Printing industry characteristics of the technical level and development trend facing the opportunities and challenges of barriers

3. The development trend of printing industry

In the future, the printing industry will change from scale and speed to quality and efficiency, upgrade from traditional formats to emerging formats, and comprehensively improve the supply quality and level of the printing industry to serve the masses.

(1) "Industrial Internet" trend

At present, with the continuous development of the "Internet +" era, the economic foundation and objective environment on which the traditional printing industry relies for survival and development have been deeply affected, and are facing opportunities and challenges of industry transformation and upgrading. Therefore, in order to seize opportunities, adapt to the current development needs, effectively use Internet information technology, and build an "Internet +" industrial service platform has become one of the development trends of the printing industry. "Internet +" printing is the integration of printing technology and Internet technology, the core of which is the innovative use of the Internet to maximize the needs of consumers for printing business, through the Internet to integrate the production capacity of many printing factories across the country, and integrate and classify it, scientific arrangement and improvement of enterprise production process, to achieve the purpose of maximizing production benefits and optimizing service effects.

"Internet +" has a profound impact on printing enterprises. First, change the status quo of traditional printing enterprises with single business and inadequate service, effectively develop product types and expand service scope; Second, to solve the problem that the production process of traditional enterprises can not keep up with the market demand, the use of cloud computing technology to successfully complete the storage management, editing, quotation, order and other aspects of the printing process, laying the foundation for printing providers to provide commercial services; Third, change the shortcomings of low efficiency and high operating costs of the operation structure, and form a one-stop vertical management covering market promotion, channel expansion, product design, software research and development, e-commerce operation, centralized production, logistics distribution, and customer service, so as to further optimize business processes and improve production efficiency.

(2) The concentration of the printing industry has gradually increased

Due to the low entry threshold of the printing industry, the large number of small and micro enterprises, the low concentration of the printing industry, the lack of bargaining power for the main upstream paper products enterprises, as well as individuals and enterprises in various downstream industries, resulting in a low level of industry profits. According to the data released by the National Press and Publication Administration, the total profit of China's printing industry in 2020 is 55.05 billion yuan, and the profit rate is only 4.6%.

The increase in the concentration of the upstream raw material industry will accelerate the clearance of the printing industry. Under the policy background of increasingly strict environmental protection policies and supply-side reform, some small and medium-sized paper enterprises that consume energy, are inefficient and polluting will withdraw, while large paper enterprises will survive by relying on their own advantages of economies of scale and bargaining power. Therefore, the printing industry's advantage in upstream bargaining power has gradually weakened, and there is a possibility of further decline in profit margins. However, high-quality printing enterprises with a certain scale and cost advantages, in line with environmental protection policy requirements, and advanced printing technology will take the opportunity to improve the upstream concentration, grow bigger and stronger through mergers and acquisitions, and enhance the industry status of enterprises.

(3) Printing customization and branding

In recent years, under the background of the popularization of the Internet and the continuous innovation of production technology, people's ability to acquire information, cognitive ability of things, and even life concepts and aesthetic tastes have undergone obvious changes, and are developing in the direction of pursuing personalized and diversified needs.

Personalized customization, that is, based on the Internet to obtain the personalized needs of users, through flexible and flexible organization design, manufacturing resources and production processes, to achieve low-cost mass customization. For different printed products, it is not only necessary to comprehensively consider the psychological characteristics of consumers, consumption levels, preferences, packaging functions and other factors, but also to ensure the uniqueness of the design of the product in the structure, appearance and so on, so as to maximize the diversification of the psychological needs of consumers, highlighting the personalized and diversified products. Therefore, the future printing industry is bound to usher in new changes, product personalization, innovation will become a new trend of market development, with huge market potential, can bring investors rich returns.