Dell, the world's dominant computer industry, today announced a 999 yuan of its laser printers Sharu low-end market in China, so the trade-popping. New Army as the printer industry, Dell is undoubtedly ready to be old in this field a rival HP's price cuts forced on shopping in tragic road and the road to the Dell in terms of already familiar tune.
IT giants Dell and Hewlett-Packard in worldwide infighting has been going on for years, but the fight in the printer market, but still nearly two years to do. Earlier in the market is ahead of Dell in the computer field, Hewlett-Packard dominate the field for many years on the printer.
But Dell's ambitions to further expand eventually. September 2003, Dell officially entered the U.S. printer market, a short year and a half on the record 10 billion dollars in annual turnover, accounting for 19.9% multi-function printers, monochrome laser printer market share of 7.4%.
Dell, HP can not afford to underestimate the threat. Last year, Dell's worldwide sales of more than 5 million printer units, while Dell's astonishing performance of a considerable portion of the market from HP, the hands grab them there.
In recent years, China's strategic vision into the two giants. Because of this the most commonly used computer printer peripherals, in China have maintained good momentum of development. The total 2003 sales of printers in China 520 million; in 2004 this figure becomes 7.724 million units; while only the first quarter of 2005 reached 2.0256 million units, up 8.2%, up 2.72 billion yuan market scale. HP has been in China over the past decade of brilliance, a virtual monopoly on a number of the printer market segment.
Dell's competitive speed almost without warning. It entered China from the printer market last year, has decent HP basic do not provoke. But last month, the Dell Laser Printer 999 yuan a sudden large-scale into China market, but print quality and speed are commendable, as the new favorite of families and small and medium enterprises. The laser printer market in the recent general prices are 1,500 yuan. Moreover, together with the lethal price from Dell in the computer sales were already a big success in the field of direct sales model.
The industry has begun to worry that Dell and HP in China's hard-fought lead to some relatively small advance out of the printer manufacturers, small manufacturers who simply could not withstand such a price shock.
But Dell's side presented its strategy based on marketing strategy: In China, home and small and medium enterprises as the main user of the proportion of low-end printer products far below its proper position. Information, foreign home computer configured the proportion of home printers for more than 90%, while the ratio of domestic to 30% may not. At the same time, the data show that China's domestic, small and medium enterprises and small offices in the IT market share of up to 50%.
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