Preface
The 2024 DRUPA exhibition concluded successfully on June 7th. Did you or your company participate in this grand event? SBL Machinery has been a key player in the post-press packaging equipment industry for over fifty years, specializing in the development and manufacturing of die cutting machines, folder gluer machines, and hot stamping machines. Naturally, we couldn’t miss this quadrennial event. We also participated in the 2016 DRUPA exhibition, and we were thrilled to attend again after eight years, quietly observing and noting the differences since 2016. Today, we are excited to share our insights from this year’s exhibition. We hope to provide SBL Machinery’s perspective, highlighting the differences from 2016, and to foster industry progress through this exchange.
1. Insight One: Changes in Overall Exhibition Visitors
The DRUPA exhibition returned with an in-person event in 2024. Based on SBL’s observations, the total number of visitors in 2024 slightly decreased. This section will delve into the main reasons behind this phenomenon, including the interruption of physical exhibitions and the pandemic accelerating digital transformation. Additionally, we will analyze changes in visitor demographics, particularly the rise of emerging markets in China, Africa, and the Middle East. These trends not only reflect the dynamic changes in the global printing market but also provide new insights and directions for future exhibitions.
1-1. Overall Decline in Visitors
According to official DRUPA data, the 2016 DRUPA exhibition attracted around 260,000 visitors from 183 countries. Although the 2024 DRUPA exhibition concluded successfully, the final visitor numbers have not yet been officially released. However, based on SBL’s observations, the total number of visitors appears to be slightly less than in 2016. We believe the main reasons for this include:
- Interruption of Physical Exhibitions
The last physical DRUPA exhibition was held in 2016. The 2020 event was canceled due to the pandemic, making this the first in-person exhibition since the pandemic. Both exhibitors and visitors might have had some hesitation or insufficient preparation time, leading to fewer participants. We believe that as the regular cycle of exhibitions continues, the number of visitors will increase and reach new heights. - Pandemic Accelerating Digital Transformation
Although the physical impact of COVID-19 was minimal by 2024, the pandemic in previous years accelerated the pace of digital and online technology development. Many companies chose to showcase their products online and participate in virtual exhibitions. This not only saves costs but also reaches a wider audience. The prevalence of online meetings and virtual exhibition platforms has reduced the appeal of physical exhibitions.
1-2. Changes in Visitor Demographics
- Increase in Chinese Visitors
According to recent market research data, China accounted for about 29% of the global printing market in 2023. China holds a significant position in the printing market, mainly due to the growth in packaging demand, the development of digital printing technology, and the expansion of e-commerce. The 2024 DRUPA exhibition confirmed this trend, with a noticeable increase in the proportion of Chinese exhibitors and visitors compared to the 2016 DRUPA exhibition. - Rise of Emerging Markets in Africa and the Middle East
According to printing-related research reports from Dataintel.com and the 6W research institute, besides China, the most promising regional markets are Africa and the Middle East. At the 2024 DRUPA exhibition, there was a noticeable increase in the number of visitors from the Middle East. Although visitors from Africa were still few, SBL Machinery has observed a significant increase in inquiries from the African region over the past one to two years through its digital marketing efforts.
2. Insight Two: Technology Trends
At the 2024 DRUPA exhibition, printing and post-press machinery showcased numerous eye-catching new trends and technological innovations. According to SBL Machinery’s observations, the exhibition highlighted significant advancements in industrial design, automation, and intelligent technology. Exhibitors not only presented more modern and user-friendly machine designs, enhancing operational convenience and safety, but also introduced advanced automation solutions to address the challenge of a shortage of new-generation technical talent. Additionally, the application of intelligent technologies, including the Internet of Things (IoT), artificial intelligence (AI), and big data analytics, achieved comprehensive digitization and intelligent management of production processes, indicating the future direction of the printing industry. This article will delve into these technological advancements and their impact on the printing industry.
2-1. Industrial Design Improvements
At the 2024 DRUPA exhibition, whether in printing machines or post-press machinery, the machine designs showcased significant improvements in industrial design capabilities across various manufacturers. Previously, European and American manufacturers held a leading position with more aesthetically pleasing designs. However, SBL Machinery has significantly improved its industrial design capabilities over the past decade, reaching the level of major European and American manufacturers, mainly due to a strategic partnership with Germany’s Heidelberg for contract manufacturing. This year, not only European and American exhibitors but also many Asian exhibitors have made substantial progress in machine design, presenting more modern and humanized designs that enhance both the aesthetics and operational convenience and safety. For example, machines now feature simpler, more streamlined designs with ergonomic considerations, making them more comfortable for operators to use.
2-2. Automation
Automation was a major highlight of this exhibition. As mentioned earlier, advanced countries have faced a declining birth rate in recent years, leading to a shortage of new-generation technical talent in the printing industry, driving the increasing demand and functionality of automation. Many exhibitors showcased advanced automation solutions aimed at improving production efficiency and reducing labor costs. For instance, the use of automation and modular settings minimizes adjustment time when changing workpieces, alignment, and print process monitoring, significantly reducing the need for manual intervention. Moreover, automation technology makes the production process more stable and efficient, reducing the likelihood of errors.
2-3. Intelligent Technology
Intelligent technology has become a prominent trend across all industries in recent years. Intelligent systems utilize IoT, AI, and big data analytics to achieve comprehensive digitization and intelligent management of production processes. For example, intelligent systems can monitor machine status in real-time, predict maintenance needs, and automatically adjust machine parameters to achieve optimal die cutting, folding gluing, and hot stamping effects and efficiency. Additionally, these systems can provide detailed production data analysis, helping companies to make precise management decisions.
3. Insight Three: Decreased Sense of Rivalry
At this exhibition, whether it’s Switzerland’s Bobst, China’s MK, or Germany’s Heidelberg, these competitors of SBL Machinery displayed great professionalism and were willing to share their recent breakthroughs in technology and market intelligence. It appears that the sense of rivalry has decreased in recent years for the following reasons:
3-1. Market Factors
- Market Maturation
Both the printing and post-press markets have developed over decades and are nearing maturity, with expected growth slowing down. As a result, companies are focusing more on technological cooperation and innovation rather than mere market competition. - Increasingly Diverse and Customized Customer Needs
Customer demands have shifted from standardized mass production to diverse and customized production. To precisely understand these customized needs, deep interaction and communication between marketing units and consumers are essential. Additionally, exchanging ideas with other industry players is also a crucial channel.
3-2. Post-Pandemic Business Changes
- Life’s Impermanence
During the pandemic, people truly understood the fragility and unpredictability of life. This realization not only altered individuals’ outlooks on life but also impacted how businesses operate. Many companies recognized that excessive competition and conflict are not sustainable strategies. Mutual support and collaboration can lead to greater shared success. Thus, at this exhibition, companies are more inclined to share their successes and technological advancements to collectively promote industry progress and foster long-term development.
- Rapid Changes in Business Operations
The pandemic-induced market changes and uncertainties have made companies more flexible and adaptive. Facing the ever-changing market environment, businesses have started to recognize the importance of collaboration. By sharing information and resources, companies can respond to market changes more quickly and enhance their competitiveness and innovation. In this context, the DRUPA exhibition has become a platform for exchange and cooperation, where major manufacturers exhibit an open and cooperative attitude.
4. Conclusion
At the 2024 DRUPA exhibition, SBL Machinery attended with a special sense of purpose, hoping to share our observations and insights, and expecting to bring some inspiration and benefits to everyone. This exhibition was not just a grand event for technology and innovation, but also an emotional exchange. At the venue, we met many familiar competitors, partners, and distributors from various places. The enthusiasm and expectations of everyone were heartwarming.
However, looking back at the pandemic years, many friends and companies left us or withdrew from the competitive stage due to this disaster. The memories and experiences of those who have departed still fill our hearts with sorrow and pain. Therefore, every exhibition and every opportunity to meet in person is particularly precious. We know that this is not just an exhibition but a celebration and appreciation of life and friendship.
We believe that, like us, everyone participates in this event with gratitude and appreciation. In the future, SBL machinery will continue to work together to welcome the bright future of the printing industry. Thank you for your support and companionship. See you next time!