HP Latex 800 & 700 printers.
惠普Latex800&700打印机。
Today, everywhere you go, dozens (if not hundreds) of messages are vying for your audience’s attention. And it’s not just other signage. Every person you’re trying to reach is carrying a distraction factory in their pocket—assuming it’s not already out in their hands and keeping them from seeing the stunning signs you’ve worked so hard on.
如今，无论消费者走到哪里，总会有起码几十上百条来自各种标识的信息在争夺着他们的注意力。但竞争不止于标识，作为投入广告标识的商家来说，想要接触的每个人现在口袋里都有一个分散注意力的娱乐工场——智能手机。因此，商家和标识生产商（PSP）辛苦的工作所带来的富有魅力的标识只能在手机还没有被拿在手上时有所作用···
In a large-format print market now worth billions, the PSPs who offer something extra can reap huge rewards.
在当今价值数十亿美元的大幅面印刷市场中，能够提供额外服务的PSP可以获得更加丰厚的回报。
Large-format printing continues to be a profitable segment. By 2025, the worldwide market for large-format printing will be worth $11.2 billion. Despite this prodigious growth, parts of the core large-format business are becoming increasingly commoditized.
大幅面印刷市场的蛋糕并没有做到极限，也没被分完，仍然有利可图。预计到2025年，全球大幅面印刷市场规模将达到112亿美元。并且尽管增长量非常惊人，但部分核心的大幅面业务正变得越来越商品化。
This is particularly true for deliverables such as banners and posters, which are some of the easiest applications to produce. This has prompted some print service providers (PSPs) to use the period of upheaval we are going through to re-position and diversify their businesses. They are doing this by expanding into higher-profit applications as a natural next step. Some applications are simply worth more.
这种现状对于诸如横幅和海报之类的交付产品尤其如此，因为这类产品是最容易生产也最常见的大幅面印刷分类，从而促使一些PSP在全世界共同经历的疫情危机的动荡时期，顺势重新定位自己的产品和服务，使得业务多元化。他们自然而然地将常见的横幅和海报扩展到具有更高利润的产品中，当然，有些产品只是单纯地具有高利润。
横幅与海报
Differentiation is key to growth. This realization has sparked a dash to innovate, with printers looking for new business models, new opportunities, and even new types of product to help them prosper in the locked down business landscape. The best way to do that is to diversify and be able to offer something your competitors do not.
差异化是业务增长的关键——越来越多的PSP都有了这样的共识。这种认识也激发了创新的冲刺，打印机的作用不再单一，PSP正在利用它们寻找新的商业模式、新的机会，甚至是新型的产品，以帮助他们在疫情封锁期间的商业环境中繁荣发展。做到这一点的最佳方法无疑是多样化，并能够提供竞争对手无法提供的服务。
If Necessity is the Mother of Invention, Lockdown is Its Father
如果需要是发明之母，那么疫情期间的封锁就是发明之父
No one can accuse the large-format sector of failing to be inventive and entrepreneurial. When the pandemic hit, many PSPs switched almost instantly to printing public-health and social distancing signage.
当然，大幅面印刷企业的创造力和企业家精神不应该受到指责。在疫情严峻的时期，许多PSP几乎立刻从日常的生意转向为印刷公共卫生和保持社交距离的标牌——无论是从危机时刻的盈利决策还是为社会服务的公共意识方面都无可指摘。
保持社交距离标牌
Many print providers have moved into the creation of signage and other public-health information assets to help clients cope with the current emergency. “We saw a big interest in the social-distancing templates from print providers who were moving fast, to help their communities and keep business flowing during lockdown,” says Tom Wittenberg, HP Large Format Events and Industry Relations Manager, NA.
许多PSP已着手创建标牌和其他公共卫生信息资产，以帮助自己的客户应对当前的紧急情况。惠普（北美）大幅面和行业关系经理汤姆·威登伯格说道：“我们在对社交距离模板的制作方面进展非常迅速的PSP身上看到了巨大的商业价值，这些模板可以帮助他们所在的社区安全运转，并且在封锁期间保持自身业务的顺畅。”
As well as producing signage for social distancing, many print providers are also accelerating the development of online businesses while looking for new ways to differentiate their company by providing new and innovative high-value and high-margin applications. These high-value applications include window graphics, vinyl clings and two-sided stickers.
除了为社会提供保持社交距离的标牌外，许多PSP也在加速线上业务的发展，同时寻找通过提供新颖和创新的高价值、高利润产品的新方法来将自己和市场上其他公司进行区分。这些高价值的产品包括窗口图形、乙烯基贴图和双面贴纸。
窗口贴图
双面贴纸
Another aspect of how PSPs have responded is by developing the ability to work remotely with clients who are no longer able to physically attend the print provider’s premises or input into the print process. The challenge has been to find ways to work with remote clients while keeping the actual business of printing running efficiently. At the same time, PSPs are optimizing their cost structure and actively searching for efficiencies.
PSP作出响应的另一个方面，是在面对那些有印刷服务需求，但疫情下无法再到现场的办公地点参与和PSP进行共同设计和制作过程的那些客户时，与他们进行远程交互工作的能力。这项工作所面临的挑战是寻找到合适的与远程客户合作的方法，同时保持印刷的实际业务能够高效运行。同时，很多PSP正在优化其成本结构并积极寻求效率。
New Technologies and New Opportunities
新技术，新机遇
With this need for high-quality public-health signage, comes opportunity. Across the industry, we’re seeing an upward trend for printer décor applications that are not just purely informative, but also “high-value,” creating particular experiences for the end-user.
对于高质量公共卫生标牌的需求带来了机遇。在整个大幅面印刷行业中，会发现印刷装饰产品的占比呈上升趋势，这种产品不仅能够容纳丰富的信息，而且还具有“高价值”，能够为终端用户创造特殊的体验。
A recent HP study of large-format print providers in Germany, India, and the United States found that the average profit margin for some types of signage was significantly higher. These included window signage and short-term textiles and backlight graphics. Looking at the three highest-grossing applications the study found that 60 percent of all orders were printed on latex printers, almost twice the number produced on solvent printers. Industry research shows that for the highest-margin applications, HP Latex is the technology of choice.
惠普在近期对德国、印度和美国的大幅面印刷供应商进行的研究中发现，某些类型的标牌的平均利润率相比其他类型来说要高得多。其中包括窗户标牌、短期纺织品和背光图形。在考察这三种销售量最高的产品后，结果发现全部订单中有60%是在乳胶印刷机上打印的，几乎是溶剂印刷机上打印数量的两倍。行业研究表明，对于利润率最高的产品，HP Latex系列打印机是不错的技术。
“In many high-value categories, customers want most print jobs on latex,” said Wittenberg. “Because many providers don’t have latex printers, a lot of these jobs end up being outsourced. For providers who do have the right hardware, this creates the opportunity to build two new revenue streams: the jobs that come to them directly, which they no longer have to outsource, and the jobs that other PSPs bring to them. And the best way to do this is to take advantage of the unique competitive edge provided by HP Latex 700/800 Printer Series. As a result of their versatility and their white ink capabilities, HP Latex 700/800 Printer Series help PSPs deliver services in-house that would traditionally have been outsourced.”
威登伯格说：“在许多高价值的产品类别中，客户希望在乳胶机器上进行大多数的印刷工作。由于许多PSP自家没有乳胶印刷机，因此很多工作最终都外包了，这意味着不小一部分利润的流失。而反之对于拥有合适硬件的供应商，这就为建立起两个新的创收方式提供了机会：直接承接的业务，由于自家有机器无需外包；以及其他没有机器的PSP外包给他们的工作。最好的方法当然是选择先进、合适的打印机系列所能提供的独特竞争优势。比如惠普Latex700/800系列打印机独有的多功能性和白色墨水功能，帮助使用它们的PSP在自己的工厂中完成了之前只能外包的服务。”
Another stand-out feature of the latest and most advanced HP Latex printing technology is the ability to use white ink. In some applications, using white ink to enhance effectiveness can help print providers increase margins by up to 13 percent (based on a research conducted by Keypoint Intelligence July 2020 and commissioned by HP, over 100 print service providers across the U.S., Europe, and India).
继续拿惠普Latex举例，最新、最先进的打印技术的另一个突出特点是能够使用白色墨水。在某些产品中，使用白色墨水增强效率可以帮助PSP将利润提高多达13%（根据2020年7月由惠普委托Keypoint Intelligence进行的调研得出的结论。该项调研覆盖美国、欧洲和印度的100多加PSP）。
Take the Lead in an Evolving Print Market
引领不断发展的市场
“Thanks to HP Latex, print service providers can produce in-house high-value print jobs that can drive an average gross margin higher than 30 percent,” said Wittenberg. “The new generation of HP Latex 700 and 800 Printers radically improve the customer experience, helping to ignite business growth and adapt to future needs. We continue to innovate across our large format portfolio with new products and solutions to enable our customers to be equipped to win those high-value jobs they are after.”
威登伯格说道：“借助惠普HP Latex，PSP可以尽可能少的使用外包，自己生产出高价值的打印产品，从而使得平均毛利率提高30%以上。新一代的惠普Latex700/800系列印刷机从根本上改善了客户体验，因此有助于激发业务增长并适应未来的需求。我们以及行业内的机器制造商将继续通过新产品和相应的解决方案在我们的大幅面产品组合中进行创新，以使我们的客户有能力赢得他们所追求的那些高价值工作。”
As the market for large-format print evolves, PSPs need to find new ways to add value and stand out from their competitors. Upgrading to the latest generation of latex printers opens up new revenue streams, from existing customers and from erstwhile competitors, and it gives print providers the ability to produce a wide range of print jobs—that have a measurably higher impact for customers.
随着大幅面印刷市场的发展，PSP需要寻找新的方法来增加自身价值以在众多竞争者中脱颖而出。升级到最新一代的乳胶印刷机使PSP客户能够生产各种打印作业，从现有客户和以前的竞争对手中抢占新的收入来源，从而对客户产生可见的更大影响。
