Dongding builds flexible service with digital printing

Founded in 2014 and located in Tianqiao District, Jinan City, Shandong Province, Dongding specializes in self-adhesive label production. Its products are widely used in sectors such as health supplements, food and pharmaceuticals.

In June 2025, Dongding relocated to a new factory covering 5,000sqm and equipped with a wide range of equipment, including flexo, offset and digital.

New business model

Sun Shasha, general manager of Dongding, explains that before the current company was founded in 2014, its main business was selling barcode printers, scanners, blank labels and blank die-cutting services. After seeing the decorated label business growing, Sun Shasha and her husband officially registered Dongding in 2014, marking a new phase of their business.

‘Label printing and barcode printer industries share many similarities. Both have relatively low investment and technical thresholds, leading to intense competition as the market matures. So, from the start, we made it clear: Our business must be founded on the premise of ensuring quality and delivery of premium services,’ says Sun Shasha.

All orders are tracked through the entire process from raw materials, printing, post-press processing, warehousing and delivery to customers, and any issues are resolved in the shortest possible time. ‘We are more service providers than printers. Only by striving to satisfy customers in every detail can we achieve their long-term loyalty,’ she adds.

The success of this strategy is evident: Existing customers now account for 60 to 70 percent of the company’s client base.

Tech trial to capacity upgrade

Dongding has always kept a close eye on digital printing technology. The company first installed a Xerox sheet-fed digital press. ‘At that time, small-run orders were scarce, so the machine sat idle for a long time. I even questioned myself if this was a flaw, whether it was an internal issue or a mismatch with customers,’ says Sun Shasha.

“The new machine adds white ink functionality, ideal for film label printing, which is our core need. Over 60 percent of our labels are now film-based”

During the Covid-19 pandemic, demand for small-run orders surged, and the idle machine was put back into use. After that, Dongding further expanded its digital printing capacity by adding a Konica Minolta AccurioLabel 190.

Increasing volumes of short-run work soon led the company to consider investment in a new digital press to boost capacity.

The decisive factor in choosing the Konica Minolta AccurioLabel 400 was a request from an overseas client for a new product launch with tight deadlines.

After the press was installed in November 2024, Dongding shifted all short-run orders to the new equipment.

‘Compared to the previous model, the new machine adds white ink functionality, which is ideal for film label printing and what our core need. Over 60 percent of our labels are now film-based,’ she notes.

To handle digital orders efficiently, Dongding hired dedicated pre-press operators.

‘Digital printing lowers the skills requirements for machine operators but raises them for pre-press file handling, especially color control. Unlike traditional printing, where ink can be adjusted to modify colors, digital printing uses specific inks, so the pressure of color control falls entirely on pre-press technicians,’ explains Sun Shasha.

Dongding has also invested in new digital embellishment equipment for processes like varnish and foil stamping.

People-centric path

Dongding currently has over 40 employees, and they adhere to a ‘people-oriented’ philosophy.

‘Our equipment is usually updated every four to five years. When we moved to this new factory, we phased out our old offset printing machines and invested in three new Zonten intermittent offset presses. High-quality hardware not only ensures product quality but also provides employees with a better operating platform. New equipment and technology boost work efficiency and reduce waste,’ says Sun Shasha.

Additionally, Dongding has established a Mutual Assistance Fund, which is funded by revenues generated from waste reduction efforts. Beyond a monthly salary, employees receive supplementary medical benefits covering themselves and their family members, in addition to basic medical insurance. The company also directly provides elderly care allowances to employees’ parents every month.

‘A large proportion of our staff are long-term employees, many of whom have been with us since the company’s early days,’ Sun Shasha says.

To meet future industry challenges, Shasha believes companies should secure reasonable profit margins instead of competing for orders solely through low prices. ‘Building differentiated competitiveness, such as high-quality products and services, and flexible production capabilities, is the key.’

Going forward, Dongding will deepen its focus on digital printing and digital post-press processing, while expanding into other printing areas like corrugated and non-woven fabrics to meet existing clients’ label needs and beyond.