The management of printing enterprises under the economic crisis
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If the economic crisis is a cold current, then the enterprise is the homeless child in the cold wind. If they want to be frozen, they must run forward and heat up; instead of shrinking into a cold.
When the current economic crisis is still not at the bottom, where should printing companies invest their money? Some people say that it is a matter of saving money. This kind of enterprise is like a group in the cold wind, and it is warm for a while; some enterprises not only look at the "depression" from the perspective of economic cycle. Instead, on the basis of finding “structural change factors”, we will decisively change the business model and continue to actively “invest” to take advantage of opportunities to improve competitiveness and market share. This type of business is like running forward and getting hot in the cold, and ultimately not only can survive but also live better.
Successful entrepreneurs know that investing in an economic crisis has two main focuses: first, technology and marketing. Technology investments have revolutionized productivity, while investment advertising and marketing have made it easier than ever to increase market share.
First, Invest in technology that can improve production efficiency
The advent of the economic crisis has made everyone tighten their wallets. In the context of tight monetary conditions, it is almost impossible for companies to make up their minds to purchase expensive printing equipment. However, reducing investment does not mean not investing. If these printing companies want to kill a bloody road in all directions, they must improve their production efficiency. Therefore, a series of inexpensive products such as press control systems, small color measurement tools, and multi-function post-press systems have become their primary goals. These products require only a small investment, which can greatly improve the efficiency of the printing company.
In addition, training new skills for employees is an effective way to invest. Talent is the company's greatest asset. Only by possessing high-quality talents, printing companies can get more returns in the process of transforming original technology, adopting new technologies and optimizing work processes. If "time is money", then "efficiency is the life of the enterprise", therefore, investing in technology that can improve production efficiency is definitely a magic weapon for printing enterprises to survive the economic winter.
Second, adhere to their own marketing strategy
It’s not yet time to cut the advertising budget. Studies have shown that companies that increase marketing budgets during a recession can often expand their market share at a lower cost and achieve an ideal return on investment. If you have to cut costs, then you must try to keep the frequency of posting small ads. Increase the use of direct sales, which allows you to better measure the return on investment of marketing activities and achieve more direct marketing results.
From the recently released research report of the American Marketing Association, we can see that 60% of marketers believe that canceling or reducing spending on important marketing items is the biggest mistake they made during difficult economic times. Smart companies don't stop their marketing activities when the economy is difficult. Instead, they use this special period to carry out large-scale publicity campaigns to attract customers, open up rivals, and create new sales opportunities.
Third, understand customer needs, speak with product quality
In the case of the economic crisis sweeping the world, the customers of the printing companies are certainly not spared. As a business, you should actively learn what your customers want from you. Don't think that low prices are the only thing they pursue. Blind price wars will only make printing companies sink deeper and deeper in the recession.
In times of economic recession, customers often look for products with higher cost performance. Therefore, printing companies can re-evaluate their products and adjust their product structure based on feedback from customers during a certain period of time. In addition, they should insist on understanding their purchasing habits and maintain the right mix of products and services. In addition, it is necessary to retain customers with their own excellent quality rather than cutting corners. If you can provide customers with high-quality services and products during the economic downturn, you will definitely win the hearts of customers.
Fourth, review the situation, change the business model
As the economic crisis continues to intensify, many companies regard print outsourcing and multi-channel marketing services as their own life-saving straw.
Mike Gordon, the general manager of the UK and Ireland market at Nelly Global Document Solutions, said in an interview that the company’s print outsourcing orders in the past three months have grown significantly.
Obviously, as more and more customers start looking for outsourcing opportunities, Donnelley has regarded the current economic environment as a valuable development opportunity.
Mike Gordon said: "Now many companies are now integrating previously independent services to provide customers with a large-scale, diverse service solution. At the same time, customers also hope to pass a comprehensive The solution is to fully manage the communication between the customer and the customer. The supplier has the ability to manage these elements and integrate them organically."
It is understood that the transactional mail service that was previously only seen in banks and public utilities has gradually expanded into the field of medicine, and has created a good development opportunity for printing outsourcing and personalized printing.
The cold spell of the economy is not terrible. The terrible thing is the loss of the desire for warmth. Even if the cold winds roar around, even if the road underfoot is not full of thorns, we still have to run bravely, because winter will pass, spring will be in front...