Book Dealers fight Mo Yan Marketing War: Price rises 20% still hard to find

Overnight, Mo Yan book price rose nearly 20%, statistics show that the Beijing-east Mo Yan book prices to 79%,http://www.aliyun.com/zixun/aggregation/8090.html "> Amazon China is 37%, Dangdang 32%." Even so, the book is still difficult to find, limited inventory was robbed. In the next few months, "Mo Yan" will directly lead to a round of Chinese literature, the internet sales boom, sparking the electricity business, publishing the overall turmoil.

Mo Yan won the Nobel Prize for Literature and the whole nation boiled. One night Loyang, Jingdong Mall, when, Amazon China and other electric dealers overnight dozen marketing war, book prices, a book is difficult to find.

October 11, in the Swedish capital Stockholm, the Swedish Academy of Arts Permanent secretary Enlond announced that Chinese writer Mo Yan won the 2012 Nobel Prize in Literature, Mo Yan became the first Chinese person to win the Nobel Prize for literature. When the news came, the topic instantly detonated the internet, "Mo Yan Heat" followed.

The first to launch the attack is the major electric platform of the book channel, with the help of users of Mo Yan Works of concern, have launched a marketing campaign, quickly launched the "Battle of Mo Yan." Each big electricity business book channel has hung out Mo Yan's big propaganda photograph, Flash launches Mo Yan Special promotion page.

Overnight, book prices rose rapidly. A Amoy NET data show, Mo Yan book price rise reaches 10%-20%. Take "Frog" as an example, the current net average price is 19 yuan, compared to two weeks ago the average price of 16.2 yuan significantly higher.

Huihui Shopping assistant statistics show that the Beijing-East Mo Yan Book price ratio reached 79%, Amazon China is 37%, Dangdang 32%.

But even so, the book is still difficult to find, limited inventory was robbed. From a business point of view, this may be in the next few months, directly driving a round of Chinese literature, the internet sales boom, sparking the electricity business, publishing the overall turmoil.

Take China's largest book electric business Dangdang as an example, its exclusive pre-sale of the Shanghai Literature and Art publishing house published a total of 14 "Mo Yan Anthology," The market price of 410 yuan, the pre-sale price of 287 yuan, presale 3rd order volume has more than 100,000. According to this calculation, the turnover of a single product is close to 30 million yuan.

Book profit margins, the cost of distribution, is a loss category. In the past, books on the Electronic Business platform discount sales, more as a means of attracting new users of the marketing tool exists. But this time, Mo Yan won the Nobel Prize for literature, but he really let these books to the electric dealer in the full attention, but also stable to get "a bucket of gold."

Some booksellers have admitted to the author that Mo Yan's works are not best-selling books, and at most they are just regular sales books. But after the announcement of the award, in addition to Mo Yan's book sales have a blowout growth, and its contemporaries with the writers such as Jia Ping-ao, Yu Hua, Wang Shuo and other works of the sales have also risen steadily. QQ Network book channel data show that, from 11th, Jia Ping-AO's works sales volume increased by 87% in the same period last week, and Yu Hua's "Alive" jumped into the book weekly sales list of the top 10.

At present, the pursuit of Mo Yan is still heating up, the site page of the "Buy" button has been replaced by "booking", the electrical competition from the "front" into the "backstage." Electric dealers "racked their brains" around the transfer of goods, publishing house emergency printing to meet the quartet needs, it is still difficult to ease the short-term situation of a book difficult to find. Dangdang, the head of the book, said: "As early as the contact press, will Mo Yan book the last batch to get." ”

However, I hope that the huge gap before and after the award is only accidental phenomenon. As Mo Yan said after winning the award, "I do not want to cause any ' Mo Yan '," but "will not cause the upsurge of literature, I am looking forward to."