The gift industry tends to be specialized and standardized. In the early days, many gift companies in China were "producing on demand", that is, they produced whatever the market needed. Every gift company was almost all-inclusive, and the competition of similar products was fierce. After years of market elimination, gift companies have given full play to their own characteristics and formed a trend of specialization. Most of the enterprises we met in the survey focused on product areas. When asked why this professional differentiation occurred, an operator explained this way: In fact, it is not that we want to take the road of specialization, but that the market determines it. Specialization has several advantages.

First, it can reduce the degree of competition;

second, you can put your limited strength into a certain field and do it well;

the third is the commodity economy that conforms to modern mass production.

Gifts industry brands and personalized gifts will be the darlings of the gift market in the future. In the survey of gift buyers, it is found that people associate famous brands with high quality, high integrity and good service. Some interviewees mentioned that in the past, the price of gifts was more important, and the quality almost didn't matter. On the surface, it saved a little money, but in fact it lost more. Consumers will also have experience in this field. For example, some gifts are often attached to the current home appliance promotion, but the quality of these gifts is generally poor, which has seriously hit consumers' enthusiasm for buying. This violates the original intention of manufacturers to promote sales, so some discerning manufacturers are now very concerned about the quality and brand of gifts, even if the price of similar products of big brands is slightly higher, they will choose big brands. If in the early days of the gift market, customers only paid attention to price and style, then now customers have paid more and more attention to the brand of products. Fortunately, many gift enterprises have realized this problem and started to build their own brands. Shenzhen Arts and Crafts Industry Association even implemented brand strategy in the whole industry and evaluated the well-known trademarks of gifts in the city. This move has improved the market competitiveness of the industry and also raised the awareness of enterprises to protect registered trademarks.