Market Positioning Analysis Of Printing Machines In China

Main development of printing machine market in China

Earlier, it was applied to many kinds of material printing. After that, the range of application was expanded. Most printing machines were widely used in the clothing and textile industry.

The industry is a labor-intensive and comparative traditional industry. It is also an industry with strong competitiveness and high international dependence.

The garment textile industry and the printing machine market depend on each other and develop together. With the gradual loss of the profits of the garment and textile industry, the development of the printing industry has also been affected.

Against this background, the market of printing machines is developing towards diversification, and the requirements of technology are also increasing.

With the development of science and technology, printing machines are becoming more and more advanced, digital printing technology has matured, and the output of digital printing has been greatly improved.

Although there are still many problems to be solved in digital inkjet printing, many people still believe that digital printing is only a matter of time before replacing traditional textile printing.

Two, the printing machine market shows the trend of technological diversification.

Relevant data show that China's printing machine industry has more than 500 enterprises, private enterprises accounted for 98% (including supporting enterprises).

For a long time, the printing industry used mostly manual printing, with high cost and low productivity.

However, at present, the single manual printing technology has been unable to meet the development needs of the textile industry. Under the demand driven mechanism, the printing industry continues to carry out technological innovation, making the industry showing a trend of technological diversification.

The printing machines are mainly divided into heat pfer printing machines, digital printing machines (Universal printers), flat screen printing machines, rotary screen printing machines, step printing machines, etc.

The following is a brief analysis of the market situation of all kinds of printing machines.

1, the traditional thermal pfer market and the digital thermal pfer market.

In the past 20 years, the traditional heat pfer printing industry has formed a huge industrial group, and its technology is becoming more and more mature. It can combine various printing processes to form various new printing process combinations.

With the continuous progress of printing technology and mechanical technology, the development of traditional heat pfer printing technology can be further developed.

Of course, the traditional heat pfer printing industry is not only a glossy appearance. At present, the industry is also mixed with different kinds of competition. All kinds of competition are emerging one after another. The traditional heat pfer printing industry has fallen from the original high profit to the present small profits and even small profits. The situation is also not optimistic.

Digital thermal pfer is a supplement and extension to the traditional thermal pfer printing. It combines traditional heat pfer technology with digital printing technology to produce a new technology for printing color images and patterns without plate making.

Initially, this technology was mainly used in advertising, signage, card printing, and ceramic image production in China. Later, with the widening of application fields, it was more applied to industrial production, such as digital printing and dyeing and clothing production, shoe material production, ribbon weaving, clothing labels and other industrialized products.

At present, China's digital thermal pfer market is still in the initial stage of development.

The digital thermal pfer market is a personalized new market. Its product and market prices are determined by the concept of individuation.

Moreover, the printing quality of digital thermal pfer products is far more than that of traditional heat pfer printing technology. This is also the reason why digital thermal pfer technology can be popularized and popularized in a few years.

The traditional thermal pfer market and the digital thermal pfer market coexist and complement each other, and they are independent of each other, forming different market prices and consumer groups.

2, digital printing machine leads the trend of technology development in the industry.

Digital printing machine, also known as universal printer, is a kind of inkjet printing high tech digital printing equipment, which is "non-contact with objects". At present, the domestic digital printing machine manufacturers are converted from inkjet printer produced by EPSON and HP manufacturers.

The digital printing machine has good printing advantages: it can print ordinary media such as envelopes, letter paper, and print various kinds of special media, such as film, photo paper, optical disc cover, roll paper, T-shirt pfer paper, etc. after continuous modification, it can print any material such as glass, PVC, plank and so on, so it is called universal printer.

Modern information control technology has also penetrated into all fields of printing machinery.

Automation technology has greatly promoted the development of printing industry.

With the help of information control technology, the efficiency bottleneck of many automatic printing machines has been broken through, and the requirements for printing ink and waterborne coatings drying conditions have been maximally satisfied.

In addition, automation, man-machine conversation, process setting, automatic detection and control, remote diagnosis and other means are widely used in the field of printing machines.

Digital printing machine is becoming the trend of leading technology development. Effective use of inkjet printing machine can effectively shorten the time of product listing. The market size of inkjet printing machine is expected to increase from US $170 million in 2011 to US $218 million in 2012 to US $748 million in 2017.

Three, market positioning analysis of printing machines in China

With the development of science and technology, printing machinery is becoming more and more advanced, and more and more humanized.

What is the market positioning of the printing machine?

1, personalized gift market

The scale of domestic gift market has reached 9 billion 800 million, which has become a popular trend of gifts.

You can print your own photos or favorite pictures, icons and characters on the gift, and get rid of the same faces of the gifts, which can better reflect the value of gifts and the originality of the gifts.

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2, home decoration and furniture market

The domestic decoration market has reached tens of billions, and family personalized decoration is also quietly popular.

Users can print their favorite photos or images on decorative painting, tile, furniture and floor according to their home style, decorate their home with their favorite style, and create their own personality space.

3, personalized products market

Quite a few users of the popular mobile phone and digital products market are young and fashionable groups. Printing their own logo on these products is the best embodiment of personality.

Some portable items, such as makeup glasses, lighters, wallets, backpacks and so on, are also good ways for these users to embody their individuality.

4, personalized video consumer goods market

With the rapid development of digital imaging, people are no longer limited to printing their photos on photo paper.

The universal digital printing system can print any image on crystal, glass, acrylic, metal, ceramics, canvas and so on.

The effect of printing on different materials is different from that of people. People can print their photos on different materials, and enrich the form and effect of photos.

5, movies, games, animation, popular culture peripheral products market

The universal digital printing system can also be used to print some popular movies, animations, HIP-HOP and other popular elements on some items according to the prevailing trend.

6. Advertising and sign Market

High quality, high price, small and medium-sized advertising and signboard production, such as all kinds of metal membership cards, attendance cards, chest cards, listing, licensing boards and other full color printing, which is difficult to achieve the current printing technology.

Four, several problems in the printing machine market.

1, printing machine sales cycle is relatively short, most enterprises take a wait-and-see attitude.

Each product has its own sales cycle, and the printing machine is no exception.

On the monthly basis, a few months and second years before the end of the year are the period of the purchase of the enterprise, and they draw up a plan to buy new equipment by summarizing the sales situation of the year.

However, from the reflection of printing machine manufacturers, most of the enterprises are taking a wait-and-see attitude towards the purchase of new machines because of the lack of downstream demand this year.

In terms of the year, some people think that every three or four years is a sales cycle for printing machines. Many enterprises say that sales volume was surprisingly good last year, and this year happens to be the "turning point" after the sales peak.

2, equipment renewal concept updating, energy saving and emission reduction become the focus of attention.

This year, many provinces and municipalities have issued the goal of eliminating backward production capacity in printing and dyeing, paper making and so on. How to achieve energy saving and emission reduction in the production process has become another focus of printing and dyeing enterprises when purchasing and updating equipment.

Many provinces and cities in China have moved the printing and dyeing enterprises from the urban areas to the industrial concentration areas in the suburbs according to the requirements of urban planning, and have shut down the enterprises that fail to meet the requirements of energy conservation and emission reduction. This has made enterprises more active in accelerating the elimination of backward production capacity and purchasing new environmental protection and energy saving equipment.

Some new printing machines will not only increase the consumption of water and electricity, but also increase production and employment.

Therefore, when enterprises update equipment, the focus of attention has gradually shifted from price to energy saving and emission reduction technology and price in two aspects.

3, domestic and foreign policy requirements for printing and dyeing enterprises are different.

With the continuous improvement of the environmental protection requirements of the printing and dyeing enterprises and the increase in the elimination of backward production capacity, enterprises gradually abandon the past production mode at the expense of environmental pollution.

In addition to the purchase of new energy-saving and environmental friendly new equipment, in order to meet the environmental requirements and obtain more profits from limited equipment, they also choose to upgrade the old equipment. It is reported that the capacity after pformation can be increased by more than 1 times.

At the same time, there is no corresponding increase in the demand for textile products in the lower reaches of the country, so the sales of printing machines will be temporarily dormant in the next 1~2 years.

Different from the domestic situation, countries and regions such as Southeast Asia and so on, which are called emerging markets, have greater cost advantages and lower requirements for environmental protection. Therefore, the global middle and low end printing and dyeing industry has also been pferred to this place.

Compared with products from Europe and America, the domestic printing machine has strong performance and good performance price ratio. However, due to factors such as distance and time, it is the most difficult problem to sell products overseas.

However, some enterprises have developed new online systems, and remote monitoring devices have solved the worries of users.

The middle and low end industry pfer has increased the overseas sales volume of the domestic printing machines, at the same time, forced the domestic production enterprises to produce more high-end products with more advanced equipment, and accelerated the pformation and upgrading of the domestic printing machine production enterprises.

Overall, enterprises must face the survival rule of survival of the fittest, and continuously develop new products on the high-end development path, always walking in the front end of the industry.

Five, the development trend of printing machine Market

The 2014-2017 year China printing machine Market Research Report shows that the printing machine industry is undergoing technological innovation and pformation.

Reducing costs, increasing production capacity, innovating independently and enhancing the core competitiveness of enterprises are the magic weapon of competition in the era of meager profits.

Through technological innovation, the printing industry can break through tight encirclement, improve productivity and core competitiveness.

From the perspective of technology research and development, local enterprises purchasing and updating equipment, the rotary screen printing machine and flat screen printing machine will occupy the main share of the printing machine market in the future.

At present, the demand for garment and textile market is developing to be refined and customized. The research and development of textile machinery equipment will also improve the technology along this track. These improvements may involve improving the printing accuracy, shortening the plate making process, reducing the cost of plate making, adapting to many kinds of small batch printing, improving the colourful degree and enriching the pattern change effect.

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1, printing machine output overall growth, digital printing machine prospects.

In the 2014-2015 year, the output of digital printing will account for 10% of the total output of textile printing, and the number of digital printing equipment will reach 50 thousand sets.

According to the China Academy of industry, China's digital printing production will account for more than 5% of the total textile printing output. The number of digital printing equipment will reach 10 thousand sets, and the printing and dyeing industry will enter a new stage of development.

With the dramatic increase in the output of digital printing and the rapid development of technology, digital printing has entered a growing period and is attracting more and more attention from the market.

Especially in recent years, digital printing is absolutely the absolute leading role of the major exhibitions. Whether it is machinery or equipment enterprises, products are gradually moving towards digital printing, and conform to the trend of development.

According to the above prediction data, the market prospect of digital printing is huge, but the domestic application market has not yet kept pace with it. The most important thing for Chinese enterprises who are accustomed to follow suit and rush into the market is to make more efforts on the product and successfully create their own unique advantages before the overcapacity comes.

2, strengthen environmental protection and improve product performance to achieve breakthrough sales of printing machines.

The sales volume of the printing machine in the domestic market has dropped considerably this year, because the sales of products were excellent last year, and the printing machine had a sales peak every three or four years. The two or three years in the middle were all plain and light market sales cycles.

In addition to a large number of purchases in last year, which affected sales volume, the domestic environmental protection policy is relatively strict. Many printing and dyeing enterprises begin upgrading and upgrading the equipment, making the printing machine speed increased by 3 times, and the capacity of a single unit has increased by more than 1 times.

In the future, environmental protection requirements for printing and dyeing enterprises will be stricter in the future. As the digital printing machine has no sewage discharge and meets the requirements of environmental protection and energy conservation, it will become the future development trend of the printing market.

However, due to the fact that digital printing technology is not mature enough, slow, low output and high cost, many companies have been improving digital printing technology over the years.

In short, the current printing machine equipment basically will not have a major revolutionary improvement, which requires the production enterprises need to do a good job in the details of product improvement, through continuous improvement of product performance to achieve a breakthrough in sales.

3, printing machine enterprises find the right position to deal with market competition.

The overall development trend of domestic printing machine products must be high-end. With the enhancement of customer requirements and the enhancement of high performance and accuracy, printing machine manufacturers should pay more attention to the performance of all aspects of products and continuously increase the R & D investment of products.

From the point of view of market development, the competition process between enterprises is inevitable. Enterprises can only get rid of the result of being eliminated by constantly developing new printing machines and walking at the forefront of the market.

At present, the overall demand of domestic garment and textile industry is not strong. In this environment, enterprises must adjust their thinking and find suitable market positioning. Even if the sales situation is good, we must remain vigilant in times of danger and constantly improve the viability of enterprises.

In addition, in order to cope with the shortage of market demand in the "new normal" period, enterprises should also change the situation of using single printing machine to conquer the market and increase the type of printing machine.

Withdrawing from the competitive environment of the original printing machine market can greatly enhance the ability of enterprises to resist risks.