After the Central Economic Work Conference was held, five prescriptions were opened according to the guiding ideology of the reform supply side: that is, “to de-capacity”, “de-stocking”, “de-leveraging”, “cost reduction” and “filling the short board” in China. The printing of a place in the overall economic situation should be in accordance with the requirements of the central government, and contribute to the development of the Chinese economy through reform of the supply side.

Since the reform and opening up, investment, exports, and consumption have been the troikas that have driven China's economic development. In view of the gloom of the global economic crisis and the weakness of exports, the practice of “promoting economic growth by increasing social demand” has been somewhat unsuccessful. As a result, the central government has proposed new requirements in recent months, arguing that growth cannot Like the stimulus used in history, changing the demand side to achieve, but "think that the market can automatically adjust the actual output to return to potential output" to achieve. After the Central Economic Work Conference was held, five prescriptions were directly issued according to the guiding ideology of the reform supply side: that is, “de-capacity”, “de-stocking”, “de-leveraging”, “cost reduction” and “filling the short board”. It is a new way of reversing the situation of poor economic conditions.

The printing of a place in the overall Chinese economy should be in accordance with the requirements of the central government, and contribute to the development of the Chinese economy through reform of the supply side.

The overcapacity of printing is an indisputable fact. After more than 30 years of continuous development after the reform and opening up, the annual output of printing in China has increased from 4.797 billion in 1997 to 1,085.75 billion in 2014, more than 200 times, although it is printed in China. The 1979 data of the Equipment and Equipment Industry Association and the 2014 data from the State Administration of Press, Publication, Radio, Film and Television may differ in terms of statistics, and the output value in 2014 also includes the rental income and raw materials of the printing company. It is an indisputable fact that a non-main business income such as buying and selling is too large, but the printing capacity is greater than the market demand. The supply-side reform of “de-capacity”, “cost reduction” and “compensation” is imperative for the entire printing industry.

The printing capacity is greater than the market demand, resulting in insufficient utilization of equipment, and the profitability of enterprises is declining.

According to the statistical data that can be seen, during the 13 years from 2001 to 2012, the number of printing presses imported from overseas by China has reached 10,738 units, an average of 895 units per year, and the introduction of advanced equipment. It has greatly improved the quality of domestic printed products. On the other hand, because the growth rate of production capacity is greater than the market growth rate, the equipment operating rate is insufficient, the dormancy time is increased, and the profitability of enterprises is declining. A few years ago, overseas newspapers quoted Dongguan printers as saying that the current night-time printing factory’s black light bonfire was inconsistent with the heat of the past.

The printing capacity is greater than the market demand, resulting in a sluggish product price, and some have fallen to the level of ten years after the twentieth century.

In the past few years, the operators of printing companies have always complained that the labor cost has risen, and the printing wages have not risen or fallen. In fact, this is the result of the relationship between supply and demand. Because the production capacity is greater than the actual demand, in order to win business, it is inevitable that the price war will be fought, and the whole industry will be declining. Director of the Beijing Printing Industry Association Ren Yucheng pointed out in the past few years: "The fierce competition in the market has caused the printing price of publications to fall back to the price of the city's implementation in 1991 and 1994, and it still continues to fall. Trends.” He also cited the operating conditions of 625 publication printing companies in the printing industry in Beijing in 2009, pointing out that these plants “realized sales of 8.6 billion, profit of 193 million, profit margin of 2.2%, and the average profit rate of China’s industry in the same year. It is 5.47%", and the printing industry's profitability is far below the social average. This is the result of production capacity greater than demand.

Printing capacity is greater than market demand, resulting in limited income for workers and increased employee mobility.

The lower profitability will inevitably lead to the low income of the printing company employees. Because the skin does not exist, the hair will be attached. Even in the face of the annual low wage growth line proposed by the local governments in recent years, the printing companies have become a bit angry. As a result of the panting, the mobility of employees is increasing, and the difficulty of recruiting workers is more prominent. In order to stabilize the key employees, some operators have to give up limited profits, provide employees with two kinds of work meals, accommodation and other welfare benefits. However, as long as the current status of the industry is not changed, as long as there is environmental pollution in printing production. Excessively rendered, the problem of strong employee mobility is difficult to solve intrinsically.

The current situation of oversupply determines that the entire printing industry must carry out supply-side reforms.

The emergence of the Internet has changed the access to information, and content printing companies have encountered severe challenges. Another reason why the printing industry needs to carry out supply-side reforms is that the emergence of the Internet has changed the way people access information, and the demand for content-based prints is decreasing. The decline in paper advertising and newspapers in recent years far exceeds the original estimates of industry operators. To this end, the printing industry must adjust supply-side according to this change in the market.

Somehow, the National Press, Publication, Radio, Film and Television Bureau announced that the data is not exactly the same every year, so it is difficult to clearly explain the decline of the content printing industry year after year, but even so, some data can help us understand the annual output value of the content printing industry. And the actual amount of paper used is changing.

The statistics for 2011 are as follows: “National printing and copying realized operating income of 930.355 billion yuan” (the data listed in “China Printing Industry Development Report (2014)” is 867.173 billion yuan), among which, the publication printed “Main Business” The income was 131.241 billion yuan, accounting for 14.1%. In the same year, the packaging and decoration printing industry's operating income reached 674.794 billion, accounting for 72.51%. In the year, the amount of paper used for printing and printing was 7.1071 million tons, of which newspaper paper accounted for 72.88% of this part of paper.

By 2013, “the number of papers, journals, and newspapers published in the country was 6,952,400 tons, which was down 3 percentage points compared with 2011. The paper consumption of newspapers also fell to the amount of paper. 69.4%.

By 2014, “National Printing and Reproduction achieved an operating income of 1,174.02 billion yuan” (see “China News and Publications and Radio and Television” on July 16, 2015), but further subdivided, we can see that the total number of newspapers in the year was reduced by 8.8. %, the total number of journals in journals decreased by 5.4%, and the total printed sheets of books decreased by 1.2%. The same is true from the printing production situation: the “black and white printing output of the year was 320 million orders, which was 3.0% lower than that of 2013; the color printing output was 2.53 billion, which was 1.2% lower.”

It can be seen that the development of Internet reading has caused the content printing industry to suffer an impact. From this point of view, the reform of the supply side of content printing companies is imperative. Seeking truth from facts, in recent years, book printing companies are also making efforts. The book printing companies under the listed publishing media group are not lacking financial support, but the pace of reform of these enterprises is not too big, and the real focus is on the long-term. Development, they should take the example of Xinhua Printing, a subsidiary of Jiangsu Phoenix Media, and try to go further and have a wider tentacles.

There is no endless growth in packaging and printing demand. After content printing has been seriously affected by the emergence of the Internet, printers have turned their attention to packaging printing. For this reason, the proportion of packaging printing in the total annual output value of printing in China has also been From 65% in 2009 to 74.45% in 2013, it is almost an increase of 2% per year. However, it must be pointed out that the market demand for packaging and printing will not be endless. The production capacity of domestic packaging and printing is also oversupply. In 2015, the days of many packaging and printing companies were as difficult as the printing companies in the publication. The question of “de-capacity” is also a requirement of the packaging and printing industry.

There are at least the following factors that affect the continued growth of packaging printing:

Packaging products that meet people's basic needs of life are relatively saturated, and there is limited room for continued increments.

After China’s self-going on the market economy road, the situation of oversupply of products has long since become a thing of the past. After years of rapid development, it has already presented a state of abundant materials and sufficient consumer goods. What is common now is not that consumers can’t buy anything, but how suppliers Sell ​​the product. The global economic crisis has caused China's exports to be blocked, and packaging products have been affected at the same time. From this perspective, the market growth of packaging and printing will be limited.

Packaging and printing products aim to accurately reflect products and prevent possible damage during transportation. Simple packaging has become a social consensus.

The resources on earth are limited. For the sake of generations and generations, saving limited resources has become a consensus. In this context, people do not want to over-package because it wastes resources and leads to an increase in the price of the product. The packaging is mostly abandoned even if it is fine. What's more, the basic raw materials needed for packaging printing - the paper itself has deforestation.

The introduction of strict environmental protection regulations will inevitably increase the production cost of packaging and printing. The new cost will inevitably be passed on to consumers, and they will not be willing to pay for over-packaging.

The increasingly stringent environmental protection spells are particularly stressful for packaging and printing companies. Governance, of course, means an increase in production costs. In addition to the self-digestion of the company through a certain degree of efficiency improvement, this cost will inevitably be passed on to consumers, accompanied by consumers to show off their minds and advocate luxury concepts. Gradually retreating, the idea of ​​being over-packaged is a thing of the past. What they need is the products in the box, not the packaging. They will not be willing to pay for the luxury packaging, except for the gifts.

Since there are constraints in the development of packaging and printing, there are also reasons for the promotion. That is, the market hopes that packaging companies can provide more products with novel designs and attractive appearances. It is hoped that through the improvement of the supply side, there will be more The products that meet the changing needs of consumers are eager to change the outer packaging that can only be thrown out as garbage. It can also be used for other purposes. This depends on the efforts of our company.

In a word, packaging printing also has the need of supply-side reform. Packaging printing still has room for development, but this increment will not expand indefinitely, and more is the continuous improvement of quality.

Creating new demand is the subject of the printing industry. The demand for supply side reform is more than just the issue of “de-capacity” and “de-stocking”. It also requires manufacturers to pay more attention to innovation and pay attention to the development of new products. The same is true. Therefore, the development of printing in the direction of the cultural industry, from the simple processing and production to the integration of "information technology, creative design, processing and production", is not only the need for enterprises to take the initiative to grasp their own destiny, but also New products that meet the needs of the market to attract the needs of consumers. Innovation is the eternal theme of business.

In the long run, the market positioning of the printing industry's processing and production determines that they are at the low end of the entire supply chain, lacking the right to speak. In addition, for a period of time, the emphasis on differentiated management in enterprise development is not enough, the homogenization phenomenon is serious, often between enterprises. In order to compete for a limited price of printing business, low-price competition determines that it is difficult for companies to obtain considerable profits, and lacks the ability to invest in the further development of products.

To create new demands for printing, first of all, printers are required to have a sense of innovation. They should constantly analyze the market demand hotspots, analyze the shortcomings of existing products, and develop new products to guide market consumption. Although the market demand comes from consumers, for consumers, “many times, before you show them, people don’t know what they want until you show them and tell them what they want. The words of Apple founder Steve Jobs still have its inner meaning.

Printing to create new demands also requires companies to have the ability to integrate information and resources from all sectors of society. There are many people in our industry who are willing to participate in various social activities. The reason is to learn more about the changes in the market through communication and know what new things can be used for me. Without this, you want to go. It is difficult to be at the forefront of the market.

Today's society is indeed a society with rapid development of science and technology and rapid information dissemination. If you want to walk in the forefront of the market, you must pay attention to the recruitment of information, research and development of products, cooperation between scientific research institutions, schools and enterprises, and you must understand the changes in the market. The development and application of new materials, new technologies and new processes, and then all of this together, in order to obtain new products developed by the company, people will feel their eyes bright and compete for more living space of their own enterprises. . More critically, leadership is a process of continuous efforts, and no pioneering progress can be made without sustained investment.

Therefore, in addition to the requirements of “de-capacity”, the supply-side reform is another important step in satisfying the needs of consumers. Providing new products needed by the market has not been done enough for the printing industry. Ok, it takes another 12 minutes.

Adapting to the "One Belt, One Road" strategy to go overseas is the road to "de-capacity". In the past two years, the central government has proposed a strategic concept of developing the "Belt and Road", which has far-reaching significance. This is not only to break the original pattern of the international community, but also to continue the Chinese economy. The only way to progress forward in the past ten years. The “Belt and Road” is not only an opportunity for China's emerging developing countries along the line to learn from China's experience, but also for the Chinese economy to go out and strive for a larger space for development.

So far, although Chinese printing companies have gone overseas, there are already pioneers, but this team is still thin, drawing on the experience of predecessors, creating conditions, and boldly going overseas is also an effective way for China's printing industry to implement the requirements of “de-capacity”.

Of course, going overseas is more risky than operating in China. Different countries have different national conditions and different languages. They have higher requirements for workers who leave. The environment is different and their living habits are different. This also proposes that enterprises adapt to the new environment. Higher requirements, large-scale enterprises, and distinctive enterprises should think about this early.

The 2015 Central Economic Work Conference, which was closed not long ago, clearly stated: In the coming period of time, it is necessary to “expand productivity, destocking, de-leverage, reduce costs, make up shortcomings, and improve the quality of the supply system while appropriately expanding aggregate demand. Efficiency, improve investment effectiveness, accelerate the cultivation of new development kinetics, transform and upgrade traditional comparative advantages, enhance sustained growth momentum, promote the overall improvement of China's social productivity level, and strive to achieve a good start for economic and social development during the 13th Five-Year Plan period. It is also the direction of the work of China's printing industry in the next five years. We should work hard to transform the company, integrate new technologies and new processes, pay close attention to green production, and stride to the overseas market. While actively expanding the market, we will effectively adjust the printing capacity and do a good job of reform on the supply side, so as to obtain a new round of development space for the printing industry.

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