There is a broad industry trend today where commercial print service providers (PSPs) are entering the wide-format graphics market. This trend is growing for a number of reasons, including a decline in many traditional print revenue streams, a high level of commoditization for digital small-format printing, newer technologies eating away at profits and the demand among many clients for mass personalization.
如今，商业数码印刷服务提供商（PSPs）逐渐进入宽幅图形印刷市场，并且这种行业现象呈上升趋势。促使这种趋势上升的原因有很多，比如许多传统印刷服务的收入来源减少、数字小幅面印刷商品化程度高、新技术带来的利润提升以及众多客户群体的个性化需求。
By diversifying and adding new services to their business, these print professionals are hoping to establish new revenue streams and ensure their long-term success. A study by the International Sign Association (ISA) found 50 per cent of commercial PSPs have already invested in wide-format systems. This means there are many more yet to make the transition.
通过促进业务多元化和增加新服务，这些数码印刷行业的专业人士希望建立新的收入来源并确保其来源长期保持稳定。国际标识协会（ISA）的一项研究发现，50％的商业数码印刷服务提供商已经开始投资宽幅图形印刷业务。这意味着未来还有更多的人加入这个行列。
Another ‘pull’ factor is the health of the wide-format printing market which, according to an industry forecast by research firm InfoTrends (now part of Keypoint Intelligence), continues to experience a compound annual growth rate (CAGR) of 19 per cent. Every year, new applications and new clients make wide-format graphic production an exciting, evolving business to be in. The market is still wide open.
另一个“极具吸引力”的因素是宽幅图形印刷市场前景的兴旺，根据InfoTrends研究公司（现在是Keypoint Intelligence公司的一部分）的行业预测，宽幅图形印刷市场继续实现了19％的复合年增长率（CAGR）。每年的新技术和新客户使宽幅图形印刷制造成为一个令人兴奋的、不断发展的业务，使这个市场具有广泛的潜力。
That said, for those professionals—including signmakers—who are just starting their wide-format journey, there are a number of important considerations as they get into the process. Fortunately, there are also many resources available to help them.
也就是说，对于那些正在准备发展宽幅图形印刷业务的专业人士（包括签约者），在他们真正着手去做之前，要做好充分的思想准备。幸运的是，很多现成的资源可以帮到他们。
Cost of entry and customer strategy
准入成本和客户策略
Too frequently, prospective wide-format printing professionals focus on the financial strategy to purchase an expensive piece of equipment without giving equal thought to their customer strategy. They research their hardware options, attend trade shows, visit manufacturers and existing wide-format print shops, view product demonstrations and undertake benchmark testing before making any decisions.
很多时候，准备进行宽幅图形印刷专业人士总是将注意力集中在财务方面上，即购买昂贵的设备器材，而往往忽视了客户需求。他们研究对硬件的选择、参加贸易展览、拜访制造商和现有的宽幅图形印刷商店、查看产品演示并做出基准测试，然后再作出决定。
This capital equipment purchase process can take a year or longer, with the cost of entry for the wide-format market ranging from US$350,000 to US$1.7 million when considering the whole picture, including printing and finishing equipment, plus operations. The undertaking is certainly significant and a highly educational experience for the first-timer.
这种需要资金投入的设备购买流程可能需要一年或更长的时间，考虑到整体情况，包括印刷、设备修理以及运营投入，宽幅图形印刷市场的准入成本在35万美元到170万美元之间浮动。动手能力和工作经验都是非常重要的。
The learning curve ends up continuing after the equipment is installed, however, once the shop’s staff determines how to optimize its use and, most importantly, how to sell wide-format graphics to customers.
在设备安装完成后，学习曲线就会停止，但是，一旦店内员工决定如何优化其使用，最重要的是如何向客户销售宽幅印刷图形。
PSPs are counselled instead to put forethought into their customer strategy for wide-format graphics, long before any new equipment is installed. One major difference from commercial printing, for example, is the increasing degree of post-print finishing demanded by clients, a trend that is likely to continue. As such, a new sales strategy will need to be developed, with staff trained to understand which finished products are planned to be produced in which volumes, so as to hit the ground running once the new equipment is operating.
在安装新设备之前，印刷服务提供商都可以提供咨询业务，而关于宽幅印刷图形的客户策略方面的问题可以暂时先放在一边。这里和商业数码印刷的一个主要区别就是，客户对于印刷产品后期保修的要求越来越高，并且这个趋势可能会不断地持续下去。因此，开发新型的销售策略就显得非常有必要了，员工通过接受培训，了解成品尺寸大小，以便在新设备运行后立即投入工作。
By way of example, a commercial PSP may be looking to purchase a roll-to-roll (RTR) inkjet printer to produce vinyl graphics for point-of-purchase (POP) and outdoor applications. Even if this plan is a great fit for the needs of the shop’s current customer base, aligns with its existing product line and is feasible at the right price point, there is the issue of ensuring a successful post-printing process.
举例而言，商业数码印刷服务提供商可能正在寻求购买卷对卷（RTR）喷墨印刷机以生产焦点广告（POP）和户外应用的乙烯基图形。即使这个计划非常适合现有客户群的需求，与现有的产品线一致，在合适的价格方面是可行的，但是确保后期印刷过程的顺利完成就成为了一个问题。
In many cases, printed vinyl output needs to be laminated before it can be sold as an effective application for real-world use. This raises the question of what kind of laminator is needed for the job, which can deliver the right product to the customer at a price that is profitable for the shop.
在许多情况下，印刷出来的乙烯基图形需要经过覆膜才能作为有实际效用的图形用于出售。那么工作时需要一个什么样的覆膜机就需要好好思考一下了。解决好这个问题，有利于商店以一个有利可图的价格向客户提供合适的产品。
There are both hot and cold (heat-assist) laminators and their costs differ. A hot laminator operating with heat on both of its rollers is more expensive than a heat-assist laminator, but requires less expensive consumables (i.e. lamination materials). So, the overall volume of output should be analyzed to determine which type of machine will recover its capital investment within a given period. Identifying how much output will be printed and laminated requires an understanding of how the shop’s customers will use wide-format graphics, including short- and long-term applications.
热覆膜机和冷（热辅助）覆膜机所消耗的成本不同。由于操作热覆膜机时，它的两个滚轴都会产生热量，所以此时消耗的成本也高于热辅助覆膜机，但是耗材（即覆膜材料）成本低。因此要通过分析输出总量来确定在预定的周期内，哪一种机器可以恢复前期的资本投资。而要确定印刷和覆膜的产量到底是多少，就需要弄清楚客户会如何使用宽幅印刷图形，包括长期使用和短期使用。
Similarly, if a PSP plans to buy an RTR printer to produce banners, for example, the plan may be based on the assumption of ease of entry and ramping up to profitability, but it is necessary first to think about where, how and why customers will be using those banners. Large volumes may dictate the addition of a roll cutter, a sewing machine (e.g. for pole pockets) and/or a grommet machine to increase the efficiency of post-print finishing and reduce labour costs. Another option is to outsource finishing services to a third-party trade supplier, but the extra costs of those services could erode profits.
同样，如果一个印刷服务提供商计划购买一台卷对卷印刷机来生产横幅，那么这个计划就很可能是基于对市场准入的难易程度和盈利能力提升空间的一个考量而做出来的，但是思考客户为什么要用这个横幅，要把横幅用在哪里、为什么用弄清楚也是非常必要的。大量的生产可能会决定加购轧辊切割机，一个缝纫机（例如杆袋）或者一个索环机可以提高成品的后期使用效率并降低人工成本。另一个选择是将终端成品服务外包给第三方贸易供应商，但这些服务花费的额外成本可能会削减原有的利润。
Staffing
人员投资
Any investment in new equipment needs to be coupled with an investment in staff to operate it efficiently. An experienced operator understands colour profiling and other complexities of digital wide-format inkjet printing, will get the best performance out of the equipment and can train other employees accordingly.
想要有序地开展工作，不仅需要对设备进行投资，对员工的投资也非常重要。一个了解数字宽幅喷墨印刷的色彩分析和其他的复杂问题的经验丰富的操作员，可以发挥出设备的最佳性能，并能够相应地培训其他员工。
It can be hard to find good help in this field, but with the ongoing increase in wide-format graphic production, many operators have already successfully transitioned away from the traditional commercial side of the industry. If they are treated well and given the opportunity to step up to new challenges, the business will grow smoothly.
这个领域很难提供很好的帮助，但是随着宽幅印刷图形制作的不断增加，许多运营商已经成功地从业界的传统商业方面转换过来了。如果他们能够得到很好的业务扶持并给予他们迎接新挑战的机会，那么这项业务将会进行得相当顺利。
Profitable applications
盈利方式
In the wide-format graphics market, gross margins are approximately 50 per cent, with net margins ranging from 10 to 20 per cent, depending on the specific application.
在宽幅印刷图形市场，毛利率约为50％，净利润大约是从10％到20％，具体的还是取决于盈利渠道。
Companies looking for the most profitable growth may want to focus on the higher-margin applications, such as window, wall and floor graphics, soft signage and interior decor, depending on which product line extensions make sense for their business model. Working with vendors with expertise in equipment, inks, media, workflows and support across such applications can help a PSP set short- and long-range goals in this respect.
一个公司如果想寻求最有利可图的业务，也许就会把注意力放在高利润的渠道上，比如窗口、墙壁、地面图形、软标牌和室内装饰，具体选择哪种渠道取决于扩展哪些产品线能对其业务模式的发展提供帮助。与具有专业设备、油墨、媒体、工作流程和支持的销售商合作，可以帮助印刷服务提供商在这方面设定短期和长期目标。
That said, another option is to grow the business beyond its existing customer base. Growing markets for wide-format graphics include not just the likes of retail, food service and entertainment, but also health care and construction, among others.
也就是说，另一个选择是将业务拓展到现有的客户群之外。宽幅印刷图形的不断成长的市场不仅包括零售、食品服务和娱乐行业，还包括保健和建筑行业等。
Future expectations
未来的期望
Another important consideration is the expected lifespan of the newly purchased equipment. Wide-format printers are typically used for only three to five years before another technology that delivers faster speeds and higher resolutions becomes feasible, while finishing equipment may last for about 10 years. Of course, it is ultimately up to PSP to determine when the business is ready to advance to the next level and upgrade its equipment.
另一个重要的考虑因素是新购买的设备的预期寿命。一般情况下，宽幅图形打印机的使用期限是三到五年，而现在一种能够提供更快速度和更高分辨率的技术可以用以设备维护，并将设备的寿命延长至10年左右。当然，什么时候将业务提升到一个新的水平和进行设备更新，主要还是由印刷服务提供商们来决定。
Beyond printing and finishing, there are also in-house business opportunities in kitting and installing wide-format graphics. Again, the needs of the PSP’s customer base will help determine if these opportunities are viable now or at a later date.
除了印刷和维修之外，还有内部商业机会，可以搭配和安装宽幅印刷图形。同样，印刷服务提供商的客户群的需求将有助于确定这些机会到底是现在可行还是以后可行。
In other words, when shops expand into wide-format graphics, it is beneficial to consider all aspects of the process. Wide-format printing may represent a natural extension of a shop’s product line, with the current customer base providing demand for lots of work, but the key is to evaluate how exactly the company will sell those graphics, in which volumes, to which specific customers.
换句话说，如果商店想把业务扩展到宽幅印刷图形，考虑该过程的所有方面就是必要的。宽幅图形印刷也许代表了店铺产品线的自然延伸，就目前而言，客户群对宽幅印刷图形的需求量是巨大的，但是关键还是看公司如何去售卖这些图形、售卖多少以及针对的特定客户是怎么样的。
