Deli Group, a leading brand in the stationery and office supplies industry with 40 years of experience and a network spanning 145 countries worldwide, hosted a trade press conference at Centara Hotel, Thailand. This event introduced the Deli brand to the Thai market, marking a significant step toward sustainable business growth. The event was honoured by the presence of Khunying Sudarat Keyuraphan, who presided over the opening ceremony, alongside Deli Thailand executives, business partners from the Thai market and the Southeast Asian region, media representatives, and VIP guests. Over 500 attendees participated, and the exhibition featured an extensive showcase of 2,500 products.
Mr. Charlie Huang, Managing Director of Deli International Co., Ltd., responsible for Deli International Business, stated that the objective and theme of this event, "Beyond Boundaries, Together for the Future", signifies working together with Deli to build a bright future. He emphasised that Deli is now a global leader in creative technology industries, providing world-class products and services tailored to diverse work environments, including offices, classrooms, and various workplaces.
Deli remains committed to its vision and mission of being a globally trusted brand by delivering accessible, high-quality products and services. With superior products and outstanding services, Deli has won the hearts of consumers worldwide, becoming China’s number-one stationery brand since 2004.
Currently, Deli generates an annual revenue of USD 6 billion, experiencing rapid growth with over 15,000 employees. The company has expanded its business across five continents and 145 countries. By 2023, Deli had become the world’s largest integrated stationery manufacturer by revenue. Additionally, Deli has achieved great success in penetrating over 80 e-commerce platforms across 40 countries, establishing itself as the number-one comprehensive stationery brand online.
“I sincerely thank all our business partners for their support and for growing together with us. The remarkable growth figures stem from our strategy of expanding into various industries, including stationery and office supplies, hand tools, and furniture. To support this growth and achieve success, we have established eight industrial centres, 12 manufacturing plants, and the world’s largest integrated stationery production centre. Six of these facilities are located in China, with one in Vietnam. In the near future, we plan to expand our manufacturing bases to Indonesia, Egypt, and other countries,” said Mr. Charlie Huang.
Mr. Ardhit Hensuk, Managing Director of Deli Development (Thailand) Co., Ltd., stated that Deli prioritises R&D, focusing on market research, consumer research, and product research. With over 200 engineers continuously developing products, Deli covers 24 categories with more than 20,000 SKUs, providing a one-stop service for stationery and office supplies. The company ensures that every Deli product aligns with functional needs, boasts a modern and attractive design, is made from high-quality materials, and remains affordable.
Deli Thailand aims to become the brand leader in the Thai stationery market within five years and strives to establish brand recognition under the concept of "Global Excellence, Local Touch"—a global brand that genuinely understands Thai consumers' needs.
To achieve this, Deli’s marketing strategy in Thailand involves expanding distribution channels, investing in innovation and new product development, strengthening brand presence through distribution networks, and directly engaging with consumers. Deli targets doubling its business size within two years and tripling it within five years.
Additionally, Deli plans to invest in new licensed products, six of which were introduced at this trade press conference. Each product line has distinctive features tailored to different target groups based on age, consumption behaviour, and lifestyle.
The licensed products include Butter Bear, Shin-Chan, Duck Yo, The King’s Avatar, SpongeBob, and Super Wings, with Super Wings ranking among the top five best-selling licensed products worldwide. These products fall under the Pre-School category, designed to provide young children with an enjoyable and developmentally appropriate learning experience while ensuring safety from harmful chemicals and foreign substances. Meanwhile, Shin-Chan belongs to the Teenager – Working Group category, as it is a highly popular anime worldwide, including in Thailand.
At the trade press conference, an extensive product experience exhibition was organised into nine zones:
- Licensed Stationery
- Writing Instruments
- Student Stationery
- Office Stationery
- Paper & Notebooks
- Nusign Lifestyle Stationery
- Coloring Products
- Office Equipment
- Sports Supplies
“Finally, Deli is committed to developing products through innovation, applied science expertise, artificial intelligence, and cloud technology. These advancements will enhance our competitiveness and lead the stationery industry toward future success,” said Mr. Ardhit.
