The price war of electricity dealers leads to the cost of books priced into the age of 50 yuan

Recently, the "2012 National Book Market Research Report" published by Beijing http://www.aliyun.com/zixun/aggregation/14054.html "> Information Technology Co., Ltd." shows that The average price of new books in China's book market has reached 52.23 yuan.

Zhou Dingliang, a senior publisher, yesterday presented his own analysis of the findings: "Readers actually buy books at a price that is certainly far below 52.23 yuan." Now the book price of each publishing house is forced to ' empty high ', in order to give a big hit price war of the electricity merchant website to leave profit space. ”

Reporters in the When, excellence, suning easy to buy, Jingdong Mall and other electric sites to see, as the price war intensifies, the conventional book pricing by 60 percent is not enough temptation, on the basis of the price, often will be superimposed "over 200 yuan and 100 yuan" and other concessions. Yesterday, Suning Easy purchase website is carrying out "100 yuan to 100 yuan to buy book coupons" Promotional activities, the reporter randomly selected the dolphin publishing house "Dong Qiao Classics: Ying Hua ups and downs record (set of 1-6 volumes)", the book price 260 yuan, usually hit 57 percent when the price is 149 yuan, continue to participate in " After 100 yuan to 100 yuan to buy book coupons, the book price is equivalent to 49 yuan, is the price of 20 percent less.

A writer who declined to be named said in an interview with this reporter: "Last year I published a booklet, according to the regular book price of 20 yuan is reasonable." Unexpectedly, my sample booklet to the publisher of the hands of the boss, he pen, the price changed to 39 yuan. The responsible editor said, the network bookstore is my book sales force, we have to leave enough space for the network bookstore discount, otherwise all kinds of network promotions do down, the website and publishing houses have to lose money. ”

Publishers and the electricity business website of this kind of pricing "tacit understanding", suffering the entity bookstore. "Most of our books purchase price, are priced about 60 percent, the venue, personnel and other costs, we sell 80 percent to calculate the capital preservation." These two years, the book Price rose Fast, the price of various best-selling books in forty or fifty yuan, we do not discount or hit 85 percent at most, buy books are too expensive, turned to the website to buy. Mr. Xiong, who runs a bookstore in central China book trading, complained to reporters.

Some publishers also have their own pricing skills in order to balance the relationship between the electric dealer's website and the physical bookstore. Zhou Dingliang said that some books suitable for promotion on the network, such as the romance category, the economic category, the Workplace category, will be priced a little higher, and some relatively small academic books, more suitable for sale in the physical bookstore, will not set a high price.