So far, with the high growth of digital printing (18% in digital retail sales in the United States, 22% in Europe, and 8% in the rest of the world), the application of personalized printing abroad has been extremely extensive. Only a few prints, dozens or hundreds of copies, products with annual reports, product promotion flyers, direct mail advertising, CI design manuals, badges, greeting cards, invitations, menus, table cards, transportation cards, Passes, anti-theft license plates ... a wide variety, even some of the goods are also packaged with personalized labels.
Although the annual growth rate of domestic digital printing is currently only 5%, in the personalized printing products, the consumption of greeting cards is gradually heating up. At the end of 2008, the postal unit had conducted a survey on greeting cards, 64% of respondents said that “paper greeting cards will be sentâ€, and 32% of respondents said “will send e-cards on the Internetâ€; when asked “ When you receive a greeting card, you will be happy. When you receive 75% of the greeting cards, only 3% of the e-cards are answered. This reflects people's traceability and return to traditional culture, and also reflects the traditional return of emotional communication.
The Chinese nation has used greeting cards since the Song Dynasty and is still prevalent. A beautiful, light, silent and hand-written greeting card not only inherits the Chinese folk culture, but also meets the needs of people to communicate with each other. It is more than just a card. It is a wonderful and invaluable embodiment of family, friendship and love. It is a special commemoration in human life and life. It is an important bridge for communication between people and people and society. It has a wide range of The use value and extremely rich cultural features.
Today, science and technology prevails, people gradually find that the current fast and modern forms of communication blessing can not fully reflect the expression of true feelings. Greeting cards are different. Personally writing greeting cards can reflect your true feelings, and the sent greeting cards can be saved for a few years, even centuries, and will not be easily deleted by clicking a button. The traditional return of emotional communication can be said to be the internal motivation of consumers to favor greeting cards. Coupled with the increasing attention and pursuit of modern people, personalized greeting cards have also begun to rise around the world.
In many developed countries, greeting cards are still an important part of the holiday economy. People regard greeting cards as a good carrier for expressing sincere wishes. In Japan, the number of mailings per year is more than 4 billion. It is a cultural practice to measure the number of friends by mailing the number of greeting cards, and regard “receiving greeting cards†as a kind of glory. In 2009, despite the global financial crisis, the sales performance of the Japan Post New Year greeting card was 2.089 billion, an increase of 2.6% compared with the previous year, and an average of 16 cards per person. In the United States, up to the president of the country to the civilians love to send greeting cards to each other to contact feelings, and President Bush also set a world record with 2 million Christmas cards. American car sales genius Joe Gillard sends out 15,000 postcards every month, so customers can't forget him. We may not imagine that mailing postcards are one of the key factors for Joe Gillard's success.
Due to the high economic development of the developed countries in Europe and America, the cultural consumer market and services are relatively mature and perfect. The personalized greeting card customization has reached a higher level from product design to customer's network customization process experience. There are also quite a few similar personalized custom printed websites in China. By looking at a number of customized websites, we found that the vast majority of websites are positioned in the personalized print, office and gift markets. Most of the structure of the website has five modules, namely, personal customization, group customization, buying finished products, going to open stores and communities.
There are three steps to personalizing:
Steps - select products: T-shirts, greeting cards, invitations, postcards, mugs, photo stickers, personalized books, personalized albums, etc.;
Step 2 - Select one or more images from the Internet or platform image library and upload them to the designated design area;
Step 3 - Buy or sell your personalized prints after editing the text.
For digital printing services companies, the establishment of a card service company that directly faces consumers needs a lot of investment. Many companies that offer digital network direct printing solutions can authorize print service companies to use their own systems, allowing consumers to design their own photo albums, greeting cards, gifts and other products. The system can then send the job to the digital press and manage the order. Of course, there are also some printing service companies that have developed their own solutions.
Since most print service companies serve other companies, if they choose to directly face the way consumers do business, they should consider establishing a separate business for photo/card printing. When it decided to enter the $7.5 billion greeting card market, RockyMountain Printing Company opened a CardCafé, a subsidiary that specializes in making greeting cards.
By browsing CardCafé's website, consumers and businesses can choose from hundreds of greeting card designs that are rich in themes, holidays, birthdays, special events, and about a place. . CardCafé can digitally print, add personalized information and signatures to the greeting card, insert the greeting card into a personalized envelope with the recipient's address, and then use the stamp to mail it out. Consumers can also choose to print their own photos or work on the cover of the card, and then apply high-quality glazing to the surface of the card. Currently, CardCafé's website can reach 1,100 page views per day.
The Hallmark Card Company of the United States is a greeting card kingdom with annual sales of more than $3 billion. It is also one of the top 500 companies in the United States. As the second generation of the Huo family, Donald Hall, he was listed by the American magazine Forbes as one of the rich 400 billionaires in the world, with a family value of 960 million. This shows that the greeting card market is a huge and sustainable market. In China, the consumption of New Year’s cards alone is as high as more than 2 billion yuan.
Despite the huge potential of the domestic greeting card market, there are currently no websites or companies that have customized custom greeting cards in the field of personalized customization. Since its establishment in 2006, Cardang has achieved rapid development in the field of personalization and has also introduced some innovative products, but it has not seen any special surprises in the personalized greeting card business. UU customization, Long Ying, Eighth Paradise, I love my printing network are also websites with personalized greeting card customization business, but there seems to be no more investment, there is no better interactive community or designer except for templates. The team helps customers who have DIY wishes. Personality greeting cards are a world of culture and creativity, and customers “consume†emotions and personalities. Digital printing companies with production strength and customized websites with promotion and product integration capabilities can seek cooperation on the huge potential greeting card market, pay attention to the group purchase market, and continuously improve the user customization process experience.
Act quickly and prepare for the full prosperity of the cultural consumer market, because we can imagine China when it consumes 16 cards per year.
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