How to develop the future of on-demand printing
whenever a breakthrough new product comes out, its followers always give it the habit of overturning the existing order. The same is true of digital printing. There is no direct market conflict between digital printing and traditional printing. At least for a foreseeable period of time, they will still develop together. Can traditional printing enterprises find new "cheese" in the development of digital printing technology? This is what we focus on
in this process, after HP acquired indigo, Carly Fiorina, CEO of HP, said: "in the current printing market of 1.84 billion pages, HP only accounts for 4%. With H, it undoubtedly provides a strong driving force for the development of all industries. If these materials are not recycled after indigo digital printing solutions, we will march towards 96%."
the advantages of digital printing are well known. Due to the realization of plate free printing, the process of film production, plate printing, plate making and development of traditional printing is omitted, and the technological leap from computer to paper is realized. The biggest advantage of digital printing is that it can realize one sheet printing and on-demand printing, which is particularly obvious in short cycle business
the omission of intermediate process brings more than good news to digital printing. Due to the reduced price elasticity, for the vast majority of digital printing equipment, whether printing 10 or 10000 sheets, the cost of a single sheet is not much different. It is doomed that under the current technical conditions, the corresponding market scope of digital printing is still greatly limited, and the advantages are mainly reflected in the field of on-demand printing and personalized printing. In the annual output value of China's printing industry (excluding equipment and equipment) of about 85 billion yuan, packaging printing, book printing, newspaper printing and prepress account for 58.8%, 15.3%, 14.1% and 11.8% respectively. In these markets, there is little chance that digital printing will replace traditional printing, because the law of economies of scale of industrial production is incompatible with the personalized trend advocated by digital printing. Even in the on-demand publishing market, where digital printing is the most promising, there are also problems. I'm afraid no publisher is willing to pay too much attention to a book that can only sell hundreds of copies
in a sense, digital printing represents a new mode different from large-scale industrial production, and represents the development trend of the post industrial era and the future of the printing industry. Therefore, the market for digital printing must be different from the traditional printing in the industrial age. In the 96% market that HP has not yet entered, it may never get too much share, but in some emerging markets, HP and its competitors may have a share of 100%
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