Analysis of the development of the hottest digital

Analysis of the development of digital printing

I. the development of digital printing abroad in recent years, with its advantages of variable data printing, personalized printing, networking printing, and online processing, digital printing has grown rapidly in the world market, not only in the fields of commercial Express Printing, office text printing, but also in the fields of finance, telecommunications, insurance, publishing and printing, packaging and printing

in foreign countries, digital printing is widely used to print statements, customer catalogs, enterprise albums, business printing and small volumes of books and periodicals, such as postcards, business cards, covers, pamphlets and CD sets; Packaging, such as small packaging of drugs, health products and gifts; It can be used for proofing, promotion, testing and distribution purposes; It can also print wallpaper, waistline and lace paper. In the world, from document content generation to printing production to distribution, the global market turnover of digital printing is as high as US $120million, twice that of the existing traditional printing market. Lin Kainuo, general manager of market operation and Express Printing Department of Fuji Xerox industry service management group, pointed out that digital printing is a supplement and improvement to traditional printing, and digital printing is not only printing, but also includes more value-added content

personalized direct mail advertisements printed with variable data can increase the response rate of target users by 34%, the repeat order rate of customers by 48%, the average order quantity by 25%, the response time of target customers by 35%, and the sales and profits by 32%. Seeing the promotion of variable data printing in sales, more and more industry and enterprise users choose digital printing

digital printing has also received the attention of the logistics industry, and the logistics industry and fast printing service industry have been closely integrated At present, 80% of the logistics industry is printed matter, which can be transmitted through the network and printed in the target place. Designers do not need to give in! This virtually saves costs and improves logistics efficiency

according to the survey of relevant professional institutions on the U.S. market, by 2006, multi version and personalized printed movable parts will account for 33% of the commercial printing market, while 78% of the printed movable parts will have a batch of no more than 5000 copies, and the annual growth rate of on-demand printing will reach 14%. According to the research results of the United States, 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; By 2010, 20% of users will require a delivery period of less than 24 hours, while at present, 78% of color printing jobs are less than 5000. With the advantages of flexibility, strong customization and short cycle, the market growth rate of digital printing is extremely fast. The global growth rate has reached 16%, which is 8 times that of traditional printing. The number of installed color digital printing systems in North America is expected to reach 18700 in 2007, and the printing volume of color digital printing systems in North America is expected to reach 45billion in 2007. The proportion of variable digital printing in the volume of color digital printing will increase from 16% in 2003 to 30% in 2007

Second, the development of digital printing in China

in China, the digital printing market has a certain demand space. For example, various bills begin to show an increasingly strong personalized tendency, and the potential of personalized printing markets such as telecommunications, postal services, banking, securities, insurance is very huge. In Beijing, Shanghai, Guangzhou, Hangzhou and other places, there are fast printing shops of all sizes on the streets, which is enough to prove that digital printing has indeed entered our daily life. The development of digital printing in China has also bred a number of excellent digital printing enterprises. Digital printing companies with various systems, such as speed win, Tongkun digital, Kangwei digital, Shilang, etc., are developing rapidly in the field of digital printing in China

although the digital printing market in China is large, it is not very mature. Figures show that the annual growth rate of China's printing market is 15%, while the growth rate of digital printing is less than 5%, while that of developed countries is 10%. China's digital printing market is mainly concentrated in the two fields of commercial printing and book printing. 80% of the products are also concentrated in the bidding documents. Few manufacturers are involved in the field of packaging and printing relying on Lanxi Guangmo town and Ningbo (Jiangbei) Menghuan power town. This shows that digital printing has not been fully used. Of course, this is inseparable from the performance of ordinary digital printing equipment. Most digital printing machines have small format (mostly A3 size), and the paper that can be printed is thin (usually within 300g/m2), which is undoubtedly the bottleneck that digital printing is difficult to play its potential in the field of packaging printing. At present, digital printing has obvious advantages in on-demand printing. However, digital printing can only be a good supplement to traditional printing, and neither side can exist in isolation

the development of digital printing in China is also uneven among regions. At present, the development of digital printing is relatively fast in Beijing, Shanghai, Guangzhou, Hangzhou and other places, while the development of northeast and northwest regions is relatively slow. Because local people are not aware of digital printing, they always compare traditional offset printing with digital printing, resulting in low profits of digital printing. In recent years, although people have gradually accepted digital printing, some small-scale color laser printers have had a great impact on the market of large-scale digital printers with low printing prices, diverting many of their customers. However, many enterprises have made remarkable achievements in the field of digital printing, and have opened many chain stores in different cities

the output value of China's printing industry is about 200billion yuan, of which 5% is suitable for digital printing business, that is, 10billion yuan, and the market has great development potential. According to a survey, in the next few years, the short edition will account for 60% of the whole book printing in China

Third, the puzzle of the development of digital printing in China

digital printing in China is booming. In recent years, digital printing has also been frequently promoted, giving the public the impression that it is a competitor and terminator of traditional printing. However, compared with foreign countries, the level of digital printing is still far away, especially in the application, there is a big bottleneck

1. Unclear understanding of digital printing

domestic packaging and printing enterprises, product manufacturers and final consumers lack sufficient understanding and understanding of digital printing and digital printing, and even have some misunderstandings. They always compare the price and quality of traditional offset printing with digital printing; Packaging and printing enterprises lack sufficient confidence and grasp of the market, and most people still hold a wait-and-see attitude towards the future of digital printing in the packaging field, which largely hinders the expansion of digital printing in the domestic packaging and printing industry

2. Insufficient consumption level

domestic living standards have been utilized in industry and there is still a certain gap between consumption levels and foreign countries. Although the personalized printing and on-demand printing market has great potential and promising prospects, it has not yet formed a large enough scale and influence. First, the investment required to enter the field of digital printing and packaging is relatively high. The high price of digital printing machines of hundreds of thousands or even millions of dollars has deterred many packaging and printing enterprises. Second, the price of digital printing products is still relatively high relative to the affordability and consumption level of domestic consumers. Of course, although the demand for digital printing in the domestic packaging and printing industry is not large, it is still increasing after all, and the market space is still expanding. Third, digital printing equipment has strong IT equipment characteristics - fast update speed, and the rapid depreciation of equipment makes the risk of digital printing enterprises soar. Moreover, in terms of cost, printing enterprises have no "say" at all. Once they buy a certain product, they will be on the "thief ship" of this brand - printing costs are controlled by equipment manufacturers, and digital printing enterprises are difficult to effectively regulate and control costs. "Cutting the printing price by a penny is like cutting meat."

3. There are still deficiencies in printing quality.

although the quality of digital printing has been greatly improved, and the technical capacity and equipment assembly of domestic printing enterprises have been very good, there is still a certain gap compared with traditional printing. Domestic users have quite high requirements for the printing quality of product packaging, and the current digital printing quality can not fully meet the requirements. Most users believe that the quality of digital printing is not as good as traditional printing. Post press processing and processing problems are often involved in packaging and printing, such as glazing, hot stamping, die cutting, indentation, paste box, etc., which requires digital printing machine manufacturers to take this into account and provide corresponding and complete supporting solutions, but many digital printing machines are not perfect in this regard at present

4. Many packaging and printing enterprises lack experience in the cooperation of digital printing, pre press processing, post press processing and so on, which requires a certain amount of time and energy to understand, familiarize and master. The level of prepress processing technology is not high, the quality of employees is not high, and there are few professionals. At the same time, variable data software, database technology and post press processing technology and equipment supporting digital printing can not fully meet the needs of digital printing, especially post press processing, most of which are semi-automatic manual operations, so that it is difficult to produce high-quality products

5. Printing speed problem

generally speaking, the faster the speed of digital printing machine, the wider its application range, and the more likely it is to develop areas that cannot be realized by digital printing today. With the continuous innovation of digital printing technology, some of the existing traditional printing markets will be occupied by digital printing. Digital printing will play an undeniable role in the future packaging printing. Digital printing will provide ideal solutions for companies that require to reduce production costs but cannot reduce quality. Digital printing will also play a greater role in label printing, but speed is still a major determinant. In large-scale sports events and international conferences, the demand for digital printing is very huge. For example, in the 2004 Athens Olympic Games, the total number of digital printing reached 150million. It is believed that with the great business opportunities brought by major events such as the 2008 Beijing Olympic Games and the 2010 Shanghai WorldExpo, digital printing will soon lead to a big explosion in China. Current situation and development of digital printing in China

source: keyin