds. Once the hype fades, they easily lead to overstocking in channels and inventory backlogs, which not only tie up dealers’ capital and warehousing resources but also undermine the long-term trust in brand-channel collaborations.

The core of IP extension is "empowerment rather than replacement." It must be premised on not sacrificing product practicality or increasing the operational burden on channels. The goal is to let IP add emotional value to stationery, while leveraging the rigid demand for stationery to stably digest inventory, achieving a win-win situation for IP, products, and channels.

Q: What are your expectations for the 120^th China Stationery Fair?

As a long-time participant, we expect the 120^th edition to become a core platform for industry innovation and resource connection. We hope it will gather more high-quality IPs and innovative products to help us capture the latest trends, as well as connect us with more targeted channels and overseas buyers. Furthermore, we anticipate it will drive the industry to focus on innovation and convey positive values, so that we can jointly build a healthier cultural products ecosystem.