Talking about the controversy of the advantages of digital printing
Mr. Kang Minjia said in the article "When will digital printing become popular-written on the occasion of the installation of the first" Love General "digital printing machine in the capital", "At present, depending on the equipment brand and model used, digital printing in Beijing The volume of printing volume (note: compared with offset printing) is only between 300 and 500 prints. The digital printing industry should have a strong competitive advantage that cannot be revealed. "The implication is that compared with offset printing, Beijing Digital Printing The predominant printing volume may be between 300 and 500 prints. For this, Kang Wenwei, Lu Weidong, who is engaged in the digital quick print business, believes that the company simply cannot do this in practice. According to Lu Weidong, Kang Wenwei's "print yield advantage" is 30 in color and 100 in black and white. So, where is the way to improve the advantages of digital printing volume?
Dr. Mark Fleming uses demand curve theory to increase yield
In 1994, Indigo and Xeikon launched the color digital printing system. They were ambitious to grab the color on-demand printing market with monochrome digital printing. It was even estimated that they could compete with traditional printing within 5000 in a short period of time. 30 times as much as printing, it suffered a market failure. The fiasco of Indigo and Xeikon also revealed the real problem of price bottlenecks. So far, the price is still a big bottleneck. Dr. Mark Fleming, an American publishing and printing expert, has found a gentle solution to the problem. He believes that the demand curve (DemandCurve) can be used to describe the relationship between consumption and price and can predict sales. Market analysis and production planning are also very useful. He believes that compared with low-cost traditional printing, the price of digital printing can only be expanded by finding its "critical point", the critical point of digital color printing is 5 cents per page. His view was directly confirmed by the price reduction of major manufacturers after XEROX used 5 cents as the cost target to launch DocuColoriGen3. Monochromatic digital printing is progressing smoothly. Currently, it has almost replaced the traditional printing of short-volume printing. At present, digital color printing has begun to reduce prices.
Obviously, in this regard, the promotion of equipment suppliers is very important.
A benign market environment can give birth to a reasonable digital printing volume advantage
At present, China's digital printing market is still immature, resulting in the price of equipment or products not close to its value! On the one hand, people think that the price of digital printing is too high; on the other hand, there is a lot of vicious competition in the industry. In an interview with the author last October, Lu Weidong once said that the price of the digital printing market in 2005 was 20% lower than that in 2004. Based on his own observations, he also listed the prices of A3 color printing in Shanghai and Beijing at different times as evidence: Shanghai market was RMB 2 / print between 2005.1-2005.6; in 2004 it was RMB 2.5-3 / print; in 2003 It is 3 yuan / print. The Beijing market was RMB 2-2.5 / print between 2005.1-2005.6. In fact, at that time, on the Chifeng Road where Tongji University in Shanghai was located, there was already a vicious phenomenon of using the DC8000 digital printing machine A3 to print 1.5 yuan / sheet, and even 1.6 yuan / sheet in Beijing. It should be said that any industry that focuses on price wars can only be said to be immature. Only if the price is infinitely close to the value will it stop reducing. This is the law of business.
Many netizens have also said that the price of digital printing is a mess now, you are lower and you are lower, the business is getting worse and worse, and some netizens hope that they can form an alliance to unify the price, do not engage in price wars and spend energy Quality.
In fact, just because the "quality" of the digital printing industry price has not yet appeared, such an irrational environment, of course, makes people foggy, then, a reasonable price will give birth to a reasonable digital printing volume advantage (Note: with Offset printing comparison). In response to this phenomenon, industry associations, enterprises, and media must stand up and take concrete actions to stop the continued spread of vicious competition.
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