Mo Yan Award, electricity business platform lacks to gamble heart

Wen Dao ma

Domestic electrical business enterprises collectively "lost" the Mid-Autumn day Golden Week promotional activities, but after the two-day, the cat and Jingdong began the promotional activities, but also brought logistics and part of the dealer's problem. With the November "Singles Day" gradually approaching, the electric dealer's promotional activities began to Jianzaixianshang. In response to the specific promotional, domestic electric business enterprises have shown great patience and confidence, price war also played very happy. But the author observes that the domestic electric business enterprise's gambling marketing strategy, as well as to the possible business promotion control still lacks the foresight, the biggest flaw is that Mo Yan obtains the Nobel Prize this event, does not have one electric business enterprise to grasp this opportunity, but the domestic specialized does the book market The electric Commerce enterprise to have many, No one has carried out the corresponding analysis and reserves, cannot but say that missed an excellent marketing opportunity.

Mo Yan won the prize is not no omen, book Electricity Business Enterprise why not prepare in advance?

As we all know, Mo Yan won this year's Nobel Prize for literature is not without, not groundless. As a matter of fact, the odds of betting companies and the expectations for Mo Yan's awards are high, and the chances of an international and domestic media offering are great. Why is it that our electric business enterprises do not have the information and are not willing to gamble? Make a bet. Mo Yan can get the Nobel Prize in Literature, advance reserve, and even meet the publishing house to advance the layout, Integration Mo Yan's works, and for the Nobel Prize printing, and even special design of the corresponding collection and so on. Imagine if there is an electric dealer to do this reserve, then the award-winning news, a hot scene can be imagined, the profits and benefits will also be expensive.

Unfortunately, we do not see a home appliance business enterprises to do this reserve. This illustrates several aspects of the problem: first, the domestic electricity dealers do not have such a response to the possible unexpected events of the marketing strategy and marketing reserves, plainly, there is no such marketing awareness and forward-looking layout. Second, the domestic electric business enterprise for Mo Yan's award at all does not agree, or did not think, also did not have the determination and the consciousness to gamble. If an electric business enterprise thought of the situation and laid out ahead of time, how much would it gain after Mo Yan won the prize? In fact, the present market is a book difficult to find. Connaught big business opportunities so quietly slip over, and now start to print, but Molinges will soon fade, its books have lost the first wave of huge opportunities for marketing. Third, the domestic book Electric business enterprises have been lack of targeted marketing planning.

With the hot popularity of electronic reading, the electricity business books are bound to be certain, but if the marketing properly, access to market opportunities is not impossible. Sometimes, perhaps mastering a chance can bring a new leap to the electricity quotient book. This aspect, publishing house also exists this kind of problem, the former publishing house's marketing planning is also very strong, but with the popularity of E-books, as well as the impact of piracy, this ability is gradually subsided, in recent years there is no particular example of a bright person.

Copyright concerns arising from the confusion of E-book market

As we all know, copyright and copyright awareness in the domestic more and more norms, some writers sued Apple is this reason, Han's lawsuit against Baidu is also so. In fact, with the popularity of tablet computers, especially the advent of the ipad, the E-book market is becoming more and more popular, but with the resulting electronic copyright disputes are more and more. Domestic electric business enterprises also have to intervene in the E-book market, but more or test water, the real overall spread is relatively small, the market influence is limited. In this context, more electric business enterprises or stay in the traditional book market, but constantly rely on the price advantage to get the reader's favor.

Even in the traditional book market, there are many copyright chaos. Mo Yan after the heat, the fine Canon Bowei, Shanghai Literary publishing house, writer's publishing house and Chinese online all openly declared that they have Mo Yan Works of the relevant copyright, which is not conclusive. It is reported that the current market Mo Yan's entity book copyright mainly by the writer Publishing house, Shanghai Literary Publishing house, the fine Canon Bowei these three families. After Mo Yan won the prize, three publishing parties rushed to print their related works overnight. Among them, the writer's publishing house is still busy planning, recommending Mo Yan's latest anthology; Shanghai Literature and Art publishing house and the electric business cooperation, online open Mo Yan Book works column.

In fact, this is always the case in the domestic market, the popular writer's pursuit of the best-selling author's pursuit has been the focus of the press, this time Mo Yan's award will increase this dispute. For the electric Business enterprise, the focal point still did not grasp this opportunity in advance. Since the first step has been missed, then can the second step be made up? In addition, is to circumvent copyright disputes.

Can Mo Yan arouse the marketing consciousness of the book dealer?

Mo Yan after the award, the major bookstore consecutive days continue to break the phenomenon of goods has not been changed, including Dangdang, Jingdong Mall, including the physical book online sales of electric dealers. In addition, on the subject of Mo Yan's electronic books, such as "Frog", "Life and Death fatigue", within 24 hours of a day click more than 1 million times, the click Rate increased by more than 10 times times. 17K novel online Mo Yan single works of reading the highest number of million.

This is a herd mentality, but also an irrational consumption of heat. And this kind of consumption is often concentrated in the early period of time, missed this period of time, when the market flooded with a lot of products, people's desire to consume is back to rational, for books is also so. When the news came out, people wanted to see what Mo Yan's writings were all about, and wanted to get a sneak peek. But when the first wave of marketing, believe that the market will soon have a large number of printed books appear, but at this time people's desire to buy will decline. Sales of books may continue to be high-profile for some time, but irrational consumption desires will fall dramatically.

So, for the electric business, missed the first wave of irrational consumption, how to win the second wave of guided consumption opportunities? First of all, what is the advantage of the electric business? The price is undoubtedly the first. Compared to the physical bookstore, the price of electricity business is still a certain temptation. This requires the face of the second wave of Mo Yan consumption heat, the electricity business should continue to price stimulation. Second, targeted and publishing industry cooperation, the introduction of fine, especially for the internet market exclusive best. But comparatively speaking, this kind of difficulty is bigger. Although the electricity business platform coverage is big, but the publishing house is afraid not to offend the entity bookstore. Thirdly, the electric business platform should have better marketing countermeasures and promotional means. It must be a consumer inducement, or incentive, beyond the price, such as a gift-reading card. Finally, the electric business enterprise should increase the marketing reserve and the gambling strategy which the emergency brings. For example, the recent big hot election in the United States, is it possible to do some upfront reserves?