Creation of printing ink brand
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Today, with tens of thousands of printing companies nationwide and increasingly fierce market competition, only products that have achieved brand image can satisfy increasingly discerning consumers, and companies that do not compete for brand names can only succumb to the downstream and can only win few markets. The share may eventually lead to decline. Creating your own brand is a common feature of knowledgeable entrepreneurs.
As everyone knows: there are brands, famous brands, and only markets; there are markets, customers, and benefits. In today's increasingly homogenized market environment, it is becoming more and more difficult for manufacturers to emphasize the differences in characteristics, quality, and price of similar products. The competition of products tends to be brand competition. Ink products are semi-finished products in an intermediate state. Consumers themselves do not “use” products, but “enjoy” products. Compared with other finished products, technical services and finished products (film formation) during this period are guaranteed to be critical. effect. Therefore, we must adopt a business model of product, technology and service, so that the end consumers can confidently face the direct benefits of the products, thus creating their own brand in the ink industry.
To create a brand of printing ink is closely related to the creation of a printing brand. The desired decorative effect of the ink depends on three factors: good ink quality, proper selection of materials, and careful printing art. As the saying goes: three-point looks, seven points to dress. For the printing industry, it is three-point ink and seven-point printing art, which also shows the status and role of printing art and printing management in the quality of ink engineering. 90 points of ink, after careful design and printing, can achieve 100 points of engineering effect; 100 points of ink, if there is no scientific process and management in the printing, each process is neglected to control, the final engineering effect may be 80 points 60 points or even unqualified.
Many experts in the ink industry believe that there are so many domestic inks, and good printing projects, especially those with long-term printing protection effects, only account for a small proportion. The reason is that the development of the printing industry lags behind the development of ink products. There are only a handful of printing ink manufacturers or printing ink agents that have entered the printing industry, and the “corrosion” phenomenon in the printing industry has not received sufficient attention. The domestic printing art brand name can be said to be blank compared to the ink product brand name.
From the ink to the formation of colorful prints, the current status of the domestic print art market analysis, the realization of this process mainly has the following forms.
1. Printing ink products - distributors - printing art - printing engineering - end customers.
2. Printing ink products - printing art - printing engineering - end customers.
3. Printing ink products - printing factories built by ink manufacturers themselves - printing engineering - end customers.
4. Operators - self-operated small printing ink production plants, production of some products, own sales - printing construction - printing engineering - end customers.
5. Printing construction - self-run printing ink production plant, production of some products, insufficient purchase in the market - self-made printing engineering - end customers.
The following five forms are analyzed from the perspective of the consumer.
The first and second forms are extremely common in the printing ink market and are characterized by:
1. For its own economic interests, the middlemen try their best to lower the purchase price of printing ink products and try their best to raise the shipping price.
2. The usual methods used by printing construction enterprises: shoddy, even inferior filling, stealing columns, cutting corners, making only surface articles, and accepting acceptance.
Due to the printing quality problems caused by middlemen and manufacturers, ink production plants are often unable to escape the relevant responsibilities. The end customers of printed matter have spent a lot of money, and the "satisfactory results" received are often partial, superficial and short-term. Such examples are everywhere in the world and are commonplace. The "corrosion" and "internal injury" of these printing ink industries have seriously affected the reputation and market development of ink manufacturers.
The third form is a form that the author wants to recommend. Printing ink manufacturers or distributors set up their own printing team. This team should first be familiar with the basic characteristics, printing suitability and film forming mechanism of each product. It must also be familiar with the printing base, construction performance and characteristics. In order to ensure the best printing results, printing construction enterprises must establish a scientific and artistic plan, art crafts, graphic arts management, select the most suitable ink series products and reasonable matching, adopt the most effective printing equipment, and pass the printing process. The selection of materials, materials, and careful printing ultimately harmonize the quality of the printing project with the cost. If Party A and Party B cooperate with the implementation of the "Printing Quality Three Guarantees" system, it would be even more desirable. Only by ensuring the quality of the printing project can we establish the image of the company itself and create a brand.
The analysis of this type of printing implementation is actually: implementing a one-stop service, giving the maximum benefits to the customers, leaving the various benefits receivable to the printing ink companies.
The fourth form is the opening of the front door and the back door to set up the factory. Due to many factors, it is difficult for the dealers to handle the ink factory and the printing construction enterprise. This form will face a severe test in the printing ink market that will continue to improve in the future.
The fifth form is the new phenomenon that has emerged in the printing art market in China in recent years. Many of the printing enterprise manufacturers are graduates of ink professional colleges. They have been engaged in research work in the industry for many years. They are skilled in printing art and understand ink products. They know how to find tips for making money in the printing industry, and they hang their own "owners". The title is the boss. This new phenomenon also reminds printing ink companies, construction workers can also run ink factories, if printing ink companies do not establish their own printing team, they will be affected by these printing "guerrillas".
At present, some printing ink manufacturers have built their own printing teams, and have made high-quality printing projects, which in turn has “selled” their own ink products. Ink and printing push each other to achieve double profit and shape the brand image. As the enterprise grows bigger and bigger, the brand becomes more and more loud, and the social benefits, economic benefits and brand benefits are bumper.
Of course, each ink company has different actual conditions and its own advantages and weaknesses. The business models of the companies are different. Therefore, it is impossible for each printing ink company to produce and operate ink products and undertake printing projects.
Looking at the market, the printing industry must stand firm in the fierce competition, and must build its own brand image and strive to create a printing art brand. If the printing industry is fully developed, the printing quality will be guaranteed, and the demand for high-quality inks will be promoted. From then on, it will enter the higher-level virtuous cycle of printing ink printing, which will be favored and supported by customers. Speed up the development of the printing ink industry.