『プリンタ/MFP の中国における販売チャネル戦略

調査報告書サマリー
マルチクライアントレポート
∼中国のプリンタ/MFP 市場分析レポート∼
『プリンタ/MFP の中国における販売チャネル戦略、
消耗品戦略、市場現状と将来分析』
2013 年版
＝政治体制が新体制に移行したものの経済成長の鈍化が著しく目立っている中国市場で
はあるが、潜在的には西部の地域などの未だ開拓の余地のある大きな市場であることには
変わりはなく、今後も注視すべき市場である。
プリンタ、MFP ともに、中国での販売チャネル構造と規模別のユーザー層との相関関係、
中国におけるネット通販チャネルによるプリンタ本体や消耗品の販売状況、また、世界的
には減少傾向にあるとされる出力ボリューム増大の将来的な潜在性の分析など、多方面か
らの分析が必要である。
また、方式別では 2013 年から本格化する税法改正による SIDM 市場の変化、中国国産
レーザープリンタ/MFP の中国市場での政府によるテコ入れの動きなど、省エネ補助金制
度のプリンタ、MFP へ対象拡大の動きなども注目される。
本レポートではプリンタ/MFP、複写機、さらには POD、LFP、ＦＡＸメーカー各社の
現地での販売チャネルの現状の問題点と改善策、戦略、消耗品事業戦略はどのようになっ
ているのか、予測を含めて詳細に調査・報告する＝
株式会社インターウォッチ
東京都千代田区神田須田町 1−8 パールビル
TEL 03-3526-6461 / FAX 03-3526-6462
INTERWATCH CHINA
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Hua Yuan Shi Qiao Road Pudong,
Shanghai 200120, P.R. China
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Ⅰ．調査対象品目、及び調査対象先
調査対象品目
調査対象メーカー
ベンダー
数
A.レーザー/LED プリンタ
HP、Lenovo、Samsung、Epson、Canon、
Lexmark、Founder、富士ゼロックス、他
約 15 社
B.PPC/MFP/POD/LFP
シャープ、東芝テック、コニカミノルタ、リコー、
キヤノン、富士ゼロックス、他
約 10 社
C.レーザー及びインクジェットプリンタ/MFP、
FAX
HP、Lenovo、Samsung、Epson、Canon、富
士ゼロックス、利盟、Panasonic、方正電子、
方正科技、明基、紫光、UMAX、他
約 13 社
計
約 38 社
Ⅱ．調査方法
１．調査対象先に対する直接訪問面接インタビュー
１）弊社による現地直接調査
２）弊社提携先による現地直接調査
２．公開されている統計等のオープンデータ
３．上記に基づく弊社分析
Ⅲ．調査対象範囲
調査対象範囲は 2010 年、2011 年、2012 年、2013 年（見込）、2014 年（予測）、2015 年
（予測）とする
Ⅳ．調査形態、他
１．調査形態、及び提供サービス、報告書
１）本調査はマルチクライアントによる調査である
２）調査報告書は A4 判コピー製本
３）ご希望により報告書刊行後、報告会を実施
４）報告書を購入していただいたクライアントに対する、問い合わせによるア
フターサービス
２．調査期間
2013 年 6 月∼2013 年 8 月
３．調査報告書刊行
2013 年 9 月 5 日
４．調査報告書価格
¥ 800,000−（消費税別途）
５．調査担当
顧于裕誉田和也野村哲夫
INTERWATCH CHINA
《目次》
Ⅰ．中国全体市場編 ······················································································· 1
１．中国市場における方式別市場推移 ··································································· 1
１）販売台数推移比較 ·················································································· 1
２）レーザープリンタ市場（レーザーSFP+レーザーMFP、カラー＋モノクロ）······· 2
（１）販売台数（２）販売金額
３）インクジェットプリンタ市場（インクジェット SFP+インクジェット MFP） ····· 4
（１）販売台数（２）販売金額
４）デジタル MFP・PPC 市場（カラー/モノクロ、A3+A4）販売台数推移 ·············· 6
（１）販売台数（２）販売金額
５）FAX 市場 ····························································································· 8
（１）販売台数 ························································································ 8
Ⅱ．プリンタ/MFP 市場編 ············································································ 9
１．レーザープリンタ/レーザーMFP の市場推移 ·················································· 9
１）販売台数······························································································ 9
２）販売金額······························································································ 10
【中国プリンタ市場概況】 ············································································ 11
２．中国市場の現状と各社の戦略について··························································· 12
１）先進国市場と中国市場との違いについて ····················································· 12
２）中国事情に基づく各社の戦略について························································ 13
３．中国市場における今後のビジネスモデルの構築のためのヒント··························· 14
４．ユーザー側はなぜそのブランドのレーザープリンタを選択するのか····················· 15
５．レーザープリンタ/MFP の市場推移 ······························································ 16
１）カラーレーザープリンタ+モノクロレーザープリンタ ···································· 16
（１）販売台数（２）販売金額（３）ベンダー/メーカー別シェア（2012 年：台数）
２）カラーレーザープリンタのメーカー別販売推移 ············································ 19
（１）販売台数（２）販売金額（３）ベンダー/メーカー別シェア（2012 年：台数）
３）モノクロレーザープリンタのメーカー別販売推移 ········································· 22
（１）販売台数（２）販売金額（３）ベンダー/メーカー別シェア（2012 年：台数）
（４）速度別市場推移
４）A4 サイズ別販売台数推移········································································ 25
（１）カラー+モノクロ（２）カラー（３）モノクロ
５）A3 サイズ別販売台数推移········································································ 27
（１）カラー+モノクロ（２）カラー（３）モノクロ
６）レーザーMFP の販売推移········································································ 29
（１）カラー+モノクロ（２）カラー（３）モノクロ
６．地域別市場································································································· 33
１）地域別市場推移（2009 年∼2012 年） ························································ 33
２）地域別メーカー別販売推移（レーザープリンタ+レーザーMFP、2009 年∼2012 年） ·· 34
（１）販売台数推移（２）販売比率推移
７．中国市場における消耗品模造品並びにサードパーティ品対応策の現状と今後 ············ 36
１）トナー生産量、シェア等について ····························································· 36
２）純正品、サードパーティ品等の現状··························································· 36
（１）レーザープリンタ消耗品（２）中国政府側の対応（３）メーカー側の対応 ··
（４）ユーザー側意識（５）省･地域による違い
８．プリンタ/MFP の販売チャネルについて ··························································· 38
１）プリンタの販売チャネルの特徴 ································································· 38
２）レーザー製品(レーザープリンタ/AIO、モノ、カラー) 販売チャネルツリー構造について 40
【中国市場における消耗品チャネル状況について 2012 年】 ······································· 42
【主要３社製品一覧】 ························································································ 44
９．中国市場における各社の動向（LBP・IJ）························································ 46
10．主要各社の販売傾向と戦略 ············································································ 47
各社共通
１）印字方式別販売チャネル別市場推移（OEM は別集計）
２）各販売チャネルの傾向、特色、そのチャネルでの上位ディーラー名
３）販売力（１）地域別販売戦略
（２）ディーラー・販売会社へのサポート・プロモーション∼インセンティブ戦略
（３）どこの業種に強いか、なぜ強いのか（主力ユーザーの業種別傾向）
４）消耗品戦略（１）純正消耗品比率（2012 年）
（２）主力ユーザーの業種別消耗品使用傾向 (純正か否か)∼なぜその消耗品なのか
５）サポート体制
【HP】 ····································································································· 47
【Lenovo】································································································ 66
【Samsung】 ····························································································· 83
【Fuji Xerox】 ··························································································· 101
【Canon】 ································································································ 106
【Epson】 ································································································· 110
【Ricoh】·································································································· 114
【Brother】 ······························································································· 117
【Oki】 ···································································································· 121
【中国メーカーによるレーザープリンタ開発の最新動向について】························ 122
１）天津光電（TOEC） ············································································ 122
２）G&G（Ninestar）·············································································· 123
11．中国市場におけるレーザープリンタのトナーカートリッジ純正品比率について ······ 124
１）モノクロレーザープリンタ/MFP ···························································· 124
２）カラーレーザープリンタ/MFP ······························································· 125
12．中国市場におけるトナーカートリッジ販売推移··············································· 126
１）モノクロトナー販売推移 ······································································ 126
（１）販売本数（２）販売金額
２）メーカー別モノクロトナー販売推移························································ 129
（１）HP（２）Lenovo（３）Samsung（４）Brother（５）Xerox（６）Canon
（７）Others
３）カラートナー販売推移 ············································································ 150
４）メーカー別カラートナー販売推移 ····························································· 153
（１）HP（２）Lenovo（３）Samsung（４）Brother（５）Xerox（６）Canon
（７）Others
５）レーザープリンタ/MFP の本体、消耗品 ····················································· 174
13．インクジェットプリンタ/MFP 市場 ······························································ 175
１）インクジェットプリンタ/MFP 販売台数推移 ··············································· 175
（１）販売台数（２）販売金額
２）インクジェットプリンタの市場推移··························································· 177
（１）販売台数（２）販売金額（３）メーカー別シェア（2012 年：台数）
３）インクジェット MFP の市場推移 ······························································ 180
（１）販売台数（２）販売金額（３）メーカー別シェア（2012 年：台数）
14．ドットインパクトプリンタ市場 ··································································· 184
１）中国市場におけるメーカー別シェア（2012 年） ··········································· 184
２）各社の動向··························································································· 185
【セイコーエプソン】
【富士通】
【沖データ】
（参考）業種別からみた中国レーザープリンタ市場 ··············································· 188
（参考）中国市場におけるプリントボリューム(モノクロ、カラー別、印字方式別)推移について · 184
（参考）中国展示会レポート ············································································ 190
１）
「Re-China Asia Expo 2013」 ····································································· 192
２）
「Sign China 2013」
「Printing South China 2013」········································· 202
Ⅲ．中国 MFP・PPC 市場編 ············································································ 211
１．デジタル MFP・PPC の市場推移 ···································································· 211
１）A3 デジタル MFP・PPC（カラー+モノクロ） ················································ 211
（１）販売台数（２）販売金額 ··································································· 211
２）A3 モノクロデジタル MFP・PPC ································································ 212
（１）販売台数（２）販売金額
３）A3 カラーMFP・PPC ··············································································· 213
（１）販売台数（２）販売金額
２．デジタル MFP・PPC の市場推移
（2009 年∼2012 年実績、2013 年見込、2014∼2015 年予測） ······················· 214
１）カラー/モノクロ別市場推移（A3+A4） ························································· 214
（１）販売台数（２）販売金額
２）メーカー別市場推移（カラー/モノクロ A3+A4） ············································ 216
（１）販売台数（２）販売金額
３）モノクロデジタル MFP・PPC のサイズ別市場推移·········································· 218
（１）A3+A4 販売台数
①販売台数 ②販売金額
（２）A3 モノクロ ①販売台数 ②販売金額
（３）A4 モノクロ
①販売台数 ②販売金額
（４）A3 モノクロ MFP・PPC のスピード別市場（2012 年）
４）カラーデジタル MFP・PPC のサイズ別市場推移 ············································ 226
（１）A3+A4 販売台数
①販売台数 ②販売金額
（２）A3 カラー
①販売台数 ②販売金額
（３）A4 カラー
①販売台数 ②販売金額
３．地域別市場推移··························································································· 233
１）地域別市場推移（2009 年∼2012 年） ························································ 233
２）地域別メーカー別販売推移（2009 年∼2012 年） ········································· 234
【主要モデル一覧（参考）
】 ········································································ 236
４．中国 MFP・PPC 市場について ······································································· 240
１）全体概観 ································································································ 240
２）A3 モノクロ MFP ···················································································· 240
３）A3 カラーMFP ························································································ 240
４）複写機系 A4MFP ····················································································· 241
５）複写機系官公庁向け市場············································································ 241
６）平均 PV について ····················································································· 241
７）保守契約形態比率について ········································································· 241
８）消耗品純正率について··············································································· 241
９）MPS について ························································································· 242
５．中古 MFP・PPC 市場について ······································································· 243
６．MFP・PPC の消耗品について ······································································· 244
７．中国市場における各社の動向 ········································································· 245
８．中国 MFP・PPC の販売チャネルの特徴 ····························································· 247
１）習近平新体制による投資方針について·························································· 247
２）
「シャドーバンキング」の問題について ························································ 247
３）今後 10 年間で中国の事務機チャネルはどのように変わるか? ···························· 247
【A3 モノクロ低セグメント MFP】の動向について ························································ 250
【富士ゼロックスの「ロンジン」系商品「S1810CPS」
「S2010CPS」等の
ディーラーにおける販売傾向について】 ······ 251
９．主要メーカーの販売戦略 ··············································································· 252
各社共通
１）複写機/複合機の販売動向（１）販売推移（２）中期的販売計画
２）販売チャネルの概況と今後の展開
（１）販売チャネル相関図（２）販売チャネルの現状の問題点と改善策
（３）消耗品純正率についての見方
【Sharp】
【Konica Minolta】【Toshiba】
【Ricoh】
【Fuji Xerox】【Canon】
【京セラ DS】
【オーロラ】
【サムスン】
（参考）サムスンと A3MFP で新たな販売代理契約を結んだ各社について ············ 294
Ⅳ．中国の FAX 市場編 ····················································································· 297
１．FAX 市場推移 ·························································································· 297
１）販売台数２）販売比率３）中国 FAX 市場におけるメーカー別シェア（2012 年度）
２．主要大手 FAX/MFP メーカー/ベンダーの中国のおける事業展開 ························· 300
１）中国の FAX 市場の現状と今後の予測について ············································· 300
２）中国市場における各社の動向 ··································································· 300
３）主要メーカーの販売戦略【Panasonic】
【Sharp】 ······································ 301
Ⅴ．中国サプライ品業者 ·············································································· 303
１．G&G（珠海納思達電子科技有限公司） ························································· 303
２．Print-rite（珠海天威馬打印消耗有限公司） ··················································· 308
３．SKYHORSE（嘉興天馬打印机耗材有限公司）················································· 312
４．富美 ······································································································ 314
５．菜盛（Beijing Laser） ·············································································· 315
６．格力（MMC） ························································································ 316
Ⅵ．参考 ········································································································· 317
１．中国における販売代理店一覧 ······································································ 317
１）HP ２）Lenovo ３）Samsung ４）沖データ５）京セラ DS ６）Brother
７）シャープ８）東芝テック９）リコー 10）コニカミノルタ
11）富士ゼロックス 12）キヤノン 13）エプソン 14）Lexmark 15）パナソニック
２．中国レーザープリンタ、複合機ユーザー別案件一覧 ········································· 379
１）HP ２）Lenovo ３）Samsung ４）富士ゼロックス５）キヤノン
６）エプソン７）Lexmark ８）ブラザー９）シャープ 10）コニカミノルタ
11）東芝テック 12）リコー 13）京セラ DS
３．中国全国主要ディーラーマップ ··································································· 394
４．中国電気主要量販店一覧 ············································································ 467
５．消耗品案件······························································································ 468
１）純正メーカー２）コンパチブルメーカー ·················································· 468
５．中国販売代理店ヒアリング（2013 年 8 月実施） ············································· 471
１）武漢宏威興業貿易有限公司 ····································································· 471
２）北京康悦天成科技有限公司 ····································································· 472
３）北京金谷天地商貿有限公司 ····································································· 473
４）唐山世道科技有限公司 ··········································································· 474
５）河南万維科貿有限公司 ··········································································· 475
６）済南飛宇辧公設備有限公司 ····································································· 476
７）保定市南市区恒昌辧公設備 ····································································· 477
８）長沙新潮辧公設備経営部 ········································································ 479
９）上海科睿思国際貿易有限公司··································································· 480
10）洛阳益普生電子有限公司 ········································································ 481
11）武漢佳豊電子経貿有限公司 ····································································· 482
12）太原日新瑞彩科貿有限公司 ····································································· 484
13）上海広電宝龍辧公通訊設備銷售有限公司···················································· 485
14）大連圣華辧公設備有限公司 ····································································· 486
15）雲南桂隆電子科技有限公司 ····································································· 487
16）河北誉美信息技術有限公司 ····································································· 488
17）江蘇省呉江市広源辧公耗材有限公司 ························································· 489
18）上海永奇辧公設備有限公司 ····································································· 491
19）蘇州華銘辧公設備有限公司 ····································································· 492
20）北京万華京港技貿有限公司 ····································································· 493
21）成都欣光電科技有限責任公司 ·································································· 494
22）北京市高風電子設備有限責任公司 ···························································· 495
23）沈陽天宇四通科技有限公司 ····································································· 497
24）天津瑞德興業科技有限公司 ····································································· 498
６．中国における POD /LFP 市場について ························································· 499
１）中国における POD 市場について ····························································· 499
２）中国における LFP 市場について ······························································ 500
【お申込書】
2013 年版 ∼中国のプリンタ/MFP 市場分析レポート∼
『プリンタ/MFP の中国における
販売戦略、消耗品戦略、市場現状と将来分析』
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