The hottest printing industry experience economy s

2022-08-17
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The budding experience economy of the printing industry in China "engages in creative work like artists, and fully integrates cultural heritage and artistic appreciation into printing technology", making Wanjie and Yachang gain great reputation in the art printing market. Yachang's success can be summed up in four words: experience beauty

when it comes to the experience economy, we must first mention Starbucks. In many discussions about the experience economy at home and abroad, Starbucks is almost regarded as a new type of service. Starbucks' success lies in its focus not only on coffee, but also on the experience of coffee shops. In contrast, as many printing enterprises in the traditional economic field, they still focus on reducing costs, quality control and improving services. This can't be said to be wrong, but it's just an American management theory in the 1950s and the successful track of Japanese manufacturing enterprises in the 1970s and 1980s. The success of Dr. Demin in Japan has pushed this business model to its peak. But today, this traditional business model has begun to decline, replaced by the theoretical leaders represented by Tom Peters and a series of enterprise pioneers represented by Starbucks, virgin airlines, Nike and so on. Their success has one thing in common: they are good at using brand image and fully integrating it into the customer experience. Without the "feeling" brought by the brand image in the "experience economy", their profit margin will decline by at least 80%. These enterprises are the first to enter the "experience economy", and products and services are just some kind of "experience bearing platform" for them. The sprout of "experience economy" in China's printing industry

can the printing industry also experience such a growth track: raw material economy → commodity economy → service economy → experience economy (see "looking for dreams", No. 5, China printing, 2005). This is a question I have been thinking about since I received the invitation of China printing; At the same time, this is also one of the tasks assigned to me by Jiajie communication organization: to find a new development path suitable for Jiajie printing. After the analysis and research of leading enterprises in several printing powers, the results made me very disappointed: among the world's leading printing enterprises, there has not been an enterprise that has successfully used "experience 2D materials can uniquely exceed the physical size economy of its surrounding composite material matrix under the maximum strengthening limit". Knowing the starting point, you can also see the goal of success, but you lose your way on the way forward. This makes me very painful! In, I joked with the director of our printing factory, "it seems that Jiajie's printing business can only sell sheets of paper printed with ink.". One attracted my attention. The 2004 and the first annual fashion entrepreneurship award of Mr. China fashion was awarded to Wanjie in our printing industry. His award-winning view is to advocate "engaging in creative work like an artist, so that cultural heritage and artistic appreciation can be fully integrated into printing technology". The contact with Wan Jie was only a few minutes on the small forum held by the printing manager. Afterwards, I jokingly called this encounter a dialogue of "mice and tigers". I want to thank this year's study time for allowing me to observe and understand the leaders of the printing industry in China and even the world without interference. After in-depth understanding and research of Yachang, it is found that the "experience economy" of the printing industry sprouts in China. This makes me feel extremely excited, excited and proud. As the representative of the budding "experience economy" of the printing industry, Yachang, what is the real reason for its success in recent years? From the perspective of products, she is not a product winner, alternative products and competitive products abound; From the perspective of service, it is not service winning, so that the service concept is still only in the stage of service economy; In addition, many people who specialize in printing have also questioned her Otherness: go to see Yachang art tron Net, which is like a printing enterprise? But it is in such an enterprise that the "experience economy" of China's printing industry has sprouted. Our research team attributed the success of Yachang to four words: experience beauty. She successfully found the intersection gap between the two fields (printing and Art), and successfully grafted the printing industry with low profit margin to the art field with high added value. If we evaluate the success of Yachang from a theoretical perspective, we can say that Yachang has made full use of the most popular "art experience" as its winning "marketing tool". How can "experience economy" succeed in printing enterprises? Joseph pine, the author of "experience economy", predicts that in order to make enterprises more competitive, their business will introduce a new component - experience. If enterprises only provide goods with exactly the same trademarks and characteristics, it will eventually lead to a decline in profits and elimination. The "frictionless economy" brought about by the rapid rise of Internet means that customers can compare the prices of various printing suppliers in a very short time, which will urge customers to find the lowest possible price, and the result will inevitably lead to the market price of printing close to the marginal cost of printing. If people can quickly understand and buy the lowest price printed matter, the only reason to attract them to buy printed products and services at a higher price is the experience of a special purchase process. First of all, to succeed in the printing industry, the "experience economy" must have such a change: printing  Industry is a service industry rather than a processing and manufacturing industry. As the decision-makers and managers of enterprises, they must recognize and participate in this transformation process from the concept, ideology and behavior, otherwise the "experience economy" is just a fashionable decoration for printing enterprises and will not bring you any benefits. To achieve this change, we must integrate the concept of "experience" into the purpose of the company as soon as possible, and integrate the positive implication of the company with the impression we hope to create in front of customers. This process will not be achieved overnight. It takes time from concept to implementation, and then to achieve initial results. As early as 1995, Yachang began to put forward the company tenet of "printing industry is a service industry", but its achievements have been made in recent years. Secondly, the "experience economy" requires printing enterprises to realize the transition from "traditional cost accounting" to "business activity-based cost accounting" internally. This is an idea of calculating costs from the perspective of the whole economic chain. The change brought about by this change is that in some areas, the pricing of printed matter is changing from "cost oriented pricing method" to "price oriented cost method". At present, most of our pricing discourse power in the printing field is in the hands of customers, but we find that the pricing discourse power in this segmented market in the art printing field is in the hands of Yachang. The reason why Yachang can obtain the pricing voice in this field is that at the design stage of its business direction, according to the price that customers are willing to pay in this segment of the market, it determines the allowable cost and reserves considerable profits for it. Thirdly, the "experience economy" requires printing enterprises to pay attention to major changes outside the enterprise organization. Fundamental changes always occur in a huge non customer group, such as coiled material waterproofing, film waterproofing, rigid waterproofing of concrete and cement mortar, clay and lime soil waterproofing, or in an undeveloped market, until it finally has a significant impact. Yachang seized the opportunity of "Beijing Olympic bid" and "Shanghai Expo bid", and successfully established its unparalleled leading position in the field of high-end printing. Finally, printing enterprises must implement a global layout in order to implement and achieve the success of "experience economy". At present, the vast majority of Chinese printing enterprises are still localized and regional enterprises, and have not yet felt the pressure of global competition. This is what I deeply feel after "going out", and this is also what I worry about Yachang, the representative of the budding "experience economy" of China's printing industry. At present, Yachang is only a printing enterprise with local market and regional layout. In order to truly achieve the success of "experience economy", we must implement a global layout, and in the process of global layout, we must also emphasize one point: speed. Take a look at the growth experience of Starbucks, virgin airlines, Nike and other successful enterprises implementing the "experience economy", and you will understand the truth

how to impress customers to pay for the experience other than printing? Here, we must return to a substantive question: how to impress customers to pay for the experience other than printing? What do you think of buying a tensile testing machine?? The answer is: find the "experience bearing platform" associated with the printing industry, and quickly make it unique and exclusive (never imitate Yachang to do the same art field. When tigers eat, they will not tolerate other weak zero pollution sustainable development strategies, which provide new choices for small carnivores). People's spiritual needs are often vague, so even Joseph pine admitted that today, more spiritual needs still need to be carried in kind. It is not difficult to explain why Sony still vigorously innovates hardware electronic products when the profit margin of software (including games, movies and music) is much higher than that of hardware. Because it is difficult to accurately grasp the personalized needs of experience and make personalized pricing, we must adopt the traditional market segmentation theory to carry the "experience products" for specific groups through hardware and even services. As a tiger, Yachang has begun to enjoy the delicacy of antelope (art field). Have you found a new goal hungry? After analyzing many enterprises that have successfully implemented the "experience economy", we come to the conclusion that only goods and services are not enough, and customers will pay more for the "experience". In the "experience economy", it seems that for the first time, people use money to measure things beyond the material, such as mood, memory, feeling and so on, rather than packaging experience into services and goods in the traditional sense. When experience shows its unique value and allows consumers to pay for this memory, the era of "experience economy" in the printing industry will naturally come. Let printing not only print, but also have a lot of meaning and enjoyment. I wish Chinese printing enterprises can become the leader of the "experience economy" of the global printing industry as soon as possible. ■

information source: printed in China

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