The printing method is not important, the business model is important
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Mr. Lü Lizhe published an article on "Digital, offset who is afraid of who" the day before, pointing out that digital printer suppliers themselves are in a predicament of oversupply, because the market has not appeared and feels good, and they boast to replace offset printing. The offset printing industry is full of people's hearts. In fact, the offset printing factory is still facing the competition of digitalization and efficiency.
After reading this article, we will reflect on our attention to drupa2012 from the perspective of the media, whether the attention to digital is overheated. As Mr. Lü Lizhe mentioned in the article, the volume of digital printing equipment that is most concerned about is not very large. After the show, the report pointed out that Landa nano digital printing equipment has received a lot of attention at the exhibition, but only two deals were concluded. protocol. In contrast, during the half-way of the show, KBA has more than 60 orders for equipment, and the bankruptcy of the Manroland Rotary Company (excluding single-sheet equipment) has an order value of more than 70 million Euros. . Although Heidelberg has not released relevant data, it believes that the order amount is not inferior because it occupies the home advantage of a museum and the comprehensive product line from prepress to postpress.
It is true that we must see that today's printing industry is an industry that needs to constantly seek reforms and breakthroughs. It is an industry that is experiencing multiple stimulations, and business in many areas is shrinking or shrinking. The decline in the number of visitors to drupa2012 also confirms this reality. The organizers have repeatedly stressed that the high-quality audience is the company's CEO, but many facts cannot be avoided.
It is no exaggeration to say that for those of us who are concerned about drupa on the sidelines, drupa has covered the aura of digital printing from the beginning, and even bluntly said that it was covered with Randa Nano Digital. Printed aura. However, we must see that this drupa is not Drupa of Randa Nano, not just drupa digitally printed. Digital printing is not the savior of the now-faced printing industry.
As Mr. Lülicher listed in the article: From the current situation, the business of digital printing affecting offset printing is almost zero.
Drupa is still showing us a diverse printing industry, which is moving towards automation, humanization, IT, digitalization, etc. It is in digital workflow, value-added printing, large format printing, functional printing and printed electronics. There are contents to be explored in terms of innovative products. The author believes that Drupa tells us that the signal should be that the future printing industry will be a more integrated printing industry, the integration of different printing methods and the integration of different modern technologies.
And what really makes printing companies turn safe, I think it should be mentioned by many people: business model. The printing industry under the influence of the financial crisis, the European debt crisis, the digital wave and many other factors has been looking for new business models. In line with the new business model, it is a printing device and technology that conforms to the development trend. Including digital printing equipment and technology.
At Drupa, many printing equipment suppliers have proposed new solutions. Some of these solutions have effectively shortened the preparation time. Some use digital printing combined with traditional printing methods, and some offer new work efficiency. The concept, in fact, all of these proposals can be seen as adapting to the new market environment and seeking new business models.
There is a noun called “mimetic environment”, which means that the information environment formed by communication activities is not a mirror-like reproduction of the objective environment, but the media has been re-structured through the selection, processing and reporting of news and information. The environment that is presented to people. Most of the media have a specific tendency, so the "mimic environment" is not a reproduction of the objective environment, but a "symbolic environment." To mention this term, in the report of the printing media on the digital printing and Landa technology indiscriminately, the printing session colleagues must polish their eyes and recognize the true needs of enterprise development.
We must admit that after drupa2012, digital printing has shown great vitality. It is even possible that at the drupa exhibition four years later, digital printing will also launch the main display stand like today's CTP. A new technology to do the supporting role. It can be said that printing companies that do not pay attention to digital printing have already gone out, but we can also say with certainty that it is not acceptable to only pay attention to digital printing.
In fact, it is very simple. For the future development of printing companies, the printing method is not the most important. What kind of business model is the key.