Cultural Printing Export Promotion Experience Exchange Symposium
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In order to promote the development of Taiwan's printed matter, the Taiwan Printing Industry Association and the Printing Technology Research Center will hold this symposium on July 2nd, and will find out the way for Taiwan's print sales in a broad way. Testimonials, sharing experience in the export of printing industry, and advancement of international book fairs to expand printing business opportunities. The chairman of the district guild, Mr. Lu Jinfa, gave a speech and encouraged the re-creation of print sales, which is expected to open a new way for the depressed printing market.
How does Taiwan's printing and exporting power rise?
Chairman of the Board of Research and Development, Chen Zhengxiong, is also the general manager of Xingtai Color Printing Co., Ltd., who has been exporting prints in Taiwan for more than 40 years, and still maintains export work until now. He said the testimony of Taiwan's printing industry for export and made a review of Taiwan's print sales. And some forward-looking views.
1. In the 1950s, Taiwan was not only exported without print, but also imported from Japan and Hong Kong, while some of the higher-grade color prints and stamps were imported from Japan, the United Kingdom, and Switzerland. Basically, the color printing in Taiwan has just begun. There is no big capacity and good quality. Hong Kong has a certain level of German-style color printing technology in the British world. In 1958, Xingtai Color Printing was commissioned by Mr. Lin Baishou, a color ancient porcelain catalogue edited by the Palace Museum, Mr. Tan Danyi. The text has a lead type printing, and the glass sheet photography is used to make the two-color overprint printing of the screen zinc-plated version. Printed by Xingtai Company, the color picture was made by the Japanese Otsuka Art Co., Ltd., which was made into the original color letterpress printing. In that era, there was still a big gap between Taiwan's color printing and foreign advanced. Therefore, the government’s high-level publicity printing and the publication of good things in the Forbidden City were all commissioned for foreign printing, and it was only after Mr. Li Guoding proposed the construction of a high-level printing agency at the US Aid. China Color is also the birth of today's Chinese color printing company.
2. In the 1960s, color separations were Kodak's letter-finishing method and flat-gravure plate making, which enabled the printing press to quickly print large quantities of color prints. After the establishment of China Color, it has a large four-color machine, a medium-sized four-color machine, a two-color machine and a monochrome printing machine. There are also gravure printing machines for printing stamps. Therefore, lithographic and gravure color separation plates are available. Mr. Jiang Yamin, who studies platemaking technology in the Philippines, also has people who learn to operate the printing press. At that time, the Philippines had a US security branch printing factory, which had higher equipment and production levels than Taiwan. At that time, the planning of Chinese color was not like industrial production. Although all the equipments were complete but lacked the main production equipment, it was convenient to start the training classes and not very good in productivity. At the same time, the "Qiaolian Color Printing Company" set up by Nikko in Jingmei was directed by the Japanese letterpress printing company to send the exporter's pineapple label, but later disappeared due to poor management. At the end of 1960, Xingtai Printing Company began to print Hawaiian tourism promotional prints, sightseeing postcards, cards and playing cards in Washington DC, USA. The playing card is a plastic box decoration that adds added value.
3. In the 1970s, under the leadership of General Manager Chen Caiying and Mr. Hou Yuhua, Zhonghua Color fully opened up overseas markets, including a large number of foreign automobile company catalogues, Hawaii sightseeing guides and other color books. Xu Shiquan, the founder of Sihai Separation Co., Ltd., led the business of overseas color separation films. In Europe and the United States, the largest number of German publishers, followed by the United Kingdom, and other local plate-making work, have very advantageous prices and profits. In addition to the Washington DC sightseeing postcards and playing cards, Xingtai Color Printing has a color separation business to expand Vietnam and Thailand. Other companies are committed to designing and printing consistent export business. During this period of time, the electronic scanning color separation machine and the four-color machine input have made great progress in domestic production quality and productivity. Since 1975, Xingtai Color Printing Co., Ltd. has been engaged in the collection of French Pacific island countries such as Nomiya and Tahiti. Each volume is 5-6 pages, and the annual export amount reaches 500~12 million Taiwan dollars. These exports are the earliest. After being bound by Hong Kong, Taiwan later solved the difficulties of origami, threading and hardcovering, and became a stable export export business in 6-7 years. Looking back at that period, Taiwan faced papers that could not be imported because coated paper had 45% × 1.2 = 54% tariff plus 3% of Hong Kong workers' donations. Domestic coated paper was 60% higher than foreign countries, and export books must be checked and approved by the Information Bureau. Export, a large printing house printed Hong Kong Cathay Pacific Airways magazine, because there is a five-star flag on a picture and not allowed to export, not only lose money to break business opportunities. Around 1990, the contract printing company's American business factory moved to Shenzhen to set up a factory, ordering a batch of Barbie doll boxes in Taiwan, marked with the words Made in China on the box, to the customs security unit (I don't know what mechanism) It was not allowed to board the ship, so that the contract company and the trade target subscribers jumped in anxious manners. Later, the Taiwan Printing Association sent a letter to the International Trade Bureau, the General Administration of Customs, the Information Bureau, the Investigation Bureau, the Guard General Command, and Taiwan’s export to Hong Kong. In the packaging products of mainland China, the prohibition on the printing of Made in China is not based on the source of the law. As a result, all the five units have no relevant bans on the replies, and therefore the five export units have confirmed the non-prohibited export reply to the customs. Shen Fu was released for export. It can be seen that the items to be exported at that time were even banned from the reasonable words on the packaging, let alone other thought books. In Xingtai Printing Company, there are many printed copies of the Kingdom of East Canada, Noru Island and Fiji. One time the Fiji Catholic Bishop's Office brought a batch of Fijian Bible negatives. The Customs first seized the case, but no one in Taiwan can understand it. Fiji is used as a release.
4. In the 1970s, Hong Kong's printing and export sales rose rapidly. It was first developed in the United Kingdom, Australia, the United Kingdom, Canada, and later in the United States and the European countries. In addition to low paper prices and unlimited printing content, Hong Kong is also because of Hong Kong. The British government pays attention to copyright. Relatively to the fact that Taiwan’s copyright at the time was very volatile, foreign publishers were deterred from Taiwan. On the contrary, British and American publishers such as Longman, Magloch and Reader’s Digest set up branches in Hong Kong to purchase printed materials. In addition, large Japanese printing and letterpress printing companies set up large-scale production bases in Hong Kong, which has become a major force in promoting the export of Hong Kong printed products and technology.
5. In the 1980s, the development of Taiwan's printing market continued to be in the economic prosperity. In the three years from 1985 to 1988, the average paper volume per person nearly doubled from 70 kilograms to 138 kilograms, so the printing industry was self-sufficient and naturally less. In the export market, the Hong Kong industry is working hard to expand its export sales. However, the export of notebooks, gifts, packaging, plastic flexible packaging and plastic floor tiles continues to develop, and the export of paper printed products has declined sharply. During this period, Hanguang set up a factory in New York to undertake advertising photography and printing design and printing business. Autumn Rain Printing set up a color separation printing plant in Los Angeles to undertake US business. Xingtai Color Co., Ltd. also established a business and color separation base in Los Angeles. In addition to the early prepress work, it also sent printing or a large number of color separation work to Taiwan, which became a window in the US West.
6. The overseas business expansion of Taiwan Printing was the largest in the 1990s, including three book fairs assisted by the Trade Association. For example, the Frankfurt Book Fair established the Taiwan Printing Museum. Although many people asked, there was no interest in the domestic industry. However, Xingtai Color Printing received some European orders, with a maximum of 5-6 million/year in Lithuania. The New York Book Fair is at a low temperature of minus 5 to 10 degrees, and many hardcover book cover warpages simply cannot be commodities. The Los Angeles Book Fair has gained more, and the market is also easy to accept overseas supply. The Japanese printing market survey expands the export of printed materials. Two teachers, Lin Jingyuan and Chen Guolie, went to collect the market conditions and compiled them into a book. At this time, Taiwan’s printing factory has the ability to take orders because there is no export professional ability, including business and suitability for overseas print business needs. And after Hong Kong, Singapore, South Korea.
7. In 1990, the print sales were changed at home and abroad, and the Taiwanese manufacturers moved out. Some of the printing plants were transferred to China for investment, which left room for the market, but also caused the lack of vibration in the packaging and printing industry due to the hollowing out of the industry. At this time, Hong Kong set up factories in the Pearl River Delta, Singapore to set up factories in Malaysia, forming a former shop and a factory, which is more competitive in terms of price and production capacity. And a lot of manual consumption work, Hong Kong also received orders from low-cost labor in China. Ten-page flattening machines have three or four thousand printing factories. On average, two or three hundred people are processed after each flattening machine. common. In the long-term export division of labor, each factory has its own special production and special processing, such as special brochures, double-sided children's books on the inside, hand-applied three-dimensional books, etc. And the price demand, the Taiwanese industry is all the same, there is no core ability.
8. After 2000, Taiwan had fewer political taboos and was free to import and export. After the implementation of the WTO in 2003, the import tariff on paper was reduced to 0%, which was conducive to the printing factory to undertake work and find good paper. At the beginning of 2000, export sales accounted for about 2.5% of the output value of printed products. In 2007, it grew to 5.5%. The proportion is still low but there is a lot of growth. It is still difficult to take big orders in a single-handed way. The paper mill has not yet sold paper. If the price is to be remitted, if the big order is to be connected, the quality of each printing factory should be connected to each other. The consistency of the CMS color management system must be done in terms of color and reproduction, and it can be divided into several factories to cooperate in printing large orders, in ISO9001. ISO14001 to ROHS toxicant content certification, use FSC forest resource certification, PEFC fiber certification, there is additional demand for export work, because EU countries attach great importance to the subsequent waste disposal of products, can not produce untreated or too environmentally friendly The materials and packaging materials are made of recycled materials on printed products and packaging products. Because of the serious competition in domestic printing prices, many medium and large-scale printing factories are also looking for export opportunities. Although there are certain specifications, requirements and processing difficulties, it is to open up new markets and make the work more full. Opportunities, especially for packaging and printing, such as paper bags and trademarks, are very good. In 2010, due to the return of squid to the countryside, the investment in mainland China has slowed down, and the domestic printing market with long-term industrial investment is expected to grow.
9. Facing the Greater China Printing Communication Circle and the larger Chinese character communication circle, Taiwan has a favorable position in writing. In terms of communication content, Taiwan still has some higher places than China. It is only a closed communication environment in mainland China. Can you borrow it? ECFA's opportunity to open some restrictions on narrow doors, the unequal publication tariffs, unequal print control, can be properly opened, forming another opportunity for print sales. We should pay attention to the standards of paper, materials and color reproduction of international ISO, and re-work our own expertise and core competence to cultivate and cultivate, in order to find a suitable export market, not to do anything, do everything, do not make a dilemma, export Due to the increased import tax on machinery and equipment in China and the rapid increase in personnel costs, Taiwan still has the opportunity to make export sales. In the future, there will be no new print output opportunities, and it will be unclear whether it is domestic demand or export projects, but the printing factory will How to exist and strive for new business opportunities is also an important issue for future efforts.
Sharing experience in printing procurement
Mr. Wei Hanlin has served in domestic and foreign printing organizations. He has also been employed by APP Asia Paper Company. He is engaged in business management and Jibao Paper Mill in Surabaya, Indonesia. He is a self-employed exporter of printed materials and has long-term practical experience in exporting in China. . Before 1995, Mr. Wei contracted a lot of print sales for the company's Da Li Printing Company, and applied his cultural university printing department background to work more easily. After APP Asia Paper, the company's operators engaged in pulp and crepe paper business, from afforestation to pulp production, and then pulp to produce a variety of paper, cardboard, packaging kraft paper and so on. A paper mill's production line from the preparation of pulp to papermaking, drying, coating and post-treatment calendering and cutting, cutting to invest 350 million US dollars, equal to NT$ 10 billion, and 820 US dollars per ton of paper, plus fruit Investing in a $20 million printing plant will cost more than $4,000 per ton of printed product, and its added value will be five times, although only one or two thousand tons of paper per year will be used, accounting for 20% of a paper machine line. A production capacity is a very worthwhile investment direction, because it not only increases the added value of products and has more competitive power in the market, but also reduces the 5-10% adjustment capacity of some products. In fact, the APP principal has a bigger dream. He wants to open a giant printing house with 100 flat printing machines in Taiwan, the mainland or some paper-producing places, including all printing processes and processing equipment under one roof. It is very competitive, but after talking for many years, this dream has not been realized. In 2004-05, there were some problems in the prints of the Pearl River Delta in China. After returning to Taiwan, he found suitable business talents from the contacts of more than ten years ago, and he did a lot of business in foreign printing hackers. All of them have printing expertise and can be bought locally. Everyone who trusts the printing hackers has hundreds of millions of dollars of printing business per year, but they will analyze and see how to distribute the appropriate work to the appropriate production base, if there are four or five Such overseas hackers like this have a good performance in some markets, but they are used to seeing the large-scale export factories in the Pearl River Delta. All of them have consistently produced factories, large and complete production lines, and we all have a division of labor in Taiwan, not only the plate-making factory, Separate printers, a bookbinding factory divided into origami, stitching, hard cover and book line, they are curious that such a system is not available in other parts of the world. Da Li wants to print a large number of printed copies. There are only two flat printing machines, and there are bottlenecks in production capacity. Those who want to send out the outside and to supervise the printing can't run. They say that they don't print separately, unless they sign the full unanimous guarantee. Can be printed separately. It is very important to make a sample book. It is 100% printed on the machine. It is necessary to open more than 8,000 high-speed machines. It will be printed on hundreds of sheets of paper. After printing, it will be bound into a book. How to make the whole book can be recognized, but sample books also occur. Because the back of the book is not under pressure, the official bookbinding shell should be reduced, the carton is too loose, and it must be padded into the corrugated paper box to not squash, and one thing sometimes pulls the whole body. Just now, Chairman Chen’s cover of the gray cardboard warp is the most prone to problems after the export is wrong. Also do humidification box, dehumidification and low tide box test, can change the type to pass, otherwise you need to improve the different material combinations, and then test. Taiwan and mainland papers prefer "whiteness", which looks whiter to the naked eye. Because of the high concentration of fluorescent agents and other whitening additives, it has become a yellow and white "real true white" in Europe and America. The pattern is taken two or three years ago, just as Europe and the United States is really white, but printing new paper is a whiter problem, which should be handled with care. The paper cost accounts for 55~65% of the total cost. How to control the paper price is very important, and the profit space is very important. The highest 78% is more important. You must pay more attention to the purchase. 20% of the cost, the size of the wide size of 5%, 10% can also afford, if the size of the sheet of paper is not met, the burden of 6~10% is very heavy, the loading is generally CIF plus Freight and insurance exports, the shipping period has greater flexibility. The guest designated FAS to reserve the cabin seat at a low price. As soon as the time arrives, the shipping agent could not install all the goods, only two-thirds of the goods were exported, and the rest could not find the boat seat. It cost 800,000 US dollars to pack one. There are also heavy losses in the 747’s large air transport. The humidity in the overseas is low and the humidity in our island country is high. After cutting the white paper, printing half or printing the binding paper, all of them are wrapped with plastic wrap, which is more than three times the plastic wrap. The plastic wrap is then dismantled. Recycling to producers reduces the burden. How to carefully select target customers and strive for favorable markets, such as South America, prices are still very good. Communicate with the guests to build emotional friendships, and then have the opportunity to trade the market.
Advance International Book Fair to expand printing business opportunities
Director Wang Luwang of Shixin University gave a lecture on "Advance International Book Fair to Expand Printing Business Opportunities". Before he was the Department of Graphic Communication and Digital Publishing at Ren Shixin University, Director Wang served as the chairman of the Republic of China Book Publishing Association. He believed that the term "printing and publishing" had In the case of delay, printing is the front-end supplier of the publishing industry, and plays the role of producer in the publications. Today's publications are not only a printed matter, but also have more diversified development, so there are many big mainland China. There are many printing houses under the publishing company, such as the Xinhua Printing Factory under the Xinhua Publishing System, which should be called packaging printing or packaging production. Therefore, it is necessary for the printing industry to visit the printing exhibition for the development of printing production equipment. However, if all the printing exhibitions are visited by the printing industry, the utility will be reduced. Should pay more attention to marketing, if there are many printing industry manufacturers will find customers in the gathering of book fairs, because there are too many potential customers in it. The world's largest Frankfurt Book Fair in Germany, which has been in existence for more than 60 years since 1947, has a very large scale. At first, it only opened up people in the industry to negotiate copyright and see the development trend of the publishing industry. The printing industry has been talking about POD printing on demand. (Printing on Demand), he believes that BOD Book on Demand is more correct in the publishing industry, and it is more important to print only some chapters of AOD in the future, not necessarily a whole book. In the past, the definition of "book" was 49 pages or more, and the 49 pages or less was called "booklet". Mainland China predicts that there will be more and more short-running books in the future. In the book fair, we can easily see the trend of book publishing and the scope of development. Publishers and printers should do their homework before the exhibition. Because many publishing companies will do some "trial ordering" before undertaking a large number of printings, and take some small and challenging jobs to print and bind you to test your ability and service quality, because both sides must cooperate. Come, this is an important factor beyond the quality of printing. There is a big change in the printing industry's move towards unprinted digital printing. The number and supply of printing production is no longer limited by how much it can be printed. Printing is the upstream industry of book publishing. How to cope with the continuous development of book publishing needs, relying on the upstream and downstream Book and publishing needs, providing the most appropriate products and services is the way to development.
Q&A
Before the end of the symposium, everyone exchanged experience. First, the general manager of the research and development center, Zeng Yizhen, asked the manager of the Red and Blue Color Art Company, the recent export situation of the Red and Blue company: (A) Red and Blue Company actively worked hard The development of the export market, and the special processing of the customer's needs, but also the work of hand processing, the above sales have increased, while the domestic paper has problems, the type and quality can not meet the needs of customers. In addition, in addition to the 6% import duty on printed matter in prints in mainland China, content censorship also poses significant obstacles. Some people have mentioned whether to use the ECFA negotiations to open up barriers to the import of Chinese publications, including tariffs and censorship. Originally, under the spirit of the WTO, there are conditions for national treatment. Since our long-standing (three or forty years) publications are free to import. Duty-free, then China still has to levy tariffs and prior content review seems unreasonable. (B) The scale of China's printing and publishing is very large. The 200-page magazine is printed with 100,000 copies, so the publishing scale in Taiwan can only be followed. Is it possible to obtain business opportunities after free exchanges between the two sides? Some people think that it is not easy, anyway, Their unopened news system and thought control methods cannot be changed! However, some people think that Taiwan's publishing industry is more advanced in terms of content visibility. After all, we have a long and in-depth cultural literacy. We win with publishing content. Even if we print 5,000 copies, it is very easy to print 3,000 copies for the mainland market. , producing a good market effect. There are also opinions that Chinese young people do not look at traditional Chinese characters. Therefore, Taiwanese publications may not have a market if they do not switch to simplified Chinese characters. However, they also have different opinions. They believe that the elegance and meaning of traditional Chinese characters in the future will become a new popular in China. Anyone who does not look at it anyway has someone. On the contrary, as long as one or two adults want to see what they want to learn, the market will be very big. The gap between the two sides lies in the connotation. The Japanese paper has a certain market in Taiwan. (C) The market is not easy to open. The price of printing in Taiwan relative to Beijing and Shanghai is very low, but the price in China's Pearl River Delta is very low. Basically, the 20% price difference is normal. I don't know what to do? In fact, in terms of scale and production, Singapore and Hong Kong Hong Kong-owned printing companies, in the special field, with the usual market price and production methods, we can not compete, more than 20% of the price is polite, like a cardboard printing single-sided Children's books, and one after another, the back side of the way, a dedicated machine 450,000 euros, worth the productivity of more than a dozen people, 20 people, so we estimate this children's book, as long as the binding fee is higher than the whole The total price of books can't compete at all. Therefore, mainland China has formed a professional production system for various publications. If we want to use the production system that is all the way and loose, and the price with them to do special projects is definitely Shi Shen. The sea. Then, in turn, a small amount, not automated machine production, we still have semi-manual, semi-machine production, in order to have a chance to break through, the existing market and supply chain exist, we will have a greater chance of taking the ball.
Mr. Wei manages a small printing company with only three printing presses in Singapore, but has a complete set of small-sized hardcover system equipment, which is less than 5×6吋, so the company aims at small-sized hardcover books. The world is looking for the right small-size hardcover work, most of which can be talked about, and they are also very useful for drilling this clever door. Today, no printing company in Taiwan has its own hardcover line. Therefore, the production price of hardcover books is estimated at 1,000 or less, and the production price is naturally high. A Koblus large-scale hardcover system is changed once. The size of the workpiece is 11 people. It takes four hours to adjust the size and content change. Therefore, a large number of foreign printings are used for five days and ten days. In Taiwan, the natural price of the hardcover factory is not low. Even if a 200,000 hardcover book is to be rushed out in ten days, the hardcover factory will not pick up. Because in the ten days, all refused other work, how to find customers again? ? This is also the reason why Taiwan's current hardcover costs remain high, and it is the main reason why big orders cannot be received. However, if the export work is less than the value added by saddle stitching and peeling back glue, most of them are done by local printing, and rarely come internationally. Therefore, hardcover books have become the mainstream of export printing, and our production capacity is insufficient and the price is not difficult. . There are always difficulties in the world. How to take the next step and win the opportunity is to have a larger vision and space. It is also an attitude of optimistic operators. Many low-cost wages, equipment and land conditions in China have also disappeared. Does Taiwan have new ones? Opportunities still have to be worked hard.