Electricity Dealer price war, books become cannon fodder

Are we in order to pursue more profits, through very means, overdraft consumer trust, the consumption of brand resources, ultimately the cost to the uninformed readers?

is not we should not care about the intrinsic value of their products, regardless of their production costs and the actual price deviation, to cultivate a group of positioning dislocation of God?

A publisher's "2012 Question"

This year the publication of a major landscape http://www.aliyun.com/zixun/aggregation/7869.html "> Electric business War, book Price first."

Counting everyone will count, standing in the book-buying angle, I am very happy, standing in the publisher's point of view, but also a little anxious.

Cannon Fodder Pioneer Group

"Today, readers don't think the new book 50 percent is a low discount."

It should be said that nearly two years, since 2011 Jingdong Mall book Shocking "6 18" folded 50 percent promotional activities began, the price of the electricity business Book war more and more disorderly. Today's readers will never think of new book 50 percent as a very low discount. The book price is not the lowest, only lower, even if my book addiction readers, also in more than two years, the rapid expansion of the book area (reading frequency is too low, so not the reading area).

From the perspective of a publishing practitioner, in the past two years, there has been a strong increase in book price wars and sales flows, bringing about some new phenomena. First of all, the vast majority of best-selling books printed price increases, this means that the overall pricing of books has improved; Secondly, the channel management of publishing houses is more or less in need of new situation, for example, low price book return Reflow Press and regional channel confusion; then, the book for the main business of the ground stores bear a huge price differential pressure, The real bookstore in the operating winter, the sudden wind cooling; Finally, the list effect has never been stronger, more than one sex book, the book market more and more like speculative markets, through the sale of sales, the number of roller coaster books more and more.

In the final analysis, the existing electricity quotient's book price war root is outside the book market, the tradition sells the book to earn money, gains is the profit, through the subsidy fund loses the book, the electricity merchant gains is the scale and the high quality customer resources. Compared with other products, book viscosity high, customer stability, low operating costs, and long-term maintenance of reading habits of people with a considerable level of knowledge, have a certain consumption capacity, books in the bulk of the shopping in the marginal cost, where the loss of natural will be back.

The operation of book promotions, electrical business in addition to platform costs and warehousing logistics costs, the cost of the book itself to sell the form of the post-knot to avoid the book products to facilitate the safekeeping of the stacking, can be returned, single varieties of low prices, rapid variety updates, with cultural attributes and tools, easy access to extensive attention ... The special attributes of these books are the important reasons for the first of the Electronic Business War books. I suspect Jingdong Mall if not to enter the book retail, whether there will be continued expansion, singing all the way to the market share? I say so, because I always go to jingdong to see if there is no book concessions, by the way to buy a lot of things, a period of time down, forming a habit, no longer parity, other online shop simply do not go.

If home appliances, digital, etc. is the mainstream of the main electric power dealers, then the book as the eye-catching price of the pioneer, very low cost of death squads, as the fate of cannon fodder seems to have been determined.

Integrity and Publishing

"Designed for discounted prices"

Publishers are doing business, the natural pursuit of profit, the current book industry consensus is that the book price is too low, this situation seems to have changed with the electric business war. At the level of book price rise, the fierce discount of the electricity merchant price war has spawned a group of publishers who are full of ambition and passion, and also spawned a group of readers with negative mentality.

Due to the Mano price war, the quality of a batch of products in line with the publication of traditional books also really put down the price, although this price is a benefit is not to be commented. But another book designed to discount prices for discounts also came into being, the book prices of such books are often higher than the average price level, because the high price books can be low discount shipments, even if the electric dealers do not fight, they can be a big discount promotion. To the reader, spend 16 yuan to buy a 80 percent book and 22 dollars to buy a 50 percent book, which kind of psychology feels better?

In addition, I have listened to a colleague of a publishing enterprise, her view of marketing is, a quality of the general book, through the technical operation, can be a certain cost to get a good list position, and greatly pull sales, said not to become a bestseller. This will undoubtedly make those who are distressed for the sale of the editors, but I suspect that this is a low level of duplication of waste of social resources of evil. In the power of logistics advantages and price subsidies to break down the physical bookstore, retail stores, page resources are sold away. Buy books sell book business take money at ease, publishers pull sales caused onlookers cheerful, the final cost, or all spread to buy book readers. Promote large sales, small promotion of small sales, not to promote the phenomenon of the book this spirit of the product spread away from the quality of the content, became the victim of the capital game.

Price war under the consumer psychological changes rather difficult to ponder, care, a book, anyway, the final price will be reduced, if the price has been bought a lot, then wait and see is not better? General commodity price natural cycle, new product technology or design-leading, suitable for consumer market demand, keep prices strong, with the passage of time and market saturation, liquidity weakening, storage costs increase, capital occupancy gradually become a problem, so began to reduce sales, complete its life cycle.

The book product of the Electric business War, from its birth, became the low discount product, the difference, is because the electricity quotient subsidy, the producer's profit is less, by the actual sale price influence, this has already existed to the book value underestimate. While books, like other products, depend on the need to determine their value, dealers are willing to sell, publishers are happy to produce at full throttle, consumers certainly not too low prices.

This negative mindset about the value of a whole product affects the producer, to operate the entity retail store business, is undoubtedly the more bad news, books in addition to a meager profit of products, but also become a must depreciate the product, no matter from which point of view, the publisher and the impact of the seller can not be said to be positive.

is not our products, although not to bring more value, in order to ensure that the product in the hearts of consumers competitive advantage, to spend more resources, cut more trees, do look very beautiful? Are we in order to pursue more profits, through very means, overdraft consumer trust, the consumption of brand resources, ultimately the cost to the uninformed readers? is not we should not care about the intrinsic value of their products, regardless of their production costs and the actual price deviation, to cultivate a group of positioning dislocation of God?

The price does not necessarily embody the value completely, but must be able to embody the degree that the commodity is needed, the book price becomes the Chinese cabbage price, for me this book does not read the consumer, do not know is good is bad. I only know from the former that Joy Infinite, a book Day, so Gone forever.