Thoughts on the future development trend of domest

Thoughts on the future development trend of domestic digital printing

release date: Source: printing industry (Zhang Jianmin) views: 2145 copyright and disclaimer

core tip: digital printing has entered China for more than 20 years since the late 1990s. After years of exploration, domestic digital printing has entered China for more than 20 years since the late 1990s, including graphic Express Printing, on-demand printing, label printing, and commercial printing. After years of exploration, domestic digital printing has made gratifying achievements in the application of Graphic Express Printing, on-demand printing, label printing, business short edition printing and other fields. With the continuous improvement of digital printing technology in terms of quality, speed, cost, format, media and stability, the industry pays more attention to the future development of digital printing. In 2019, domestic digital printing equipment represented by reel high-speed inkjet printing equipment began to enter the market on a large scale. With the substantial reduction of operating costs and the continuous strengthening of the digital and networking technology foundation, digital printing will set off another climax in China

comparative analysis with the application of digital printing in Western Europe

Western Europe (20 countries) is the representative of the world's developed economies, with a per capita GDP of more than 40000 US dollars, and the service industry accounts for more than 70% of GDP. According to the data provided by the Research Report of Smithers Pira in the UK, there were 86000 printing enterprises in Western Europe in 2016 (enterprises with less than 10 people accounted for 88% of the total), with annual market sales of US $152 billion. Among them, the three sub markets of publication printing, packaging label printing and commercial printing account for 14%, 50% and 36% of the total sales volume of the Western European printing market respectively. By printing method, offset printing, gravure printing, flexographic printing, digital printing and other printing contribute 40%, 8%, 24%, 16% and 12% to the total sales of the whole printing market respectively. Still divided by printing method, the contribution rates of the above five printing technologies to the sales of the three sub markets of publication printing, packaging label printing and commercial printing are as follows:

publication printing: offset printing, gravure printing, flexographic printing, digital printing and other printing contribute 78%, 9%, 1%, 12% and 0% to the sales of this sub market respectively. Publications cover three fields: books, magazines and newspapers. Figures are easy to loosen due to the vibration during the experiment. Printing has the highest contribution rate to the sales of book printing (29%)

packaging label printing: offset printing, gravure printing, flexographic printing, digital printing and other printing contribute 23%, 11%, 44%, 3% and 18% to the sales of this segment respectively. Among them, the year-on-year increase was 49.44%; The net profit reached 25.7056 million yuan, and the contribution rate of digital printing to the sales of label printing was the highest (32%)

commercial printing: offset printing, gravure printing, flexographic printing, digital printing and other printing contribute 48%, 2%, 4%, 10% and 36% to the sales of this segment respectively. In the six fields of commercial printing, including advertising leaflets, brochures, direct mail bills, tickets, brochures, and others, the top two fields in the contribution rate of digital printing are direct mail bills (87%) and advertising leaflets (44%)

to sum up, the application of digital printing in the Western European printing market has the following characteristics:

commercial printing is the main market for digital printing applications

in 2016, the contribution rate of digital printing to the total market sales was more than 16%, of which the vast majority (80%) came from the commercial printing market. Short print, wide print and variable data are the main applications of digital printing in the commercial printing market

book printing and label printing are the main fields of digital printing application in the publication printing and packaging label printing market. In the publication printing market, the highest contribution rate of digital printing to market sales is book printing (29%); In the packaging label printing market, the highest contribution rate of digital printing to market sales is in the label printing field (32%)

the models of digital printing equipment are diversified

in Western Europe, the total installed capacity of digital printing equipment is 34000 sets. The proportion of various models in the total installed capacity of digital printing equipment is 48% for single sheet digital printers, 43% for wide width and flat-panel inkjet printers, 3% for web digital printers, and 6% for inkjet printing units

as a comparison, how about the application of digital printing in China? Before comparing the relevant data of Western Europe with the domestic printing market, we need to sort out the domestic data according to the statistical caliber. As the domestic industry data does not include graphic express printing enterprises, there is no classification of commercial printing. At the same time, in the official industry statistics, the classification of publication printing and packaging printing enterprises is divided by the types of printing licenses held by enterprises, which are often very different from the main business of enterprises. In view of these situations, the domestic printing market and relevant classified data are the results of comprehensive calculation and evaluation based on the same caliber of multi-party data

it is estimated that at present, there are 200000 enterprises engaged in printing (including graphic Express Printing) in China, with an annual total sales of about 14000 ~ 1.45 trillion yuan. Among them, the sales of publication printing, packaging label printing and commercial printing (including graphic Express Printing Enterprises with production-oriented digital printing equipment) account for about 10%, 70% and 20% of the total sales of the domestic printing market. The contribution rate of digital printing to the total sales of domestic printing market is about 10%, mainly from the field of Graphic Express Printing of commercial printing. At present, the total installed capacity of various types of production-oriented digital printing equipment in China exceeds 80000, of which imported second-hand digital printing equipment accounts for two-thirds of the total installed capacity of domestic digital printing equipment, and new digital printing equipment (mainly production-oriented color digital printing machines) accounts for less than one-third of the total installed capacity of domestic digital printing equipment

after more than 20 years of development, domestic enterprises with digital printing equipment have become a huge group. Although there are a large number of second-hand equipment in individual fields, almost all kinds of high-end digital printing equipment models are installed in China, and China is also a market for all kinds of new digital printing equipment to be sold synchronously worldwide; At the same time, entrepreneurs in the industry are diligent and eager to learn. There are countless foreign exhibitions and visiting groups of foreign enterprises every year. Various digital printing applications abroad can also find cases in China. It is found that the biggest difference between the application of digital printing in the domestic and Western European markets is the depth of application, and the difference in application leads to the difference in the composition of equipment types:

commercial printing: as in the Western European market, commercial printing is the main market for the application of digital printing in China. The difference is that short edition printing (especially black-and-white short edition printing) is the main application mode of domestic digital printing in this market; In the Western European market, in addition to short edition printing, wide width inkjet printing and variable data are also the main applications of digital printing in its commercial printing market

publication printing: book printing is the most widely used field of digital printing in the publication printing market, and its contribution to the sales of book printing is less than 5% in China and 29% in Western Europe

packaging and printing: label printing is the main field of digital printing application in the packaging and printing market. The contribution rate of digital printing to the sales of label printing is less than 5% in China and 32% in Western Europe

equipment model composition: the total installed capacity of domestic digital printing equipment is 80000 sets. The proportion of various models in the total installed capacity of digital printing equipment is 86% for single sheet digital printer, 3% for wide width and flat-panel inkjet printer, 1% for web digital printer and 10% for inkjet printing unit

in addition to the above application gap, the application of digital printing in China and Western Europe has one thing in common, that is, in the sub markets of publication printing, packaging printing and commercial printing, traditional printing technology is still the mainstream production mode, and digital printing is in a complementary position

printing belongs to order production, and the decision-making power of products is not in the printing enterprise. From design and development, processing and manufacturing, logistics and distribution, marketing to after-sales service, printing has limited contribution to product functions in all links of the product life cycle. If printing enterprises do not participate in all links of the whole product life cycle, it is difficult for digital printing to generate value for other links except processing and manufacturing, which also affects the application of digital printing in related fields

in the field of graphic fast printing and organ text printing of commercial printing, the reason why digital printing can change its production mode in a short time is not only because the advantage of convenient and fast digital printing is suitable for the short, urgent and fast needs of customers in this field, but also more importantly, Express printing shops and printing centers are highly involved in the operation of all links in the product life cycle in these fields (most of which are completed in express printing shops and printing centers). In the field of publications, packaging and printing, the situation is very different. In the face of large-scale market demand, industrialized production system and high social division of labor, printing production is limited to production and manufacturing links (publication printing), and even only in the supply chain supporting production and manufacturing (such as packaging printing). The requirements of standardized and mass product orders for printing production are quality, cost and time. The convergence of production equipment and strong substitution of printing enterprises have led to fierce price competition among printing enterprises. In such an industrialized large-scale production system, it is difficult to give full play to the flexible and convenient advantages of digital printing. Coupled with the relatively high use cost and the mature and popular traditional printing technology, digital printing can only be used as a supplement to the mainstream production mode. This is the dilemma of domestic digital printing in the field of traditional printing

the impact of changes in domestic printing market behavior on order structure in the future

the industrialized mass production system matches the market demand for large quantities. From the perspective of end consumption, food, beverages, tobacco, drugs, textbooks, books, books and other products belong to the basic survival needs of the public, with large quantity, wide range and stable demand. The industrialized large-scale printing production system that serves its supporting services will exist for a long time. In these fields, even if the comprehensive use cost is reduced, the position of digital printing in the industrialized large-scale printing production system is difficult to change. Therefore, studying the future of digital printing is not to explore what value-added potential and opportunities digital printing has in the industrialized large-scale printing production system? The research on the future of digital printing is from the perspective of the future development of the printing industry, the changes of printing production and operation system and the role of digital printing in it under the condition of the change of market demand structure

secondly, the impact of Internet on the public's lifestyle and industrial production mode, as well as the structure of printing orders: first, the market demand for paper carriers has shrunk rapidly (such as books, newspapers, paper tax receipts, direct mail bills, etc.), and paper carriers have changed from the original only choice to one of the choices, resulting in the reduction of order batches; Second, yes