Online Printing E-Commerce: Individual Consumption Accounts for the Majority

[ppzhan Abstract] At present, there are more and more online printing e-commerce enterprises in the industry, and most of them have traditional printing enterprises behind them. Judging from the current state of development in this field, most online printing enterprises simply move traditional short-run printing services online, without much innovation in their business model, and the commercial threshold for online printing is relatively low.

It is believed that a large number of enterprises will still pour in in the future, and they seem to be repeating the old path of traditional printing: low prices and homogeneous competition, with low profit margins, in a stage of burning money to grab territory. According to the author's exchanges with the heads of Gaituwang and Shangyin Kuaixian, the business sources of online printing services mainly come from two parts:

1. Individual consumers, whose needs are relatively simple and easier to satisfy, where competition is also fierce, but profit margins are also the lowest. The biggest demand characteristics of this consumer group are: price, convenience, and creativity. From the author's analysis, most online printing enterprises are indeed conducting fierce price wars to attract individual consumers, but logistics costs are also continuously increasing the operating costs of online printing service enterprises. From all aspects, although individual consumers occupy a relatively large share of the market, their contribution to enterprise profits is relatively small and competition among enterprises is also fierce;
2. Enterprise-level consumers. This field is divided into two parts. One is large enterprises, which usually have relatively ample budgets. Their printing services are mainly to meet the needs of corporate marketing activities and internal corporate communication, but most enterprises hand over the former need to public relations companies or professional design companies. Relatively speaking, PR companies and design companies can provide more comprehensive overall solutions covering demand mining, design modification, and printing implementation. Therefore, the author believes that if online printing enterprises want to stand out, they should not merely provide simple homogeneous, low-quality printing services, but should provide printing service solutions with differentiated core competitiveness.

The other is small and medium-sized enterprises, which likewise have marketing and promotion needs and internal corporate communication needs. By comparison, they have limited budgets and value service prices more, so they are more willing to choose to cooperate directly with printing service (online printing) service providers, with the printing service provider offering targeted printing service solutions and eliminating any intermediate links.

Judging from the revenue situation of Gaituwang and Shangyin Kuaixian, in terms of the number of consumers, individual consumers are more numerous than enterprise-level consumers, but in terms of revenue contribution, enterprise-level consumers contribute the majority.

Therefore, if online printing enterprises want to stand out in market competition, they should grasp the 2B end, that is, the needs of enterprise-level customers. The order of enterprise-level consumers' needs for online printing service providers: 1. brand awareness, 2. service capability, 3. price.

——This article is reprinted from China Packaging Network (pack.cn). Original link: http://news.pack.cn/show-361793.html