In foreign countries, digital printing is commonly used to print reports, customer catalogs, corporate albums, business printing, and a small number of books, such as letters, business cards, covers, brochures, and CD sets; small packaging with medicines, health supplies, and gifts Packaging: It can be used for proofing, promotion, test distribution, etc. It can also print wallpaper, waist line and lace paper. Digital printing is the supplement and improvement of traditional printing. Digital printing is not only printing, but also includes more value-added content.
Personalized direct mail advertising with variable data printing can increase the response rate of target users by 34%, increase the repeat order rate of customers by 48%, increase the average number of orders by 25%, and accelerate the response time of target customers by 35%. Sales and profit growth 32 %. It is precisely because of the promotion of variable data printing in sales that more and more industries and enterprise users choose digital printing.
Digital printing has also received the attention of the logistics industry, and the logistics industry and the express printing service industry have been closely integrated. Because 80% of the current logistics industry is printed, and this can be printed on the target through the network transmission, which virtually saves costs and improves logistics efficiency.
According to the survey of the US market by relevant professional institutions, by 2006, multi-version and personalized printing jobs will account for 33% of the commercial printing market, while 78% of the printing jobs will not exceed 5,000 copies in batches, and the annual growth of printing on demand The rate reached 14%. According to the results of the US survey and research, by 2010, digital printing methods (including the following digital and desktop technology printing methods) will account for about 20% of the market share in the printing field. Authoritative reports show that in the world of digital printing, the annual growth rate of on-demand printing will reach 12% in 2008, variable information printing will account for 20% of the printing market by 2007, and by 2010, 20% of user requirements The payment cycle will be within 24 hours, and currently, 78% of color printing jobs are less than 5000 copies. With the advantages of flexibility, strong customization and short cycle time, digital printing has grown extremely fast. The global growth rate has reached 16%, which is 8 times the growth rate of traditional printing. The number of installations of color digital printing systems in North America is expected to reach 18,700 in 2007, and the number of color digital printing systems in North America is expected to reach 45 billion in 2007. The proportion of variable digital printing in color digital printing will increase from 16% in 2003 to 30% by 2007.
China Digital Printing Development Status
In China, the digital printing market already has a certain demand space. For example, various bills are beginning to show a stronger and more individualized tendency, and the potential of personalized printing markets such as telecommunications, postal services, bank securities, and insurance is huge. In Beijing, Shanghai, Guangzhou, Hangzhou and other places, the large and small express printing shops on the street are enough to prove that digital printing has indeed entered our daily life. The development of digital printing in China has also produced a number of excellent digital printing companies. Digital printing companies with various systems such as Speed, Digital, Kangwei Digital, Shilang, etc. have developed rapidly in the field of digital printing in China.
Although China's digital printing market is large, it is not very mature. The figures show that the growth rate of digital printing is less than 5%, while the growth rate of digital printing in developed countries is 10%. China's digital printing market is mainly concentrated in the two areas of commercial printing and book printing. 80% of the products are also concentrated in bidding. Few manufacturers are involved in the field of packaging and printing. This shows that digital printing has not been fully utilized. Of course, this is inseparable from the performance of ordinary digital printing equipment. Most digital printing presses are small in size (mostly A3 size), and the paper quality that can be printed is thin, which is undoubtedly the bottleneck of digital printing that is difficult to realize its potential in the field of packaging printing. For now, the advantages of digital printing in on-demand printing are obvious. However, digital printing can only be a good supplement to traditional printing, and neither party can exist in isolation.
The development of digital printing in China is uneven among regions. At present, the rapid development of digital printing is in Beijing, Shanghai, Guangzhou, Hangzhou and other places, while the development in the northeast and northwest regions is relatively slow. Due to the lack of awareness of digital printing by local people, the traditional offset printing and digital printing are always compared to result in low profit of digital printing. In recent years, although people have gradually accepted digital printing, some small color laser printers have caused a great impact on the market of large digital printing machines at a low printing price, and have diverted many customers. However, many companies have achieved impressive results in the field of digital printing, and have opened many chain stores in different cities.
After a period of development in some companies that operate digital printing, the company's business has increased, and many small-scale personalized businesses such as industry bids, recipes, personal postcards, invitations, calendar cards, etc. have been gradually developed. Customer resources are increasing, and the company is growing faster . The main performance is as follows:
1. The variety of books in the book printing market is increasing. The number of prints is decreasing. The sales of books are accelerating, and the printing cycle of books is required to be shorter and shorter. According to relevant statistics, short-run printing of books in our country will account for 60% of book printing, and digital printing can meet the market requirements for this fast, on-demand printing. The traditional publishing and printing is to print first and then distribute, while digital printing can be issued first and then printed. For example, a bookstore can have a digital printing machine and online book binding in front of the shop and after the factory. After the customer buys a good sample book in the front store, the back factory can select the bibliography from the database through the network and start printing. It can quickly complete the task according to the number of customers. Doing so can not only eliminate the waste caused by the backlog of traditional printed books, but also eliminate the need for warehouses, and realize "zero inventory" management to reduce the cost of publishing and printing books.
2. Office business printing market. The prosperity of the market economy and the improvement of the office efficiency of agencies and companies have shifted the volume of office documents to fewer prints and more varieties and rapidity, and gradually shifted from small offset printing to digital printing such as briefing materials, proposal charts, feasibility reports, Notifications, tenders, evaluation reports and other transitions.
3. Parts printing market with few prints in society. With the improvement of people's material and cultural level, people's consumption concept began to change. The proportion of social personalized printing increased. Personal painting and calligraphy and photography collections, personal postcards, personal invitations and invitations, wedding albums, etc.
4. Commercial and advertising market. After entering the WTO, the company's business activities are frequent, and the number of commercial advertisements with a small amount of printing is increasing, such as corporate image design manuals, sales advertisements, posters, direct mail advertisements, product samples, product catalogs, restaurant menus, and so on.
5. Printing of securities forms. Such as account books, financial statements, various forms, various securities, documents and anti-counterfeiting printing.
Traditional printing has been powerless to the above new market for personalized printing. Only digital printing can meet the needs of the growing market, especially in the current situation of China's Internet coverage is expanding. When digital printing technology and network technology are combined, the network Printing will play its unique advantages can be foreseen. With the continuous development of powder science and technology and the world economy, the prices of digital printing equipment and consumables will continue to decline, and corporate investment becomes possible. The production cost is reduced. People's concepts are increasingly updated. Personalized printing and network printing are developing. Digital printing in China will soon form an industry and will develop rapidly.
Digital printing has its irrefutable advantages, but as an emerging thing, it has unavoidable imperfections. The rapid development of digital printing that has been advertised has cooled unconsciously in front of the market. Traditional offset printing technology has developed very mature. So far, traditional printing still has the irreplaceable advantages of digital printing, so it is impossible to replace digital printing quickly. The promotion of digital printing machines in China is far inferior to CTP. For a long period of time, it is only possible to appear on the market as a supplement of traditional offset printing. Judging from the current domestic market, there are still very few users who can be truly profitable in digital printing. Some companies are operating in unsatisfactory conditions, with insufficient business sources and low operating rates. In addition to the shortcomings of the digital printing press itself, there are several problems to be solved:
1. Consumption concept. The economic basis determines that our consumption concept is still on the basis of "good quality and low price". The personalized and fast services that are continuously pursued in Europe and the United States are not so important here, which makes the advantages of digital printing further. Discounted.
2. Technical issues. Digital printing presses accept layout information for printing in digital form, so how to transfer data from the network or database to the printing press is a key issue. In the entire process of data transmission, the digitization of the entire layout of the printed matter, the digitization of the analog negative film, electronic collation and binding, the high speed of IE during calculation, the data processing compatible with the data, the preservation of layout data, the use of the database, etc. A series of questions need to be improved.
3. Price issues. The high price of digital printing presses is also a key issue that prevents them from entering the Chinese market. From the point of view of the life cycle of printing presses, the machines are replaced in 5-7 years in Europe and 4 years in the United States. However, the printing presses of many manufacturers in China are often not used for more than ten years, and they are added when the old machines can be used. New equipment, and in the short term and unable to see profit returns, printing companies are somewhat reluctant. And the cycle of updating new technologies is getting shorter and shorter. The equipment invested heavily today may soon have lower cost products released, so the printing plant is a little afraid of wasting money. In addition, small offset printing is flooding the short-run printing market. China ’s cheap labor makes the price of small offset printing products very low, and a great competition for digital printing makes the development of digital printing that can be developed abroad more difficult at home.
4. The market has yet to be cultivated. The characteristic of digital printing is to meet the needs of small batch color printing or other on-demand printing, which has become a trend in the foreign printing market. However, in China, this market has yet to be nurtured and developed. Because users do not yet fully understand digital printing, they always judge the digital printing products from the perspective of traditional offset printing. The critical eye only pays attention to the quality of the product and ignores its advantages such as convenience and speed; even more think that digital printing machines are better than traditional quality, and the quality of digital printing products is better than traditional printing. But after seeing the actual product, the huge psychological gap made them very disappointed with digital printing and no longer chose digital printing. This is also a customer that many digital printing operators faced with problems, and they rarely go back after printing. At the same time, the first-time investors are not satisfied with the return due to insufficient living resources, and the successors will also retreat due to difficulties and are not optimistic about digital printing. There are not many data from digital printing companies in China, and most of them are not large enough to invest too much money for publicity. This also means that digital printing cannot be known and accepted by everyone for a while.
5. Digital proofing technology is not guaranteed. This is particularly important for digital printing machines in the mechanical version. The digital printing process is also not mature, and enterprises still need to increase funds to purchase the corresponding pre-press system, color management, proofing and investment recovery cannot be guaranteed.
Despite the above-mentioned problems in the field of digital printing in China, as an emerging form of printing, the market prospects and development prospects of digital printing are indisputable. With the increasing social business activities and the improvement of people's living standards and consumption levels, personalized printing has become a necessity for people. It can be said that the huge market potential of personalized digital printing and the attractive investment-to-output ratio are both indifferent.
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