Epson China President Kyosuke Ishibashi: Technology + Localization to Overcome Challenges

In a recent media interview, Kyosuke Ishibashi, President of Epson China, said the company will continue to advance its “Technology + Localization” strategy to better meet the diverse and intelligent needs of Chinese consumers, as the printer and projector market undergoes significant structural changes.

As one of the earliest foreign companies to enter China, Epson identified the demand for invoice printing in the late 1990s and introduced dot matrix printers ahead of the market. Since then, Epson has closely observed local needs and launched tailored solutions — from EcoTank printers for families and SMEs, to a WeChat mini program supporting remote printing.

Addressing the recent decline in printer shipments in China, Ishibashi explained that tighter office budgets, post-pandemic demand slowdowns, and a decrease in student numbers are the main drivers. Instead of retreating, Epson is restructuring its value chain by combining technology with local insights to deliver more attractive products and services.

For example, Epson partnered with Disney to launch custom printers featuring characters like Lotso, Frozen, and Zootopia, targeting family users. Its Epson Cloud Printing mini program, with over 8.39 million registered users, makes printing more convenient. To solve urgent needs — such as printing ID photos late at night when print shops are closed — Epson also partnered with local companies to launch the “iLuoBo Shared Printing” model, allowing users to print anytime, anywhere without owning a device.

Ishibashi believes China’s market is shifting from scale-driven growth to quality-driven growth, with users demanding more personalization and efficiency. While new tech players increase competition, he sees this as motivation for continuous improvement rather than confrontation. Looking ahead, Epson will continue to study Chinese user behavior and work with local partners to create forward-looking business models — enhancing competitiveness through technology and localized services.

Sources:再生时代