Digital Opportunity and Bill Printing (1)

Since Indigo exhibited a digital press at Drupa in 1996, the development of digital technology in this 10 years has really been a spurt, from the prepress digital automation production process (from editing, typesetting and publishing, remote proofreading and Management, Digital Proofing, File Transfer and Management), Digital Automatic Publishing Equipment (CTP), Digital Printing Machines to Digital Printing Services (Internet Marketing, POD, VDP, Document Security, etc.) and Digital Publishing Services (Digital Editing, DRM , DAM, publishing and distribution systems, etc.) are used in the printing industry to improve the productivity of the printing industry, reduce costs, and strengthen customer service. But more importantly, because of the digital technology and environment, it also creates many new business models and opportunities.

Printing of bills has grown by about 15-20% each year in China in recent years, but the growth in Europe, the United States, and Japan in the past 10 years has been negative; this is mainly due to the reduction in demand for bills due to the development of digital technology and the digital environment. Therefore, the bill industry should always maintain a positive attitude towards crisis awareness and innovation, make good use of digital technology to enhance competitiveness, and at the same time open up a new business model to stabilize long-term management and development. Now I would like to suggest some practices for you:

壹Integrated service is the way to go

In addition to the tax-related billing business, the most rapidly growing bill business in the future will be billing (telephone, credit card, cable TV, hydro, gas, insurance bills, and bank bills), circulation-related bills (EMS, Barcodes such as transport subpena, direct mail, and direct mail are all markets that will grow rapidly in the future. How commercial paper suppliers provide complete products to their customers will also be a competitive advantage. The content of this service will include all printing-related businesses, from printing to data processing (Service Processing), packaging and mailing (Inserting and Mailing). Shanghai's Inor and Zhejiang Weaving Hua have joined the data processing business one after another. The Beijing Inge bar code has expanded the bar code transport subpena business. These are very eye-pleasing practices.

How to choose the right equipment to solve the bill production needs and enhance the competitiveness of the market is very important, Inor and Mowe China have adopted HP's Indigo equipment to print color bills, Beijing Yingge uses Nipson's printing It is justified that the equipment prints the transport subpena; the service of the color bill is for a specific VIP customer, and how to express the true color quality is very important. Indigo is definitely the best choice for digital color printing equipment in the market. , And how to set up digital devices on the printing press, while meeting the basic speed of the printing press (100 meters per minute) and two forms width (about 18 inches), coupled with the sometimes need to produce free Carbon paper and 600 dpi resolution quality, of course, Nipson is the best choice.

Print On Demand's service era has arrived

The concept of short-run printing differs from that of on-demand printing. The former refers to a small amount of printing, but POD provides timeliness, specific content, special processing, or different content for specific objects. The solution is to attach the concept of customer service to the print production process. Of course, the creation of added value (especially the time-effective value) is for the printer to think about how to master it. The market growth rate of POD is now the highest in the printing industry. We can see the need for personal creation and personalization in the current digital environment (printing personal essays, personalized postcards, cards, invitations, calendars, stamps, etc. The growth of personalized packaging, scrapbooking materials, etc.), banking, finance and insurance, securities investment, real estate, etc. (briefing materials, investment reports, briefs, internal publications, insurance policies, promotional materials, etc.) is obvious to all. Education and training related materials (handouts, The development of papers, training manuals, and political book production, etc., and the commercial activities and document requirements brought about by internationalization and foreign investment all contribute to the increasing demand for Chinese POD services; we can see the printing of the Founder Group. The opening of the Jiedian Digital Chain Store is a proof of confidence in the development of the Chinese POD digital market. On the other hand, the development of digital publishing in the future will also provide another space for the development of POD players, and the future demand for Publishing On Demand is also expected.

Most of the POD services require color digital printing equipment. The related black and white digital printing and processing equipment must also be complete. The network service mechanism must also be available. This can meet the customer's requirements for on-demand printing. Successful POD. Operators must have good capacity management and process management capabilities; we must understand that the essence of the bill printing industry is the document management industry and the information processing industry. We attach great importance to processing is an important condition to create additional value, and provide customer satisfaction The service city is the basis for long-term business stability. Our main channels are government agencies, education systems, financial and insurance institutions, communications, retail, transportation and logistics. These are also the industries with the most demand for POD, so bill printers are better than others. The printing industry is more suitable for the operation of POD.

Variable Data Printing is the most promising of the printing industry

Digital printing is an inevitable trend. It is projected to grow from 6% in 2002 to 38% in 2010, and variable printing will account for 20%. This is the case of Frank Romano, a professor at Rochester Institute of Technology in the United States. Speech presentations; in the direct mail marketing (Direct Mail) one-to-one communication or promotional activities, the response rate of e-mail is only about one ten-thousandth, while the general content of the same content promotion is about 2%. The response rate, but if the printed matter produced by personal content, the effect of the response rate will be significantly improved, the following is the result of the use of one-on-one personalized DM trials by US companies:

• American Express Personalized Financial Statements, 35% of people received have responded.

? General Motors?? card, send personalized promotional letters, 25% received letters

People responded and sold 7,000 cars.

A local Ford dealer dispatches promotional letters to local residents

If there are 15% of people respond.

Personalized promotion of auto repair shops, financial institutions, medical institutions, and hypermarkets

DMs have a response rate of 10%-20%.

A store for Mother's Day gift promotions, send highly personalized letters, result providers

The store has increased its revenue by 51%.

A supermarket sells personalized discount vouchers, the path of discount vouchers to supermarkets

Arranged in order, customers can buy everything once they go, resulting in high usage rates.

Up to 65%, unexpected.

Personalized printing is aimed at Targeted marketing, and effective targeted marketing is based on the ability to identify customers, grasp the customer's interests, tastes, needs, the more accurate identification, and at the same time meet the customer's information The quicker the communication, the greater the effect of promotion; but the production of personalized front-ends requires a lot of information technology. Generally speaking, the effort spent on data processing far exceeds the strength of printing (general statistics are about five to one. ), so the focus of personalized printing is on materials, not printing, but to acquire useful customer data, experts must be involved to assist in data mining and analysis of the excavated data, so that the promotion can reach expectations. With the current market demand, the communications industry, credit cards, department stores, mass merchandisers, tourism, cosmetics, famous brands, automobiles, financial insurance and other industries are most in need of personalized marketing.

If the personal data is combined with the number data (including bar code, 2D barcode, OCR code, MICR code, etc.), the variable print can be extended to gift certificates, discount coupons, certificates, securities, personal For cheques and other services, we can accurately grasp the use of information through the Tracing system of the data. This analysis of the effects of promotional communications will be of great help. The bill printing industry is originally an information carrier service industry. The early access to the service of variable printing is an important strategy for business development.