In recent years, the output value of printing industry has increased year after year, but the profit has decreased year after year. It is said that the printing industry has low profits and low added value. It is a consensus that "you can't make much money.".
However, in the past few years, after the state supported the cultural and creative industries, many printing enterprises, regardless of whether there are cultural sectors in the business structure, have begun to gradually transition to cultural and creative industries. Put on the coat of "cultural creativity".
China Printing Group, which can be called the "national team" of the printing industry, is a vivid example. China India Group has well-known brands such as "Xinhua printing", "keyin media", "all printing exhibition", "keyin.com" and "Hanyi font". It is absolutely the backbone of China's publishing and printing industry. Since 2009, it has taken the cultural industry as one of the key tasks, and in May 2014, it was directly renamed as China Cultural Industry Development Group Corporation.
Set foot in cultural industry and broaden enterprise profit model
In the environment where cultural creativity is money, printing industry needs to be transformed and upgraded. Indeed, many companies have begun to take the initiative in this link. If the printed matter can integrate more cultural and creative elements into the design, printing process, mounting and other details. Then the printing industry will jump out of the simple processing service category. If the design team of printing enterprises can activate cultural thinking, it is inevitable to "go to a higher level".
In fact, printing enterprises involved in cultural industry not only have the "national team" of printing industry. As early as a few years ago, many "local teams" have begun to integrate cultural creativity into printing and packaging.
For example, in recent years, Lijia International Group in Guangdong Province has continuously transformed into a cultural industry. It has established a Lijia creative cultural industrial park with 30000 square meters of old factories. It has cooperated with Beijing Printing Institute and China Institute of Printing Science and technology in digital technology, creative design, anti-counterfeiting technology and green printing.
Today, Lijia is no longer just a processing industry, but a cultural industry, undertaking a variety of business of creative calligraphy and painting exhibition center and digital printing center, and has also established an e-commerce platform for printing equipment and materials.
Similarly, in Guangzhou, the 55 year old Guangzhou people's printing factory has transformed itself into a "packaging and printing cultural and Creative Industrial Park" in 2012, and has built a new exhibition hall about printing history. At that time, the machine for printing grain stamps and stamps changed dramatically and became an important exhibition object of the printing history museum, attracting many people to visit.
Integrating cultural creativity to increase added value of products
People who often go to art galleries must know that those works of personality and even treason are often unforgettable. China's printing industry always stresses design, but it has never really integrated with creativity.
From a city's poster to a company's brochure, to the leaflet making of an individual shop. These seemingly unrelated to cultural creativity, if you can have more cultural creativity, it is bound to achieve twice the result with half the effort.
For example, a shizhuzhai printmaking art company in Hangzhou is a typical example of the printing industry's occupying the market with creativity. Different from the traditional printing industry, the company uses printing technology to simulate and copy works of art, enabling ordinary people to hang copies of masters' paintings.
It is not only exquisite works of art, but in fact, the real economic benefits of cultural creativity lie in the close integration with daily life. For a printing factory, winning hundreds of thousands or millions of orders through design is not only the best weapon for profit, but also a symbol of strength. The higher the value-added products are, the more they are eager for cultural creativity.
From printing industry to printing media culture industry chain
The printing industry can be said to be a marginal industry. It can be linked with manufacturing industry, creative industry, and even culture industry, so as to create a unique printing media culture industry chain.
Data shows that from 2007 to 2011, the added value of Shanghai's cultural industry accounted for more than 5% of GDP, and the cultural industry's driving force on the economy has become increasingly obvious. Therefore, some traditional industrial parks also take the express of "cultural development".
In December 2011, Shanghai Qingpu modern printing industrial park was awarded the "Shanghai Cultural Industry Park", which opened a way for the printing industry to integrate cultural and creative development. At present, there are more than 20 modern printing enterprises in the park, with an annual output value of more than 3 billion yuan.
The world's printing and media giants have successively settled in the Cultural Park, including: lagardel group, one of the three major publishing groups in the world, Donnell group of the United States, Heidelberg Printing Machinery Co., Ltd., China business United Printing Co., Ltd., Shanghai Security Printing Co., Ltd., and Shanghai Century Logistics Co., Ltd., the largest book distribution enterprise in China.
From the names of enterprises in the park, it is not difficult to see that the whole industrial chain covering pre press, India China and post press has been achieved. It has formed a one-stop printing media culture industry chain, including printing equipment R & D and manufacturing, printing and publishing, design and packaging, distribution logistics and professional training.