Small offset printing market analysis
guest of this issue
chenbaobin: head of Sales Department of Weihai Bintian Printing Machinery Co., Ltd.
guzuxin: general manager of Weihai Printing Machinery Co., Ltd.
Li Mei: Deputy General Manager of Sino Japanese joint venture Yingkou Sanxin printing machine Co., Ltd.
Li Chunhua: general manager of Weifang Great Wall Precision Machine Co., Ltd.
Li Xuri: Deputy General Manager of Weihai Wanli printing equipment Co., Ltd.
sunweisheng: Weifang General manager of Yongcheng Machinery Co., Ltd.
Wang Xuanquan: Deputy General Manager of Weifang Zhengtong mechanical equipment Co., Ltd.
Zhang Jie: Director of the market management department of Weifang Huaguang precision equipment Co., Ltd.
small offset printing machines are a big deal in China's printing history: in 1976, Yingkou Guanhua offset printing machine Co., Ltd. (formerly Yingkou copier factory) introduced Ricoh 1010 technology from Japan, Produced the first monochrome small offset press in China; After that, Weihai Hamada Printing Machinery Co., Ltd. introduced a full set of Hamada 47 small offset press technology from Japan, and the products were sold well all over the country; From 1997 to 2004, the sales volume and sales volume of the whole small offset press rose steadily in the seven years; Then, the price war was launched in Weifang, Shandong Province, and the market growth rate gradually decreased; Then many manufacturers increased their research and development efforts, and launched "large format, multi-color, heavy" models one after another. A clear development context of the industry is presented in front of us, whether it is new or dead, whether it is the sunshine road or the dead end, and where the small offset printing will go. Let's listen to what major manufacturers say
small offset printing has really become a huge industry, perhaps from the late 1990s. At that time, Weihai Hamada introduced a full set of Japanese Hamada small offset printing technology, and the 47 models launched immediately fell short of demand. It was precisely because of the strong market driving force at that time that China's small offset printing market began to sprout and develop, and many manufacturers were very unforgettable of the good time when production and sales were booming
chenbaobin: from 1992, negotiation and cooperation began. After three years of market research, to September 1, 1995, investment and construction of the plant, the process of building the plant in Bintian, Weihai was quite tortuous. However, due to the introduction of a full range of Hamada technology from Japan, the 47 model is very popular in the market. In 1997, the unit price of the single high-cost small offset press was 182000 yuan, with a market share of 15%, which is mainly used for the printing of bills. With the maturity of the market, the products reached the sales peak in 2004. Although they were imitated by a large number of manufacturers and the price was slightly adjusted, the sales volume was still close to 600 units that year, and the average price was more than 100000 yuan
Zhang Jie: at the beginning, the main business of Huaguang Seiko was not small offset printing machines. In 1992, it began to introduce the octa monochrome prototype of Japan Eastern Airlines. Since then, with the transformation of China's lead printing to offset printing and the promulgation of relevant national policies, such as the printing industry management regulations and the printing industry qualification regulations, the domestic demand for small offset printing machines is very rapid. Huaguang Seiko basically developed at the speed of annual sales increment of about 200 sets, In 1998 alone, the sales volume of each octave monochrome small offset press of more than 60000 yuan reached more than 400. After participating in drupa exhibition in 2000, Huaguang Seiko found that it was difficult to see monochrome small offset printing machines. At the same time, with the continuous segmentation of the printing market, there will be more and more short version small format moving parts. Therefore, since 2000, the company began to study multi-color small offset printing machines. At present, the popular hg452b and other products are the achievements of that year
king of war
I don't know whether the price war is the destination of China's commodity market, but the printing market, which continued to weaken after SARS in 2003, first erupted in the competitive price reduction of small offset printing manufacturers. Everyone is amazed at the price reduction record of the small offset press, but the manufacturers know that the "reshuffle" has just begun, and the cruelty of success and failure often comes only from whether the manufacturers understand and grasp the market accurately
chenbaobin: in fact, since 1996, some manufacturers have begun to map and copy the monochrome 47 small offset press of Hamada, and the price is about 120000 yuan, which is 60000 or 70000 yuan lower than that produced by our factory. However, in order to ensure quality, unlike many small offset press manufacturers that use outsourced parts, about 80% of Hamada's components are processed or imported by themselves, which increases the cost considerably. Not only that, we also need to pay huge patent fees to Japan, which makes Hamada's cost reduction space very limited, and it is impossible to fight a price war
but the price war has had a great impact on Hamada. Therefore, since 2003, we have transformed our main focus on four-color offset printing machines and jumped out of this market. At present, the problem we face is that although the annual output is more than 40 sets, each four-color offset printing machine with an annual output of more than 1.5 million yuan lacks effective sales channels. We are considering ways such as financial leasing to solve this problem
guzuxin: the 47 model has been widely copied, and the final harm is the small offset press industry itself. Due to the uneven economic development in China, there will be a market for small offset presses of various prices and different quality, and no one will crowd others, but this industry cannot make progress
after the enterprise restructuring in December 1999, Weihai printing machine has a relatively clear development idea. As an inevitable trend of printing development, color printing, monochrome small offset printing machine will obviously be eliminated, but at the same time, as a small offset printing machine manufacturer, it also faces many difficulties such as high technical threshold and large investment in developing to multi-color. Weihai printing machine has advantages in these aspects. Export is also one of the ways to get rid of the current low-level competition. I don't know how to repair it when it breaks down. Weihai press small offset press has been exported to 15 countries last year
Zhang Jie: price war is a manifestation of mature technology, which is a normal phenomenon from the perspective of market economy, but I didn't expect that the small offset printing market will develop so rapidly. Since 2002, Weifang has basically increased more than 20 small offset printing machine manufacturers every year. At the end of 2004, there were more than 70 registered with the Administration for Industry and commerce, in addition to more than 10 underground small offset printing machine manufacturers. Huaguang Seiko is also affected by the market. Although the price has been adjusted, our customers mainly focus on the quality of Huaguang Seiko. Our traditional advantage product 47 format code printer, although the price is 70000-80000 yuan, which is much higher than that of similar models of other brands, the sales volume in the first half of 2005 was not affected
47 format monochrome machine, which is highly competitive in the market, is a product for small offset printing. The technical threshold is not high, and there are too many market participants. Therefore, Huaguang Seiko has gradually shifted the market focus to four-color machine 452 series products, and realized the assembly line operation of four-color machine. At present, our market is concentrated in three regions: the Yangtze River Delta region, Northeast China and Sichuan Tibet region. The business in these regions is mainly medium-sized moving parts with a larger batch, which has certain requirements for the exquisite degree of printing. At the same time, in order to avoid the internal friction of domestic low-level competition, Huaguang Seiko actively explored the international market, with an export volume of more than 4 million yuan in 2004 and more than 8 million yuan in 2005. At the same time, in addition to achieving breakthroughs in multi-color large format machines, Huaguang Seiko has also opened up post press processing equipment suitable for small offset printing
Wang Xuanquan: the market situation from 2001 to 2000 was relatively good. At that time, there were not many small offset printing machine manufacturers, a total of more than 10, and only 4-5 large factories. But by the beginning of 2003, a large number of accessory processing plants began to switch to small offset printing machine assembly, and the drawings of model 47 have also been circulated and sold in the market. Without government constraints, a large number of low-quality and low-cost small offset printing machines flowed from workshop to market. By 2005, the price war had been quite transparent. Basically, all small offset printing machine manufacturers were selling at a price close to the cost. Some manufacturers accelerated their turnover and even sold at a loss in order to revitalize their funds. However, the result of a large number of low-quality small offset printing machines flooding the market was only the complete mistrust of the entire market by consumers. On the basis of winning with quality, Zhengtong plays a good service brand, and gives a year's service after product sales, so as to avoid the worries of customers
our market is mainly in Shandong, Wenzhou and other regions with high requirements for the quality of printing machines, and also has a good market response in Jiangsu, Zhejiang, Shanghai, Guangxi, Yunnan and Henan, with an annual sales volume of about 600 sets
sunweisheng: Yongcheng has been engaged in the processing of small offset press accessories since 1992, and switched to complete machine assembly in 2000. At present, it is mainly a single machine combined bill printing machine, with 47np model accounting for 60% of the total sales. At the same time, it developed a large quarto heavy-duty machine in 2002, which was sold last year
for the whole small offset printing market, 2004 was basically very depressed. As far as I know, more than 20 small offset printing machine manufacturers closed down in 2004, while 10 closed down in the first half of this year alone
Yong's annual sales volume reached 1800 units, mainly for Jiangsu, Zhejiang, Shandong and other regions. Although at the beginning, in order to seize the market, it also adopted a low-cost strategy, but with excellent hardware processing capacity and guaranteed product quality, it occupied a place in the market
lichunhua: Although 90% of the small offset printing machines produced nationwide are produced in Weifang City, Shandong Province, the total profit obtained is not much different from Yingkou and Weihai in terms of quantity, mainly because the offset printing machines produced in Weifang are cheap. In fact, such low-cost products also have a market. Although there are many minor defects, many printing enterprises have tight requirements for live parts and high strength. They often need to replace new machines within two years, and their prices are indeed competitive
great wall can be said to be the victim of this price war. Due to market pressure, the price of the code printer, which sold for 100000 yuan in 2002, has fallen to about 35000 yuan by 2004. The customers it faces are mainly printing plants and schools with a large number of short version movable parts. Its business is becoming more and more difficult. At the same time, it is also squeezed by rebates at local distribution points, making manufacturers' profits less and less. In order to get rid of this dilemma, great wall has tried in two aspects: first, improve the quality and realize the flow operation of small offset press production. There are fixed qualified data in each link and testing layer by layer; Secondly, Great Wall insists on establishing its own agency points in various regions, which not only has more active control over the prices in various regions, but also can shoulder the responsibilities of maintenance and market research feedback
Li Xuri: Wanli, like other domestic small offset press manufacturers, also surveyed and mapped the design drawings of Hamada 47 model, but Wanli did one more step than other manufacturers, that is, through CAD reassembly, making all kinds of data more accurate. Wanli small offset printing machine was put on the market in August 2003. At that time, the competition in the whole small offset printing market was very fierce. In order to gain a foothold in the market, ensuring high quality is the only magic weapon. Wanli's positioning for quality is not enough, but the best. Therefore, many customers know and choose Wanli through word-of-mouth among users
Li Mei: at present, Sanxin has formed 5 series and 12 varieties, but the price war of small offset printing machines in Weifang has not affected Yingkou area. The reason is that Sanxin has introduced Liang Ming technology, and at least in terms of format. 2. Environmental factors do not share the user group in terms of the impact on low-speed impact performance, such as equipped with a change meter to measure shear modulus and stipulate non proportional change stress, so it will not cause positive conflict, but multicolor is small