爱普生（中国）总裁石桥响介：以科技与本地化应对中国市场变化

Core Insights - The Chinese printer and projector market is undergoing significant structural changes driven by digital transformation, consumption upgrades, and the demand for efficient, low-carbon, and intelligent products [1][2] - Epson's strategy in China focuses on "technology + localization" to provide high-quality products and services, positioning the market as a key growth engine for the company [1][2] Market Trends - The market has shifted from scale-driven growth to quality-driven development, necessitating brands to adapt to changing consumer needs [1] - The printer market is expected to see a 12.5% year-on-year decline in shipment volume in 2024, attributed to economic fluctuations and a rebound in demand following the pandemic [2] Company Strategies - Epson is restructuring its value chain to address changes in home printing demand, utilizing its "technology + localization" strategy and partnerships to enhance product appeal [2] - The "Epson Cloud Printing" WeChat mini-program has over 8.39 million registered users, and collaborations with Disney have introduced themed printers to attract family consumers [2] Technological Innovations - Epson's inkjet multifunction printers utilize "cold printing technology," which improves efficiency and reduces energy consumption, aligning with the growing emphasis on sustainability [5] - The company is also focusing on digitalization in commercial and industrial printing to enhance customer convenience while minimizing environmental impact [5] Competitive Landscape - New entrants in the market are viewed as a driving force for Epson's progress rather than mere competition [4] - The rise of large-screen LCD TVs is impacting the projector market, but Epson sees projectors as complementary solutions rather than direct substitutes [6] Smart Transformation - Digital transformation is identified as a critical challenge and a key to exponential growth, with Epson leveraging core hardware technology and partnerships across various sectors [7] - The "Epson Carrot Shared Printing" service allows users to print without owning a printer, meeting the demand for convenient, on-the-go printing [7] Collaborative Efforts - Epson is actively pursuing partnerships to build smart scene ecosystems, exemplified by collaborations with Tencent to enhance smart projection solutions [8] - The joint marketing efforts with Tencent Video aim to popularize smart projection products in the home market, targeting the "large-screen smart entertainment" segment [8]