The new edition of the "Keprint Big Data Report" has met with you again, and this edition we are discussing "printing e-commerce". Since the first e-commerce annual meeting in 2013, a total of 2006 people from the industry visited the scene to discuss together.

(Figure shows the number of participants by year)

This survey was initiated and executed by Keyin Media Data Management Center to study the industry's awareness and participation in printing e-commerce after six consecutive e-commerce annual meetings. The following, enjoy:

• Survey method: The data of printing enterprises were randomly selected from the database of Keyin Media

• Survey period: May-August 2018

• Sample size: 118

• Regional distribution of sample data:

As shown in the figure, East China, North China and South China accounted for a relatively high proportion of the sample, and the distribution changed little compared with last year. The regional distribution of this survey sample is relatively balanced. Compared with last year, the participation of printing enterprises in Central China has increased.

From the survey results, after six annual meetings of printing e-commerce, 53% of enterprises have begun to act and become printing e-commerce practitioners; 39% of enterprises are the wait-and-see who understand printing e-commerce but have not yet acted; 8% of enterprises are still unfamiliar with printing e-commerce. Compared with last year, the proportion of printing enterprises that began to practice has increased by 20%, which is significantly increased. And the number of people who do not know anything about print e-commerce has decreased by 4% compared to last year.

territorially

The East China region has the highest awareness of printing e-commerce and the largest number of practitioners; The recognition of printing e-commerce is the lowest in Central China; Compared with last year, in the target population of our survey, there are practitioners in Northeast China. The cognitive distribution of printing e-commerce in other regions is relatively average.

How is the development of practitioners? The entrepreneurs who are watching are optimistic about printing e-commerce, why are they still hesitating? Do not understand the printing e-commerce industry people, in such an era, will feel anxious? Below we have made different visits to these three types of industry people, and studied the impact of "printing e-commerce" on them.

About "print e-commerce" practitioners

1, the official time to join the printing e-commerce

Since the first annual printing e-commerce meeting in 2013, more and more printing e-commerce have emerged in China. According to the survey results, the number of printing enterprises joining printing e-commerce is also increasing year by year, especially in 2017, the number of practitioners concentrated growth.

2.1. Sales revenue of the enterprise after practicing printing e-commerce

As can be seen from the figure, 46% of practitioners have increased their sales revenue after joining printing e-commerce, while most of the remaining practitioners have maintained flat sales revenue, and only 5% of enterprises have decreased their sales revenue after joining printing e-commerce. Compared with last year, the number of companies with basically flat sales revenue is increasing, and there are signs of a leveling off.

Let's break it down into business areas

From the perspective of business areas, digital printing under the impact of "printing e-commerce", sales revenue is the best overall; Packaging printing and comprehensive printing sales revenue increased and decreased, and the phenomenon of commercial printing business differentiation is still obvious, indicating that under the impact of "printing e-commerce" will accelerate the survival of the fittest; Publishing and printing in the era of "printing e-commerce" is generally good and relatively stable. Compared with last year, the digital printing business is improving year by year, and the overall phenomenon is not declining.

2.2. Increase in sales revenue

It can be seen that in the enterprise transformation printing e-commerce, most of the enterprises with rising sales revenue have a growth rate of 20% and below. Compared with last year, in the transformation of printing enterprises, the increase in sales revenue is significantly lower, indicating that under the influence of printing e-commerce, sales revenue is stabilizing.

3, after joining the printing e-commerce, how many Indian customers are willing to convert to online completion of orders?

As can be seen from the figure above, 41% of practitioners and 30% or more of online traffic come from offline old customers, accounting for the highest proportion; For 21% of practitioners, 2-3 percent of online traffic comes from offline old customers; For 16% of practitioners, 1-2 percent of online traffic comes from offline old customers; For 22% of practitioners, less than 10% of online traffic comes from offline customers.

It shows that for practitioners who join the e-commerce, most of the current online customers are old customers. This phenomenon also reflects that with the infiltration of the information age, more and more people choose online trading methods, and people's consumption patterns are gradually changing. Moreover, compared with last year, the phenomenon of transferring the traffic of offline old customers to online transactions is increasing year by year. This also fully shows that some customers of the enterprise are willing to accept the offline to online transaction mode, and this online transaction mode is gradually accepted by the public.

4. After joining the printing e-commerce, what are the most urgent needs of practitioners for the e-commerce platform?

As can be seen from the figure above, more and more enterprises have joined the printing e-commerce industry through the way of e-commerce platforms. The order volume of e-commerce platform is the most important demand of printing enterprises, followed by profit and information level guidance, which reflects that the core purpose of enterprises to join the printing platform is still profit; Ranked fourth is the "business category", the enterprise's demand for business category in the current diversified development trend, is also a very serious problem for the traditional Indian enterprises on the road of transformation; The delivery situation is a very troublesome and difficult to control for many enterprises that have not been exposed to printing e-commerce. There are many problems to worry about, including quality and logistics distribution costs, but with the continuous development and improvement of the printing e-commerce platform, these problems are basically reasonable solutions.

Compared with last year, the demand for informatization level guidance of enterprises has increased significantly, and the demand for the number of users has weakened significantly, indicating that the demand for platform guidance of enterprises in the operation and development of the e-commerce field has increased; And the demand for user traffic has decreased, indicating that most enterprises in practice are no longer blindly pursuing traffic, and have begun to pay more attention to the integration of themselves and e-commerce platforms.

About the "printing electricity supplier" wait-and-see

1, among the observers, how many are optimistic about the "printing electricity supplier" business model?

Among the observers, most of them understand the business model of printing e-commerce, but there are still some people who do not understand the business model of printing e-commerce. Of the enterprises that understand the business model of printing e-commerce, 81% said they were optimistic about this business model, and only 19% said they were not optimistic about "printing e-commerce".

Compared with last year, the degree of understanding of the business model of printing e-commerce, enterprises are increasing year by year, from 61% last year to 91% this year, which fully reflects the phenomenon that printing e-commerce is gradually known by everyone.

2. Those who are optimistic about "printing e-commerce" have not joined the original e-commerce platform so far.

The first thing to consider is how to connect with the business, and whether the enterprise has the right talent to implement; The next thing to consider is the input and return that practitioners are most concerned about; There are also many companies that believe that the order volume is too small, and the development of e-commerce communication in the printing industry is inconvenient, and the quality control standards are different. To solve these doubts, the e-commerce platform needs to give a certain solution, while the enterprise must also have the courage to try, with the process of practice, will find the best way for their own enterprises. Compared with last year, the enterprises in the wait-and-see still have concerns about the current problems, but the enterprises that are confused about the quality of goods and communication problems have significantly decreased, which fully shows that enterprises are constantly trying to solve this series of problems.

3, do not look at the "printing e-commerce" observers, why do not look at it?

There are many observers who are not optimistic about the business model of printing e-commerce, and we have summarized some slot points:

Five major concerns!

First, small income, low profit

1. The printing industry is depressed and the profit is low

2. The product development, quality control, delivery, promotion, operation and maintenance of small and micro enterprises are problems, and most of the results of blind exploration of printing e-commerce will spend the last money of the company in exchange for the boss's hero standing late and falling heart comfort.

3. The cost of investment is large, and the return rate is not obvious

4. Compare prices too much, quote 10 times, there will be no response

5. Logistics distribution, after-sales and other aspects of support, but also have to promote, the cost is too high

Second, customer communication and logistics and other after-sales problems are difficult

1. It is necessary to invest in website, order receiving, process requirements docking, payment, logistics distribution, after-sales and other aspects of support. The solutions it comes into contact with also rely on network channels and even telephone communication, which requires high requirements for users, relies on computers, and the process is complex

2. Customer service is not professional enough, the problem can not be solved in time

3. The buyer is not professional and communication is difficult!

4. Logistics costs are too high

Third, price war

1. Profit transparency

2. Unwilling to compete on low prices

3. The price war is too severe, and some are making sales at a loss

4. It's too expensive to make sense

Fourth, the quality of goods and order quantity is not guaranteed

1. The leaflets are short in weight and poor in quality

2. The variety is not diverse and there are few choices

3. Your list is scattered

4. Limited number, most of the online search is the first time, the number is very small

Five, the industry status is poor

1. A good horse with a good car

2. There is no mature business model

3. You don't have good direction

4. Think that printing e-commerce is just a way, or should focus on traditional production!

About the "printing electricity supplier" is still unfamiliar to the enterprise

In this survey, according to the actual situation of the data, it can be seen that only a small number of people said that they were very unfamiliar with printing e-commerce.

Brief summary

According to the comprehensive survey data, as many as 93% of the printing companies that have tried to join e-commerce and silently pay attention to it have expressed interest in printing e-commerce or are willing to understand and try it; Only 7% said they did not want to know about print e-commerce. Compared to last year, the proportion has changed little, and the acceptance of printed e-commerce by enterprises has increased slightly.