How to deal with b2c market for printing and packaging enterprises

How to deal with the b2c market? For most printing enterprises, BtoC (Business to Customer) has become an unavoidable market, not only because of the growing consumer population, but also because the threshold for this market is not high. Therefore, more and more commercial printing enterprises hope to invest in several digital printing machines and then build a website portal to share a cake in this market. However, things are far from as simple as they think. The BtoC market has put forward new requirements for enterprise color management capabilities, and more importantly, enterprises are facing a completely different customer group.
Market Challenges
Not only in the UK, the BtoC market has gradually demonstrated its irresistible appeal, and more and more printing companies are looking to enter the growing B2C market to provide consumers with products including photo albums, gift cards, or other customizable products.
"But this is very strange to us." Trevor Price, the director of 21 Colour, a commercial printing company based in Glasgow, England, said that he was not talking about a new printing technology, but rather dealing with ordinary consumers. Colour is a successful company that prints brochures and other commercial products for commercial organizations, but establishing a new business unit to provide photo album products to ordinary consumers has become a significant challenge. Entering the BtoC field, printing companies are more likely to face challenges that do not come from the technical level, and consumers have completely different expectations for transactions with enterprises.
Fickle consumers
Capturing consumer needs is far more complex than installing some new hardware devices. "They are fickle, and printing companies need to adapt to them, but how do you attract their attention?".
Tom Pickford is a business development manager for a company that provides customized home decoration prints. He believes that the most important thing for printing companies is to realize that consumers are completely different from the customers we have previously contacted.
"Our past customers have been more focused on technology, and what they value is what kind of equipment we have," he said. "However, in the BtoC market, consumers are only interested in images. They will think, 'I'm not going to go shopping and get a roller shutter, I get a roller shutter because it means I can have this amazing image.'"
This is the fact that trading in the BtoC market has become more emotional, making it very difficult for the printing industry to understand it.
Select Product
Since the consumers we face are very emotional, it becomes very important to provide what kind of products. Product selection is not a simple process, and a creative idea is very rare. If you have a unique idea, you must ensure that there is a market; If you want to enter an already developed market, such as photo albums, you must ensure that your product can bring different things.
After having a product, the enterprise must determine who the customer is and how to persuade them to pay for your product. For some companies, there will be specific standards to narrow down target consumers and identify information about target consumers, rather than just limiting it to the most basic information. We need to promote our products through a wide range of marketing activities. In the future, enterprises need to build a customer database and develop targeted marketing strategies.