From B2B to C2C: Scenario-Based Innovation in Printer Accessories Driving $9M Annual Sales

Client Background

Industry: Office Supplies (Printer Ink Cartridges, Paper, Accessories)
Identity: A Jiangxi-based manufacturer specializing in office equipment and consumables, with a long-standing focus on enterprise clients.

Client Goals

  • Expand into the home office (SOHO) market and capture new consumer demand.
  • Transform traditional office consumables into must-have items for learning, creativity, and daily use at home.
  • Establish a stable, high-margin sales channel on Amazon.

Key Challenges

  • Products were seen as traditional and lacked direct appeal to end consumers.
  • Competing with major global brands such as HP and Canon, with minimal existing brand recognition.
  • The SOHO market was fragmented, making customer acquisition difficult.

Operational Strategy

1. Scenario Redefinition

Repositioned the products from “office consumables” to “home learning and creative essentials.” This allowed the brand to connect emotionally with home users who value convenience, education, and creativity.

2. Creative Product Bundling

Developed themed bundles such as the “Kids’ DIY Art Set” (featuring color ink cartridges and photo paper) and the “Family Photo Printing Pack.” These scenario-based product combinations turned standard consumables into engaging household solutions.

3. Amazon Business Integration

Activated Amazon Business alongside the consumer storefront, maintaining the company’s enterprise client base while expanding into the consumer market—achieving dual growth from B2B and C2C channels.

Key Results

✅ Achieved $9 million in annual sales, with over 60% from consumer-oriented bundles.
✅ Successfully entered the home user segment, opening a new and sustainable growth path.
✅ Creative product sets delivered significantly higher profit margins than traditional consumables.
✅ The B2B business continued to grow through the Amazon Business platform, resulting in a healthier, more balanced client structure.

Client Testimonial

“The 1981 team helped us realize the untapped potential of our traditional products.
Our market isn’t just offices anymore—it’s every home.”
— Sales Vice President, Jiangxi Office Equipment Manufacturer

Core Insights

1. Redefine Usage Scenarios

For B2B-oriented products, identifying new consumer applications is the key to unlocking incremental growth.

2. Product Bundling Creates New Value

Thoughtful combinations of standard items can turn ordinary consumables into tailored “solutions,” increasing both competitiveness and average order value.

3. Educating the Market Equals Creating the Market

By reshaping customer perceptions and showing new ways to use familiar products, brands can create demand in entirely new segments.