Sprzedaż materiałów eksploatacyjnych na polskim rynku w II poł. 2021 r. utrzymała się na podobnym poziomie, co rok wcześniej – wynika z danych IDC (gdy oddawaliśmy numer do druku, nie było jeszcze danych za 2022 r.). Dostawy wyniosły blisko 5,98 mln sztuk, tj. o 0,3 proc. więcej niż przed rokiem.

O ile nadal zwiększa się udział produktów oryginalnych – ten trend był widoczny już w poprzednich latach – to, jak się okazuje, w II poł. 2021 r. poszła w górę wartość sprzedaży wkładów alternatywnych, i to w większej skali niż OEM. Otóż w ujęciu rok do roku zwiększyła się ona o 9,3 proc., i to pomimo niższej sprzedaży ilościowej (-3,2 proc.), podczas gdy dla OEM sięgnęła poziomu 3 proc. Dla sprzedawców „alternatywy” oznaczało to tylko w omawianym półroczu dzielenie się rynkiem o wartości około 175 mln zł.

Część dostawców kompatybilnych materiałów utrzymuje, że klienci docenili jakość produktów z wyższych półek cenowych, jak również wydajność takich wkładów.

– Klient kupując alternatywny produkt premium otrzymuje deklarację bezawaryjnego działania w drukarce, a w przypadku awarii drukarki producent tuszu czy tonera poniesie koszt naprawy – tłumaczy Artur Majewski, ekspert ds. marki Activejet w Actionie.

Jednak dążenie użytkowników do oszczędności, zwłaszcza w ostatnim czasie, gdy klienci coraz uważniej patrzą na koszty, odgrywa kluczową rolę w decyzjach o wyborze materiałów oryginalnych czy „alternatywy”, także tej z wyższego segmentu.

– Produkty alternatywne wybierają głównie klienci, którym zależy na generowaniu oszczędności – uważa Krzysztof Zawadzki, Product Manager marki Asarto w Polcanie.

Nie zmienia to faktu, że oryginalne tusze i tonery to już dwie trzecie kupowanych przez klientów materiałów i proporcje te systematycznie zmieniają się na korzyść OEM. Okaże się natomiast, czy wzrost wartości sprzedaży „alternatywy”, widoczny w II poł. 2021 r., utrzyma się w kolejnych miesiącach. Warto przypomnieć, że rok wcześniej w tym właśnie okresie przychody z kompatybilnych materiałów skurczyły się o ponad 15 proc. rok do roku (dane IDC).

Zdaniem specjalisty 


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Krzysztof Mertowski, Head of Sales, Brother Krzysztof Mertowski, Head of Sales, Brother  

W porównaniu z poprzednim rokiem obserwujemy wzrost popytu na materiały eksploatacyjne, szczególnie w sektorze biznesowym. Warto zauważyć, że powrót do biur i praca w modelu hybrydowym – w którym pracownicy wykonują służbowe obowiązki częściowo z siedziby firmy – związany jest z generowaniem większej ilości wydruków. Zwłaszcza że mimo postępującej cyfryzacji środowisk pracy nadal część procesów biurowych jest ściśle związana z drukiem, ponieważ nie da się całkowicie go zastąpić w każdej firmie, a tym bardziej doprowadzić do pełnej digitalizacji dokumentacji.