Tonery bardziej wartościowe

Analitycy IDC oceniają, że polski rynek materiałów eksploatacyjnych osiągnął wartość około 1,6 mld zł w 2021 r. W II poł. ubiegłego roku było to, licząc po ówczesnym kursie dolara, około 842 mln zł. O ile pod względem ilościowym dominuje sprzedaż tuszy (64 proc. udziału), to przychody są zdecydowanie wyższe w przypadku tonerów (73 proc. udziału). Na polskim rynku zwiększa się przy tym ilość sprzedawanych butelek z atramentem do drukarek z systemem stałego zasilania atramentem (CISS).

– Jako że rośnie ilość tego typu drukarek w użyciu, można spodziewać się, że ten trend utrzyma się w najbliższej przyszłości – przewiduje Michał Świątek, Research Manager Imaging Printing & Document Solutions Europe w IDC.

Źródło: IDC, dane dotyczą polskiego rynku

Zwraca natomiast uwagę, że nie widać postpandemicznego odbicia w sprzedaży tonerów do drukarek laserowych A3. Zakłócenia w łańcuchu dostaw czy hybrydowy model pracy sprawiły, że ilościowo na rynek dostarczono ich mniej niż w 2020 r.

W ocenie Krzysztofa Mertowskiego, Head of Sales w Brotherze, najważniejszym czynnikiem wpływającym na popyt pozostaje sytuacja pandemiczna i związane z nią obostrzenia. Producent obserwuje rosnące zainteresowanie kompaktowymi rozwiązaniami do druku, które sprawdzają się zarówno w domach, jak i w biurach.

Zwrócono też uwagę na rozwój sprzedaży internetowej, co z kolei sprzyja dostawcom stawiającym na sprzedaż transakcyjną materiałów eksploatacyjnych (a nie w modelu usługowym). Przynajmniej część klientów zmuszona w czasie lockdownów do kupowania online już przyzwyczaiła się do e-handlu.

– W tym roku sprzedaż e-commerce nadal rośnie. Mimo, że obostrzeń już nie ma, zakupy internetowe nadal cieszą się ogromną popularnością i nic nie wskazuje na to, aby ten trend się zatrzymał – twierdzi Artur Majewski.

Specjaliści zwracają również uwagę na fakt, iż zmieniło się podejście do zakupów materiałów eksploatacyjnych do urządzeń drukujących w sektorze zamówień publicznych, co również nie pozostaje bez wpływu na rynek.

– W sektorze zamówień publicznych już nie tylko cena decyduje o tym, który dostawca zostanie wybrany. Coraz częściej zamawiający proszą o przedstawienie dokumentów potwierdzających wysoką jakość produktów przez jednostki do tego akredytowane – informuje Krzysztof Zawadzki.

Takie podejście, o ile będzie konsekwentnie stosowane, powinno ograniczyć możliwości sprzedaży do urzędów i jednostek rządowych oraz samorządowych tanich zamienników niskiej jakości i tym samym zmniejszyć udział tych produktów w rynku.

Zdaniem resellera


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Marcin Przybysz, właściciel, Toner Service  

W tym roku sprzedaż materiałów eksploatacyjnych jest u nas wyraźnie niższa niż rok temu. Moim zdaniem jest to skutek wzrostu cen papieru. Użytkownicy oszczędzają papier i drukują mniej, zwykle tylko wtedy, kiedy muszą. Nie zmieniło się natomiast to, że nadal materiały alternatywne są zdecydowanie popularniejsze niż produkty OEM. U nas proporcje sprzedaży to mniej więcej 80 do 20 proc., czyli podobnie jak w zeszłym roku. Wśród poszczególnych produktów widzimy natomiast wzrost popularności tuszy do urządzeń ze zbiornikiem na atrament.

  

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Marta Trajdos, Printworld Arkadiusz Trajdos  

Sprzedaż materiałów eksploatacyjnych znacznie wzrosła w czasie pandemii i w pierwszym półroczu była u nas na zbliżonym poziomie, co w ubiegłym. Dotyczy to zarówno klientów domowych, jak i firm. Przy czym u naszych klientów nie widać zainteresowania oryginalnymi produktami. Nawet użytkownicy biznesowi preferują te alternatywne z uwagi na niższy koszt takich materiałów. Klienci, których obsługujemy, nie są zainteresowani modelem usługowym druku – wolą kupować urządzenia i mieć je na własność, jak też kupować do nich materiały eksploatacyjne.