2.82 million units were exported in the first 10 months of last year. Who is the dark horse of 3D printer category？ │ Report on Brand Influence of 3D Printer (2023／11)

Since November, European and American consumer markets have ushered in the traditional holiday shopping seasons such as Black Friday, Thanksgiving Day and Christmas Day. During the period of new consumption channel reform and major adjustment of consumption structure, some cross-border e-commerce brands from China have ushered in new development opportunities.

In order to sort out the context of domestic cross-border e-commerce brands going to sea more systematically and continuously, national business daily and Shenzhen Yishi Technology continued to launch the influence list of cross-border e-commerce brands in China. The list is mainly aimed at native cross-border e-commerce brands, and its influence is quantitatively analyzed with data from three dimensions: search popularity, natural traffic of independent stations and Amazon search volume.

The list based on quantitative data objectively reflects the pattern of cross-border e-commerce industry. For example, the 3D printing industry, which is very small in everyone’s inherent impression, is quite hot, and several 3D printing brands are on the list. It shows that this industry is not as small as expected in overseas markets, but quite dynamic.

According to the data of Antarctic Bear, a third-party organization, the export volume of 3D printers in China has shown a rapid growth in recent years. Although it decreased by a quarter in 2022, it returned to the high growth track in 2023. The export volume of 2.82 million units in the first 10 months was close to 2.87 million units in 2021, and there is no suspense to hit a record high in 2023.

What brands are there in the overseas 3D printer market, and what are their influences?

In order to let everyone have a more comprehensive and intuitive understanding, national business daily and Shenzhen Eslite Technology jointly launched the "3D Printer Brand Influence Report".

Part I search heat

The construction of offline channels has become a trend in the cross-border e-commerce industry. As a product with a certain threshold of use, 3D printing is very important for offline display and interaction to get out of the circle and get more users.

The popularity of search engines can best reflect the online and offline influence of brands.

The first echelon has five brands: Creality, Prusa, Bambu lab, Anycubic and ELEGOO.

Extend the time to five years and compare the changing trend.

Five years ago,

Prusa is far ahead, the second gear is equal to Anycubic, and the third gear is Elegoo.

Now,

Prusa has been surpassed by Creality, followed by Bambu lab, Anycubic and Elegoo.

Among them, Bambu lab was established at the latest (in 2020), but the search popularity increased the fastest.

Elegoo increased by 547.37% in five years, followed by 304.48% in Creality, 143.1% in Anycubic, and only 80.17% in Prusa.

From the data comparison, the development momentum of China brand is very good.

Then compare the second group of five brands: Ultimaker, VORON, Toybox, SainSmart and MatterHackers.

In the past five years, VORON, a personal open source project, has grown substantially, thanks to a surge in VORON in 2021.

The third group consists of five brands: Flashforge, Flsun, Phrozen, Formlabs and Ankermake.

In the past five years, Flsun has grown significantly. Ankermake, as a rising star (released a crowdfunding campaign for new 3D printers on KS in April 2022), started at the latest and grew the fastest.

However, compared with Bambu lab, which launched 3D printer products at the same time, Ankermake obviously has a huge room for improvement.

The fourth group includes four brands: Snapmaker, SOVOL, Qidi Tech and Voxelab.

In the past five years, SOVOL has grown significantly.

Part Ⅱ Natural Flow of Independent Station

As a niche category, the core reason why 3D printing brands are listed in the "China Cross-border E-commerce Brand Influence List" is the high user activity.

Unlike ordinary consumer goods, the use of 3D printers is relatively complicated. If you have creativity, you need to have a 3D model to print, and you need to keep buying consumables. Therefore, the interaction between brands and consumers will be more frequent.

The independent station is obviously a very important position.

Let’s take a look at the monthly visits of the top five brands, Bambu lab, Prusa, Creality, Ultimaker and ELEGOO. The data comes from Similarweb.

Bambu lab rose the fastest, ranking first in the past three months, with obvious advantages and the trend of further expansion;

Prusa has been leading for a long time and now ranks second;

Creality ranks third, and the gap with Prusa is narrowing;

The fourth Ultimaker has not increased compared with a year ago;

Elegoo ranked fifth.

Bambu lab not only leads the way in visits, but also has the longest average visit duration and the lowest bounce rate.

On the whole, the Czech brand Prusa and the Dutch brand Ultimaker grew slowly, slipping from the first and second place in September 2022 to the second and fourth place in September 2023 respectively. The growth of China brand is faster, its ranking is rising, and it is in a further upward trend.

Part ⅲ Amazon search volume

As the largest e-commerce platform, Amazon users search for brand keywords on the platform, which has a strong consumer will and brand preference. Therefore, this search volume has high reference value.

There are five brands with a search volume of more than 20,000: CREATITY, Elegoo, Anycubic, Bambu lab and Toybox, among which the top four are China brands, with CREATITY exceeding 70,000 and Elegoo exceeding 60,000, which has a big lead; Ankermake, owned by Anke, and Prusa, an old brand, have a search volume of 10,000-20,000.

The trend of the weekly average search volume data of the top brands in the past four months is relatively consistent, and the ranking remains stable.

Part IV model community

In the 3D printing industry, 3D models are essential, so there are special model community websites, which are independent and owned by 3D printer brands, free and charged.

The top five visited communities in November were all established communities.

Since September 2022, the number of visits to Printables Tables under Prusa has increased steadily, and Cults has increased.

The number of visits to Crealitycloud under Creality has also increased significantly, and Makerworld under Bambu lab, which was launched soon, has seen a fierce rise.

Summary:The return of 3D printers in China to a high growth track is largely the result of product innovation. For example, the introduction of high-speed printers will stimulate old users to change their machines, and the convenience of operation will expand the customer base and audience, similar to the development of UAV industry.

A new reshuffle of the 3D printing industry has begun. As a whole, China brands are attacking the city, and their internal structure is also changing.

national business daily