The E-book counter, which has been neglected, has long been taken for granted.

"Only some of the students ' parents came to buy some reading machines, and few E-books asked. "he said.

In contrast to this snub, the adjacent Apple Store, where the frequency of transactions is clearly faster, the peak of the period of 3 units per hour will be sold. Every holiday, the place is busy. In the midst of the bustling crowd, the six or seven assistants will be giving users an introduction to product performance, pricing, and helping users experience the product.

2010, Han Wang Technology Co., Ltd. (002362, hereinafter said: Han Wang) Chairman Liu also vowed to say that his time has come, and up to today, the explosion of electronic books has not come, in addition to the miserable earnings data, Liu and his head of the Han King's halo has disappeared.

Liu has not made any mistakes in the industry's advance, and on May 19, 2011, Amazon sold more e-books than paper books, and sold 105 e-books on Amazon's website, selling 100 copies of paper each. But in China, this trend has not formed a mature business model, along with the rise of mobile internet, e-books by the vast number of tablets, large-screen smartphones and other mobile terminals integrated.

Lack of conformity

Most of the functions of e-books have been "diluted" by tablet computers and large-screen smartphones, and competition for hardware is by no means the opponents of tablet computers and big-screen smartphones. As a result, Amazon's Kindle has opted for a combination of soft and hard mode-hardware (E-book reader) + software (E-books and other resources).

After the launch of the Amazon Kindle in 2007, many Chinese companies tried to play the role of an integrator similar to Amazon in China, but they did not return. Han Wang has tried to draw the traditional publishers to the platform of the Han Wang to increase the sales of its hardware, but also with the traditional publishing house.

However, large publishers generally have a restrained creed, "to evolve, not revolution." The translation of this sentence is that the publishing house to their own market as a conservative, do not need drastic changes, do not need too much innovation. For the field of digital reading, publishers have been in a state of taste.

has been committed to the reading of digital reading the world founder Leeson and, often talked about the cooperation with the publishing House will pour Bitter, the conservative press so he always get some inventory books, but in the absence of high-quality content resources to do the book's digital reading is obviously not attractive to users.

"Publishers are worried about the electronic version of the content more easily pirated; the second is that the existing electronic book payment mode and paper is not the same, the future payment method needs a huge market base, but the current market can not be guaranteed. "Leeson and said.

Because of copyright entanglement, the content supply of e-books is always in a disordered state, for most domestic users, they still use pirated to achieve digital reading, e-books in their hands often become a pure hardware products, can not form a "content + Channel + terminal" mobile reading industry chain.

This has also led to the late growth of e-books. According to research institute Digitimes study predicts that the global E-book reader shipments in the next three years will be a continuous downward trend, 2013 will be 8.2 million, 2014, 6.5 million, 2015 5 million, Even through technology upgrades and other means to reduce the procurement costs of core components, but the machine market demand shrinkage also makes upstream enterprises face great challenges.

One of the two suppliers of electronic paper display in the world-Guangzhou Austrian Wing Electronic Technology Co., Ltd. (hereinafter said: The Austrian wing) is facing such challenges. Its development of Salem paper, resolved before only Taiwan yuan too science and technology a monopoly situation. But because of the domestic electronic

The weak demand for books is only through export of international markets, and the use of its core products in advertising screens, electronic shelf labels and other fields to increase revenue, and the use of electronic paper display technology to more and more imaginative areas. "But I still hope that e-books in China can have a rapid development, so that we have a breakthrough in the domestic business." Chen, founder of the Olympic wing, said.

Compound demand

For E-books, the barriers are not only the entanglement of copyright licensing, but also the promotion of social reading needs. But the reading experience of E-books is not compatible with the needs of the user compound.

In the 2007, the emergence of the new media of traditional media transformation to Leeson and see those who produce exquisite, the importance of the aesthetic layout of the newspapers and magazines into digital products to sell, and because of the short publication cycle of newspapers and magazines caused by the high cost of piracy, there is no book market piracy rampant, In this idea driven by the establishment of reading the World company.

Although in 2009, 2010 years have experienced the hype of e-books, but did not let Leeson and for the heart, until the subsequent tablet computer, large screen smartphone popularization, which prompted Leeson and read the world has begun to take shape, the future of the focus of the battle on the mobile end. "If you use E-books to read newspapers and magazines is too hard, black and white color is hard enough." Leeson and believes that Black-and-white reading does not apply to magazines.

In addition to the hardware single, the resistance in the content construction is to let Leeson and completely abandon the development of the book market. Like Han Wang's way of building content platforms, Leeson and the reading World also have to contact different media and publishers to talk about copyright licensing. But compared with the conservative press, the media's interest in online reading is very high, and the traditional media, which has been hit by the new media, is also looking for transformation, and Leeson and not too much trouble with the copyright licensing and profit-sharing of newspapers and magazines.

Read the "screen" barrier

At present, read the world's signing authorized magazine has more than 1600, Leeson and said: "We will according to different circumstances, and the media are divided, relatively flexible, mainly want to set up the platform first." ”

In 2011, Leeson and partner Chen Yu created the Zaker, with a reading of the world's sales platform route is different: Zaker Walk is the social reading road, will be information, microblogging, blogs, newspapers, magazines, pictures, RSS, Google Reader and many other content, According to the user's personal intention to aggregate together to achieve personalized customization, with micro-blog mail and other Community interactive sharing function.

With a reading of the world's content cooperation to do the cornerstone, Zaker's content is quicker to negotiate, with more than 1000 content partners in less than 2 years, and many freelance writers and media outlets, through the platform of social reading, bypass the great mountain of publishers to get books to read resources.

In Leeson and view, most users still hope that the end of their hands is a composite product, Zaker the reading function is only one of the app, the function of e-books is too simple. In terms of reading function, although the reading book experience is high, but can only read books, for other carriers difficult to balance, no way large-scale.

"This is a very high experience, with only a single function of electronic products like MP3, as a mass consumer goods in the fire after a while by these mobile terminals to integrate." "Leeson and said, and according to emarketer report, because of the tablet computer erosion, in 2014 and 2015, e-book reader growth will slow to 5%."

Leeson, who chose to flee the publishing house and was also favored in the investment market, invested $10 million trillion in 2009 for the reading of the world, while investing $2.5 million in 2012, when Leeson and the second round of 10 million dollar financing were completed, valued at $40 million trillion.