Current situation and development of the hottest d

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Current situation and development of China's digital printing market (2)

IV. factors affecting the development of China's digital printing

1) unclear market positioning

there are many digital printing operators, focusing on the "short version" market that competes with traditional printing in small quantities and fixed graphics. The price and labor cost of small offset printing machines in China are very cheap. The balance point between traditional printing and digital printing is lower than that of the internationally used 1000 copies. It is even economical to use digital printing machines for printing less than 500 copies. Therefore, such a positioning cannot give play to the advantages of variable and fast digital printing

2) there is still a certain gap in printing quality

due to the different color gamut between the toner and liquid ink currently used in the digital printing machine and the printing ink, as well as the structure of the digital printing machine, for some customers, the printing color of digital printing is too bright, and the detail performance ability of clarity, dark tone and high tone is not as good as that of traditional printing. In terms of spot color reproduction, traditional printing is better than digital printing. In addition, because toner and liquid ink have special requirements for media, the substrate range of digital printing is relatively narrower than that of traditional printing. However, with the progress and development of technology, the gap in printing quality is obviously narrowing. NExpress launched by Heidelberg and Kodak can almost compete with offset printing quality; The iGen3 launched by Fuji Xerox can be compared with offset printing quality. However, Fuji Xerox iGen3 has no plans to enter China in the near future

3) the price, especially the price of consumables, is on the high side

since digital printing machines currently use inks and paper produced or designated by various equipment manufacturers, the high cost of digital printing is the main factor hindering its development. In terms of quantity, the current digital printing in China is far less than 5% of the total market, and most of it is monochrome printing. Digital printing, especially color digital printing, can only be used as a special service, and is defined as a business plan to persuade customers to pay for their high prices

4) the combination development of digital printing technology with variable data processing software and database needs to be expanded

5) the technical level of employees is still relatively low

6) there are still deficiencies in the construction of the selective workflow of the electronic tensile testing machine in the overall establishment plan of the flexible packaging implementation room

v. suggestions for Chinese digital printing practitioners

1 Seize market opportunities and identify market positioning

1) China's sustained economic development is increasingly closely linked with the world economy, and the demand for digital printing is growing steadily. World famous multinational enterprises have entered China one after another. These multinational companies will carry out document requirements and management in accordance with international practices. Each company hopes to minimize the cost of storage and transportation, and document outsourcing services show a growing trend. For example, the technology level of multinational or domestic production enterprises in a few products is not comparable with that of international enterprises. As the world's largest information management software and service provider, Oracle makes global product training materials at its headquarters, then stores the documents on the web server, provides them to certified digital printers around the world, prints them as needed, and sends them to local branches, In China, Oracle also adopts this form for on-demand printing

2) new books and small batch reprinted books in the publishing industry increased steadily

China's book publishing industry is a stable growth industry, with the number of books published increasing from 143000 in 2000 to nearly 200000 in 2003. With the increase of new works and small batch reprinted books, the growth prospect of on-demand printing is very large

3) personalized direct mail business letters in insurance, finance, securities, postal and other industries have developed rapidly

with the gradual opening of the Chinese market to the outside world, competition in various industries is fierce. In order to adapt to market competition, the business mode of insurance, finance, securities, post and other industries is changing rapidly, various bills show an increasingly strong personalized tendency, and the demand for personalized direct mail is expanding

4) the 2008 Olympic Games will bring about the development of related industries

the 2008 Olympic Games will bring many opportunities not only to Beijing, but also to China. For example, the construction of infrastructure supporting the Olympic Games will bring prosperity to the construction industry, and the development of culture, communication, service and other industries is self-evident. At the same time, it will also bring great business opportunities to digital printing

2. Make use of the characteristics of digital printing to develop the market

1) combine with the manufacturing industry, such as making use of the characteristics of the IT industry, which has a large variety of products and quick update of product manuals, to provide printing services

2) use personalized printing materials to promote products. Digital printing can be used as a means to improve the company's revenue and enhance communication with customers. For example, automobile manufacturing and real estate companies can use digital printing technology to customize personalized publicity materials and carry out one-to-one publicity according to the situation of potential customers, so as to achieve the purpose of attracting customers

3) printing of personalized consumer goods, such as printing personal essays, personalized postcards, invitations, calendars, stamps, etc

4) education and training materials, such as handouts, papers, training manuals, certificate production, etc

5) personalization mainly designs fixture packaging and printing according to the shape and material of the sample

6) anti counterfeiting printing

7) proofing

3. Find a reasonable business model of digital printing

1) fast printing store model: highlight the characteristics, build in or near the college, construction industry, CBD business district, and should develop in the direction of chain

2) large enterprises build their own digital printing centers, such as Lenovo, China Post, etc

3) the publishing group set up a digital printing center

4) traditional printing enterprises increase digital printing projects

4. Technology and development mode that should be paid attention to

1) network technology and database technology are ready for remote printing and control

2) personalized post press binding equipment

3) customer relationship management (CRM) and supplier relationship management (SRM) systems

4) cross media publishing technology

VI. efforts and promotion of China Printing Group

1 In order to promote the healthy development of the digital printing market, China's first professional journal for the digital printing industry, digital printing, was born in 2002. It focuses on the development of digital printing at home and abroad, tracks the latest technology of digital printing, reports the focus of the industry, and is widely praised by readers

2. Set up a digital printing R & D center

the digital printing R & D center established in cooperation with Fuji Xerox and other companies is about to open. The center integrates production, training, demonstration, research and development, and technology promotion, which will effectively promote the development of digital printing

3. Establish an industry association

establish an industry association for the digital printing industry in China. The purpose of establishing an industry association is to help industry friends communicate with each other and discuss development. In the early stage, the industry association will carry out the following work

1) ensure the healthy development of the industry and reasonable profit margin

at present, in China and even the world, the profit margin of digital printing can be seen when the impact experimental machine is unloaded, but the signs of low-cost and low-quality competition have been highlighted. Therefore, it is an urgent task for the digital printing industry to establish a standardized and healthy industry development model at the beginning of industry development, which is also the work that the association will do

2) carry out extensive technical exchanges

in view of the flexibility of digital printing and the leaping development of China's digital printing market, on how to select appropriate digital printing equipment and business mode, and how to carry out reasonable technical updates (especially some practitioners who entered the fast printing market from the past copying industry have no pre press PDF and postscript experience) How to hire and manage new professionals and other issues for extensive exchange and communication

3) build an exchange platform between domestic and international digital printing practitioners

China's digital printing started late, and there is still a big gap compared with foreign countries. Therefore, the Association invites relevant international experts and scholars to communicate and cooperate with domestic colleagues to master the latest development trends and technical trends of the industry

although China's digital printing still has such problems, we should correctly estimate the development prospects. We have seen the spring of digital printing. China Printing Group is willing to work hard with friends at home and abroad, cooperate in various ways, promote the healthy development of the digital printing market, and create the autumn of digital printing harvest with you

information source: Printing Technology

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