What we do during our working hours determines what we have;

what we do in our leisure hours determines what we are.

——George Eastman

▲George Eastman（柯達(dá)創(chuàng)始人）

記者：丁天茼

撰文：張睿

來源：慧聰成功故事

每個(gè)家庭都會(huì)有這樣一本相冊(cè)，老照片塞在透明的塑料膜里面，有父母的青蔥歲月，還有你小時(shí)候沒心沒肺的笑臉。那時(shí)候我們大多數(shù)用柯達(dá)膠卷，小心地將它放入相機(jī)，一張張數(shù)著拍下記憶中的影像，唯恐不小心就錯(cuò)按了曝光的按鈕，那份虔誠(chéng)已經(jīng)是數(shù)碼時(shí)代再難感受到的。膠片已經(jīng)漸漸退出我們的生活，柯達(dá)公司也在一波一波的技術(shù)浪潮中不斷發(fā)生著改變。

▲柯達(dá)膠卷

1* * * 年，George Eastman研制出第一架自動(dòng)照相機(jī)，并給它取名為“柯達(dá)”，柯達(dá)公司從此誕生；

19* 0年，柯達(dá)占世界攝影器材市場(chǎng)7* %的份額，利潤(rùn)占這一市場(chǎng)的90%；

19* * 年，立即自動(dòng)相機(jī)上市，當(dāng)年銷掉7* 0萬架，創(chuàng)下了照相機(jī)銷量的世界最高記錄；

19* * 年，海外銷售額達(dá)21．* 億美元，在《財(cái)富》雜志中排名第* * 位，純利居第10位，當(dāng)時(shí)位于感光界第2的愛克發(fā)銷量?jī)H及它的l／* ；

199* 年，在品牌顧問公司排名的10大品牌中，位居第四，僅次于麥當(dāng)勞、迪士尼、可口可樂，是感光界當(dāng)之無愧的霸主。

（資料來源于網(wǎng)絡(luò)）

然而，2000年開始，數(shù)碼市場(chǎng)瘋狂擴(kuò)張，消費(fèi)者對(duì)膠卷的需求急速下滑，柯達(dá)公司市值甚至一路從* 10億美元跌倒21億美元，陷入破產(chǎn)風(fēng)波，哪怕懷舊引起的膠卷熱潮也無法阻止數(shù)字系統(tǒng)取代膠片的步伐。一百多年的歷史中，柯達(dá)經(jīng)歷過弱小的創(chuàng)業(yè)初期，享受過全球市場(chǎng)的矚目和追捧，也正經(jīng)受著時(shí)代椎心泣血的碾壓。

201* 年，飽經(jīng)滄桑卻有著換骨奪胎勇氣的柯達(dá)公司重組資源，轉(zhuǎn)型成為一家專注商業(yè)圖文印刷的公司，并對(duì)全球B2B市場(chǎng)展開進(jìn)攻，滿血復(fù)活走出破產(chǎn)保護(hù)的陰影。柔版包裝印刷技術(shù)是近年來柯達(dá)公司研發(fā)的拳頭產(chǎn)品，能夠減少印刷浪費(fèi)，總體消耗可達(dá)到20%，幫助企業(yè)用戶在瞬息萬變的市場(chǎng)中提升性能，嚴(yán)控成本。

我們非常榮幸地在第九屆北京國(guó)際印刷技術(shù)展覽會(huì)中邀請(qǐng)到柯達(dá)公司柔版包裝印刷事業(yè)部董事長(zhǎng)Christopher J. Payne作客吉印通 直播間。

以下為訪談實(shí)錄

吉印通 ：此次參加大印展柯達(dá)為我們帶來了柔版包裝印刷技術(shù)，目前公司該技術(shù)的發(fā)展?fàn)顩r如何？

Christopher J. Payne：Thank you for having a sit. I'm Christopher J. Payne. I’m the president of the Flexographic Packaging Division. We are involved in the packaging business and we are innovating flexo as a packaging printing technology. Within Kodak, this is one of our great technologies. Obviously Kodak is also involved in offset printing，work flow and inkjet.

很高興來到這里，我是柯達(dá)柔版包裝印刷事業(yè)部董事長(zhǎng)Christopher J. Payne. 柯達(dá)公司已經(jīng)介入包裝領(lǐng)域多年，在柔版包裝印刷方面做了很多創(chuàng)新。在柯達(dá)內(nèi)部，柔版印刷是一個(gè)非常重要的技術(shù)支撐，同時(shí)還有膠印、工作流程、噴墨印刷等其他的印刷事業(yè)部門。

▲柯達(dá)公司展臺(tái)（大印展現(xiàn)場(chǎng)）

吉印通 ：您之前是否參加過大印展？此次參展的感受如何？

Christopher J. Payne：This is my first time to China Print，but my fourth time to Beijing, and I’d been to Shanghai many times. For me this is a very exciting show, because you get to see how the technology be deployed to package printing and other printing applications.

我第一次參加北京國(guó)際印刷技術(shù)展覽會(huì)，但這是第四次來北京，還去過好幾次上海。（笑）參加展會(huì)我特別激動(dòng)，在這里我們看到大量先進(jìn)印刷包裝技術(shù)已經(jīng)應(yīng)用到中國(guó)市場(chǎng)。

吉印通 ：柯達(dá)柔版印刷事業(yè)部是第一次參加大印展，在展位布置方面，有什么特點(diǎn)來吸引參觀者，提升關(guān)注度呢？

Christopher J. Payne：We are basically focused on Flexographic printing，and our technology is a key piece of driving flexo to the next generation. We are involved in helping the brands to produce better quality packaging which helps sell consumer products better. Specifically, our technology is helping sustainability, and it is able to produce the same quality package as produce gravure printing for packaging，and is making the flexo printing process more productive. When you think about some of the new government regulations regarding package printing and solvents, our technology is going to help, in trems of reducing the environmental conditions as well helping the brands at printing more efficient.

柔版包裝印刷技術(shù)是全球最先進(jìn)的技術(shù)之一，我們?cè)谡古_(tái)向參觀者們重點(diǎn)展示了柔版印刷包裝技術(shù)制作的樣品，為品牌廠商印制產(chǎn)品外包裝，這些包裝產(chǎn)品平時(shí)在超市、購(gòu)物中心都能見到。柔版包裝印刷技術(shù)的特點(diǎn)是可持續(xù)性和環(huán)保，相比較目前常用的凹印和膠印技術(shù)來說，柔印具有成本優(yōu)勢(shì)，印制而成的產(chǎn)品質(zhì)量也更好。目前各國(guó)政府對(duì)環(huán)保對(duì)可持續(xù)性發(fā)展都公布新的法規(guī)，柔版印刷技術(shù)將成為符合新政策的主流技術(shù)。

吉印通 ：柯達(dá)公司在展位上的新技術(shù)新產(chǎn)品相較同類產(chǎn)品又有哪些優(yōu)勢(shì)？

Christopher J. Payne：As you know, there are number different printing products to be printed by flexo, such as flexibles，labels and fluting paper. Our technology is unique in terms of we can get the higher print quality compared to any other flexographic printing technology. Specifically, we use one single process to print all of the applications and to create the plates for all of the applications. Our technology was introduced in 200* , and we have about * * 0 installations worldwide. Of the * * 0 installations there are over one hundred in Asia, and more than 1/* in China. What we are experiencing is that the technology has really been successful in the European and US, and we‘re now beginning to see the change in China given the importance of packaging and the growth of fast moving consumergoods.

的確，現(xiàn)在有很多不同的印刷方式來印制軟包裝、瓶罐標(biāo)簽、彩盒和瓦楞紙外包裝。但在我們柯達(dá)展臺(tái)上展示的柔版包裝印刷技術(shù)相比目前大量使用的印刷技術(shù)，質(zhì)量更好效率更高。僅需要一套柔版印刷工藝一個(gè)板材和膠片，就能滿足不同的包裝印刷的需要。200* 年，柯達(dá)柔版印刷技術(shù)正式推向市場(chǎng)，目前已經(jīng)在全世界安裝了* * 0條生產(chǎn)線，其中有100多家在亞太地區(qū)，中國(guó)市場(chǎng)大概占據(jù)1/* 。柔版包裝印刷技術(shù)已經(jīng)在歐洲和美國(guó)廣泛使用，中國(guó)市場(chǎng)也出現(xiàn)了柔印技術(shù)替代其他技術(shù)的趨勢(shì)。

吉印通 ：柯達(dá)柔版包裝印刷技術(shù)什么時(shí)候進(jìn)入中國(guó)市場(chǎng)？中國(guó)消費(fèi)者的使用情況如何？

Christopher J. Payne：Our technology enters China about 2011 and 2012. We today have a number of partners in China, and then we have a whole set of the print using technology for fluting paper，flexibles and labels. We are very excited about the opportunities in flexible packaging in China, as our technology compete and help our customers do a better job than gravure.

2011~2012年期間，柯達(dá)柔版印刷技術(shù)進(jìn)入中國(guó)市場(chǎng)。目前，中國(guó)已經(jīng)有一些包裝印刷廠家在使用柯達(dá)的柔版包裝印刷技術(shù)來印制像軟包裝、瓶罐的標(biāo)簽、紙盒和瓦楞紙盒等外包裝產(chǎn)品，我們看好柯達(dá)柔印在中國(guó)市場(chǎng)的發(fā)展前景。

吉印通 ：柯達(dá)公司進(jìn)入中國(guó)市場(chǎng)發(fā)展?fàn)顩r較好，那么公司近五年有怎樣的發(fā)展目標(biāo)和規(guī)劃呢？

Christopher J. Payne：To the development of flexo packaging, we’ve been involved in finding the key customers in China who can use our products to help us understand how the Chinese market works. So we see a great opportunity as we move forward. We established the Flexographic Technology Center in Shanghai two months ago, so we’re beginning to invest to the growth market and help our customers more broadly in China. The Flexographic Technology Center in Shanghai augments the development of the flexographic industry in China, and towards not just our customers but also their partners you see here in the booth, the printing press facturers and manufacturers. Be actually, over the next * years , we see the marketplace for flexography in packaging printing continue to grow and we’re very excited.

目前我們的推廣戰(zhàn)略是和一些重點(diǎn)的包裝印刷廠家、重點(diǎn)客戶進(jìn)行合作，說服他們應(yīng)用柯達(dá)柔印系統(tǒng)和技術(shù)，然后他們就能起到一個(gè)很好的示范作用，從而擴(kuò)大我們的客戶群。兩個(gè)月前，我們?cè)谏虾ＴO(shè)立柯達(dá)柔版包裝印刷技術(shù)中心，加強(qiáng)在中國(guó)市場(chǎng)的推廣力度，與客戶更加緊密地合作。未來五年甚至更長(zhǎng)的時(shí)間，中國(guó)的包裝市場(chǎng)給柔版包裝印刷技術(shù)帶來的機(jī)遇是巨大的。

吉印通 ：201* 年以來中國(guó)市場(chǎng)中“互聯(lián)網(wǎng)+”成為熱門話題，柯達(dá)公司在互聯(lián)網(wǎng)方面有沒有什么計(jì)劃呢？

Christopher J. Payne：We see packaged goods gone to retail store but also been sold online, from a package printing point of view, we see the means very similar. For package printing in general, sales online and sales in the retail stores is good because packaging will be slightly different which means more printing and more versions of the package for these different channels. There will be differences in times, quantity, size even the marketing message, but the final products will be the same. The basic package in the package printing will still be basically the same but just different versions. The Kodak flexo technology will be helpful in the online sell products because they are going to reduce the wait time of the package and that requires even more sophisticated printing.

我們看到越來越多的商品從商場(chǎng)超市轉(zhuǎn)移到了互聯(lián)網(wǎng)。從包裝印刷的角度來看，這個(gè)趨勢(shì)和以前在商場(chǎng)的銷售狀況差不多，但是從包裝領(lǐng)域來說，在商店和在網(wǎng)上銷售的產(chǎn)品外包裝是有一定區(qū)別的。商品本身是一樣的，只是外包裝會(huì)有區(qū)別，區(qū)別之一就是客戶的定制化、可變信息、條形碼、二維碼等印刷可能會(huì)有所不同?？逻_(dá)的柔版包裝印刷技術(shù)印刷更快，更適合應(yīng)用于短版貨，可能會(huì)對(duì)網(wǎng)上銷售產(chǎn)品更有利。

吉印通 ：參展期間，柯達(dá)公司向參觀者展示了大量的樣品和柔印技術(shù)的優(yōu)勢(shì)，展臺(tái)目前的狀況如何？

Christopher J. Payne：We’ve been very encouraged so far. We have a lot of customers from Beijing, Shanghai and Guangzhou. The show has also attracted a lot of customers and potential customers from around the region. We have customers from Malaysia, Indonesia and India, so the show is very good for us at this point.

這兩天柯達(dá)展臺(tái)的參觀者情況非常令人鼓舞，客戶來自中國(guó)各地，帶來了許多現(xiàn)有客戶和潛在客戶，甚至還有來自馬來西亞、印度尼西亞、印度等地來的客戶。

吉印通 ：最后談一下您第一次參加展會(huì)有什么體驗(yàn)有什么感覺？

Christopher J. Payne：I’ve had a great time at the show. I think the show chooses the appropriate period of the boom seasons of the Chinese marketplace and all of the great things are happening. For Kodak itself, it will be good to show our flexographic technology and we had great reception. I see a great opportunity for flexographic printing， particularly with flexo driving next generation, higher quality, better sustainability and better productivity. So just a big thank you to the HC* * 0, and I'm glad to be here for an interview.

中國(guó)印刷展令人鼓舞，觀眾很多，對(duì)我們未來的業(yè)務(wù)發(fā)展有著巨大幫助。而且我也看到了柯達(dá)柔版包裝印刷技術(shù)將在未來幾年中成為主流的技術(shù)，它相比其他的印刷方式更環(huán)保，更高質(zhì)高效。很榮幸在這里接受吉印通 的采訪。

▲Christopher J. Payne（左）

柯達(dá)公司曾被戲稱為黃色巨人，它在一百多年后的今天斷腕歸來，重塑生命線，我們期待他在業(yè)內(nèi)再掀狂瀾。