Don't let the "book blind box" overdraft the trust of readers (Voice of Readers)

In the face of the current popular new retail models and new formats, some booksellers also want to follow the trend, and all kinds of fancy sales appear frequently, and the launch of "book blind boxes" is one of them.

Not long ago, under the planning of a book website, the "book blind box" that grabbed users through mystery became popular. The first batch of blind boxes launched by the website has a total of ten themes, each of which contains two books and two or three cultural and creative products, priced at 42.3 yuan. As soon as the product is launched, it will usher in a "burst order".

It is true that some readers have discovered new reading topics or areas that they have never paid attention to when opening the blind box. But unfortunately, the disappointment of opening the blind box is more than the excitement: Lu Xun's "Wandering" and a certain online writer's chicken soup for the soul are placed in the same box, and readers have written a "Confession and Repentance Education" from the theme of "How to Deal with the Ashes of The Enemy".

Regardless of whether the theme is appropriate, being forced to receive niche, low-quality books that have nothing to do with daily life will inevitably make some readers feel deceived. The stains and dust on the book packaging cannot but make the reader feel that the merchant is clearing the inventory and disposing of the unsellable book.

It is not a single book marketer that uses "blind boxes" as a selling point, and many booksellers around the world are also keen on this approach. Some bookstore operators said that one of the biggest benefits of the "book blind box" is that the bookstore helps readers choose books. Some readers are often confused in the face of the vast books, they just need to tell the bookstore what kind of books they want to read, what kind of appeal, the bookstore can use a professional eye to help them choose; moreover, the process of readers opening the blind box also brings a novelty to reading.

The explanation of the bookstore operator sounds like it has some truth, but when you think about it carefully, you still have doubts, is it really appropriate for "books" to hold hands with "blind boxes"?

Objectively speaking, reading is an extremely personal thing. Different readers are based on differences in knowledge, temperament, experience, etc., and their hobbies for reading materials are usually very different. Even if two people have the same reading demands on the surface, the actual readings they like are often very different. Even so, how can bookstores accurately take the pulse and surprise readers in the absence of in-depth and meticulous understanding of different readers? Even if the quality of bookstore operators is not low, they may not be able to appease the readers.

It is not easy for booksellers to "blindly" push books to readers, not to mention that some people are happy to "carry private goods" and sell slow-selling books that even they may not recognize under the guise of so-called low prices and surprises, making the purchase of blind boxes of books a "risk". In this way, the "blind box of books" will only continue to overdraft the trust of readers, so that the already difficult book industry will become more and more difficult to maintain.

It is believed that not everything can fit in a "blind box". Book marketing is difficult, honest and trustworthy authenticity can not be lost, the spirit of being responsible for the reader should be adhered to, and the ability to strive for excellence to help readers find good books needs to be cultivated. Only when bookstore operators have settled down, build a smooth bridge between readers and suitable books, and try their best to use sales methods to assist high-quality books to obtain better market feedback, can they be the right way, and they may make a difference in unfavorable circumstances and expand their own world.