Digital Printing Feasibility Analysis for Entering the Imaging Industry
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There is no doubt that technology is changing our world.
The image data created by human beings is experiencing an exponential growth in all directions. In 2014, the number of pictures produced in the world in one year is more than the sum of all the pictures of humans in 5,000 years. Now even children will automatically produce pictures.
China's civil imaging service industry is a special and hugely demanding industry.
First, let's take a look at the definition of the civilian image service industry. Here, we define the image service industry as the demand for public life and business image. In general, it is our common commercial portrait photography service.
According to the "2017 China Portrait Photography Industry Development Report" jointly drafted by the China Society of Portrait Photography and the Department of Commerce, Trade, Trade and Business Services, the portrait photography industry in 2016 has a total operating income of 316.9 billion yuan and a business unit of 420,000. 602 million people. The civil imaging industry can be divided into three categories: wedding photography, children photography, and comprehensive photography, which are subdivided into five sub-categories: wedding photography, children's photography, comprehensive photography, product production and image services. The size of the civilian imaging industry – the annual revenue of 316.9 billion yuan, is more than a little higher than the 2016 digital printing output. The imaging industry is undoubtedly a huge cake.
This cake in the imaging industry has already made many printers covet for a long time. Let's look at a set of profit data: In 2016, the average profit rate of the civilian imaging industry was 11.3%, of which the average profit margin of product production photography was 16.5%. Perhaps, because of the high profit rate, it has attracted so many printing companies to enter, such as Hucai, Chongqing Baihua... More and more printing companies are beginning to appear in major wedding photography exhibitions, and there are already several Enterprises make money in the imaging industry. More likely, under the pressure of survival of traditional digital printing business due to illegal construction and environmental pressure, many digital printing companies will think that the image field and even the photo studio business will be a new nugget point. For most digital printing companies, the cake in the imaging industry looks so good, but it is not easy to eat. It is necessary to think about getting into the imaging market. Need to pay attention to the following issues.
1. The premise of image production requires high quality original film. There are no good photos, even if the output device and the mapping technology are good, there is nothing to do. But for most digital printing companies, it is unrealistic to establish their own photography team, although a small number of printing companies have set up their own photography team to purchase high-end photography equipment. But for most digital printing companies, you only need to receive professional photo studios and photo studios. In this session, channel access is the key, and sales skills are also important.
2. Closed photo studio circle. The photo studio circle is relatively closed, which is well known in the industry. Each studio needs to use its own internal management software when it is docked with the printing manufacturer. A printing company that produces and produces studios admits to the author: "The internal management software used by large and small studios in the country can also be called For the ordering software, the software is similar. In our own case, when you have the highest peak, you must log in more than ten kinds of software at the same time to complete the business connection with the photo studio customers. For the photo studio, replacing a printing manufacturer means Let it re-adhave and adapt to a software system, the probability of error may increase.
3. Digital printing enterprise service photo studio, we must first prepare professional post-equipment. Even though the above profit statistics show that the average profit margin of product production photography is 16.5%, this is only the average profit. Occasionally, digital printing companies will encounter small profits and businesses that require heavy asset investment. "20P butterfly is 18 yuan / book, can you accept it?" A digital printing company practitioner said: "We are still only involved in the imaging industry, and what you did not expect is that for such a small business, Going to a post-printing equipment worth 5 million yuan. "Now, no matter how much profit this environment can take back, the investment risk is also considered.
4. The service photo studio has returned to labor-intensive enterprises. Even professional photography needs to be retouched. At present, for professional fields such as photo studios, there is no software on the market that can solve this problem completely. (There are some simple image processing software on the market, such as automatic red-eye, Color enhancement, scene recognition, etc., but the accuracy and quality of the film is not enough. Many photos still need manual adjustment, which is time-consuming and labor-intensive, and the current labor costs are rising.
5. The environmental protection of printing technology is constantly improving. Silver salt printing technology has been criticized by the society for polluting the environment, but some high-end image output will still choose silver salt printing, and now the development of printing technology has solved environmental problems. Looking at the online printing platform of the past two years, Century Kaiyuan, according to their insiders, currently has 2 million photos per day, and more than 700 million copies per year. These photos are almost all printed, only online. When the users in the store experience have the need to print photos on the spot, they will use the printing device in the store to print the photos, which is very small.
There are still some barriers to break into the collection-level imaging market.
In the 1880s, the Western art collection market began to pay attention to photography. As an independent visual art form, photography has its own place in the international art market. The origin of the Chinese image market was later than that of the West. The earliest trades dating back to the 1990s began to enter the gallery and auction market.
There is one data from the Yachang Art Network Monitoring Center: From 2005 to 2014, including the Hong Kong, Macao and Taiwan regions, the Chinese photography works took a total of 16068 marks, with a total turnover of only 370 million yuan. In the past 10 years, the auction auction has accounted for less than 1% of the turnover in the Chinese auction market.
As can be seen from the above data, the current domestic collection-level imaging market is still in its infancy. In this article, we are concerned with the image output business brought by the collection-level imaging market, and the common application of high-end video output services such as art galleries, museums, and photo exhibitions. But there are still many barriers to break into this area.
1. The overall market for collection-level images is small. The above data shows that the overall size of the collection-level imaging market is small, and from the current trend, it will not achieve rapid prosperity within a few years, so the ceiling is foreseeable.
2. Although the output profit of the collection-level imaging products is relatively high, the requirements for comprehensive quality are also high. Compared with the civilian imaging industry, the output profit of the collection-level image market is higher. Correspondingly, the output quality of the image is also higher, which requires the printing company to be equipped with high-precision scanners, professional image processing personnel, and high-quality Printing equipment, etc., such investments are also heavy capital. In addition, the collection-level imaging market generally has strong demand for supporting services such as post-binding and installation.
3. Service photographers need to re-establish the service system. Compared with professional imaging associations, museums and other institutions, they will have professional curators and printed dockers when they are exhibiting, which will reduce communication costs. For independent photographers, most photographers are not. Clear output requirements, such as paper, color and other output requirements, will lead to higher communication costs.
In general, both the civilian imaging market and the collection-level image output market, opportunities and cakes are available, but the image market has long been divided, the market segments are occupied, and if you want to squeeze in, you must have strong funds and technology. Ability, for the comprehensive ability of the package and the preliminary investigation can not be underestimated. Friends of digital printing companies should start according to their own circumstances, and do not rush to expand new areas and invest too much energy and funds.