Focus on functional printing or the final way out

  • Detail

Attention: functional printing or the final way out for the printing industry. Zhang Yijun, director of the Department of science, technology and digital publishing of the General Administration of publishing, said that the annual growth rate of digital publishing was close to 50%, and the total output value in 2009 reached 79.5 billion yuan, surpassing the GDP of traditional books, newspapers and publications for the first time. In the battle between digital publishing and traditional publishing, digital publishing, a young brother, is obviously better at it, and big brother traditional publishing is unwilling to lose. Many new media boldly say that the time of the paper media is not much, and the end is approaching. I don't know when the theory of the end of the paper media has been hyped. As a printing industry closely related to traditional publishing, we certainly don't want to see the decline of traditional publishing. If there are no books and newspapers, where will so many newspaper printing houses go? Who will feed thousands of printing workers? Such problems hang like big stones in the hearts of printing enterprises. The gray future is in front of them. A small number of printing enterprises choose to face it by escaping. On the surface, they disdain e-books, but actually secretly worry in their hearts. While recalling the glory of the printing industry in those years, they silently sigh for the current dilemma

in the face of the threat of digital publishing and all kinds of comments on the market, we should face and analyze it rationally. First of all, we cannot deny that the success of digital publishing has indeed had a great impact on traditional publishing, and has also had some impact on our printing industry. Secondly, the doomsday theory of paper media is not desirable. One media cannot be completely replaced by another new media. The alternation of new media and old media is a gradual process. Whether e-books or iPads, today's mobile readers and traditional newspapers are like television and radio in those days. Thirdly, although paper media will not disappear in a short time, we have to admit that mobile readers such as e-books will seize a large part of the market of traditional books and periodicals, and the prospect of newspaper printing industry is still not optimistic. Yinminghua, President of Jiefang newspaper group and vice chairman of China Journalists Association, said in a recent speech: from 2005 to now or in the future, the advertising volume of print media such as newspapers has been declining, with a decline of more than 10% or even more every year. All newspapers, including some media, have suffered a cold winter. The profits that used to be profitable have begun to decrease, and some have even incurred losses. In the United States, 106 newspapers have closed down, while in China, the first big newspaper, China Daily, has also closed down. Some people may say through these figures that digital publishing has a great impact on the foreign market and has little impact at home. In fact, many newspapers in China have reached the edge of loss, and the reason why they are still not closed down is that our national newspapers are basically state-owned, but the United States is not. Through the speech of President Yin, it is not difficult for us to realize the severe situation of the domestic newspaper industry at present, and whether the printing industry closely related to the newspaper industry is also facing the same future

the transformation is at hand. For the current printing industry, the top priority is to find countermeasures. The author once read the article "a new watershed between functional and functional printing" by Chen Zhengxiong, President of Taiwan printer magazine, in which Mr. Chen divided printing into functional and functional printing. He believes that the printing media that are visible to people or have the printing function of tactile sense belong to functional printing. Such as traditional books and magazines. No matter the linear bar code, but the dot matrix two-dimensional bar code that is extremely polluted or encoded in the square must be interpreted by the equipment before people can know its content. We call it functional printing. For example, the two-dimensional code, RFID printing and printed circuit board of our common commodities. Here, the author briefly describes how to zero adjust the experimental machine as follows: gall expands the concept of functional printing to functional printing. In addition to the temporal printing of the function in choosing the installation environment, the reduction of volume and warehouse also adds the printing categories closely related to people's lives, such as packaging printing, bill printing, label printing, into the general category, which is defined as functional printing. The common feature of these printing products is that they are indispensable in people's lives and have important functions

the impact of digital publishing is only in the category of functional printing, mainly in the printing of books and periodicals. Functional printing has not been greatly affected in essence. The author once interviewed Donggang security printing company, which is engaged in bill printing. Mr. Tang Guoqi, the executive deputy general manager of Donggang security, once said that new media such as e-books have not had a negative impact on the company, and Donggang's performance in 2009 rose against the trend compared with the whole printing market. Tanjunqiao, a senior consultant of China printing press equipment industry association, also said that the impact of new media on packaging and printing is very small, even negligible. Functional printing has firmly seized the market with its strong irreplaceable. Maybe people can buy e-readers and give up traditional books and periodicals, but people can't abandon the printing industry. Your ID card, your bus card and your clothes are everywhere with traces of printing. With the continuous innovation of RFID technology, 3D printing and other technologies, the application field of functional printing is becoming more and more extensive. The author suggests that some printing enterprises should spread their thinking, turn their eyes from functional printing to the functional printing field with infinite potential, and transition printing products from pure functionality to functionality, so as to create their own blue ocean

for printing enterprises that have made achievements in functional printing, they should consider the current situation more. If they want to continue to do functional printing, they must find a new market gap, and add new functionality to pure functional printing, such as art printing in Yachang and photography printing in Zhejiang Yingtian are good ideas. In the past, the public audience of traditional publishing has abandoned books and newspapers. Of course, the printing industry cannot expect to receive a large number of books and periodicals printing orders as usual. We need to blaze a new path by ourselves

Copyright © 2011 JIN SHI