The traditional bookstore encounters the electricity merchant to rob: The big talk "the cheap" sweeps the market

This private bookstore, which condenses many literary and artistic youths, has been seeking a combination of business and culture for many years and is now falling down overnight. Some nostalgic readers say they are trying to save it for three months without going online to buy books and audio.

Public sources say photosynthesis died from a broken capital chain. However, according to the "First financial daily" survey, money is only the last straw, the root cause of the impact of the electrical business model.

Behind it, the electric business giants are taking the Huashan "cheap" posture to sweep the book market, the traditional bookstore and Internet mode conflict, intensified.

Disappearing Bookstore

"Is the bookstore dying?" "Lewis Buzbi, an American writer who worked in a bookstore for 17 years, asked in his book The Lights of bookstores."

Brutal reality continues to give answers. Over the past two years, Beijing, Shanghai, a number of private bookstores have been closed, such as the former so-called area of the largest Shanghai long strong bookstore. Now even a good reputation of the monsoon book Garden has contracted.

Two months ago, only two Hong Kong Sanlian in Guangzhou announced their graduation. Earlier, 17 years of history of the famous independent bookstore in Beijing, "wind into pine" posted a notice of closure; the Shanghai Monsoon Book Park, known as a cultural landmark, has plummeted; 3-year-old Beijing's third-pole bookstore, which lost more than 80 million yuan, closed.

According to a survey by the China National Chamber of Commerce and Industry Association, nearly 50% of private bookstores have closed down in the past 10 years, and the trend of closures has intensified.

The situation is not only found in China. Batnesnoble, an American chain bookstore, has been listed for sale under Amazon's impact, and borders, the second-largest traditional book chain, has begun closing its 399 stores.

The real bookstore is a good experience, but the increasing cost. The cost of running a physical store is much higher. "Wind into pine," chairman Wang Hongbin said, rent, utilities, staff wages, management and other costs add up, bookstores only 8 points to sell the difference can be basic capital preservation.

And the network dealer's low price action will be the traditional bookstore dumped. For example, Jing Dong, when the book is nearly half as cheap as the bookstore, Amazon is also crossing the publishing house and the author directly signed.

Sun Chi, the founder of Photosynthesis, said that over the past 4 years, the cost of photosynthesis, such as rent, water and electricity, had soared, and sales had fallen for 4 consecutive years, falling 40% in 2011.

Lu, a well-known publisher, told the newspaper that, since 2008, he has operated Wan Yu Publishing Company, which has averaged an annual increase of 100% in books sold by electric dealers.

"Last year, the ratio of electricity to commercial channels accounted for about 20%, this year has grown to more than 35%." "he said.

Shantou University Press President Hu Kaixiang said, some traditional bibliography of about 20 yuan to 30 yuan, into a digital version only sell 2 to 3 yuan, "how can this be done?" ”

Triple Tao Fen Bookstore general manager Hundefang said, the current environment, the internal reason is secondary, the bookstore to survive, must have external support to do, triple towers if not triple not charge rent, "must fail."

Is slightly June strategy partner Lu Mou Benedict said, when, excellent, such as the first batch of electric Shangben from the book industry started, has already cultivated a large number of consumers online shopping habits, the current book has crossed the Internet fission critical point, the traditional bookstore must look for differentiated operations, market segments, to the characteristics of the win.

Huashan on "cheap" electric dealers

The traditional private bookstores are struggling, and new electric dealers are scrambling to sweep the books. They huashan on "cheap" to see who more "cheap". Of course, madness also in return to infamy.

Two days ago, Suning easy to buy book channel online. It played "0 yuan Sale book" slogan, equal to white send. Known as the number of books next to it, the first day of sales reached 70,000.

Book Electricity Business "one elder brother" Dangdang certainly not be outdone. Suning easy to buy the book channel on the line, it to shop for the name of the home page in the "Full 100 back to 200" slogan, almost let customers "free white take".

Before, Jingdong Mall has been a number of consecutive rounds to borrow low price shocks when. This May, it launched the "All children book 40 percent caps" promotion, once triggered a nationwide boycott of 24 children's publishing house.

Huashan's "cheap" makes traditional bookstore operators feel chill. Hundefang in micro-blog feeling said: "Two strong rivalry, bookstore Troubler; ”

Tang Yuanming, director of the Times Publishing media company Information Center, even said it was "bad news" for the entire publishing world. Because, at present, the main sales channel is still offline, shop discounts will inevitably make the ground entity bookstore sales further hit, and then threaten the traditional publishing house.

Lu predicted that less than 10, the electric power channel will account for the entire book sales market 80%~90%. Relay Publishing Editor Bai Bing said that the electric dealer low price dumping, damage to the upstream and downstream cooperative relations, seriously disrupt the market order.

However, Lu that, despite the fierce power dealers, traditional bookstores still have room for development, it will not be fully "digitized." It's hard to change the pattern of buying after the consumer experiences it first.

The electric dealers who rely on capital are not likely to destroy the traditional bookstore's intentions, they are more willing to use books as a tool. In the second quarter of 2011, China Online retail market quarterly monitoring data show that online book sales grew 84.5% year-on-year, has become a large number of consumer Web sites to attract traffic, to do large-scale important weapon.

Publishers are pessimistic that the book as a selling point more in order to attract popular sentiment, so that the book unknowingly became a subsidiary of electrical goods. In Hundefang view, the domestic book pricing is low, online shop to attract customers with lower discounts, profit space is very small, can spell down, in the final analysis is only the role of capital, she stressed that this competition is essentially "cultural and capital competition."

Bai Bing believes that the bookstore can not make money, publishers will not earn, the writer's income is also no thought, eventually formed a vicious circle, price war is a war without winners.

But the electric dealers are not responsible for their lives and death. They need books to create the flow of resources, to cash in, they are some capital. Of course, they are also aware of the need to enhance the purchasing experience and improve supply because books are difficult to bypass publishers and even certain bookstores. For example, suning Tesco issued a letter of apology, because the team on the book varieties, regional sales structure to grasp the lack of results, the consumer purchase experience is not good, commitment