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Interpretation of the market pattern of wine packaging and printing

the development momentum is strong. In recent years, with the sustained and stable development of the national economy, the packaging and printing industry has maintained a rapid pace of development. In 2003, the total output value of China's domestic printing industry reached 280billion yuan. Economic development, especially China's huge manufacturing industry, has provided a development opportunity for packaging and printing. China's wine packaging and printing market, like other packaging and printing industries, shows a momentum of rapid development, but there are no small differences in the development speed of various regions. Mr. lizhiwei, the packaging and printing professional committee of China printing and equipment industry association, said: "at present, there is no separate statistical data for wine packaging and printing. Based on the analysis of the total industrial output value of the whole printing industry, the Pearl River Delta, Yangtze River Delta and Bohai Rim region (Beijing Tianjin Hebei) And Northeast China. The total output value of printing in the Pearl River Delta, including Hong Kong, has reached 100billion yuan, of which Guangdong Province is more than 70 billion yuan; The total printing output value of Jiangsu, Zhejiang and Shanghai provinces and cities in the Yangtze River Delta is 75billion yuan; The other two regions are relatively backward. Overall, it presents a development pattern of "emphasizing the South and neglecting the north". But from the overall trend, these four economic sectors are developing rapidly with a strong momentum. ". The Pearl River Delta region takes the lead. Obviously, the role and position of the Pearl River Delta region in China's wine packaging and printing territory cannot be replaced by other regions. In this region, rich and cheap labor resources, advanced printing equipment and processing machinery, mature and perfect management system, and the vein relationship with the printing industry in Hong Kong make the Pearl River Delta a hot spot for wineries at home and abroad to purchase packaging and decoration prints. Zhang Xiangyu, Secretary General of the Guangdong Printing Association, said that the Pearl River Delta region is not an empty name to attract wineries to purchase wine packaging and decoration prints. Behind this phenomenon, there is experience worth learning from other regions. According to Secretary General Zhang, all manufacturers have taken various factors into consideration when choosing printing factories to print wine packaging. The Pearl River Delta has become a competitive hot spot due to the following advantages. 1. The printing level is high in the Pearl River Delta region, which gathers the most advanced printing equipment and processing machinery in the world today, and constantly absorbs foreign new technologies to carry out process innovation, laying a solid foundation for the improvement of printing level in this region. In addition, the printing level of Hong Kong is well-known all over the world. Many Hong Kong funded printing enterprises have adhered to the advanced management concepts and technical standards of Hong Kong printing enterprises, so the printing level is naturally higher. 2. Good service quality. The Pearl River Delta region is dominated by Hong Kong funded, joint venture and private packaging and printing enterprises. These enterprises focus on providing value-added services to customers, and the service quality is well-known, which is reflected in the following three aspects. First, the quality is stable. These enterprises have always paid attention to the implementation and operation of the quality system, and have a complete quality management and control system. For example, Dongguan Hucai Printing Co., Ltd. has passed the ISO9001:2000 international quality management system certification of the international authoritative certification body det Norske Veritas (DNV). From raw materials, process, final quality inspection to finished products out of the warehouse, the quality of all production links is strictly controlled. In terms of raw materials, strict qualification assessment shall be carried out for suppliers; Carry out strict process quality control in production and implement full inspection and delivery. Second, fast delivery. Strictly observing the delivery time is also an important link to win customers. Third, provide one-stop services. Take the one-stop service as a value-added service, provide packaging design, printing, post-processing, logistics and other process services, and provide customized personalized services for customers. 3. Cheap price. Another reason why packaging and printing enterprises in the Pearl River Delta are competitive is that they are cheap. To explore the reason, it is mainly because the Pearl River Delta has rich labor resources, and the influx of Hong Kong capital and joint ventures into the region is to take a fancy to its cheap labor cost. In addition, preferential investment policies are also the main factor for competitive prices. At present, the investment environment in the Pearl River Delta region has entered a stable period, and some Taiwan funded, Hong Kong funded, foreign-funded and other companies have begun to march into the Yangtze River Delta and the Bohai Rim region. For example, Hong Kong Printing giant Xingguang group established Xingguang printing (Suzhou) Co., Ltd. in Suzhou in 2002. These signs show that the pattern of wine packaging and printing is quietly changing, but the Pearl River Delta, Yangtze River Delta and Bohai Rim region still need to go a long way to form a tripartite pattern. Liquor packaging and printing enterprises are scattered. China's liquor products are diverse and of different grades. There are several yuan of ordinary Baijiu and hundreds of yuan of national liquor. Therefore, the packaging and decoration effects of liquor vary greatly. For wine packaging color boxes and labels with low technical content, ordinary packaging and printing enterprises are able to undertake orders, so a decentralized pattern of wine packaging and printing is formed. This is quite different from cigarette labels. The technical content of cigarette label printing is generally high, so an aircraft carrier enterprise specializing in cigarette label printing has been formed. Nevertheless, some small well-known enterprises have emerged in the packaging and printing industry. They continue to carry out equipment transformation, pay attention to the introduction of new technologies, new processes and new materials, and work closely with wineries to meet the needs of wine packaging. In the northern market, represented by Beijing Baodao packaging and Printing Co., Ltd. and Beijing Qinglian Fucheng Color Printing Co., Ltd; In the Yangtze River Delta region, there are Shanghai Jielong Industrial Co., Ltd. and Shanghai concave convex color printing corporation; In the Pearl River Delta region, Shenzhen Jinjia Color Printing Group Co., Ltd., which is famous for cigarette label printing, and Dongguan Hucai Printing Co., Ltd. are also famous for wine packaging and printing. For example, the packaging color boxes of tuopaiqu liquor and Maotai Prince liquor are printed by Shenzhen Jinjia Color Printing Group Co., Ltd., which gets rid of disorderly competition. Of course, there are also some liquor groups that invest in printing equipment and own their own packaging and printing enterprises in order to become bigger and stronger and reduce the total cost of liquor products. For example, Yibin Wuliangye Co., Ltd. owns Yibin Wuliangye exquisite printing Co., Ltd., which holds up to 97% of the shares. Printing technology: compared with cigarette labels, offset printing of yizhiduxiu wine packaging has some obvious characteristics. There are many varieties and grades of wine. On the whole, the printing of wine packaging is not as complex as cigarette labels. The printing process is mainly offset printing and several typical post-processing, supplemented by gravure printing and silk printing. Liu Zhiqiang, the Minister of Beijing Qinglian Fucheng Color Printing Co., Ltd., believes that at present, the printing of wine packaging is still mainly offset printing, and the printing colors are mainly four-color and spot color. At present, there are two methods to label wine, one of which is photoelectric displacement sensing system cheapness. But the error is large Printing with coated paper, such as 80g/m2 and 128g/m2 high-grade coated paper. The printing of wine packaging box is mainly made of 350g/m2 white cardboard and white paperboard. The development of prepress design and prepress technology has improved the packaging and decoration quality of commodities. As we all know, in addition to paying attention to its own quality, packaging is also one of the keys to the success or failure of its marketing. Wine packaging design is not only the idea of art designers, but also the modern design should fully consider the application materials, printing methods, post press processing, environmental protection standards, as well as the use of the manufacturer's filling methods, wine label pasting process, etc. Therefore, designers should have extensive knowledge and sufficient information. The traditional graphic design software in the past can no longer meet the current market demand for packaging and printing products. Problems encountered before and after printing can be solved in time! The design software is constantly updated. For example, Esko graphics company launched an application software deskpack, which has strong professional design functions and is a prepress production tool application software. The printing method of wine packaging printing is traditionally based on offset printing. Thick paper multi-color offset printing machines, such as Heidelberg multi-color offset printing machine, are used. The printing is exquisite and fast. They can print 0.6 ~ 1.0mm thick paper, and the speed can reach 15000 sheets/hour. It is very suitable for printing wine boxes. Offset printing is a relatively mature printing process, especially in eye tone printing, there is a set of standardized and data-based methods. However, besides eye tone printing, wine packaging printing also involves a large number of spot color reproduction, such as large-area red field, gold (silver) color, pearlescent effect, etc. Due to the high requirements for saturation and brightness of spot color, especially the field spot color, offset printing is limited by the thickness of ink layer when printing the field, so it seems to be unable to do so. At this time, the two printing method of "first deep and then shallow" can be adopted. When designing, try to avoid consolidating and improving the share of enterprises in the western market. There are hollow words on the field edition to avoid increasing the difficulty of overprint. Now, because the wine packaging materials generally use composite paper materials and are printed with ordinary ink, there are problems such as poor adhesion, friction resistance, dryness and so on. Therefore, manufacturers generally carry out UV technology transformation on offset printing machines to fundamentally solve the problems of composite paper printing. Because UV ink greatly improves the physical properties of the ink layer surface, some packaging and printing enterprises have begun to use offset UV ink to print fine sand, gold, silver and other common offset printing effects that are difficult to achieve. Gravure printing has become another optional way of wine packaging printing because of its high saturation, high contrast, high brightness, strong consistency and high printing resistance. If the art design draft is large on the spot, the ink color is required to be thick, and the ordinary offset printing is slightly insufficient. The gravure printing method can meet the demand. Another advantage of gravure printing is that it can print other printing materials except paper, such as printing on laser anti-counterfeiting film first, and then compounding with paperboard to achieve another visual effect. As gravure wine packaging is dominated by fields, color blocks and lines, the requirements for color management in plate making are relatively lax, and the printing process control is easier than offset printing and flexographic printing. The artistic effects of silk printing, such as sanding, refraction, ice flowers, wrinkles and so on, make the wine box packaging icing on the cake, and greatly stimulate consumers' desire to buy. In addition, because the brightness of the product increases after using silk UV local glazing, and the three-dimensional sense is strong, it is often used in the decoration of wine packaging color boxes. Flexographic printing is rarely used in the printing of wine packaging color boxes at present, and some beer labels will use this printing method. It is believed that its advantages of environmental protection and sanitation will gradually be recognized and favored by wineries. Looking forward to the future trend of wine packaging and printing, Huang Tianyin, an engineer of Dongguan Xinyi Printing Co., Ltd., believes that a variety of process combinations will become an ideal way of wine packaging and printing, and combined printing can give full play to the characteristics of several printing methods. For example, when printing products with rich levels, offset printing can be selected; When printing spot color and gold (silver) ink, sheet fed gravure printing can be selected. When special decoration effect is needed, silk screen printing can be used

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