Recently, the literary exhibition of "Fictional Collection" sponsored by Shanghai Translation Publishing House was held in Sinan Time Zone Gallery. This seemingly niche exhibition has been warmly welcomed by literary youth and literary readers. According to Shanghai Translation Publishing House, during the just-concluded Qingming holiday, the average daily visitor flow of the exhibition was as high as 3,500, and a total of more than 10,000 visitors were received.
On Tuesday, April 9, the exhibition was closed, and Han Weidong, president of Shanghai Translation Publishing House, and his colleagues met the audience who had come from other places to see the exhibition. Regarding the high popularity brought by the first public exhibition, Han Weidong said: "I think the most important thing is not only popularity, but also the rapid growth of fans on several of our platforms, including the private domain traffic of publishing houses. ”
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"Shanghai Meeting Room" program
During the Qingming holiday, there was a queue of spectators waiting to enter the Sinan Time Zone Gallery
Regarding the visit to the Qingming holiday, the reporter asked Sinan Mansion for confirmation on April 10. According to the staff, there are counter statistics at the exhibition site, and there are long queues at the Sinan Time Zone Gallery during the Qingming holiday.
The main creative team of this exhibition comes from the Tmall group of Shanghai Translation Publishing House's self-operated sector. However, the entire exhibition site does not sell products to the public, including books and cultural and creative products, which is indeed different from the previous book exhibition sales activities, and this also makes many readers feel that the exhibition has a high taste. It is reported that the original intention of the curatorial team is to be guided by the core value of the brand, increase the favorability of the brand with offline experience, and gain the favor and dissemination of more users.
Han Weidong said: "The main purpose of the exhibition is to let readers feel the beauty of reading, rather than simply buying books at the literary exhibition site. If readers are interested in books, they can go to our publisher's online store to buy them. ”
Books on display at the exhibition
On April 7, CICC Yiyun released an analysis report on the paper book market in the first quarter of 2024. According to the report, in the first quarter of 2024, the overall book sales market will reach 25.273 billion yuan, a year-on-year decrease of 14.71% from 2023, the number of dynamic sales varieties will decrease by 7.73% compared with the same period last year, and the sales of new books will also show a downward trend, with a year-on-year decrease of 42.90%.
Judging from the year-on-year situation of channel yards in the first quarter of 2024, the sales of traditional e-commerce and physical channels have decreased year-on-year, of which the traditional e-commerce and physical retail channels have both decreased by more than 28%, and the overall performance is poor. In the face of the declining book retail market, what role can this unique literary exhibition play? Han Weidong said:
Behind this, on the one hand, book consumption is affected by the overall market, and on the other hand, in such an environment, in fact, readers cherish their limited ability and opportunities to buy books. The book industry should step out of a new pattern and better serve readers, and in the language of the Internet, we should serve users.
In fact, bookstores still need to increase traffic, they must have their own private domain traffic, and publishers should also have their own private domain traffic, how to combine the two and do a little better, we want to explore a cooperation model through exhibitions.
It is reported that in the first quarter of this year, the self-operated sales of Shanghai Translation Publishing House doubled on the basis of last year, and Han Weidong said that he would continue to increase the proportion of self-operated publishing houses.
Exhibition site on the afternoon of April 10 (taken by the morning newspaper)
The reporter noticed that the small blackboard outside the exhibition will be updated with interactive gameplay every day, sometimes it is a limited book blind box collection, and sometimes it is a limited cultural and creative gift by paying attention to or punching in. The exhibition, which opens at 11 o'clock on weekends, is lined up just after 10 o'clock. Searching for "fictional collection" on "Little Red Book" has been praised and shared by a large number of amateur readers. According to statistics, since the official opening of the exhibition on March 30, the number of fans on the Tmall flagship store of Shanghai Translation Publishing House has doubled that of normal days.
A spectator looks at a small blackboard outside the exhibition
As for whether literary exhibitions have raised the reading threshold for visitors, Han Weidong said: "Reading is different from entertainment, it is a kind of learning behavior in itself, and introducing books to readers in this form is a process of improving aesthetic ability." Our users, first of all, must have the desire to buy, have a certain understanding of the book, and secondly, the content should attract readers. Of course, there is also a process of promotion of these concepts, starting with high-quality readers or heavy readers, and there is also a kind of guidance for other readers, because they feel the beauty, and after being influenced by their hearts, they may become our potential readers and users next. ”
At present, Shanghai Translation Publishing House already has post-00 employees, and this exhibition is composed of young staff curatorial team. Han Weidong said frankly to reporters: "We hold such an exhibition in the hope that after the book industry sales enter the era of traffic, it will provide a sample that can be replicated for physical bookstores to gather popularity and traffic." We hope that more friends in bookstores can pay attention to this form, come to explore the possibility of cooperation, and work together to raise our book industry to a new level. ”
Wen Xueseng, curator and staff member of the Translation Agency, introduced the audience
Regarding the new quality productivity of the book industry and the core competitiveness of publishing houses, Han Weidong said: "We use new technologies to improve the efficiency of our book dissemination, including the application of mobile Internet and AI technology. Let readers have a high-quality reading experience, I think the performance of the book industry in terms of new quality productivity, I hope to change some of the faces of our current book industry, and attract more readers to become our users in the future. ”
Some of the books in the illustrated collection published by the Translation Press are also on display in the exhibition, allowing readers to flip through and experience the ultimate beauty of paper binding. A large number of readers have already visited the exhibition to witness the beauty of the "black rose" blooming on paper before the new "Anna Karenina" is released. Less than 5 minutes after the new book hit the shelves on April 3, the book sold more than 300 copies, and the sales volume approached 1,000 copies throughout the day. The book "Around the World in Eighty Books", which will be released at Sinan Literature House, also provides readers with a trial book and a reading group service at the exhibition site.
On April 10, the reporter got the trial book of "Around the World in Eighty Books". The sample book has 25 pages, excluding the front and back covers, and introduces the author, main chapters, and introductions. It is reported that the "Fiction Collection" literary exhibition will last until May 6, including World Book Day on April 23.