Di Yi Cai Jing·2025-12-15 07:07Core Insights - The rise of Chinese printer brands is not merely a result of low pricing or market exchange for technology, but rather a complex evolution involving core technology innovation and the establishment of independent intellectual property rights [16] Market Dynamics - Canon's decision to close its printer factory in Zhongshan, China by the end of 2025 symbolizes a significant shift in the global laser printer market, which has been historically dominated by Japanese and American brands like Canon and HP [2] - According to IDC, the market share of domestic brands in China's laser printer market has increased from approximately 10% in 2010 to over 40% today, while foreign brands' share has decreased to below 60% [2] - Canon's market share has declined from 7.7% in 2018 to 3.9% in the first three quarters of 2025, while domestic brand BenQ's market share has fluctuated between 21.3% and 25.8% during the same period [2] Competitive Landscape - The competition in the printer market has intensified, with domestic brands like BenQ and Lenovo gaining ground by focusing on supply chain security and addressing information security risks associated with networked printers [4][9] - BenQ has developed over 6,000 patents, creating a technological moat that supports its competitive position [8] Innovation and Development - BenQ's entry into the printer market in 2007 was driven by the long-term commercial prospects of printers and national strategic needs, leading to significant investments in R&D and supply chain development [4][5] - The company achieved a breakthrough in core components like the laser scanning unit (LSU) and SoC chips, enabling it to produce competitive products domestically [7] Pricing and Cost Structure - The pricing strategy of domestic brands is significantly lower than that of foreign brands, with original consumables from US brands priced around 300 RMB, while similar products from Lenovo are priced at approximately 100 RMB [10] - The cost of printing has decreased from 0.2-0.3 RMB per A4 page to 0.07-0.08 RMB due to the integration of supply chain and technological innovations [10] Future Outlook - The domestic printer market is expected to continue growing, with a current household penetration rate of only 10%, compared to 30%-40% in Western countries [15] - Domestic brands are focusing on high-end markets, AI ecosystems, and international expansion, particularly in Southeast Asia, to navigate patent barriers and enhance their market presence [13][16]