In the fierce global arena of digital packaging, the European market has always stood as the undisputed "Mature Benchmark" and the "Source of Trends." It is a market defined by a paradox: demands are both precise and demanding, while application scenarios are both diverse and highly segmented. For decades, this territory has been firmly held by established European and American heritage brands, creating an incredibly high barrier to entry for newcomers.
Hanway, however, has successfully breached this "fortress". As a pioneer in Chinese digital packaging manufacturing, Hanway leveraged solid technological innovation and deep localization to break through. Its Single Pass water-based corrugated digital linkage lines have achieved widespread adoption across the region, making Hanway one of the few Chinese equipment manufacturers to successfully realize "overseas implementation" in this rigorous market.
To understand the secret behind this success, we sat down with Will Xu, Deputy General Manager of the European Platform. As a frontline leader witnessing Hanway’s overseas expedition, he breaks down the core demands of European clients and reveals the key to Hanway’s steady foothold in the world's most competitive market.
Interview with Will Xu, Deputy General Manager of European Platform, HanGlory Group
The Four Pillars of European Demand: Why "Good Enough" isn't Enough
The European market has always been at the forefront of digital printing exploration and application. In your view, what are the non-negotiable core demands of local customers when choosing digital equipment?
Will Xu: Based on our years of practical experience in the field, the demand logic of European customers converges highly on four critical dimensions: Stability, Automation, High Quality, and Sustainability.
The Obsession with Stability and Automation European manufacturing operates with requirements for equipment stability that are almost harsh. At the same time, there is a constant demand for increased automation capabilities.
This is driven by two core factors: Extremely High Labor Costs and Highly Integrated Production Models.
These factors mean our customers require a production process that is smoother, easier to operate, and requires less manual intervention. They need machines capable of continuous, uninterrupted running. Some customers even explicitly require equipment to achieve full MES-ERP system integration, aiming to realize a "one person, multiple machines" or even an "unmanned" operation mode.
2. Quality as a Brand Asset In terms of print quality, European customers have explicit standards for precision, color reproduction, and detail. Here, high-quality printing translates directly into brand premiums and market returns. Corrugated board application has long since moved beyond traditional logistics boxes; it now extends widely into high-value scenarios like boutique color boxes, high-end retail packaging, event structures, and exhibitions. Customers expect equipment to deliver quality approaching offset while retaining the flexibility and efficiency of digital.
3. The Green Barrier to Entry Furthermore, the European packaging industry's high environmental standards are a significant factor preventing many Chinese and even Asian machines from entering the market. Enterprises must first meet strict local environmental regulations just to get an "entry ticket" to Europe. This is a formidable challenge for the vast majority of manufacturers.
The European Choice: Why the Glory16 Series Wins
Which Hanway Single Pass models do European customers prefer? What types of orders are they producing, and what characterizes their order patterns?
Will Xu: In terms of specific equipment, customers are heavily focused on Hanway’s boutique color printing solutions: the Glory16 Single Pass Series. This includes the mature Glory1604, the Glory1606, and the new generation Glory160X HD, which boasts advanced 1200DPI printing capabilities.
Compared to the Asian market, the daily production volume of European orders is not necessarily high. Take one of our Italian customers as an example: as a leading local factory, their daily output maintains around 15,000 sheets. However, they focus primarily on high-value-added coated orders, such as food packaging for pizza boxes, chocolates, and confectionery, or appliance packaging for vacuum cleaners and irons.
Additionally, Europe's geography further accelerates the diversification and fragmentation of orders. Overall, the European order structure presents a distinct characteristic of being "Small yet Beautiful, Small yet Scattered."
The Hanway Advantage: A Total Solution Approach
Given the diverse and demanding nature of European customers, how does Hanway impress them and stand out from the crowd of established manufacturers?
Will Xu: I believe our core advantage lies in two points: the superior comprehensive cost-performance ratio of our equipment, and Hanway’s ability to provide Total Solutions.
European customers are extremely cautious when deciding on large-scale production equipment. This stems from their mature market environment and sophisticated cost-accounting systems—equipment is viewed not just as a production cost, but as a strategic investment tied to supply chain stability, brand reputation, and long-term competitiveness.
Therefore, when choosing a partner, they look beyond price to a comprehensive evaluation. They value a supplier’s overall strength, including technological maturity, foresight, production stability, intelligence level, quality assurance for high-value orders, and localized service support throughout the equipment's lifecycle.
This aligns perfectly with Hanway’s core philosophy of "Creating Value for Customers." From HanGlory Group to Hanway Industrial, we have always believed that "Customers need more than a single product; they need a total solution." We consistently provide the industry with comprehensive industrial digital inkjet printing solutions covering equipment, software, ink, consumables, and service.
For example, in the early stages of a project, we spend a significant amount of time in deep communication with the customer to understand their specific application scenarios and core production demands. We even link our R&D and technical teams to tailor exclusive solutions for individual needs.
This ensures we fully meet European customers' diverse requirements for Single Pass equipment across quality, efficiency, stability, automation, and intelligence. More importantly, it guarantees a seamless, smooth, and efficient process from installation and debugging to full production implementation. This, perhaps, is the core reason why customers ultimately choose Hanway.
Exhibition Invitation
April 2026, Shenzhen Decade and Beyond We invite you to reunite with us and witness the next chapter of Hanway!
