Today, digital printing has been widely accepted by the world

If the digital printing technology that does not require printing is started from the first copying machine produced by American Chester Carlson in 1938 using electrostatic imaging principle, digital printing has been widely accepted by the world and become a new round of market hotspots. It was after the drupa printing exhibition in 2016. Because, traditional printing equipment manufacturers such as Heidelberg and Komori almost all enter this field, which means that they are optimistic about the next step in the development of digital printing.

In fact, in the past few years, the application of digital printing in various fields has risen and declined. The most fundamental reason is that the market is changing. For example, the earliest use of variable data printing in the production of the bill industry, because the rise of electronic invoices is going downhill, and this trend is irreversible. However, the development speed of inkjet printing in the fields of architectural decoration, textile printing and printing, label printing is very fast, and packaging printing is very likely to become the hot spot of the next round.

All of this is related to technological progress, and to the well-being of the Chinese people.

This change has attracted the attention of all printing managers. The most outstanding performance is that the representatives of traditional printing companies participating in the digital printing forum are more, because they want to understand this change and hope to keep up with the development of the times and not fall behind.

Meet individual needs

Is the biggest advantage of digital printing

On-demand, variable, and instant are the advantages of digital printing. When the materials are relatively scarce and the quality of digital printing needs to be improved, these characteristics are objectively restricted, and the field of application is relatively limited.

However, after the people went from being full of food and clothing to stepping into a well-off society, they have the capital to enjoy life, and they also began to seek to show their individuality and reflect their own value. In addition, the digital printing equipment has made breakthroughs in the aspects of format, speed, quality and printing medium. The new printing production process that has grown up with digital technology is increasing, and label printing is undoubtedly an area where digital printing has developed rapidly in recent years.

In recent years, label printing will use the digital printing process faster, which is related to the market attributes of the label itself and to the development of the whole society to a certain stage.

The label is closely linked with the trademark, and the application of the label must first be registered with the trademark, because the trademark is for the purpose of clearly marking the goods, leaving the consumers with a distinctive brand memory. However, labels that are registered may not always use labels. Whether labels are used is more related to the attributes of products, such as labels commonly used in food, beverages, and clothing.

But even so, the form of the label is still different from the carrier, there are plastic bottle stickers, paper tags, and even some brand furniture directly brand the label on the furniture surface. After our country entered the market economy from the planned economy of history, along with the ever-increasing abundance of materials, the quantity of labels has also been on the rise, and there is a trend of continued growth.

According to the data provided by the China Printing and Equipment Industry Association, the "China Printing Industry Technology Development Roadmap", by 2014, the annual output value of China's label printing has reached 33 billion yuan, accounting for 3% of the total printing output of the year. The output of self-adhesive labels was 4.4 billion square meters. There were more than 6,000 enterprises engaged in label printing in China and nearly 60,000 employees. These figures clearly tell us that label printing is not a small printing branch in our country.

The so-called "social development to a certain stage" refers to the need for publicity from the time of food and clothing to a well-off society.

The theoretical basis is the five-level pyramid theory proposed by the American psychologist Maslow in 1943 in the "Human Incentive Theory" (see Figure 1). In the subsistence stage, people are pursuing physical and security needs for survival; after entering the well-to-do stage, people have the ability to pursue the needs of society and respect. The purpose is to seek a sense of belonging, and now China is at such a stage.

The Goldman Sachs Asia China Statistics Bureau has compiled a wealth distribution table based on China's per capita income in 2013 (Figure 2). It is believed that 48.2% of the workforce in China had a well-off income level in the year. According to the survey data of CHFS in 2015, the number of middle class in China has reached 204 million and the total wealth reached 28.3 trillion yuan, surpassing the United States and Japan, ranking first in the world. This is of course related to the huge population base.

The improvement of the national economic conditions has made it possible to pursue the personalization of consumer goods, and has also pushed the label printing that can promote individuality to the forefront.

Digital printing in the field of labels in recent years

Faster growth

It turns out that personalized products can really stimulate consumption because they meet certain spiritual needs of people. For example, a product label printed with the name of the recipient and a candy cake printed with the name of the newlywed couple will bring surprises.

Another example: Shandong Green Love launched a candy package with advertising, which can not only enjoy the delicious taste of candy, but also play the role of advertising (Figure 3); choose to wear a different sentence according to your wishes. T-shirts can also show their personality and preferences to a certain extent.

More data proves that personalized labels can drive sales of products. Coca-Cola was the first brand to open a personalized label. This bold attempt not only reflects the boldness of international brand companies, but also brings real benefits to Coca-Cola.

According to the data, in 2013 Coca-Cola tried to launch a nickname bottle (Figure 4), and applied various popular nicknames such as girlfriends, small loli, and food to the products. This will undoubtedly increase the cost compared with the original production of unification trademarks, but the result of the launch of personalized trademarks is that Coca-Cola's sales in the market have increased by 20% from the previous year, which is still the background of the criticism of carbonated drinks. under.

Successful attempts have increased the company's confidence in continuing to advance this work. In 2014, they launched lyrics bottles and their sales increased by 9%. Subsequently, the bottle of words was launched in 2015, the gold medal bottle was launched in 2016, and the cipher bottle was launched in 2017. There is no doubt that as long as the changes in the label can bring benefits to product sales, companies will enjoy it.

It was with the personalized label launched by Coca Cola that a large number of companies actively followed up. Taste all "to establish a dialogue with the consumer model", has introduced the "reason bottle" "HI (嗨) bottle" "spelling word bottle"; Yili, Master launched the bottle of confession; unified group launched Xiaoxie students ...... In addition, there are Jiang Xiaobai (Figure 5) and Oreo (Figure 6). All of this proves that if we can narrow the distance from the consumers and bring consumers extra feelings beyond the product, there will be It may bring new sales and profits to the company.

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