Under Internal And External Pressure, How Can The Printing Industry Break Through? HP Shares Digital Breakthroughs

Internal and External Pressure: The Path to Breakthrough under Challenges and Opportunities
At present, the global situation is complex and ever-changing, with geopolitical and tariff frictions directly or indirectly affecting the printing industry, while the supply chain is also undergoing accelerated restructuring. In addition, global climate change requires industries to pay more attention to environmental protection and promote sustainable development.
From an internal perspective, the industry is caught in a price war of "rolling into the dead if you don't die", with overcapacity, declining capacity utilization, shrinking demand, rising labor and operational costs, and increased pressure on environmental compliance supervision.
How should printing companies think in the face of so many challenges? How to break the situation of internal competition and achieve healthy growth? The father of modern economics and management, Drucker, once said, "The greatest danger in turbulent times is not the turbulence itself, but the continuation of the logic of the past
As a digital printing equipment supplier, HP, from its own perspective, is actually undergoing a transformation from traditional to digital in the industry, which has been ongoing for some time. This digital transformation is not just about a digital printing press, but involves various aspects such as internal operations of enterprises and digital management operations.
HP's current revenue in the digital printing field is approximately $2 billion, and it is growing at a rate of 10% per year. Digital printing is definitely one of the most important trends in the future.
What are the key factors driving digital printing in the next decade from now until 2035? We have summarized four aspects.
One is the advancement of technology. Technology is constantly iterating and innovating; The second is the economic changes. Changes in the supply chain will require brands to demand shorter deliveries, minimize inventory, and demand more cost-effective printing; The third is personalization. The changing consumer trends and the demand for customization and personalization have brought challenges and opportunities to the printing industry. Traditional models may find it difficult to meet this new demand, but digital printing is a good choice; The fourth is sustainable development. Many brands will require printing companies to provide data on their "carbon footprint" and "carbon emissions". This is precisely one advantage that digital printing equipment suppliers have, as our equipment can provide complete 'carbon footprint' data.

China HP Indigo/PWI Digital Printing Division
Xu Shun'an, General Manager of Greater China Region
Insight into the Future: Digital Printing Reshaping the Printing Market
So what is the potential of digital printing in the domestic market? Although the data from third-party organizations cannot be said to be 100% accurate, the trend is clear: the digital printing scale in the label field is about 60-70 billion yuan; The digital printing of flexible packaging and folding paper boxes is growing at a faster rate, with compound annual growth rates of 45% and 40% in the coming years, far exceeding traditional markets. Especially for folding paper boxes, digital printing now accounts for less than 1%, and there is a lot of room for growth.
In the field of labels, digital printing will become the preferred choice for label printing in 20 years. At the 2025 European Label Printing Exhibition, HP launched a new Indigo 6K+digital printing machine, which is an upgraded and innovative version of the previous generation equipment. We also have an HP Indigo V12 digital printing press known as a game changer, which achieves uninterrupted full speed production of up to 120m/min.
In the field of packaging printing, HP Indigo's soft packaging printing volume doubles every three years, especially in China where it has developed rapidly in the past two years. The folding paper box field is also a very large market. This year's Beijing Printing Exhibition has already showcased HP Indigo 18K HD digital printing press, which has many functions and is suitable for diverse product needs.
In addition, in the field of business printing, the future will definitely be the combination of traditional printing and digital printing. During this year's Beijing Printing Exhibition, HP unveiled the HP Indigo 120K HD digital printing press in China, which has significantly improved speed and efficiency compared to its predecessor.
Finally, to quote tech giant Huang Renxun: "In the future, every factory will actually have two factories, one for productivity products and the other for empowering physical factories with AI and automation. "That is to say, the future manufacturing industry must consider digitization to empower production.