BSGA board member Shaun Holdom* returned from Barcelona saying that the rise of Chinese hardware manufacturers is no longer something the industry can ignore.
Shaun arrived in Barcelona from Manchester and brought the weather with him. However, once the show opened, both the weather and his mood improved. “I like FESPA. It’s one of my favourites. This is where industry launches products, and where customers and manufacturers come together and talk about trends and opportunities,” he says.
Representing the BSGA rather than having his usual stand duties, Shaun had time to properly explore the exhibition floor. What he found confirmed a major industry shift already gathering pace.
A larger Chinese presence
Chinese hardware manufacturers dominated large sections of the halls. Not tucked away in small corners, but present in force and selling directly to customers rather than looking for distributors.
“Historically, we had the major manufacturers, Fujifilm, Canon, EFI, Epson, and Roland. But now there is an influx of Chinese manufacturers. And you can see why. We’re already happy to buy Chinese cars and other technology now. It’s becoming much more accepted,” says Shaun.
For Shaun, this is more than a passing trend. Having visited China and met some of the companies involved, he believes Chinese hardware is now running several years ahead of Europe in some areas. “Anybody that doesn’t consider some Chinese products when they’re making an investment now could be falling behind the curve.”
Ink, chemistry and compliance
Alongside the hardware shift, Shaun also highlights a less visible but critical factor: ink chemistry and regulatory compliance.
Ink is not interchangeable across markets. Its chemistry is tightly regulated, with different countries enforcing strict rules on what raw materials can and cannot be used. This makes supplier selection a key part of any investment decision.
“Working with an established ink partner such as Fujifilm, for example, ensures manufacturers have access to full legal and health and safety documentation, alongside consistent and reliable production standards. For buyers, that level of assurance around compliance, certification and supply chain stability is a fundamental part of choosing a device,” explains Shun.
New opportunities for sign-makers
The shift is not simply about cheaper printers. Lower-cost hardware is opening markets that many sign-makers previously viewed as out of reach due to the required investment.
Shaun points to packaging, metal decoration and fabric printing as realistic growth areas for BSGA members. Direct-to-film (DTF) apparel printing stood out in particular.
“DTF is everywhere. Personalisation of apparel is massive. That’s another segment our members can cross over into quite quickly. Really quite low investment but great technology,” he says.
The attraction is obvious. Most sign-makers already have design skills, production knowledge and established customer relationships. Expanding into personalised clothing or packaging can therefore become a natural extension of the business rather than a complete change of direction.
Concerns over support
The biggest hesitation for many buyers remains support. When deadlines are tight, businesses need confidence that parts, engineers and technical help are available quickly.
Shaun believes that concern is becoming less significant. Chinese brands are increasingly partnering with established European distributors and building local support networks.
“It’s a small world now,” Shaun adds.
He also points out that many machines still rely on trusted Japanese print heads from manufacturers such as Ricoh, Epson and Kyocera, which reassures buyers about core reliability.
That does not mean businesses should rush into purchases without proper checks. Shaun stresses the importance of reviewing CE and UL compliance, material compatibility and ink supply arrangements before making any investment decision.
The opportunity is real, but so is the need for due diligence.
Marketing still lags behind
While the hardware impressed, Shaun believes many Chinese manufacturers still struggle to market themselves effectively in the UK and Europe.
He sees this as an area where organisations such as the BSGA could help bridge the gap. However, he does not expect the weakness to last for long. He compares the situation to the rapid rise of Chinese consumer brands over the past decade. “That isn’t going to take long to change,” he says.
Hybrid technology gains momentum
Beyond the rise of Chinese suppliers, Shaun also noticed growing demand for hybrid machines capable of handling both roll-to-roll and rigid media. For smaller businesses facing constant pressure on floor space and capital budgets, multi-functional equipment is becoming increasingly attractive.
Rather than buying separate machines for different substrates, sign-makers are looking for flexible systems that can handle a broader range of work from a single platform.
Why international shows matter
Shaun describes FESPA 2026 as busy and ambitious, with exhibitors investing heavily in large-scale stands and demonstrations. That international scale is part of the value. Buyers from across Europe attend, giving visitors a clearer sense of where the market is heading before trends fully reach the UK.
For sign-makers who have never attended an international FESPA event, Shaun believes there is strong value in making the trip. “There are lots of opportunities for our members to come and learn. When you’ve got a larger exhibition with people coming from all over Europe, you see things on a bigger scale. That’s always useful,” Shaun concludes.
* Please note, views are Shaun’s own and not necessarily those of the BSGA