The Chinese digital printing market has experienced rapid growth recently, a shift that has surprised industry experts, including Sven Olsen, Managing Director of Muller Martini’s Asia Pacific region. Previously, most digital production systems in China were not used commercially but were installed as “show lines” to demonstrate a presence in digital printing. However, this has changed dramatically in the past 12 to 18 months, as many conventional printing companies are now seeking to establish commercial digital printing operations. This shift is driven by changing market demands, particularly the need for smaller, more frequent print runs, which are challenging for traditional printing methods.
Key Developments in the Chinese Digital Printing Market
- Shift in Publisher Behavior: Publishers are reducing order volumes and ordering more frequently, leading to lower inventory levels. This trend has made digital printing more attractive for handling smaller, on-demand print runs.
- Struggles of Small and Medium-Sized Printers: Smaller printing companies are finding it difficult to manage shorter runs on conventional equipment, leading to a consolidation of these jobs by digital printing specialists like Yongcheng Shengda.
Muller Martini’s Response to Market Changes
- Open House at Shengda Print Technology: Muller Martini showcased its Smart Factory solutions at Shengda Print Technology, a leading commercial printer in China. The event highlighted advanced digital book production systems, such as the SigmaLine Compact, Antaro perfect binder, and Prinova Digital, which are driving Shengda’s digital transformation. The open house attracted 130 customers, providing them with a firsthand look at Muller Martini’s innovative solutions in a production environment.
- China Print Exhibition: At the China Print trade show in Beijing, Muller Martini demonstrated its digital printing solutions, including the SigmaLine Compact/Vareo PRO/InfiniTrim line and the Hunkeler Gen8 roll-to-stack system. The event was highly successful, with several machines already pre-sold and set for installation in China.
Factors Behind the Digital Shift
- Domestic Demand: While 15% of printed products in China are exported, digitally produced items are primarily for the domestic market. These include annual reports, brochures, foreign book titles, catalogs, and textbooks.
- Technology Adoption: The adoption of digital printing technology is enabling more efficient production processes with minimal manual intervention, thanks to systems like Muller Martini’s Connex workflow.
Muller Martini’s Preparedness for the Digital Transformation
Muller Martini is well-positioned to support the digital transformation in China, with a team of specialists trained in Smart Factory solutions. The company emphasizes offering high-quality, aspirational solutions, even though lower-cost alternatives are available in the market. Muller Martini acknowledges that conventional printing will remain important for high-volume orders but continues to monitor the evolving market to provide competitive systems and services.
Looking Ahead
Sven Olsen refrains from making long-term predictions about the Chinese graphic market, given the rapid pace of change. However, Muller Martini remains committed to adapting to market needs, ensuring that its customers can stay competitive in both digital and conventional printing sectors. The company’s focus on innovation, customer engagement, and strategic partnerships positions it to thrive in China’s evolving printing landscape.
In conclusion, the unexpected surge in digital printing demand in China reflects broader market shifts toward smaller, more frequent print runs. Muller Martini’s proactive approach, combined with its advanced technology and customer-centric solutions, ensures it is well-prepared to capitalize on these changes and support the industry’s ongoing transformation.
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