"Internet thinking" is spreading to the printing industry in a flash of lightning. When the traditional industry of printing collides with the Internet thinking, many exploratory models emerge in the industry - focusing on the traditional manufacturing strength of printing enterprises, or relying on the network platform? Is the Internet only used as a channel to expand traditional business, or focus on the transformation of the original business model?
The most common explanation for the butterfly effect is: "A butterfly flapping its wings in Brazil can cause a tornado in Texas a month later." Since the computer opened the door of human digitalization, after decades of development, the trend of digitalization, networking and wireless mobility of global business activities and social life has become irreversible. The latest IT revolution, with PC interconnection and mobile interconnection as the main body, has shown a butterfly effect in the printing industry. The core is how the printing enterprises use Internet thinking to do business.
Management model tends to be fine
The process of printing digitalization has been developing progressively for decades from digital pre-press to digital printing and after digital printing. From high-end interconnection of extension machines to photo typesetters, direct plate-making machines, digital printers, CIP3 and CIP4 (the technological process of linking each link of printing work), to the present digital printing, IT technology has greatly improved the development process of printing, and has also introduced alternatives and competitors for printing: newspaper media are gradually replaced by mobile newspapers, paper books are gradually replaced by electronic books, and merchants are gradually replaced by electronic books. Industry brochures and promotional orders are gradually replaced by online resources and electronic marketing.
With the rapid growth of GDP in the past 30 years, China's printing industry has recently entered a stage of medium-speed growth. Supply exceeds demand, which makes printing enterprises compete fiercely. The timely emergence of Internet thinking enables high-quality printing enterprises to use this "Phoenix Nirvana" to enter the era of printing network.
So what is Internet thinking? Customer thinking is the core of Internet thinking. To make products and marketing from the user's point of view is essentially user first. Customers want cheaper prices, faster delivery and better quality, which requires printing enterprises to transition from extensive management to fine management.
At the same time, printing enterprises also need to achieve their own customer brand positioning. In the past, each printing enterprise only provided continuous printing business for dozens of advertising design companies'customer groups. Now in the Internet era, customers have more extensive sources, and need to pay attention to user experience and word-of-mouth marketing to win more customers.
The marketing model has been subverted
In the age of network printing, the overall supply of printing exceeds the demand, and lean production is only the essential basic ability. Internet marketing ability becomes the key to get orders to survive. This requires Internet thinking and awareness, as well as people who understand the Internet, which is precisely the weakness of Chinese printing enterprises. The inertial thinking of Indian enterprises makes it difficult to change.
If we say that in the past few years, mainly graphic and text fast printing industry and image industry are trying to do personalized photo album printing e-commerce, such as domestic online impressionist, Tianyi Youfu, Hangzhou Shengyuan impression and so on. Now more attempts are made to develop B2B business in the field of commercial online printing. Shengtong shares, Wanhuna Namei and other domestic business card joint-edition companies, as well as Nanjing Kaixin Printing, can be seen that IT existed mainly in a technical form before the Internet. Nowadays, mobile Internet has completely changed the way of marketing.
There are numerous applications in packaging field. From the case of HP printing personalized Coca-Cola labels to the attempt of Doffen brand to limit the global hair bath lotion in Tianmao Unilever flagship store, the packaging label industry has also begun to try personalized printing in brand marketing. This indicates that in the future, printing will also begin to give way to electronic media in the main channel of information dissemination, and a large number of functional applications of cross-border integration in the field of packaging and labeling will gradually emerge.
Looking back on the past, every technological change in the printing industry, whether DTP (typesetting technology), CTP (computer direct plate making technology), or digital printing, has some wise entrepreneurs who are brave enough to try to explore how to apply, because of their vision, they can do the right thing in the past technological revolution of printing industry at the right time. As printing technology, marketing and customer demand have been constantly innovating for nearly a hundred years, change has become the only choice. Printing enterprises in crisis have begun to try to use the Internet to change their business methods. Although innovation is not easy, but success is due to specialty. The growth and development of Chinese Indian enterprises benefit from the reform and opening up, but the world is changing rapidly. Internet thinking is the only way for Indian enterprises to change from production to service.
