However, the shortcomings of the old distribution model makes the interests of manufacturers are not fully amplified by the sellers. The relationship between manufacturers and sellers to stay in a simple trading relationship, the two sides lack of strategic cooperation and interaction, which results in the two sides of the resources are not docking, can not achieve the market co-branding goals. The significance of channel change is to make the two from the "simple profit relationship" to "strategic partnership" change. For a long time, stationery manufacturers rely on stationery distributors, wholesalers to sell their products, but stationery distributors (retailers) of low profits and weak brand awareness leads to good can not be better, but also proves that the traditional dealers will never be able to take up the responsibility of setting up the manufacturer's brand, because of their philosophy is to operate sales of better-selling products, not good enough to sell the products do not promote, resulting in their inability to manufacturers of the whole series of Product promotion and brand display, while manufacturers in order to highlight their brand identity, and ultimately achieve high profit growth, it is necessary to promote a full range of products, rather than a single product. Therefore, this contradiction can not be resolved in a short period of time.

For the current mainstream several types of office supplies distribution channels, such as stationery stores, supermarkets, dealers and large stationery chain, it seems that they are difficult to take on this task, in contrast to the stationery wholesale market: it is clear that the traditional text wholesale market is not a good enough environment, the management is not enough in place, the lack of publicity and other issues, which is not suitable for the competitive landscape and the rules of corporate growth, and ultimately, will also be facing a revolution. But so far, there is no obvious phenomenon that tells us that the stationery wholesale market in decline, on the contrary, many stationery manufacturers that year it is from the literature batch in the development and growth, the reality can be seen, the stationery wholesale market is gradually evolving from the large stationery wholesale market with Chinese characteristics of the extra-large office stationery retail outlets, inside the scattered tenants have gradually become various office supplies manufacturers to establish self-employment. Flagship showroom, will eventually develop into a direct competition between manufacturers.

Stationery manufacturers want to successfully build and promote the brand, for stationery wholesale market development or to have a grasp. In the future brand building, should be in the channel to promote more open.