Fabio Elmi, marketing director Guandong, explains how the company works closely with the market to develop new products for ever more creative applications.The natural vocation of Guandong is that of a real visual communications – a trendsetter if you will.
The natural vocation of Guandong is that of a real visual communications – a trendsetter if you will.
Alongside a comprehensive range of large-format digital printing media, the company is engaged in researching original products, capable of extending demand in new application sectors and anticipating emerging market trends.
Because we operate at European level, with distributors of all nationalities, we have a more immediate and far reaching view and perception of our interlocutors’ trends and needs. The primary objective of our marketing activities is to invest in listening in order to manage to perceive weak market signals in advance, and do something about it.
The analysis of sentiment triggers the world of research, both in the field of sustainability and, even more so, in that of the creation of products able to represent application solutions to immediate real needs and to hidden ones. All this helps create the right conditions for a real extension of the digital printing market share as a whole.
Hence products have been and are being developed which open up real new markets, such as magnet 
visual communications - and new products for glass decoration, such as One Way Vision Night&Day, with backlight effect, or again, Double Way Vision, ideal for creating a harmonic view of an image on all glass surfaces, both static and moving, like subways.
But developing groundbreaking product is not enough. We need to tell people about it and get them to use it. So Guandong also organises numerous appointments strongly focused on training: seminars, initiatives, hands-on printing and application demos. It shares with its dealers and users know-how acquired over many years of work in the field. All this in order to enable creativity to express itself to the utmost.
To mention just some of our areas of participation in helping to educate those across the various markets: Latex tours with HP, roadshows with Roland organised between 2014-2015, and participation in Viscom Italia, Fespa and many other trade fairs in Europe.
But we are always busy experimenting. The latest product to be presented by Guandong is Nano-Tack, due to go on show at the Fespa 2015 trade-fair in Cologne. An ultra-repositionable product, totally glue free, it is the upshot of the use of Nano Technology.
Another protagonist on our stand at Fespa will be the Textile Collection LUS range designed by Guandong
for HP Latex series 300. Ideal for interior decoration, it offers extremely versatile fabrics designed for backlight and which favour light effects, thus enhancing walls.
We hope that the scope of Fespa will mean that these possibilities will be seen not just by printers, but by those that will see how to use them in the work they stipulate.
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