According to the Nikkei Shimbun reported on September 28, Fujifilm Commercial Innovation Company (formerly Fuji Xerox) said that it will launch its own brand of large-scale commercial printers in Germany, Spain, Italy and Portugal in October, and use the sales network of its parent company Fujifilm Co., Ltd. (referred to as Fujifilm Holdings).
Image source: Nikkei Shimbun
Fujifilm Business Innovation's sales of more products, including multifunction machines, will debut in Europe, the Middle East, and South and Central America later in 2021. A newly developed photo printer will be sold in India, where there is a lot of demand for such products.
Back in 2019, Fujifilm Holdings and Xerox dissolved a nearly 60-year-old joint venture, and an agreement on its brand licensing and sales territory ended in March 2021, under which the former Fuji Xerox covered the Asia-Pacific region, with Xerox selling products in the U.S., Europe and other markets. This means that these companies are now free to chase any market.
Despite slow growth in Fujifilm Business Innovation's office equipment business, Fujifilm Holdings has provided a steady revenue stream to fund its expansion into new areas such as pharmaceuticals.
As of March 2021, Fujifilm Business Innovation's overseas sales accounted for 40% of Fujifilm Holdings' office equipment sales, or approximately JPY 350 billion. In the year from March 2023 to March 2024, Fujifilm Holdings aims to increase the sales of Fujifilm Commercial Innovation to 50% and expand into Europe and other regions.
Under the production agreement renewed in 2024, Fujifilm Commercial Innovation continues to provide office equipment to Xerox. For now, the Japanese company has shunned the United States and certain European countries, where American brands have a strong presence.
If Xerox moves to another supplier, Fujifilm Commercial Innovation will lose a key customer, at a time when the company prints fewer and fewer documents, leaving the office empty.
(Compiler: Liu Shuang)
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