Selling Premium Technology in China · Henry Cheng · Durst China · All in Print 2026

China is one of the world’s most competitive markets for digital printing technology, and selling premium European equipment requires more than demonstrating impressive specifications. At All in Print China in Shanghai, INKISH Editor-in-Chief Morten B. Reitoft speaks with Henry Cheng, Managing Director of Durst China, about building a market for high-end digital printing solutions.

Cheng explains how Durst positions itself at the premium end of the market, where production consistency, high speeds, reliability, and automation must justify a significantly higher investment than many locally manufactured alternatives.

When Durst entered the Chinese digital label market in 2020, convincing customers to invest required patience, extensive communication, and proof of the technology’s capabilities. Today, with more than 30 installations, Cheng sees how successful early adopters and word-of-mouth recommendations are helping establish confidence in the brand.

Interestingly, Durst’s first Chinese customer in this segment was not a traditional label converter but a sticker producer exporting to Japan, demonstrating the importance of identifying applications beyond established market segments.

Competition is also changing rapidly. Alongside established European manufacturers, Chinese digital press suppliers have made significant technological progress, creating an increasingly demanding competitive environment.

The conversation also explores Durst’s Kyveris concept and its potential for lights-out production. Cheng believes the vision is highly relevant to China’s manufacturing ambitions, but emphasizes that successful implementation requires adapting technology and workflows to local market requirements.

An insightful conversation about premium technology, customer trust, localization, and the realities of competing in one of the world’s fastest-developing printing markets.