The personalized photo book market is undoubtedly digital One of the fastest growing market directions in the printing market, there are a lot of official and unofficial data to support the author's judgment, from the industry's listed company's year-end financial report can be seen, such as Germany's CeweColor or the United States' Shutterfly. The photo book has gradually become a network hot word. The photo book definition given by Baidu Encyclopedia is a personalized image product. She can sort out the scattered digital photos in your computer according to certain rules and requirements. The digital image printer is printed. According to your different needs, it is framed into books and books, which is convenient for reading and collecting. You can view the web search status of the "Photo Book" keyword on the Baidu Index. This article will again explore the photo book market, model and construction.
Photo book market analysis
The digital photo market is a big opportunity, especially for digital printing providers, it is a once-in-a-lifetime development opportunity. First, let's look at several sets of data (source: InfoTrends2008WesternEuropeanPhotoMerchandiseStudy).
1. Taking the European market as an example, InfoTrends predicted the photo book market in 2008 (see Figure 1), which basically coincides with the earnings reports of major companies. Due to the large workload, the author will make detailed data in the next relevant article. analysis.
2. Statistics show that most people don't understand or don't know that there are photo books, which means that the market's awareness needs to be further improved (see Figure 2), and only 10% of the people know the photo book.
3. The purpose of the purchase of the photo book is investigated. The result is shown in Figure 3. The purchase is an absolute proportion for the purpose of personalized gift and commemoration. Have you seen the business opportunity from the picture?
4. The repurchase rate is as high as 70% or more. The statistical results are shown in Figure 4. It can be seen that once the business is launched, the photo book business has considerable vitality and stability.
From the above four statistics, we can see the potential of the photo book market, the type of business and the life cycle. What are the main businesses that can enter this market? It seems that it is mainly from professional or small print shops. Digital printing stores, small photo retailers and cultural printing centers that develop imaging business.
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First of all, the silver halide film business is declining at a rate of 25% per year. The world of photography has entered digitalization. People have become unsatisfied photographers, capturing, storing and sharing photos, photo books all the time. Become a personalized and affordable new way to preserve and share memories. Now provide personalized image services to customers, and you may see a return in three or two months. As the DonFranz report said, a photo book = the profit of 500 photos, and this is only a conservative estimate.
Secondly, the traditional demand for photo prints still exists. Although we can share photos more than originally, electronic photo frames, tablets and computers, mobile phones and the Internet, but the demand for materialization still exists, especially for major moments and finishing. When recalling, it is the first choice for people to organize their own graphic and personalized image products.
Thirdly, the continuous development of digital printing technology , its printing quality and price are also recognized by ordinary image consumers. For the market consumer group, we can be divided into ordinary consumers, amateur photographers, professional photography and image professionals, different levels. The crowds have different balance points for quality and price, while digital printed photo books and other personalized products are mainly aimed at the first two types of mass market. The mining of massive markets depends on Internet technology. The technology development in this field is changing with each passing day. The Internet-based photo book application system is very mature. The higher speed bandwidth makes it easier for the network to transmit image data. The final consumer experience becomes more and more The better.
In view of the above, the market demand for personalized images such as photo books already exists, and the related technologies have matured. Now, they are involved, starting from personalized calendars, photo books, weddings, yearbooks, baby growth records and travel products, and gradually grow into Professional personalized photo book product provider.
Market development strategy selection
At present, there are three market development strategies formed on the market. One is a capacity-oriented strategy. This direction focuses on asset operations, invests heavily in building software and hardware platforms, special network order generation systems, and purchases large-scale digital printing. Machine and professional, exquisite post-press processing equipment, to produce unparalleled products to attract wholesalers from all walks of life in the online and offline areas to form a large-scale operation, the representative of this direction is Germany's CeweColor. The second is a brand-oriented strategy, focusing on the open mass network design system, and constantly improving to adapt to the Internet trend, making full use of existing brand effects, photo library and cross-media sharing to carry out full network promotion. Operating, online processing orders to seek processing partners to complete the product, the direction is represented by the squid and Netease Impressionist. The third is a channel-oriented strategy. The channels come from online and offline. The online investment is based on the channel-based networked system. The enthusiasm of the small network merchants is fully mobilized to obtain orders. At the same time, the order partners are also found online. Production partners, and incorporated into the Internet system, reorganizing and channeling, the direction represented as Photobox.
The author believes that the digital printing provider in the early stage of the initial use of the third simplified strategy is easy to operate, because it only needs to invest in digital printing equipment and supporting and networked ordering system, without spending a lot of money and time on the network brand. Promotion, and most Chinese cities are still “acquaintance societyâ€, that is, many business partners are “a few poles to be able to play†relationship households, making full use of business cooperation relationship, with network order system can quickly Launch the market and get orders. This is to use the networked system to do offline business, to find businesses that can cooperate in the local area, not only to increase the profitability of the cooperative business but also to fully utilize the display and brand effect of the business to rapidly develop the market.
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