Physical bookstores cultivate new skills of ＂live delivery＂ and ＂private domain traffic＂

　　Xinhua News Agency, Shanghai, April 5 (Reporter Du Kang Hu Jiefei) In April, the sales of physical bookstores gradually picked up, and the flow of people gradually recovered. However, new skills such as "live broadcast with goods" and "private domain traffic" have also been retained.

　　Since the epidemic, the word "house" has described the living conditions of most people, and many physical shops have difficulties in operating, which is even worse for physical bookstores that have been affected by e-commerce in recent years. Under the impact, some bookstores are facing bankruptcy, and some are still silently sticking to it. At the same time, more and more booksellers realize that they should "seek change".

　　On March 9th, several bookstores, such as One-way Street Bookstore, Nanjing pioneer bookstore and Hangzhou Xiaofeng Bookstore, launched a live broadcast plan of "Defending Independent Bookstore" with online celebrity. In fact, "live broadcast with goods" has become the choice of many bookstores.

　　In the e-commerce live broadcast area, you can see the book promotion of various themes in many bookstores. For example, the popular science picture book about Dunhuang "Take the children to visit Dunhuang without leaving home", the classic fairy tale of Disney series "Children’s Fun with Babies", the science fiction theme "Human Crisis in the Future World" and "Being a Miser during the Epidemic" focusing on financial management. Taking Shanghai Zhongshuge as an example, it is reported that by the end of March, its stores had made more than 20 live broadcasts, which were watched by more than 50,000 people.

　　However, there are different opinions about the live broadcast effect. The owner of Shenyang "Lihe Bookstore" said on Douban that "the effect is surprisingly good! My bookstore can live! " Zhu Bing, general manager of Shanghai Zhongshuge, said that the conversion rate of live broadcast is not high.

　　Zhu Bing introduced that compared with e-commerce, physical bookstores are always at a disadvantage in price. "It can be said that even if we have a lower discount, it is still more expensive than online. Due to the cost of rent and manpower, we can’t do the same low price as e-commerce. Buying books in bookstores is more of a feeling. " Zhu Bing said, "When readers arrive at the store, they feel that it is good here. They are willing to buy a book and are willing to support the bookstore to survive. Maybe readers have taken a fancy to three books and only bought one book in the store, which is good enough. "

　　You can’t spell the price, but you have to play the emotional card. Therefore, in addition to "live broadcast with goods", "private domain traffic" has now become a topic of discussion in the industry. How to establish an emotional link with "a small group of people"? "To maintain a good community" and "selling goods can’t be sold in rows, and every product must be full of affection. Although it is very troublesome, it is very effective. " Some shopkeepers said.

　　Unlike ordinary bookstores, which open stores first and then operate fan communities, "Whale Name" decided to open physical stores only after accumulating a large number of fans in advance. "We are both an illustration-themed bookstore and a grocery store," said Zhang Ye, the head of Whale Shop. Before that, Whale Shop had a large number of cooperative illustrators who regularly published illustration books and art newspapers, displayed and sold them in the store, and sold related cultural and creative products. Zhang Wei believes that physical bookstores should have the consciousness of not making money by selling books themselves, and actively maintain normal operation through other channels such as e-commerce.

　　The bookstore "Between the Beasts" located in Shanghai Huangpu Cultural and Creative Industry Park clearly stated that it "does not make children’s books" and "does not make money by selling books". "Children’s book sales have contributed important profits to many bookstores, but it may make our target readers feel that bookstores are not cool enough." This bookstore doesn’t rely on the roadside. Founder Jiang Wei introduced that it mainly provides services for white-collar workers within two or three kilometers around. "We set up ‘ for the fields of economy, history, biology and psychology. Advanced book list ’ . I hope to gain word of mouth through a good book list. " Jiang Wei introduced that bookstores provide lending services, and the price of books is the same as that of e-commerce channels.

　　Different from professional bookstores, in Zhu Bing’s view, "book+"is not the best way to operate a physical bookstore. Zhu Bing introduced that he is currently cooperating with streets, schools and companies to do cultural distribution. In 2019, 150 offline activities were held. These "off-site sales" also supported the sales of bookstores during the epidemic.