Break down the printing market, avoid printing companies from "pushing to death"
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In 2009, the total output value of China's printing and copying industry (including publication printing, packaging and decoration printing, other printed matter printing, special printing, copying and printing materials sales) reached 574.6 billion yuan, ranking third in the world. In 2010, the total output of the printing and copying industry was 818.72 billion yuan, an increase of 22.3% compared with 2009; the added value was 212.06 billion yuan, an increase of 13.7%; the operating income was 791.81 billion yuan, an increase of 22.6%; the total profit was 57.84 billion, an increase of 24.7%. . From the ranking of the world's top 12 printing markets from 2006 to 2011, China has replaced Germany and the UK as the world's third largest printing market. It is conservatively estimated that by 2013, the total output value of China's printing industry will be close to the industrial scale of about 380 billion yuan. It is predicted that China will become a global leader in the printing industry by 2020.
Some analysts believe that in order to seek the development of enterprises, Chinese printing companies will have a wave of mergers and acquisitions. Through mergers and acquisitions, the scale of the company has been expanded to form an effective scale effect. The scale effect can bring about the full utilization of resources, the full integration of resources, and reduce the costs of management, raw materials, production and other aspects, thereby reducing the total cost. With the emergence of the tide of mergers and acquisitions, the Chinese printing industry is bound to create a large number of printing companies. The emergence of a large number of strong printing companies that are competitive at home and internationally will undoubtedly be a measure of the Chinese printing industry that strives to achieve a big to strong transition. But what exactly is a strong printing company? For most business managers, they are likely to benchmark the size of the enterprise and the field of involvement. However, if a company wants to rely solely on expanding its scale and field to become a strong printing company, there is still a certain risk. This is like a poor quality project in a building. It looks very luxurious, but it can't stand the wind. In the market competition of the survival of the fittest, it will certainly be defeated early.
So, what should a printing company do in order to take its own path of growth and make itself a printing “strong enterprise”? The author believes that the first and foremost thing should be the company's market positioning, market segmentation, and its own direction. To give a simple example, Beijing Today Landscape Printing Co., Ltd. was established in 2005. In just five years, the company has been “famous” in the printing industry. Unlike most printing companies, the company has strong advantages in postal card packaging and printing, art catalogues, and high-end commercial printing. At the same time, the company's manual hardcovering process is leading in the industry, with a group of management and technical personnel. Is the ultimate quality assurance of cultural product packaging. The reason for its success, the author believes that a large part is because the company has identified its own market positioning, not to spread the network, not only to do packaging and publishing, but to position itself in the manual hardcover market, to do more To achieve success.