Digital printing business prospects
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Since the development of the printing industry, digital printing has become a trend. For companies that still operate in traditional printing mode, transformation seems to be the only way to go. However, it is simple and easy to imagine as it is traditionally across the digital realm.
Transformation due to business decline
Baohua Electronic Separation and Plate Making Co., Ltd., which has been engaged in traditional color separation for many years, began to transform digital printing last year. Managing Director Deng De explained that the company's transformation was driven by the environment. "The transformation was mainly due to the decline in business. The golden period of the film output was in 1995 and 1996. However, after the financial turmoil in 1997, the trip was no longer good, as if our business had fallen by 20%. In addition, when the employees went out to stand on their own, we did Inkjet, they did Inkjet; we made the film, they followed the film, which naturally affected our business, business loss, then we must find ways to compensate for the loss, so I It has transformed digital printing."
Mr. Deng’s transformation process has not been smooth, and the lessons of the mistaken purchase of machines are still vivid. "In 1996, we bought a digital printing machine that was expensive, with a large amount of paper consumption but low production quality. This machine is several times more expensive than a high-quality copier on the market. We simply cannot I rely on this machine to compete with my peers. But because of this, I have a deeper understanding of digital printing and better understand the tricks of operating digital printing. I believe that the operation of digital printing, the selected machine must not be sloppy, the machine's paper consumption is certain. It can't be too big. Take the machine I bought for example. It is a roller. It has not been officially printed. It has consumed more than 20 sheets of paper. When it is really printable, the quality of printed products will be uneven. I have to pick out the good ones, and when I have to print a lot, it can't be loaded, which greatly affects our normal operation and makes us unable to compete in the market."
"Recall that at the time, if I didn't spend money on this machine, I might invest money in other areas, and the situation might be better. So operating digital printing, buying a machine is an important part, so don't take it lightly. "
Offset digital multiplication
Summarizing past experience, Mr. Deng believes that digital printing presses have been developed to this day. As the technology is not yet mature, there are still problems. "To wait for a perfect digital press to appear, at least five or six years later. What you can do now is to be flexible and see how offset printing can work with digital printing to solve the problems we face. "
"Offset printing has reached a mature stage, and the network cable can be made very young, such as two hundred nets, three hundred nets, or even crystal nets. Digital printing and offset printing are incomparable because the former is a new one. Technology. Although we are very successful in the silver salt version, we can do 175 nets, but I still want to do two hundred nets, even crystal nets. If the crystal net is not successful, I may go back to CTP, ie If you buy a digital press and come back, it may be worthless after two years. I don’t think you can think about what you can do to change the quality of the press. I just don’t want to sit there, I don’t even do it.”
Looking around the current market, digital printing does not seem to be fully popular. Mr. Deng believes that digital printing is a trend, and market demand is the driving force behind the development of digital printing. "We must let our customers know that printing does not require the output of film, so that it can more effectively develop the development space of digital printing. In this respect, I believe that some organizations such as "Digital Graphic Arts Network" can proceed. "
Transformation is forced by the trend
Established in 1966, the first standard of the four-color lighting posters is Chen Shi Group Co., Ltd., which is one of the few silk screen companies in Hong Kong that successfully integrated digital printing and traditional silk screen printing into one. At the end of 1999, the standard service scope was extended to subway pillar advertisements, wall posters and escalator banners. Chen Hao, general manager of the group company, said that the company's transformation of digital printing is actually forced by the trend. "In recent years, the industry has only considered vicious competition in price. If we do not change our strategy and open up new markets, our competitive advantage will be weakened. At the end of 1987, some customers proposed to my father to use screen printing to make a big poster of a certain size. And said that this method has become very popular in foreign countries. Because we are doing spot color silkscreen printing, and the other party is talking about four-color posters, so my dad asks friends who are doing color separation, and try to do it until It was only after we succeeded. Later we discovered that the size that the customer said was not yet able to be done with four-color silk screen. We were cheated, but because of this, we succeeded in finding a new way. Now the subway is all It is also our responsibility to print large advertisements."
The success of the standard Chen’s today is based on continuous learning from past failures. Miss Chen has still remembered the experience of buying a printing press at the end of 1995. "At the time, most of the printing presses on the market were not very good. The printed outlets were very large. The materials, ink control, software and other technologies failed to match. It was not suitable for our market. Just one at that time. The supplier sold us a press that they claimed to be fast, could spray different materials, low cost and high pixel count, so I bought it immediately. But when I bought it, I knew that the supplier said it was not true. When I used that machine for banner advertising, because I didn't have the relevant machine connection, I switched to the method of burs, but I broke the needle. So I asked the expert to help me with the infrared connection, but the ink of the connection position. However, it was discolored due to heat. As a result, I couldn’t do anything. In the end, I only had to spend money to find someone to take over the job before I could successfully complete it."
Error estimation market
"The tuition fees I paid this time are really expensive, and I lost about a hundred and two million. Now I think back, I think I should not only look at what digital printing machines can do, but should look at whether these features fit silkscreen. The needs of the market. The technological development of the printing press is changing with each passing day. You should not just listen to the supplier saying that a certain machine is fast and the price is eager to buy. What do you buy and do? You really have customers in this area. Or my father is right: "I don't want to buy, just sell.", the finished products that can't be sold, what do you use to buy the machine? Many people think like me, I thought I bought it. An advanced machine can dominate the market, no business, and when you tell customers to buy a digital press, most of them will support you, but after you buy it, hesitating and not accepting is often supported by you. Customer!"
Looking at the digital market in Hong Kong, Miss Chen believes that there are still many problems, which have hindered the development of digital printing. "People think that digital printing can do a great job, but in fact, the digital market is still a lot of problems. For example, the price of materials is expensive and the supply is insufficient. For example, the time for advertising printing is tight, and customers often take the day before delivery. If something is handed over to you, how can you have plenty of time to communicate with the creative department and then play it well? The customer is willing to pay extra for you to play, you have no time to do it, right? What's more, every time you do it. If you give such finished products to customers, how can they have the confidence to pay extra for you? This is a vicious circle! I believe that if one day, people can see that digital printing can be done so well, the market There must be demand."
"I feel that the industry should be consistent in price competition. We should pay more attention to the new information on printing, pay attention to the development of the foreign digital market, and think about how the printing machine can be applied. We must try our customers' suggestions and be bold. Innovation, so that our industry will not enter the dead end of vicious price competition, the digital market can have room for development, and will not be stagnant as it is now."
Digital photography has many advantages
In order to improve the quality of digital printing, in addition to sophisticated digital printing machines, excellent digital photography technology is also indispensable. Liang Yaodong, head of the AlphaChannel advertising production company, which has been engaged in digital photography for three years, explained how digital photography directly improves the quality of digital printing: "In the past, photography used positive films, no matter how good the color correction filters used by photographers. It is always necessary to scan the three primary color positive film into a four-color printing program, which can not control the color of the photo after printing. However, digital photography can monitor the color of the photo in the four-color preview mode in real time, which helps to improve Photo printing quality. More importantly, digital photography is not as good as traditional photography. It uses a lot of film to test the lighting effect and is more environmentally friendly. In the current economic environment, customers simply do not have enough budget for us to do this. Process, but it does not mean that we have to reduce the quality. With digital photography, we can solve this problem. As long as the color of the computer screen is adjusted accurately, it can naturally complete the digital image close to the color of the printed matter."
Purchase equipment, no payment
Mr. Liang pointed out that digital photographic equipment is not expensive. From another perspective, users can own this equipment even if they don't pay for it. "The price of a set of digital photography equipment is about two or three hundred thousand, but this expense is three years of film, printing, instant film, film, scanning and other expenses have just been offset. That is, traditional photography Daily expenses are enough for a digital camera every month, but people can’t always think about it in this direction."
"Some people may think that two or three hundred thousand is not a small amount. But in my own case, I have been able to break even after two months of purchasing equipment. It can be seen that digital photography actually has a market and it is worth investing. "
However, Mr. Liang added that digital photography is not without drawbacks. "The images taken by digital cameras must not be placed too large. In general, photographers will control the image to the A3 size of the printed matter, which is the most ideal size. For some larger images, such as 200 to 300MB. It is necessary to shoot with a split mirror. However, the method of split mirror shooting is not suitable for shooting people. The maintenance cost of digital photography equipment is also higher than that of traditional cameras. These are the shortcomings of digital photography. But if we enjoy digital The advantages of photography naturally depend on its small shortcomings. Digital photography is the current trend. We must face it in the future. The sooner we learn, the sooner we will know how to cope, so I suggest that peers should transform digital photography early. ."
In summary, digitalization may be the development trend of the printing market today, but printers who are in the cracks and unknown advances and retreats should also see the situation and make more preparations for the "predecessors" experience. Only in this way, they are involved in digital printing. In the market, you can be handy and win.