国产打印机用近二十年突破垄断

Core Viewpoint - The closure of Canon's printer factory in Zhongshan, China, symbolizes a significant shift in the global laser printer market, where domestic brands are rapidly gaining market share at the expense of foreign brands like Canon and HP [3][12]. Market Dynamics - Canon's market share in China has decreased from 7.7% in 2018 to 3.9% in the first three quarters of 2025, while domestic brand BenQ's market share has increased to 23.5% [3][12]. - The share of domestic brands in the Chinese laser printer market has risen from approximately 10% in 2010 to over 40% currently, while foreign brands' share has fallen below 60% [3][12]. Competitive Landscape - 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 [4][12]. - The company faced significant challenges from foreign competitors who quickly reduced prices in response to BenQ's market entry, leading to initial losses [5][12]. Technological Advancements - BenQ has developed over 6,000 patents, establishing a technological moat, and has successfully localized critical components such as the laser scanning unit and main control SoC chip [7][8]. - Lenovo has also transitioned from imitation to independent innovation, increasing the revenue share of self-developed printers from less than 10% to 50% [8][9]. Cost and Pricing Strategy - The "razor-and-blades" business model in the printer industry relies on original consumables for sustained revenue, with domestic brands offering lower-priced alternatives to foreign brands [9][10]. - The cost of consumables has significantly decreased, with Lenovo's toner cartridges priced around 100 yuan compared to over 300 yuan for foreign brands, reducing the cost per A4 page from 0.2-0.3 yuan to 0.07-0.08 yuan [9][10]. Market Growth and Trends - Despite a decline in overall printer sales from 10 million units in 2000 to 7 million units recently, domestic brands have continued to expand their market presence [10][12]. - The penetration rate of home printers in China is only about 10%, indicating significant growth potential as demand for educational and office printing increases [15][16]. Future Outlook - Domestic brands are expected to move towards high-end markets, build AI ecosystems, and accelerate international expansion, particularly in Southeast Asia [14][16]. - The competitive landscape is becoming increasingly challenging, with profit margins under pressure and the industry entering a low-profit era [15][16].