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当前位置:首页 > 杂志 > 2017年11月杂志——如何选择合适的入门级宽幅数码印刷机

2017年11月杂志——如何选择合适的入门级宽幅数码印刷机

2018-03-24

If you are new to the wide-format business and are in the market for an entry-level wide-format printer for your shop, there are a number of questions you must first ask yourself and some criteria that must be met to ensure that any new machine you choose will be a good fit for your business model. Among the first and most important questions to ask is what is the right entry point for wide-format digital printing for your business? What print volumes will you need? What are the ideal price points?

如果你初次涉足宽幅印刷行业,并想在这个市场中为你的商铺购置一个入门级的宽幅印刷机,那么你首先就需要对一些问题进行思考来使一些条件达到满足的标准,以此来确保任何一个你购置的新机器都可以和你的商业模式相适应。这里首先要提出的问题是,你的公司为什么需要发展宽幅数码印刷这项业务?你需要多大的印刷量?你理想的价格是多少?

Well, to answer these questions properly, it really depends on where you’re trying to enter—from a market, volume or production standpoint. Whether you anticipate modest or medium production demands, there is a quality entry-level printer out there that can meet your businesses needs.

要找到这些问题的正确答案,就要看你将从市场、产量、产品这三个方面的哪一方面入手。无论你对生产需求的预期是正合适还是希望更多一些,你都可以找到一个优质的入门级印刷机,来满足你的业务需求。

To get a better handle on the entire buying process, we spoke with a number of the top wide-format printer manufacturers and queried them regarding some of the most important considerations and questions to ask when purchasing an entry-level wide-format printer. 

为了更好地处理整个购买过程,我们与一些顶级宽幅印刷机的制造商进行了交谈,并咨询了他们在购买入门级宽幅印刷机时考虑的一些重要的注意事项和问题。

David Conrad, director of marketing, North and Latin America, at Phoenix-based Mutoh America, says this is a really good time to look for an entry-level printer.  “The entry-level wide-format printing market is seeing better, simpler machines being introduced that require a shorter learning curve for operators.”

位于凤凰城的Mutoh America公司的北美和拉丁美洲市场总监大卫·康拉德(David Conrad)表示,此刻是寻找入门级印刷机的真正好时机。“入门级宽幅印刷市场看起来非常好,并且只需要引入简单的机器设备加上短时间的操作学习,你就可以熟练上手。

Targeting Your Market

精准定位你的市场

“Regardless of the printing system, it all boils down to your business plan, what your target market is, and what your plans are for achieving growth,” reports Lily Hunter, product manager, Textiles and ConsumablesRoland DGA, Irvine, California.

加利福尼亚州尔湾罗兰DGA公司的纺织和消费品的产品经理Lily Hunter说:“无论这个打印系统是否适合你的业务计划,你的目标市场以及你的计划始终是实现增长。

She points out that if you purchase a really inexpensive inkjet, you may be disappointed. While the initial cost may be less, she says, it’s possible that you’ll need to replace it in a couple of years as output demand grows. “The other option is to spend a little more on a higher quality printer that can support your business growth over a longer period," she says. "The bottom line is that it’s important to consider the total cost of ownership and not just the sticker price.”

她指出:“如果你在早期购买一台过于便宜的喷墨印刷机,在后期你可能会感到失望。虽然初始的成本可能会比较低,但是随着产量需求的增长,你可能在几年内就要对机器产品进行更换。另一个选择是花高额的费用来购买高质量的印刷机,这样可以在一个较长的周期范围内支持你的业务增长。因此重要的是考虑总体的开支成本而不是只考虑机器的标价。

Jay Roberts, product manager, UV printers also at Roland DGA, adds when selecting an entry-level wide-format printer, it’s extremely important to first consider the markets you want to target. “Like a lot of newcomers, you might want to get into the banner and sticker industry. Or, maybe you’re more interested in poster printing and photographic reproduction. You might even want to get into the vehicle wrap business. For any of these applications, an eco-solvent printer or printer/cutter would be a great choice. On the other hand, if you’re just starting up and you want to print awards, cell phone covers or personalized gifts, a small UV-cure printer would be the way to go. With such a wide array of markets to choose from, start-up print service providers need to think about what’s profitable now, and also what may be available and profitable in the future,” he says.

罗兰DGA公司也有UV印刷机生产业务,其产品经理杰·罗伯茨(Jay Roberts)在选择入门级宽幅印刷机时补充说:“首先考虑清楚你要的市场定位是非常重要的。就像许多新加入这个行业的人一样,你也许想要涉足横幅和贴纸业务这方面,也或许你更喜欢海报印刷和相片打印,你可能甚至想尝试汽车包装印刷这方面的业务。以上选项无论是哪一种,一个环保溶剂型印刷机或者印刷切割机将是一个不错的选择。另一方面,如果你刚刚开始你的业务,你想要打印奖状、手机盖或个性化礼品,那么一个小型的紫外线固化印刷机就足够了。有了这么多的机型种类可供选择,新兴的印刷服务供应商就需要思考如何获取利润,以及预估什么业务在未来是有用以及有利可图的。

“There are three distinct types of printers to consider," Roberts adds, "eco-solvent, dye-sublimation and UV-cure. Each type has its own unique traits. With this in mind, understanding the capabilities and limitations, and knowing how each type of printer works for each market, will help ensure a smart purchasing decision,” Roberts adds.

罗伯茨补充道:“有三种不同类型的印刷机可以纳入考虑的范围,生态溶剂型印刷机、染料升华印刷机和UV固化印刷机。每种类型都有自己独特的优点,考虑到这一点,了解每种印刷机的功能和不足,并了解每种类型的印刷机针对的市场,将有助于做好合理购买的决定。

Models With Print/Cut Options

印刷和切割兼具型号

Printers with built-in vinyl cutting capabilities have been a very popular choice among smaller shops looking to get the most versatility from a single unit while still maintaining a small footprint and an affordable price point.

具有内置乙烯基切割功能的印刷机在小型商铺中是非常受欢迎的选择,他们希望从单个机型中获得最多样化的功能,同时仍保持小型的尺寸和实惠的价格。

“As printer price points move downward, we’re also seeing an increase in capabilities for more diverse applications," says Josh Hope, senior manager, Industrial Printing Business Development & Marketing at Mimaki USA, Suwanee, Georgia. "For example, a few years ago, an entry-level printer may have been an aqueous- or eco-solvent-based printer marketed to produce posters and signage. While that is appealing in its simplicity, some entry-level printers now can do much more—such as print/cut devices or dye sublimation with fluorescent inks.”

佐治亚州苏万尼Mimaki美国工业印刷业务开发与市场部高级经理Josh Hope说:“随着印刷机的价格下滑,我们也看到了更多样化的应用功能的增加。例如,几年前,入门级印刷机可能是以水性油墨或生态溶剂为基础的印刷机,可以生产海报和标牌。虽然这种机型简单易用,但现在一些入门级印刷机可以做更多的工作,例如印刷切割功能兼具或使用荧光油墨进行染料升华。

 

Hope adds that with a print-and-cut device, users can print onto a variety of media to create labels, posters-to-size, even T-shirt transfers using eco-solvent inks. “The dual-capabilities of a print-cut device reduces costs, as only one unit is required to do both functions; plus, it saves valuable floor space particularly for shops watching their overhead.”

Hope补充说:使用印刷和切割兼具的设备,用户不仅可以在多种媒体上进行印刷以创建标识,还可以使用环保溶剂油墨对海报,甚至是T恤进行印刷喷绘。印刷设备的双重功能降低了成本,因为只需要一个机型就能兼顾印刷和切割这两个功能;此外,它节省了宝贵的占地面积,特别是对于自己开店营业的商家十分有利。

Daniel Valade, product manager, color products at Roland DGA points out that eco-solvent printer/cutters like Roland’s TrueVIS series give entry-level users a wide range of choices at different price points to suit their budgets and specific needs. “The TrueVIS printer/cutter family includes entry-level devices like the 30" SG-300 which is perfect for those looking to break into print/cut applications or add print/cut to their existing applications.”

Roland DGA公司彩色产品经理Daniel Valade指出Roland的TrueVIS系列一样的环保溶剂印刷切割机可以为入门级用户在不同的价格方面提供广泛的选择,以满足他们的预算前提和具体需求。TrueVIS印刷切割机系列拥有的入门级设备,如可以印刷30英寸幅面的SG-300机型,非常适合那些希望使用印刷切割应用程序或添加印刷切割功能到现有应用程序的用户。

However, Matt McCausland, product manager, professional imaging, Epson America, Long Beach, California, says that as wide-format printing technologies continue to advance in terms of speed, productivity and versatility, he's found that the entry-level customer has to keep one eye on the future when deciding on hardware.

不过,加利福尼亚州长滩的爱普生美国专业影像产品经理Matt McCausland表示随着宽幅印刷技术在速度、生产率和多功能性方面的不断发展,他发现入门级客户在决定购买印刷机硬件产品时,必须将眼光放长远一些。

“This is particularly true when evaluating print/cut machines versus a separate printer and cutter," McCausland explains. "Costs being similar, it makes more sense for the future of their business to have the increased production capacity that a standalone printer and separate cutter offer. This is a trend we’ve started to see, especially as the prices of standalone 64" printers—our SureColor S40600 for example—have come down to a level where a printer and cutter can be purchased for the same price as a 54" print/cut machine,” he says.

McCausland解释说:“在评估印刷切割机与独立的印刷机和切割机时尤其如此。在成本相似的基础上,提高独立印刷机和切割机的生产能力,对于公司未来的业务更有意义。这是一个我们可以看到的趋势,特别是64英寸的独立印刷机(例如SureColor S40600系列)的价格已经与54英寸印刷切割机的价格相持平了。

 

Ink Choices are Important

重视墨水的选择

Fabrizio Soto, general manager, Industrial Business Unit at OKI Data Americas, Escondido, California, points out that one of the most important things to consider when deciding on a new wide-format printer is the ink type. “Will you go with eco-solvent, latex, aqueous, UV-cure? There are pros and cons to each. And while there are ‘no one size fits all' solutions, there are certainly machines that will serve certain applications better than others.

加利福尼亚州埃斯孔迪多的OKI Data Americas公司的业务部总经理Fabrizio Soto指出“更换一个新的宽幅喷墨印刷机之后,你要思考的最重要的事情就是选用何种类型的墨水。生态溶剂型墨水、乳胶墨水、紫外线固化墨水皆有利有弊。虽然没有一劳永逸的解决方案,但是总有一种机型是比其他的机型能更好地服务我们正在进行的业务的。”

“For example, if any of your work goes outdoors, durability is king. Finding a printer that is versatile but can provide outstanding durable prints with or without lamination will be important,” he says.

“例如,如果你的工作几乎都在户外进行,那么耐久性对于你而言就十分重要。一个多功能印刷机如果在工作的同时还能提供非常耐用印刷成品或进行非层压印刷操作,就非常理想了。

Understanding the different types of printers—and their ideal output—goes hand-in-hand with market research, Soto says. “Once you begin to recognize how your shop can fit into the market it will become more obvious which ink type will best serve your needs.”

Soto说“进行市场调研能够帮助你更好地了解不同类型的印刷机以及它们理想的产出量。一旦你对这个市场开始有所了解并准备适应这个市场时,你就会更加明了哪种墨水最适合你的需求。”

He adds that another important factor is color gamut. “Today, most printers are pretty good with color, but the trick is to ensure that you get that same great color every day, no matter the print mode. Shops that are just getting started tend to look at only the immediate future and how they can get into the market as inexpensively as possible. Many will outgrow their printer faster than expected. When productivity picks up, they find themselves stuck with an inefficient printer that has a life expectancy of only two to three years. Instead, consider a more versatile printer that allows you to grow into it,” he says.

他继续说:另一个重要因素是对色域的考虑。如今,大多数印刷产品的颜色都相当不错,其诀窍在于无论使用哪一种印刷模式,都要确保每天都能获得相同的色彩体验。部分商铺在刚开始开展业务时只着眼于近期的发展,以及如何可以尽可能花少一点的成本进入市场,从而导致许多人都会比他们预期得更早地更新或更换他们的印刷机。当产量上升时,他们就会发现他们反而陷入了一种低效的工作节奏里,因为他们先前购买的印刷机的预期寿命只有两三年。相反,考虑使用功能更完备的印刷机,能够帮助你的业务得到更好的扩展。

Entry Points and Applications

入门标准和应用程序的选择

McCausland says that, depending on the applications needed, the “entry point” for wide-format digital printing should be somewhere around $12,000 for the printer, plus whatever finishing equipment is required. “Again, customers have started to make decisions in the entry-level space with an eye to the future, so they want to get a good balance of production with low capital investment and/or lease payment.”

McCausland说根据你的应用需求,宽幅数码印刷机的入门标准应该在12000美元左右,另外还需要加上对加工设备的投资。其次,客户开始在初次涉及这个行业时就着眼于未来,因此他们希望能在优质的产量和低成本的投资或租赁支付之间取得一个良好的平衡。

Conrad points out that, again, depending on the application, the entry point for wide format digital printing can be under $10,000. "With just a small 24" eco-solvent printer a small 24" cutting plotter, a small heat press and some simple software, you can be in business for applications such as vinyl printing, stickers small banners indoor and outdoor signage, labels and transfer textile printing," he says.

康拉德指出:根据市场应用的实际情况,宽幅数码印刷业务的入门标准也许低于10,000美元。你只需一个小型的24英寸环保溶剂打印机,一个小型的24英寸的刻字机,一个小型的热压机和一些简单的软件就足够了。拥有了这些设备,你可以在你的业务中进行乙烯基印刷、室内室外小横幅标识、标签印刷和织物转印印刷。

“We believe it’s important to find out what the business owner’s target applications are, before discussing an entry point,” Hope says. “Different technologies serve an array of applications—what suits one may not suit another. Getting a good handle on target applications, volumes and growth forecasts is necessary. Will the primary applications be for indoor or outdoor? Will it be used for signs and banners? Soft signage? Rigid graphics or printing on objects? What’s the minimum width required? What are the projected volumes in three, six, 12 months and beyond? A qualified, manufacturer-authorized dealer can be the best guide in determining the right entry-level product, based on these and other factors.We strongly recommend working with only authorized dealers to help determine the best technology, format, ink, media, software and supplies to get started,” he adds.

Hope说:“我们认为,在讨论入门标准之前,了解商家的真正想投入使用的应用程序是很重要的。不同的技术服务为不同的应用程序服务——适合这个应用程序的技术也许就不适合另外一个应用程序。对目标应用程序、数量和增长预测做好准备工作是非常有必要的。这个应用程序主要会用于室内还是室外?它会用于印刷标牌、横幅或软标牌的业务吗?是直接成形还是印刷在材料上?所需的最小宽度是多少?三个月、六个月、十二个月的预期产能各是多少,有没有增加的可能性?一个合格的制造商授权的经销商可以在以上问题和其他因素的基础上,找到合适的入门级产品的最佳指南。我们强烈推荐使用唯一的授权经销商来确定最佳的技术、幅面、油墨、媒体、软件、耗材,并以此帮助推进你业务的开展。

 

Justifying Costs vs. ROI

分析成本与投资回报率

Roberts points out that justifying the cost of the printer is actually a poor way of looking at the investment. “You really need to look at the return on investment (ROI). The ROI for any printer starts with what is going to be printed.Regardless of the type of printer, the minimum desired ROI should equal the monthly payments on the inkjet, plus overhead. But again, the type of market will define how the ROI is achieved, and better yet, how the profits beyond the ROI are achieved.

罗伯茨指出:“只根据印刷机的成本来判断收益的投资方式非常差劲。你真正需要在意的是投资回报率(ROI)。每一个印刷机的投资回报率从第一次印刷开始算起,无论是哪种类型的印刷机,最低的投资回报率都应该与当月在喷墨工作和其他款项的支出方面相持平。但我还要说的是,投资回报率的实现形式取决于你所处的市场类型,最好的情况是获得投资回报率以外的利润。

“There are simple calculators available based on the number of printed products that can be produced in one hour. The retail price minus the cost of the materials (media and ink or blank product and ink) is multiplied by the hours in the day typically spent printing (usually six is factored).”

“一个小时内可以印刷的产品数量使用简单的计算器就可以算出来。即零售价格减去材料(印刷材料和油墨或者空白产品和油墨)价格的成本乘以在印刷过程中使用的时间(通常是6的倍数)。

Roberts says that essentially, you take the cost to produce and subtract that from how much you can sell the product for, and then multiplying that by the hourly production rate. “Roland works very closely with dealers and end-users to show the cost and ROI of printers,” he adds.

罗伯茨说:从本质上讲,以上的算法就是减去生产本身所需要成本,再减去你销售的产品价格,然后乘以每小时的生产率。Roland通过与经销商和终端用户的密切合作,来展现他们印刷机的成本与投资回报率。

Hope says that there’s great variance and too many components to provide a comprehensive answer to this question. Location (overhead costs), labor rates, financing, machine and ink type, consumables, software, media, finishing, etc., can all affect the production cost to varying degrees. “Low cost-of-entry doesn’t always translate into better value because of hidden consumables, service or other printer-related expenses. Once a printer/ink type is determined, we recommend preparing an ROI that takes into consideration monthly costs for equipment, labor and overhead, and calculate that to return a ‘cost-per-day’ to run. Then determine a realistic ‘sellable-per-day’ square footage rate from that data, to get a good idea of production needs, costs and return. This is a highly simplistic model but will help start the conversation about how much is needed to sell to achieve a good ROI. Printer manufacturers and experienced dealers can be very helpful in developing an ROI based on an individual business,” he explains.

Hope说:“巨大的差异和组成因素可以为这个问题提供一个全面的回答。生产地点(间接成本)、劳动力成本、融资、机型和墨水类型、耗材、软件、媒体、后期的修整等等都可能在不同程度上影响生产成本。由于一些容易被忽略的材料支出费用、服务和其他与印刷有关的费用,低价的入门成本有时并不能顺利地转化为更好的收入回报。一旦确定了印刷机型或油墨类型,我们的建议是将每月的设备成本、劳动力成本和其余的间接费用进行一个整合,来比较每天的支出成本和收入回报。这个结果将从数据中整理出一个较为真实的‘每日利润额’的坐标轴,来帮助我们了解生产需求、成本支出和收入回报。这是一个非常简单的模式,但能够帮助我们把握所需要的销售额来实现良好的投资回报率。印刷机制造商和经验丰富的经销商在开发基于个人业务的投资回报率方面将会为我们提供很大的帮助。

What Types of Projects and Volumes are Required?

需要什么类型的项目和多大的印刷量

Conrad says that print volume requirements are very dependent on the market you’re going after and the customer base you're serving. Also the margins available for the product to be produced should be considered.

康拉德说:“对于印刷量的需求很大程度上取决于你要经营的市场和你所服务的客户群体。另外产品生产利润也应该纳入考虑范围之中。

“Dye sublimation and some specialty UV printing will allow for higher margins and a faster return on investment, and it may not be as competitive as traditional sign market is," Conrad says. "Again, it's important to understand what your ROI is, your material costs, what your labor and overhead are going to be, and what pricing the market will bear that will allow you to be competitive and still make money—and seeing who your competitors are, what are they selling, and to who. Understanding all of these will help you be successful in your venture,” he adds.

康拉德接着补充:“染料升华技术和一些专门的UV印刷技术将带来更高的利润和更快的投资回报率,这种技术的运用和传统的标识市场竞争有很大的区别。并且,重要的是你自己要了解投资回报率意味着什么;你的材料成本、劳动力开支和其余的间接消费是多少;你要制定一个什么样的价格才能让你的产品在市场中具备竞争力和赚取收入;最后你可以注意一下你的竞争对手是谁,他们销售的产品是什么,以及他们将这些产品销售给谁。对以上所有因素的思考将有助于你在事业中取得成功。

McCausland also reports that projects and volumes vary widely depending on the applications the printer will handle. “This is why we see many shops trying to differentiate their print offering to provide better quality, unique application and different media where they can charge a higher price for the final print, and therefore would be either more profitable or be able to sustain their business with less initial volume. We have found that many customers can justify the price (and in some cases even pay off the entire printer) with one or two jobs.”

 McCausland也在报告中提到:项目的选择和印刷数量根据印刷机的应用处理模式而有很大差异。这就是为什么我们看到许多商店试图对他们的印刷成品进行分类,以提供更好质量的服务。独特的应用模式和不同的媒介需求,可以使他们的最终印刷品赚取更高的价格,因此他们要不就选择更有利可图的业务或是在业务初期先保持较少的印刷量。我们已经发现,许多客户可以通过对不同产品进行对比来对价格做出一个判断(甚至在某些情况下可以一次性付清整个印刷产品的款项)。

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