First quarter domestic laser printer market

In the first quarter of 2013, many printers such as Canon and Kyocera on the Chinese laser printer market released various new products. Among them, in January 2013, Canon released a new network laser printer LBP6670dn; March 8, Kyocera launched a number of ECOSYS series A4 desktop laser printers at the new product launch conference. The listing of new products has also affected changes in the market's attention. Among them, Hewlett-Packard is still the only big player in the brand-focused list. Canon holds the second place in the brand's attention with a share of 12.2%, while Kyocera is new. The list is ranked tenth in the list.

Report Highlights • Brand Focus: HP leads the brand in terms of 55.2%, followed by Canon and Lenovo; Fuji Xerox outperforms Samsung in fourth place; Kyocera ranks 10th in the list.

• Product Focus: HP CP1025 won the top spot with a 6.5 percent focus and became the most marketed laser printer; Hewlett-Packard’s seven products entered the list, and the remaining three products came from Canon, Lenovo and Samsung. .

• Analysis of parametric features: The proportion of color laser printers has increased to 28.9%; support for network printing products has been declining; the integrated powder and toner products are still in the market, but the proportion of concerns has fallen below 70%.

• Analysis of price segment: In the monochrome laser printer market, the proportion of products with a price of 1,000 yuan or less is nearly 40%; in the color laser printer market, although the price of products below 10,000 yuan is high, the degree of attention is not low, and the accumulated value is 23.8%. .

• Case Study - HP: From October 2012 to March 2013, the proportion of HP brand's attention has remained stable; Hewlett-Packard has a large number of black-and-white laser printers and accounts for more than 60% of HP's market share.

I. Market Overview

• The brand's focus is on a dominant situation. In the first quarter of 2013, the Chinese laser printer market still maintained a dominant market structure. Among them, Hewlett-Packard's technology and channel advantages have been accumulated for a long period of time. Market share has exceeded 50%, and it has only half of the market; Canon, Lenovo, Fuji Xerox, Samsung, and brothers have become the second group. The competition is fierce.

• Concern for color laser printers As the cost of acquiring and using color laser printers is high, the market attention of color laser printers is always low. However, with HP, Canon, Samsung and Fuji Xerox, and other brands have launched low-cost color laser printer products below 2,000 yuan, color laser printers began to attract more attention of users, this quarter its market share of concern rose 2.3 Percentage points, up to 28.9%.

Second, brand attention pattern

• Hewlett-Packard leads the brand watch list In the first quarter of 2013, Hewlett-Packard dominated the Chinese laser printer market. It led the brand watch with 55.2% market share, leading to a clear lead. Canon and Lenovo came in second and third places, with 12.2% and 9.5% respectively. Fuji Xerox, Samsung, and Brothers ranked fourth to sixth, with a focus on between 5.0% and 7.0%. The market share of attention of other brands does not exceed 2.0%.

• Fuji Xerox's ranking surpassed that of Samsung. Compared with the previous quarter, the overall attention of the laser printer market in this quarter was relatively stable. There were only three brand rankings on the brand watch list. Among them, Fuji Xerox’s attention ratio increased by 0.7 percentage points from the previous quarter, surpassing Samsung’s ranking fourth, while Samsung slipped to fifth place. Kyocera entered the list, ranking tenth in the list.

From the perspective of changes in the proportion of attention of various brands, the share of top brand Hewlett-Packard’s attention has increased, and the market advantage has been further stabilized; Canon’s attention ratio has remained stable and unchanged from the previous quarter; Lenovo has seen a significant decline, and the proportion of attention has decreased compared with the previous quarter. With 1.6 percentage points, the lead in the fourth place also narrowed from 5.9% in the previous quarter to 3.1% in the quarter.

Third, the product focus on the pattern

(I) Product Ranking • HP CP1025 received the most attention from the market In the first quarter of 2013, China's laser printer market was concerned about the product list. Hewlett-Packard swept the top five in the list. Among them, HP CP1025 took the top spot with a ratio of 6.5%, becoming the laser printer most concerned by the market; HP P1007 ranked second with a focus of 6.2%, only 0.3% from the top of the list; in addition, HP 5200Lx, HP The 1020plus and HP P1108 also entered the top five.

• Hewlett-Packard's Seven Products Ranked In terms of the brand distribution of the products on the list, Hewlett-Packard has a total of seven products entering the top ten, becoming the brand with the largest number of products on the list. The remaining three products came from Canon, Lenovo and Samsung. From the point of view of the type of consumables of products, among the ten products on the list, there are a total of eight types of toner powder products. There are only two types of toner powder separated products, and it can be seen that the toner-integrated products are favored by the market.

(II) Types of Products • Color Types Product concern is rising in terms of product types. Although black-and-white laser printers still dominate the market, their market share has fallen by 2.3 percentage points from the previous quarter to 71.1%. With the gradual decrease in the price of the color laser printer market, color-type products began to attract more attention from users. HP's color laser printer HP CP1025 also became the most market-focused product this quarter. Q1 2013 color The market share of laser printers was 28.9%, a slight increase from the previous quarter.

(III) Structure of price segment 1. Black-and-white laser printer • Thousand yuan and below products are concerned by ZDC statistics show that in the Q1 black-and-white laser printer market in China in 2013, low-priced products with a price of RMB 1,000 or less received widespread attention from the market, and the proportion of attention It reached 39.0%. The proportion of attention in the price range of 1001-2000 yuan was 27.4%, ranking second. The high-priced products with a price over 10,000 yuan have a low degree of attention, only 4.6%.

2. Color laser printers • In terms of over 2 million yuan in product color laser printers, despite the small number of products of 2,000 yuan and below, it still accounts for more than 40% of the market's attention, and the proportion of attention has reached 40.5%. The product price ratio of the 2001-5000 price segment was more than 20%, which was 21.9%. Although the price of products below 10,000 yuan is higher, the degree of attention is not low, accumulating 23.8%.

(IV) Network Functions • Supporting Network Printing Functions Product attention has fallen on the network function of products, and the degree of attention on supporting network printing products has declined. The ratio of attention has fallen by 1.2 percentage points from the previous quarter to 28.8%. The proportion of products that can be printed on the Internet is 12.0%, which is a slight increase of 0.4% from the previous quarter. The products that do not support network printing are still the first choice of many users. The market attention ratio has reached 59.2%, up by 0.8% from the previous quarter.

(V) Types of Consumables • The Monotonous Concern of Toner Powder Falls Below 70% in 2013 Q1 In the Chinese laser printer market, the toner and powder products remain the mainstream in the market, occupying close to 70% of the market's attention and the proportion of attention is 69.9%. However, it fell 1.7 percentage points from the previous quarter. The ratio of attention to toner powder separation was increased by 30.1%.

IV. Case Study - HP

(I) Brand Trends • Hewlett-Packard's concern remains stable Hewlett-Packard has always had a significant brand advantage in the laser printer market, and its market share has remained above 50% in the past six months. From October 2012 to January 2013, HP's attention ratio has always fluctuated around 55%. Among them, the proportion of brand awareness in December 2012 was relatively low, at 54.3%. In February 2013, the trend rose to 56.4%. In March, the trend declined slightly to 54.7%.

(II) Product Structure • The number of black and white laser products is 32. In the first quarter of 2013, there were 54 commercially available products in Hewlett-Packard. Among them, the number of black-and-white laser printers was relatively large, which was 32 models. The number of products for color laser printers is relatively small, with 22 models.

From the perspective of product focus, black-and-white laser printers accounted for more than 60% of the market share of Hewlett-Packard attention, attention ratio of 65.8%; color laser printers in the HP product share of only 34.2%, but this ratio is still higher than the color laser The printer has a share of 28.9% of the overall market.