Paper books are on the rise, new bookstores follow the trend

Recently, Wu Jia, who lives in Tianjin, sent a message to a circle of friends. The content said that she had been reading English for 25 days on the Mint Reading public number, which attracted many friends to like it. "Using scattered time to read e-books, and flipping through paper books at home, I always feel particularly fulfilled when reading." Wu Jia said.

In fact, many people have similar experiences with Wu Jia. The many participants in the activities such as “Reading a Book Together” and “21 Day Reading Plan” initiated by WeChat are an example. While reflecting the changes in the reading habits of the public, the readers also "spoiled through" the secrets of the drama of the book consumption metamorphosis.

Paper books rise against the trend

When it comes to book consumption, the first thing that breaks into everyone’s mind is the “survival war” between the long-standing e-book and paper book. Today, with the increasing use of information channels, most people are occupied by all kinds of digital terminals all the time. Then someone will ask, do you still have time to read the paper book? The answer is: yes.

According to the data of the open book, from January to November 2017, the overall market growth rate reached 3.6% in the book store channel consumption; in the online bookstore channels of Tmall and Jingdong, the book sales increased by more than 35%. At the same time, the "2016-2017 Beijing National Comprehensive Reading Evaluation Report" released recently showed that the reading rate of paper reading by Beijing residents was 81.02%; for the fourth consecutive year from 2013 to 2017, the per capita consumption of paper books increased by 85 yuan. Up to 330.92 yuan. This series of figures all indicate that the paper book has not only failed in the "short-handed connection" with the e-book, but has achieved a contrarian rise.

Look at the initiative. From the first quarter of 2018, residents in Chengdu, Sichuan Province, will buy books at the pilot cultural sites, and they will receive a refund of the cultural consumption subsidy points according to a certain percentage. When they consume again, they will directly use the consumption amount and receive the subsidy again. Since June 15 this year, citizens of Hefei City, Anhui Province have completed electronic “check-in” at nearly 150 cultural sites in the city, and they can exchange cultural benefits such as book vouchers of varying amounts. This series of measures proves that the consumption environment of paper books is gradually improving.

There is also "iron powder". Fu Nan is a university teacher. The content she posted in her circle of friends is the transfer of books she has seen. “I like to buy books and prefer to read books. This also leads to the consequence that there are enough places in the family to live, but not enough places to put books. I want to find a 'good family' for these books. Many places to buy new books; second, you can also exchange ideas with friends," Fu Nan said.

Of course, book publishers are also using the major e-commerce platforms to create "e-commerce festivals" to expand the sales of book products. "This year's 'Double 11' 'Double 12' period, we participated in the whole category promotion activities in the Tmall flagship store. With the large flow of e-commerce platform, the sales volume of the store has been significantly improved in a short period of time. More importantly, similar The 'Electric Business Festival' also brought us new visitors. These customers may be potential long-term customers.” Zhu Dan, director of the marketing department of East China University of Science and Technology Press, told reporters that in the future, we will work hard on paper and electricity. More market share.

Therefore, paper books and e-books do not have to be replaced by each other. Instead, they coexist in complementarity and are gradually subdivided. Short reading "screen", long reading "paper"; casual entertainment to see "screen", rational thinking to see "paper"; "but when hunting" to see "screen", in-depth study to see "paper." The ultimate benefit is the book consumer market in China and everyone who loves to read.