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Yanzhao Metropolis Daily News Reporter Bian Yiting Intern Li Tongyang
Lighting, coffee, cultural creativity... Visiting bookstores has also become a new fashion. Under the impact of the Internet, e-books and mobile terminals, reading is no longer the "exclusive memory" of physical bookstores. In order to adapt to the needs of people's modern life, bookstores have carried out diversified operations and transformed into "bookstore +", not only selling books, but also selling atmosphere, selling scenes, selling experience, and the "appearance" is getting higher and higher.
Bookstores are becoming more and more beautiful, and people who enter bookstores are not only for reading, buying books, but even taking photos. During the 9th Huimin Reading Week in Hebei Province, the reporter visited a number of bookstores and found that the above phenomenon is not uncommon. Many industry insiders also said that online celebrity bookstores cannot only rely on appearance, only stay in the stage of attracting consumers to take photos and "check in", but also find a sustainable profit model to effectively monetize traffic.
"Internet celebrity bookstores" are becoming more and more beautiful and popular
Some people say that a bookstore is a city. Located on the fourth floor of Happy City 100 Fun City Mall in Yuhua District, Shijiazhuang Zhongshuge Bookstore draws inspiration from long-standing historical buildings and combines Shijiazhuang's inclusive urban personality to give people an immersive experience that combines history and fashion.
Zhongshuge integrates scene aesthetics in design, with curved arches extending inward and curved, like entering a maze of books, opening "reading doors" for readers; The glass mirror on the ceiling and the smooth floor reflect layers of space virtual images, like being in a large kaleidoscope, surrounded by infinitely extended bookshelves... Even on weekdays, the bookstore attracts locals and outsiders alike, some looking for a corner to read, others checking in and taking photos with friends.
The picture shows citizens taking photos at Shijiazhuang Zhongshuge Bookstore. (Bian Yiting/Photo)
Pang Bin, a first-year student at Hebei University of Science and Technology, came to the bookstore with his roommate to check in. "There are no classes today, so come and hang out with friends, relax, and relieve the pressure of study," she said. ”
Landscape area, concept area, forum area, catering area, cultural and creative area, children's area... The bookstore explores the actual needs and potential needs of reader customers and divides them into areas. In addition to the traditional classification, there are also novel categories such as "She is Different", "The Sky of History", and "The World of Philosophy".
"In addition to feeding the body, but also feeding the spirit, people in modern society have spiritual needs." On May 29, Ms. Wu from Taiyuan told reporters that she usually has the habit of reading books and often goes to bookstores to read, and this time she and her colleague Mr. Li took advantage of the break time to drive more than 200 kilometers to Shijiazhuang. Ms. Wu said: "We planned to come to Shijiazhuang before, and when we saw Zhongshuge Bookstore on the way, we came directly to check in, and we just happened to see books related to communication, and we also wanted to improve ourselves, so we sat down and read them. ”
Shijiazhuang Zhongshuge Bookstore not only has indoor areas but also outdoor areas, Ms. Wang from Zhengzhou, Henan Province, recently came to Shijiazhuang on a business trip, taking advantage of her free time to study in the bookstore. "This is my second visit to this bookstore, and the atmosphere here is great and perfect for reading," she said. When we usually choose on the Internet, it is more recommended and guided, and after arriving at the bookstore, I found that the bookstore's book list is very clear and can have more choices. ”
Non-book formats such as cultural creativity and coffee promote profits
According to a clerk at Zhongshuge Bookstore in Shijiazhuang, "The flow of customers on weekdays is about 500 people, and on weekends it can reach more than 2,000, most of which come to check in and take pictures and read, and the bookstore's turnover mainly comes from book and catering consumption." ”
As a chain of "Internet celebrity bookstores", Sisyphus Bookstore's "Vector Coffee" and "Buji Life" are the standard equipment of every Sisyphean store. Sisyphus Bookstore also independently develops coffee cups, bookmarks, desk calendars, notebooks and other forms of cultural and creative products, a variety of exquisite and practical cultural and creative products, retaining the footsteps of many consumers. A clerk of Sisyphus Bookstore told reporters: "Buji Life is the brand logo of Sisyphean Bookstore, and there are many cultural and creative products with brand characteristics, such as Lego and blind boxes in Sisypheus Bookstore, which are also very popular with consumers." ”
Ms. Chen is a fan of the blind box of the Sisyphean bookstore, and this time she came to the bookstore and bought a whole box. She said: "I really like the blind box, this one is very good-looking, I want to draw my favorite characters. ”
Several customers in the North Country store of Sisyphus Bookstore are reading. (Bian Yiting/Photo)
Located on the first floor of Shijiazhuang Lertai Center, Brown Page Book Cafe is an innovative brand created by Xinhua Bookstore, combining coffee, books, cultural and creative business models, and is also a good place for young people to check in and relax. The reporter found that compared with other "Internet celebrity bookstores", Brown Page Book Cafe also sells non-best-selling books such as teaching materials and children's extracurricular books, and its positioning customer groups are biased towards primary and secondary schools and young people.
Ms. Zhou, 32 years old, who is reading at a book café, usually likes to read novels and often goes to the bookstore during her breaks. She said: "I prefer to come to the book café because there is a place to rest, and the atmosphere is very good, and the book list is very complete, and I usually don't buy books here, but there are very few friends around me who are willing to come to the bookstore to study." ”
Senior Li ordered a cup of coffee and sat at his desk to study. She said that she was preparing for the exam, so she would choose a bookstore with coffee to study, and usually did not come to the bookstore to read and buy books.
The staff of the book café told reporters: "There are not many people who come to the book café on weekdays, basically they come to the office and sit with a computer for a day." There are still a lot of customers on weekends, but there are no specific statistics, the sales of weekend drinks can reach more than 1,000 yuan, and the sales of books are definitely higher than drinks. ”
How does "Internet celebrity bookstore" use check-in traffic?
In the era of "traffic is king", "Internet celebrity bookstores" attract readers' attention with "high appearance", and the flow of people has repeatedly appeared "bursting". In addition to the exquisite and unique decoration style that brings readers a refreshing feeling, the bookstore is also constantly exploring the "bookstore +" model, looking at its own positioning from the perspective of customer groups, grasping the cultural consumption needs of readers, and creating a warm cultural consumption experience.
How can "Internet celebrity bookstores" make good use of check-in traffic to effectively monetize?
Tianlan, a special researcher at the Hebei Urban Communication Research Institute, founder of Xiyue and Jing Tea Academy, said: "The emergence of 'Internet celebrity bookstores' is an inevitable cultural revival and an important place for cultural consumption, which has a certain role in promoting public reading, cultural literacy and the publishing industry. The person who takes the photo must be a 'visit here' customer or potential customer. He believes that in the era of interconnection, physical bookstores should not resist the Internet, but should embrace the Internet, so that online and offline complement each other and complement each other.
With the development of the Internet, fragmentation not only affects people's daily life, but also changes people's reading habits. In recent years, the phenomenon of bookstore closure is very common, for a bookstore, does it have to sell books in a regular manner, how to survive and profit in the torrent of the Internet?
"'Internet celebrity bookstores' attract readers' attention, but building lasting impact is the key." Liu Jingzhi, associate professor of the School of Business Administration of Hebei University of Economics and Business, director of the Beijing-Tianjin-Hebei Cultural Industry Research Institute, and doctor of media economics at Communication University of China, said.
Liu Jingzhi believes that physical bookstores can effectively play the role of Internet celebrity KOL\KOC, consolidate the foundation of book services, implement diversified development around books, and extend the profit chain. For example, Sisyphus Bookstore links supermarkets and real estate, and its founder Xue Ye and helmsman Jin Zhuwei take advantage of the integration of social resources to present the coffee of Ming Bookstore and Coffee Page Book Cafe, as well as lectures and salons in Qiulin, showing the characteristics of the platform economy model. "The industrial chain has become longer and the value has become diversified, and books are no longer just a beacon of knowledge, but also have the role of a medium for drainage."
The drainage method of "Internet Red Bookstore" not only returns to the original intention of the bookstore, but also highlights the humanistic demeanor of the city, integrates life aesthetics into cultural experience, and becomes the spiritual corner of modern people's life.
There are also many "high-value bookstores" in Hebei
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Chengde Geometry Bookstore
Zhangjiakou Meet & Ideal Bookstore
Qinhuangdao Sanlian Seaside Library
Tangshan Peiren Cultural Street City Study Room
Baoding Zhizhi Shang Study Room
Langfang Upper Study Room
Cangzhou Book City
Hengshui Wai Bookstore
Xingtai Café Page Book Café Beiguo Store
Handan Book City
(Image source: Hebei Daily client)