Looking at the innovation opportunities in the printer industry to develop manufacturing?
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In recent years, two hot topics in the manufacturing industry are Internet + and technological innovation. Many companies are trying to make Internet, and many Internet companies are cutting into manufacturing. As far as the printer industry is concerned, domestic innovation in the high threshold manufacturing industry is still lacking.
What thresholds make the Internet giant stop at the printer?
Perhaps it is because of the Internet + winds, or because of the transformation of Internet companies. Internet companies that used to start with software and services have entered the manufacturing industry, such as mobile phones, televisions, computers, and so on. The unpopularity is that the manufacturing of high thresholds is rarely touched by Internet companies, such as printers.
Let's talk about the current state of the printer market and the possible technical barriers.
According to IDC data, global printer shipments increased by 9.9% in the third quarter of 2015, including shipments of printers and composites, and Q3 shipments increased by approximately 10,500 units. In contrast, printers have achieved optimistic growth in all major markets around the world, with Asia Pacific (excluding Japan) increasing by 15.7% over the same period last year, while the United States, Western Europe, and Japan were 15.3%, 12.1%, and 1.0%, respectively. That is to say, even if the voice of the information system and the paperless office are in turmoil, the printer market still shows considerable prospects, especially in large economies such as China and the United States. Of course, the long-lasting entrepreneurial boom in China and the rise of the home printer market in recent years will be an external cause of printer shipment growth. Since the printer can't be called the "sunset industry", why are domestic technology giants discouraged?
Taking a laser printer as an example, there are two core components that are well known. One is a toner cartridge, which is usually made of aluminum and coated with different materials. A laser printer has more than 70% of the imaging components concentrated on the toner cartridge. The most critical component of laser printers today. This is also a bottleneck technology for printers, and it is also the key to the long-term market for printers such as Canon and Ricoh. The second is toner. Over the years, major printer manufacturers have been continuously improving the process and technology of toner, which has become another evaluation standard for determining the quality of printers. I remember that in 2010, Lenovo invested in Sennaco released China's first laser printer with its own core technology, and took Bentu as the brand name, but proud of it is the printer's main control chip and main control. Procedures, toner cartridges and toner still need to be imported or with the help of foreign technology. The same technical thresholds also appear on inkjet printers and will not be described here.
Is the traditional giant really invincible?
Just because of the technical threshold, the printer brands we know are nothing more than HP, Canon, Fujitsu, Epson, Samsung and other brands. Another question has arisen, whether the giants with technological and patent advantages have given the opportunity for domestic technology companies to subvert.
If it is placed on the Internet or emerging technology, there is hardly any giant company that will make people feel awe. For example, Apple and Samsung have split 80% of their profits in the mobile phone market. There are still many domestic companies eager to try. The typical one is Xiaomi. , LeTV and 360, the same situation also appeared in the field of computers, television and so on. As far as printers are concerned, there is still a spark of innovation in China. At least many startup companies have high hopes for 3D printing, and the relevant policies of the country also strongly support them. But it is worth thinking that domestic companies face the same problems as printers on 3D printers, that is, the lack of core technology. Or, in the traditional printer market, is it really impossible for domestic technology companies to do so?
When Bento came out, the media described China as the fourth country in the world to independently develop laser printers, breaking the long-term monopoly of Japan and the United States in this field. However, the result of the market is that it favors international giants such as Samsung, Hewlett-Packard and Canon, rather than domestic brands such as Lenovo and Bento. However, Samsung has entered the printer market for more than a decade, and its sales have surpassed HP and Fujitsu. For example, in 2014, the announcement of the bidding for the fifth phase of the procurement of the State Administration of Taxation showed that Samsung accounted for nearly half of the winning bid of 20,755,700 yuan. From the two new black-and-white laser MFP products released by Samsung, the core selling point is in the aspects of large memory, fast Ethernet connection, multi-tasking, etc. In the two key technologies of toner cartridge and toner, Samsung The advantage is to reduce printing costs and environmental protection, such as the use of affordable high-capacity toner cartridges, the use of less toner. Previously, Samsung had achieved a million-selling sales on the SCX-4521/4321 series. Its advantages and industry status are self-evident.
It is true that Samsung’s dark horse status in the printer market hints at the feasibility of domestic technology companies entering the printer market. In fact, the diversity of printers in the market segment also indicates the potential market for manufacturing.
Looking at the potential "money scene" of manufacturing from the printer
In many manufacturing sectors, domestic brands do not have much core technology, mobile phone CPUs, memory chips, operating systems, and so on. Compared with the white-hot competition of electronic products, there are more market segments than the traditional manufacturing industry, and there is also a larger "money scene."
Still taking printers as an example, in addition to traditional laser printing and inkjet printing, there are many sub-printing fields that will not be replaced by electronic technology. For example, thermal printers that print small tickets, technology is not limiting domestic technology giants to enter printers. The barriers to the market. On the other hand, under the trend of intelligence, printers are inevitably compliant with the tide of intelligence. How to make products more intelligent and user-friendly will become a major advantage for new entrants. For example, in order to avoid being suppressed by the Japanese and American brands, Samsung needs a different approach in product advantages. Take the SCX-4821HN/4621NS products that have just been listed, it can be said that the user-friendly design is painstaking. First, the adjustable control panel is used to reduce the user's learning cost on the basis of simple and easy-to-use; The software allows the user to monitor the performance and status of all aspects of the printer, avoiding the accidental use of toner when printing; the third is to use a one-button convenient copying method to save the user's operating time. Simply put, it is the dead user experience.
Many companies have been crowned with "China's creation", but the products have followed the rush of the rush to the "fast-moving consumer goods" market, which eventually resulted in a fierce competition and price wars are inevitable. In order to reduce the cost as much as possible in exchange for a larger profit margin, the participants often repeat the mistakes of early innovation and quality in China. In a big way, many domestic enterprises are carrying out profit-seeking business innovations, what to do when they earn money, lack of potential for traditional manufacturing, and even too slow to reflect market demand. The printer market is a good example. The market prospect of 3D printing is a consensus, but the basic technology of printing, market cultivation, and channel coverage are still very short. Once the tide of 3D printing really hits, can domestic brands really resist the impact of foreign brands such as Japan, South Korea and the United States?
Manufacturing is the performance of the country's economic hard power, there is no opportunistic, and there is no blockbuster daydream. Instead of engaging in a meaningless market competition in the hot field, it is better to seize the “money scene†of the traditional manufacturing industry after the transformation.
The printer market is nothing more than a glimpse of China's manufacturing industry. The high-threshold manufacturing industry is also cultivating huge opportunities for innovation. When many manufacturers of electronic products are in the midst of bankruptcies, should the so-called technology giants stop and think about it for a while? On the road.