Analysis of Business Opportunities and Crisis of Electronic Supervision Codes for Printing Enterprises
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At the end of 2007, the General Administration of Quality Supervision, Inspection and Quarantine issued the "Notice on Implementing the Special Provisions of the State Council on Strengthening the Safety Supervision and Management of Food Safety and Other Products > Implementing the Electronic Supervision of Product Quality" and the Implementation Opinions on Doing a Good Job in the Quality Supervision of Key Products ", the nine categories of 69 products that are required to be included in the "First Network Catalogue" must be coded and listed before the end of June 2008; in January 2008, the AQSIQ announced the first batch of electronic quality supervision of Chinese products. "Network variable bar code label printing enterprise list", 47 printing enterprises were listed among them, "Administrative Measures for Electronic Supervision Code Printing Enterprises" was issued; in February, AQSIQ released "About 2008 according to the implementation of electronic supervision of product quality" The Notice of Product Quality Electronic Supervision Network to Promote Work Deployment, adjusted the code method and time to market; in April, the “second batch of code printing company recommendation list” was released, and 56 printing companies came into view; in June, The General Administration of Quality Supervision, Inspection and Quarantine issued a report on the submission to the provincial bureaus and the China Printing Technology Association and the China Printing and Equipment Industry Association. Three batches endowed printing companies recommended list, "which can be described as hurried pace.
"A bag of fake seeds has once turned a year of hard work into a bubble; a bottle of fake wine once made the colorful world into darkness; a bucket of fake milk powder once made the child's smile a memory." In July, Andy Lau’s sad eyes reminded everyone of the electronic supervision code, and also remembered the phrase “Really not fake, fake can’t be true, electronic supervision code, know it when you swept”.
But it seems that not many people realize that behind this simple “sweeping”, how many printing companies have “suppressed people”.
Business opportunity is still a crisis
This is an overly simple comparison question. On the one hand, there are 87,000 enterprises involved in food, household appliances, wood-based panels, wire and cable, agricultural materials, gas appliances, labor protection products, electric blankets, cosmetics, and other nine categories of products, hundreds of millions, billions, and billions. The strong demand generated by the products of the meter is on the one hand, and it is recommended by more than 100 companies. It is counted that there are only a few hundred companies that have variable bar code printing technology in China. Obviously, the production capacity is far from enough to meet such a large electronic regulatory code printing demand, and these figures seem to be announced to the printing company: business opportunities come.
Equipment business opportunity
There is no doubt that the business opportunities faced by equipment manufacturers are the biggest. Manufacturers, printing and packaging companies will purchase variable barcode printers, laser printers, thermal transfer printers, digital printers, etc. according to different needs. The price is from a dozen. From 10,000 to several million yuan, the equipment manufacturers frequently appeared in the electronic supervision code promotion conferences of large and small, most of them began to strengthen sales at the end of 2007, and also hoped to meet "a lot of customers come to contact."
Business opportunities of bill printing companies
In the face of electronic supervision codes, bill printing companies that have mastered the experience of variable printing technology and confidential data management are eager to try. About 37% to 42% of the products that were certified in the country in 2007 adopted the labeling method, as calculated by the person in charge of a bill printing company: “If each company produces 10 billion unified electronic surveillance code labels Each label sells 2 cents, and the company has a revenue of 200 million yuan." This is a huge attraction for bill printing companies that are facing a "small and porridge" situation.
However, as the water in the market for electronic surveillance codes has deepened, people have doubts about the understanding of "business opportunities." "Some people say that this is an opportunity for bill printing companies. I think they will not say this when they are not thoroughly acquainted." A CEO pointed out bluntly. Even the equipment sales staff said, "I personally think that the bill companies are not suitable for this. The only point of agreement between them and the supervision code is the number management and bar code printing equipment, but from the printing method, management method, business scope, etc. Look, they are not suitable for the supervision code, unless it is a comprehensive enterprise with both bills and packaging."
Moreover, if you really want to make a big difference in the field of electronic supervision code, it means that the printing business of the bill has been transformed into a new field, but some experts have warned that it is necessary to act rashly. "The bill printing enterprises must enter the packaging and printing field and must be carefully considered. It is more feasible to enter the field of self-adhesive printing."
Business opportunities for label printing companies
“In the bills, labels, packaging and printing companies, label printing companies are more suitable to enter the electronic supervision code market. The bill printing machine itself has different requirements for the thickness of the paper and the requirements of the coding, not as flexible as our label printing companies. A packaging and printing company around me also tried to get in touch, but after they calculated, it was very uneconomical to find such an investment.” Guo Limin, general manager of Zhengzhou Changxiang Printing Co., Ltd. gave an example of his own point of view, “A high-end wine box The cost is 5 yuan, the printing process will inevitably have a certain loss, and the current loss rate is still relatively high. Once the loss occurs, the box will be scrapped, and neither the printing enterprise nor the final customer can accept this cost. It’s a matter of one or two cents."
Changxiang Printing, which has been engaged in variable data printing and mainly printing anti-counterfeiting labels, is in the market of electronic supervision code, because this is the company's strength. "I heard that the printing factories in Guangdong are too busy to pay the goods!" From the message on the forum, we can also see that the feeling of Changxiang Printing can indeed represent a large part of the label printing enterprises.
Business opportunities for packaging and printing companies
Perhaps many packaging and printing companies regard electronic surveillance codes as trouble, not business opportunities. However, if packaging companies can have production qualifications and capabilities in the early stage of the promotion of electronic supervision codes, they will definitely form a unique competitive advantage. In fact, some packaging and printing enterprises that have entered the electronic supervision code market in the first place have indeed obtained customer base. The reward of growth. In the long run, the process of entering the electronic supervision code market will also become a process for packaging companies to upgrade their digital level and standardize safety production management, which will help enterprises build strong competition barriers in the future.
Crisis
Business opportunities, indeed, are not unconditional. Sticking to the bitterness of the stickers, printing with the difficulty of printing, a small bar code like the sword of Damocles hanging over the top of the printing company. In the interview, the reporter found that the majority of the responsible persons of more than ten printing companies have a "non-optimistic" cautious attitude toward the promotion of electronic supervision code business, even those who have already been listed in the recommendation list of the code printing enterprises. There is a bit of a taste of "How many can you ask?"
“Is it impossible to use the ‘people’s sea tactics’?” said a person in charge of a pharmaceutical package printing company in Shandong. At present, small-scale labeling is not a problem for the time being, which has been confirmed in several code-recommending companies, but for those packaging printing companies with large production scale, the public opinion has produced - the greater the output, the more more. Yu Zhikang, general manager of Shanghai Tobacco Packaging and Printing Co., Ltd. raised the same question. “We will produce about 1.3 billion boxes a year. If a worker can post 1000 labels a day, how many people do you need?” This number is hard to imagine.
Since the relevant policies do not clearly define which code to implement the assignment, once the labeling method is adopted, the coordination problem between the product manufacturer and the packaging and printing enterprise is first put on the desk, Shandong The person in charge of the drug package printing company felt that "the process of labeling should be completed in the pharmaceutical factory, but the pharmaceutical factory is in an active position, and the printing factory is in a passive position, which is not easy to coordinate." Another person in charge of the company also shared the same feeling. "You can't increase the price of the final product because of the electronic supervision code. In the current market environment, upstream companies are likely to digest the cost of the code in the middle of the printing company. It was originally produced by meager profit, which is undoubtedly worse.
"Don't you get a needle in the sea?", the drug package printing company CEO once again sighed. “Whether it is labeling after printing, or die-cutting, labeling and post-labeling, it involves the problem of missing code and detection of electronic supervision code.” The hundreds of millions of boxes after the electronic supervision code is like a forest. In the densely packed leaves, no two pieces of grain are exactly the same. "The workload of subsequent inspection and monitoring will be very large, or it is impossible to complete at all."
Unrest and anxiety are not individual phenomena. For a large packaging and printing company, if you decide to introduce inkjet equipment, at least dozens of units can be matched with the printing equipment. The initial investment is several million yuan, and the current equipment is optional. Not much. “The investment in equipment is only the first cost. For a slightly better nozzle, the cleaning cost is very amazing,” Guo Limin said. “The variable barcode printer needs to be cleaned twice a year, and the cost per head cleaning is close to 70,000 yuan. There are 14 nozzles on our equipment, and we can buy a piece of equipment for hundreds of thousands of yuan. The high maintenance cost and the cost of related consumables are high, which makes the input-output ratio lower, and the investment recovery period is far more than we imagined. It will be much longer."
To take a step back, even if the coding equipment is available, the technical bottleneck of electronic supervision code printing still exists. "The speed of the printing machine is not static, and the coding equipment is difficult to match in speed when wiring." Perhaps because of this, the current electronic surveillance code offline printing is more common, the relevant person in charge of a printing company in Anhui introduced, "In the offline operation, four sets of coded equipment are simultaneously turned on, and the speed of the printing press is barely able to keep up." Because of the need for code assignment, the entire production process will face re-planning and arrangement. The person in charge of a packaging and printing company in Shanghai has also raised the same confusion. "We have a wide range of products, different formats, and how many nozzles are suitable? ”
Technology limits costs and speed against efficiency. In the midst of contradictions, how should printing companies make choices?
Change or remain unchanged
In the interview, we learned that most printing companies want to know what their peers think and do in terms of code printing. Is it preemptive? Is it thick and thin? Still watching it change? The benevolent sees benevolence, the wise sees wisdom.
Forerunner
In the printing of electronic surveillance codes, the experience accumulated by the pioneers may be their unparalleled advantages. “Two years ago, when electronic supervision was piloted in Hebei, we had already joined,” said Lei Manager of Anqing City’s Duxiu Packaging Co., Ltd. “The plastic seed packaging of Hebei Guoxin Seed Industry is produced by us. The electronic transfer code is printed by means of thermal transfer."
In the face of the problem that the printing capacity can match the production capacity of the coding, Meng Zhiwen, the general manager of Beijing Colorful Printing Co., Ltd., which has already undertaken the electronic supervision code business, said in an interview, “We feel that there is no difficulty. How much? The nozzle depends on the number of business. If there is a constant source, it will be installed more, and 20 or 30 will have no problem. If there is less activity, it will be less installed and more than a few times.” Meng Zhiwen believes that it is market-oriented and profit-driven. Under the premise, everything is not a problem. "Enterprises don't just talk about one benefit. I believe that if the market has this demand, there will be thousands of printing companies chasing it."
With the deepening of electronic supervision, the list of two batches of recommended companies has been determined. A number of printing companies have revealed that many new customers have emerged after the addition of the code printing business. However, this did not make them breathe a sigh of relief. The increase in new customers has caused the lack of capacity in the printing plant of Beijing Printing Group Co., Ltd. Chongqing Honghai Printing is also considering whether to expand its business scope. Anqing City’s exclusive packaging The limited liability company said that the business that needs to print electronic supervision code currently only accounts for about 30% of the total business volume. With the increase of the number of enterprises, it is uncertain whether it is necessary to increase equipment investment. Various problems are on schedule.
Pilgrim
Guangdong Wanchang Printing and Packaging Co., Ltd., which is mainly engaged in wine labeling, has introduced the printing equipment on the basis of overall consideration, and has also modified the existing printing equipment. The core business of Zhejiang Xinda Printing Co., Ltd. is to provide packaging and printing services for pharmaceutical manufacturers. There are millions of cartons shipped every day. Although the company’s responsible person has long known about the electronic supervision code, it is still prudent. Half a step, I also booked the coding equipment not long ago. In addition, Xinya Investment Co., Ltd., Shuguang Printing Group Co., Ltd., Fukang Packaging and Printing Co., Ltd. and other well-known printing and packaging companies have done their homework for applying for the qualification of printing enterprises.
"As far as I know, many packaging and printing companies are currently preparing digital printing equipment," and those who have carefully observed the market have long noticed the movements of the stalkers.
Watcher
At present, there are not a few companies that are constantly watching. “The main reason is that it is technically difficult to implement, so there is no way to formulate a specific plan.” Manager Hu of Hangzhou COFCO Meite Container Co., Ltd. explained that “the special substrate limits the minimum code unit, and the cans are currently only available on the outer carton. Assignment".
It is expected that policy makers will allow enterprises to smoothly enter the buffer period and avoid too much vibration, so that there will be more room for overall arrangement.
“The people of the AQSIQ will come to investigate and may also go deep into some enterprises, so everyone is watching how much this policy can be achieved.” One respondent pointed out some printing companies in the printing of printing. Another reason for stopping. As a result, even if the policy changes, the loss will not be too great.
"If the customer requests, we may first use the labeling method as a transition." It is not a move, it is an opportunity to move. Many companies are pondering the loss of the least.
It may not be possible to occupy the most favorable terrain in the market in the future, but the waiters are willing to seize the next opportunity.
Breaking the way
In general, the place where the code printing makes the printing companies have a headache is a technical problem, and the second is the cost increase. Some people say, "Any technical problem can be solved. This is just a question of money." This is not unreasonable. If it is not a cost constraint, can it be feasible to promote RFID technology that can also track products throughout the process? However, the cost breakthrough will ultimately be completed by technology.
"In fact, we don't know much about technology." This sentence comes from the mouth of a packaging and printing company CEO. Nowadays, the specialized division of labor is getting more and more detailed, and the technical support of equipment manufacturers is getting stronger and stronger. As a result, our printing companies seem to have no chance to access the core technology, so when the code printing encounters technical difficulties, many Printing companies will take it for granted that "these problems should be solved by equipment vendors."
Taking advantage of the professional labeling enterprise, the company developed a cover label with integrated electronic supervision code, certificate and sanitary seal, which not only fulfilled the supervision function, but also saved the certificate and the original cover sanitary gasket material, which greatly reduced the cost. . Its experience tells us that printing companies need to break through the technical bottlenecks and find a space to stand on.
The direct printing of electronic regulatory codes is the ultimate requirement of the policy, and packaging and printing companies have to work hard on variable data printing technology.