Analysis of equipment investment behavior of some printing enterprises
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Since the reform and opening up, the printing and packaging industry has experienced several major development periods. The number of printing and packaging manufacturers and the total value of production have grown rapidly. The share of the national economy has been rising. In 2006, the total production value has reached 380 billion yuan. Stimulated by the continuous development of the printing and packaging industry, China's printing equipment manufacturing industry has developed rapidly, and the number of manufacturers has increased to nearly 500. The annual output value has reached 15 billion yuan and the export value has exceeded 500 million US dollars.
After entering the 21st century, due to the influence of factors such as repetitive construction and excessive equipment investment, the printing and packaging industry has entered a period of turmoil. As the market competition intensifies, the printing price has dropped sharply, and the growth rate has slowed down. Demand is also turning weak, and the printing equipment manufacturing industry is facing challenges.
At present, the total sales of China's printing equipment market is about 24 billion yuan, of which domestic equipment accounts for about 55%, and imported equipment accounts for about 45%. Among medium and low-end products, domestic equipment dominates, while high-end products are imported. The equipment is dominated by the world. In the middle and low-end products, there have been signs of overheating, price wars have intensified, and cases of vicious competition have emerged one after another. The cake is so big, there are so many porridge, and the growth of development is limited. If China's printing equipment manufacturing industry does not change the layout of product structure, it will be difficult to achieve leapfrog development in high-end products. Therefore, companies with strength and strategic vision have developed a number of medium and high-end products through the introduction of technology through Sino-foreign joint ventures, cooperation, OEMs, and acquisitions. The next step is to work hard to improve the ability of independent innovation, and to develop more high-end products with high technology content, relatively low cost and market-oriented. This is the key to winning competition and seeking development for Chinese printing companies.
On the other hand, the country's industrial policies, the external market environment, and the support of the majority of print users are also crucial. The Chinese printing equipment market calls for fair competition and calls for rational users. Below, this article strives to analyze the misunderstanding of the existing knowledge of the existing printing users in the equipment investment. The words of a family are inevitably biased and are for reference only.
First, determine equipment investment should be the best cost-effective ratio as the goal
The printing industry has entered the era of meager profit, and it is the inevitable choice for printing enterprises to maximize the benefits in the difficult environment and pursue the maximization of equipment investment returns. However, in the specific operation process, some enterprises fail to make scientific decisions. The main reasons are:
1. Decision-makers are unfamiliar with technology and unfamiliar with the market. One-sidedly, the more sophisticated, the more advanced, the more high-end equipment, the better, regardless of the actual and market needs of the enterprise, eager for foreign, mutual comparison, blind introduction, The advanced equipment that led to the introduction of huge sums of money cannot play its due role. So far we still can't forget the painful lessons of companies that have introduced the entire page imposition system.
2. Due to the long-term gap between domestic printing equipment products and foreign advanced products, some people have formed a mindset in their minds. “Domestic” has become synonymous with “inferior quality” and thus excludes the use of domestic products. In fact, the situation has changed a lot in recent years. China's printing machinery industry has achieved rapid development. In addition to double-format equipment, various types of web printing presses have reached the scale of mass production, small The printing speed of the web lithographic printing machine has reached 45,000 sheets per hour, and the printing speed of the medium-sized web lithographic printing machine has reached 70,000 to 75,000 sheets per hour, which can basically meet the needs of domestic black and white newspaper printing. 30% of the national sales of printing presses have been exported, such as web presses, web gravure presses, fully automatic die-cutting machines, and paper cutters, which have high-tech products and have already achieved bulk export. This cannot but be said to be a big step forward. The growth of China's web press export growth is shown in the figure below.
In the printing machinery and equipment, the localization rate of post-press processing equipment has increased year by year, reflecting that the technical level and quality of domestic post-press processing equipment are close to the world level. The domestic market capacity of post-press processing equipment is shown in the table below (for reference only).
At present, the products that cannot be produced in China are only large double-format web printing machines, digital equipment (digital printing machines), book hardcover lines, ultra-full sheet-fed printing machines, double-sided multi-color printing machines, and wide-width flexibility. Printing presses, etc.
Domestically, there are certain manufacturing capabilities, but the equipment with low industrialization level is: commercial web printing machine and drying box, cooling unit, zero-speed automatic paper machine, silicon-added device, digital direct plate-making machine, etc.
In view of the large gap between the domestically produced printing machinery and the technical and quality level of famous foreign manufacturers, in order to enhance the market competitiveness of printing and packaging enterprises and promote the level of printing and packaging technology, some strong export-oriented enterprises As a need to open up the international market, it is absolutely necessary to import some high-tech equipment. However, as a device that meets the needs of China's printing and packaging market, domestically produced products have strong advantages in terms of cost performance, especially for middle and low-end customers, and should become the preferred equipment for printing companies.
From the perspective of improving the competitiveness of domestic manufacturing enterprises and improving the technical quality of domestic printing machinery and equipment, users should also give support. Only when users actively adopt domestically produced equipment, speed up the renewal of overage equipment, and actively respond to the technical quality problems in the use process, will manufacturers be improved and gradually improve the quality of equipment, and then gradually narrow the gap with foreign countries.
After China's accession to the WTO, it is gradually integrating into the integration of the world economy. Enterprises have the freedom to choose equipment according to their own strength. There is no objection at this point, but if domestic users cannot keep up with the times, they will see it. The progress of domestic equipment can not objectively understand the value of domestic products, and adopting the attitude of rejecting domestic equipment is not only not conducive to the sustainable development of China's printing equipment manufacturing industry, but also not conducive to the development of China's printing industry itself, and is not conducive to the company's own economy. The improvement of benefits. For example, there is a company that imports a large commercial printing press from a developing country. When it is clear that the technical quality level of the equipment does not meet the national standards, it still ignores the objection of the employees of the enterprise and insists on importing. This not only causes a major loss to the enterprise. It also affects the image of the company at home and abroad. There is also a corporate loan to buy a M600 commercial web press, but due to lack of business, half a year of operation for half a year, the company has a heavy loan repayment. If you buy domestic equipment, the price is only 70% of the import, the printing speed can reach 40,000 sheets / hour, the basic configuration is almost the same as that of foreign countries (refer to automatic paper picking, drying box, cooling device, silicon glazing device, etc.) ), can fully meet business needs, and companies have profitable space. There are still many such examples. Some newspaper printing companies have dismissed domestic equipment when purchasing equipment. The reason is that the performance is not good, and Heilongjiang Daily has used the printing of two domestic medium-sized printing machines to obtain the first national printing quality, Chengdu Evening News. Guangzhou Daily has also achieved good results by using domestic medium-sized printing machines. The distrust of domestically produced equipment has even spread to printed customers. According to the CEO of a printing company, “If you don’t buy two imported equipment, you will not be able to get a job. Still use domestic equipment to do it." I appreciate the wit of the boss, but I hope that the managers of the printing company can take the initiative to name the domestic equipment.
The national industry is the backbone of the country and bears the great responsibility of the country for modernization. Its sustained and rapid development requires not only its own efforts, but also the support of users.
Second, we should choose domestic famous brand and brand products as much as possible.
When printing and packaging enterprises choose domestic equipment, brand-name and brand products should become the first choice.
The use value of printing equipment includes product quality, production efficiency, labor and stability, and reliability. It can be summarized by a formula: equipment use value = wealth/unit time created by equipment. Brand-name products are time-tested and endorsed by users, with high value in use. Generally speaking, the price of brand-name brand machines is higher than that of brand-name machines. This is the same as buying daily necessities. Shopping in brand stores is more expensive than free-market shopping, although different economic incomes and different cultural education backgrounds There are different choices for the crowd, but there are always risks associated with buying miscellaneous goods in the free market. In the same way, enterprises with independent intellectual property rights, standardized management mechanisms, processing capabilities and technical teams with high-tech equipment, even if their product prices are higher, they are guaranteed in quality and after-sales service, and their comprehensive benefits are still better than those of brands. The opportunity is much better, and the risks borne by the company are much smaller.
In addition, the user's trust in major brand enterprises can promote the faster development of the dominant enterprises of the printing machine, improve the industrialization level of domestic equipment and market concentration, and promote the optimization and upgrading of the printing machine industry.
Third, establish a new harmonious relationship between production plants and users
The reason why this question is raised is that the author has heard and witnessed the phenomenon that the relationship between the production plant and the user is not harmonious.
When the new equipment is used, the failure rate may be higher. This is the inevitable law of the equipment at the beginning of the life cycle (of course, it should be said). Domestic equipment is the same, and foreign equipment also follows this rule. Of course, most users can correctly understand the quality problems that occur, and properly handle them. They can correctly understand the importance of maintaining good relationships between manufacturers and users. However, there are also some users who do not correct the mutually beneficial relationship between the two, and put forward some excessive requirements for the manufacturer, such as:
1. Some manufacturers have financial constraints on hand, require installment payment, and sign an agreement for installment payment. However, after the goods have been used and used for many years, the balance has not been paid in accordance with the agreement, and even the quality problem is used as an excuse to request return or reduce payment. Go to the court.
2. Some enterprises purchase equipment and put forward quality problems after using for a period of time. After the two parties negotiated, they will reach a replacement agreement. However, after the new goods are in place, the user will also hold the previous equipment and not return it. This practice has violated at least the minimum. Business principles.
3. Some large enterprise group products have a good reputation. In order to prevent disputes on payment issues, it is required to pay the full amount of goods, but leave a few percent of the purchase price for the user as a reserve for quality problems. Some users No problems occurred during the use of the equipment, and I refused to pay the remaining amount.
4. Printing machinery is a high-tech equipment. Suppliers should actively carry out training so that printing and packaging enterprises can master the debugging and operation technology of new equipment as soon as possible. Printing and packaging companies should also humbly accept the training and guidance of the production plant, and master the technical operation essentials of the equipment as soon as possible. However, some users put the equipment into production and use without being skilled in the operation technology, and the equipment malfunctions due to improper operation of the workers. When such a problem arises, the user does not find the cause from himself, but instead complains that the quality of the equipment provided by the manufacturer is not good, and this does not correct the relationship between the two is a mutually beneficial relationship.
From the perspective of the manufacturer, it is entirely appropriate to treat the user as God and provide value-added services to it as much as possible. From the user's point of view, considering the effect of measuring input and output, it is also common sense to have higher requirements for the technical quality level of equipment manufactured by the manufacturer. However, the market economy is a contract economy and a legal economy. The "user is God" is based on contracts and contracts. That is, users can enjoy higher service benefits on the basis of performance of contracts. The contract is that it is not correct that God can do whatever he wants and even pass on his own business risks to the manufacturer. One of the CEOs said well that under the conditions of market economy, manufacturers and users should establish a new type of relationship for common development. This is a relationship of friends, a relationship that promotes social progress together, and a joint effort to improve China. With the relationship between the level of equipment technology, with such a relationship, it will not happen all kinds of production and sales contradictions, in order to achieve a win-win situation between supply and demand.