Printing supplies market inventory
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In the field of consumables, the battle between original and compatible consumables has never stopped. 2010 is about to pass, and in this year, original consumables and compatible consumables are all in their own right, showing new development characteristics. As consumers, the most concerned about price changes, the use of the crowd, etc., we may wish to analyze.
First. New opportunities in the consumables market in 2010
1, inkjet laser supplies double harvest
In 2010, it was a bumper year for the inkjet and laser consumables markets. According to the survey data, inkjet consumables increased by more than 6% compared with previous years, while laser consumables increased by more than 20%. In the next few years, consumables will continue to maintain rapid growth. The consumables market is showing a good view. This is mainly due to the rise of commercial inkjet printers in 2010 and the continuous expansion of the all-in-one market. Although the home inkjet printing market is developing slowly this year, business jets rely on "faster speed and Lower costs have robbed many business markets, which has contributed to the growth of cartridge consumables. In addition, this year's laser printer application has been widely recognized, the speed of popularization has accelerated, and the growth of laser consumables has naturally increased. The market for photo printers and digital copiers has also gradually expanded, driving the development of the consumables market.
2, original supplies: technology to promote printing costs
When we complained about the high price of original consumables, HP used the actual action to convey an important message to the user: the original consumable printing cost can be reduced. The key to promoting printing costs is technology and determination. In addition to improving print speed, HP SPT technology has also reduced printing costs. For example, HP's latest K109a, the cost per page is up to 0.07 yuan. At the same time, in addition to using technology to reduce printing costs, HP also began to reduce the price of ink cartridges. The cartridge 703 cartridge used by K109a was reduced to 78 yuan, which is a low price that HP has never had.
Although many professionals stand up and speak: HP's printing cost reduction is achieved by increasing the cartridge capacity, there is no technology at all. Having said that, it is true that HP is pushing the original printing cost to be transparent. This also lets the user know one thing. As long as the printer manufacturer is willing and willing to make the decision, the printing cost can be reduced to any low price.
3, compatible consumables: cut into the political market is mixed
In 2010, the most common consumer consumables were the government industry's cut-in. As a result, the old pattern of government consumables procurement (unified original consumables) was broken, the government's procurement concept will also change, and general consumables have and original The ability of consumables to compete on the same field. In fact, general consumables are left out in the government procurement market. It is only Chinese characteristics, because many governments use a lot of general consumables in their office, and general consumables are the focus of purchasing. This is why Gege Ge, Tianwei Can become an international consumables brand, and only one of the reasons for not eating incense in China. Nowadays, the Chinese government departments have finally waved to the general consumables, and finally they have finally made a comeback. The competition with the original consumables has added important weights.
There is joy, and there are many sorrows. The reason is that the main reason for the government industry to cut into the general consumables market is: the national policy is open, and the consumables are included in the centralized procurement target, which means that compatible consumables can be entered into the government by the name of the policy point, and it is not the government personnel who are changing the compatible consumables. Therefore, only if the product is included in the centralized procurement catalogue, the government procurement will purchase the product separately, and various procurement methods and specifications will be useful. For products other than the centralized procurement catalog, the purchaser still has the right to freely choose the purchaser and form of consumables. Once freely purchased, the status of the general consumables has not changed.
Because a questionnaire survey was conducted on 20 government procurement officials, only one procurement official was willing to use general consumables, and the rest felt that the general consumable technology was not mature enough to be used. There are policies, there are countermeasures, and the national policy opens the way for general consumables, but the people underneath do not buy it, because the original consumables are expensive, but they don’t spend their own money, and their hearts don’t hurt, so although there are policies to “support”, The road to compatible consumables is still quite difficult to go. In order to truly compete with original consumables, it must rely on the recognition of ordinary users.
Second, the 2010 consumables market use live
From the distribution map of consumables in 2010, the original consumables still have the upper hand with a 56% share, while compatible consumables only account for about 29%, and others account for 15%. The user is quite recognized for the original consumables, even if it is expensive, and the original and compatible points, who wins and who is negative will see it.
1. Who is the original consumables boss?
In the concept of the general user: HP is the boss of laser printing, Epson is the elder brother of inkjet printing, it can be inferred that the sales volume of the toner cartridge should be HP, the ink cartridge sales leader is Epson. However, from the survey data, whether it is a toner cartridge or an ink cartridge, HP is the most concerned brand, Epson can only be ranked second. Why is HP having so many popular advantages in consumables? First of all, this is related to the design of the toner cartridge (ink cartridge). The toner cartridge or ink cartridge has both integrated and separate designs. The one-piece design is one-time use. When the toner or ink in the toner cartridge or ink cartridge is used, the toner cartridge is used. Or the ink cartridges will be scrapped, the user must re-purchase, and the sales volume is naturally large, and the printers using such integrated consumables are mainly HP and Canon.
In contrast, separate design consumables only need to replace toner and ink, and the main use of this consumable is Epson. Secondly, related to consumables compatibility, among all current brands, only Epson printers have the strongest compatibility with consumables. Epson printers are not only compatible with general consumables, but also can be used for ink filling and continuous supply. Due to the variety of choices, users naturally have less demand for original consumables. Finally, thanks to HP's leading position in the printer industry, users will always prefer a strong brand appeal when purchasing.
2, the difference between the original and compatible prices
The original consumables market has the largest sales volume with HP, followed by Epson. So, what about the compatible consumables market? According to the survey, the total number of domestic compatible consumables brands exceeds 300, but there are few strong and powerful brands, mainly Tianwei, Gezhige, primary colors, endurance and so on. Although compatible consumables have repeatedly emphasized that the original consumables have been caught up in print quality. However, to be honest, on the technology, compatible consumables have not really reached the status of being able to challenge the original consumables. After all, the original consumables are raised by the mothers. In the design process, the integration with other parts of the printer is carefully considered, and the bloodlines are authentic.
The most compatible consumables can only be regarded as adoptive children. Although they have made great efforts through hard work, they lack care and are somewhat flawed in personality. Of course, the biggest advantage of compatible consumables is the low price. Such as the grid of HP 816, 817 set of ink cartridges for 183 yuan, and a set of original HP 816, 817 for 280 yuan, the price difference of 100 yuan. Classic product laser printer HP 1020 printer toner cartridge 2612A original price of 420 yuan, grid or Tianwei compatible toner cartridge 120 yuan, the price difference between the two consumables 300 yuan, the difference is relatively large. Therefore, the current sales of original ink cartridges will be better than the original toner cartridges.
So who is suitable for using compatible consumables? It is recommended that users who need to print a large number of black and white documents use compatible consumables, because in actual printing applications, the black printing effect of compatible consumables is almost the same as the original, even ordinary color document printing can basically achieve 90% of the original consumables. The biggest difference between them is photo printing, compatible consumables in color reproduction, fineness and layering still have a certain distance from the original consumables. So, if you only need to print black and white documents, then it is best to use compatible consumables. In addition, compatible consumables can be selected for color document printing that is not intended for professional presentation. At present, Tianwei, Gezhige and other large manufacturers can produce compatible consumables of very good quality. They are also the most compatible consumable products used by users at present, and they are completely trustworthy brands.
It is worth mentioning that in the 56% market share of original consumables, the biggest supporters are not enterprise users. Because enterprise users print a lot, they pay great attention to printing costs, and compatible consumables are often the best choice. The biggest supporters of original consumables are home users and government departments, the popularity of home printers, and the large number of government procurement personnel, which have become the main reasons for the long-lasting consumption of original supplies.
Third, the future: whoever is profitable, sit on the big
If you ask someone who has sold consumables: Do consumables, is it original or compatible? I believe that more than 90% of people will recommend that you focus on compatible consumables, on the grounds that the profit margin is much larger than the original consumables. First, the price of original consumables is expensive. Their user base is some government departments, large companies or some companies with very high color requirements. The proportion of these people is not too much. With the national policy on the care of general consumables, The government department is “forced” to use compatible consumables, and the proportion of users will be reduced. Second, after years of development, the price of original consumables has been very transparent for dealers, and the profit is less than 5%. When you do it, the competition is fierce, which leads to lower profits.
Relatively speaking, compatible consumables are just the opposite. The customer base of compatible consumables is very large, and can be bought by individuals, companies, enterprises and institutions. If you say the printing effect, as long as you are looking for some well-known manufacturers of products, the printing effect will not be much worse than the original. In terms of after-sales service, compatible consumables service is more comprehensive than original consumables, because the original consumables service is only provided by the seller, but the compatible consumables are directly provided by the manufacturer, and the technical level is higher. Finally, and most importantly, compatible consumables are cheap, and the relative price is not transparent, the operability is very strong, and the profit earned is much more flexible than the original.
It can be said that the last bucket of IT industry is not original consumables but compatible consumables, and its profit and market development space is huge in the next five years. I believe there will be many merchants flocking to compatible consumables market, and this will The market is bigger. In addition, the state encourages the use of compatible consumables and introduces relevant policies to promote the development of compatible consumables. Looking forward to the international market, compatible consumables occupy the original consumables market is a trend. In the international market, the proportion of compatible consumables is expanding. The proportion of original consumables and compatible consumables in the UK has reached 1:1. With the influence of internationalization, domestic use will inevitably keep pace.
Today is a market that guides consumption. Wherever there is profit, there is a market. Whoever has profit is sitting on a big one. This is the law of the market. Whether it is original or compatible consumables is developing in this direction.