How does the notebook change from "stationery" to "luxury"?

Why can a notebook be sought after by so many people? Moleskine tells you that paper notebooks can also become a luxury! With the rise of the Internet, people’s use of mobile phones and tablets has gradually replaced paper-based work and life patterns.

The growth of the global stationery industry has declined significantly, and various paper products factories have closed down. Moleskine's single notebooks were sold at a high price of 150 to 500 yuan, and its sales increased from 40 million in 2009 to about 140 million euros in 2016, which more than tripled.

Not only that, in 2013, Moleskine's parent company went public with a market value of approximately 500 million euros, making it the fourth Italian luxury company to go public in recent years after Salvatore Ferragamo, Brunello Cucinelli and Prada.

As a legend in the stationery industry, Hermès in the notebook industry, Moleskine is a brand that can tell a story, and its success has a crucial factor-publicity positioning. Moleskine has always had a clear brand positioning: a notebook used by European artists and intellectuals in the 20th century.

Searching for this brand on the Internet, Ta will tell you that from painters Van Gogh, Matisse, Picasso to novelist Hemingway, many famous artists are accustomed to using this notebook, and have left many precious creative manuscripts in the notebook. For example, Van Gogh used 7 copies of Moleskine successively; Hemingway's "The Sun Also Rises" manuscript was completed in Moleskine notebook.

As far as design is concerned, Moleskine is aimed at the portable market, so the size, paper quality and weight of its products are set according to the standard of "easy to carry", which can record your inspiration and creativity anytime, anywhere. As for paper, Moleskine uses acid-free paper, which is not like ordinary paper that will turn yellow after a long time. It can be stored for a long time. In addition, Moleskine is willing to work hard on brand value, which is not available in other stationery brands.

Since the re-production of Moleskine, the brand has set its target users in this group of creative people. No stationery brand will position its target users so specific. In order to strengthen the relationship between Moleskine and creativity, Moleskine will not let go of any opportunity to cooperate with cultural products.

In addition, Moleskine also actively interacts with consumers, and the brand has established an interactive community for fans on its official blog. People can upload photos of any graffiti they wrote on Moleskine here. And on Facebook or Instagram, this kind of sharing is also very common.

Today, Moleskine hopes to extend the brand's halo from notebooks to other categories. In addition to notebooks, Moleskine also sells other peripheral products, from pens and backpacks to reading lights and even glasses and mobile phone cases. These are all displayed in Moleskine's specialty stores opened in high-end shopping malls, especially after its launch in April 2013, more specialty stores were opened.

In the face of the rise of digital recording platforms like Evernote, Moleskine did not feel like an enemy, but was very excited. In Moleskine's view, as a platform for recording ideas and creativity, paper and digital terminals should be a continuous unity, and people can freely switch between the two.