Электронная коммерция в сфере печати: сначала найдите болевую точку, затем назначьте «обезболивающее»

[China Packaging News] Pain point, this is a term that is very frequently used in Internet marketing. Sure enough, at the recently held 4th China Printing E-commerce Annual Conference, this term was repeatedly mentioned. Most successful printing e-commerce businesses have identified the pain points of the industry or their customers and further developed "painkillers". Among these enterprises, some originated from traditional printing companies. Faced with the industry being besieged on all sides, they actively carried out Internet transformation. Some were born with an Internet background and entered the printing industry in search of business opportunities during their growth. What inspirations can these two types of enterprises, as changemakers, bring to those that want to enter the printing e-commerce field?

Traditional printing enterprises are "attacking" the Internet

It is said that "Internet Plus" was driven by pressure, but don't wait for the pressure from Internet enterprises. Zhang Hongmei, the CEO of Sunshine Printing Network, has a deep understanding of this. She founded Beijing Baofeng Printing Company in 2008. In the wave of the Internet, traditional printing enterprises are taking active actions and striving to find breakthroughs in "Internet + printing".

Build a supply chain to achieve a win-win situation

By 2015, the number of printing factories cooperating with Sunshine Printing Network had reached over 3,000, distributed in more than 300 cities across the country. The service scope thus formed could cover over 1,400 counties and towns. Zhang Hongmei said that she hopes to build an Internet ecosystem through Sunshine Printing Network and strive to enable her colleagues in the supply chain to make money happily on Sunshine Printing Network. Yintong Tianxia is also focusing on the layout of the ecological chain. Chairman Zhang Hongbo also stated that Yintong Tianxia aims to build a holographic ecological chain for the printing industry in the Internet era and achieve shared benefits and win-win results with printing peers.

According to Zhang Hongmei, Sunshine Printing Network now has high-quality orders from well-known Internet companies such as Alibaba, Baidu and Meituan. The IT system of Sunshine Printing Network can directly deliver orders worth 20 million yuan each year. At the same time, it can reduce the number of employees such as 5 to 10 sales representatives and 5 to 10 order followers, which can save the enterprise over 2 million yuan in labor costs. Zhang Hongmei aims to build Sunshine Printing Network into "JD.com for purchasing customized printing products for enterprises", that is to say, to create the strongest supply chain and achieve a win-win situation. It is necessary to build a super-strong self-owned logistics and service team. In conclusion, the service level of JD's self-operated business is a benchmark, and we should strive to reach it.

Zhang Hongmei disclosed that in 2015, at Sunshine Printing Network, the annual order volume of 56 printing factories exceeded 5 million yuan. In 2016, Sunshine Printing Network aims to have at least 50 suppliers with an annual order volume exceeding 20 million yuan. Zhang Hongmei emphasized that the conditions for such suppliers are: the factory's informatization is well done, of course, the quality is also excellent, the management is good, and the price should also be competitive to a certain extent.

A small incision can lead to a big deal

Guangdong Jinguang Technology Co., Ltd. has been thriving in the printing industry and doing well. However, the company's CEO, Wu Dengmi, always feels that this approach is not right. He has been constantly thinking about where the interface lies with electronic printing. Ultimately, what he found was a small order for color box packaging that was not well-received at first. At that time, printing enterprises that were transforming towards the Internet chose commercial printing more often than packaging printing.

Wu Dengmi identified the pain points of small orders for color boxes. For customers, this pain point is that it is difficult to find a printing factory, the transaction process is troublesome, the quality is not guaranteed, the price is high, the delivery time is long, and the design is troublesome. For the industry, this pain point lies in high transaction costs, high prototyping/sampling costs, low efficiency, and high regional entry barriers. He introduced such a set of figures: In 2015, the national paper packaging market was 1 trillion yuan, with small orders for color box packaging printing accounting for 30%, approximately over 300 billion yuan, and it has been growing at a rate of over 10% annually. However, the actual market situation of small orders for color boxes is that printing enterprises are reluctant to accept them due to their low amount and high cost, and they are regarded as a burden.

Customers with small orders in packaging and printing have many fragmented and personalized demands, which are difficult to meet. Based on these data, Wu Dengmi imagined what would happen if he could exclusively solve the pain point of small orders for color boxes in the printing market and efficiently meet the fragmented demands of packaging and printing customers. Thus, in 2015, Jinguan invested heavily in building an e-commerce platform for color box packaging - Eheyin.

E-box Printing is driven by technological innovation. It gathers small orders for color boxes through the Internet, uses big data to reclassify and recombine products and personalized elements, and groups order files with the same elements together for large-scale manufacturing. In addition, E-Box Printing has an intelligent pre-press document processing system and an intelligent ERP production order management system. At the same time, it formulates standards, outputs standards and integrates regional partners across the country, thereby achieving nearby production and nearby distribution, and quickly meeting the fragmented market demands. Wu Dengmi said that currently, the e-Box printing platform can accept orders 24 hours a day, provide quotations in 1 second, generate die-cutting drawings in 10 seconds, complete prototyping/sampling in 90 seconds, and deliver products within 72 hours. The goal of e-Box Printing is to achieve sales of 10 billion yuan in 2020.

Incubate new industries with traditional businesses

When traditional printing was besieged on all sides, the veteran printing enterprise, Hucai Printing Art Co., LTD., targeted personalized imaging and on-demand publishing as the breakthrough point in digital printing. In the view of Chen Chengwen, the chairman of Hucai, the future belongs to enterprises that are engaged in traditional industries and also understand the Internet.

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Chen Chengwen believes that traditional enterprises have a market first and then factories, Internet enterprises expand their scale by relying on venture capital to invest heavily and burn money, and "Internet Plus" is to incubate new businesses with traditional ones. Therefore, Hucai believes that its core competitiveness in digital printing lies in the most advanced equipment, a complete IT system, and innovative R&D and design. Therefore, Hucai has always been committed to laying out internal capacity building. In 2011, Hucai visited the United States three times to inspect HP digital printing equipment and ordered two HP Indigo7500 digital printing machines at the China (Guangdong) International Printing Technology Exhibition.

In 2012, Jinghua Hucai purchased a HP T300 color and T350 black-and-white rotary inkjet printer to start book printing. At present, Hucai has established four digital printing bases in Beijing, Shandong, Shaoxing and Dongguan across the country, with a cumulative investment of over 300 million yuan in equipment and IT. The saying "accumulate thickly and release thinly" holds true. From 2013 to 2015, the digital printing business of Hucai witnessed a growth of 3 to 5 times.

The bloodline of the Internet has "merged" into the printing industry

Printing is the thirteenth industry I'm in. Before that, I worked in a listed company. This was said by Xing Kai, the founder of Beijing Yisite Company. He feels very lucky because he is deeply driven by the Internet, which gives Internet enterprises like Yiside the opportunity to do a traditional industry in a brand-new way. This is also the consensus of Internet-based enterprises like Printing Jun and Bajie Printing. These enterprises take connection as their mission. From their ideas, products to behaviors, they all follow the model of the Internet. What they have brought to the printing industry is not only the disruption of products, but also the disruption of business ideas.

The greatest advantage lies in not being an insider

The thrill of tearing a cardboard box in three seconds enabled Xing Kai to achieve sales of 20 million yuan within two years of starting his business, attracting major clients like Jumei Youpin and Vipshop. In Xing Kai's view, it really doesn't matter what industry you are from. He is merely putting his business ideas on a small cardboard box.

Xing Kai is still a product manager at Yisite. He believes that his greatest strength lies in the fact that he is not from the printing industry and thus has no idea what this industry originally thought about. Therefore, he can redefine this industry. When designing based on the idea of objects, it is believed that packaging is to make the contents inside safer and more attractive. However, in the Internet era, people have become the center of manufacturing. To build products centered on people, the most important thing is the customer experience. "Just making connections is not enough. When you make a transaction with something, think about how unique the experience people have in this matter is." " Xing Kai expressed it this way.

Transform complex demands into simple touchpoints

Xiao Haotian, the CEO of Printing Jun, also entered the printing industry as an Internet professional. He has heard people in the printing industry constantly talk about how to transform printing with the Internet on various occasions. But in his view, if the infrastructure of an industry is not well established, so-called transformation does not exist. So, he identified the pain point of printing enterprises - printing equipment.

Xiao Haotian believes that a valuable thing must be the ingenious condensation of a complex and huge business demand into a simple touchpoint and presented to the customer. With just a light tap, you can solve the problem that has troubled you for a long time. Printing Jun was precisely created to address the various service demands of printing enterprises related to equipment and production. By optimizing the entire supply chain, enhancing response speed, and reducing industry service costs, it helps printing enterprises solve their pain points.

The four major demands of printing enterprises are more orders, ensuring production, reducing costs and improving efficiency. In the process of ensuring production, the pain point of equipment services in printing factories lies in the wide variety of equipment, which requires a full package service. To solve problems quickly, a one-stop service is needed. The service process is not transparent and can only rely on conscience. The number of people to choose from is limited and their skills are single.

For service providers, their pain point in demand is that after the backbone goes solo, they become malicious competitors. The management cost is too high and the service has been suffering long-term losses. The service resources are limited and cannot respond quickly. The inventory cost is too high and parts are often out of stock. In response to this, the solution provided by Printing Jun is intelligent scheduling (a one-stop solution combining manual service and parts service), service visualization, and supply chain synchronization, providing a one-stop solution to equipment problems of printing enterprises.

Concentrate resources to achieve breakthroughs in individual products

On January 28th, Zhubajie.com made its first round of investment of 50 million yuan to establish the Internet printing platform "Bajie Printing" in collaboration with Nasdaq-listed printing enterprises Zhejiang Shengda Group and Foshan Caiyintong. In the eyes of Chen Wanping, the general manager of Bajie Printing, the new printing ecosystem advocates large-scale socialized collaborative division of labor. Only in this way can it better serve small, medium and micro enterprises and help solve the contradiction between production efficiency and consumption efficiency.

"Bajie Printing" has innovatively upgraded the traditional printing industry model by delivering a large number of orders in a targeted manner, improving efficiency, reducing costs, and effectively controlling the service quality of printing enterprises. Meanwhile, "Bajie Printing" also enhances the customer experience from placing an order to receiving goods through an efficient logistics system, thereby building a new printing ecosystem.

Chen Wanping believes that the model of the new printing ecosystem is: gathering orders, single-item production, and making everyone more professional. He further analyzed four key points for printing enterprises in the sharing economy: First, specialization. In the printing industry, find a single product and strive to make oneself the most professional and efficient. Only by concentrating resources to break through a single product can there be a chance to win. If there is no expertise, the opportunity to find cooperation in the future will become smaller and smaller. In the Internet era, every single product can accumulate a large enough business volume. Only by specializing can printing enterprises become strong and thus grow larger.

The second is informatization. The essence of the Internet is the transmission of information. It is the interconnection and intercommunication of information that have changed the business model. The cooperation in the new ecosystem is all based on information sharing. Therefore, the first thing that printing enterprises should do when embracing the Internet is to informatize the people, things (equipment) and events (operation processes) of the enterprise. The third is a cooperative mindset. The new printing ecosystem advocates a brand-new division of labor system. Through cooperation, enterprises can make up for their own shortcomings. While enterprises focus on specialization and informatization, they should have a cooperative mindset. The key point of cooperation is not who controls whom, but the maximization of mutual interests.

Fourth, it is demand-oriented. In the new ecosystem represented by "Internet Plus", all partners exist to better meet and serve the needs of customers. Only by exploring value from customers can individual products developed based on customer demands generate value throughout the entire ecosystem.

Investors' View on "Internet + Printing"

Yan Feng, CEO of Xinwen Capital, said, "The Internet is the standard, the tool, and the direction."

Before 2013, the Internet was merely a tool and traditional industries were the main body. Since 2013, the Internet has been the standard, finance the tool, and emerging industries the direction of development. The four operations of "Internet + Printing" : Addition is the sum of advantages, upgrading industries (including technological upgrading, data upgrading, consumption upgrading, and environmental protection upgrading); Subtraction means eliminating drawbacks and reducing costs. Multiplication is the use of financial tools to maximize profits. Division is a high-risk approach accompanied by high returns, avoiding "black swan events" (extremely unpredictable and unusual events that usually trigger a chain of negative market reactions or even disruptions).

Ling Daihong, co-founder of Danen Venture Capital, said, "The opportunity lies in related promotion and technology embedding."

Today is an era of the great explosion of mobile Internet. The driving forces for the development of mobile Internet are reflected in three aspects: seeking new platforms, intelligent robots, driverless vehicles, and the Internet of Things being interconnected. For the printing industry, opportunities lie in the promotion of packaging demand and the integration of related technologies, such as the consumption promotion of the printing and packaging industry by QR code traceability technology.

-- This article is reprinted from China Packaging Network (pack.cn), original link: http://news.pack.cn/show-322212.html