8 years waiting for Drupa, expectations were quite high!
Is this because the expectations were so high that my disappointment is so steep?
I will go straight to the point: sorry to go against the grain of the enthusiasm shown by the profession on social networks, but this DRUPA 2024 was, for me, a real disappointment. I was expecting it (the show, not the disappointment, although…).
First, I will precise that my reflection is based on a truly short visit (2 days, Tuesday, and Wednesday of the second week of the show). Certainly, too short to have a full picture of the show, to see all the booths, to discuss with every exhibitor etc.
Maybe this is in our DNA at Codimag not to be mainstream (but nevertheless trendy!), and sorry if I offend some readers, but this event is clearly highlighting the path of these big events: Costly, and marketing driven, instead of being an innovation spot.
We could not say that there were no one in the halls. But if I limit my feeling to my first impression when I entered the East gate mid-day Tuesday, I would be drastic. That was empty and sad. This is what I felt. Awful feeling, really.
The mood of the exhibitors was mixed. Of course, many of them were busy, and enthusiast about the “good visits,” the “many prospects” and so on, but also many of them told me, under confidence, that they were disappointed by the audience not so crowdy. Everyone told me spontaneously that the car parks were empty, at their big surprise. You may say that everyone comes differently in 2024… but on Wednesday morning, I arrived at the exact opening hours by public transport, and I cannot say neither that it was crowdy.
But let us focus on the reason why I went to Drupa! Technology and market trends!
Is this only me looking for this? A “One every 4 years” event should be dedicated to this topic, right?
What I was expecting:
What I saw:
What I actually did not see:
I cannot avoid a digression on digital printing, clearly everywhere in Drupa. I will not deny the progress of digital printing technology (especially inkjet), over the last 8 years but once again I would like to add some nuance to my strategic thinking on the subject.
Today for sure, digital printing is important for most of printing companies. And the big actors in digital printing are clearly outperforming “conventional” printing machine manufacturers in Drupa, especially in terms of
But wasn’t it already the case in 2016?
And on the long run, we have been told for more than 30 years that digital printing will replace conventional. I am still convinced that as long as we oppose the technologies instead of using them in the best way we can, for each job, each market, we cannot understand the beauty of the printing market!
Just few quotes or figures for reminder
Benny Landa: 1993: “Everything that can become digital will become digital. Printing is no exception.”
Carly Fiorina, HP CEO 2002: “HP currently plays in only 4% of the 18.4 trillion-page printing industry. With Digital publishing featuring HP Indigo solutions, we are going after the other 96%”.
2016: according to FINAT report, the market share of the labels printed in digital is between 7,2 and 9,7% in value. That means around 3% in volume.
And now for 2024? Everyone has the digital buzzword on the lips (either digital printing, or digitalization of the process, the machines, the … everything): Landa is dreaming of a “love story” (with his customers?? The ones who paid a downpayment several years ago just to be on a waiting list ?), trashing offset with spectacular bins of offset plate and waste, without showing its flexible packaging machine whereas Heidelberg was the only one surprising me with the Anicolor ?(offset anilox system) demo - not the youngest technology, but certainly the most beautiful show of job change, with a stable and proven technology, corresponding on the market trends, shorter run, lower waste, performance, productivity, and immediate startup! This is the difference between dreams and reality!
I have read several interesting posts recently, but this one from Eddy Hagen is very interesting!
?
So no, it is not tomorrow, or even in the next 20 years that digital printing will replace all the other technologies. And as I always said: printing is putting ink on a substrate, digital printing is one way to do so, among other!
To conclude, I will start with a pessimistic note.
I am afraid it can be (one of the?) last Drupa edition. Of course, I do not want it. I would deeply regret it; organizers will certainly find figures to promote the success of the event but let us face the reality: Drupa is no longer the expected event it used to be. This technological event, the one every 4 years milestone where the whole printing world meet.
I was pleased to pass good, but short, time in Düsseldorf, meeting old friends, discovering new companies, smelling the marketing bullshit of the professionals of our market. And this may be the reason why I am so disappointed. I won't deny that marketing and communication is very important but we operate in an industrial and technological market. So decisions of the buyers should be led by analysis, not by feelings or emotions, and absolutely not by "love story" ! And when I have heard about the price paid by some exhibitors for the space…. It confirmed me that this kind of big trade event is no longer for companies like Codimag.
But the good news (and positive note to close my post) is that it is not because we are not at these show that we are not innovating, certainly in better ways that most of the exhibitors at Drupa! Product, technology, sustainibility - not only environmental friendliness, but also in business model for our customers. There are so many ways to innovate. Let's print the future together!
Editor-in-Chief INKISH & Printing-Connect.online
8 个月Good Reporting and very aligned with my view as Well - I am sorry if you were not pleased with our coverage (as media) as we really did try to have a Broad coverage in multiple languages and covering a lot of Different views - but :-)
Benoit. Everything can be seen from different perspectives. I respect your view but it conveys wrong messages. drupa 2024 indicated great directions for the future and opportunities for printers and converters to understand where to focus their investments. Yes, less equipment to be seen but rather logical and sustainable. The true question is what did you miss? Maybe your visit was too short as drupa eventually offers too much to be seen. Like many exhibitions.
Curious Consultant and Professional Problem Solver - Ambiturner
9 个月Benoit Demol thank you for your thoughtful observations. I chose not to attend the event both for economic reasons, and because of the (current) nature of drupa. In past years, drupa operated from a position of great strength and the printing industry was also much stronger. Many OEMs could afford to exhibit innovative technology that might not come to market for several years. After years of declining print volumes and the impact of COVID on trade events in general, that type of spend is difficult. Sponsors/exhibitors want measurable ROI. It is very hard to have a show that generates sales for exhibitors and at the same time is attracting truly innovative exhibits. It's like trying to run a an auto show of "concept cars" and also expecting attendees to be able to buy them and drive away. It is mind-numbingly expensive for many OEMs to exhibit at print events due to additive cost of the exhibit space plus the cost of shipping, staffing, and running the equipment. It is also risky for companies to show their concepts too early. If drupa wants to attract "bleeding-edge" exhibits they will need to provide discounted/free space for that purpose. Perhaps innovation scholarships?
PR Professional with 25+ years' experience in international and technical PR
9 个月A very forthright and passionate insight Benoit! Relying on AI to compose content is a big mistake, as it will not distinguish a brand - in fact one risks tarnishing it! Intelligent ways to use AI are researching ideas / concepts, or automating transcriptions: it's fine to be open minded about ChatGPT, but not so open minded, that your brains drop out!
Production Manager, HR Manager & Technical Consultant at TOP LABEL - LATHRIDIS BROS CO
9 个月Keep going! Benoit!