When the new strategy "free to borrow" can activate the E-book market

Beijing Commercial newspaper reporter Louyan intern reporter Zheng

Data show that the 2013 domestic e-book market size of 6 billion yuan, but this only accounted for the national overall publishing market 2%, users and markets still need to be further excavation, training. It is to see the unlimited market opportunities, in the past two years the major http://www.aliyun.com/zixun/aggregation/3093.html "> E-Book Service platform have been surprisingly recruit, the market." After the official renaming of the "when" in its newly released "When reading 4.0," the first addition of "free to borrow" function, the introduction of new features can become when the E-book market to capture the "secret"?

300 copies of weekly bestseller 3rd free Read

It is reported that when reading this increase of "free to borrow" function is in the communication with the publishing house, each week to provide users with 300 best-selling books, so that users can be in the 3rd limited time to borrow free. Book categories include novels, management, self-help, social science, life and other categories. After the end of the free loan period, if users want to read again, they need to buy the bookstore, or wait for the next free lending activities.

As far as the current market is concerned, most of our book-reading apps are free to allow users to read or download E-books online. Some readers say, "Since users have access to long-term free e-book resources, why do they have to read in a limited time?"

Dangdang vice President Humin said that the current spread of pirated e-books in China, not only their own quality is not high, affecting the reader's experience when reading, but also to the healthy development of the e-book market has caused some obstacles. Therefore, when through consultation with the publishing house, the genuine quality of the book content to provide users with free reading, in addition to improving the user's reading experience, but also want to change the reader's reading behavior, improve the user stickiness of the app, the use of genuine books to cultivate the e-book market.

The new model is about nurturing users, not profits.

Because most readers have already developed the consumption habit of free reading, in the process of using "when reading 4.0" may be biased to use the "free to borrow" function. But when Zoo, director of digital Reading Development, said, "Borrowing mode is when the most important mode, and the loan fee conversion rate is very high, if the user did not finish after 3rd, will still be willing to pay to buy the book." At present, when reading client's user is 8 million, every day about 3% active degree, this will become the future when the potential paid users.

"China's E-book market started late, is still in the initial stage of development, because the free pirated e-books just coincide with the reader free e-book consumption habits, making the genuine electronic book development more difficult." Senior publisher Chang told the Beijing Business newspaper reporter, "If you want to promote the development of the E-book market, we must slowly cultivate the genuine electronic book market, so that people gradually accept and accustomed to reading genuine books." This is a very long process, the enterprise must have enough patience, can not only figure short-term returns, to look at the long-term.

Since the emergence of e-books in the country, has been considered a threat to traditional books, and at one time, "traditional books do not survive" speech. According to PricewaterhouseCoopers, a consultancy, China ranks fourth in the world in terms of sales of popular books (which do not include professional and educational books), but E-book sales account for only 2% of China's total book sales, compared with 30% in the US Sales are e-books.

The "free loan" can go a long way to consider

A publisher, who declined to be named, told Beijing's newspaper reporters bluntly: "For a long time, the reader's mind has been deeply rooted in the free reading habits, it is difficult to only a new model can be changed, although some readers will be borrowed after the purchase of electronic books, but the specific number of readers willing to buy is still to be seen. ”

In the eyes of the industry, with the continuous innovation of the technology of the smartphone, a button can easily take a screenshot now, it is inevitable that some readers will cut down and save the text in the reading process, even publish it on the Internet, which will affect the rights and interests of the publishers, and the cooperation between the book dealers and the publishers. This requires the library not only to take preventive measures, but also to maintain communication with the press, through continuous running-in, to find a more perfect mode of cooperation.