This is a pencil case designed for lower grades children. With improved embedded structure, it integrates with a daily amount of school stationery, including 5 pencils, 1 ruler and 1 eraser. The top is an independent tubular pencil storage area, and the end of the pencil inserted is fixed with soft silicone at the opening to ensure that the pencil do not slip when inverted. The sliding block at the tip of the pencil is used to push out it and the contact part is around the nib to prevent breaking the pencil lead. The end of the case is a single clamshell rubber storage box to realize the hidden storage of the rubber, while the back is a sliding ruler card slot, holding 18cm ruler. Combined with ABS material, the light weight of 116g achieves good impact resistance. In addition, the product can be customized to display information such as name and class to prevent from losing.

The compact integrated structure can accommodate the daily stationery required by the lower grade students. Combined with the simple integrated shape, it can meet the dual needs of function and aesthetics. At the same time, sliding pen, magnetic suction cover and other designs add fun and interactivity to attract children's recognition intention.

The product was launched in July 2021 and received enthusiastic feedback due to its unique design and practical functions. From the first month, the traffic and sales volume of it doubled every day. Finally, in the third month, the transaction volume of this product ranked the first in the target category of Tmall, with an overall increase of 77%. Meanwhile, the excellent performance of this new product also brought the traffic and sales growth of peripheral products to the brand.

This product puts forward a new stationery storage scheme for children in lower grades who do not need too many complicated stationery supplies, that is, packaging the stationery independently according to the types, which solves the pain points of the traditional mixed stationery pencil box, which is easy to get messy, extrusion and break the lead, and also helps children in lower grades to quickly find and access the needed stationery, improving learning efficiency. In addition, the design of sliding pen, magnetic suction lid also promoted transformation of the pencil case from traditional to interesting, educational learning tool. In the "double reduction" environment, this pencil-case drives the research and development of the concise version or the sliding pen-taking mode of competing pencil-case for children in lower grades. Meanwhile, the use of environmental protection materials and the extremely reduced volume also reduce the environmental load, as well as the production and transportation costs.

Participants of this project: Project manager: 1 person, leading the work of the project; Project supervisor and assistant: 3 people, coordinating and promoting project progress; R & D team: 15 people, responsible for product structure, appearance and product display details page design; Engineering research and development team: 8 people, responsible for the production process and standards; Marketing planning team: 4 people, responsible for product publicity and promotion planning and other work; Marketing operation team: 8 people, responsible for the marketing operation of all network platforms.

1.Clear product positioning: Exploring the deep demand of contemporary students for pencil case and pencil bag products through a large number of market research. And based on this, we finally target the lower grade children. 2.Conceptual framework: Responding to the call to reduce the unnecessary burden for children in lower grades. At the same time, it paid attention to the product cost performance, so that the product could be more suitable for target users’ expectations. 3.Clear the project idea: Taking a bold attempt to make the product design fitting the modern aesthetic through structural innovation. 4.Assignment of working tasks: Establishing personal core responsibilities, specifying working methods, and setting the completion time of tasks. Final product acceptance: Checking whether the product structure is firm, good assembly and whether there are no loose parts, and conducting related testing.

The team spent more than 9 months from project approval to new product launch. A lot of manpower, material and financial resources have been invested, while nearly 1.5 million yuan has been spent in it.

The initial intention of this product is: to respond to the call to lighten the burden for children in the lower grades. Under such circumstances, the design team considered and polished the product appearance, volume, capacity and other aspects, and finally created this extremely thin and light pencil case, which can accommodate the amount of stationery of a day. It helps to reduce the unnecessary stationery carried by primary school students, thus reducing the load and carrying pressure of the pencil case, and really reducing the burden for students. At the same time, the success of the project also started the innovation of stationery and pen bag, and promoted the innovation of more excellent products in the industry. Of course, we will always develop more light and practical stationery for the purpose of "reducing the burden for students".