From prepress digital automated production process (from graphic editing, typesetting and layout, remote proofing and management, digital proofing, file transmission and management), digital automatic publishing equipment (CTP), digital printing press to printing The application of digital services (Internet marketing, POD, VDP, document security and anti-counterfeiting, etc.) and digital publishing services (digital editing, DRM, DAM, publishing and distribution systems, etc.) in the printing industry has indeed increased the productivity and cost of the printing industry Reduce and strengthen customer service. But more importantly, because of digital technology and environment, it also creates many new business models and opportunities.
Bill printing has grown about 15-20% annually in China in recent years, but the growth in Europe, the United States, and Japan in the past 10 years has been negative; this is mainly due to the reduction in bill demand due to the development of digital technology and the digital environment Therefore, the bill industry should always maintain a crisis awareness and innovative positive attitude, make good use of digital technology to enhance competitiveness, and at the same time develop an innovative business model to stabilize long-term operation and development. Now I propose some practices for your reference:
Integrated service is the way to go
In addition to tax-related bill business, the fastest growing bill business in the future will be bills (telecommunications, credit cards, cable TV, water and electricity, gas, insurance policies, and bank bills), and circulation-related bills (EMS, Bar code transportation subpoenas, etc.), direct mail and direct mail (Direct Mail) are the markets that will grow fast in the future. How can a commercial paper company provide a complete product? It will also be a competitive advantage for its customers. The content of this service will include all printing-related business, from printing to data processing, packaging and mailing, Shanghai Innoll and Zhejiang Mozhihua have successively joined the data processing business, and Beijing Inge barcode expands the barcode Transportation subpoena business, these are very visionary practices.
How to choose the appropriate equipment to solve the demand for bill production and enhance the competitiveness of the market is very important. Innogo and Mozhihua have successively used HP's Indigo equipment to print and collect color bills. Beijing Inge adopted Nipson's printing. It makes sense for equipment to print transportation subpoenas; the service of color bills is aimed at specific VIP customers. How to express the quality of true colors is very important. With the digital color printing equipment in the market today, Indigo is definitely the best choice , And how to set up digital equipment on the printing press, at the same time to meet the basic speed of the printing press (100 meters per minute) and the width of two forms (about 18 inches ??, plus the sometimes need to produce free Carbon paper and 600dpi resolution quality are of course the best choice for Nipson.
The age of on-demand printing services has arrived
There is a difference between the short version printing and the on-demand printing. The former is about a small number of printing, but the POD needs to provide aging, specific content, special processing, or different content for specific objects. The complete The solution is to attach the concept of customer service to the production process of printing. Of course, the creation of added value (especially the value of time) is for the printing industry to think about how to master it.
The market growth rate of POD is now the highest in the printing industry. We can see that in the current digital environment, personal creation and personalization needs (printed personal essays, personalized letter cards, cards, invitations, calendars, stamps, Personalized packaging, cut and paste materials, etc.), banks, financial insurance, securities investment, real estate, etc. (briefing materials, investment reports, introductions, internal publications, insurance policies, promotional materials, etc.) are obvious to all. The development of papers, training hands, political book production, etc., and the business activities and document requirements brought about by internationalization and foreign investment have all contributed to the increasing demand for POD services in China; we can see the seal of the Founder Group The opening of the Czech digital chain is a testament to confidence in the development of China's POD digital market.
On the other hand, the future development of digital publishing also provides another space for the development of POD industry, and the future demand of on-demand printing can also be expected.
Most of the POD services require color digital printing equipment. The related black and white digital printing and processing equipment must also be complete. The network service mechanism must also be equipped to meet the customer's requirements for on-demand printing. Successful POD The industry must have good capacity management and process management capabilities; we have to understand that the essence of the bill printing industry is the document management industry and the information processing industry. We attach great importance to processing is an important condition for creating added value, and provide customer satisfaction The service market is the foundation for long-term business stability. Our main channels are government agencies, education systems, financial and insurance institutions, communications, retail, transportation and logistics. These are also the industries with the greatest demand for POD. Of printers are more suitable for POD operations.
Variable pattern printing is the most promising in the printing industry
Digital printing is an inevitable trend. It is estimated that it will grow from 6% in 2002 to 38% in 2010, and variable printing will account for 20%. This is a recent speech by Frank Romano, a professor at the Rochester Institute of Technology in the United States. Suggestions: In the direct mail market (Direct Mail) one-to-one communication or promotional activities, the response rate of e-mail is only about 1 in 10,000, while the general printed materials with the same content promotion has about 2% response Rate, but if the printed matter is made according to personalized content, the effect of response rate will be significantly improved. The following are the results obtained by US companies using one-to-one personalized DM test:
35% of American Express personalized financial statements responded.
General Motors of the United States had a license plate and sent personalized promotional letters. 25% of the people who received the letter responded and sold 7,000 cars.
A local Ford dealer issued a promotional letter to local residents, and 15% responded.
Auto repair shops, financial institutions, medical institutions, and ultra-market personalized promotional DMs all have a 10% -20% response rate.
A store sent a highly personalized letter for Mother's Day gift promotion. As a result, the store increased revenue by 51%.
A supermarket prints personalized discount coupons. The discount coupons are arranged in the order of the supermarket's path. Customers can buy everything in one go, and the utilization rate is as high as 65%, which is unexpected.
Personalized printing is based on targeted promotion, and effective targeted marketing depends on the ability to identify customers, mastering the interests, hobbies, and needs of customers, the more accurate the recognition, and the satisfaction of customer information Quickly communicate, the greater the effect of promotion; but the production of personalized printing front-end requires a lot of information technology. Generally speaking, the effort spent on data compilation far exceeds the effort on printing (general statistics are about five to one ), So the focus of personalized printing is on data, not printing, but to grasp useful customer information, you must have experts to assist in data mining (Data Mining) and analysis of the data excavated, so that the promotion of communication can achieve the expected As a result, with the current market demand, industries such as communications, credit cards, department stores, mass merchandise stores, tourism, cosmetics, famous goods, automobiles, finance and insurance are most in need of personalized marketing.
If the personalized data is combined with the number data (including bar code, two-dimensional bar code, OCR code, MICR code, etc.), the variable print can be expanded to gift certificates, discount coupons, certificates, securities, personal In business such as checks, we can accurately grasp the usage behavior through the tracing system of data, which will be more helpful for the analysis of the effect of promotional communication.
The bill printing industry was originally a service industry of information carriers, and entering the service of variable pattern printing as early as possible is a very important strategy for business development.
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