LENOVO GROUP(HK:00992) Di Yi Cai Jing·2025-12-15 10:09Core Insights - Canon's decision to close its printer factory in Zhongshan, China by the end of 2025 marks a significant shift in the global laser printer market, dominated for decades by Japanese and American brands like Canon and HP [2] - The market landscape is changing, with domestic brands increasing their market share from approximately 10% in 2010 to over 40% today, while foreign brands have seen their share drop below 60% [2][10] - Canon's market share has decreased from 7.7% in 2018 to 3.9% in the first three quarters of 2025, while domestic brand BenQ has captured significant market shares of 23.5%, 25.8%, and 21.3% in the same period [2] Domestic Brand Growth - BenQ's entry into the printer market was driven by long-term commercial prospects and national strategic needs, particularly concerning supply chain and information security risks [3] - The company initially focused on consumables but soon recognized the limitations and shifted towards printer manufacturing, launching its first A4 monochrome laser printer in 2010 [4] - Despite facing aggressive pricing strategies from competitors, BenQ managed to grow its output from 53,000 units in May 2011 to over one million units by 2019, achieving an average annual growth rate of about 50% [4] Technological Advancements - BenQ has made significant strides in developing core components such as the laser scanning unit (LSU) and main control SoC chips, achieving independent research and development of these critical modules by 2018 [6][7] - The company has accumulated over 6,000 patents, establishing a technological moat that supports its competitive position in the market [7] - Lenovo has also transitioned from imitation to independent innovation, increasing its self-developed printer revenue share from less than 10% to 50% [7] Market Dynamics - The printer industry's business model relies on a "razor-and-blades" strategy, where original consumables generate ongoing revenue, with hardware sales often only breaking even [8] - Despite a decline in overall printer sales from 10 million units in 2000 to about 7 million units recently, domestic brands have continued to expand their market presence [9] - The shift in the global industrial landscape is evident as foreign brands relocate some production capacity, allowing domestic brands to take the lead in the supply chain [10] Competitive Landscape - Domestic brands are gaining market share due to lower prices (20%-30% cheaper than foreign brands) and features tailored to local needs, such as remote printing and Bluetooth/NFC connectivity [12] - The penetration rate of home printers in China is only about 10%, indicating significant growth potential as demand for home and small business printing continues to rise [14] - The competitive environment is intensifying, with profit margins shrinking and companies investing heavily in research and development to innovate and meet market demands [14] Future Outlook - Domestic brands are expected to focus on high-end products, AI ecosystems, and international expansion, particularly in Southeast Asia [13] - The industry is entering a phase of stock or even declining competition, with foreign giants like HP and Canon facing challenges [15] - The rise of Chinese printer brands is attributed to continuous innovation in core technologies, establishing independent intellectual property, and enhancing supply chain security [15]