China's printing machinery market capacity has always been the focus of attention of manufacturing companies, users and industry insiders because the market is an important indicator affecting the development of the industry. China's printing machinery has basically achieved a full range of high, medium and low-end products. The low and medium -end equipment can not only meet domestic needs, but also be exported to the international market. The following is a competitive analysis of the printing machinery industry.

　　 2017-2022 China's printing machinery manufacturing industry market development status and investment prospects forecast report shows that domestic printing presses have encountered unprecedented challenges, and the survival of printing machine manufacturing enterprises is seriously threatened in face of fierce global market competition. However, challenges and opportunities coexist. We must firmly grasp the unprecedented technological advancement and the peaceful international environment to provide opportunities for the domestic printing press industry to take off, adjust strategies and meet challenges.

          1. The development of the printing industry puts higher demands on the level of printing machinery and equipment. Printing machinery enterprises should work hard to improve the technical level and quality level of equipment, and constantly make a distribution about improving the level of equipment automation, digitization and high quality. And actively adopt international advanced technology to improve the technical content of equipment, especially to accelerate the adoption of CTP technology, CIP4 interface technology, independent drive technology, and variable frequency speed control technology.

           2. The quality of products in these years has not been the same as that of ten years ago. The same level of equipment in the trial or small batch stage is incomparable with the level of mass production in recent years.

             After the products are sold, domestic and foreign auto manufacturers will adopt a recall system to renovate or replace parts to ensure product quality and reduce the possibility of failure. Recently, Shenyang Machine Tool Group recalled 72 sets of CNC machine tools that were produced in the past and replaced with new equipment to enhance the image of the company. Whether printing machinery equipment can also adopt this method, on the one hand to recover the adverse effects; on the other hand, to broaden the sales of new products. The recall method can be varied, such as the way the whole machine is replaced by a new one, the part components are replaced, old equipment was recycled with reasonable price, and  free maintenance, etc.

　　  3. After more than 20 years of rapid development of the printing machinery manufacturing industry, most of the leading products have been initially industrialized, and the low and middle-end products market has basically achieved localization.

　　The mid-to-high-end product market has become the main target of some group companies, and achieved good results in recent years. In the context of increasing international competition, the importance of achieving group management has been recognized by entrepreneurs. Some enterprises have realized large-scale operation through their own development or mergers and acquisitions. The strength of the company has grown steadily and has made great progress in the process of grouping. Some enterprises have adopted loose or relatively close horizontal integration to form a unified market-oriented sales mechanism, and the competitiveness has been strengthened so that the printing machinery manufacturing industry develops healthily and rapidly. When the market is relatively depressed, it is the best time to promote enterprise grouping. A strong company should speed up the process of grouping and improve its competitiveness in domestic and foreign markets.

　　4. European printing machinery and equipment imports have harsh conditions, one of which is to require products to pass the CE safety system certification.

             Products that participate in the exhibition do not pass CE safety certification cannot be sold in the European market. At present, China has not established a standardization system for printing machinery safety, and the equivalent conversion work of safety standards formulated by the International Organization for Standardization has just begun. China's printing machinery and equipment manufacturing enterprises basically organize production according to the industry standards set by the National Printing Machinery Standardization Technical Committee. Standard technical requirements and testing methods are still different from developed countries and international standards. The equivalent conversion of international standards should be accelerated to adapt to the technical requirements of equipment in the international market so that printing equipment can participate in the competition in the international market. When the market is relatively sluggish, enterprises should seize the opportunity to actively collect and adopt the internationally advanced standards for printing machinery and integrate them with the international community as soon as possible.

       5. Establish domestic technical barriers and import regulations.

　　In recent years, while foreign advanced equipment has continuously poured into China in the absence of technical precautions, low-grade printing machinery and second-hand equipment have also flooded into the domestic market, which has interfered the healthy development of the domestic printing machinery manufacturing market. The number of imported second-hand machines cannot be counted, but it can be seen from the market transactions and the prosperity of imported printing machinery overhaul that the number of imports is considerable. In order to protect the security of the domestic market, it is imperative to establish a market protection system for printing machinery and equipment in China.

　　6. Expanding the export of printing machinery and equipment is also a way to reduce domestic sales pressure.

　　Made in China is gradually gaining a place in the world's printing arena. Going out is a state, but the process can be varied. Throughout the way that domestic equipment manufacturers go out, there are those who use capital to integrate overseas market, those who plan overseas through product innovation, and those who introduce talents to overseas. Chinese manufacturing is rising on the international printing stage with the various forms of breakthrough, and its positive energy is gathering together.

　　Germany's competitive advantage is similar to that of domestic enterprises—we have a good space for development: first, we have a strong and powerful economy as the backing, and development will inevitably drive the market to be active, which is a good soil to help companies to develop and at the same time, the enhancement of national strength has enabled us to have more right to speak in world trade and create a relatively equal atmosphere. Second, the state has focused on supporting independent enterprises. In June 2009, a variety of printing presses realized an increase in export tax rebate rate, which raised to 15% or 17% respectively, this is the seventh time since August 2008 to increase the tax rebate rate, which provides a powerful force for state-owned printing and packaging machinery manufacturers to win worldwide competition; third our country's technology has already reached the leading level in the world. The establishment of integration of production, education and research can promote enterprises to create independent and hard-quality intellectual products. 

　　In recent years, overseas expansion is not a rare thing for domestic printing machinery manufacturers. two of which have been the hot topice by people. First, Shanghai Electric Printing and Packaging Machinery Group acquired the internationally renowned enterprise of Rotary Machine Manufacturing Co., Ltd., and the other is Liaoning Dazu. Guanhua Printing Technology Co., Ltd. acquired the “100-year-old” manufacturer of offset printing machines in Japan, which has already made them a world-renowned buyer. Besides, it doesnot only contain the meaning of the growth of domestic manufacturing enterprises, but also contain the inevitable trend of cultural penetration between enterprises within the same industry of different countries and different cultures.

　　With the existing market condition that the well-known foreign companies already have in their countries,  many cooperations are powerless because acquiring foreign comnpany needs abundant capital to invest.The introduction of “turtle” talents with overseas market connections is also a way for companies to choose. Shenzhen Precision Machinery Co., Ltd, a fast-growing post-press equipment supplier in recent years, is such a typical representative enterprise. In November last year, Shenzhen Precision Machinery Co., Ltd has introduced He Yong, a well-known manager with many years of management experience in German post-press manufacturing companies, which is an important step towards export and the layout of world market.