In the era of extremely high Internet popularity, users have gradually cultivated the habit of online shopping. The rapid development of network hardware environments such as broadband, computers, mobile terminals, and cloud storage has accelerated the constant change and improvement of business models. In such a large environment, the soil for e-commerce applications in the printing industry has been formed. The explosive growth and near success of Alibaba, JD.com, and Dangdang have also made more people see the reason and value of e-commerce. Network printing will push printing companies to "touch the net" to a whole new stage, opening up the real e-commerce era of the printing industry. The business model of "Mouse + Printing Factory" in printing e-commerce may become the mainstream of the printing industry in the future. Right now, domestic printing e-commerce companies are looking forward to a mature operation model.
Printing network environment
Statistics from relevant institutions show that the scale of B2B e-commerce transactions for SMEs reached 4.3 trillion yuan in 2012, a year-on-year increase of 26.5%, and the scale of corporate revenue was 16.71 billion yuan, a year-on-year increase of 27.6%. The rapid development of logistics has enabled the original "localized service" printed products to be distributed over a longer distance at a lower cost.
From a global perspective, the main driving force of the network printing market comes from the Asia-Pacific market, with a compound annual growth rate of approximately 15.3%. According to a survey conducted by the American consulting company Winship, it is estimated that in 2014 the total sales revenue of US $ 107 billion in commercial printing will be US $ 31 billion from online commercial printing.
E-commerce industry applications
According to the monitoring data of the China E-Commerce Research Center, as of June 2012, the number of domestic SME users using third-party e-commerce platforms has exceeded 16.5 million. Taking Alibaba as an example, the printing and packaging industry currently has more than 3,000 paying members in Alibaba International Station. There are more than 20,000 members in the domestic station.
In the industry, there are mostly packaging enterprises, among which packaging bags and packaging boxes account for the highest proportion, followed by bottles, caps, printing consumables, plastic films, and paper. The ratio of trading companies to printing companies is 6: 4. The transaction situation is mainly offline transaction.
Statistics show that printing companies use the Internet to promote information about companies and products. 15% of printing enterprises have independent websites and web pages, 63% of enterprises have open platform enterprise web pages, and 82% of enterprises have information publishing platforms.
At present, there are large enterprises experimenting with personalized customization platforms, such as Shengyuan Printing and Hucai, as well as foreign industries sharing the Internet printing market, such as Netease Printing, Kadang, and Snapfish.
The hidden opportunities and risks
The development of the e-commerce industry has driven more practitioners to join it. In the next five years, half of the more than 30 million SMEs in China will try to develop e-commerce. Print e-commerce will usher in a large number of influxes and entrepreneurs. From 2013 to 2015, the number of personalized printing websites will usher in rapid growth, the market share of personalized printing products will continue to increase, and the number of users will continue to increase.
Large integrated trading platforms like Tmall and Alibaba Mall make it difficult to realize professional product classification and services for printing equipment and equipment; online equipment and equipment sales are plagued by problems such as industry purchasing habits and accounting periods. Transparent purchase prices, the game between online channels and traditional dealer channels have just begun, and it is a painful process for suppliers.
Under the appearance of the rapid development of network printing, there is also a reality that must be faced, that is, the operating capabilities of mainland network printers are generally still in short supply. The online online trading platform of the printing industry has just started; the market needs to be continuously cultivated; in the future, dealers may develop into technical service providers, and corporate network direct sales will become standard. As service providers become stronger and more professional, more companies may outsource non-core businesses. Service providers' industry segmentation capabilities and professional service capabilities determine their core competitiveness.
Hunan Tianwen Xinhua Government Printing Co., Ltd., Beijing Shengtong Printing Co., Ltd. and other large enterprises have launched related projects. At the same time, foreign forces are also actively infiltrating the mainland network printing market. There is a rumor that the "temple-level sample" American Vistaprint will soon enter China. Evergreen Co., Ltd. cooperated with Taiwan's well-known network printer Jianhao to establish Tianjin Jianhaoyun Printing Technology Co., Ltd.
Compared with the printing industry, although we have seen the blue ocean of e-commerce, we are facing huge challenges and difficulties-there are problems such as a single profit model, insufficient innovation, and integrity, and the homogenization of personalized products is serious. The price competition for such products is more intense. A single business model will bring more intense market competition and prices continue to fall. Enterprises should choose a business model that suits them, think calmly and act quickly, and lay out the network printing that suits their current situation.
Welcome mobile e-commerce
Analysys think tank recently released data showing that in 2012 China's mobile phone shopping market reached 60.05 billion yuan, a year-on-year increase of 488.7%. It is estimated that by 2015, the transaction scale of the Chinese mobile e-commerce market is expected to exceed 250 billion yuan.
At present, China has become the second largest 3G user country in the world. The popularity of smartphones and tablets has catalyzed the mobile e-commerce market. The number of mobile Internet users and mobile online shoppers has increased significantly. The precipitation of traditional e-commerce has laid the foundation for the development of mobile e-commerce. basis. Consumers have a high level of awareness of mobile tools and quickly apply them. Printing companies should be keen to seize market opportunities, move quickly or even leapfrog development-to meet mobile e-commerce.
To this end, print e-commerce practitioners should integrate the printing process and practice internal skills, cultivate online purchasing habits, and continuously improve the customer experience. Regardless of the speed and results, it is undoubted that enterprises will be e-commerce in the future.
The development of e-commerce in the printing industry requires continuous investment and persistence. In the end, only a handful of players may survive, but those who survive will certainly gain considerable market share and income.
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