On September 27, Liu Yuanyuan, the overall champion of the second season of "Super Speaker", who graduated from Peking University, opened a live book sale session. She gathered more than thirty publishing houses and prepared 500,000 books with a broken price of less than 10 yuan, and 100,000 books, which could be snapped up for as long as one yuan. In the end, the sales of this live broadcast exceeded 100 million, but Liu Yuanyuan became the target of public criticism overnight.
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Live streaming of goods on short video platforms was not a new thing, but the incident of "selling books at a broken price" has triggered an earthquake in the book publishing industry. People in the industry have shouted out the slogan of "don't let Internet e-commerce strangle the book industry for the sake of drainage", they believe that for publishing houses, dumping goods in large quantities at a far lower price will disrupt the price system of the book industry and further plunge the entire industry into the inner volume of low-price competition.
In fact, e-commerce is not only changing the sales model of the book publishing industry, but in recent years, offline physical bookstores have also been deeply affected. Last year, the world's first 24-hour bookstore - Taiwan Eslite Bookstore Dunnan Branch announced the opening of the "lights out countdown", the first 24-hour business in Hangzhou, the famous independent bookstore "Utopia" closed to thank customers.... The farewell of one bookstore after another has once again aroused the concern of many readers about physical bookstores: after years of impact of e-books and online platforms, how can physical bookstores continue to survive in today's face of shrinking sales and rising operating costs?
Many brick-and-mortar bookstores are facing bottlenecks in the growth of customer sources and are eager to break through. In the face of this situation, the most important thing is to broaden the scope of their services and use the Internet to enhance conversions. How can Mini Programs help bookstores lower the threshold for user decision-making and improve conversions?
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How can Mini Programs help bookstores achieve Internet + upgrades?
1, the use of live streaming drainage: the current douyin Kuaishou b station and other video live broadcast platforms have become the mainstream of entertainment, bookstores can be integrated with live broadcasts and short videos, based on the efficient interaction of live broadcasts and the rich picture attractiveness of short videos, to enhance the consumer appeal of books, expand the coverage and influence of bookstore activities. The live broadcast function can also be used to hold online book launches, online book clubs and other activities, so that bookstores can use celebrities to do drainage and effectively attract users' attention. Increase user retention.
2, more preferential attraction: The Mini Program can join the membership module, distribution module, spike module, group purchase module, etc., rich marketing functions, help bookstore goods distribution fission, attract more reading enthusiasts to buy and become bookstore members, so that bookstores can create explosive sales scenes. It can also customize the design of check-in tasks for users, based on the advantages of WeChat, often send live invitations and preferential activities in the community to enhance users' awareness of the business and achieve efficient conversion.
3. Social interaction retention: a knowledge community that can be graphic, video, and continuous interaction, through the community, bookstore operators spread knowledge to specific groups of people, carry out bookstore brand education, develop high-quality readers and loyal consumers of bookstores, let users become bookstore value creation partners, and continuously activate and retain users.
E-commerce live broadcasting is forcing physical bookstores to transform the Internet, and how to adapt to the market demand in the new situation to seek better survival and development has become an important test facing physical bookstores.