Second, digital printing development is a long way to go
There are many investors in the digital printing industry, and the level of investors and business ideas are not the same. Therefore, there are still several bottlenecks in the development of the digital printing industry in China.
1. The market share of digital printing needs to be enlarged, and the penetration ability needs to be enhanced
Relevant data show that in the international market, digital printing accounted for 10% to 12% of the print market in 2004, of which outdoor advertising accounted for 20% to 25%, and business and publishing accounted for 18% to 23%. Printing accounts for 1% to 2%, packaging printing accounts for 0.5% to 1%, and special products account for 1%. Domestically, in the huge printing market, the share of digital printing is very small, and it has not penetrated into various fields like foreign countries.
Nowadays, some domestic traditional printing companies have begun to pay attention to the introduction of digital printing technologies. For example, China Business has established a rapid printing center, purchased several digital printing equipment, used digital printing machines to print bills, direct mail envelopes and promotional materials for banks. Provide sample books for the library. However, the main users of domestic digital printing are still concentrated in digital fast printing shops. In the fields of large-scale enterprises, government departments, finance, telecommunications, etc., the advantages of digital printing have not been effectively brought into play. The new fields of digital printing applications are waiting for us. Go to development.
2. A single product, price war makes some investors go home
Although some investors with long-term development vision are aware of the importance of products and technologies in market competition, the proportion of these companies is still very small. Most digital printing investors do not seek innovation and rely too much on a single product. When the development of the industries they serve is limited, they are also defeated. The most vivid example is the digital quick print shop. In 2004, the state imposed macro-control on large-scale construction projects. As a result, the document demand for the architectural design industry also shrank. This has caused many digital express printing shops that provide tender documents for architectural design institutes to suffer and the business volume has dropped dramatically. In order to compete for this smaller and smaller market cake, the price war is filled with smoke, not only disturbing the entire market order, but also causing themselves to fall into it, unable to withdraw, and some even do not go on, and finally only to withdraw.
At present, the application of digital printing is mainly focused on on-demand and short-run printing, and applications such as variable data bill printing that can better embody the value of digital printing, personalized printing with customizable content, direct mail printing, and digital security ticket printing are still in use. Boot phase. On-demand publishing has begun to move into production-oriented operations. However, for domestic book publishing markets of more than 100,000 kinds each year, on-demand books are still rare.
3. Regional development is uneven and the market needs to nurture
Looking at the overall domestic digital printing market, we can find that many companies in Beijing, Shanghai, Guangzhou, Hangzhou and other cities have achieved outstanding performance in digital printing, and some have opened several chain stores in different cities. However, in the northeast and western regions, not only the number of companies but also the scale is small. It is true that this is closely related to the economic development of the region. However, as a service industry, people's needs often require inspiration and excavation. The digital printing market needs to be nurtured. It is necessary to do a market concept first, constantly study the market demand and dynamics, and stimulate demand to create a market. Investors in digital printing must first think clearly about where their customer base is before investing, and then add the right equipment to their target customers and open up their markets with specialty services.
4. Related laws and related supporting technologies need to be followed up
Digital printing as a service industry is highly dependent on relevant laws and related technologies. For example, publishing on demand has a very broad prospect for a publishing country like us. But because it is still a new topic, laws and regulations related to on-demand publishing have not yet been developed. The current publishing system in China implements an auditing system. The first thing to do is to start a project on the topic of a book. If a book is printed in dozens or so, it is very difficult to pass the project. The problem of the book number cannot be solved and the book cannot be published.
The feature of digital printing has a feature of being able to print in the field of variable data printing, but the database necessary for variable data printing has not been given due attention in our country. The database management awareness of the enterprise is weak, and the database application has not been applied. To day-to-day customer management, variable data printing lacks upstream resources and cannot really play its role.
The prospects for the development of digital printing in China are very broad. Despite the unbalanced development of the region, the market has just developed a part of it, and some related auxiliary projects have yet to be broken. However, we have made such progress in the beginning of the digital printing era. We should have digital printing. The future is more confident.
(to be continued)
There are many investors in the digital printing industry, and the level of investors and business ideas are not the same. Therefore, there are still several bottlenecks in the development of the digital printing industry in China.
1. The market share of digital printing needs to be enlarged, and the penetration ability needs to be enhanced
Relevant data show that in the international market, digital printing accounted for 10% to 12% of the print market in 2004, of which outdoor advertising accounted for 20% to 25%, and business and publishing accounted for 18% to 23%. Printing accounts for 1% to 2%, packaging printing accounts for 0.5% to 1%, and special products account for 1%. Domestically, in the huge printing market, the share of digital printing is very small, and it has not penetrated into various fields like foreign countries.
Nowadays, some domestic traditional printing companies have begun to pay attention to the introduction of digital printing technologies. For example, China Business has established a rapid printing center, purchased several digital printing equipment, used digital printing machines to print bills, direct mail envelopes and promotional materials for banks. Provide sample books for the library. However, the main users of domestic digital printing are still concentrated in digital fast printing shops. In the fields of large-scale enterprises, government departments, finance, telecommunications, etc., the advantages of digital printing have not been effectively brought into play. The new fields of digital printing applications are waiting for us. Go to development.
2. A single product, price war makes some investors go home
Although some investors with long-term development vision are aware of the importance of products and technologies in market competition, the proportion of these companies is still very small. Most digital printing investors do not seek innovation and rely too much on a single product. When the development of the industries they serve is limited, they are also defeated. The most vivid example is the digital quick print shop. In 2004, the state imposed macro-control on large-scale construction projects. As a result, the document demand for the architectural design industry also shrank. This has caused many digital express printing shops that provide tender documents for architectural design institutes to suffer and the business volume has dropped dramatically. In order to compete for this smaller and smaller market cake, the price war is filled with smoke, not only disturbing the entire market order, but also causing themselves to fall into it, unable to withdraw, and some even do not go on, and finally only to withdraw.
At present, the application of digital printing is mainly focused on on-demand and short-run printing, and applications such as variable data bill printing that can better embody the value of digital printing, personalized printing with customizable content, direct mail printing, and digital security ticket printing are still in use. Boot phase. On-demand publishing has begun to move into production-oriented operations. However, for domestic book publishing markets of more than 100,000 kinds each year, on-demand books are still rare.
3. Regional development is uneven and the market needs to nurture
Looking at the overall domestic digital printing market, we can find that many companies in Beijing, Shanghai, Guangzhou, Hangzhou and other cities have achieved outstanding performance in digital printing, and some have opened several chain stores in different cities. However, in the northeast and western regions, not only the number of companies but also the scale is small. It is true that this is closely related to the economic development of the region. However, as a service industry, people's needs often require inspiration and excavation. The digital printing market needs to be nurtured. It is necessary to do a market concept first, constantly study the market demand and dynamics, and stimulate demand to create a market. Investors in digital printing must first think clearly about where their customer base is before investing, and then add the right equipment to their target customers and open up their markets with specialty services.
4. Related laws and related supporting technologies need to be followed up
Digital printing as a service industry is highly dependent on relevant laws and related technologies. For example, publishing on demand has a very broad prospect for a publishing country like us. But because it is still a new topic, laws and regulations related to on-demand publishing have not yet been developed. The current publishing system in China implements an auditing system. The first thing to do is to start a project on the topic of a book. If a book is printed in dozens or so, it is very difficult to pass the project. The problem of the book number cannot be solved and the book cannot be published.
The feature of digital printing has a feature of being able to print in the field of variable data printing, but the database necessary for variable data printing has not been given due attention in our country. The database management awareness of the enterprise is weak, and the database application has not been applied. To day-to-day customer management, variable data printing lacks upstream resources and cannot really play its role.
The prospects for the development of digital printing in China are very broad. Despite the unbalanced development of the region, the market has just developed a part of it, and some related auxiliary projects have yet to be broken. However, we have made such progress in the beginning of the digital printing era. We should have digital printing. The future is more confident.
(to be continued)
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