The book industry does not have the myth the pattern analysis

"Easy to make Money", "Trinity of the book Industry Model", "the only National book chain License", "Private bookstore first", these seats in the book industry to create a myth, proved to be a not perfect lie.　　April 15, 2007, the boss of Hepingjie Bookstore, Chaoyang District, Beijing, said to two student cadres visiting University, "We have nothing to do with the Shi Shi bookstore and are considering replacing the sign of the word ' I ' with the name of the ' bookstore ' to sponsor your activities. Perhaps two university students cadres do not know, the country's famous chain bookstore is already in trouble, nearly closed.　　"Are all my own to the Sweet garden wholesale market pick up, the bookstore's only relationship with the Shi Shi Bookstore is to save the original several shelves," Ms. Zhao said to reporters. In fact, as early as February 2006, staff set off the tide, and in succession through labor arbitration, legal action and other forms to recover 1-5 months unequal wages and reimbursement costs, plus more than 10 publishers, difficult to count the franchisee to Shi Shi Company's debt collection, Shi Shi company difficulties, and has been insolvent,　　Its disintegration is only a matter of procedure and time. Shi Shi Encounter credibility Crisis 2001, Ms. Zhao in Beijing east straight door in the street opened Shi Shi joined the bookstore, she said that this is the first franchise store in Beijing, the two-year contract has not continued after the expiry of the year, this March, the Hepingjie bookstore was transferred from the Asian Games Village to the current location two years ago,　　Because the bookstore owner is his friend, "They went abroad, I took over to operate, but we do not want to continue to use the Shi Shi signs," Ms. Zhao said. Shi Shi Bookstore is China's first, but also the largest private nationwide chain bookstores, Shi Shi bookstore through direct and franchise mode opened 624 chain stores, spread over the country's 30 provinces and autonomous regions of more than 400 cities, a year's turnover has reached 300 million yuan. Shi Shi, chairman and president of Beijing Flag House Co., Ltd. is also known as the "China private book industry first person" by the media. But such a halo, is the company's 10 years of ups and downs, especially in the last three years of the company's lawsuit, Shi Shi I also encounter serious integrity questioning, involved in the company disputes are difficult to count.　　Former staff, the owner of the franchise shop, book wholesalers, publishers, there are also outside the book industry and Shi Shi I partner, in our interview, dozens of related personnel told the bookstore and Shi Shi I do not good faith, and even involved in commercial fraud issues, former senior executives and industry veterans of the Shi Shi Company's business model raised questions. Today, we call the library is a Beijing banner Bookstore Limited, it is a Shi Shi bookstore national chain, Shi Shi Good Book Club, a banner of online bookstore as the main sales channels, high-speed growth of professional book sales company, its predecessor is the Beijing House Bookstore Limited,　　December 1995 was created by Mr. Shi Shi investment. In early 2005, the French Eugile the stakes, as CEO, Feng (a pseudonym) is the first executive to recruit, after the inauguration of Beijing Banner Bookstore Limited vice president, he told reporters: "is a liar, always cheat, he has no business mind, neither know which profit, also do not know how to design business model, will only empty speculation concept."　　With a number of franchises and publishers signed the repayment agreement is not performed, is the embodiment of dishonest; the arrears of most of the staff wages for several months, but also a naked betrayal. Beijing million holy Book Park general manager Liu Suli, Beijing Dragon Media advertising culture Bookstore general Manager Xu Zhiming all to Shi Shi later operation of the integrity aspects also questioned. Liu Suli said: "When the business model of the discovery of their own problems, the company decision makers did not make corrections, but continue to attract and confuse investors, credit wholesalers A large number of books." "A friend of mine is trapped in millions of dollars, even if you are no longer involved in this industry, you can not offend all the peers!" "Xu Zhiming also said:" Shi Shi my ability to operate, the way things have problems. In terms of morality and integrity, it is worth doubting. "Late have deliberately deceptive suspicion, the first year has been operating failure, owed a lot of money, you declare closure, do not do it?" He also went everywhere to invest, to open a bad cheque. "The company has no debt repayment capacity before and after October 2006, former staff Pengliang (a pseudonym) to Labor arbitration unpaid pay, and another two colleagues to Beijing Chaoyang District Court sued the company, but so far has not been able to return 10,000 dollars in wages and reimbursement fees, Pengliang said:" Almost all employees who resigned since February 2006 were unable to get their salaries and expenses, ranging from 1000 to 30000. The two employees of the company's administration and personnel department confirmed this statement to reporters.　　In fact, as early as 2003, the Shi Shi Company's "Good Book" magazine, a martial arts editor because three months did not receive wages difficult to survive forced to resign, at that time, the entire design department staff because a few months did not get wages, chose to resign. Employees of the crusade and a large number of departures, is the book bookstore to the end of the final form of expression, in this before, suppliers, to join the owner of the tide of debt collection has been surging. "When I was on the office, there was a party rolled up in my office to yell and scream, and pick up the company outside calls, directly shouted ' Shi Shi is a liar, do not cooperate with him ', Feng described his office environment at that time," I had to leave the office, and such a thing so that the CEO of Eugile was furious. " "Xi ' an Zhao Long's franchise shop owner Liu Zhigang on the network published real name Crusade letter, November 27, 2006, Liu Zhigang on the Tianya website issued to Shi SHI President of the open letter, Hope Shi Shi within 7th contact with him, fulfill the repayment agreement signed in May 2006, otherwise will be sued in court." This Mr. Liu must not know, there is a purple book company at the end of 2005 has taken the company to court, asking for 120,000 yuan for the payment, one months after the court enforcement, but found that the company only one of the remaining 20-pingsquare meters of the shabby office, several computers have been seized. Before this, it was the media exposure and widely circulated in Beijing, the Republican joint prosecution case.　　November 2004, because of a 82,000 yuan financial dispute, the supplier of Beijing Republican linkage Book company will take the company to court, then, Beijing Five crop, Beijing world construction and other books and Shantou University Press, Shanghai Social Science Press and other commissioned Beijing Republican linkage to recover arrears, joined the Beijing Republican linkage Collective action Group. 27-Year-old Liaoning Qingyuan County, Shi Shi franchise store owner Zhu is certainly not understand this, she also commissioned a number of friends in Beijing to ask for 40,000 dollars to be returned after the liquidation of the book, and on March 31, 2007 to meet with reporters, they categorically expressed the need to pass the legal means to resolve the due debt.　　Of course, there are so many people with such fate, the first prosecution of the company's Mr. Zhao Wan also did not get his victory in the verdict of more than 20,000, Shandong Jining Zhang, Zhungwenqi couple is a pair of laid-off workers, also through various ways in the recovery of arrears ... Guangdong Learning and excellent bookstore general manager Chen Dingfang, Shenzhen Gong Group general manager Ompeve also clearly inform reporters, Shi Shi company owed them more than 1 million yuan of the purchase price. What is the relationship between publishing house and Shi Shi company? "They have an internal harmony, generally do not take legal channels," Feng reporters, "but Shi Shi Company may owe publishers up to tens of millions of dollars." "We also found in the data: In 2005, the Institute of Foreign Affairs in Chaoyang court in Beijing sued the company, to recover 175,000 yuan of the payment, but today, the institute still did not get the money."　　"China book business newspaper" has reported that the people's Literature publishing house, China Encyclopedia Press, the PLA literature and art publishing house, etc., so far there are tens of thousands of to a hundred thousand of of the arrears can not be cashed. In our dozens of and Shi Shi Bookstore has disputes with the franchisee and the staff of the survey, we also and the book industry authoritative media, "China book business newspaper" reporters to the company's problems are discussed. "China book business Newspaper" April 16, 2007 also made a special topic, entitled "' Outstanding ' arrears, the creditor claims," the article pointed out: up to the publishing house, private suppliers, down to the chain franchise stores, less than thousands of yuan, many million yuan, Shi Shi Bookstore Company's arrears when the above million.　　Shi Shi Company in April 2006 on the advance of more than 7 million yuan of books with 5 points to deal with the special bookstore, and currently the company has no solvency. Shi Shi mode cross-examine Mr. Shi Shi before in the media interview, like to talk about his exploration of the book business model. He will refer to the four times in 1995 to the United States, two visits to Europe to study the status of the book industry, mentioned that he created a chain, book club, online bookstore Trinity Interactive business model.　　But if we dig into it, we'll find that it never really happened. Shi Shi entered the book industry in 1996, when he opened 8 stores, he said he invested 880, the second year opened more than 10, when Shi Shi I have expressed the feeling of the pressure of capital.　　Shi Shi Bookstore in July 1997 set up a good book club, the club also founded the journal "Good Book", but the real online bookshop until 2000 to surface. Shi Shi's online bookstore opened in March 2000, Shi Shi said: "At that time the situation of financing is very good, in June 2000 with a Singapore investment group formally signed, financing 6 million of dollars." It was officially released at that time, in 2000 in June or July, but at this time because of the reasons for not market, the company was a severe impact, was closed for six months. (This is the 1999-Year-old "Banned books" known to the industry, who inadvertently classified a banned book as the top ten. Therefore, the final funding is not in place, also lost the opportunity of E-commerce. This also shows that its online bookstore has been unable to embark on the normal track, Shi Shi joined the guide in the promotion of the trinity of the successful model can not afford scrutiny.　　Shi Shi in December 2004 to accept the "City Express" reporter interviewed also admitted: because our online bookstore can not and Dangdang, excellent network to contend with, Good Book club and the German Bertelsmann book friends will competition, so we have always put the strategic focus on the chain operation. Franchise chain has always been the main business of the company.　　What is the mode of franchising? Shi Shi Company's former vice President Feng told reporters: "The failure of the company is mainly not in the public said the internal management, not the management of cultural quality is not high, the root cause of the failure of the business model." Feng points out: There is no concept of business flow for companies in power. Cash flow, logistics, information flow is not smooth. "I think the cash flow is the key, your cash flow is not unified, how do you know how many books to sell the franchise?" The so-called joining is actually in a nominal. "Selling books in the hands of the bookstore, you can not unify the cash flow." This is the root of the problem, the unified cash flow, your information flow, your logistics can be unified. Feng said: "The natural point of death here, all the work has become castles in the castle." "Whether it is more than 600 franchise stores, come and go many excellent professional managers, can not save the company has become inevitable." Feng is very confident that he redesigned a business model to solve the problem of capital flow: cooperation with the Mall, the sale of books by the big stores and the company control, and then into the franchisee.　　Feng said that the initial cooperation with several Carrefour proved the feasibility of this model operation, but he believes that there is no longer funds and ability to promote such a model, and finally chose to leave. As early as 2003, SARS had made Shi Shi company's weak franchise model completely exposed. Franchise Shop originally in the company headquarters procurement volume is not large, most of the loss to local wholesalers there, but the SARS came to a complete interruption. Shi Shi also concluded that: 2003 has half a year can not be shipped, so the return of the franchise did not come back, are streaming to the local market up. Book DepreciationFast, the book discount in each circulation link is also not unified. Franchisee later found that the wholesale market to get more discounts on the books, also chose other channels for book purchase. Again, some franchisee drilling this loophole, with a lower discount to buy books to return from the company's purchase price, profit from it.　　For example, a franchise store sold 100 books, it will be from the wholesale market with a low discount to buy 80 of the same books, returned to the Shi Shi Headquarters Company, said only sold 20, so you can request a refund, earn the difference. The Beijing News reporter survey learned that this kind of free in the library channels, but hanging Shi Shi in the name of the phenomenon in the Shi Shi more than 600 franchise stores are very common, some franchisees even deviate from the book Bookstore to humanities, social science oriented positioning, operating a teaching-assisted, science and technology books. A large number of people to the Shi Shi company to pursue the so-called culture, high-grade reading positioning also raised the question, the book bookstore opened to county-level cities, here and how many high-end readers? Positioned at the high-end and allowed to join in remote county-level cities, this apparent conflict strategy has not been twisted.　　Or, Shi Shi Company's decision-making level is simply powerless to solve these details, substantive management issues, the company's overall operation has been in a disorderly, reckless process. The dilemma and outlet of franchise chain Beijing Dragon Media advertising culture Bookstore, the existing 7 stores, annual turnover of more than 10 million yuan, in the industry quite Word-of-mouth, 2006 was also awarded the "Best Professional Bookstore" title. General manager Xu Zhiming 1997,2002 twice tried to join the chain, have failed to end. The reason, he thought, is the particularity of the Chinese book industry. Book is a pricing, diversified supply, extremely standardized products, that is, the product is not specific and monopolistic, but also because the middle profit space is very small, it is difficult to profit. Other industries and products, such as clothing, pharmaceuticals, home appliances, and so on, their sales profit space is very large, but also its products, brands and other particularity, so the franchise chain in these areas can do a vigorous.　　In addition, the franchise chain of the parent company's own management and operation system is not mature, can not provide a perfect management mode of operation, which is also the main reason for the failure of the bookstore franchise chain. Xu Zhiming also told reporters that from the international perspective, there is no special successful franchise mode. The largest chain bookstore in the United States, Connaught Bookstore, are all straight shop, the second largest borders bookstore, in the United States are all straight shop, in the overseas have part of the franchise, but all the distribution of English books, has the specificity of the language, can reflect the special advantages of the product.　　So, from the world, to do franchise chain bookstore has not much success experience. As one of the most successful private bookstores in China, for more than more than 10 years, the Beijing pantheon has always adhered to its own professional bookstore in the independent bookstore role, with its unique academic atmosphere in many bookstores stand out, distinguished, there are "best Book of the Humanities Bookstore," said. Liu Suli, its general manager, said 4 years ago: "In mainland China, there are no conditions for developing a retail chain in a scale of 4-5 years." Just 4 years ago.Prediction, the reporter Jean Liu Suli to join the chain of the topic, he stressed that in recent years, the overall environment of the bookstore has not changed, the problems encountered within and outside the solution, and even become even worse, this shows, is not suitable for franchising franchise. We come to see Liu Suli general manager's reason: First, the main supply system has not a small distance from the market operation; second, the book is cereals perishable goods, need fine and strong logistics system support, regardless of society or industry, in the short term can not provide such support capacity; third, The human resources Reserve and the industry training ability are extremely scarce, the decade tree-tree is not a day's work, the profession Profession Manager's appearance also is not just in sight; four, the industry main body more than 60 years traditional power and the benefit distribution pattern, to the chain bookstore management to constitute the enormous pressure.　　Therefore, the chain bookstore business model, has not yet become a choice. Xiamen Photosynthesis Bookstore is the most successful chain bookstore, "Yi Hua Cup 2006 private book industry selection" to push it as the "Best Chain bookstore." But as of April 2007, it only opened a franchise bookstore. General manager Sun Chi told reporters, joined the chain is still in the groping stage, even if the current 16 direct chain, but also walk stop, touch the stone came. Franchise Bookstore, the current photosynthesis only in Xiamen Jimei University near the opening of a family, can be said to be a new trial point. "From the traditional model, the former book industry is not in favor of franchising, because from the book product, brand and supply point of view is not controllable" "our company supplies, authorized brand use, they returned to entrust us to operate, holiday hotel management model and we are more like", Sun Chi this elaborated her franchise mode. Xu Zhiming also said: Sun Chi general manager of the franchisee is only responsible for capital investment, her idea is feasible, logistics distribution, personnel management are photosynthesis themselves do, the franchise can not control the problem solved.