E-commerce is coming, is the printing company ready?
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China's e-commerce retail market in 2013 exceeded 1.5 trillion yuan, accounting for 7% of the total retail sales of Chinese society. So what is the difference between e-commerce and traditional business? How is the printing industry related to e-commerce? How do printing companies use e-commerce? Before the printing company “electric shock”, it needs to think twice before moving.
Future business thinking model
E-commerce, simple understanding, is the business behavior through the power of the network, such as network marketing, network orders, online payment, network evaluation. It is precisely because of the network that the current business form is very different from the past. How can it be different, you can give an analogy. If you want to applaud a person, you need to spend 1 yuan. If you have 50 dollars, how many people can applaud? I believe many people will answer 50 people. Yes, in theory, it is true that only 50 people can applaud at most, but this is a traditional thinking. The answer to this question in the Internet age is that you tell everyone that the voice of the applause is the loudest, and that 50 yuan is given to him! This way everyone will applaud. I believe that everyone understands this, what is the difference between the network economy and the real economy, and why it can explode such a strong economic vitality.
When there are enough people in a network, the quantitative change will eventually cause a qualitative change. Now there are 600 million Chinese on the Internet, and there are 400 million Chinese on the wireless Internet of mobile phones. This is the time when qualitative changes begin. What is certain is that although our business may not be completely online, 100% Will be affected by the network. This is the beginning of a time of great change that goes hand in hand with the industrial revolution, either to keep up or to be eliminated.
There are four differences between e-commerce and traditional business. First, the thinking is different. The core of e-commerce pursuit is scale. With scale, there is a basis for quantitative change to qualitative change. How to accumulate more and more customers through their own products is their consideration; the second is products, in order to Cooperate with customers, from the customer's point of view, to dig the customer's greedy, lazy human nature to the extreme, and finally let them do not leave your product; the third is the profit method, do you think that millet is the mobile phone profit? People don't care at all, as long as the scale continues to expand, as long as the brand continues to develop, with the support of capital, short-term losses are acceptable, because there are many profit models in the future, traffic, big data, games, shopping, etc. As long as the customer is in your network, all the actions he produces will be your means of realizing; the fourth is capital operation, all Internet companies are behind the result of capital operation, the most important is fast. Quickly try and make mistakes, quickly form scale, and quickly seize the market. This is the future business thinking model.
Let the Internet subvert the traditional habits
So what is the relationship between e-commerce and the printing industry? Perhaps some clues can be seen from foreign cases.
Vistaprint is the sixth-largest printer in the US at the capital level, with a gross profit of $1 billion in 2012, and revenues rose 20% from 2011. In 2013, the net profit margin was 2.68% and the market value was 1.86 billion US dollars. The company targets small businesses and individuals, with the SOHO (ie freelance) market as its main goal, occupying the small print market. Through the huge amount of orders every day, the scale and cost advantages are formed, and finally a low price advantage is formed. It has excellent business card design capabilities, and customers can personalize the design on the page and deliver the website print.
What about the domestic situation? According to reliable data analysis, the development of e-commerce in China's printing industry is not smooth. The author believes that the reason is more than enough enthusiasm and the wrong direction.
Many printing platforms, such as Tongyin.com, I want to print, and Sunshine Printing, have come online. They all hope to become China's Vista, but there are many difficulties and problems. The reason is that the business environment between China and the United States is too different. This is divided into two aspects. First, the social infrastructure of the Internet has become very popular in the United States. In the United States, B2B has exceeded $6 trillion in 2005. American companies are very familiar with and accustomed to commercial communication and transactions through the Internet. The biggest function of China's Internet is still entertainment and information. The business activities, especially for business, are far from mature in the United States. Therefore, the e-commerce of printing is facing enormous challenges and problems. The second is the problem of the network environment. Everyone knows that the current Internet in China is an era of oligopoly. The layman wants to take a share of the Internet is to see their faces. Of course, the US Internet also has giants, Google, Amazon, etc., but their monopoly share is far less than that of the Chinese giants. As the world's largest e-commerce company, Amazon only accounts for 40% of the US market.
Therefore, if printing companies want to do printing business online, they must first have traffic. Someone needs to know and access your website from the Internet. This requires the giants to distribute traffic to you, and they will scrape oil. Second, if you have to do well, they will copy you. The giants hold the users and know the identity of each user. Finally, what's more important is that the giants use the Internet thinking to make the products to the extreme, and the users are lazy and "spoiled". The interface should look good, click to save trouble, browse should be convenient, pictures should be beautiful, etc. Internet companies have a large and professional team responsible for continuously improving these things, which is difficult for us to meet and do. Of course, it can be said that Internet companies are not professional, they do not understand such a professional industry, but it turns out that it is not necessarily true. For example, Netease made a "Netease Impressionist" online personalized custom printing, a group of Internet people in Xiaomi company can still do mobile phones, and now began to do TV. Internet companies will also quickly make up for their shortcomings through resource integration. Therefore, professionalism can no longer be a security barrier for printers. E-commerce is the use of the Internet to subvert traditional business models and habits.
Integrate yourself with your own resources
I just said that e-commerce is a trend, and that the printing people do not do e-commerce, that is not good, then what should we do?
The author's answer is that printing companies should unite and form an alliance. Our own resources integrate themselves without the Internet giant to integrate. Let us print the factory and do the things we print, leaving the giants to grab traffic and grab orders to leave to professional people. What the website does is to make orders through the Internet, and then distribute the orders to the printing house, so that the printing company can enjoy the Internet e-commerce dividend with the lowest risk. The Internet must be a way out for the printing industry, but everyone is scattered and it is easy to be broken by people, and it will also consume each other. We must unite to create an e-commerce era that belongs to us.
Finally, the author wants to say that our printing companies use e-commerce to improve operational management efficiency and enhance competitiveness, and will create more new business strategies in the new environment.