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2013/11/11 14:30:58

Inkjet printers (market of Russia)

In the third quarter 2013 in the Russian market of list devices on the basis of jet technologies the break with an indicator of growth of deliveries almost by eight times is observed. The directory of the Office equipment is available on TAdviser.

Content

2013

3 quarter: significant growth

The market of the jet equipment in the third quarter unexpectedly showed considerable positive dynamics after several quarters of falling, celebrates a research of IDC company: physical supply rate on the market of the jet equipment increased by 9.9%, in comparison with the third quarter 2012.

The initial segment of inkjet printers worth $100 - $199 showed steady growth in comparison with the third quarter 2012 while inkjet multifunction devices worth $200 - $299 showed growth of deliveries almost by eight times. According to Konstantin Makarenkov conducting the analyst of IDC, in many respects this sudden strengthening of the weakened positions of jet technology is obliged to efforts of Epson company and its new series of devices "Factory of Printing" gaining popularity.

[[The total amount of the market of list devices of Russia in piece expression grew by 1% and dropped by 1.1%, in monetary, in comparison with the 3rd quarter 2012. According to the periodic research IDC, in the third quarter 2013 to Russia more than 987 thousand printers, copiers and the MFP with a total cost of $243.4 million are delivered.

Research for 2000-2009

This research of the market was conducted by specialized magazines in the field of supplies for printing in the market of Eastern Europe and the CIS countries at the end of 2009. Data were provided to OEM by the companies, local secondary producers and mass media and also representatives of leading companies in the market. Authors of a research also addressed numerous available sources of market monitoring that not necessarily means that the results given in this article reflect opinion of the third parties.

The Russian market of printers and respectively the market of printing supplies is the largest in Europe and third largest in Eurasia (after China and India). In Eastern Europe Russia represents the largest market of a printing equipment — both jet, and laser — as for deliveries and the total cost.

The markets of Poland and Ukraine following after Russia represent only a particle in comparison with sales level in the Russian Federation. In addition to permanent demand growth the market of supplies for printing in Russia is extremely sensitive to balance of the prices that leads to the fact that demand becomes tied to the general economic country situation. If in Western Europe demand begins to fluctuate slightly because of an economic crisis, then in Russia it just sharply falls. At the same time in a favorable economic situation demand for printers and supplies flies up up, at the same time indicators grow twice that in Western Europe is just impossible. The situation observed in Russia corresponds to all developing countries (To India, Indonesia, Brazil, etc.). It is strongly tied to the general world events and sensitively reacts to changes.

Yearly statistics

Before the global economy entered an era of the general world crisis, indicators of deliveries of new printers and supplies were stable — both in laser, and in jet segments. For example, 4.4 million printers (laser and jet mono - and multifunction printers) were delivered to Russia in 2006. Growth of digits in comparison with the previous 2005 was 22%. From these 4.4 million printers of 68% — inkjet printers (mono - and multi-function printers at the price generally less than 250 US dollars) that makes 2.99 million inkjet printers. In 2007 the total quantity of the printers delivered to Russia reached 5.5 million that reflects growth by 25% in comparison with 2006. This increase in indicators is equivalent to the average number of deliveries of all types of printers (laser and jet) in Kazakhstan and Belarus. However this economic boom ended in 2008 when the first signs of inevitably coming crisis in the distance seemed. The second half of 2008 became accident in indicators of deliveries, only the high positive balance of the first half of 2008 saved an overall picture. Deliveries in 2008 made 4.5 million printers (laser and jet) that visually proved decline of parameters by 18% in comparison with 2007. Delivery of 2008 there are more deliveries of 2006 to only 1%, i.e. 100,000 items of equipment. From 4.5 million printers delivered to Russia in 2008, the share of inkjet printers remained the same, as in 2007 — 67%. As for volume, the share of inkjet printers made 3 million units that is 690,000 less, than in 2008. Thus, the number of the delivered inkjet printers in 2008 equals to quantity in 2006! Negative dynamics bypassed both 2008, and 2009. In 2009 the total number of the delivered printers (laser and jet) was reduced to 3.3 million units, is 27% less in comparison with 2008. The number of inkjet printers equals 2.1 million or 64% of total number. Indicators of inkjet printers fell in questions of delivery up to 30%. In other words in 2009 in Russia became on 900,000 inkjet printers less, than a year ago.

On diagram 1 deliveries of printers to Russia for 2006-2009 are provided. The total quantity of printers is divided into laser and inkjet printers which are in turn separated into multifunction and monofunctional devices.


Diagram 1: Deliveries of printers for 2006-2009, in millions of units.

On diagram 1 we can see that inkjet multifunction printers are the only category which did not lose in percentage terms in comparison with 2006. It is connected with the general shift of demand towards a general purpose equipment, the prices for which fall every year, and, thus, printers become more available to consumers. It should be noted one more feature of the market — namely, falling of a share of inkjet printers in general. If in 2006 they occupied 68% of the total number of deliveries, then in 2009 their share makes 64%. It is connected with reduction of prices of laser printers with average productivity which are more economic in questions of a print speed and cost of each separate copy.

From diagram 2 the general dynamics for several years is visible. It gives an idea of decline in demand level from 2007 to 2009.

Diagram 2: Dynamics of deliveries of printers to Russia for several years


From diagram 2 the interesting trend is obvious: the market of inkjet multifunction printers grows in high gear in favorable economic conditions and remains at stabler level during a crisis era in comparison with other segments.

Multi-function printers present themselves the only stable segment at the market of inkjet printers, without yielding the position to laser printers.

Printers in use

Idea of a total quantity of the printers which are in Russia at the moment can help to make data on the printers delivered to the country. This parameter is very important in assessment of quantity of the supplies used in the country during this period for what to define whether the market is saturated or not.

The team of specialists applied the following technique to calculation of total number of inkjet printers in Russia. After communication with 140 technical service centers authors came to conclusion that the quantity of the delivered items of equipment can be equated in general to the total number of the sold printers for this period. The number of the printers purchased for previous years also should be taken into account as they are an integral part of the general base. However earlier purchased printers often drop out of total number. In calculation the following model was used: Year 0 = 100% of the sold printers, year "-1" = 85%, year "-2" = 70%, year "-3" = 65%, year "-4" = 30% (these are the average data obtained from the service centers). In other words, if in 2008 1 million printers was sold, then on expectations of 85% from them (or 850,000 units) will be in circulation in 2009. Thanks to this formula the base of a segment of inkjet printers in Russia was calculated, and it made 7.6 million units (the printers sold in 2006 and also considering working devices since 2003-2005). In 2007 the total quantity of printers equaled 10.2 million units. In 2008 this digit reached 10.9 million. And at last, in 2009 the total number of inkjet printers passed for 11 million.  This dynamics is reflected in Diagram 3.


Diagram 3: Inkjet printers which are in circulation in Russia; in millions of units


As diagram 3, the general base of the used printers in the Russian Federation testifies equals to 11 million units. This base endured big rise in 2007 when nearly 3 million printers were added to it. Since 2007 the total quantity continues to grow, however at a different speed. Decrease in growth can be charged to the general adverse economic country situation in 2008-2009. With increase in base also the quantity of the used supplies grows in Russia respectively. Because of world crisis and decrease in consumer capability the new trend of transition to alternative supplies in 2008-2009 is planned. Owing to these two factors — a) growth of the general base of inkjet printers and b) transition to alternative supplies in a segment of an inkjet printing — the sales level of supplies did not fall. Consumption of jet supplies grew in 2008 (in comparison with 2007) and only slightly decreased in 2009 (-0.5% in comparison with 2008).

On Diagram 3 the number of the inkjet printers installed in the country from 2006 to 2009 inclusive was shown. Data of 2009 demonstrate that more than 11 million inkjet printers were actively used in Russia at the end of 2009. On average it means that 13 Russians use 1 inkjet printer (the general population of Russia about 140 million people). Each of the installed printers needs on average 4-4.5 cartridges a year (this assessment is expected on the relation of a total quantity of the jet cartridges purchased in the country, number of the present printers). We mean by cartridges not only original and compatible cartridges, but also and gas station (volume blackened on 1 cartridge) and approximate amount of ink on 1 cartridge concerning filling sets and the systems of permanent supply of ink.

Price influence on the market of supplies

The Russian market of printing supplies is extremely sensitive to price fluctuations, especially in an inkjet printing owing to the fact that the price of each copy at an inkjet printing is much higher, and these printers are more available at retail trade. In that case users look for alternative ways to save on printing. The more offer of the market, the less price of a product and the is better this product is perceived by consumers. In parallel with the reasonable price and the growing product quality Russians began to pay special attention to non-original products and materials which a few years ago were "in disgrace" owing to low quality. If in 2003 the market share of original cartridges of OEM (laser and jet) made more than 70% in comparison with compatible products, etc. (the recovered products, gas station, etc.), then in 2009 the share of OEM of supplies fell up to 45% (some local sources consider that this indicator actually is 20% for OEM of products and 80% for non-original supplies that really so for end consumers, but not for corporate clients). Growth of popularity of non-original products is provided on diagram 4.

Diagram 4: Laser and jet supplies against alternative products in 2006-2009 in  %.


Significant decrease in market share indicators for original OEM of supplies (shown in  % for several years) is connected also with growth of the range of alternative products in the market and also growing at the park of printers in the country. In a quantitative sense the segment of authentic laser and jet products continues to grow, but any more not those rates that the market of alternative products. Representative offices of OEM of the companies use great efforts to stabilize a situation, however secondary market of supplies is rather attentive to avoid traps on patents, etc., offering the registered products and avoiding counterfeits.

As we noted earlier, the market of alternative products not only resists to a segment of OEM of supplies, it also differs in the high level of the competition where the companies and separate products fight for consumers. For example, the global trend on remodeling of laser printing devices to make them cheaper and to increase performance, productivity and speed of functioning, had the response and on distribution of alternative products not only in Russia, but also worldwide. In the Russian Federation in 2003 80% of the market of alternative supplies belonged to a jet segment. By the end 2009 the share of jet alternative products fell up to 65% (you watch Diagram 5). The explanation for it is in what is low - the functional laser printer costs today approximately as much how many and the inkjet printer.


Diagram 5: A share of laser alternative products in secondary market against a share of jet alternative products for 2006-2009.


Recession in percentage terms does not give, however, the truthful answer to a question of the actual amount of the market of alternative jet printed materials. This market constantly developed from the very beginning of a decade. In questions of volume of a share of jet ink (sale of compatible cartridges, sets for gas station, the recovering sets, the systems of tractor feed of ink) the market endured a huge jump from 2006 to 2008. Growth of number of cartridges was more than 5 million units for 3 years. On diagram 6 the total quantity of jet cartridges is provided.

Diagram 6: Volumes of alternative jet products in 2006-2009 in Russia, in millions of units


As the diagram testifies, 2008 when the local economy still was in good shape became peak of development. Small recession was outlined in 2009 when the first signals of instability of provision appeared. Despite the falling indicators on sales of printers implementation of alternative printed materials was only slightly below, than in 2008. The reason of it consisted in mass transition of corporate clients from original products to alternative. In 2010 this dynamics can proceed as the country will face instability in economy, at the same time the situation can remain at this level within the next years. However recession should come to the end by 2012. Owing to growth of the park of inkjet printers sale of jet supplies will reach 14–15 million pieces a year.

Segmentation of alternative materials for an inkjet printing


Now in the market there is a huge number of alternative products which successfully compete among themselves. The local and foreign companies offer consumers compatible cartridges, gas station of cartridges, the system of tractor feed of ink. Gas station both professional, and independent is extremely popular. Moreover, gas station wins first place among alternative options. Today in the market 2 trends were outlined: 1) gas station gradually ceases to be in general demand owing to the become complicated structure of cartridges (chips and difficulties when filling) that in general leads to problems at recovery of cartridges; 2) such products as sets on gas station of cartridges and the system of tractor feed of ink gain strength thanks to their low cost and ease in use.

On diagram 7 and 8 distribution of each subspecies in a segment of alternative products for jet cartridges are provided quantitatively and in percentage terms for several years.

Diagram 7: Alternative products for an inkjet printing on segments, in millions of units
Diagram 8: Alternative products for an inkjet printing on segments as a percentage

Conclusion


From above told it is possible to draw a conclusion that the Russian market of supplies for printing was not considerably affected by an economic crisis as many users just selected less expensive options. In a segment of materials for an inkjet printing stable growth is observed. Such new products as the systems of tractor feed of ink and sets for gas station which were not familiar to the Russian consumer earlier begin to enjoy the increasing popularity among consumers.


Main article: Printer

See Also

List devices (market of Russia)