90 minutes, 8000 cartons, the antecedents of the book Bag

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It's been one months now that we've been selling the book bag for the mind. As a person who has stretched his foot from the book industry to try the water temperature on the Internet, I know that this time has different concepts for different people. On the Internet, this story has passed, and in the industry, it is at least at present irrelevant to most people. The information, news and stories on the internet are really like the passing of the sun, and the line is still on the squares, and the line has become the past.

Therefore, I think, maybe this is the time to light up after the smoke, not for others, for I still in this industry toss of this group of people.

Within five hours, 8000 sets of payments are complete.

Back to that day. June 16, in the group of thinking of Burson and Luo, we opened a handicap, from the voice of the morning Luo Fat, the Micro shop on sale, to the night 12 o'clock, this 17.5 hours, book bag can sell how much. The number of the 8000 is sold out. I pondered a moment, the newspaper 6000, take off not flower sister newspaper 5800, and Luo thought docking this project of the children, reported 3700--I think this is completely to find the rhythm of expulsion, the war is imminent, even an auspicious word will not say.

Before we have for this limited edition exactly how much has discussed, I am more conservative, Luo fat actually is also. Since it is an experiment, the more closed the condition, the clearer the effect of the experiment. Finally set to 8000, is that we all feel a little bit sure of a number. With this number at the bottom, other experimental conditions must be harsh. For example, the contents of the box do not inform, do not discount, do not preheat, platform, a micro-shop, a volley, bang on sale.

But my real idea, even if it was sold out in two weeks, was a major breakthrough. 4,991 boxes of book bags, online payment has been considered large, the importance of the book today even compared to a Chinese clothing, a good meal. Of course, the book bag is the subject of books, but not just a book, not because the book is not the same thing, but because it is essentially a game with the nature and temperature of the gift package.

I was going to put it on the Internet bookstore and the Micro Shop, the idea is very simple, the micro-shop first open, sell only 5000 sets, the remaining in the when or jingdong sales, to the influence of the traditional channels, this thinking is a good thing, not only affect the thinking of the people concerned. Rough feel no need, in a single micro-shop channel can. I didn't agree at the time, but after I got back, I figured it out. If you want to divide the channel, the contents of the gift package should be different in form. If there is no difference, the point of the channel is only to speak from the words. Special custom channels have their own exclusive flavor, just as private dishes and Meishan Dongpo restaurant difference. All good, but have to have a different kind of stylish.

On the morning of June 17, when I first saw the early morning in Beijing in more than 10 years, I was completely unsure of the results of this extremely harsh and restrictive experiment. Luo fat performance calm, but I think his heart is not as the performance of the hand holding grip. The day after the voice of the main text of the sales copy, the original name is "Disturbed and madness", this is my true embodiment of mentality.

6:29 The voice broadcast of the fat, Luo thought Book Pack Group in a specially opened room, gathered 10 people, in addition to occasional data delivery and running, Chinga. 6:34 the first single down, after the limit of almost a second to one or two sets of speed in the reduction, less than 7 points, received a phone from New York, Sydney, asked the international delivery of postage. There is a problem we did not take into account, because the book bag has tea, and the tea to be delivered abroad, need to receive a very strict reporting, can not be as a general product direct courier. Although foreign orders are not many, but also our mistakes.

As fast as 7, it has basically ensured that Rough's overall victory in the pan is no longer 17.5 hours, but it will be sold out in less than one hours. But at about 7:30, it was my most stressful time, because the inventory is the following list of quasi-reduction, that is, there are still more than 1000 boxes, and the order of users there are two thousand or three thousand people do not pay, which means very likely when the inventory shows the number of zero, in fact, there are more than 3,000 boxes and no payment, and really want to buy people , it is impossible to buy after the inventory is zero.

If we deduct the stock by payment instead of the following list, this will not happen, but there may be overpayment, such as the display of inventory, but it is only in the background is processing payment, when he orders payment will be successful, but the goods have not, this will face an explanation, face a refund. Refund is a small matter, how to let plainly see there is a stock payment has not been robbed, change the position to consider, if I am this person, how do you explain I can not be happy to accept. Talk about a Half-day customer experience, even the most basic purchase people can not be satisfied with the customer experience is nothing more than bragging force just. Whichever you choose, it is a dilemma.

I immediately called Rough, asked him to say hello on Weibo, finished, but there is no payment of the part in one hours will release the inventory, please be patient brush screen. To tell you the truth, I do not have too much hope for this, after all, a look at the inventory is zero, it is not likely to run to the Bo Luo fat Weibo to look at the information. Luo thought is responsible for docking this project handsome boy Xiaofan, also nervous, we stay in front of the computer, over a period of time can release dozens of to 100 of inventory. When the inventory is released, it disappears in seconds. I'm a little relieved. I can imagine those stubborn buyers, holding a mobile phone, a moment to constantly brush the screen, brush out the hands and feet after the quick, because even if the release of 300, if the payment process to fill out the problem, and finally can not get. Perhaps because of this, some people even mobile phone number directly fill in: 1234567 ... In the logistics delivery, this is to let us the most headaches, not contact people, can only passively wait for them to telephone inquiries.

11:37, all payments are complete and the micro shop closes.

Rough called, let me hurriedly to write out the experiment report, the next day will be in the micro-letter public number published. I applied later, because there is no time to make, printing factory box has not been fully packaged, the main reason is more than 5000 notebook of the Double-layer skin die-cutting out of the problem, although outsiders may not be able to see, but it is disgusting, temporarily let people from Zhejiang transferred materials, rework redo. This delay directly affects the packing speed and delivery speed. Luo fat does not concede, he said, the next morning must send an experiment report, another day people all forget this thing, don't forget this is the Internet, not your book industry! You see, it's still a different sense of time.

I had to work on it, and I was snooping around the customer service, at this time the volume of customer service is very large, the problem has become more complex, and we do not have a day of customer service training editors, can only see recruit the recruit; To send our people to the printing plant packaging and requirements logistics Fangshunfeng in accordance with the original plan wrapped plastic film Waterproof, The South has been raining too much this year, at least to ensure that the book bag, even under very small possibilities, is sent to the reader's hands not to get wet, while writing an experimental report, to the teeth of fat hate.

Review: How to push assumptions into real

The first one to produce this motion was the fat. I have already said the story in the sales copy. Luo Fat's interest lies in how to do a traditional publishing industry to plunge glasses of the experiment, his advantage is the depth of the Community economy understanding, as well as a considerable amount of reading and stable selection standards. I want to say, we might as well do it a little bit more extreme, to do a special version of the thought of Rom, I went to house-to-house with the publishing house to talk about the special custom version of the power to transfer, the book for comprehensive packaging integration, so that these books form a theme resonance, rather than just provide a single book. It's the dumbest thing to do, and it's hard, but interesting.

Rom thought for us, is a 2.2 million people (of course, initially we have this motion is only more than 600,000 people) of the Internet community, and Rough himself to read and share ideas as a binder to the community has a strong knowledge community characteristics, the community and the book itself has a natural closeness. We are too often in the analysis of a book How many readers, analysis to analyze, but behind closed doors. Why can't we do a lot of work for a community that's so prominent, not just for the sake of 20 million or 200 million people? The social orientation of this community is so accurate that it is a good experimental plot.

And for the thought of ROM, it needs some products, even extreme products, whether it's a book bag, or a mooncake that doesn't produce any imagination, tests the connectivity of the community and tests the commercial viability of the community economy in extreme conditions, an extremely vertical channel, as long as the product is aligned, It may erupt into potential energy that breaks through the imagination of traditional channels.

Throughout the project, Luo Fat for the selected book endorsement, in the community to exert influence and appeal, the maximum to pry the community energy, and we more in the book package planning, copyright negotiations, production input, that is, the light of the thinking, the heavy tradition to us. The resulting profits, Luo thought in the form of brand cooperation in proportion.

The book is not enough, it is too traditional. Must be mixed into something else, Rom thought notebook is the first thought, because for the community, this is not a notebook, it is almost the only bookcase can be interpreted as "the future standing behind you" the subject of the carrier, but also will be a token of the thinking community of Luo. What are the other mix-and-match items, we have put forward more than 10 programs, one after another to overthrow. Finally determined is the game of the spirit of the olive oil and the whole process of organic transparent traceability of the local folks, then took off the sister did not enter the Luo thought team, but the two lines are her pimp.

Luo fat began to provide seven horizontal eight longitudinal fifty or sixty book list, because our request is, the book must be a good book, not a big selling, can withstand reading, do not care must be the same category, scientific or social, and even biological, have no relationship. People are reading, and a book about the body and a book about industry development may be the same person's reading range.

The hypothesis of the feasibility of schoolbags is that we firmly believe that the value of reading is not degraded, but in the book market alone, there are more than 200,000 new books coming into the market in a year, "choice" becomes the biggest cost of reading, not the price. People with long-term stable reading habits each have a way to retrace find the most suitable for their own books, but there is no such a deep habit of people, the choice is troublesome, and Rough this "around the scholar", after more than a year every day 6:30 A.M. rain or shine 60 seconds of voice and push articles, 76 of quality video programs, Its choice of book taste and vision, storytelling angle and taste, has formed a strong accumulation of trust. Because of trust, so buy. It minimizes the cost of human choice. Many intellectuals also open books, how many of the recommended books will also have an impact, they have authority, but no community viscosity, and the vocal parts are too high, in the media, the effectiveness of the empty propaganda is declining, the impact of this recommendation is limited, it is impossible to produce large-scale sales, and only may become one of the tipping point. A community economy based on trust is the fundamental assumption of this project.

Figure Bag's core design elements, from the brain jumped out of the first idea, is Raphael's famous painting, "Athens College," which is the golden age of Human love and wisdom, there is a naïve innocence, so that the exploration of friction and heat, knowledge breakthrough, collision and diffusion is full of beauty. This is far from the sharing of knowledge and culture with the knowledge community on the internet today.

As a person who has entered the publishing line for 15 years, I have been in the state-owned press for many years, and I know the press's scruples and ills. My colleagues and I talk to the press about this matter, less of the situation is this: "Ah! Luo thought I know, Special edition? You pay royalties? There is also a proprietary channel transfer fee, which means we do not have any cost? That's good! A lot of the situation is this: "Here is the editorial office, to buy books to find sales department!" Is it not buying books? What proprietary channel customization? The copyright is ours, you know?

Some reactions are: Well, that sounds good. But then heard, worry I also know, this book in the market is not very good, but this piece of meat even if rotten to my pot, where you sell 8000 more? Besides my family great big, where cares about you to give this trivial transfer fee. Besides, what if my author was picked off by you?

There is a step by step, ask for instructions to go, oneself also say not clear, also not so big power, also had nothing.

Publishing is a very interesting industry, the exchanges between peers are few, nothing more than two reasons. The first is the gene of the big industrial era, with exclusive right of exclusive publication as an important resource, so long as these resources are gathered, the benefit is gained in the scale production. Each other to learn from each other, the power of complementarity is insufficient. Second, different areas, such as management and children, from soliciting contributions, planning process to sales promotion and contact the author circle, there are many differences, the intersection is very little. Therefore, the industry has a variety of superior experience, brand promotion, case release, but very few horizontal cooperation and constructive exchanges. People in the publishing circle are more like isolated islands of industrial production.

This is an experiment for us and a business, as well as for others. I don't think it's great that people reject us, or if they feel that there is no risk or cost, but if they don't bother to do it, there must be no truth to them, or some people feel that there is not enough income, which is justified. No, these are not the reasons why I am somewhat disappointed. Really let me frustrated, is that some of the peers do not understand at all, also have no interest to listen to, they feel a good book to Do Lai, as long as done is good, resigned, marketing things have the promotion department is responsible for what I do? They think mine is mine, even if it is a piece of gold, now stained with mud, I'm sorry, This mud you don't want to rub a little bit, in case the gold is you scrape to do?

April, I went to see Zhang Yimou's new film "Return" of the internal preview, during which met the "reading Library" of the publisher Leslie, the circle of people outside the circle call him old six. Old Six is a very respectable publisher, but I guess he prefers to be asked to edit them. He is a real craftsman, his "Reading Library" "Japanese Class" "heirloom" with a strong taste of Liuwei Dihuang pill, really put their personality temperament and aesthetic tendencies and the depth of the publication infiltration.

He said: "I heard you talk to the press about rental revision, I did a book, it is difficult ah." "I wry smile:" is difficult. I have encountered the difficulties you have encountered, you have not met me also met. ”

In fact, the biggest difficulty lies in the 8000 set in an unconventional book sales channel, a pure vertical channel within the sales, and no discounts. This means that if the book cannot be sold, we lose the possibility of discounting in any open channel. For us, is the project failure, cost loss, for Luo fat, it is a Luo thought reputation loss, although this is an experiment, the possibility of success or failure, but objectively speaking, this loss is much larger than us.

This project is a lot of twists and turns, originally intended to sell at the end of April, everything is ready, then came the news of the breakup of Old and Shenyin, which was absolutely a thunderbolt to me. After setting a new sales time, we have to destroy the original box and the printed cover, and start again.

The most interesting accident is in customer service. The editors, planners and marketing departments of our group of publishers have never received any customer service training, and have undergone a simple battle of pre-war mobilization and basic training. Afterwards, I asked the editor, is it useful to train before?

I anticipate that the sales process will be the peak of customer service, but the entire customer service process stretches for two weeks, which is the fault of those who have never had the experience of the electrical business. As a result, we invested 16 people, and 8 were at least two weeks. Customer service content of strange, request information can be fully traced back to the financial, micro-shop, shun Fung Logistics seamless docking. Especially when the sales of micro-stores closed, customer service phone also disappeared, although after the replenishment, which also caused a lot of complaints. Due to the quality of the book process is not good enough, bookcase some of the heavy, back and forth replacement, will also affect the feelings of this part of the customer.

If the book industry purely from the commercial attribute point of view, nothing but the manufacturing industry, coupled with the cultural, creative label, also can not change its large-scale production, distribution channels, the nature of the payment period. And this intimate contact with the Internet, only to perceive the adjustment must join the service gene, and this for the book industry, not to say is a huge challenge, at least there must be a considerable system and training preparation.

Lesson and Spit

Figure bag Sales after the end of the next day, the experimental report online. I and Lao Luo, take off not flowers understand, less than 1.5 hours sold, is a record, is a new play to get everyone to join in, but sales is only the first step of success. Next, we look at the buyer's feedback every day.

But in the process of looking at the feedback, at least I have the mentality of the problem. Say well, said particularly like, will be automatically ignored, as if this is supposed to, say bad, even before receiving bookcase, as the buyer's identity said this experiment failed, will pay special attention, not happy. In fact, a good deal, say bad, in more than 7,000 buyers are a minority, there are silent majority.

If you play from scratch, there may be several parts that will adjust:

√ First, the internal design of the box should look for professional industrial designers, out of the box feel stunning, box size can also be reduced.

√ Second, in the copy will add a sentence, if you read the depth of less than 4 per year, it is recommended not to buy. The books inside are good books, but they are also hard books. It takes a bit of strength to chew. It's really not the easy gift package for Christmas.

√ Third, it cannot be assumed that all readers are aware of the concept of versioning, and that the use of such terms requires special instructions.

There are many terms in the book industry, the only version is that this is a special custom version, refers to the custom packaging, some also include the re-edited, a book can have a variety of versions, version and copyright is not the same, the introduction of a special custom version is not that there is no other version of the market Book selection, is a number of in-depth reading of readers more accustomed to using paper, hardcover or paperback, font size, footer the foot of the white ... Each book has its own unique temperament, even if the inside of every word and punctuation is the same, feel and sense of purpose will be different. But if not so exquisite, printed on the toilet paper, the book, in principle can be seen.

One of the big problems with the traditional book industry is that even if your books are sold at 1 million, you don't know who they are, the advantage of vertical channel sales is that they can be heard directly through customer service and social media. Yes, that's the connection. This is a feature that has nothing to do with Internet products, which is fresh and interesting in the book industry. The connection does not mean that only a good word is heard, but it also means direct, tough, and even scathing criticism. Colleagues in the book industry, you don't really know what a connection means if you don't have more than 200 phone calls.

But there are more interesting things.

For example, we have received a return box, the buyer is a new college graduate girl, directly holding the box to the company. Her biggest complaint is why not every book has a Rough guide. We explain that every book has it, but it is printed on a single letter. The girl shook her head, not this kind of guidance, Luo Fat's guidance should be more meticulous, tells us each book which place is most worth reading, why is worth reading, how should read, "the guidance should at least have half book so thick!" Said the girl.

We have also received a phone call, said to have bought 11 cases, now to return 7 boxes. He told us in no secret that he was the ox, betting on the scarcity of these bookcase. Hang out on the website with your micro-trust friends and sell only 4 boxes. At least he kept cutting prices down to the original price. This time to ask the people suddenly more up, the first question is "Mail does not?". The Ox is mad: "I am strange, the same bookcase, why Lo Zhenyu to say hello can sell, I say hello can't sell?!" Ox and we continuously dozen no more than 5 phone: "You are not doing the experiment?" The experiment has the risk, you must face our ox existence, I tell you, in the Association of a certain section of the provisions, is to protect our yellow cattle rights! "

Rom Thinking notebook we used close skin texture of the double-layer color-changing skin, the price is not cheap, soft feel. But others say they dislike it, for the reason is that it should be more tough to touch the flesh.

Part of the spit comes from the price. Some people shout, a book to sell 126? Rob the money Ah, you! The net of an old book to sell 20! But he may not have noticed, there is also a very thick book, priced only 30, and this price is not large enough to cover the cost. Figure schoolbag to do a unified pricing, the six book a total of 1900 pages, 118.75 printed, according to our best 80 grams of pure paper and manual soft hardcover binding, the normal price range in the domestic book market is between 420 yuan and 546 yuan. The number we took is 477 yuan.

Why not to 420 yuan or even lower?

Each book has a different cost of copyright, and some of the cost is quite high, it is necessary to develop a separate pricing strategy for each book. The real profit of traditional books often comes from reprint, and this version will not reprint, only limited printing, which means that there is no later reprint to make up the upfront cost.

Rom the mind of the Keepsake notebook, priced 58 yuan. For individually designed notebooks, this pricing is below the average line. Local folks tea, priced 119 yuan. Gift Box packaging. This gift box by the density board and cardboard combined production, with a more complex die-cutting process, the cost is close to 30 yuan, and the packaging part is pure cost, do not enter the pricing.

When we choose a better reputation as a logistics side, it means to bear the highest domestic logistics costs. For example, 21 provinces per box Express cost of 43 yuan, and some from Beijing more distant provinces and municipalities, from 53 to 124 yuan.

Priced 499 yuan, just do not want to use a high price discount on the way to exchange for everyone a cheap psychological illusion.

The fundamental purpose of this project is not to make money, but it does not mean that there is no profit margin. To earn money is not shameful, for such an experiment, if not earn money, it failed from the beginning.

There are too many regrets, too many things can be done better. It is impossible to talk about the lessons and experience.

Smoke Ring

Figure Schoolbag This item, tossing time is not short. The middle of a number of twists and turns, insignificant also. I was very happy throughout the whole process. Not only because this is a new gadget, but also because of the cooperation of these people. The local folks of Zhao, Liv Essence oil old Yang, promptitude together to let a person tears, and the same as the sister to take off not to say, although from the formal identity of half just to kill in, but the whole body mental investment never lax. Rough Zhuo, but some of it was just my producer and he was very involved. Release of the day sales copy, before and after the change of more than 10 draft, Luo Fat gave very important advice.

See Zhao last week, he told me, only from book bag swept into their shop two-dimensional code of up to 2000 people, focus on conversion rate of more than 20%. And the oil of the old Yang, the monitoring shows that the activity at least improve the oil of the Baidu Index 30 points. There are some data that I can't read at all.

Although we did the opening report, but also in the micro-letter is circulated, and from our cooperation agencies book sales, no exception has been a large increase. For example, "The Spirit of the Soul" in the book bag sales one months after the volume of shipments increased 17.5 times times, "Heart outside the legend" June or July sales are 9 times times the first two months. Mr. Zhang Hongjie's "Evolution of China's national nature" ranked 400 off the Amazon book list before the book package was launched, after the launch of the best ranking reached 42, a few days ago to Turing Company, "hackers and painters" book sales have also increased significantly, and the continuity is very good. There are still a few records of sales change. We don't dare say it's all about books, but for these silent books, the sale of books has played an important role in boosting sales. "Sperm war" is the starting book in the box, currently only pirated, the new edition is about to be published in August.

One of the assumptions we had about books was that community sales would make community buyers a new source of communication and spread out into the loop. has been confirmed.

Smoke circle vomit here, should say, should not say, all say almost. The experimental report is also our hearts dug lung dry goods, interested peers may wish to see. The power of the community is growing, and the possibility of trusting the economy is spreading. The reorganization of industrial chain needs conditions, but any way, there is no need to deified, the experiment itself, has proved that people in the book to receive information, driving a lot of changes in the purchase, the kind of large-scale, cumbersome channels and marketing methods, if not with the new way of integration, efficiency will only be less and less, and the depth of the different size of the community marketing, may not be customized, will gradually erode or even replace the value of traditional sales. Without understanding and adapting to this change, our embarrassment becomes less graceful and slower to die.

Have a colleague to ask me, the next box still do? I remember the words in the Wuxia novels: Don't Let the moves be old. Next time play not play, how to play, the community, not only in the Rom thinking, but also to develop what new play, are in the planning. If this still exists a number of regrets of the experiment, can let the colleague have a little feeling, can develop more imaginative practice than the current experiment, good is great. Not a polite word.

The last list, if interested, may wish to read. The book bag is gone, but some books can be bought online. They are really good books and they are really worth reading.

"Sperm war" "Beauty" Robin Beck, Guangdong Tourism Publishing house

"The Legend of the Heart" Lee Morning, Tsinghua University Press

A brief history of interesting Life "English" Bryson, Relay Press

"Hackers and Painters" "Us" Paul Graham, People's post and telecommunications press

YEFU, China Youth Press

"The evolution of Chinese National Nature" Zhang Hongjie, Hunan People's publishing house