The most popular printing industry in Germany

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The current situation of German printing industry (Part I)

1 the value chain of German paper and printing industry

we cannot say that Germany has a "printing industry" exactly. In the value chain from papermaking to printing, different industries are busily operating in the macroeconomic environment according to different rules. In this value chain, the annual sales of 327120 employees in Germany reached 56.64 billion euros, which is equivalent to 4.5% of the total sales of the entire processing industry in Germany. Considering the waste paper, wood and pulp contributed by this industrial cluster to the paper industry and chemical fiber industry, it can be considered as an important part of the German national economy

at the same time, the comparison with the export share clearly shows that each industry in this industrial cluster has different development directions. It mainly exports to Europe, accounting for 13.7% of the total exports, and exports to the EU account for 32% of the total exports, indicating that the EU is like an expanded domestic market for paper processing industry. But at the same time, as a consequence of EU expansion, competition will also increase

the sales volume of German paper industry is about 12.25 billion euros, which is now occupied by multinational groups. The production capacity of the above-mentioned enterprises is optimized according to the requirements of different regions or paper grades, and the export share is about 52%, which is not strongly related to the domestic economic situation

there are about 110 printing and paper equipment manufacturers. As the fourth link in the price chain, the sales volume in 2004 reached 7.7 billion euros, and the export share was about 80%. Therefore, only the equipment production field is an important growth point in the large number of exports to Asia and the United States, especially in the infusion set manufacturing market

2 influencing factors in the value chain

in addition to the above different structures, the development trends related to the paper industry and the printing industry also have a very different impact on individual enterprises. When it comes to strategic advertising concepts and products, consumption and consumer behavior are the decisive factors considered by advertising agencies, publishers and paper manufacturers. From the perspective of Germany or Europe, we can find the following points:

-- reading behavior becomes negative, which will affect the business of publishing houses

-- the trend of using the Internet as information resources is on the rise, and the printed matter will be greatly reduced

-- the media's competition for advertising budget will lead to the long-term reduction of printed matter

-- changes in consumer behavior (e-mail ordering) and complex consumer requirements (luxury goods) have brought growth to the packaging field. In Europe, a market where printing production is almost stagnant, the impact of these factors is completely different from that of a growing region such as Asia. One evidence is the per capita paper consumption mentioned many times. In the fast-growing regions, the growth of paper and printed matter is extremely fast, which is out of proportion to the growth of other media. Therefore, the above-mentioned trends can not be said to have a negative impact on the printing industry

3 consumer situation - printing, paperboard and paper processing

the decrease in advertising expenditure and publication production caused by the market environment has seriously affected the situation of our consumers. In Germany, the European Union, the United States and other countries, 2. The operating methods of concrete pressure testing machines are the same. The serious drop in sales in the past three years has led to the bankruptcy of German enterprises for three years. In 2003, the production capacity reached the lowest level, less than 80%

since 2004, the economic situation has been slowly recovering. The primary driving force comes from the improvement of the German economic environment, such as the increase in customer orders and the rebound in advertising spending. In 2004, the output increased by 2.6%, resulting in a slight increase in the production capacity to 82.3%, but the sales increased by only 1.5%. Therefore, according to the average situation in 2004, there is still a certain distance between the industrial state and the degree of satisfaction, and the trend of the continuous and slow decline in the number of employees is a manifestation

at present, the vision of printing enterprises can only be assessed as generally optimistic. Although the association of printing enterprises predicted an increase of 2% in 2005, there is still fierce price competition. Moreover, from publishing houses to well-known printing companies, due to the price pressure put forward by end customers, products will continue to transfer abroad. Recently, for the first time, the import and export rate has exceeded 50%

for German printing enterprises, the competitive pressure caused by imported printing materials will increase due to the eastward expansion of the EU. The printed matter imported from the Czech Republic is equal to the total amount imported from the original EU countries, and is still growing at a rate of

1 8.3%, in which the commercial printing of advertising and product catalogs is the main. Large chain stores or brand companies have begun to move their production sites out of the EU

the same trend has been seen in the production of paper and paperboard products. The first is the production of standard packaging. More and more production sites have been transferred to neighboring countries

in the years of continuous prosperity after the reunification of Germany, low utilization and disproportionate high investment led to excess production capacity. Recently, their underutilization has further exacerbated price competition. This situation is getting worse and worse with the new equipment increasing the production capacity again. Therefore, the brutal competition and M & A in the printing industry have not yet ended

in addition to economic elements, we must also consider the technical structure. The digitalization of data, lossless transmission through the Internet, soft proofing and other technical achievements and new services will lead to more and more scattered printing work in the future. This dispersion will transcend national boundaries, which will bring about far-reaching changes in the structure of the printing industry

queriable information is being transferred to the Internet. This trend has been irresistible, and has been strengthened by customers' usage habits. In some areas, this situation is not obvious, but in the classified small advertising field (real estate and second-hand market) or tourism, such a network has been established

due to the recovery of advertising expenditure, we can now see that printing orders are slowly growing, which is very important, because 63% of the sales of all products will directly or indirectly rely on advertising. From 1998 to 2001, German advertising expenditure increased at an average annual rate of 5.8%. Equivalent to an increase of 80% in sales from 13.6 billion euros to 24.6 billion euros. However, the growth rate of advertising sales is lower than that of GDP, only 94% of it. We can see that the correlation between the two and the post system refined into graphene is no longer a fixed model, and the degree of growth will not continue to be the same. A forecast in October2002 pointed out that the maximum growth rate of the advertising industry was 3%, and there was little possibility for television and radio advertising to increase market share. In 2006, the expenditure of online advertising accounted for about 2% of the total advertising expenditure. The management of total resources and mining rights was implemented. Therefore, there is a slight growth potential for printed goods, mainly because the printing media is still the first media in establishing and maintaining the brand. This trend has become more and more obvious. Traditional printed advertisements such as leaflets, catalogues and brochures are stable and still important advertising media. In order to reduce the loss of distribution and achieve good advertising effect, it will be transferred to direct advertising, which has begun to grow in the past few years. This field offers special potential for digital print media

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