Anti-waste campaign hits calendars

Earlier this year, China's Central Commission for Discipline Inspection banned officials from spending public money on New Year's cards, postcards and calendars, aiming to curb extravagance among officials. But now calendar and greeting card makers say their business is falling due to the tightening measures. And with the New Year approaching, many consumers are looking to other places to get their calendars.

With the New Year fast approaching, it's usually the busiest time of the year for calendars and greeting cards. But sales are oddly off this year. Retailers say sales of calendars have dropped by more than 60% compared with the same period last year.

"It should've been a peak season for calendar sales, but the market is very bad. Official departments don't purchase them anymore while ordinary people seldom buy them. Now I have calendar stocks totaling more than 1 million yuan. Only 10% of the stock has been sold so far." said Qie Liming, Manager, Shanxi Liming Calendar Wholesale Center.

Retailers say many official departments and state-owned enterprises have cancelled their orders of calendars and postcards after the central government banned the use of public money to buy such items.

However, the customized calendar business has been rising online, with many print stores also jumping in. They provide online software services to customers, who can design a calendar to their liking, by inserting their own photos or other pictures. Then a printing store will produce the calendars and send them to the customers by express delivery.

"Since October, our online sales of customized calendars have increased from 120 pieces per month to about 500 pieces per month. We believe the sales volume will continue to January next year." said Qin Xueli, Online Business Supervisor, Guangming Printing Company.

A customized calendar sold online costs between 35 to 45 yuan, a price most customers feel is quite fair. Qin Xueli feels that the online print business will be even more promising in the future.

"I think the print industry should also seek opportunities in electronic commerce. Online businesses don't have the time or storing facilities. It's customer oriented and much more convenient and fast." said Qin Xueli, Online Business Supervisor, Guangming Printing Company.

China's calendar industry used to rely largely on government orders, which was paid for with public money. Experts say the industry needs to shift its target market to the public to survive. The products should also be more creative when it comes to design and be more customers oriented, just like the increasingly popular customized calendars sold online.