On the choice of many business models in the field

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Talking about the choice of many business models in the field of digital printing

the field of digital printing is like a hot-blooded Jianghu, which is easy to enter but difficult to exit. Business model has become a powerful tool to win. However, there is no definite solution to the model. Chain, franchise, network and differentiated product positioning are all choices. In the overall upward situation, the micro ecology of digital printing enterprises is uneven, especially after the rash Digital Express Printing stage, many enterprises hoping to stand out from the encirclement began to encounter the trouble of growth

since 2000, digital printing, as an emerging technology, has swept over with a subversive business philosophy. So far, it has not only become an important part of the printing industry, but also been regarded by many people in the industry as one of the directions for the transformation and breakthrough of traditional printing enterprises. The development plan for the printing industry during the 12th Five Year Plan period issued by the General Administration of publishing clearly points out that digital technology should be promoted in the whole industry. By the end of the 12th Five Year Plan period, the output value of digital printing accounted for more than 20% of the total output value of printing in China. However, combing the development track of digital printing in recent years, we can find that in the overall upward situation, the micro ecology of digital printing enterprises is uneven, especially after the rash Digital Express Printing stage, many enterprises that hope to stand out from the encirclement began to encounter the trouble of growth: among the many alternative business models of digital printing, is the future hope in B-C or B-B? Should we follow the chain route or the factory route? Especially earlier this year, the quiet shutdown of long Ying, the pioneer of digital printing, caused many people in the industry to re-examine and deeply reflect on the business model of digital printing. Is the direction of many seemingly attractive digital printing businesses Huamei building or a castle in the air? This paper hopes to discuss this for the reference of insiders

Technology Center vs Customer Center

if this is an examination question: should a successful enterprise be technology centric or customer centric? I believe that 99% of entrepreneurs can make the right answer. However, in the construction and selection of digital printing business model, many enterprises have made detours and even stumbled on this issue

the most common description of the technical characteristics of digital printing at the beginning of its rise is that it starts from one print and varies from one print to another. From a technical point of view, it saves the process of plate making and realizes the digital printing of computer-to-paper, which indeed subverts the requirements of traditional printing for starting printing volume and opens a new business space for the development of the printing industry. Taking this as a starting point, some insiders have designed many potential business directions for the development of digital printing, among which the most representative are personalized consumer goods and on-demand publishing for the public

from a technical point of view, these are undoubtedly two perfect potential markets. Using digital printing technology to add lively and personalized information to the original desk calendars, invitations, greeting cards, etc. can increase the added value of these products, while on-demand publishing based on digital printing technology can solve the huge inventory problem of traditional publishing and reduce the business risk of publishing houses, which is also the latest milestone in the field of 3D printing

however, if you think in an alternate position and stand on the position of customers, this seemingly perfect business idea seems to be worth discussing. For the public, personalized demand has a certain sense of luxury compared with popular goods, and requires a certain amount of time and energy to participate in the production process. For most disposable printed materials, whether the value-added effect brought by personalization can offset the economic and time costs that customers need to pay is still a question mark. As far as publishing houses are concerned, the problems involved in on-demand publishing are more complex, and its samples will only bear the pull of the upper and lower directions. The realization needs to be based on the reconstruction of the whole business model of the publishing industry, and the difficulty can be imagined. For example, publishing houses need to pay considerable initial costs for publishing a book, such as remuneration, editing and binding design. If it is expected that a certain sales volume cannot be achieved, from an economic point of view, the best choice for publishing houses is to give up publishing, rather than choose to publish on demand

of course, it is too early to simply assert the success or failure of personalized consumer goods and on-demand publishing business models. Only when building the digital printing business model, we need to be truly customer-centric, pay more attention to customer needs, and avoid falling into the trap of technology centrism

in a Weibo comment on the shutdown of longying, a friend believed that the reason for the shutdown of longying was likely to be that it centered on the so-called high-tech products and models rather than establishing a customer-centered guiding ideology


b-b, or B-C? For digital printing enterprises, this is not a problem originally. The first batch of digital printing enterprises in China rose around 2000, just in time for the real estate industry to take off, and B-B businesses such as architectural graphics and business documents became the choice of digital printing pioneers. As the first batch of practitioners in the field of digital printing in China, caoguoliang, deputy general manager of Shimei group, is a witness of this process. He said that since about 2002, the construction industry has first applied digital printing services, and most digital printing enterprises in Beijing have started since then

in recent years, with the continuous tightening of national real estate policies and the intensification of market competition, the business expansion of architectural graphics and business documents has become increasingly difficult. More and more digital printing enterprises are trying to seek the diversification and transformation of their main businesses. As an emerging business field, B-C has begun to attract the attention of insiders. Compared with B-B, B-C has a large number of potential customers, and the market imagination space can be extended infinitely, so it has quickly become a hot business pursued by digital printing enterprises. In addition to the enterprises that originally took B-B as the main business began to concurrently operate B-C, there have also emerged a number of network-based enterprises, represented by printers, focusing on B-C business, of which long Ying is a typical one

founded at the end of 2005, longying has made careful planning and a lot of exploration in B-C business development. In order to reduce the front-end design cost of B-C, longying has provided customers with a variety of free templates; In order to facilitate customers' transactions, longying has established a convenient and flexible payment system and logistics system. But after a try, long Ying soon found two seemingly insurmountable obstacles: high customer cultivation costs and complex customer service work. Printing 100 personalized calendars for 100 customers brings the same income to the enterprise as printing 100 calendars for one customer. However, the cost of customer development and service of the former is much higher than that of the latter. Trapped in it, longying called it a morass of retail and decided to turn to commercial personalized digital printing in b-b-c mode in 2008. However, three years later, longying still faced the fate of shutdown

why is the B-C business that has sprung up abroad in recent years making slow progress in China? Some insiders have expressed their views. Li Peng, the business development manager of indigo, the printing and imaging group of China Hewlett Packard Co., Ltd., and the China business development manager of the high-speed inkjet digital printing division, believes that although the B-C e-commerce model should have great development potential for the populous Chinese market, from the perspective of consumers' consumption outlook, shopping methods, payment habits In terms of individual needs, it is not possible to achieve large-scale popularization. Chen Jie, chairman and general manager of Yan Zhiling Digital Printing Co., Ltd., believes that digital printing based on network is the development trend in the future. However, at present, the use of Internet in China is not popular, and people use Internet for entertainment more than function. Cao Guoliang said that the domestic B-C digital printing mode started relatively late and developed slowly. This may involve customers' professionalism, speed and consumption habits. As a senior person in the industry, he said frankly that he had not heard of enterprises that made money in the B-C field, but this did not affect his confidence in b-c. he said that in the future, B-C should be a large market and will have a good development, because its cost and convenience are much more suitable than photo studios, and its variability is also great. As customers become more familiar with this field, there should be better development

chain stores vs factory stores

in the early stage of the development of digital printing, most enterprises with architectural graphics or business documents as their main business chose to live according to customers and locate the store location around key customers to achieve rapid response and service. What types of products do post universal machines have? Today, Jinan new era Gold Testing Instrument Co., Ltd. takes you to see a kind of changed universal machine. With the expansion of customer groups, chain has become a natural choice for some digital printing enterprises. A survey in 2010 showed that 69% of the surveyed digital printing enterprises have opened branches

however, in recent years, with the diversification of digital printing business model, especially the acceleration of the process of traditional printing enterprises entering the field of digital printing, another model has emerged: factory store. Compared with chain stores, the location of factory stores will generally deliberately avoid downtown and commercial areas, and some are even located in relatively remote industrial areas. The advantage of the factory store is that the property cost advantage is obvious, and the operation cost is reduced through centralized production, while the disadvantage is that it cannot quickly respond to the service needs of customers

chain store or factory store? The two models actually involve the business positioning of the enterprise itself. Those who choose the chain store model generally focus on fast printing businesses such as business documents, while those who choose the factory store model mostly focus on industrialized digital printing as the target market. The two models have no advantages or disadvantages, and there are successful cases at present

established in the early 1990s, Shimei group introduced the first digital printing machine in 2003 and entered the digital printing market. Starting from Beijing, it has opened a number of chain stores in Shanghai, Guangzhou and Shenzhen. Cao Guoliang said that at present, Shimei's chain stores all adopt the direct sales mode, because this is more conducive to Shimei's brand maintenance and control of production skills. In the future, Shimei will continue to adhere to the development model of direct chain, and initially plans to open about 50 stores. The chain road of Shimei group is mainly customer-oriented. Cao Guoliang said that at present, most of Shimei's customer base is concentrated in Beijing, Zhejiang, Shanghai, Guangzhou and other places. If customers in Tianjin, Chengde and other places have demand in the future, they can also open branches when the time is ripe

unlike Shimei group, which adheres to the chain store model, Shanghai Shenglong Printing Co., Ltd., which is also widely concerned in the field of digital printing, started from the chain store model, but finally went to the factory store. In 2006, as a traditional printing enterprise, Shanghai Shenglong opened its first digital printing express store near Shanghai Zhongshan Park, and opened two chain stores in the second year. However, after one year of operation, one company made a profit, one company remained unchanged and one company lost money. After some thinking, the main decision-makers believed that the chain store model was not suitable for Shenglong printing, so they decided to concentrate the digital printing equipment on the factory and the traditional printing to implement centralized production. The close interaction between digital printing and traditional printing enables Shenglong printing to better meet the different needs of customers and achieve good business results, which has also become a major feature of Shenglong printing

some numbers are printed outside chain stores and factory stores

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