Paying attention to the foreign market and paying more attention to domestic market development

According to NAPPI, president of the American Printing, Publishing and Paper Processing Association, the global printing industry revenue in 2005 was 586 billion US dollars (the data given by the Italian Indian Association reached 702 billion US dollars), of which North America accounted for 1/3 of the world printing market, reaching 1980. Billion, only one US print production value reached 177 billion US dollars (again said to be 166.5 billion US dollars), printing companies 39,503, practitioners 1,083,700; Western European printing market second, reaching 175 billion US dollars; Asian market third, reaching 1660 Billion dollars (see "Printing Industry", January 2007).

In 2005, China’s printing output value was 310 billion yuan (this is the statistics of the Great India Association, and the statistics of the General Administration of Press and Publication is 332.6 billion yuan). If it is converted into US dollars at the exchange rate of 1:8 at that time, it is equivalent to 38.75 billion. The US dollar accounted for 6.6% of the world's total printing output. The proportion of China's printing industry in the world's printing industry is still not large. According to forecast analysis, by 2010, the global printing output value will reach 552.747 billion euros, an increase of 18.3% over 2005.

Taking these data as the basis for analyzing the problem, at the same time, in order to achieve the goal of China to move from a printing country to a printing power, and to expand the overseas printing market, it should of course be of concern to domestic printing colleagues.

At the meeting of the Shanghai Printing Association's revision of the 11th Five-Year Plan for Printing Development in Shanghai in April this year, I suggested that the formulation of actively pursuing overseas printing business be changed to actively expand foreign-related printing business. Such a word change can make our business scope bigger and more accurate.

The so-called foreign-related printing, on the one hand, refers to the products that other countries have to China to process, and on the other hand, to provide relevant printing services for multinational companies that have settled in China. Taking Shanghai as an example, after years of reform and opening up, it has already become an international metropolis. Many joint ventures and foreign-funded enterprises have settled in Shanghai. Many of these products are mainly exported and actively provide relevant customers for these Shanghai-based customers. The printing service is actually taking a boat to the sea.

When talking about expanding the printing business, it is clear that we should pay attention to overseas printing orders sent directly by customers or intermediaries, but we should pay more attention to providing supporting services for these export-oriented enterprises that have already entered China. Otherwise, it is to be close to "just".

In fact, many overseas printing companies pay great attention to tracking services, that is, companies that follow the target of the service. When the new network is deployed across the country, the printing company will start a new factory with the other party, accompanied by the market expansion of the service target. Synchronize the purpose of self-expansion. Overseas printing companies are still not willing to give up this market. Should our domestic printing companies pay more attention to the development of this market?

Not any company is suitable to enter overseas markets

[Digital Background] As of 2006, China's printing exports are still very limited. According to the "Printing Industry" published in May 2007, edited and published by China Printing and Equipment Industry Association, in 2006, China's annual foreign trade printing was 36 billion yuan, accounting for 9.5% of the total output value of 380 billion. According to other relevant information, in 2006, in Beijing, a publishing town in the Bohai Rim region, the export value of printing was only 300 million yuan. In Shanghai, the economic market in the Yangtze River Delta region, the export volume of exports has increased by 59.2% compared with 2005, and it has only reached 2.1 billion yuan (see the fifth issue of Print Magazine this year). Relatively large export volume is definitely in the Pearl River Delta region, but it is worthwhile to remove the part of the printing output value produced by Hong Kong-funded enterprises in the Mainland. At the same time, in the April issue of China Printing Association News, the news pointed out that in 2006, Hong Kong's printing and packaging exports reached 5.48 billion US dollars, far greater than the mainland's total exports. The article also said: "Hong Kong's printing export surplus is 10 billion Hong Kong dollars... There are 6 billion Hong Kong dollars from re-exports, mainly for the contribution of the Pearl River Delta."

The above data may be subject to certain errors due to statistical caliber, etc., but at least tell us two pieces of information:

First, the expansion of overseas business is not easy. After years of technological transformation, domestic printing equipment is not worse than foreign countries except for a slightly lower degree of automation. But so far, although domestic enterprises have undertaken breakthroughs in overseas printing tasks, the total amount is still very small. Moreover, due to factors such as language, operating habits, and convenience of import and export, it is still possible to let customers know about mainland enterprises and boldly leave large printing business in the Mainland. Of course, in the past few years, there have indeed been some companies in the printing industry that have made good performance in order to make overseas orders. However, after all, they are only a minority. This part does not represent the basic situation of the entire Chinese printing industry. On which day, a considerable number of domestic companies can undertake overseas business like the current Hong Kong-owned enterprises, and they have a considerable part of their production capacity for processing overseas printed products.

Second, Hong Kong-funded enterprises have expanded their overseas printing business in the early 1980s, and have experienced more than 20 years of accumulation. When you visit Dongguan, you can find that the overseas printing business of the “three to one supplement” companies opened by Hong Kong capital is indeed full and commendable, but this is the result of Hong Kong enterprises' efforts in the overseas printing market for more than 20 years. It is not a one-off effort; It is the result of continuously adapting the work of the enterprise to the requirements of the market. It is not simply implemented according to the existing management mode of the enterprise; it is the result of paying the price, accumulating lessons, and striving to improve from the setbacks together, and it is by no means smooth sailing. I am coming.

In short, domestic printing companies should, while doing a good job in domestic business, actively explore the overseas printing market, but it is impossible to hope that it will only be a gradual process. Again, not all printing companies need to The target market is set to be printed overseas, or it should be emphasized and seeking truth from facts.

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