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At present, the average gross profit margin of the commercial paper printing industry is about 25%. Due to fierce market competition, the level of gross profit margin is gradually decreasing, which is about 10%, and the profit margin is small. Due to the high technology content, most of the bills printed on behalf of anti-counterfeit commercial papers, computer thermal coupons, direct mail products, smart labels, etc. have anti-counterfeiting and confidentiality requirements, and stricter qualification restrictions make the enterprises that can currently engage in such business. The quantity is small, so the added value is relatively large, and the gross profit margin of the product can reach 35%~40%. Future direct mail products The prospects for business such as statements, direct mail advertisements, smart labels and lottery printing are very promising.
1 computer thermal ticket (lottery)
Lottery tickets (computer thermal tickets) are a type of commercial paper. Over the years, the printing of lottery tickets, like the printing of banknotes, has quite strict rules and regulations in production management, and has extremely high quality requirements in terms of plate making and anti-counterfeiting. For the sake of product safety and confidentiality, the printing of sports lottery tickets and welfare lottery tickets is generally printed by the designated printing company of the printed securities, and some of the printing company names and codes are marked on the lottery. There are currently 9 fixed-point printing qualification enterprises nationwide, including 3 sports lottery tickets (including Hongbo printing) and 6 welfare lottery tickets. According to the data provided by the China Printing Technology Association Commercial Paper Printing Branch, Hongbo Printing is the leader in the lottery printing industry segment. The company's sports lottery printing business accounts for about 40% of the total national sports lottery printing business.
In order to be in line with international standards, some manufacturers have established joint ventures with professional manufacturers such as France and Malaysia to build a professional lottery printing factory based on international standards. Some manufacturers' production lines use advanced technology and equipment from the Netherlands and other countries, and their scale and technology are called in Asia. For example, Beijing Printing No. 2 Factory has printed 8 billion lottery tickets since its printing and trial lottery in 1988, accounting for 30% of the total circulation, and has developed three major traditional coupons, unveiled coupons and scratch coupons. Series, dozens of varieties. In order to catch up with the advanced industry of international lottery printing, they boldly introduced foreign advanced lottery production lines, computerized automatic control of inkjet machines, changed the artificial imposition and washing process to a random dark operation method, and improved product coverage. The level avoids the pickability and regularity of the lottery in the production process, and achieves the goal of “zero†quality error rate of lottery production.
Microfilm is a new anti-counterfeiting printing technology that has emerged in recent years. The "Golden Monkey Sending F-6" Welfare Lottery uses a micro-text technique. There are three curves in the play area, security zone, and group number area of ​​the "Golden Monkey Sending F-6" Welfare Lottery. These curves are the same as in the past. The similar curves of the scratch-off welfare lottery look very similar, but under the high magnification magnifying glass, they can clearly see their uniqueness - they are all the Chinese Pinyin "zhongguofulicaipiao" from the "China Welfare Lottery" The letters "zgflcp" are cyclically constructed. Miniature text is characterized by the use of very small words or letters to form lines. This type of line is not much different from ordinary lines. The content of letters or letters can only be seen under a high magnification magnifier or microscope. The appearance of micro-texts has made common fraudulent methods such as high-precision copiers and scanners useless. Because, after copying and scanning, the "line" composed of micro-texts becomes a real line, and the micro-text is no longer recognizable. Welfare lottery uses micro-text technology to increase the scientific and technological content of welfare lottery, improve the anti-counterfeiting performance of welfare lottery, reduce the phenomenon of counterfeiting and alteration of lottery lottery, and further establish the social image of China's welfare lottery credit and benefit the people. Play a positive role in promoting.
Lottery tickets are also like stamps, with their own numbers, series, specials, etc. In the welfare lottery, "W coupons" (external coupons) and "N coupons" (internal coupons) are both W coupons, coupons, sewing machines Suture sealed (including the early release of the "Dragon Voucher" series). The "DN coupon" (in-bag coupon) is sealed with a lottery ticket in a paper bag or plastic bag, and is dismantled or unpacked at the time of issue.
2 Smart Labels (SmartLabel), also known as Radio Frequency Identification (RFID), is a high-tech product in the field of labels. It has now played an important role in product packaging, gradually replacing traditional product labels and barcodes. Smart Label is a rookie in the field of labeling. It has the function of surpassing the traditional label, and it is the crystallization of high-tech electronic and computer printing on the label. Smart labels contain radio frequency identification (RFID) electronic tags, concealed or publicly protected trademark protection indicators or sensors that alert the condition of the product. The electronic tag is mainly composed of a chip and an antenna. The chip is mainly used for receiving and transmitting data, and is read by a wireless radio frequency signal sent by a reader, and the reader is connected with the antenna and the computer network to form an electronic module, and the reader transmits the data from the reader. The special signal of the antenna is given to the electronic tag of the specific area, and the feedback information is processed and transmitted to the computer network, so that the manager can obtain the special information of the product.
The products related to smart labels have a wide application space in the fields of commodity production, storage, transportation, and inventory management. In Japan, Hitachi, Fujitsu, and Toppan Printing Co., Ltd. have mass-produced and sold smart labels. 30 venues for World Special Olympics competitions and performances in Shanghai, 96 hotels for Special Olympics athlete delegations, and 37 designated hospitals and numerous medical centers are equipped with "electronic access control" with card reading function. . When the Special Olympics athlete enters the door, the access control automatically recognizes his identity; if the athlete goes out again during a certain period of time such as competition and rest, the access control will prompt the relevant staff to prevent the athlete from leaving the group alone. In recent years, China's smart label business has developed rapidly and is expected to grow at a rate of nearly 40% in the next few years. It is conservatively estimated that the total demand for smart labels in China will reach 5.5 billion in 2010. As technology improves, costs and prices fall, its development potential is huge, and the prospects are very attractive. In the information society, the acquisition and processing of various information is required to be fast and accurate. In the near future, RFID tag technology will penetrate our lives and improve our lives as well as other identification technologies. The scale of China's RFID market in 04-09 is shown in Figure 1.
According to experts' prediction: At present, the production of such smart labels is growing at a high speed. In Europe, the market has reached more than 7 billion US dollars in 2006 and is growing at a rate of about 40% per year. It is expected that in 2008, the worldwide RFID tag usage will be More than 20 billion, by then, the retail industry will fully popularize the application of RF3D smart tags. In 2010, the global RFID market will reach 300 billion US dollars. By 2015, the world is expected to need 1 trillion RF tags per year, 99% of which are in the form of labels.
Another major market for smart labels is in diagnostic applications. For example, on some devices that display changes in temperature, pressure, light, and humidity, and on devices that detect the presence of viruses, bacteria, and gases. Some photochromic or thermochromic inks have been developed which use these inks to change color when subjected to light treatment, disinfection or curing. In hospitals, such ink-printed labels can be used to verify the cleanliness of medical devices and equipment.
The new business of printed electronics is not only a revolution in the printing industry, but also a revolution in the electronics industry. The emergence of smart labels will bring higher gold content to traditional label printing. The chip layer of the smart label can be packaged and printed with paper, PE, PET or even textile materials to make stickers, paper cards, slings or other types of labels. The chip is the key to the smart label. It is determined by its special structure and cannot withstand the pressure of the printing machine. Therefore, in addition to inkjet printing, it is generally used to print the surface layer first, and then combine with the chip layer and die-cut.
Printing is mainly based on screen printing. In smart label printing, conductive ink is used, and a screen for printing conductive ink is a nickel foil perforated net. It is a high-tech wire mesh. It is not a wire mesh woven from ordinary metal or nylon. It is a foil mesh made of nickel foil. The mesh is hexagonal and can be made into a circle by electrolytic forming. Hole shape. Conductive ink is a special ink that can be used to add conductive materials to UV inks, flexo aqueous inks or special offset inks to make the ink conductive. In smart label printing, conductive ink is mainly used to print RFID antennas, replacing the metal foil made by traditional foil or corrosion method.
There are still many technical obstacles in the application of conductive inks. Some obstacles are not problems with the ink itself, but print problems. The more intelligent the ink, the harder it is to print with them. For example, printing with heat sensitive inks used in low temperature environments is very difficult because it must be printed at room temperature. Another issue is the cost issue. In the past decade, the average selling price of an RFID tag has dropped from $100 to $1 and is expected to drop to a lower level, when it will be more competitive than electronic foil.
3 Anti-counterfeit commercial papers Commercial paper printing industry is a special industrial sector in the printing industry. The products produced are mainly special commodities for social circulation - banknotes, various bonds, promissory notes, checks, stamps, airline tickets, labels, Trademarks and various securities. The commercial paper printing industry has a small capacity and is growing at a faster rate. The main customers of commercial paper are concentrated in the fields of finance, finance and taxation, and 40%-50% of the demand comes from government departments.
After nearly 10 years of steady development, China's commercial paper printing industry has developed greatly in quantity and scale. So far, the commercial paper printing industry has more than 1,200 companies, and its business covers post, telecommunications, railway, banking, industry and commerce, taxation, finance, insurance, securities, circulation and other related industries, and has emerged with a turnover of more than 100 million yuan. The professional commercial paper printing enterprise has formed an industry with an output value of 140 to 17 billion yuan.
1) Technical barriers Commercial papers are classified into low-tech bills according to the technical content of the products, such as deposit and withdrawal certificates, ordinary invoices, etc. and high-tech bills such as anti-counterfeit bills, self-adhesive labels, data processing and printing, etc. . At present, the new technologies that are being developed in the bill printing industry mainly include combination printing, ultra-long printing and variable data printing. For different products, the degree of competition is not the same. China's current low-end products have excess printing capacity, and the lack of product printing ability is obvious. This can be confirmed by different gross profit levels in the industry.
The state has different qualification requirements for different types of commercial paper printing enterprises: most of the bills have anti-counterfeiting and confidentiality requirements, and the stricter qualification restrictions make the number of enterprises currently able to engage in such businesses small. Basically, there are one or two printing companies engaged in this type of business in each province, and their business in the province, there are only more than 10 companies capable of doing business nationwide. At the same time, enterprises and institutions with these anti-counterfeiting printing needs basically have the need for data confidentiality. Therefore, the cooperation with printing companies is generally fixed, which brings high barriers to new entrants from the customer side.
With the formulation, trial and popularization of the tax invoice reform policy, the printing of new royalty-controlled invoices has become the focus of the bill printing industry. Since the launch of the new invoices in Beijing, many provinces and municipalities have requested the use of new invoices, which has brought new business ideas to the printing companies, as well as the technology and production capacity of some localities or enterprises due to the lack of printing new invoices. Brought new problems. For some small and medium-sized ticket printing companies, equipment and technology may have certain limitations; for large-scale printing companies with strong strength, they can adapt to this change, and come up with some new and difficult products, and actively To cope with change, it should be said that it is easy to seize opportunities. Whether it is technical strength or equipment conditions, the invoice reform will undoubtedly bring about a technological upgrade for the printing of bills.
2) Problems There is an imbalance in the development of commercial paper printing in China. Large and medium-sized cities with more developed economies have more types of commercial papers, covering a wide range, and the number is relatively large. In addition to general paper media bills, special bills such as magnetic cards and smart cards, computer bills, carbonless copying and other new types of bills are used more. And universal. In areas where economic development is relatively lagging, there are fewer types of commercial paper applications, and paper bills are more than special bills. Single bills are more than computer invoices, and ordinary paper bills are more than carbonless carbon paper bills.
At present, the market share of imported equipment for commercial paper printing equipment is relatively high. The equipment of the bill printing manufacturers, especially the equipment and technology for all kinds of card making, are almost all introduced. The manufacturers of domestic commercial paper printing equipment mostly start with joint ventures or the introduction of foreign technology imitation. Some have formed mass production capacity, and the performance is good. The price is only about 60% of similar foreign products, and it is also a replacement for future printing equipment manufacturers. Important option when.
In the field of ticket printing and application, especially in the field of low-end and mid-end bills, the technology is monopolistic and unique, easy to forge, and the core technology is easy to leak. It can only satisfy the true and false identification function of the product, and pass the normal cost of anti-counterfeiting identification to Consumers, etc. The technology update is slow and the randomness is poor. It can play an anti-counterfeiting role in a short period of time, but it is quickly deciphered and utilized by illegal elements. Typical such as laser anti-counterfeiting, counterfeit and shoddy products also use laser anti-counterfeiting technology; anti-counterfeiting market chaos, some seemingly novel Low-performance anti-counterfeiting products are used as bait at low prices, which can easily be deceived, and this low-level anti-counterfeiting mark can easily be counterfeited in a short time.
3) Future prospects China's commercial paper printing industry is currently in the transition period from traditional printing to modern printing. The traditional bill printing market has gradually declined, making the industry growth rate slow down since 2004. However, with the deepening of government administrative reforms and the rapid development of computer bill printing business, the modern bill printing market will rise rapidly. According to the 11th Five-Year Plan of China's printing industry, it is expected that the annual output value of the bill printing industry will increase at a rate of about 15%, slightly higher than the average growth rate of the national printing industry.
Affected by computers and e-commerce, the demand for commercial paper in the major international printing markets has decreased accordingly. After the rapid development of the United States, Germany, Japan and Hong Kong, which are known as the world's four major printing centers, the overall commercial papers have tended to stagnate. Even negative growth. However, compared with these countries, their commercial paper printing market is quite mature, and China's commercial paper printing industry is currently in a different industrial environment and development stage. The product structure and market scale of China's bill printing are far from mature. We believe that with the development of China's economy, China's bill printing will still be in a stage of rapid development for a considerable period of time.
Japan's current commercial paper market has a capacity of more than 30 billion yuan and has more than 2,000 production lines. At present, there are only more than 400 production lines in China and less than 15 billion market capacity. Compared with the international market, China's commercial paper printing market has a large future.
4 Direct Mail Direct Mail (DirectMail) is to communicate directly with the recipient by mail, to achieve the purpose of promoting products or providing services. It is a one-to-one marketing method with measurability, interactivity and accuracy. And is not subject to time and place restrictions. The purpose of direct mail is to promote sales and improve performance to a large extent. The direct mail is characterized by “direct and fastâ€, and has the advantages of low cost and high recognition, which provides a good carrier for the merchants to promote their own image and products.
As an industrial chain, direct mail includes the database establishment and data analysis of the previous IT department, the planning and design of the direct mail products of the publishing house or advertising company, the printing and packaging of the printing link, and the delivery to the customer. . The application of digital technology in the direct mail industry chain has become the driving force for the development of direct mail business. As the end users increasingly emphasize their own personality, the requirements for the quality of printed products are increasing, which promotes the promotion and application of digital technology, and also brings the market development space for printing enterprises.
In recent years, China's direct mail business has grown at an annual rate of about 60%. The rapid development of direct mail printing in China is not only reflected in the rapid advancement in quantity, but also in the trend of personalized personalization of direct mail. Although the current personalized direct mail print does not occupy a large market share in China, with the continuous segmentation of the merchant customer base, the short-run and variable data print market will become larger and larger.
At present, there are still many problems in the development of direct mail business in China. The reason is mainly the marketing habits. First, there is no special database. Second, the coverage of the database is not wide enough. Therefore, the cost per piece cannot be reduced, which directly jeopardizes the development of direct mail business in China. With the development of the commercial paper printing industry and the service level of the banking, telecommunications, insurance and other industries in line with international standards, bill printing and direct mail business will have a lot of room for development.
Because of the downstream of the commercial paper printing industry, it is often the government departments, banks, telecommunications companies and other customers. The requirements for printing companies are high, especially the requirements for stability, timeliness and personalization. Therefore, the industry has a large barrier to entry. The barriers are mainly concentrated in three aspects: one is the printing qualification license; the other is that the printing key customer cooperation market is relatively stable and exclusive; the third is that the professional technology threshold is too high. At present, there are more than 1,200 companies engaged in commercial paper printing in China, and there are only 10 printing companies that can undertake nationwide business.
(Article source: Print World)
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High-end commercial paper: market opportunities in the printing industry
The demand for the commercial paper market is closely related to the growth rate of GDP. It involves the national finance, civil affairs, finance, taxation, postal, telecommunications, electric power, transportation and other fields. The demand of government departments and large enterprises accounts for 40% to 50%. At present, the annual output value of domestic commercial paper printing is 12-15 billion yuan, and the annual output value will increase by 15%~20%.