The hottest price war on small offset printing mar

Cold price war on the small offset printing market

in 2003, a number of offset printing machine manufacturers, with the production of additives that changed and deformed with the test pieces, plunged across the board, and the small offset printing machine price war began in full swing. At the beginning of 2004, Weihai Bintian company, the last enterprise to carry strong prices, also lowered the prices of some products by more than 20%. Looking at the price war of small offset press calmly, we can smell that behind the apparent prosperity of the small offset press market, changes are quietly taking place

in market competition, price has always been a sensitive indicator. Even Procter & Gamble, a century old store, will introduce Colgate toothpaste into China, and will launch low-cost products that are not available in other countries. Combined with the law of product life cycle, the price reduction is the inevitable result of the development of small offset press to a certain stage. In this price war, based on the recent performance of the small offset press market, we can draw two conclusions: first, the competition is intensifying, and the national market tends to be saturated; Second, the demand changes, and the fixed direction of the competitive inspection shell is also changing

the price of small offset printing machines has been falling all the way

from the price trend of monochrome machines, from more than 200000 in 1995 to 100000 today, until some enterprises priced at about 30000. Regardless of the quality, there are many reasons for the decline of prices, such as the internal production capacity, scale, management, new technology and so on. In fact, the market is the decisive factor. Enterprises make profits through products. At the same time, the market determines the survival of enterprises through products. Quality, service, reputation and brand image are all based on products. The market is the most sensitive to price. This overall price reduction is the attitude of the market

there is no doubt that the enterprise price strategy is an integral part of the whole marketing system and an important part of the enterprise development strategy. A brand-new product, reasonable pricing strategy and good marketing means can successfully open the market. For a mature product, whether the price strategy is correct or not, as a part of the overall strategy, not only affects the time limit for the product itself to withdraw from the market, but also determines whether the enterprise has enough momentum for sustainable development. If we rely on a new product to save the enterprise, we can imagine the difficulty and risk. It is not difficult to imagine that many small offset printing machine manufacturers have unspeakable difficulties in the face of this price reduction (to make matters worse, the prices of raw materials such as steel are still rising)

according to rough statistics, the national sales of small offset printing machines in 2003 was about 6000 units, down from 2002. In the first quarter of 2004 after the price reduction, the market situation was still not as optimistic as expected. Many enterprises are still having a hard time. The oversupply caused by structural overcapacity is not alleviated by price cuts. There are nearly ten enterprises with a production capacity of more than a thousand units and dozens of companies with a production capacity of hundreds of units. After all, the market capacity is limited. The price war makes the competition more intense and tends to be cruel

in the final analysis, the purpose of enterprise investment is to earn profits, and investors should consider the rate of return. As mentioned above, negative enterprise pricing behavior is carefully considered. There are many reasons: on the one hand, consumers have an expected psychological positioning for product prices. Too low, easy to cause doubts, lower than psychological expectations, increase mistrust. On the other hand, whether the sales volume after price reduction can meet expectations. For enterprises, on the one hand, whether the upstream cooperation units, suppliers and supporting manufacturers can provide strong support; On the one hand, whether the downstream agents, distribution stores, sales and service channels are trusted enough and whether the channels are smooth enough. In the process of price reduction, enterprises should reduce management costs, resist the pressure of loan repayment, and also be tired of dealing with the upstream and downstream demands for support. Moreover, for the sake of competition, the change of market pattern largely depends on the reaction ability of competitors. In this way, the move of some enterprises to reduce prices by 30% is by no means an impulse

price reduction is not the only means

from the perspective of survival, no profit, no matter how high the market share is, it has no long-term significance. The printing press is a high-tech product, which is shoddy and will eventually be out of the market. Similarly, it doesn't work if the winner takes all. Look at the price reduction opportunity of Weihai Hamada company. First, after the successful launch of the four-color machine designed for rapid printing; Second, when the price reduction storm was suspended. This indicates that some enterprises have turned their development direction to the emerging fast color printing market. It can be seen that price reduction is not the only means to occupy the market. The market demand is developing towards polychromism, small batch and rapidity. Weihai Bintian company improves its market share at the expense of some product interests, and ultimately aims to launch 52 format, fast printing applicable two-color and four-color machines, and complete product upgrading. This is the fundamental problem

from last year's Shanghai all printing exhibition, foreign well-known manufacturers have not made any moves in this market, and foreign competition is concentrated on the series of models above the fourth generation. On the contrary, domestic enterprises such as Weihai Bintian, Weifang Huaguang, Beijing Duoyuan, Shanghai Guanghua, Jiangsu Jingdezhen, Qingdao Sanna, have publicized their four-color machines and are preparing to show their talents in the multi-color machine market. In 2004, in Shandong Province, where small offset press production enterprises are concentrated, the above companies have extended the war to the provincial capital. This situation shows that the focus of competition in the offset press market is turning to the multicolor machine market

the small offset press market is facing a reshuffle.

back to the small offset press, according to the current situation, the valve is considered to be a device that allows or avoids gas or liquid activities in the system. According to the analysis, the product price of some enterprises is close to the bottom line of cost. The space to continue to float downward and the affordability of enterprises are both worth discussing. If we say that the era of small offset press has come, then we can say that the price war is the prelude to the integration war

according to the development law of foreign countries, China's small offset press market should be about to face a reshuffle. The enterprises involved, whether forced to fight back or taking the initiative, are choosing and waiting: when will the new round of price reduction begin? The tree wants calm but the wind does not stop, and the price war will continue. Low marginal profit is not the pursuit of enterprises. If the price reduction is not to quench thirst by drinking poison, but to balance short-term interests and long-term interests, I believe that the market will become increasingly clear