The potential for the development of printing machinery manufacturing in Germany

In July 2011, Frankfurt reported that the printing industry is currently in a downturn. Due to the global financial crisis and the rise of new media (such as the Internet), printing volume has shrunk worldwide. Some people think that the era of print communications is drawing to a close, but this assertion is absolutely wrong. Whether from a technical perspective or from a regional perspective, the printing industry has undergone changes in all areas and new opportunities have already arrived. German printing machinery manufacturers have developed new products to deal with new market conditions, thus consolidating their leading position in the international market. Even during the financial crisis of 2009, the international market share of German sheetfed offset presses was as high as 57%, and the market share of web offset presses was 47%.

Dr. Markus Heering, executive director of the Printing and Paper Technology Association of the German Machinery and Equipment Manufacturers Association (VDMA), said: “If the pressure brought about by the rise of new media is too heavy, it is too underestimated the development of the printing industry. Potential. The survey results of the Gruner+Jahr Publishing Company show that 41% of the total German advertising budget in the first quarter of 2011 is still devoted to traditional print media.” How to deal with the changes in the structure and market demand of the international printing industry situation? German printing machinery manufacturers and related suppliers will give an answer at drupa2012. They firmly believe that the drupa trade event will end the downturn that the industry is currently experiencing.

The printing industry is always full of change and new things will always push existing things into the cold, at least in the minds of the public. This phenomenon naturally occurs in the development trend of the printing industry. "In the digitalization and automation of the printing industry, the development of digital media and social media has given rise to the erroneous concept that this type of traditional printing will come to a dead end," said Dr. Heering. What we need to do is change this concept. For example, digitization means the integration of personal processing technologies (such as prepress, plate production, printing, conversion, and finishing) into an integrated system.

In addition, the Internet does have a competitive relationship with the printing industry, but the Internet can also promote the development of the printing industry. Network printing has a great role in promoting the development of the printing industry. Companies providing such online printing services can also better communicate with customers.

Changes in application products E-books, micro-laptops (such as the iPad) and other electronic devices are invading the traditional print product market. Therefore, the printing industry will have to shift its focus to other products. For example, the packaging industry has great potential for development. High-quality products require more and more exquisite packaging to demonstrate product personality. In response to this trend, printing service companies have adopted new advanced finishing and conversion technologies. For example, a combination of screen printing and offset printing can be used to produce a glossy product or a metal surface effect. Another industry sector that has shown promising growth is corporate media publications. The glossy industry, the automotive industry or the cosmetics industry use such glossy magazines to attract customers. These magazines are not lost like regular brochures or newspapers, but are kept as image stocks. Moreover, due to the increase in demand for envelopes and invitations, small-scale printing equipment such as digital printing, which are cost-effective, has become increasingly popular. This has also created a new industry for personalized printing.

Market Changes During the financial crisis, the traditional markets in Europe and North America experienced a decline, while the markets in Asia and South America remained stable. However, before the financial crisis broke out, the printing industry in Germany was affected by the emerging economy and a major shift occurred. Exports to Asia have increased from 17.1% in 2000 to 18.2% in 2005. In 2010, this ratio has even increased to 32.3%. China is the number one export target for German machinery manufacturers and the Chinese market absorbs 16% of total exports. Overall, the Asian region has absorbed 34% of its exports, while the traditional markets such as the United States, Britain, and France are in a state of depression. As an export-oriented industry, the printing technology industry is increasingly dependent on the market demand in Asia. Dr. Heering said: "Despite this reality, we still hope that the North American market can be restored in the medium term, while the emerging markets will continue to advance steadily."

Active business cycle development In 2010, orders for the German printing and paper industry rose for the first time in two years. However, as the traditional market continues to slump, this pick-up is slightly weaker. In contrast, the Asian market has developed rapidly and is extremely active. The health situation in the Asian market and joint demand are the main reasons for the increase in orders. Moreover, the Asian market is also the main reason for the bottoming out of the printing and paper industry in Germany, with a turnover of 9 billion euros. This year, companies in the industry hope that they can get rid of the constraints imposed by the financial crisis on the negative impact of investment and stimulate economic development, so that the turnover can continue to rise by five percentage points.

The development trend continued in the first quarter of 2011: China is still the most important target export market. The total value of printing machinery exported to China was as high as 117.1 million euros, while the total value of exports during the same period last year was 901.1 million. Exports to the United States have also increased from 34.6 million euros to 59.4 million euros.

Benefit sharing Machinery manufacturers in Germany's printing and paper industry have established a printing and paper technology association to share the common interests of foreign trade in one form and also build a platform for mutual exchanges and cooperation between companies. The association is an affiliate of the German Machinery and Equipment Manufacturers Association (VDMA). There are currently 108 corporate members, accounting for about 90% of the total industry, and 45,000 employees work for these companies. In 2010, these companies created a total turnover of up to 9 billion euros.

** About Printing and Paper Technology Association The Printing and Paper Technology Association represents more than 100 industry players, mostly small and medium-sized companies. In Germany, the number of laborers working in the printing industry has now reached 45,000. In 2010, the industrial turnover was about 9 billion euros. The printing and paper machinery manufacturers are in the world leading position in the world market and technology. In Germany, this industry is the main labor force absorbing the industry and is also one of the country's core industries. The standards set by Germany for printing and paper technology in terms of innovation, technology and efficiency have been promoted and adopted throughout the world. The Printing and Paper Technology Association is part of the German Machinery and Equipment Manufacturers Association (VDMA).