"Precision Marketing" opens up a new space for booksellers to survive

Liu, director of the National Press and publication Administration, said in the national "two sessions" this year, the Entity bookstore Support Program is expected to be introduced at the end of the month, Shanghai, Guangzhou and other bookstores support program has been launched. However, more than relying on government support, many book sales practitioners are also innovative ideas. "Select the book Master" Let the Bookstore service upgrades, book order to make the business mister willing to pay for reading, quick schoolbag with time to win profits. In the real bookstore of the sunset today, they use "precision marketing" to open up their own living space.

Selected book Division:

Let the reader no longer the book of Fishing needles

Perhaps when you are visiting a bookstore, you often encounter such a "moderate" embarrassment: so many books, which is what I want? The problem may be resolved in the future. From March 15 onwards, in the new renovation opened the popular book Shanghai Fuzhou Road Shop, a name for "The selection of the teacher" of the profession quietly born.

"We will separate the reader's function from the book." "As the first selection of the book division, 24-hour public bookstore in Shanghai, Fuzhou Road store Chang Wu to reporters laughed, rather than let the reader book Fishing needle, as the choice of accurate recommendation, for its tailor-made design reading plan.

The popular bookstore is the first in the country to launch the "selection of the book division" professional Concept of the bookstore. In Wu's eyes, the selection of the book Division in accordance with the needs and preferences of customers, recommend the corresponding books and the development of appropriate customer reading programs, to provide sophisticated high-end customized services. "Choose a book teacher to have certain cognition and experience to the book, at the same time also must acquaint with a specialized field, not only must love the book, but also must become both fine and Bo's eclectics." ”

The appearance of the book Reader attracted a lot of readers to the popular book, as the only one by one in the shop, Wu sometimes even 24 hours for the reader to recommend books, on average, he will be at least 15 readers a day to provide the choice of books service. But, to his relief, more and more people volunteered to ask him for the book Service, with more than 90% of the customers eventually taking his advice and buying the recommended books. Currently recommended in the Professional category, literature, sociology, design, health, foreign languages and other popular categories of books.

With the increase of the flow of people, books sales of the popular book Company also began to grow rapidly. The turnover was doubled before the renovation and the weekend readership increased significantly. And in the planning of Wu, a training program for the selection of book teachers is brewing. He plans to train the existing shop assistants to six more of the selected book division, covering literature, philosophy, economics, design, antique appreciation and life of the six major categories, the election of the book Service to the end.

But Wu also admits that as an emerging thing, the selection of the book division in the work has encountered many readers misunderstanding. Will the book-Reader sell high prices to readers? Will you deliberately sell books that can't be sold? Many readers often doubt the motives of the booksellers.

"The book-maker will never use this for personal gain, the book Service is the characteristic of the bookstore, we insist on providing the best choice of books." "Wu stressed that in order to solve this professional service group of concern, the selection of teachers need to learn to make their own knowledge system more professional, more extensive, to provide customers with truly valuable books, so as to form Word-of-mouth and brand.

Personalized Custom Book list:

Book does not discount fees for consulting services

In the eyes of many readers, it is perfectly natural to buy a book discount. But in the Li Yueqing Book company, buy books not only not discounts, but also to increase the fee for consulting services. Not only that, the sky Wing books unexpectedly rely on this mode, last year, total sales close to billion yuan mark, this in the bookstore sales slump in the present, let a lot of peer envy evil eyes.

As China's current only one by one professional managers Book company, Tianyi book general manager Li Yueqing reporters that the success of the Sky Wing, is to subvert the tradition, creating a value-added service to win the Sky Wing mode. In short, the sky Wing mode is through the company membership system, specifically for member enterprises, educational institutions to provide one-stop, personalized manager book services. ”

Li Yueqing Detailed Introduction, Tianyi book business mainly business-to-business and two kinds of. Business-to-business is the enterprise as long as the application for the registration of the wing members, and deposit 10,000-50,000 yuan to buy books. Sky Wing can provide a series of value-added services, including tailor-made book, 3 times a year forum services. Only this business now accounts for 70% of the company's total turnover. Due to the advance payment system, the Sky wing also has a very healthy and abundant cash flow.

"The general enterprise will deposit 20,000-120,000 yuan, some enterprises, the group even deposit up to hundreds of thousands of, millions of dollars." It can be seen that the importance of reading. Li Yueqing to the reporter to disclose.

Another feature of the Sky Wing model is that the sales of business-to-business books not only offer discounts, but also charge a fee of 10% (value-added) consultancy services. "We position our service groups in corporate and executive groups, where consumers are more concerned with the reading experience and are not particularly sensitive to prices," he said. Li Yueqing said that the sky wing already has 3,400 member units, of which 42% from foreign companies, 32% from state-owned enterprises, and 21% from private enterprises.

Tianyi's business is to open more than 30 business school bookstores in the country's most prestigious business schools, such as the Guanghua College store in Peking University, the China-Europe International Business School Bookstore, and the Chinese Pudong Cadre College store. With the advantages of business school elites and strong learning atmosphere, the retail business of the entity bookstore has accounted for 30% of the total turnover of the company. Not only that, in stark contrast to the general slump in domestic physical bookstores, sales of the 2011 Wing book Business School chain store have increased 40%.

In the eyes of Li Yueqing, the value-added service represented by personalized customized book list is the core competitive advantage of the sky wing. Sky Wing book every month, each quarter by the account manager personally visit the member enterprises, to understand the needs of enterprises in reading, and to make a business statement. This "Consulting + sales" model is quite popular, in the recently held Day Wing Book 26th Forum, half a day of the time wing successfully won 470,000 yuan of sales.

Li Yueqing is not satisfied with the success of Yutin model, the end of June this year, the sky Wing books will be set up a platform for electronic reading and e-learning, "paper books or to do a good job, but not just stay at this stage." The advent of e-books is a complete reading of the needs of books, this is the general trend.

Quick Bag:

The book Service with the time running

At home, in the office, at the mall, or at the subway, if you want to see a book of "Fast Schoolbags". Within one hours after the order, fast bag delivery staff will be able to send the package to your hand, which is the characteristics of the fast schoolbag.

The idea comes from a business trip by the founder of Xu Zhiming, who has read his carry-on books in the hotel, and begins to wonder how to sell the book, the idea of a flash of light, let him play in the vicinity of the hotel set up distribution points, service providers to read the needs of passengers. The group was then extended to all consumers and the goods sold were extended to snack drinks.

Xu Zhiming explained, e-commerce has solved the problem of single at anytime, at home, but the demand for accurate delivery time for consumers is difficult to meet. Fast schoolbag is to stare at this market, with "time-limited service" and "timed service" as the characteristics, design the corresponding services and products.

"What we're proposing is a concept of precision marketing, set the customer is in the middle of white-collar workers, so the book director of the fast schoolbag according to customer demand, combined with publishers, authors, books market performance factors such as selectively recommended books, such as books have more than 20 kinds, we have to do is not to include all the books under these categories, But for customers to select a few of the most cost-effective books, this is our philosophy. "Xu Zhiming said.

Xu Zhiming Frankly, fast Schoolbag's profit model is very simple, and the same as traditional E-commerce to profit from product spreads. But the quick schoolbag will greatly shorten the logistics system of e-commerce. Xu Zhiming selects the logistics way of small storehouse of less than 20 square meters directly in the city key area, saves the courier time and manpower cost.

Although the current book is still a deficit, but its sales have been opened in 2010 at the beginning of the 400,000 yuan quickly reached 2011 years of nearly 10 million yuan, this year's revenue target is 30 million yuan. Xu Zhiming optimistic that when a fast schoolbag is profitable, the 2014-year bag will be the first to make ends meet and be profitable.

Although the profit model of fast schoolbags is simpler, easy to copy, but the fast bag in addition to increase revenue, but also to achieve large-scale operation of the benefits. This year, the bag will continue to be in Guangzhou, Nanjing, Wuhan, the three major cities layout.

"Network version 7-11 convenience store is our fast schoolbag design blueprint, in addition to the traditional book sales, fast schoolbags this year will be in the food, drink, use on the fuss." Our goal is to hope that the fast schoolbag can cover every city in China. Xu Zhiming laughed.

Chen Vouchemes/Wen Enterprise/Map