"Fancy" selling books is not as good as diving down to make a good book

Borrowing the tide to play the concept of launching a "book blind box", what books to buy depends on luck; the anchor sells "1 yuan book", and the live broadcast breaks through the reserve price with goods... According to guangming daily, recently, the book publishing industry has launched an endless stream of sales "new ways", which has caused a lot of controversy. Some people like this is the industry breakthrough innovation, and some people criticize it as drinking and quenching thirst.

"Reading is the lowest threshold of nobility." In the era of big data, people's reading methods are more diverse, and various unconventional marketing methods and models are also eye-catching. But how to guide and regulate it and define a future for book sales is worth pondering by practitioners.

As the news said, as the "blind box economy" continues to be hot, some institutions have launched "book blind boxes" while it is hot. This model is fashionable and fashionable, but the quality of books is not high, do not accept returns, and clear inventory under the banner of "blind box", which are all hidden dangers. In addition, more and more publishing institutions have poured into the track of live streaming books with goods, and the discount of some Internet celebrities with goods has often dropped to 30% or 50%, and the 1 yuan sales have broken through the price bottom line.

It is undeniable that the rise of online sales channels such as "blind box books", live streaming with goods, and short videos has its positive significance. For example, to a certain extent, sales have increased sales, and authors, editors, salespeople, etc. can better serve readers through interaction with consumers. But everything must be measured, if the "blind box book" repeatedly weakens the reading experience of consumers, if the live streaming with goods repeatedly has no bottom line", resulting in the publishing house's profits thinning, creators' enthusiasm is reduced, it is bound to affect the development of the book industry, but also affect the promotion of reading for all.

Book fancy sales highlight the general anxiety of the book market, but if you only play tricks and break prices as a means to cause a false prosperity in the book market, there are undoubtedly many hidden dangers. As experts say, the blind box marketing strategy, the sales orientation of e-commerce "explosive model-driven", and the drainage mode of "algorithm recommendation" may not be completely consistent with the "richness" requirements of books as content products.

Not long ago, the State Administration of Press and Publications issued the "Development Plan for the Fourteenth Five-Year Plan period of the publishing industry", which clearly proposed to "standardize the order of online and offline publishing", "strengthen the supervision and management of publication prices, promote book price legislation, effectively stop the vicious 'price war' of online and offline publication sales, and create a healthy and orderly market environment..." This requires relevant departments to seriously investigate the book market and the book sales model in the information age, formulate and introduce relevant systems, not only to squeeze out the inflated content of book prices. It is also necessary to prevent the practice of selling books at random such as live streaming with goods.

Books are a special cultural product, which has the important role of enlightening wisdom and inheriting civilization, and the essence of publishing is to spread knowledge, transmit information, and inherit culture. Although book sales are the end link, it is the "last kilometer" for books to reach readers, and the relevant departments should clarify their responsibilities, play a good role in guiding, supervising and serving, and effectively regulate the book sales market, so that the public can harvest a good experience in reading.

It should also be noted that the current general anxiety in the book market is not unrelated to the lack of output of high-quality products, which obviously requires the joint efforts of creators and the publishing industry. Instead of engaging in "fancy" sales, it is better to dive into the book. Nowadays, it is unrealistic to achieve "Luoyang paper expensive", but as long as you adhere to the concept of "making a good book" and make persistent efforts, the spring of the book market may no longer be far away.

(Originally titled ""Fancy" book selling is not as good as diving down to make a good book" by Fan Shulin Source Workers Daily)