In this era of rapid development of science and technology and high Internet popularity, more and more people are used to online shopping. The rapid development of network hardware environments such as broadband, computers, mobile terminals, and cloud storage has accelerated the continuous updating and improvement of business models. In such a big context, The soil for e-commerce applications in the printing industry has been formed.
Thinking of direction
For the printing industry, the current application of e-commerce mainly has the following aspects.
1. Communicate business information
Communicating business information is the most basic application of e-commerce. According to the survey, among the enterprises in the printing industry that use the Internet for corporate and product promotion, only 15% of companies have their own independent websites and web pages; 63% of enterprises use open platforms and corporate web pages to promote themselves; 82% of enterprises are based on The information platform has been released and promoted accordingly.
Look at another set of data. According to the monitoring data of the China Electronic Commerce Research Center, as of June 2012, the number of SMEs using third-party e-commerce platforms in China has exceeded 16.5 million. So, what is the specific situation of the printing industry? Taking Alibaba as an example, according to statistics, the number of paid companies in the printing industry is more than 3,000 among Alibaba's international paying members, and the number of members in domestic stations is more than 20,000. It can be seen that the target customers of most printing industry practitioners are still based on the domestic market. Among these enterprises, packaging enterprises account for the majority, among which the main business of packaging bags and packaging boxes is the highest, followed by bottle caps, printing consumables, plastic film, paper and so on. In addition, the ratio of trade companies and the production capacity of equipment with real scale is about 6:4, and the transaction method is still based on offline transactions. It can be seen from these data that the reaction and actions of the printing industry practitioners under the e-commerce wave are still in their infancy.
2. Network promotion
Online promotion includes search engine marketing, instant messaging marketing, BBS marketing, SNS social network marketing, etc. These are the marketing channels that the printing industry can effectively use. In fact, many companies in the printing industry are experimenting with various forms of online promotion, and many companies have achieved good results.
3. Online printing and trading
From the product point of view, the printing industry practitioners should engage in online printing and trading, which can be cut into the following four major product categories: one is personalized customized products, including desk calendars, albums, souvenirs, etc.; the second is books and periodicals published on demand. Third, commercial packaging products, including brochures, business cards, labels , cartons, etc.; Fourth, support equipment production and operation of printing products, such as printing equipment , accessories, supplies and so on.
For different consumer groups, printing companies can construct three major business models: one is B2C, which is mainly for the market demand of personalized products; the other is B2B, which mainly provides services such as commercial printing and packaging printing ; the third is B2B2C mode. , mainly by printing equipment suppliers to dock printing companies.
In the industrial ecosystem, different roles and different roles need to be supported. Therefore, from the perspective of industrial role, the printing industry can find that in addition to doing the job of print production and processing, the printing industry can also extend its role as a platform to provide logistics services, technical services, and even It is a financial service. In the future, this kind of service distribution of printed e-commerce will be more detailed and more specialized.
The road to practice
On the road of exploring online printing and trading, many companies in the printing industry have made useful attempts.
1. Personalized customization platform
Some large printing companies in the industry are testing water to create personalized customized platforms, such as Shengyuan Impression, Tiger Color, etc., as well as foreign industry companies trying to divide the market, such as NetEase India, HP Snapfish, and Cardang.
Overall, this part of the market growth is quite impressive. Take Netease Imprints as an example. With the large number of user groups collected by NetEase portal, users with specific needs are imported into the personalized customization platform. As of September 30, 2012, there were approximately 510 million registered users on the platform. On the NetEase album, there are about 4.5 billion photo resources. Every day, almost 10,000 users customize personalized gifts for themselves or their family and friends on the NetEase prints. Every 10 seconds, an order will be generated.
HP Snapfish is also an e-commerce platform that has grown from HP's strong back-end power. Now, HP Snapfish can already be seen as a benchmark for this segment. However, it is worth noting that in the domestic market, whether it is an e-commerce website or a search engine website, most local companies can win the top spot. Therefore, with the rise of local enterprises, HP Snapfish will face great competitive pressure.
At present, personalized customization platforms have sprung up in an endless stream and have entered an outbreak period. In the past five years, the rise of social networking and other photo sharing sites has made the web storage and online printing business grow rapidly. It is expected that the number of personalized customized platforms will continue to grow rapidly in the future, and the market share of personalized printed products will continue to increase. However, many platforms have serious problems such as serious product homogeneity, single profit model, insufficient innovation, and lack of integrity, which have brought a lot of challenges to the development of the industry. Of course, it is precisely because of the initial stage of development that there is no shortage of opportunities for industrial integration.
2. Publishing on demand
In the field of on-demand publishing, the entire printing industry has made substantial progress. Jiangsu Phoenix, Tiger Color, Daheng Digital and other powerful companies have purchased the corresponding equipment and officially entered this field. Observing the on-demand publishing area can be done in two dimensions. First, the traditional publishing business gradually migrated to the network. However, due to the high policy threshold and industry threshold, the Lightning Source model, which is regarded as an example by the industry, seems to be unable to be replicated in the industry in the short term. Second, it is based on Internet genetic content. Production and publishing, such as MicroPrint, are trying to turn web content into personal publications and consumer goods.
3. Commercial printing
In the field of commercial printing, the well-known pioneers are the health of Taiwan Province and Hong Kong. Their success has made many mainland companies see the dawn. However, it should be reminded that the online platform is just the tip of the iceberg that everyone can see. The most important and most difficult part is the part of the iceberg below the water surface, which is the integration capability of the offline process. Using IT thinking to comprehensively consider and redesign the entire production process to achieve a high degree of alignment with the online platform is the new perspective of the IT era and the network era.
4. Trading platform
Based on the concept of serving the industry, the China Institute of Printing Science and Technology has created a professional platform that can realize one-stop procurement of printing and packaging equipment and equipment, and has received a positive response from the industry. At present, the number of enterprises entering the India Trade Network is about 200, and the number of products is about 10,000. It is reported that in the future, India Trade Network will further refine the product classification, provide more accurate product quotation, and strive to break the gray area of ​​procurement. It is unavoidable that the development of India Trade Network is still plagued by problems such as industry purchasing habits and account period. Transparent purchase prices have gradually opened up the game between network channels and traditional dealer channels. This is a painful process for suppliers. However, as one of the development trends of the industry, this platform has its existence value and is worthy of further exploration and improvement.
5. Printed e-commerce service provider
In this large industry chain, there are also some related printed e-commerce service providers, such as Shangyin.com and Taopix Portfolio. Among them, Taopix Portfolio has a software platform for customer production and management background, which can provide perfect solutions for photo book and video gift manufacturers, and is rapidly becoming one of the preferred platforms for digital printers and print shops to enter the high-profit digital printing market. .
As printing companies become more capable and more professional, there may be more companies outsourcing non-core businesses. In the future, the industry segmentation capabilities and professional service capabilities of printing companies will determine their core competitiveness. In the case of this market segmentation trend becoming clear, for printing companies, they need to know what they can't do, and more importantly, they need to know what they can do, because that is the core and most valuable of the company. thing.
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