Guangzhou, June 06, 2022 -- Xiaomi's Mi Jialien ink-jet printing machine was launched in March, and Xiaomi's laser printing machine K200 was launched in May. This is a new speed of light, which made many people call Xiaomi's printer "crazy".
In fact, since the release of its first product in 2018, Xiaomi has officially launched 4 printer products, accurately occupying positions in different segments and becoming a veritable dark horse player among domestic printer brands.
According to the data of the "Research Report on the Innovation Trend of China's Home Learning Printers in 2022" newly released by iMedia Consulting, the scale of China's printer market in 2021 is 35.21 billion yuan, of which the scale of home printer market is 3.38 billion yuan. It is estimated that in 2025, the scale of China's printer market will be 40.84 billion yuan.
From home to office, from printing single function to print, copy and scan integration; From close-range transmission to beyond the limitations of space, the use of the printer scene, functional form, intelligence and other innovations, for the nuggets of billions of market.
Torrent Yong Jin, print market brand competition
In 1976, the world's first inkjet printer was born. After nearly 50 years of technology baptism, experienced the needle printer, inkjet printer, laser printer and other models of the wash, the printer is suitable for People's Daily office and life, gradually into the public life.
Limited by foreign technology, for a long time, the domestic printer market was blocked by HP, Canon, Epson and other foreign enterprise printer products. The closed industrial chain, capital-heavy business model and technical barriers also bring great difficulties to domestic brands. In recent years, with the technological breakthrough and the decrease of production cost, the traditional domestic household appliance brands and new brands have obtained more sufficient space for development, and have entered the printer market with huge potential to win a share.
It is understood that by May 2021, Xiaomi printers launched series of products shipped more than 1 million units worldwide, printing volume exceeded 200 million, new products maintain rapid offensive, is seen as domestic inkjet printer is firmly established performance.
At present, in addition to Xiaomi, the domestic brands concerned about the printer market also include Naxda, Lenovo, Deli, Huawei and so on. Through comparison, it can be seen that different brands focus on different directions, and have not formed a relatively obvious head advantage in the whole market.
Take the 1000-yuan machine as an example, representative of the HP Smart Tank 518, Epson L3158, Epson L3255, Canon G3800 and Mi Mijialien ink-jet all-in-one machine, its main function design includes printing, copying and scanning three-in-one, high-precision scanning and printing, the overall gap is not obvious.
At the same time, the representatives of the new domestic brands represented by Xiaomi have shown their advantages in intelligent printing, detailed experience and cost performance. Whether relying on Xiaomi IoT system to support the performance of intelligent printing and remote printing speed and stability; Or innovative NFC touch transfer printing or millet web drag printing design, all show Xiaomi in the creation of intelligent ecology of profound skills, implanted in the hearts of consumers "intelligent printing see millet" user mind, out of their own road of differentiation.
New challenges to the market, brand to the new program
Prepared dishes, small appliances, camping in the wild... In recent years, the changes in the living environment, so that consumers began to re-examine their own life, can grasp the latest trends of consumers, find the entry point to adapt to the market demand, in order to become a winner in the new challenges.
According to the statistics of Zhiyan Consulting, since the epidemic, the demand for home printing has shown a blowout explosion. Students' online learning and employees' telecommuting have brought a large number of homework and document printing demands, which have become the main driving force of market growth. According to the survey data, more than 80 percent of the users who bought home printers in 2022 need to print academic materials, and 55.6 percent of those with K12 education in their families. Among the users of Xiaomi's printers, 33% are families with children.
For printers related products, they need to meet various printing needs brought by online classes and daily learning and education. At this time, Xiaomi also relied on its localization advantages as a domestic brand and as an Internet brand user operation advantages, gave a new solution.
At first, Xiaomi developed a new section of "education materials" in the App device page, and designed a number of learning templates for these families, such as homework paper, letter-writing, math formula, manual newspaper, etc. The material was an instant hit, and downloads continued to climb. But instead of immersing itself in the joy of having its idea verified, Xiaomi began to think seriously. Could such simple content really solve parents' pain points? Is this really "printing and learning"?
Finally, Xiaomi decided to open up the home education hardware content learning ecology, provide printer users with value-added services such as education and office, and create a three-in-one APP of printing, learning and office, namely Xiaomi Print APP, to truly realize the combination of printing and learning, as well as printing and office.
At present, Xiaomi Printing App has been launched. Xiaomi Printing App has deep cooperation with Xueersi. The learning content provided by Xueersi covers all subjects in primary school, middle school and high school, and the module of "education materials" is incorporated into the "learning template".
At the same time, office requirements such as "team management" and "remote printing on business trips" in office scenarios are further satisfied.
It is out of the deep insight and rapid response to user needs that Xiaomi's localization and intelligent advantages continue to overlay, and finally build its own moat.
The future has come, the layout of the whole product line of confidence
The magic weapon to deal with the fierce market competition is to understand the needs of the market, accurate card position, and then establish their own product line structure, this point, Xiaomi's layout in the printer market is a good representative.
Unlike other brands, which are limited by technical capabilities, Xiaomi cooperates with Hantu Technology, an ecological chain enterprise focusing on printing, to overcome the technical problems of printers with the help of professional technical reserves. So far, apart from the photo printer, Hantu combined with XIAOMI released four products: Mi Mi inkjet printer, Mi Mi inkjet printing all-in-one, Mi Mi Mi inkjet printing all-in-one, Xiaomi laser printing all-in-one, to establish a product matrix, precise card location in different scenarios to meet different user needs.
The three inkjet printers mainly focus on the home scene, among which the first Xiaomi inkjet printer for the main "boot up and print ten thousand pages", the printing cost of a single sheet is as low as 1 cent, suitable for the printing demand is relatively large family use; Xiaomi inkjet printing machine is more inclined to the main "basic "" all-round printing" strategy, for the consumption of general home users. Compared with "Brother", its printing volume is relatively small, but the function is more comprehensive, can solve the certificate photo, ID card copy and home office scene. It has a lower purchase threshold and is more universal. It is a product that is easier to popularize household applications and improve household penetration.
And this year's new Mi Mi ink jet printer for printing all in one machine with the advantages of the above two products, comprehensive function, printing volume and cost-effective, a maximum of more than one, can cope with a variety of complex household printing needs.
The XIAOMI laser printing all-in-one, the only laser printer, directly targets the business office scene and carries out a series of targeted designs aimed at the pain points of enterprise users. Its Settings, such as one-touch connection, one-touch printing, web printing, intelligent copy of ID card, single page printing cost as low as 5 cents, and enterprise team can be created within the App for convenient management, are very suitable for SMB users' needs and can help them achieve efficient office work.
No printer can meet the needs of all users. It is an inescapable lesson for enterprises to understand and meet the real product needs of different users and different scenarios.
It is worth noting that the technological support behind Xiaomi Mi home printer comes from Hantu Technology. As an enterprise focusing on intelligent hardware, Internet of Things application and image output products, its founding team members are experts in the printer industry, the core members are from the core team of many well-known high-tech companies in the industry, with more than 10 years of global printing product project experience.
Compared with traditional brands such as HP and Canon, Hantu pays more attention to meet the psychological needs of consumers in the context of mobile Internet in terms of product positioning, design and price. Based on an accurate reading of the market's preferences, Hantu's products sold out immediately after they hit the market.
Although the domestic printer industry started late and was limited by foreign technologies, with the entry of domestic technology companies and Internet enterprises, domestic printers represented by Xiaomi Mijia printers are more familiar with the living environment of the internal market audience and easier to control the changes of the market. In different scenarios, functions, user-friendly design and other aspects, product development and innovation are promoted. Break the strong pattern of foreign printer brands.
