For years, China—now the world's second largest economy—has experienced steadily growing sales in IT and digital markets. But the inkjet printer is one product that until recently had achieved little market penetration.

Early on, inkjet printers sold in China were used primarily for the printing of black-and-white business documents. While in many countries around the world people used inkjet printers to create beautiful color output at home, Chinese consumers were reluctant at first.

But as the economy grew, the tide shifted. With Shanghai at the center, sales of inkjet printers have begun to expand in east China. Canon detected the growing demand for higher-quality images at home and in 2010 shifted the headquarters function for its inkjet business from Beijing to Shanghai.

To promote inkjet printers, Canon conducts photo-printing demonstrations at shopping centers. Linking the printers' brand image to that of the company's highly respected cameras has shifted perceptions. Other sales and marketing strategies have included targeting government agencies and corporations and the establishment of nationwide sales channels, including IT malls, electronics retail stores and large supermarkets. Canon has also built an online sales presence.

As inkjet printer sales have grown, sales of high-end printers have also risen sharply, further indicating how important image quality is today.

Riding the wave of interest in high-quality image capture and output, Canon has introduced a nationwide after-sales service and repair operation. Covering cameras as well as printers, the service addresses a huge unmet demand in the Chinese market.

With an uncompromising commitment to image quality, Canon's future as a highly trusted brand in China looks bright.