On the difficult transformation of printing enterp

On the difficult transformation of printing enterprises going out in the past ten years after China's entry into the WTO

in 2011, 10 years after China's entry into the WTO, going out and introducing again became a hot topic. In the past 10 years, from simply undertaking foreign orders to directly establishing factories overseas, local enterprises have experienced difficult transformation in the overseas trek; From the establishment of offices to large-scale mergers and acquisitions, foreign-funded enterprises have grown rapidly after overcoming acclimatization. There are many enterprises and events worth recalling in the past 10 years; Taking stock of the past 10 years, let's witness the changes of printing enterprises in these 10 years

China has entered the tenth year of WTO entry, and going out is a crucial step in the process of international integration. By 2010, the amount of China's foreign processing trade has reached 66.2 billion yuan. In the face of international printing giants, how are China's printing enterprises rushing to the front line of going out going and how are they going to go on? At the national publishing going global working conference held on December 22, four printing enterprises were awarded the advanced unit of publishing going global, and Zhu Min, general manager of Beijing Hualian Printing Co., Ltd. (hereinafter referred to as Hualian printing), gave a speech as a representative of printing enterprises. Looking back on their footprints of going out, they have something to say

first, expand the market

Zhu Min talked about this topic from two companies. The first is ural publishing house, the publisher of Chelyabinsk, Russia. When the company was carrying out infrastructure construction, by chance, Hualian printing established contact with this publishing house and learned that it hoped to print his books in China. Because I have received a year's training in Hong Kong Zhonghua business, and I can provide customers with detailed information about quotation, contract, export customs declaration, pallet fumigation, transportation, inspection and quarantine, letter of credit, and the preparation of materials required by the other party for customs clearance. It may be that the more professional explanation won the trust of customers. When Hualian printing opened, the other party sent orders. In 2003, this customer alone achieved sales of nearly 20million yuan. Speaking of this, Zhu Min is very proud that Hualian printing has also started its overseas printing Road in the north

the second is Japan's Zhaowen society. Zhaowenshe has a 70% market share in the Japanese map market. It has been tested by some printing enterprises in Shenzhen before, but it has not been recognized. At the beginning of 2008, Hualian printing negotiated with it about the map printing project, which required 250 line trial printing, and the binding requirements were also very high. It took only one month from testing to mass production. It was a miracle for printing enterprises to get orders from Japan in such a short time. Zhu Min said that later, aiming at the characteristics of short printing cycle and strict quality requirements of maps, the company reorganized all processes, optimized production processes, optimized time management, strengthened quality control, and maximized labor productivity, so that production could be carried out in an orderly manner and print operation efficiency could be improved. Despite many difficulties, our project has achieved sales of 5million yuan

Zhu Min told China publishing news that in fact, there are many such customer cases. It is in meeting challenges again and again that Hualian printing has a good reputation and gradually won more and more customers in the process of word-of-mouth. From its opening to the end of 2011, the cumulative overseas sales of Hualian printing is expected to reach 270 million yuan, more than 40 million US dollars, and the overseas business this year alone will reach 8 million US dollars, an increase of 56% over last year. Customers come from Russia, Kazakhstan, the United States, Japan and the United Kingdom. Our main customers are from the Russian speaking area, so since 2004, we have been participating in the annual Moscow International Book Fair to promote the company. Zhu Min added

coincidentally, one of the important measures taken by Shanghai printing (Group) Co., Ltd. (hereinafter referred to as Shanghai printing) to expand its overseas market is also to participate in the book fair. Zhao Heping, Secretary of the Party committee of the company, told China publishing that so far this year, they have participated in the Frankfurt Book Fair for five consecutive times and the Hong Kong print and packaging exhibition for three times. At the same time, they have also visited the London Book Fair, the Beijing International Book Fair and other book fairs with world influence, and received hundreds of customers from various countries. In addition, Shanghai printing has two trumps in market development: marketing and customer introduction. Our group has its own printing platform. In 2010, it specially established love India to contact foreign customers through these two platforms. In addition, we also recruit foreign printing talents. Through video communication, let them use their own resources to promote our company locally. Zhao Heping said. As for the introduction of customers, for example, Zhao Heping said that Xinmin Evening News is one of its shareholders. It is issued in the United States, France, Canada, Europe and other regions. Through them, they can get certain customer resources. In addition, after making the orders of inherent customers, they can also develop some new customer groups. With their efforts, the volume of loose business has increased year by year, and the export volume has quadrupled from 1.2 million yuan in 2009 to more than 5.5 million yuan in 2011. The products are mainly books and periodicals, which are expanded to children's books, calendars, notebooks and other related printed materials. At present, they are constantly trying to cultivate and develop new business areas, including digital printing, magnetic card printing, confidential parts printing and bill printing

different from the first two companies, Anhui Xinhua Co., Ltd. (hereinafter referred to as Anhui Xinhua) and Shenzhen Yachang Color Printing Co., Ltd. (hereinafter referred to as Shenzhen Yachang) have chosen the way of global bidding to expand their overseas markets. At present, the two companies have also achieved good results. Huang Zhijun, general manager of Anhui Xinhua, said that in order to undertake foreign orders, the group established Chinese international economic and Trade Co., Ltd. in 2005. Around 2008, they began to accept foreign orders for printing, achieving hundreds of millions of yuan this year from zero. The orders came from France, Britain, Italy, the United States, the Middle East and other regions, and the products involved e-books, books, books, hardcover paperbacks and so on

second theory: standardized operation

efficiency and review are the problems that most printing enterprises may encounter when undertaking external orders. China has a standardized review system. How to complete the order on time under the premise of abiding by the system? In order to make the foreign processing trade more convenient for gb/t 838 (1) 998 "glass fiber reinforced thermosetting resin sand pressure pipe", Shanghai Publishing Bureau has specially developed the filing management system. Enterprises can apply for filing, and the publications can be electronically reviewed, which greatly shortens the review time. Anhui Xinhua's strategy is to give preventive injections in advance. Huang Zhijun told China publishing news that they fully follow the process. If the construction period is tight, they will actively coordinate with the Publishing Bureau. They also emphasized this aspect with the customer. They had let the other party know the progress before starting the work

song Ning, the director of Shenzhen Yachang, said that so far, they have not encountered similar problems. In Song Ning's view, what they urgently need to solve is the copyright problem. They hope to include improving the clutch reaction time in the double clutch transmission system. There are institutions such as the artists association to maintain the copyright of works of art. He said: especially in digital publishing, foreign piracy is serious. When dealing with international copyright disputes, we really hope to have a unified organization to manage it

in addition, in the interview, the large cavities of the interviewed enterprises were mostly processed according to the lower deviation. In the process of going out, we should pay attention to standardized operation and avoid risks. Zhu Min believes that there are three points that need special attention: first, we should pay attention to avoiding the risk of money. To undertake overseas business, we must do a good job in risk assessment, and do not simply relax the control of reconciliation risk in pursuit of sales. In particular, some customers can abide by the contract at the beginning. With the increase of cooperation and mutual trust, they may unconsciously relax the progress of payment, causing losses to the company. Hualian printing has learned such a lesson. Although it has recovered its arrears after several years, it has paid a considerable time cost. Second, we should pay attention to the control of quality risks. Undertaking overseas orders often involves more links and longer transportation time, and quality standards should be agreed in each link. Once there is a quality dispute, there will often be wrangling between partners, and if it is not solved well, it will also cause losses to the enterprise. Third, we should control exchange risks. Relatively speaking, the profit margin of overseas orders will be higher than that of domestic orders. However, in the case of continuous appreciation of the RMB, if the collection is slower or the exchange fluctuation is large, it will also bring certain exchange losses to the enterprise