The printing industry collectively enters a transition period
2020-03-30 14:09:51
[ppzhan] The market environment is deteriorating and the printing industry is in trouble. Printing companies have entered a period of transition. From the industrial chain positioning, profit model, brand positioning to regional positioning, all major enterprises have begun to re-consider, leading companies can still complete the transformation, it is really difficult for SMEs.
Under the current situation of homogenization of products and fierce market competition, our small and medium-sized printing enterprises have no channels, no brands, and where should we go? When you discuss the survival of small and medium-sized enterprises, most people say that it is ok for small businesses to maintain the status quo. At first glance, it makes sense. In the market where there is a tiger after the wolf, the status quo can not be eaten. It should be a good situation.
With our in-depth analysis, it is not difficult to find that it is almost impossible for small businesses to maintain the status quo. The current market competition is to dance with wolves, not to win in competition or to die in competition. In the future printing industry, competition is no longer sales, but operations. Those with good financial conditions and accurate brand positioning will become stronger and stronger, while some enterprises that are not professional and will not meet the general trend will slowly Be eliminated. With brand and mature customer base, the well-known printing enterprises in the customer base will withstand the increasingly severe test in the future that can be met, and become bigger and stronger. On the contrary, small businesses that are just starting out, have no brands, have no mature customer base, and have no good reputation can only struggle in a volatile market environment.
This phenomenon can be called "Matthew effect" in the printing industry, and the stronger the stronger; the core elements of the success of printing companies are brand effect and customer group reputation. Brand and customer group recommendation promotes customers to purchase certain products. The important meaning behind the word-of-mouth communication among customers is to block new entrants in the industry and make the Matthew effect in the industry, that is, large enterprises are more likely to become bigger and stronger. Since the first-timers entered the industry early, they already have a certain market share, so they may be recommended by others, so this has formed a larger potential customer base.
In 1968, the American history of science researcher Robert K. Merton proposed the "Matthew effect" to reveal a social phenomenon: any individual, group or region, once in a certain aspect (such as money, reputation, status) When you succeed and progress, you will have a cumulative advantage, and you will have more opportunities to achieve greater success and progress, the "Matthew effect." In layman's terms, that is, what we usually say, the stronger the strong, the weaker the weaker; the poorer the poorer, the richer the richer; the one step ahead, the step by step; the winners take all the time. The same is true in the printing industry. Since the first-in-comers have basically formed their own brand effects, under the premise that “big brands, many people use†become the hint of the customer group to purchase the products, the first entrants, the enterprises with brand effect are also easy. Recognized by the customer, and purchased the products of the printing company, and become the next word-of-mouth publicity, continue to expand their consumer base.
Under the current situation of homogenization of products and fierce market competition, our small and medium-sized printing enterprises have no channels, no brands, and where should we go? When you discuss the survival of small and medium-sized enterprises, most people say that it is ok for small businesses to maintain the status quo. At first glance, it makes sense. In the market where there is a tiger after the wolf, the status quo can not be eaten. It should be a good situation.
With our in-depth analysis, it is not difficult to find that it is almost impossible for small businesses to maintain the status quo. The current market competition is to dance with wolves, not to win in competition or to die in competition. In the future printing industry, competition is no longer sales, but operations. Those with good financial conditions and accurate brand positioning will become stronger and stronger, while some enterprises that are not professional and will not meet the general trend will slowly Be eliminated. With brand and mature customer base, the well-known printing enterprises in the customer base will withstand the increasingly severe test in the future that can be met, and become bigger and stronger. On the contrary, small businesses that are just starting out, have no brands, have no mature customer base, and have no good reputation can only struggle in a volatile market environment.
This phenomenon can be called "Matthew effect" in the printing industry, and the stronger the stronger; the core elements of the success of printing companies are brand effect and customer group reputation. Brand and customer group recommendation promotes customers to purchase certain products. The important meaning behind the word-of-mouth communication among customers is to block new entrants in the industry and make the Matthew effect in the industry, that is, large enterprises are more likely to become bigger and stronger. Since the first-timers entered the industry early, they already have a certain market share, so they may be recommended by others, so this has formed a larger potential customer base.
In 1968, the American history of science researcher Robert K. Merton proposed the "Matthew effect" to reveal a social phenomenon: any individual, group or region, once in a certain aspect (such as money, reputation, status) When you succeed and progress, you will have a cumulative advantage, and you will have more opportunities to achieve greater success and progress, the "Matthew effect." In layman's terms, that is, what we usually say, the stronger the strong, the weaker the weaker; the poorer the poorer, the richer the richer; the one step ahead, the step by step; the winners take all the time. The same is true in the printing industry. Since the first-in-comers have basically formed their own brand effects, under the premise that “big brands, many people use†become the hint of the customer group to purchase the products, the first entrants, the enterprises with brand effect are also easy. Recognized by the customer, and purchased the products of the printing company, and become the next word-of-mouth publicity, continue to expand their consumer base.
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