The demand of the commercial paper market is closely related to the growth rate of GDP, involving the national finance, civil affairs, finance, taxation, postal services, telecommunications, electricity, transportation and other fields, of which the demand of government departments and large enterprises accounts for 40% to 50%. At present, the annual output value of domestic commercial bill printing is 12-15 billion yuan, and the average annual output value will increase at a rate of about 15% to 20%.
At present, the average gross profit margin of the commercial paper printing industry is about 25%. Due to fierce market competition, the low-end bills and printed materials are gradually declining in gross profit margin, which is maintained at about 10%, and the profit margin is relatively small. High-end bill prints represented by anti-counterfeit commercial bills, computer thermal tickets, direct mail products, smart labels, etc., because of their high technological content, most of them have anti-counterfeiting and confidentiality requirements. The strict qualification restrictions make it possible to engage in such business The number of enterprises is small, so the added value is relatively large, and the product gross profit margin can reach 35% to 40%. The future of direct mail products? Statements, direct mail advertising letters ?, smart labels and lottery printing business development prospects are very promising.
1 Computer thermal ticket (lottery ticket)
Lottery tickets (computer thermal tickets) are a type of high-end commercial paper. Over the years, the printing of lottery tickets has the same strict rules and regulations as the printing of banknotes, and has very high quality requirements in plate making and anti-counterfeiting. For the purpose of product safety and confidentiality, the printing of sports lottery tickets and welfare lottery tickets is generally undertaken by designated printing houses that exclusively print securities, and some print the name and code of the printing manufacturer on the lottery ticket. There are currently 9 designated printing qualifications nationwide, including 3 sports lotteries (including Hongbo Printing) and 6 welfare lotteries. According to the data provided by the Commercial Paper Printing Branch of the China Printing Technology Association, Hongbo Printing, as a leader in the lottery printing subdivision industry, accounts for about 40% of the company's sports lottery printing business in the country's total sports color printing business.
In order to be in line with international standards, some manufacturers have set up joint ventures with French, Malaysian and other professional manufacturers to build a professional lottery printing factory with world-class standards. Some manufacturers use advanced technology and equipment from the Netherlands and other countries, and their scale and technology are the first in Asia. For example, Beijing Printing Factory No. 2 has printed 8 billion tickets of various lotteries since the first batch of trial lottery tickets was printed in 1988, accounting for 30% of the total issuance, and has developed traditional coupons, uncovered coupons and scratched coupons. Three series, dozens of varieties. In order to catch up with the advanced international lottery printing industry, they boldly introduced foreign advanced lottery production lines, computer-controlled automatic inkjet machines, and changed the manual imposition and plate-washing method operation techniques to random dark operation methods, which improved product coverage. The level avoids the pickability and regularity of the lottery in the production process, and achieves the goal of a lottery production quality error rate of "zero".
Microtext is a new anti-counterfeiting printing technology that has only appeared in recent years. The "Golden Monkey Sending Fortune-6" welfare lottery uses microtext technology. There are three curves in the "Golden Monkey Sending Fortune-6" welfare lottery play area, security area, and grouping number area. These curves are open from the previous ones. The appearance of the similar curves of the scratch-off welfare lottery looks very similar, but under a magnifying glass, they can clearly see their uniqueness-they are all written by the Chinese pinyin "zhongguofulicaipiao" of the "China Welfare Lottery" The first letter "zgflcp" is formed in a circular motion. The feature of microtext is that very small text or letters are used to form lines. This line is not much different from ordinary lines. Only under high magnifying glass or microscope can the content of the text or letters be seen. The appearance of microtext has rendered common counterfeiting methods such as high-precision copiers and scanners useless. Because, after copying and scanning, the "line" composed of the microtext becomes a real line, and the microtext can no longer be recognized. Welfare lottery adopts microtext technology, which increases the technology content of welfare lottery, improves the anti-counterfeiting performance of welfare lottery, and reduces the occurrence of forgery and alteration of winning welfare lottery, and further establishes the social image of integrity and benefit of China ’s welfare lottery Play a positive role in promoting.
The lottery ticket also has its own serial number, series, feature, etc. like a stamp. In the welfare lottery, both the "W coupon" (outside coupon) and the "N coupon" (internal coupon) are W coupons and N coupons. Use a sewing machine The suture is sealed (including the earliest "Dragon Ticket" series). The "DN coupons" (in-bag coupons) are issued in paper bags or plastic bags to seal a lottery ticket, and are dismantled or unpacked at the time of issuance. [next]
2 Smart Label
Smart label (SmartLabel) is also called radio frequency identification label (RFID), it is a high-tech product in the field of label, and now it has played an important role in product packaging, gradually replacing traditional product labels and barcodes. Smart label is a rookie in the field of label. It has the function of surpassing the traditional label. It is the crystallization of high-tech such as electronics and computer on label printing. Smart tags include radio frequency identification technology (RFID) electronic tags, concealed or public trademark protection indicators or sensors that prompt product status. The electronic tag is mainly composed of a chip and an antenna. The chip is mainly used to receive and transmit data. It is read by the wireless radio frequency signal sent by the reader. The reader is connected to the antenna and the computer network to form an electronic module. The special signal of the antenna is given to the electronic label in a specific area, and then the feedback information is processed and transmitted to the computer network, so that the manager can get the special information of the commodity.
Smart label related products have a wide application space in the fields of commodity production, storage, transportation, and sales inventory management. In Japan, Hitachi, Fujitsu, and Toppan Printing Co., Ltd. have produced and sold smart labels on a large scale. The 30 venues hosting the World Special Olympics competitions and performances in Shanghai, 96 hotels hosting Special Olympics athlete delegations, and 37 designated hospitals and numerous medical sites are equipped with "electronic access control" with card reading function . When a Special Olympics athlete enters the door, the entrance guard automatically recognizes his identity; if the athlete goes out again during a specific period of time such as a game or a break, the entrance guard will prompt the relevant staff to prevent the athlete from leaving the group alone. In recent years, China's smart label business has developed rapidly, and it is expected that it will grow at a rate of nearly 40% in the next few years. It is conservatively estimated that the total demand for smart labels in China will reach 5.5 billion in 2010. As technology improves, costs and prices fall, its development potential is huge, and the prospect is also very attractive. In the information society, the acquisition and processing of various kinds of information require fast and accurate. In the near future, RFID tag technology will penetrate into our lives and improve our lives just like other identification technologies. The scale of China's RFID market in 2004-09 is shown in Figure 1.
According to expert predictions: At present, the production of such smart tags is growing at a high speed. The market in Europe has reached more than 7 billion US dollars in 2006 and is growing at a rate of about 40% per year. Reaching more than 20 billion, by then, the retail industry will fully popularize the application of RF3D smart tags. The global RFID market will reach US $ 300 billion in 2010. By 2015, the world is expected to need 1 trillion RF standard blocks each year, 99% of which are in the form of tags.
Another major market for smart tags is in diagnostic applications. For example, on some devices that show changes in temperature, pressure, light, and humidity, and devices that detect the presence of viruses, bacteria, and gases. Some photochromic or thermochromic inks have been developed. The color of these inks will change when subjected to light treatment, disinfection or curing treatment. In hospitals, such ink-printed labels can be used to check the cleanliness of the disinfection of medical appliances and equipment.
The new business of printed electronics is not only a revolution in the printing industry, but also a revolution in the electronics industry. The emergence of smart labels will bring higher gold content to traditional label printing. The chip layer of smart labels can be encapsulated and printed with materials such as paper, PE, PET and even textiles to make stickers, paper cards, hang tags or other types of labels. The chip is the key to the smart label. It is determined by its special structure and cannot withstand the pressure of the printing machine. Therefore, in addition to inkjet printing, the process of printing the surface layer first, then compounding with the chip layer and die cutting is generally used.
Printing is mainly based on screen printing. In smart label printing, conductive ink is used, and the better screen for printing conductive ink is nickel foil perforated screen. It is a high-tech wire mesh. It is not a wire mesh woven from ordinary metal or nylon wire, but a nickel foil drilled foil mesh. The mesh is hexagonal, and it can also be made into a circle by electrolytic forming. Hole shape. Conductive ink is a special ink. It can add conductive carrier to UV ink, flexographic water-based ink or special offset printing ink to make the ink conductive. In smart label printing, conductive ink is mainly used to print RFID antennas, replacing traditional metal antennas made by foil pressing or etching.
There are still many technical obstacles to the application of conductive inks. Some obstacles are not the ink itself, but the printing problem. The more intelligent the ink, the more difficult it is to print with them. For example, printing with heat-sensitive inks used in low-temperature environments is very difficult because they must be printed in room-temperature environments. Another issue is cost. In the past ten years, the average selling price of an RFID tag has dropped from US $ 100 to US $ 1, and is expected to drop to a lower level, when it will be more competitive than electronic sheets. [next]
3 Anti-counterfeit commercial paper
The commercial paper printing industry is a special industrial sector in the printing industry. The products produced are mainly social commodities-paper money, various bonds, promissory notes, checks, stamps, airline tickets, labels, trademarks and various Securities, etc. The commercial paper printing industry has a relatively small capacity and rapid development. The main customers of commercial paper are concentrated in the fields of finance, taxation and commercial circulation, of which 40% -50% of the demand comes from government departments.
After nearly 10 years of steady development, China's commercial bill printing industry has developed greatly in terms of number and scale. So far, there are more than 1,200 companies in the commercial paper printing industry, with businesses covering postal, telecommunications, railways, banking, industry and commerce, taxation, finance, insurance, securities, circulation and other related industries. Of professional commercial paper printing enterprises have formed an industry with an output value of 14 to 17 billion yuan.
1) Technical barriers
According to the technical content of the product, commercial paper is divided into low-tech bills? Such as deposit and withdrawal certificates, ordinary invoices, etc. and high-tech bills? Such as anti-counterfeit bills, self-adhesive labels, data processing printing and other high-end bill prints? At present, the new technologies being developed in the bill printing industry mainly include combination printing, ultra-long printing and variable data printing. For different products, the degree of competition is different. China's current low-end product printing capacity is excessive, and the high-end product printing capacity is insufficient. This can be confirmed from different gross profit levels in the industry.
The country has different qualification requirements for different types of commercial bill printing enterprises: most high-end bills have anti-counterfeiting and confidentiality requirements, and stricter qualification restrictions make the number of enterprises that can currently engage in such businesses less. Basically, there are one or two printing companies engaged in this type of business in each province, and their business is limited to this province. There are only more than 10 companies that can engage in business across the country. At the same time, enterprises and institutions with these anti-counterfeiting printing needs basically have the need for data confidentiality, so cooperation with printing companies is generally relatively fixed, which also brings higher barriers to new entrants from the customer side.
With the formulation, trial implementation and popularization of tax invoice reform policies, the printing of new royalty-controlled invoices has become the focus of attention in the bill printing industry. Since Beijing took the lead in launching new invoices, many provinces and municipalities have required the use of new invoices. This not only brings new business ideas to bill printing companies, but also gives some places or enterprises due to the lack of technology and production for printing new invoices Ability brings new problems. For some small and medium-sized bill printing enterprises, the equipment and technology may have certain limitations; for large printing enterprises with stronger strength, they can adapt to this change, come up with some new and difficult products, and actively It is easy to seize opportunities when responding to changes in an effective manner. Whether it is technical strength or equipment conditions, the invoice reform will undoubtedly bring a comprehensive technical upgrade to the bill printing enterprises.
2) There is a problem
The geographical development of commercial paper printing in China is uneven. Large and medium-sized cities with more developed economies have many types of commercial paper, involving a wide range and relatively large amounts. In addition to general paper media bills, special bills such as magnetic cards and smart cards, computer bills, carbon-free copying and other new bills are used more often. And generally. In areas where economic development is relatively lagging behind, there are fewer types of commercial paper applications, and paper paper bills are more than special bills, single bills are more than computer invoices, and ordinary paper bills are more than carbonless carbon paper bills.
At present, the market share of imported equipment for commercial paper printing equipment is relatively high. The equipment of bill printing manufacturers, especially all kinds of card-making equipment and technology, are almost all introduced. Most domestic commercial bill printing equipment manufacturers start with joint ventures or the introduction of foreign technology imitation. Some have formed mass production capacity and better performance, but the price is only about 60% of similar foreign products. It may also be a future generation of equipment for bill printing manufacturers. Important options.
In the field of bill printing and application, especially in the field of low-end bills, the technology has poor exclusiveness and uniqueness, is easy to forge, and the core technology is easy to leak. It can only be satisfied with the authenticity of the product and the normal cost of anti-counterfeiting identification is passed on to Consumers etc. The technology is slow to update and the randomness is poor. It can play a role in anti-counterfeiting in a short period of time, but it is quickly deciphered and used by illegal molecules. Typical ones are laser anti-counterfeiting, fake and inferior products also use laser anti-counterfeiting technology; anti-counterfeiting market is chaotic, and some seem novel The low-performance anti-counterfeiting products use low prices as bait, which is easy to be deceived, and this low-level anti-counterfeiting logo is also easy to be counterfeited in a short time.
3) Future prospects
China's commercial bill printing industry is currently in a period of transition from traditional printing to modern printing. The gradual decline in the traditional bill printing market has slowed the industry's growth rate since 2004. However, with the deepening of government administrative reforms and the rapid development of computer bill printing business, the modern bill printing market will rise rapidly. According to the 11th Five-Year Plan of China's printing industry, the average annual output value of the bill printing industry is expected to increase at a rate of about 15%, slightly higher than the average growth rate of the national printing industry.
Affected by computers and e-commerce, the demand for commercial paper in the major international printing markets has decreased accordingly. After the rapid development of the United States, Germany, Japan, and Hong Kong, which are known as the world's four largest printing centers, the overall commercial paper has tended to stagnate. Even negative growth. However, compared with these countries, their commercial bill printing market is quite mature, and China's commercial bill printing industry is currently in a different industrial environment and development stage. The product structure and market scale of bill printing in China are far from mature. We believe that with the development of China's economy, China's bill printing will still be in a stage of rapid development for a considerable period of time.
Japan ’s current commercial paper market has a capacity of more than 30 billion yuan and more than 2,000 production lines, while China currently has only more than 400 production lines, with a market capacity of less than 15 billion. Compared with the international market, China's commercial paper printing market has more room for the future. [next]
4 Direct mail service
Direct mail (Direct Mail) is to communicate directly with the recipient by mail, to achieve the purpose of promoting products or providing services. It is a one-to-one marketing method that is measurable, interactive, accurate and free from Features such as time and place restrictions. The purpose of direct mail is to maximize sales and improve performance. The characteristics of direct mail are "direct and fast", which also has the advantages of low cost and high awareness, and provides a good carrier for businesses to promote their own images and products.
As an industrial chain, direct mail includes database creation and data analysis by the pre-IT department, planning and design of direct mail products to publishing houses or advertising companies, printing and packaging to the printing link, and finally reaching customers through delivery. . The application of digital technology in the direct mail industry chain has become the driving force for the development of direct mail services. As end users increasingly emphasize their personalities, the requirements for print quality are increasing, which promotes the popularization and application of digital technology and also brings room for market development for printing companies.
In recent years, China's direct mail business has grown at an annual rate of about 60%. The rapid development of direct mail printing in China is not only reflected in the rapid progress in quantity, but also in the personalized trend of direct mail printing. Although personalized direct mail prints do not currently have a large market share in China, with the continued subdivision of merchant customer bases, the market for short-form, variable-data prints will become larger and larger.
At present, there are still many problems in the development of direct mail in China. The reason is mainly due to marketing habits. First, there is no special database, and second, the coverage of the database is not wide enough, so the unit cost cannot be reduced, directly endangering the development of direct mail business in China. With the development of the commercial bill printing industry and the service level of banks, telecommunications, insurance and other industries in line with international standards, bill printing and direct mail services will have a lot of room for development.
The high-end commercial paper printing industry because its downstream is often customers such as government departments, banks, telecommunications companies, etc., has higher requirements for printing companies, in particular, it needs to be able to meet the requirements of stability, timeliness and personalized customization. Therefore, the industry has greater barriers to entry. The barriers are mainly concentrated in three aspects: one is the printing qualification license; the second is the cooperation market of high-end printing key customers is relatively stable and exclusive; the third is that the threshold of professional technology is too high. At present, there are more than 1,200 domestic enterprises engaged in commercial bill printing, and there are only more than 10 domestic printing enterprises that can undertake nationwide business.
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