China printing industry, as an important part of the press and publishing
industry, has maintained rapid growth in recent years. "11th Five-Year" period, the total
output value of China printing services with an average annual growth rate of 19.3%, far higher than the
national economic growth rate of 11.2%, and in 2011 the total output value of
the total output value of China printing industry accounted for 57.8% of the
news publishing industry, printing has become the main force in the development
of China cultural industry. At present, the overall size of China printing industry is close to the second place in the
world, the degree of intensive industries is gradually improving, and the trend
of development is good. It is estimated that by the end of 12th Five-Year, the
total output value of China printing industry will exceed RMB 11000, and it
will become the second largest printing country and the world printing center
in the world. Meanwhile, the printing industry will gradually change to a
printing power.
1. Large manufacturers profit model analysis
(1) Profit growth point
The printing of books and periodicals has entered a period of stagnation,
and packaging printing is a growth engine. This is a general consensus among
the industry. In the 2015 world printing and communication forum, some research
institutes have predicted the total amount of printing change over the next 5
years. The growth rate is higher in packaging and printing, with an annual
compound growth rate of 4.1%; the annual growth rate of commercial printing is
0.2%; publishing and printing are basically flat. Paper packaging, metal
packaging is currently in the rapid growth phase of the long boom period: the
rapid development of the Internet economy, and commodity homogenization has
become increasingly obvious, the packaging has become the first impression of
consumer goods and contact, is playing an increasingly important role, the
protection function of the original packaging gradually weakened, advertising
marketing, brand promotion effect has become increasingly prominent. And the
emergence of the electricity supplier economy "two packaging" demand peat
lands, driving the packaging industry high profile. In the face of a superb
collection of beautiful things goods, packaging can directly affect the
purchase of consumer psychology, more and more enterprises pay attention to
product packaging, to provide packaging design, production, logistics and
packaging integration Services Company, will receive a higher gross margin
Paper packaging, metal packaging industry belongs to the typical large
and small companies, industry concentration is low bred giant growth
opportunities, paper packaging and metal packaging industry to enhance the
degree of concentration is increasingly obvious, the integration of the
industry a huge bonus. Packaging enterprises have customer resources,
technology and capital advantages, will become the industry integration and
beneficiaries, decentralized competition and huge market space, provides a
historical opportunity for the leading enterprises through mergers and
acquisitions bigger and stronger. Those large packaging enterprises with
customer resources, technology and capital advantages will become large
oligarch enterprises and acquire through mergers
Purchase continues to enhance the concentration of industry, and truly
grow into the packaging industry "desert flower."
(2) Profit model;
1) The traditional packaging industry model, the leading enterprises in
the industry have the advantages of customer resources, technology, funds and
talents, and can rely on these advantages to make and strengthen the
traditional packaging industry
2) packaging integration service mode service packaging integration
refers to the packaging suppliers complete all aspects related to customer
product packaging, which in addition to providing packaging products, packaging
products, packaging design also provides scheme optimization, third party
logistics, procurement and packaging products supplier inventory management and
auxiliary packaging etc.. Packaging integration service can increase customer stickiness,
reduce costs and enhance efficiency and reduce customer risk, stop line has the
advantage of improving resource utilization rate and profitability, is the
representative of packaging enterprise extends along the smile curve at both
ends, can significantly improve the added value of the products.
(3) Typical cases
1) Traditional horizontal mergers and Acquisitions: cross regional
expansion, expansion of category and downstream customers
2) Vertical mergers and acquisitions in the industry chain: acquisition
package design, cultural creativity, brand planning targets, strengthen the
integration of customer solutions
3) Cloud printing and Internet packaging: through the acquisition of
mature cloud printing service providers, layout Internet packaging business.
2. Product demand change cycle
(1) introduction of "demand" and "product life cycle"
of the relationship between the period of product life cycle, consumer demand
is the primary demand "; growth stage of the product life cycle, consumer
demand is selective demand";
At the mature stage of the product life cycle, the demand of consumers is
"repeated demand". In the declining period of the product life cycle,
the demand of consumers is "new demand".
(2) demand change of packaging and printing products;
1) The packaging stage: the original packaging and printing products, due
to consumer demand is fuzzy, the "primary demand", main function is
to transport and storage, transportation, for goods such as: box, basket,
basket, product introduction
2) Small package looming: still large packaging products mainly, but
there is a small package to convey landscaping effect, the purpose is that
businesses require differentiated goods
3) Small package stage: the advertising marketing and brand publicity
effect of packaging and printing products are becoming increasingly prominent
4) Humanization stage: at the present stage, people need to comply with
the modern aesthetic trend and pursue the aesthetic appeal in addition to the
practical requirements. The pursuit of product packaging design increasingly
perfect function and the pursuit of visual beauty gradually become the first
choice of modern packaging design. Emphasizing with human nature,
people-oriented, including traditional design of the ergonomics, with the
physiological and physical scale, the sensory comfort, but also mental needs, and
emphasizing common product design. Customer's consumption demand is diversified
and personalized, and green environmental protection consciousness has been
rooted in the hearts of the people. Customized production and green packaging
are inevitable ways to increase customer stickiness. Packaging and printing
products are entering the growth phase.