I. Personalized Printing — Finding a Profit Zone
According to statistics, personalized printing companies accounted for 8% of all printing companies in the United States in 1997. By 2010, this proportion will increase to 20%. At the same time, its annual sales will reach US$9.4 billion. It should be said that this Is not a small market.
Although China's personalized printing market has not yet had relatively accurate statistics, it can be found by simply calculating a single account. The huge market potential and tempting input-output ratio of personalized printing are tempting. Take Beijing as an example. In 1998, there were 84,000 new couples in Beijing who tied their knots. If one-third of them wanted new personalized invitations, the amount of each pair was 50, and the total amount was 1.4 million. According to figures disclosed by certain industry figures, each of the gross profit is 4 yuan. This is only a marriage invitation. The annual market capacity of personalized printing is 7 million yuan, and gross profit is 5.6 million. Another example is that in 1998, there were nearly 100,000 units of various types in Beijing. If half of them need to print products or other promotional materials, the average number is 50, and each one has 10 pages. The total output is 25 million copies. Calculating the price, the market's capacity is 125 million yuan, gross profit of 100 million yuan. If you consider many other businesses, such as industry tenders, publishing books, proofing, recipes, etc., the market capacity of personalized printing is limitless.
Second, personalized printing --- roads need to be cleared
Although most people in the industry are optimistic about the future of personalized printing, as a new form of printing, it has developed slowly in recent years. According to relevant information, more than 20 enterprises in China have joined the on-demand printing, but the operation has not yet reached the optimal status, and one-third of them are in losses.
In China, there are two main obstacles to the development of personalized printing. First, the personalized printing market has not yet been formed, and the scale and demand are too small, which has not attracted enough attention. Second, the cost of personalizing printing is too high. Specifically, we must take into account the affordability of enterprises, select equipment that suits the actual situation of the enterprise, and pay attention to the cultivation of high-quality personnel under the training of personnel. The team of individualized printing employees must strengthen the development of domestic consumables and reduce the cost of engaging in personalized printing.
There have been foreign printing experts in the evaluation of the Chinese printing market, pointing out that China is a price-oriented market. The expensive price of digital printing equipment has become an important factor that has hindered Chinese printers from entering individualized printing.
On the other hand, for a long time, due to the influence of traditional printing concepts, most people have formed a deep-rooted idea that printing can only do large-volume business, and do not know that the development of printing technology has already made personalized printing a reality. . Of course, many people still do not realize that personalized printing is also a profitable point. There are devices that can engage in personalized printing, such as the HP Ia se r Je 8500, but only use them as ancillary devices. Develop personalized printing business.
Third, personalized printing --- bright future
Fortunately, with the continuous development of the entire society and digital printing technology, some obstacles to the development of personalized printing in China are gradually being eliminated.
In terms of technology, the introduction of a moderately priced series of laser printers represented by Hewlett-Packard's products has made it possible to completely eliminate price barriers that are hindering the development of personalized printing in China. Because of the current consumption level and market environment, large-scale digital printing equipment is still out of reach for most Chinese due to its expensive price. It is based on this understanding that HP has developed HP Ia se r. Je t8500 series printer. According to Wang Lei, a manager of the Beijing Friendship Printing Service Co., Ltd., who has used the machine to perform personalized printing, the device is close to a digital press in terms of speed, format, and precision, and it also has a prominent advantage that it is cheap. , The entire configuration is less than 80,000, investment recovery is short in the same period, more suitable for personalized printing.
On the other hand, people's ideas have also undergone gratifying changes in the level of social recognition. According to relevant information, at the beginning of 1997, Shanghai had its first personal postcard. Personalized invitations and calendars have entered the lives of ordinary people unconsciously. As for many industrial and commercial enterprises, due to business needs, the demand for personalized printing is also urgent. Take Beijing Youyi Printing Service Company as an example. Since the company opened its business in July last year, it has not only withdrew its entire investment, but also purchased new computers and other equipment.
Obviously, personalized printing is gradually growing. The key now is to have more people in the industry and printing companies invest in it, add momentum to personalized printing, turn the potential market into a real industry, and open up a new profit point for themselves.
According to statistics, personalized printing companies accounted for 8% of all printing companies in the United States in 1997. By 2010, this proportion will increase to 20%. At the same time, its annual sales will reach US$9.4 billion. It should be said that this Is not a small market.
Although China's personalized printing market has not yet had relatively accurate statistics, it can be found by simply calculating a single account. The huge market potential and tempting input-output ratio of personalized printing are tempting. Take Beijing as an example. In 1998, there were 84,000 new couples in Beijing who tied their knots. If one-third of them wanted new personalized invitations, the amount of each pair was 50, and the total amount was 1.4 million. According to figures disclosed by certain industry figures, each of the gross profit is 4 yuan. This is only a marriage invitation. The annual market capacity of personalized printing is 7 million yuan, and gross profit is 5.6 million. Another example is that in 1998, there were nearly 100,000 units of various types in Beijing. If half of them need to print products or other promotional materials, the average number is 50, and each one has 10 pages. The total output is 25 million copies. Calculating the price, the market's capacity is 125 million yuan, gross profit of 100 million yuan. If you consider many other businesses, such as industry tenders, publishing books, proofing, recipes, etc., the market capacity of personalized printing is limitless.
Second, personalized printing --- roads need to be cleared
Although most people in the industry are optimistic about the future of personalized printing, as a new form of printing, it has developed slowly in recent years. According to relevant information, more than 20 enterprises in China have joined the on-demand printing, but the operation has not yet reached the optimal status, and one-third of them are in losses.
In China, there are two main obstacles to the development of personalized printing. First, the personalized printing market has not yet been formed, and the scale and demand are too small, which has not attracted enough attention. Second, the cost of personalizing printing is too high. Specifically, we must take into account the affordability of enterprises, select equipment that suits the actual situation of the enterprise, and pay attention to the cultivation of high-quality personnel under the training of personnel. The team of individualized printing employees must strengthen the development of domestic consumables and reduce the cost of engaging in personalized printing.
There have been foreign printing experts in the evaluation of the Chinese printing market, pointing out that China is a price-oriented market. The expensive price of digital printing equipment has become an important factor that has hindered Chinese printers from entering individualized printing.
On the other hand, for a long time, due to the influence of traditional printing concepts, most people have formed a deep-rooted idea that printing can only do large-volume business, and do not know that the development of printing technology has already made personalized printing a reality. . Of course, many people still do not realize that personalized printing is also a profitable point. There are devices that can engage in personalized printing, such as the HP Ia se r Je 8500, but only use them as ancillary devices. Develop personalized printing business.
Third, personalized printing --- bright future
Fortunately, with the continuous development of the entire society and digital printing technology, some obstacles to the development of personalized printing in China are gradually being eliminated.
In terms of technology, the introduction of a moderately priced series of laser printers represented by Hewlett-Packard's products has made it possible to completely eliminate price barriers that are hindering the development of personalized printing in China. Because of the current consumption level and market environment, large-scale digital printing equipment is still out of reach for most Chinese due to its expensive price. It is based on this understanding that HP has developed HP Ia se r. Je t8500 series printer. According to Wang Lei, a manager of the Beijing Friendship Printing Service Co., Ltd., who has used the machine to perform personalized printing, the device is close to a digital press in terms of speed, format, and precision, and it also has a prominent advantage that it is cheap. , The entire configuration is less than 80,000, investment recovery is short in the same period, more suitable for personalized printing.
On the other hand, people's ideas have also undergone gratifying changes in the level of social recognition. According to relevant information, at the beginning of 1997, Shanghai had its first personal postcard. Personalized invitations and calendars have entered the lives of ordinary people unconsciously. As for many industrial and commercial enterprises, due to business needs, the demand for personalized printing is also urgent. Take Beijing Youyi Printing Service Company as an example. Since the company opened its business in July last year, it has not only withdrew its entire investment, but also purchased new computers and other equipment.
Obviously, personalized printing is gradually growing. The key now is to have more people in the industry and printing companies invest in it, add momentum to personalized printing, turn the potential market into a real industry, and open up a new profit point for themselves.
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