A Conversation with HPRT's Product Director: Unveiling Innovation and Growth in the Printing Industry

As one of the global leaders in printer equipment sales, Xiamen Hanin Co., Ltd. offers a wide range of products and exports to more than 80 countries and regions. Over the years, the company has earned 733 authorized patents through scientific research and technological innovation, and has taken the lead in setting multiple industry standards for the printing sector.

As a "pioneer" in printing industry standards, HPRT possesses a comprehensive and professional range of end-to-end printing solutions, providing its ecosystem partners with the tools to build the Internet of Things (IoT) era's information connectivity. HPRT plays a vital role in data input and information output technologies across various industries, driving automation, intelligence, and networking.

Recently, HPRT's Product Director Lin Yang sat down for an interview with International Online to explore how HPRT is driving development through innovation, igniting new productive forces, and leading industry transformation.

1. International Online: HPRT has seen rapid business growth in recent years. What is driving this success?

Lin Yang: The first factor is our strategic positioning across industries. In both the commercial and industrial sectors, HPRT has consistently been at the forefront of technological advancements.

Whether it's the 3D printing technologies used in industrial manufacturing, such as Selective Jet Fusion (SJF), Selective Laser Melting (SLM), and Stereolithography (SLA), or the color inkjet technology used in digital textile printing, HPRT has leveraged the cutting-edge technologies we've developed over the years across various specialized fields. These technologies offer commercial value and allow us to address the diverse needs of digital printing.

Furthermore, HPRT was one of the pioneers in shifting focus to the consumer sector. From desktop A4 printers for home education to A4 portable printers for students, we've ventured into various consumer-focused solutions.

Today, we have expanded into the consumer market with three product lines: home printing, home storage labeling, and entertainment color printing. While continuing to deepen our focus in key sectors, we are also dedicated to providing more services to meet the growing diversity of printing needs.

The second factor is our technological expertise. As a technology-driven company, HPRT has been able to capitalize on the technological assets we've built over the years to stay ahead of advancements in the industry.

For example, at the beginning of this century, with the rise of e-commerce in China, the express delivery industry experienced rapid growth, significantly increasing the demand for express waybills. Early on, these waybills were handwritten triplicate forms, which cost about 0.2-0.3 RMB per sheet, making them expensive. Considering factors like efficiency, cost, and environmental concerns, the need for digital shipping labels became urgent in the express industry.

HPRT had already developed the label and barcode printing technology required for this and launched the shipping label printer, becoming one of the first companies to develop this technology in China. Our contributions helped the development of the domestic express industry.

2. International Online: Since its founding, what major technological innovations has HPRT achieved?

Lin Yang: From receipt printers and label printers to industrial barcode printers, color printers, and large industrial inkjet textile printers, HPRT has achieved several leading technological advancements:

● Mechanical Core: We possess design advantages in both structural and electronic systems, with transmission and control mechanisms that ensure high precision and long service life, key elements that underpin our technological leadership.

● High-Precision Label Positioning Control System: Precision in positioning is critical in the industrial barcode printing industry. Our research and development team has created a control system that successfully keeps barcode positioning error within 0.2mm. This is one of HPRT's core technologies and a key factor in maintaining our competitiveness in the industry.

● Color Printing: HPRT has developed high-definition color image processing algorithms and matching printing control systems. By integrating these two technologies, we can achieve the best color imaging. Our photo printers using Zink color technology are also highly popular in the printing industry.

● Independent IoT Ecosystem: HPRT has been committed to developing IoT technology with various communication linkages and providing cross-platform SDK software, allowing devices to connect seamlessly with different users and operating systems.

● Cloud Printing: HPRT is a leader in cloud printing technology, offering a high-concurrency, low-latency platform that overcomes the spatial limitations of traditional printing. This enables remote printing in diverse scenarios, including office environments, remote education, and express logistics.

We have a strong development team capable of creating multi-platform drivers and supporting various operating systems. Notably, in 2022, we became one of the first ecosystem partners of Huawei's HarmonyOS. The printers we developed easily integrate with the HarmonyOS, providing users with a seamless printing experience.

In the field of 3D printing, HPRT made a breakthrough in May 2024 at the TCT Asia Exhibition, launching a new 3D printing product line that includes laser metal, nylon powder bonding, photopolymerization, and FDM technologies. This multi-technology approach showcases our strength in various 3D printing technologies. We have also made progress in new materials development and collaborated with Xiamen University's Jiageng Laboratory, investing heavily in research and commercialization to promote innovative applications.

3. International Online: As HPRT's Product Director, how do you view the relationship between product development and commercialization?

Lin Yang: I believe that products are the foundation, and commercialization is the goal. They exist in a dynamic, interactive relationship.

First, products are the starting point for commercialization. A successful commercialization process requires a valuable product that meets real user needs and has been validated by the market.

Product design, functionality, stability, and user experience are key to attracting and retaining users. HPRT has always emphasized product differentiation and continuously improved existing technologies while simplifying certain "pseudo-needs" to make our products stand out.

As a result, our products are always able to meet user needs and have gained significant brand loyalty. For example, our thermal printhead module solved the issue of domestic substitution, our portable A4 printers addressed the pain points of mobile offices and online learning, and our photo printers catered to the needs of light entertainment for homes and outdoor use.

Second, commercialization is not only the process of turning products into profit but also a process that forces companies to refine their business models. This involves market positioning, pricing strategies, sales channels, market expansion, and more. The goal of commercialization is to realize the market value of products and generate revenue for the company. But whether in product development or commercialization, HPRT has always adhered to a "user-demand-driven" value system to avoid "idealization" and "self-indulgence."

While HPRT has made substantial technological reserves, we focus not just on industry trends but also on understanding the real needs of our target users. For example, our newly launched inkjet printer, V1, is aimed at light office, learning, and entertainment in homes. It was designed to meet the lightweight printing needs of households.

To meet this demand, we eliminated scanning and copying functions, which are less frequently used in households, and focused on making the printer as compact and aesthetically pleasing as possible. Additionally, based on user feedback, we discovered that the demand for home color printing has been increasing each year, and high-quality education requires more color for better results. Therefore, we built on our years of expertise in color inkjet technology to not only enhance the printing speed but also significantly improve color fidelity and detail.

Beyond product innovation, HPRT also pursues the sustainable development of products and commercialization, which means ensuring that products have long-term market competitiveness. HPRT has always followed a "dual-track" approach to product and technological development. By gaining market insights, we predict the future technologies needed and begin developing them early, regularly upgrading and iterating products to ensure we are not left behind.

4. International Online: What major decisions has HPRT made in its entrepreneurial journey?

Lin Yang: HPRT has gone through several key stages of development. First, there was product line iteration, starting from thermal printheads to receipt printers, followed by label and barcode printers. Second, we moved from monochrome printing to color printing, including color photo printers, instant cameras, and digital textile printers. The third phase was the leap from 2D printing to 3D printing, which involves changes in color space and physical dimensions.

Additionally, our business model has undergone significant changes, transitioning from an industrial and commercial dual-focus model to a diversified model covering industrial, commercial, and consumer markets. While many of the underlying technologies in industrial and commercial sectors can be reused, HPRT faced major challenges in adapting to the practical application of these technologies, business logic, market insights, and user experiences when transitioning from B2B to B2C. This transformation required the company to shift its thinking and approach.

A brand's reputation in the consumer market can be established or destroyed quickly. When facing the varying demands and pressures from users of different scales, this poses new challenges for the mindset and behavior of R&D teams, product managers, and developers. Therefore, HPRT's shift from the B2B market to the B2C market was driven by great courage and a sense of responsibility.

5. International Online: How do you view HPRT's entrepreneurial journey?

Lin Yang: HPRT has reached its current position because we have always emphasized our innovation capabilities. Innovation is at the core of HPRT. The three founding members, all technical experts, were pioneers in China's printing industry. Their sensitivity to technology and foresight about the industry have allowed HPRT to accumulate cutting-edge printing technologies over the past 20 years.

HPRT also places great importance on reputation and credibility. In the manufacturing sector, from technology research and development to application and mass production, product cost and delivery timelines are the primary considerations. Beyond these, we also strive to meet other customer requirements to the best of our ability.

Another key factor is our commitment to quality, product quality, stability, and after-sales service, etc. We track and provide real-time feedback on products delivered to customers. If there are any issues, we trace the root cause and take timely action to address the problem.

During the early stages of HPRT, due to a lack of sufficient market judgment and the less-than-ideal production environment at the time, we encountered several design flaws and quality issues. In response, we made the decisive decision to recall all affected products. At that time, HPRT was still a small-scale company with limited resources, and like many startups, we were vulnerable to risks. A product recall could have led to a financial crisis. However, when faced with the issue, the entire decision-making and management teams acted without hesitation. Protecting our reputation and maintaining product quality is the bottom line for us at HPRT.

I believe the reason HPRT has continued to thrive in the printing industry is because, first, our team has never abandoned our core value of "technological innovation," and second, we have always worked diligently and pragmatically to ensure the quality of every product and service, sincerely listening to customer feedback. Of course, everything we do at HPRT, whether it's products or services, will ultimately be judged by time and the market, because only through the refinement of time and the market can a company forge real value.

6. International Online: How do you view the current overall development of the domestic printing industry in the face of the new round of technological revolution and industrial transformation?

Lin Yang: With technological advancement, printers are gradually becoming more intelligent and networked. Whether for home or industrial use, there is an increasing demand for network connectivity. Especially after the maturity of 5G and LP technologies, many devices can now connect to networks. This enables us to do a lot of things remotely, such as remote operation and diagnosis, process diagnostics, and even remote printing. With voice printing, for example, these capabilities are made possible through remote LP technologies. Users can also interact with our self-developed software for feedback and control.

In industrial and commercial fields, we can perform remote diagnostics via the network, track the printing consumption of each customer, and provide personalized cycle management, offering proactive and visualized services. Therefore, with the trend toward networked printing, we can digitize user behavior data and build corresponding models in the background. This allows us to predict the market, understand customer habits, and achieve refined management. We can also provide one-on-one, real-time interaction with customers through the system, delivering more tailored services.

On the smart front, we've embedded a lot of intelligent modules into our printers. We have a printer in collaboration with Tmall Genie, which integrates voice modules specific to printing scenarios. Customers can chat with it for entertainment or use voice commands to perform printing tasks, making it extremely convenient.

Earlier, we mentioned the transition from black-and-white printing to color printing, from thermal modules to whole machines, these devices are just output tools. In fact, printing is also a form of manufacturing, and this brings us to 3D printing.

3D printing, also known as "additive manufacturing," is different from traditional molding or subtractive manufacturing methods (such as cutting or milling). 3D printing is more flexible and efficient. It is a "build-from-scratch" process that can significantly reduce costs for manufacturing companies. Furthermore, 3D printing can compensate for the limitations of mold manufacturing and allow for integrated molding, avoiding issues like fragility and cracking caused by jointing. Overall, 3D printing offers high design flexibility, excellent material utilization, customization, and shorter supply chain links.

It is worth mentioning that 3D printing is widely used in critical industries such as automotive, aviation, and healthcare, where the entry barrier is high. However, HPRT is working on developing 3D printers with lower entry thresholds, enabling users with no modeling expertise to print the objects they need. To bring this "entry-level" 3D printer to market, we are expanding our material library, allowing users to print directly from preset models. Additionally, we are developing photo scanning technology, enabling users to take pictures of objects from different angles, upload them to our system, and use algorithms to create the model for printing, realizing the concept of "what you see is what you print."

7. International Online: As a leading Chinese high-tech enterprise, HPRT has been advancing comprehensive domestic production in the printing equipment sector. Could you share key measures and successful experiences of HPRT on the path of domestic manufacturing?

Lin Yang: We have always emphasized innovative research and development. To date, HPRT has over 700 national patents and a research team of more than 400 people. We are at the forefront of industries like industrial thermal transfer printing (TTO), digital printing, document printing, and 3D printing.

Next is our manufacturing advantage. A great enterprise must be able to manufacture high-quality products at scale and with high efficiency. HPRT is a leader among domestic manufacturers, with an annual production capacity of 4 million machines and 20 million print heads. Of course, this involves a lot of complex processes, and the level of craftsmanship directly impacts both production capacity and efficiency.

We have broken many industry norms in our production processes, achieving both innovation in technology and improvements in production efficiency and product stability. As a result, many manufacturers now look to HPRT's production methods as a benchmark. For example, the print head, a key component in thermal print engines, requires precise attachment to a metal substrate. Initially, this seemed like a simple task, but the precision required was high. After iterating 2-3 versions of the pick-and-place machines, we eventually innovated by using SMT production lines (typically used for circuit boards) to attach print heads. This significantly improved precision, reducing defect rates and enhancing both quality and efficiency.

Furthermore, HPRT has integrated the strengths of upstream and downstream suppliers. Take the print head again, early Japanese print heads used a voltage of 7.4V, meaning two lithium batteries were needed for normal operation. This design not only increased costs but also required matching charging systems and circuits. By working with core suppliers, we were able to develop a print head with a 3.7V working voltage and a matching motor, achieving lower voltage while maintaining print quality.

Achieving comprehensive domestic production cannot rely solely on a company's internal capabilities; integrating high-quality upstream and downstream supply chains for joint development is also a key factor in manufacturing capacity.

In terms of business model, as mentioned earlier, HPRT has transformed from an industrial manufacturer to a company focused on the commercial and consumer markets. A diversified business model is essential. We aim to enhance product quality and services through deep communication with users, respecting market demands and user needs.

For instance, before launching new products, we invite real users to provide feedback, which helps refine products and improve the design, from small batches to mass production and iterative updates. HPRT always prioritizes genuine user experiences and feedback.

Moreover, we place great emphasis on software-hardware synergy and human-machine interaction. We have developed specialized software for each product category, with differentiated functions for each model, ensuring a tailored user experience for every machine.

8. International Online: Talent is a key factor in accelerating the development of new productive forces. How does HPRT attract, cultivate, and retain high-end technical and innovative talent to maintain its leadership in the industry?

Lin Yang: Compensation is the foundation for attracting and retaining research talent. HPRT has built an innovation system where employees feel that innovation is a meaningful and self-driven behavior. For example, we offer patent awards to encourage employees to apply for patents, and we have annual innovation award evaluations at the department and individual levels. This internal incentive system greatly stimulates employees' innovative behavior, driving technical innovation across the company and making employees feel respected and valued.

In addition to material incentives, spiritual guidance is equally important. Innovation in high-end technologies in the domestic printing industry has only emerged in recent years. In the past, professionals with these skills often worked for foreign companies. However, with the rise of domestic printing brands like HPRT, we now offer hundreds of high-end technical positions each year. We also establish internal technical networks to help these talents learn and apply the latest printing technologies. HPRT is continuously exploring new printing technologies and materials, providing research funds and resources for these talents. Beyond equipment and funding support, we encourage bold experimentation to stimulate their innovative drive.

Furthermore, HPRT is a company with a strong sense of mission and ambition. From 2018 to 2022, HPRT's thermal print head sales ranked first globally for five consecutive years. Honors like being a "Specialized and Innovative Enterprise," "Intellectual Property Advantageous Enterprise," and "Demonstration Enterprise for Manufacturing Champions" are recognitions of HPRT's achievements. As HPRT becomes an important part of our nation's industrial sector, we, as HPRT employees, feel a sense of mission.

9. International Online: What are HPRT's future plans?

Lin Yang: Our plans are based on the fields I mentioned earlier. HPRT has established a foundation in industrial, commercial, and consumer markets, and our next step is to continue refining and expanding, making the quality of printing even better and application functionality more diverse.

A critical aspect is focusing on consumables. The printing market, whether for 2D or 3D printing, is highly competitive. Our goal is to create differentiated, valuable products and services through technological innovation and practical applications. Currently, we are developing and optimizing core technologies in new materials and applications.

In the 5G era, all devices face the challenge of networking and intelligence, with the core focus on digitizing user behavior to enhance the user experience. The massive volume of user data needs a centralized data processing center. Therefore, our cloud system will be the core organization connecting millions of hardware devices. So far, we have made significant progress, and many different printing applications will be integrated into HPRT's cloud system in the future, such as data exchanges in retail and logistics systems. Additionally, HPRT is committed to building its cloud technology into an independent business, expanding service areas and creating business value.

Overall, HPRT will continue to deepen product research, optimize technological applications, and work hard to provide better printing products for users. We also hope to contribute to the sustained and healthy development of China's printing industry.