214-3-24 :32
In the public view, paper enterprises are quite vague, although the information from this industry is mostly related to pollution; Similarly, people's attention to the whole paper industry is not high, although this industry is closely related to the national economy and people's livelihood. However, there is a phenomenon worthy of attention: the whole paper industry has been highly market-oriented, and private enterprises have become the main force in this industry; The strength pattern of a regional economy is often written on this paper. Therefore, the news that papermaking and wood processing industry will become the ninth billion-dollar industry in Guangxi may be some kind of annotation.
Just like the situation of steel and cement, paper-making enterprises have actually encountered the ceiling of the industry. Should the whole industry, which has experienced the pain of growing up, continue to expand Zhang Zhilu in scale or start a real innovation and transformation? Some experts in the industry told reporters that the road to innovation in traditional industries is very difficult, not to mention that paper-making enterprises not only have problems of environmental pressure and overcapacity, but also have fierce fighting behind the serious homogenization of products.
However, it is in such a foggy day that the pessimistic atmosphere spreads. When the reporter came to Weifang Shandong Century Sunshine Paper Group, the scene of the printing press in the paper factory was quite surprising. Chairman Wang Dongxing said: "From now on, we are service providers. This is the sunshine concept packaging solution!"
The reporter noticed that one of the two large-scale "preprinting machines" from Germany has been installed and is preparing for trial operation, and the second one is being installed and debugged, which can be put into production in June. For this "pre-printing center" with an investment of 5 million yuan, Wang Dongxing promoted it with the heart of a dead man. The reason is very simple, because behind this carton printing project, the whole link from papermaking to preprint, from preprint to packaging production has been opened, and at the same time, a brand-new paper packaging business model has been born.
So, is it a transformation of traditional industries from "selling paper" to "selling services"? Will the "printing and packaging" production line in the paper mill trigger an industry revolution?
It's hard to sell paper
"The homogenization of paper making is very serious." There is no need to say anything about the status quo of the paper industry, Wang Dongxing told reporters.
"Any further expansion of production capacity must be a death wish, and we can't do the stupid thing of killing the enemy for 1, yuan and losing 8 yuan. The only way now is to transform, adjust and innovate. Enterprises should transform, adjust their structures and innovate their technologies. " Wang Dongxing obviously doesn't think this is a fashionable slogan. He wants to extend the industrial chain on the existing product structure. "It's not an ordinary extension, it's a technical content, and the innovation in business model is revolutionary."
Wang Dongxing has been working in a paper mill since he graduated from university. He started as a workshop worker and became the deputy general manager of Chenming Group. When he left Chenming, he didn't take a product with him. When I started my own business independently, I presided over the research and development of high-grade coated white kraft paperboard, which filled the gap in China and became "the first paper for China to go global".
"If only in terms of scale, Century Sunshine is not big. However, we have our own differentiated products. To be honest, it is with such products that enterprises will survive in the fierce market competition and become the leading enterprise of white coated kraft paper. " In the face of today's market position, Wang Dongxing is not excited, because: since the establishment of the enterprise, he has been taking the century sunshine of differentiated development, and finally he can't stand the inertia of falling profits. Simply put, the gross profit margin of enterprises is getting smaller and smaller.
Although the enterprise has the first product patent in China, the output is the largest in China, and it is used to coat white kraft cardboard for corrugated boxes, and it is widely used by leading enterprises of fast-selling products such as Tsingtao Brewery, Uni-President Instant Noodles and Wahaha, but it is such a fist product, and its ending is the same as that of the unique product when the company went public, and it is difficult to make money in the end.
"When we started our business, the supply of bobbin paper was in short supply, and the profit was very rich. One ton of paper earned 1, yuan, which really made money." Wang Dongxing said, "I have more than 2 patents on a product. Those years were particularly good. The most expensive one was 5,8 yuan a ton. Now it sells for 3,8 yuan a ton, and some manufacturers also sell it for 3,1 yuan. What is overcapacity? This is it. "
avoid the competitive mainstream paper such as coated paper, newsprint and white cardboard, and position the enterprise products as high-grade packaging carton paper. Century Sunshine, which has been implementing the differentiation strategy, did not expect it anyway. No matter how differentiated it was, it could not get rid of the dilemma of being copied by other enterprises. Wang Dongxing could only respond with product innovation.
Wang Dongxing is very emotional: "It is very difficult to create a variety. The innovative rice we ate a few years ago has now been followed by imitators and followers. What is core competitiveness is the ability that opponents can't imitate. If they imitate it easily, there will be no core competitiveness. "
The reporter noticed that not only the wrapping paper, but also the whole paper-making, printing and packaging industries are actually facing the same survival threats and challenges. Among them, overcapacity and limited digestion channels are * * *; Behind the appearance of serious homogenization is that all competitors have the same technology and equipment, produce the same products and compete for the same customers and raw materials. The only difference is the marketing method, and the killer is the price.
There is only one result: the profits of enterprises are getting thinner and thinner, and they are losing money, going bankrupt and going bankrupt.
even for large enterprises in the industry, price war is a conventional weapon, and no matter how large it is, it is still a supplier in the paper industry chain.
"Being a supplier is too passive. What's the point of such a price war? If you don't innovate, you will die. " Wang Dongxing said. Since 26, he has been looking for a different development path in the industry from the United States to Germany.
The supplier has had enough hardships. He wants to lead Century Sunshine to find a brand-new way of life.
There are no secrets in the carton
I ran past thousands of customers at home and abroad and even squatted at the door of others. Wang Dongxing's goal is clear: in the process of turning wrapping paper into packaging box, where is the profit hidden?
In Germany, he got the answer: in the whole process from papermaking to packaging, printing is the most profitable, and the secret of profit is not in the carton, but outside printing. The profit source can be seen, but how to realize it is still not related to the current situation of the industry.
The reason is very simple. The current situation of the carton industry is in the same boat as the upstream papermaking. First of all, there are a large number of enterprises in this industry, but the scale of enterprises is small and quite scattered. There are 4, enterprises in the whole industry, among which the annual sales income of the largest enterprise is 2 billion yuan, which is less than that of a medium-sized paper mill; Secondly, the technical level and production efficiency of the industry are low, the technology is backward, the standards are not uniform, and the waste of resources is prominent; The key point is that carton production enterprises are subject to both customers and paper mills, and their economic benefits are under pressure. It is conceivable that their survival is difficult, and almost every day they can hear the news that carton factories have closed down.
At the same time, a number of large fast-moving consumer goods enterprises are not satisfied. Because the production bases are all over the country, and the supply radius of cartons is small, carton enterprises are generally small in scale, and the supply capacity, quality and standards can hardly meet the needs of users, let alone provide diversified and personalized products. Therefore, some large fast-moving goods enterprises have to deal with dozens or even hundreds of carton suppliers all over the country, which has become a common headache for fast-moving goods enterprises.
accordingly, Wang Dongxing believes that the key reason why carton manufacturers have not made any money is that they do not have advantages in technology, mode and strength and cannot form the ability to serve big customers. As a paper mill, Century Sunshine has the advantages of raw materials and capital, plus advanced pre-printing equipment and technology from abroad. All he needs is to create a business model to get through the whole industrial chain. By integrating the superior resources of the paper and packaging industries, it is a subversive and new carton packaging business model, and the so-called innovation can start with this.
Be a subversive if you want to do it
After several years' investigation and repeated argumentation, the printing production line in paper mills seems to be a bit unprofessional to many people in the industry who are committed to continuous scale. Because, as a paper mill that only produces paper, that is, invests billions and billions of yuan, this small industry of carton factory is invisible. However, Wang Dongxing has made more than five years of market research on a small carton, and he is determined to make great efforts in this "small industry".
The reason why this innovative project is called "new concept packaging" is that he wants to subvert the traditional model and give carton production a brand-new concept. First of all, a global "New Concept Packaging Design Center" was established in Shanghai to provide value-added services such as functional design and decoration design of the front end of carton production; Then, the introduction and innovation of equipment and technology and the integration of resources in the form of industrial chain alliance form a brand-new new carton production model. His description of the business model is: guided by "creative design", relying on "pre-printing and technological innovation", taking "process integration and reengineering" as a means, and taking "cooperative alliance" as a guarantee, providing end customers with "one-stop printing and packaging overall solutions from papermaking, creative design, printing, packaging and logistics". Thus, the strategic transformation from a simple packaging paper manufacturer to a service provider providing a whole solution for cartons can be realized.
"Yes, we need to start a real transformation. We don't want to be showstopper in the price war in the paper industry, we want to be a subversive in the paper packaging industry. " When Wang Dongxing led the reporter to visit the "prepress machine", he was already full of professional vocabulary in the printing and packaging industry. What he has always emphasized is that the brand-new century sunshine concept packaging business model will bring changes to the industry and benefits to end users.
Guo Yongxin, deputy director of China Light Industry Information Center, told this reporter: "Conceptual packaging solution" is a systematic project and an innovative idea in the paper printing and packaging industry chain, which is the first national precedent in this field. Accordingly, Shandong Century Sunshine Paper Group will realize the strategic transformation from a simple packaging paper manufacturer to a service provider that provides the overall solution for cartons.
Wang Changhai, deputy general manager of the company, said that the project is planned to be completed within three years. After put into operation, the annual sales revenue can reach 5 billion yuan. At present, Shanghai Rainbow Conceptual Packaging Co., Ltd., the headquarters responsible for the implementation and operation of conceptual solutions, was established in Shanghai last October. The company has a packaging creative design center, a marketing center, a financial center and a pre-printing center in Weifang, Shandong Province, which is responsible for coordinating and serving 3 joint-stock carton factories all over the country, and distributing pre-printed products and cartons through modern logistics.
"This innovative model has the design consideration of * * * win. We can't just do it for ourselves. We should not only create value for customers and reduce costs, but also increase income for the carton factories participating in the cooperation, so as to achieve a win-win situation among the three parties and make the whole industry a win-win ecological chain. This is the root of my confidence in the project."