Geographical analysis of the hottest Digital Expre

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Geographical analysis of Beijing digital fast printing industry (II)

with the continuous expansion and eastward extension of Beijing CBD in the past few years, the two major digital fast printing enterprises with the international trade center as the core (area a) and Tuanjiehu Park as the core (area B) have also gradually formed their settlements. At present, the number of digital quick printing companies in the CBD is nearly one third of the total number in Beijing. With the continuous acceleration of the process of Beijing as an international metropolis and the continuous expansion of economic industries, CBD is no longer limited to several large office complexes such as international trade and SOHO. The regional expansion of CBD to the East and North, and the functional development from a simple business district to a multi-functional community integrating business, residence, education, consumption and leisure, means that district a and District B will continue to accelerate the eastward and northward expansion. Looking at the progress of many commercial buildings under construction and about to be completed in the urban area, the author predicts that another cluster of digital fast printing enterprises will be born around the North East Third Ring Road between Yansha center and Nanyin building in the next two years. (2) West Beijing area (Zone C +d) centered on the West 2nd Ring Road: a high-density digital fast printing cluster second only to CBD. The number of fast printing companies in the area is similar to that in CBD. Customers in the region are mainly national government agencies, financial institutions, engineering design institutes, architectural research units, military region and foreign port offices in Beijing, and large decoration companies. In order to obtain orders from these organizations, in addition to excellent service and high-quality products, the outstanding public relations ability of the Express Printing Company is indispensable. Kangwenweiyi, Shimei Digital Express store and other chain agencies are the successful leaders in this field

two years ago, the reform of the office expenses of state organs stipulated that the subordinate departments at the department level should contract the daily general office expenses, and required to complete the plan to declare and purchase the assets (including equipment) required for office within the specified time limit. Finally, many subordinate departments of state organs had the opportunity to obtain funds to purchase large-scale digital printing equipment and move into the industry of digital printing services. Many of them are operating in this area. On the one hand, they should give priority to meeting the internal office and graphic printing needs of the unit. On the other hand, they should provide digital printing services for customers at all levels of society by limiting the productivity of different activity modes for each device and making full use of the existing advantages of the equipment

(3) around Wangfujing/Art Museum (area E):

the concentration of medium density digital fast printing enterprises. The number of fast printing companies in the area is about one quarter of that in CBD. Located in the urban area within the Second Ring Road, although the advantages of the fast printing business here are not as obvious as those in the above two areas, the competition is not very fierce, and the area has shopping and consumption places such as Wangfujing, cultural and art institutions such as the Central Art Museum, and is adjacent to tourist attractions such as the Forbidden City and Jingshan. The digital fast printing shops here are often happy. Later, they further developed a 3D printing wire brand, refil, which uses recycled plastics as raw materials, Each has its own fixed customer groups, one by one, conscientiously and steadily guarding its own business

(4) next to the two areas along the North Third Ring Road (area f):

the concentration of low-density digital fast printing institutions. The number of fast printing enterprises in the area is about half that of CBD. Only with the continuous proliferation of commercial buildings on the North Road of the East Third Ring Road in the CBD, the commercial buildings on the North Third Ring Road have been gradually built and formed a certain business climate. Although the international business atmosphere is not as good as that in CBD, the number of commercial building tenants along both sides of the North Third Ring Road continues to rise and the fast printing company is still in a low-density state in this area, which depicts an attractive prospect for investors. The North Third Ring Road is the main traffic artery in Beijing. The establishment of express printing shops on both sides will help to increase the coverage of the market

(5) Zhongguancun/university campus area (area G):

Zhongguancun/campus area is also a concentration area of low-density digital fast printing enterprises, and the number of fast printing companies in the area is about half that of CBD. 80% of China's IT industry, more than 40 top Chinese universities and publishing houses of their institutions have created a great popularity of the fast printing business in this region, but the development of the digital fast printing industry in this region is not ideal. With the progress of printing technology, nearly 100 large and small traditional offset printing plants in Haidian District have been developing in the direction of faster, better and lower cost. The price is appropriate, the printing cycle is shortened, and the offset printing enterprises specialized in distribution and logistics have snatched a considerable market share of Digital Express Printing. At the same time, the short and small unstable characteristics of the IT industry add the difficulty for Digital Express Printing Enterprises to cultivate loyal old customers in this region

in general, the digital quick printing institutions in Beijing are relatively concentrated with the synchronous development of urban commercial areas. With the gradual expansion of Beijing's urban scale, the increasingly sound functional planning, and the simultaneous expansion of many industries, the centralized situation of Digital Express printing enterprises will gradually develop in a decentralized manner. The expansion of market and business will put forward higher requirements for the quality of operators, not only in terms of quality and service, but also in all aspects of the whole

the impact of location on the operation of the digital fast printing industry

aiming at the target market and focusing on the customer group

the short, frequency and fast characteristics of digital printing/inkjet live parts determine that the digital fast printing industry must strive for every minute of operation and provide services as soon as possible, otherwise customers will choose the traditional offset printing with lower price and better quality. Moreover, customer first, door-to-door pick-up and delivery of live parts has become a service practice in the printing industry. In order to effectively meet the customers' increasing requirements for the collection and delivery of short version live parts and maintain the competitive advantage of comprehensive services, Digital Express Printing practitioners must ultimately limit the market coverage to the extent that they are able to meet customers, and move production equipment and business operation institutions to places adjacent to the established target customer groups, so as to shorten the distance from customers and improve work efficiency and service response. In other words, similar to fast food restaurants, a rational Digital Express Printing Company will eventually be located not far from its target customer group, and its market coverage will be very limited and becoming increasingly narrow

effectively control the logistics operation cost

when the competition in the digital printing/inkjet industry is white hot and the marginal profit is declining, the control of logistics operation cost is more important, especially in the Digital Express Printing industry where products need to flow to customers quickly. Reducing the logistics cost can improve the overall marginal profit! Moving the production site to a place close to the target customer group will greatly reduce the logistics cost of frequent short version live parts delivery to customers

FedEx acquired kinko`s express chain store last year. It also established a one-stop service system for document printing and transportation, so as to complement each other's advantages. The newly formed fast printing chain store can fully enjoy the existing resources of FedEx, simplify the Logistics Department of the fast printing store, and greatly reduce the logistics cost. At the same time, the two sides can share customer data and information resources with each other, jointly improve each other's market competitive advantage, and achieve the ultimate win-win goal. FedEx's acquisition of Jinkao company is a typical cross industry M & A case. The purpose is to reduce enterprise operating costs and enhance competitive advantages through cross industry resource sharing and process integration. According to the development trend of cross industry merger, one day we may see the alliance between founder Yinjie express chain store and xiaohongma logistics express company, or the acquisition of Lihua Fast Food Company by global postal express (EMS)

from horizontal to vertical development

as the current printing service industry has belonged to the buyer's market, customers rarely take the initiative to go to the digital express shop for consulting or purchasing services. Generally, customers conduct business inquiries, negotiations and orders through e-mail or fax. The express shop provides door-to-door pick-up and delivery services. Most of the business publicity and promotion of the Express Printing shop are completed through different types of advertising, promotional activities, business letters and mail, and visits by business representatives. Under normal circumstances, the revenue of the Express Printing shop mainly comes from the orders sent by loyal old customers through e-mail or fax. The number of walk in customers is relatively small. Although there are, the total turnover they bring to the express shop is not large, which can not interest the shopkeeper. Therefore, from the perspective of business operation alone, it is of little practical significance for Digital Express printing companies to open stores on Wangshi street. As the equipment required for digital printing causes little environmental pollution, half of the newly established fast printing companies in recent years have set up business premises in the floors of commercial buildings. On the one hand, it can save rent and reduce fixed operating costs; on the other hand, it can be close to target customers, improve service efficiency and win customers. In the past, the sales tactics used by digital fast printing companies are gradually replaced by floor tactics

as multinational enterprises and major domestic institutions all work in famous commercial buildings, high-end commercial buildings contain important customer resources. At present, many large commercial buildings in Beijing have set up digital quick printing agencies in an attempt to monopolize the printing business of the tenants of the building. Some commercial buildings, such as a building in Jianwai SOHO, even contain a number of Digital Express printing shops, which have become a community of express printing shops. Of course, fast printing enterprises are too close to each other, which may increase friction and competition. However, if they can get along well, it is conducive to sharing production and technical resources together in an emergency, so as to meet the sudden positioning that a single store cannot cope in time

chain/franchise stores love sales tactics

big names of international fast printing chain stores and domestic emerging fast printing franchise stores still open stores on Wangshi street. The former is because a considerable proportion of the business of the domestic branches of transnational fast printing stores comes from their loyal customers abroad. These multinational enterprises or foreigners have been accustomed to using and trusting the fast printing services of international brands abroad, and they naturally give priority to using the brand services of their hometown in China. It is undoubtedly the best way to improve the brand image and make it easy for foreign loyal customers to find their own enterprises by opening stores and establishing 'landmarks' on Wangshi street, coupled with appropriate advertising. For the domestic fast printing franchise stores that have just started, their primary goals are to establish brand image, industry popularity and rapidly expand Dalian lock network. The operating profits of individual franchise stores are not the first priority of the whole network at the beginning. It will be the most effective brand promotion method for chain enterprises to successively open stores with distinctive images on the downtown Avenue

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