In a move to strengthen its global presence, Koenig & Bauer Celmacch has entered into a strategic partnership with Guangdong Keshenglong Hi-Tech Group. This collaboration marks another milestone in its positioning as a global provider of high-quality corrugated solutions. By combining European engineering with Asian manufacturing, Koenig & Bauer Celmacch is entering the mid-tech market to reach a broader range of customers.
The Prima series
The centrepiece of the partnership is the new Prima series, which is offered either as a pure flexo printing machine (Prima) or as a flexo printing machine with a rotary die-cutter (PrimaCUT) featuring movable units (Open Close). The development builds on the proven Koenig & Bauer Celmacch technology.
The Prima series, which is offered either as a pure flexo printing machine (Prima) or as a flexo printing machine with a rotary die-cutter (PrimaCUT) featuring movable units (Open Close).
The goal is to meet the requirements of customers who are looking for an alternative to the High Board Line technology with a reasonable level of investment without compromising on quality, performance and safety standards. To achieve this, development and design are handled by specialists at Koenig & Bauer Celmacch in Italy. Production utilises Keshenglong’s capacities – including a 60,000 sqm plant in Foshan. The production of every machine follows the “Engineered by Koenig & Bauer Celmacch” approach, with assembly and quality assurance subject to strict protocols.
The established High Board Line Chroma Series will continue to be produced at the Italian headquarters in Desenzano del Garda, with Koenig & Bauer Celmacch fully committed to the development and production of this series in Italy.
Global sales and service network
Another essential component of the cooperation with Keshenglong is the strategic combination of the sales networks. Responsibilities are clearly divided to ensure maximum market proximity and professional service. As a result, customers worldwide benefit from expert consulting and local support.
Entry into the mid-tech market
With the introduction of the Prima series, Koenig & Bauer Celmacch specifically addresses the mid-tech segment, expanding its previous target market. This partnership is a direct result of the new IMPACT strategic framework, with which Koenig & Bauer is consistently securing its resilience and global market position through to 2030.
- Go-to-Market: the Prima series is the response to the significant shift in global demand towards Asia and emerging markets. Through this, Koenig & Bauer Celmacch is specifically tapping into the high-volume mid-tech segment to realise additional growth potential outside of the high-end sector.
- Competitiveness: by intelligently linking global value chains and applying a “design-to-cost” approach, Koenig & Bauer Celmacch achieves cost excellence that guarantees economic superiority even in price-sensitive markets.
- Technology: technological leadership remains part of the DNA of Koenig & Bauer. Even in the mid-tech sector, the Prima series impresses with the perfect balance of high productivity, reliability, and the Group’s proven quality.
Koenig & Bauer is positioning itself as a full-range provider in the packaging industry, offering suitable technology for various production requirements and investment levels worldwide.
Dr. Stephen Kimmich, CEO, Koenig & Bauer, said, “Our IMPACT strategy aims to consolidate Koenig & Bauer’s position as an agile technology provider in the world’s most important growth markets. The partnership with the Guangdong Keshenglong Hi-Tech Group and the resulting Prima series are prime examples of how we combine technological excellence with cost leadership through global collaboration to win over new customer segments in the mid-tech sector.”
Luca Celotti, CEO, Koenig & Bauer Celmacch, added, “The market volume for Open Close technology is comparable to the market we currently serve with our High Board Line machines. For us, this represents a high, previously untapped potential.”
Market demand and initial sales success
The company said the announcement of the Prima series has already triggered a positive response in the industry, reflected in concrete sales successes. The first Prima was sold to a customer in Eastern Europe at the end of last year. Furthermore, contracts for two additional machines were recently finalised with customers in Southern Europe.
Assembly of the first Prima series machine is scheduled to begin in May 2026. Following extensive quality tests, it is planned to go into production at the customer’s site by the end of 2026.
The cooperation with Keshenglong is the beginning of a long-term strategic partnership that will sustainably strengthen both companies. Through this alliance, Koenig & Bauer Celmacch is taking another step toward becoming a full-range provider for its customers in the corrugated board processing industry.
Left to right: Jenny Chen (Guangdong Keshenglong Hi-Tech Group), Hogan He (Guangdong Keshenglong Hi-Tech Group), Martin Hempel (Koenig & Bauer Celmacch), Bastian Deppisch (Koenig & Bauer Celmacch), Luca Celotti (Koenig & Bauer Celmacch), Rodolfo Celotti (Koenig & Bauer Celmacch) and Guosheng He (Guangdong Keshenglong Hi-Tech Group).
