Mo
Mo Yan won the Nobel Prize news, the domestic booksellers did not seize the opportunity to miss the first wave of huge opportunities for marketing. Now, Mo Yan to the Nobel Prize in Sweden, will bring a new round of marketing opportunities, if properly marketed, will gain more market share. The industry predicts that the relatively often broken goods and the price is not low paper books, E-book reading more market.
Heat-driven book "Catfish Effect"
domestic market has been enthusiastic about the popular writers, best-selling authors, so Mo Yan after the award, publishers "Mutual Pinch", the book dealers on the surface of the "gambling", especially for the pre-sale, out of stock in the state of the entity books, E-books has recently become the focus of electronic business opportunities to grasp. A survey found that "Mo Yan Heat" triggered the book "Catfish Effect", not only Mo Yan's related books sales hot, while driving consumers to read enthusiasm, increase sales of other books.
usually popular books appear, followed by the copyright issue. At present, Mo Yan's entity book copyright mainly by the writer Publishing house, Shanghai Literary Publishing house, the fine code Bowei these three houses. Mo Yan before the award, the writer's publishing house has begun to plan and recommend Mo Yan's latest anthology; Shanghai Literature and Art publishing house and the electric business Dangdang, exclusive pre-sale 14 copies of "Mo Yan", etc., it is understood that the book market price of 410 yuan, Dangdang pre-sale price of 287 yuan, pre-sale 3rd order volume over 100,000, The turnover of single goods is nearly 30 million yuan.
According to Consumer psychology analysis, when the news appears, people will want to find out exactly, irrational consumption proportion increases, but after the first wave of marketing, again the climax needs more exciting news events to drive, at this time consumption is more tend to rational. Thus, at the beginning of Mo Yan's award, the price of the paper books was still paid for. The industry believes that Mo Yan to accept the time period, people spend more rational, eyes will be more locked in the field of E-books.
ebook "Buyout"
Dangdang or "Mo War" winner
Mo Yan before the award, Dangdang that has pre-sale of Mo Yan Anthology. Before accepting the prize, Dangdang reached an agreement with the writer's publishing house to obtain a full set of 20 books on the works of Mo Yan, including the exclusive launch of 4 new books in electronic version. Subsequently, Mo Yan's book, "Master Mo" also got the exclusive right to start, industry forecasts, Dangdang or will become the electric business "Mo Yan Marketing War" in the winners.
now on the market to sell Mo Yan Works of business as many as Chiu Yujia, marketing methods are also different, "service card", "Pre-sale package mail", but whether genuine but not known. Dangdang Digital Museum related officials pointed out that Dangdang ebook all by the formal publishing authority, and will increase the best-selling books, new books, exclusive book introduction, strengthen the quality of e-book content construction, in order to cultivate consumer reading habits, and quickly improve the development of digital business.
industry personage Analysis, when "Mo Yan" becomes a kind of marketing symbol, the electric dealer's occasion marketing tactics increase therefore, as long as the electric trader grasps the consumer's psychological demand, promotes the consumer's reading interest, will finally reach the product and the brand double benefit. The genuine electronic book price is low, can read anytime and anywhere, the future will occupy the paper book share. But to Mo Yan, whether can borrow the book Platform marketing means, set off a literature upsurge, is the most anticipated thing.
