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(中古機含む)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』 ＝収益性をいかに確保するかが長年の課題でもある中国市場であるが、ここにきて変化の兆 しも見受けられつつある。プリンタ/MFP 本体での利益を確保して、かつ純正消耗品比率を 上げていくという戦略転換が、今後軌道に乗っていくかどうかが注目される。 また、中国市場における中古機市場はどのようになっているのか? 取扱い業者とその流 通・サービス実態は? さらに業種別規模別にみたユーザー層の詳細な分析、並びに同平均 PV 分析、純正/非純正消耗品分析、さらにはＭＦＰの保守契約形態別実態や、中国全土でのディ ーラー勢力図分析に焦点を当て、プリンタ/MFP、複写機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、地域別展開やサポート体制、ディーラー支援策といった 動向に加えて、消耗品事業戦略のポイントはどのようになっているのか等、今後の方向性を 現地調査によりレポート、予測を含めて詳細に調査・報告する＝ 2014 年版 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 http://www.iwco.co.jp/ 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、Brother、Samsung、Epson、Canon、 約 12 社 Lexmark、Founder、Fuji Xerox、他 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 HP、Lenovo、Samsung、Epson、Canon、富 C.レーザー及びインクジェットプリンタ/MFP、ド 士ゼロックス、Panasonic、OKI、南京富士 ットインパクトプリンタ/FAX 通、中税、映美 (ジョリマーク）他 計 約 10 社 約 13 社 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、2014 年（見込）、2015 年（予測） 2016 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 2014 年 6 月∼2014 年 9 月 ３． 調査報告書刊行日 2014 年 9 月 24 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 《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 （２）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 （２）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 （２）モノクロ ６．地域別市場 ···································································································· 33 １）地域別市場推移（2010 年∼2016 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、2010 年∼2013 年） 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····································································· 36 （２）中国政府側の対応 ·············································································· 37 （３）メーカー側の対応 ·············································································· 37 （４）ユーザー側意識 ················································································· 37 （５）省･地域による違い ············································································ 37 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 ９．中国市場における各社の動向（LBP）································································ 44 10．主要各社の販売傾向と戦略 ·············································································· 45 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（2013 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】 ········································································································ 45 【Lenovo】 ··································································································· 63 【Samsung】 ································································································ 79 【Fuji Xerox】 ······························································································ 97 【Canon】 ···································································································· 101 【Epson】 ···································································································· 105 【Ricoh】 ····································································································· 111 【Brother】 ·································································································· 114 【沖データ】 ································································································· 119 【パナソニックシステムネットワークス】 ·························································· 120 【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】 ························ 121 １）G&G（Ninestar） ················································································ 121 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 ······ 122 １）モノクロレーザープリンタ/MFP ······························································ 122 ２）カラーレーザープリンタ/MFP ································································· 123 12．中国市場におけるトナーカートリッジ販売推移 ················································ 124 １）モノクロトナー販売推移 ········································································· 124 （１）販売本数 （２）販売金額 ································································ 124 ２）メーカー別モノクロトナー販売推移 ·························································· 127 （１）HP ······························································································· 127 （２）Lenovo ·························································································· 130 （３）Samsung ······················································································· 133 （４）Brother ························································································· 136 （５）Xerox ···························································································· 139 （６）Canon ··························································································· 142 （７）Others ·························································································· 145 ３）カラートナー販売推移 ············································································ 148 ４）メーカー別カラートナー販売推移 ····························································· 151 （１）HP ······························································································· 151 （２）Lenovo ·························································································· 154 （３）Samsung ······················································································· 157 （４）Brother ························································································· 160 （５）Xerox ···························································································· 163 （６）Canon ··························································································· 166 （７）Others ·························································································· 169 ５）レーザープリンタ/MFP の本体、消耗品 ····················································· 172 13．インクジェットプリンタ/MFP 市場 ································································ 173 １）インクジェットプリンタ/MFP 販売台数推移 ················································· 173 （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 ····························································· 175 （１）販売台数 （２）販売金額 （３）メーカー別シェア（2013 年：台数） ３）インクジェット MFP の市場推移 ································································ 178 （１）販売台数 （２）販売金額 （３）メーカー別シェア（2013 年：台数） 14．ドットインパクトプリンタ市場 ····································································· 182 １）中国市場におけるメーカー別シェア（2013 年） ············································· 182 ２）各社の動向 ······························································································ 183 【セイコーエプソン】【富士通】 【沖データ】 ······················································· 183 （参考）業種別からみた中国レーザープリンタ市場················································· 186 （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·· 188 （参考）中国展示会レポート ··············································································· 190 １） 「Remax Asia Expo 2013」 ········································································ 190 Ⅲ．中国 MFP・PPC 市場編 ·················································································· 201 １．デジタル MFP・PPC の市場推移 ······································································ 201 １）A3 デジタル MFP・PPC（カラー+モノクロ） ················································· 201 （１）販売台数 （２）販売金額 ２）A3 モノクロデジタル MFP・PPC ·································································· 202 （１）販売台数 （２）販売金額 ３）A3 カラーMFP・PPC ·················································································· 203 （１）販売台数 （２）販売金額 ２．デジタル MFP・PPC の市場推移 （2010 年∼2013 年実績、2014 年見込、2015∼2016 年予測） ························ 204 １）カラー/モノクロ別市場推移（A3+A4） ··························································· 204 （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） ·············································· 206 （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 ··········································· 208 （１）A3+A4 販売台数 ··················································································· 208 ①メーカー別販売台数 ②メーカー別販売金額 （２）A3 モノクロ ························································································· 211 ①販売台数 ②販売金額 （４）A4 モノクロ ························································································· 213 ①販売台数 ②販売金額 （５）A3 モノクロ MFP・PPC のスピード別市場（2013 年） ······························· 215 ４）カラーデジタル MFP・PPC のサイズ別市場推移 ·············································· 216 （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 ······························································································ 223 １）地域別市場推移（2010 年∼2013 年） ···························································· 223 ２）地域別メーカー別販売推移（2010 年∼2013 年） ············································· 224 ４．中国 MFP・PPC 市場について ········································································· 226 １）全体概観 ··································································································· 226 ２）A3 モノクロ MFP ······················································································· 226 ３）A3 カラーMFP ·························································································· 226 ４）複写機系 A4MFP ······················································································· 227 ５）複写機系官公庁向け市場 ·············································································· 227 ６）平均 PV について ······················································································· 227 ７）保守契約形態比率について ··········································································· 227 ８）消耗品純正率について ················································································· 228 ９）MPS について ··························································································· 228 ５．中古 MFP・PPC 市場について ········································································· 229 ６．MFP・PPC の消耗品について ·········································································· 232 ７．中国市場における各社の動向 ············································································ 233 ８．中国 MFP・PPC の販売チャネルの特徴 ······························································· 234 【A3 モノクロ低セグメント MFP】の動向について ·························································· 236 【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】 ······ 238 ９．主要メーカーの販売戦略 ·················································································· 239 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】 ································································································· 239 【Konica Minolta】····················································································· 244 【Toshiba】 ······························································································· 252 【Ricoh】 ·································································································· 256 【Fuji Xerox】 ··························································································· 264 【Canon】 ································································································· 272 【Samsung】 ····························································································· 279 【京セラ DS】 ···························································································· 282 【オーロラ】 ······························································································ 282 Ⅳ．中国の FAX 市場編··················································································· 283 １．FAX 市場推移 ····························································································· 283 １）販売台数 ································································································· 283 ２）販売比率 ································································································· 284 ３）中国 FAX 市場におけるメーカー別シェア（2013 年度） ································· 285 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 ·························· 86 １）中国の FAX 市場の現状と今後の予測について ··············································· 286 ２）中国市場における各社の動向 ······································································ 286 ３）主要メーカーの販売戦略 ············································································ 287 【パナソニック】 ···························································································· 287 【シャープ】 ·································································································· 287 Ⅴ．中国サプライ品業者 ·············································································· 289 １．G&G（珠海納思達電子科技有限公司） ··························································· 289 ２．Print-rite（珠海天威馬打印消耗有限公司） ····················································· 293 ３．Retech ······································································································· 296 ４．AFealty Technologies（覚夫科技集団） ·························································· 297 ５．Chinamate Technology（珠海華人科技有限公司）············································ 298 ６．格力（MMC） ···························································································· 299 Ⅵ．参考 ······································································································ 301 １．中国における販売代理店一覧 ········································································ 301 １）HP········································································································ 301 ２）Lenovo ·································································································· 309 ３）Samsung ······························································································· 322 ４）沖データ ································································································ 328 ５）京セラ DS ······························································································ 330 ６）Brother ································································································· 331 ７）シャープ ································································································ 332 ８）東芝テック ····························································································· 334 ９）リコー ··································································································· 338 10）コニカミノルタ ······················································································· 341 11）富士ゼロックス ······················································································· 347 12）キヤノン ································································································ 352 13）エプソン ································································································ 357 14）Lexmark ······························································································· 375 15）パナソニック ·························································································· 377 ２．中国レーザープリンタ、複合機ユーザー別案件一覧··········································· 380 １）HP ········································································································ 380 ２）Lenovo ··································································································· 383 ３）Samsung ································································································ 384 ４）富士ゼロックス ························································································ 385 ５）キヤノン ································································································· 386 ６）エプソン ································································································· 387 ７）Lexmark ································································································ 388 ８）ブラザー ································································································· 389 ９）シャープ ································································································· 390 10）コニカミノルタ························································································ 391 11）東芝テック ······························································································ 392 12）リコー···································································································· 393 13）京セラ DS······························································································· 394 ３．中国全国主要ディーラーマップ ······································································ 395 ４．中国電気主要量販店一覧 ··············································································· 483 ５．消耗品案件 ································································································· 484 １）純正メーカー ··························································································· 484 ２）コンパチブルメーカー ··············································································· 485 ６．中国販売代理店ヒアリング（2014 年 9 月実施） ··············································· 487 １）上海长盈办公设备有限公司 ········································································ 487 ２）北京浩普诚华科技有限公司 ········································································ 489 ３）天津梓宏科技有限公司 ·············································································· 490 ４）合肥万企達数碼科技有限公司 ····································································· 492 ５）石家庄金業祥和辧公設備有限公司 ······························································· 493 ６）陝西康博机電有限公司 ·············································································· 494 ７）四川理想办公设备有限公司 ········································································ 496 ８）上海志诚泰和信息技术有限公司 ·································································· 498 ９）南京信嘉弘数码科技有限责任公司 ······························································· 500 10）上海沪広科教服務有限公司········································································ 501 11）沈阳双龍辧公設備有限公司 ········································································ 502 12）武漢施楽数碼科技有限公司········································································ 503 13）厦門市闽施楽電子器材有限公司·································································· 505 14）北京納川瑞丰科技有限公司········································································ 507 15）浙江新远方信息产业发展有限公司······························································· 509 16）广州宇晟计算机科技有限公司····································································· 510 17）长沙创瑞数码科技有限公司········································································ 511 18）上海顾帝办公设备有限公司········································································ 512 19）杭州天佳办公设备有限公司········································································ 514 20）昆明南方源爱普生店 ················································································· 516 ７．中国における POD /LFP 市場について ··························································· 518 １）中国における POD 市場について ································································ 518 ２）中国における LFP 市場について ································································ 519 【お申込書】 2014 年版 ∼中国のプリンタ/MFP(中古機含む)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』 御社名 所 属 お名前 住 所 TEL E-Mail FAX ＠ 上記欄にご記入の上、FAX、または郵送、E‐mail にてお送り下さい。 お電話でのお問い合わせでも結構です。 株式会社インターウォッチ TEL：03-3526-6461 FAX：03-3526-6462 E‐mail：interwatch@iwco.co.jp 担当：野村哲夫
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