The development status and trend of digital printing
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The global financial crisis in 2008 has had a certain impact on all walks of life, and it has also affected the printing industry without exception. The traditional printing industry has indeed suffered a lot in the financial crisis. Due to the reduction in printing demand of upstream enterprises, the business volume of some traditional printing companies has dropped by 30% to 40%, especially in the first-tier cities where printing companies are dense. The decline in business volume is even more pronounced. Relatively speaking, the impact of digital printing companies is smaller, and the business volume of some market segments has even moved up and down.
At present, the financial tsunami has not affected the entire digital printing industry, but the potential impact in the future will gradually emerge. Therefore, in the face of the crisis, digital printing companies can not be optimistic, the financial crisis brought about some potential problems still worthy of corporate attention and thinking.
First, the development status of digital printing
1. The status quo of foreign digital printing development
As an emerging segment, digital printing is a hot spot in the world's printing market in recent years. Relevant data show that at present, in the developed countries of Europe and the United States, digital printing has maintained an annual growth rate of about 20% in the case of a general decline in the output value of the traditional printing industry. There is still much room for growth in the output and growth rates of the digital printing industry in other parts of the world.
In recent years, digital printing has grown rapidly in the world market with its advantages of variable data printing, personalized printing, network printing, and online processing. It is applied not only in the field of commercial printing and printing, but also in the fields of finance, telecommunications, insurance, publishing and printing, packaging and printing.
In foreign countries, digital printing is commonly used to print reports, customer catalogs, corporate albums, business prints and small books, such as postcards, business cards, covers, brochures and CD sets; it can also be used for printing drugs and packaging. Small packaging, wallpaper, waistline and lace paper for health supplies and gifts, as well as for proofing, promotion, testing and distribution purposes. Globally, from document content generation, to print production, to distribution, digital printing has a global market turnover of US$120 million, twice the existing traditional printing market. Lin Kainuo, general manager of the market operation and fast printing department of Fuji Xerox Industry Service Management Group, pointed out that digital printing is a supplement and improvement of traditional printing, and digital printing is not only printing, but also more value-added content.
2. The status quo of digital printing development in China
In 2008, the domestic digital printing market continued to explore and innovate in the development of products and business models. The understanding of digital printing continued to deepen, showing some new development characteristics. From the 490 high-quality works of 142 digital printing companies in the country, which were held by the Digital Printing Branch of Keyin Media and China Printing Technology Association, there were also a lot of innovations. An excellent company of consciousness. Judging from the situation reflected in the competition, the domestic digital printing market presents the following five characteristics:
The scope of distribution has a larger expansion
China's digital printing industry started from large cities such as Beijing, Shanghai and Guangzhou. In recent years, it has gradually advanced to prefecture cities and prefecture-level cities in some developed regions. The application scope has been greatly expanded. Many of the participating companies in the “Keyin Cup” Digital Printing Competition are from medium-sized cities. However, China’s digital printing companies are still concentrated in some large and medium-sized cities, and the county-level cities and below are limited in popularity.
Business model has been innovative
In 2008, a number of digital printing companies with innovative thinking emerged. They boldly explored the marketing model and opened up ideas for the future development of digital printing. For example, Beijing Zhongzhan Tuofang started the Republic of China book reproduction project, a full set of more than 8,000 kinds, each copying dozens of books, and obtained good social benefits and market reaction. UUDIY Network cooperated with China Philatelic Corporation to promote customized stamp customization services, which solved the problem of stamp printing franchise and opened up new business and profit sources.
More diversified business, industrialization
The business of early digital printing companies was concentrated in a few areas such as tender production and architectural drawings. With the deepening of the industry's understanding of digital printing technology, more and more digital printing companies are engaged in diversified digital printing services such as wallpaper reproduction, personalized print, on-demand publishing, business documents, direct mail letters, etc. The company has laid a good foundation for expanding its business and increasing its profit sources. But on the whole, most digital printing companies still use fast printing as their main business model. The business is fragmented and the development cost is high. What is gratifying is that in 2008, more and more domestic enterprises began to learn from the popular industrial digital printing mode and develop industrial digital printing business, such as Shanghai Yiwen data processing won in the “Keyu Cup” digital printing competition. Co., Ltd. tailor-made personalized direct mail bills for customers, giving full play to the advantages of digital printing personalized, while having a larger business volume, reducing the marketing costs of enterprises.
Re-recognizing and positioning digital technology
More and more enterprises realize that the application of digital technology in the industry is not simply the use of a digital device, but through digital technology, changing the innovative business model, taking Yongtai and Digital Technology Co., Ltd. as an example, they are introducing Digital printing equipment has also developed its own software products SMART DATA and SMART FOTO, which has innovated the printing business model and realized the process management of online ordering and marketing.
Hardware level is in line with international standards, and competitors are diversified
Although there is still a gap between the overall equipment level of domestic digital printing equipment and the international leading level, the development momentum is very strong. The high-end digital printing machines represented by Kodak Nex-Press, Fuji Xerox iGen3, HPInidigo5500, etc. have a certain installed capacity in China, and the growth rate is rapid. At the same time, a group of outstanding digital printing enterprises represented by Beijing Zhongzhan Tuofang and Kang Wenweiyi have gradually emerged in the market competition in recent years. Traditional printing companies are becoming more and more involved in digital printing, such as China Business, Yachang, Heshan Yatu Shi, People's Daily Printing Factory, etc., which will greatly change the corporate structure of the digital printing industry. More and more enterprises with different industry backgrounds have entered the digital printing industry, which has intensified competition in the industry and promoted the development of China's digital printing industry.
Second, the market analysis and development prospects of digital printing
In recent years, the digital printing market has continued to grow, but due to the impact of the financial crisis in 2008, the growth rate has slowed down. There are two main types of customers for digital printing equipment: institutional users and business users. The institutional users are mainly government agencies, large enterprises, social groups, etc. For such users, digital printing equipment is the office equipment that meets the needs of modern office; commercial customers are mainly printing factories and fast printing shops. For the user, digital printing equipment is the production material, which is a production tool for profit. Both types of users have the desire to control costs and reduce investment during the crisis, which has hindered the growth of digital equipment sales. But we should not blindly and pessimisticly. The development inertia brought about by the good momentum of digital printing development in the past few years and various effective measures for digital printing manufacturers to develop the market, the continuous efforts of the relevant industry to cultivate the digital printing market will continue to promote the sustainable development of the market. Only the growth rate will slow down compared to previous years.
Adapt to the new market environment
Changes in the external market environment are not something that companies can change. However, companies can try to use this change to expand their thinking and explore new market opportunities. In the case of changes in the economic situation, companies need to adjust the target market and target customers in a timely manner, and can develop and expand the market in some areas supported by national policies, and explore target customers with potential for development. For example, the government has now launched a series of related policy support for agriculture. Therefore, the digital printing industry can pay due attention to this potential market and develop some new agriculture-related publicity materials. Market opportunities in large manufacturing industries are also worthy of attention in digital printing. However, since each enterprise has its own business characteristics, the geographical environment and humanistic environment of each enterprise are not the same. Therefore, business development should be analyzed according to the specific conditions of the enterprise.
From production to service
After the development in recent years, digital printing has quickly completed the initial high-profit stage and slowly became a meager profit industry. In order to change the current status of the current meager profit, and to be independent in the global financial crisis, we must first change our mindset. We must truly manage digital printing as a service industry, and measure the price positioning by service quality, from a production-oriented industry to a production-oriented industry. Service industry. At the same time, it is important to recognize that services can create value and value, as well as extend value. In the current digital printing market, the differentiation of equipment is getting smaller and smaller. Customers no longer choose equipment as the standard for measuring enterprises. The real difference in competition comes from the service awareness derived from the management level of different enterprises, and the importance of correctly understanding the service. Starting from the details and doing more than the competition will lay an important foundation for the company to stand in the crisis and achieve longer-term development.
In addition, industrialization and scale are also an important trend in the development of the digital printing industry, and the market structure of polarization will become more and more obvious. Therefore, the correct analysis of the target market and customer base, digital printing companies using a professional, large-scale marketing model will perform better in the market competition in the crisis era.
Third, the development of digital printing needs to be considered
When the crisis comes to the forefront, we should think more about the problems in the digital printing industry. Only by clearly recognizing the problem and correcting it in time can we turn "crisis" into "machine" and continue to develop.
1. The digital printing application market is highly polarized
At present, the application of digital printing in China is in a state of polarization. At one end is the low-end market, where the investment in this market is relatively small, and most of the equipment used is a non-production digital press. Digital copiers, MFPs, etc., most of the print jobs are short black and white live, with a small amount of color work. The customer maps of these companies are cheap and fast, and the cheaper the better, the less color. This field not only has a lot of people, low labor costs, but also a lot of two mobile phones, the price war is quite fierce. The other end is the high-end market. The scale of investment in this market is relatively large. Most of the digital printing equipment used is a production-type digital printing machine. The printing is not only an ultra-short color printing, but also a lot of personalization. Change data to print color prints. Most of the customers of such digital printing companies are not cheap, but pay more attention to quality and service, and have high requirements for color and printing quality. In this field, the clients are served by advertising companies, architectural design institutes, clothing companies, pharmaceutical companies, publishing houses, etc. This market has been fiercely competitive in recent years, and prices have fallen.
2. The digital printing market is immature and the development between regions is uneven.
At present, the development of digital printing is relatively fast in Beijing, Shanghai, Guangzhou, Hangzhou, etc., while the northeast and northwest regions are developing slowly, which is determined by the difference in regional economic development level. In the backward areas, the conditions for digital printing services in IT, finance, advertising, packaging, and personalized publishing are still immature, and domestic demand is insufficient. It is difficult to make money in digital printing.
3. Digital printing companies need to think about problems
New corporate management philosophy
New management concepts, product innovation and innovation in service models. Most of the domestic digital printing companies have developed from digital fast-printing stores. Therefore, most enterprises lack complete and systematic corporate management concepts and systems, which limits the speed of development of enterprises. Enterprise management is not only to arrange all departments in an orderly manner, but also to deepen the internal resources and advantages of the enterprise. A single business can't just complete it on the surface, but should analyze it from a deeper level, so that it can develop from a single business to a long-term relationship with customers or expand other related businesses.
Therefore, while focusing on changes in the external market, internal management of the enterprise should receive sufficient attention. Digital printing enterprises should raise the internal management of enterprises to the primary position, establish a sound enterprise production process, and improve the management level of enterprises, so as to ensure that enterprises compete with those excellent enterprises in the long-term development.
Strengthen technical training and focus on talent reserve
The technical content of the printing industry's technology and equipment is constantly improving. It is very important for the company to have a stable and high-quality staff team, whether it is the color control in the printing process or the post-press surface treatment, etc. The requirements are very strict. The training of the printing captain has been valued by everyone, and the skills training of postpress operators is equally important.
Lack of talent is a common problem facing the entire digital printing industry. Digital printing companies not only lack professional technical talents, but also lack of comprehensive talents who can comprehensively use printing technology and comprehensively grasp the market and enterprise management at a higher level. On the one hand, there is a shortage of talents, on the other hand, the continuous loss of talents. Due to the rise of digital printing companies in recent years, the backbone of the company has often become the target of “hunting” by other companies, and the long time and cost of cultivating professional talents is very harmful to the enterprises that flow out of talents. Therefore, enterprises should pay attention to the reserve of talents while focusing on the cultivation and use of talents, and establish a long-term mechanism to retain talents.
Equipment investment based on the company's own strength
Digital printing enterprises should objectively understand the strengths and weaknesses of equipment when purchasing equipment, and select the most suitable equipment according to the company's own business model to avoid waste of resources. The equipment investment mentioned here refers not only to hardware, but also to software investments that are ignored by general digital printing companies but have an increasingly obvious role. From the successful experience abroad, the investment ratio of hardware and software should be basically maintained at the same level, and a considerable number of domestic enterprises often neglect the investment in software, which leads to the inability to fully utilize the production capacity of the equipment.
Strengthen international exchanges
China's digital printing started late, and there is still a big gap compared with foreign countries. Therefore, relevant experts and scholars from the world should be invited to exchange and cooperate with domestic colleagues in order to grasp the latest development trends and technology trends of the industry. Always stand at the forefront of technological development and grasp the correct technical route.