When it comes to Fuji Xerox, everyone will think of SLED technology in the past, and think of experts in the field of color. It has a feeling of "high-end atmosphere." Time to come in May 2015, the Fuji Xerox printer nationwide exhibition started from Chengdu, Sichuan, Fuji Xerox not only brought a full range of printing products to meet you, but also brought the latest network business and channel construction, after-sales system strategy. All of this can be summed up in one point: to give users the best purchase, use and service experience.
More grounded at the product level
From the release of the "Cheong Da Xiao V" series of economical printers and all-in-ones, we feel a change in attitude from Fuji Xerox. The economical printer in the early 500s and the economical all-in-one in the early 800s are particularly popular among personal consumers and small companies. This is precisely the positioning of Fuji Xerox's small V series. In the past year, Fuji Xerox has continuously launched 18 low-end printers and multi-function printers, forming a complete series of printers from entry to mid-range, from single function to multi-function, from black and white to color.
With regard to the launch of so many printer products in a short time, what kind of users are they facing? Mr. Su Lei, Vice President of Fuji Xerox (China) Co., Ltd. and General Manager of Printer Business Division, made an interpretation. "In the low-end market, we set the price closer to the people, because this type of user is very sensitive to cost; while in the mid-end market, users are more inclined to quality and scalability, we are more in machine performance On the after-sales service, to meet their needs, "Mr. Su Lei said. Fuji Xerox invests more energy in the low-end market, provides more subdivided products for the needs of different user groups, and returns the right of choice to the "God" of the market-users. "Grounding gas" and "friendly people" are the two words that Mr. Su Lei repeatedly mentioned when talking about Fuji Xerox printer products. Behind the launch of many printer products, we feel a change of attitude like Fuji Xerox.
In addition to printer products, Fuji Xerox small-capacity (nominal 1000-page) toner is something we have to mention. When printing equipment manufacturers generally promoted large-capacity, more durable, and lower cost in 2014, Fuji Xerox went the opposite direction and launched original toner cartridges with smaller capacity, which were cheaper and the printing cost was less than 1 cent per page. , Widely welcomed by individuals and small business users. "On low-end printing products, most of them are small business users, and usually the printing volume is not large; standard large-capacity toner is not used by users, but it is wasteful in cost. Therefore, we made small-capacity ink Powder, while reducing the cost of a single page, is popular among users, agents are willing to sell, and ultimately get a good result of small profits but quick sales. "Mr. Su Lei was not proud when he talked about the 1K toner sold in the market.
Fuji Xerox's product strategy in the low-end printing market is flexible, including printers, all-in-ones, and even toner supplies. But it is the needs of consumers, the right of God's choice, that will ultimately be returned to God.
Market-wide national cooperation
Since 2014, online sales have become an important part of Fuji Xerox shipments in China. On several major e-commerce platforms including JD Mall and Tmall Mall, Fuji Xerox printing products can be seen sold all over the country. We know that in the past, the offline channels of printers were from manufacturers to general agents, and then to agents at all levels, spreading in China; Fuji Xerox is no exception. Online, users don't care where and where the printer is located, the demand is matched, the price is right, and the after-sales guarantee is guaranteed, and the purchase can be reached. This is a huge opportunity and challenge for Fuji Xerox.
Fuji Xerox's strategy is to trust agents to expand online. Most of the transactions on the e-commerce platform are 2C transactions, which are aimed at tens of millions of small businesses and even individual users; Fuji Xerox trusts agents that are closer to consumers and more experienced in this regard, supporting and relying on agents online Fuji Xerox printing products are on sale.
For the regional coordination of online sales and offline delivery and services, Fuji Xerox has formed effective cooperation with e-commerce platforms and distributors. For example, an agent in Guangzhou sells printers online to users in the Northeast region, then the distributors in the Northeast region are responsible for shipping and after-sales, reducing logistics costs, speeding up delivery, and giving users a good experience.
As for the traditional channels, Fuji Xerox gives the support as always. On the day of the tour at Chengdu Station, Fuji Xerox gave channel representatives an on-site discount of 500 yuan for picking up over 5000 yuan and 2,000 yuan for each of ten products. In the online and offline markets, Fuji Xerox goes hand in hand, giving agents and distributors full support, the purpose is to let users learn more about Fuji Xerox printer products, to obtain a convenient purchase channel and an ideal purchase experience.
After-sales five-star praise is the greatest value
The channel of Fuji Xerox printer products is sinking, and it has become more obvious in the past two years. Especially for the online sales, Fuji Xerox printers have been sold to China's tier 4, 5, and 6 cities. In the past, Fuji Xerox's after-sales service network was established with the expansion of agents. Where did agents sell printers and where did Fuji Xerox establish service stations. The characteristics of online sales now are small and scattered. One order has 1 to 2 machines. Consumers in small cities in Xinjiang are optimistic about Fuji Xerox printing products and have placed orders online.
How to do good after-sales service for every order of 500 and 1,000 yuan? Not only for Fuji Xerox, but also for any printer manufacturer is a huge challenge-the number of small cities in China has reached more than 2,000, and a large number of small orders means negative profit after-sales service. Talking about this issue, Mr. Su Lei was very calm. He said: "One of our ideas, leaving the brand in everyone's mind, is the customer first. In all aspects of sales and service, this is the most basic. Even if we do n’t make money on this service, we will still do it and find ways to do it better. User satisfaction will be transformed into Fuji Xerox ’s brand value in the future, which is what we value most. †In terms of actual actions, Fuji Xerox has begun to cooperate with agents and distributors, seeking to establish a nationwide overall layout, establish a dedicated after-sales repair station, and combine past sales and after-sales stores to gradually achieve after-sales coverage in small cities.
"Trust" in the future will be transformed into Fuji Xerox's commercial wealth
Finally, we look back and look at Fuji Xerox's products, markets and after-sales strategies, which are the basis for the generation and continuation of "trust". Return the right of choice to the user, let the user choose the product with the ideal price and quality; support the channel, trust the power of the channel, online business and e-commerce platform; coordinate the after-sales, Fuji Xerox integrates national resources to provide users with good after-sale service. In this well-functioning system, "trust" will be transformed into Fuji Xerox's commercial wealth.
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