[pco]To be honest, china’s consumers are very realistic, and sales can rise rapidly with promotional activities, and consumers will buy if you lower prices, no matter what. Once these habits have been developed, suddenly one day, no price drops, no activity, no matter how good the product is, no matter how good it is, no matter how good it is to sell it, no one cares about you. However, the competition and markets of printers at this stage are very different from in the past, and all producers are trying to change the pattern of the printer's profitability, which used to be the sale of hardware at the expense of materials, but the user's use costs are too high. Statistics show that the price of the printer market did increase in the last two years, but that the profits of the manufacturer were declining. Customer loss, in short, buys your printer, doesn't buy your household supplies, doesn't make you drink soup. This is forcing the manufacturer to reform。
Six years on a warranty
A week ago, yoshinaga announced the introduction of a “six-year warranty” service policy for mp288, e518 and e568 inkjet printers. For purchases of mp288, e518 and e568 from mainland china between 25 march 2015 and 1 june 2015, six-year warranties can be obtained from the official registered website during the campaign period。
Of course, activities are conditional, first of all, on the family having children born after 2000 (including 2000), a threshold that appears to have been set by the manufacturer, which is too simple to solve, either by asking a close friend for a child's identification number or by using a tool on the internet called the id number generator, entering an address, birth date, sex, and a long list of valid id numbers, although emphasis is placed on the need to carry a six-year warranty card, invoice, and original identity card with the same type of information registered on the website, but everyone knows that the inspection of the maintenance station is not always rigorous, and sometimes even without a warranty card, there are no invoices, as long as the machine production time can be traced, confirmation of use is less than one year. A more important condition is the need to use energy ingenuity materials (ink cartridges, cartridges) that are damaged by non-incorporated components and do not have warranty services, which means that by-products cannot be used in a fair manner within six years。
The extension of the warranty was not the first of its kind through promotional activities. In an earlier celebration of the sale of more than 3 million of its 80 flat paper printers, eppsen launched a successful one-year extension of its website registration for up to four years for users of lq-630k or lq-730k. The hewlett-packard inkjet printer deskjet 1010 is fully installed and will be able to register the ink cartridges in their original form, with a free one-year extension provided that they are registered online. In addition, eppson has launched special editions for some popular machines, such as the two-year warranty version of large ink 801 and the three-year home-class m30, which cost $200 more than the regular version。
Read it in depth, each with a small idea
Sometimes the truth can only be seen in detail. In the case of manufacturers, why did inkjet printers and needle printers be selected to introduce such extended coverage? That is because of low failure rates and low maintenance costs. In the case of ink-jet printers, the usage rate of home users is much lower than that of commercial use, with many printing 30-40 per month, counting no more than 500 per year, making it difficult to use the printer badly, with the most troublesome phenomena, i. E., cardcards, incoherent printing, non-reaction or communication errors, the main cause of the failure being the jamming of jets, car crashes, the inability to move a type car, damage to the data port, etc., some of which can be solved by cleaning and fixing, the cost of materials is completely negligible, while some of them need to be replaced, and the price cannot, of course, look at the price sheet of the repair station, because the material costs are only a small fraction, mainly manual. A rough, non-scientific, but illustrative, offer of $649 for canon e518 inkjet printers in kyoto with pg-835 and cl-93 cartridges, which cost $188, in other words $461 for the printers themselves. If the first set is replaced on a yearly basis, four additional cartridges will need to be purchased over a five-year period, which means that the user will need to spend an additional $752, exceeding the price of a new printer。
So you all understand. From the manufacturer's point of view, the inkjet printer structure is relatively simple in comparison to laser printers and needle printers, although the rate of retrofitting is slightly higher (in a significant part because users are not available for long periods of time or because of inappropriate use, and poor ink is injected into them), but maintenance costs are manageable and, by extending the warranty, significantly improve users ' viscosity and brand loyalty, with a good quote, and it is more critical that the sale of the original assembly material be promoted and sustained profits made. For users, there is a general lack of expertise, a constant fear that printers will not be affordable, much less repairable, and it is common to see reports such as “a $500 printer, which may not cost $2,000,” so it is too bold to use it, to be greedy, to use some cheap and cheap, to use the side factory under the yamaya brand, and now that the manufacturer has extended the warranty period without any concern, as for printing costs, if only one third of the cost is cut off if it is to purchase a by-product box of such quality as quality, it is not significant for a household user with a small print volume to save more than 200 over five years。
A number of printers are now exploring new marketing models to find better ways to improve user viscosity. We feel that the six-year warranty future for a few household-level products will be a breakthrough, for both producers and consumers alike, to develop good consumption and use habits, to trust each other, to move away from low prices, to avoid disgusting competition, to demand services, to emphasize experience, and to enhance brand image. For business users, last year eppson also introduced ops services for monthly print runs ranging from 1,000 to 5,000 pages. Through networked management, users ' print volumes and print data can be read in a timely manner by the service provider, regular door-to-door upgrades of management equipment are provided, spare parts are checked for running in a timely manner, printers are kept in good working condition, and users are assisted with timely process management and cost control. Since there is generally no independent procurement and maintenance services for lightweight enterprises, this “private custom-made” one-stop-house service can free them from traditional self-purchase models such as “purchase machines-maintenance-consumption-depletion”。
As the market becomes saturated, competition among producers in the printer field becomes more intense, and if they simply stay in contrast to their rivals by simple product performances and functions, they will not be able to highlight their advantages as they become more homogeneous. The advantages of continuity can only be achieved if services are developed in depth and individually. In the future, the whole industry will be moving towards individualized services and individualized solutions for clients based on products and simple solutions。
