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Digital Printing Is Gradually Replacing The Traditional Printing Market
- Jun 29, 2018 -

Today, digital printing has been widely accepted by the world.


If it is said that the digital printing technology without the printing plate is the first copy of the copier made by American Chester Carson in 1938 using the principle of electrostatic imaging, the digital printing is widely accepted by the world and become a new round of market hot spots after the 2016 de Lu Ba printing exhibition. Because Heidelberg, KOMORI and other traditional printing equipment manufacturers almost never enter this field, which means that they are optimistic about the development of the next step in digital printing.


In fact, in recent years, the application of digital printing in various fields has been rising and falling. The most fundamental reason is that the market is changing. For example, the earliest use of variable data printing in the production of bills industry, because the rise of electronic invoices is going downhill, and this trend can not be reversed. But inkjet printing is developing rapidly in the fields of architectural decoration, textile printing and dyeing, label printing, and packaging printing is likely to become the next hot spot.


All this is related to technological progress, and also to the standard of living of the Chinese people from food and clothing to well-off society.


This change has attracted the attention of all printing managers, the most outstanding performance is that the traditional printing enterprises represented in the digital printing forum are more representative, because they want to understand this change, and hope to keep up with the pace of the development of the times and not be backward.



Meet individual needs



It's the biggest advantage of digital printing


Demand, variable and instant are the advantages of digital printing. These characteristics are objectively restricted and relatively limited in application areas when the relative shortage of materials and the quality of digital printing need to be improved.


However, after the people are seeking food and clothing and entering a well-off society, they have the capital to enjoy life, and they also begin to seek to show their personality and reflect their own value, and the continuous breakthrough in digital printing equipment in the aspects of amplitude, speed, quality, media and so on. This new print student, which is accompanied by digital technology, has grown up. The field of production technology is increasing. Label printing is undoubtedly a fast developing field of digital printing in recent years.


In recent years, the use of digital printing technology in label printing has been related to the market attribute of labels and the development of the whole society to a certain stage.


Labels are closely connected with trademarks, and the affirmation of the application labels is first registered by the trademark, because the trademark is to clearly mark the goods and leave a distinct brand memory for the consumers. However, it is not always possible to use labels when registering trademarks, whether labels are more related to the attributes of products, such as labels commonly used in food, beverages and clothing.


But even so, the form of the label and the carrier is still different, there are plastic bottles, a paper tag, and even some brand furniture directly label the label on the surface of the furniture. After entering the market economy from the planned economy of history, with the more and more material, the amount of the label is increasing, and there is still a trend of growth.


According to the data provided by the China printing and equipment industry association of China printing industry technology development road map, the annual output value of labelling printing in China has reached 33 billion yuan in 2014, accounting for 3% of the total printed output value of the year, of which 4 billion 400 million square meters of label printing production has been produced, and the country is engaged in label printing. More than 6000 enterprises have been brushed and nearly 60 thousand employees are employed. These figures clearly tell us that label printing is a small branch of printing in China.


The so-called "social development to a certain stage" refers to the demand for publicity from food and clothing to well-off society.


The theory is based on the 5 level theory of human needs in the human motivation theory put forward by American psychologist Maslow in 1943 (Fig. 1). (Pyramid) In the stage of adequate food and clothing, people pursue the needs of physiology and safety to survive. After entering a well-off stage, people have the ability to pursue the needs of society and respect. The purpose is to seek a sense of belonging, and the Chinese are at such a stage at the moment.


The Asian China Statistics Bureau of Goldman Sachs has compiled a wealth distribution table (Figure 2) based on the per capita income of China in 2013 (Figure 2). It is believed that in this year, the income level of 48.2% of the labor population in China is in the well-off area. In 2015, the survey data of CHFS showed that the number of middle class in China had reached 204 million in the year, and the total wealth reached 28 trillion and 300 billion yuan, which exceeded the United States and Japan and ranked first in the world, which is of course related to the large population base.


The improvement of the national economic conditions has made it possible to pursue the individuation of consumer goods, and has also pushed the label printing that can promote individuality to the cusp of the waves.


Digital printing in the field of label in recent years



Fast growth


Facts have proved that personalized products can really stimulate consumption because they satisfy certain human needs. For example, the product label printed with the name of the recipient and the wedding candy cake with the name of the newly married couple will bring a pleasant surprise.


Again, for example: Shandong green love introduced with advertising candy packaging, can make people enjoy the delicacy of candy, can also play the role of advertising (such as Figure 3); choose to wear their own wishes, printed with different words of T-shirts, to a certain extent, can also show their personality and preferences

More data prove that personalized labels can boost sales of products. Coca-Cola is the first brand to open personalized labels. This bold attempt not only embodies the courage of the international Brand Company, but also brings benefits to Coca-Cola.


In 2013, Coca-Cola tried to launch a nickname bottle, such as Figure 4, to apply the popular nicknames, such as boudoir, lololi, and food, to the product, according to the data. This will undoubtedly increase the cost of the original brand, but the result of the launch of the personalized brand is that Coca-Cola's market sales increased by 20% compared with the previous year. It is still in the background of the public opinion attack on carbonated drinks.


The successful attempt to increase the company's confidence in promoting this work, in 2014, they launched lyrics bottles, sales increased by 9%. Then, in 2015, he launched the phrase bottle, launched the gold medal Zan bottle in 2016, and launched the whisper bottle in 2017. There is no doubt that as long as the change of labels can bring benefits to product sales, enterprises will enjoy it.


It is precisely driven by personalized labels launched by Coca Cola Co that a large number of enterprises actively follow up. "To establish a dialogue with consumers", the "reason bottle" "HI (HI) bottle" "spelling bottle" has been introduced successively; Yili, Kangshifu launched a white bottle; unified group introduced small tea students... In addition, as well as Jiang Xiaobai (Figure 5) and Oreo (Figure 6), all of this proves that it is possible to bring new sales and profits to the enterprise as long as it draws closer to the consumer and brings additional feelings to the consumer.