Old books carry rich historical and cultural value. A few days ago, Dongcheng District released a series of activities of "Old Books and New Knowledge, Joy Reading Dongcheng", launched 5 old book check-in routes, and vigorously promoted the brand of "Old Books and New Knowledge".
From the formulation and implementation of systematic, innovative and leading second-hand book market policies, to the successive holding of a series of cultural activities throughout the year, to the new release of 5 second-hand book check-in routes...... Since the beginning of this year, Dongcheng District has vigorously prospered the used book market in the new era, which has not only revitalized the book stock market, recirculated all kinds of books, but also allowed book lovers to "find" the books they need. Today, in Dongcheng, those valuable books that have accompanied a generation have "regained spirituality" and continue to nourish the city's culture and charm. The increasingly hot used book market highlights the profound cultural heritage of Dongcheng, and makes more and more people feel the strong humanistic care here.
Systematic policy
Consolidate the innovation ecology of the "City of Books".
Contribute to the sustainable development of the used book market
The prosperity of the second-hand book market is inseparable from good policies as a nourishing "soil". At the beginning of this year, Dongcheng District issued the "Several Measures for the Prosperity of the Used Book Market in the New Era in Dongcheng District" (hereinafter referred to as the "Several Measures"), proposing to "adhere to integrity and innovation, continue the Chinese cultural context", "adhere to policy guidance, build a development platform", "adhere to mechanism innovation, promote integrated development", "adhere to the first good standard, highlight resource sharing" The four principles of vigorously promoting the effective link and development synergy between the upstream and downstream of the used book market, and creating a circulation network platform for the used book market, a rare book display and trading auction platform, Used book exhibition and sales service platform, used book market cultural communication platform.
In the four aspects of covering the space chain, industrial chain, brand chain and publicity chain, the "Several Measures" put forward 16 specific measures. Among them, the construction of a distribution system with uniform coverage is the foundation for a prosperous second-hand book market. Relying on the "Four Advances" demonstration bookstores and brand bookstores, Dongcheng District selects a number of demonstration stores for the used book business, comprehensively optimizes the business environment for the used book business, actively promotes the reform of "one industry and one certificate" for publication distribution and retail, and sets up convenient and efficient used book recycling points covering the whole district, so as to open up the spatial chain of the used book market.
Communication innovation is an important means to promote cultural inheritance and brand building. The "Several Measures" proposes to build a publicity chain, form a centralized publicity and distribution platform for the used book market, develop a unified visual system, and strengthen the creation of a scene in the sales space of used books with relatively uniform styles and tones. It has cooperated with well-known time-honored enterprises and characteristic businesses in Dongcheng District, and the "East of the Forbidden City" cultural tourism brand and IP to launch more used book scenes and cultural products that the public can see, touch and experience.
In addition to traditional publicity methods, the Measures also emphasize the important role of digital technology in communication innovation, such as establishing an online and offline sales model, developing an online service platform for the used book market, etc., to promote the deep integration of digital technology and physical bookstores, which can not only improve communication efficiency, but also provide consumers with a more convenient shopping experience.
In terms of strengthening the industrial chain, building a trading service system for used books; in terms of enhancing the brand chain, building an offline display and sales scene of used books...... four aspects of "several measures", and 16 innovative measures "combination punch" provide support in terms of support and rewards, professional guidance, etc., Dongcheng District has further optimized the market environment of old books by building a policy environment that is first and first to try, promote resource sharing and complementary advantages, and stimulate the long-term power of the used book market, which has aroused widespread attention and high affirmation from all walks of life.
Bu Xiting, an associate researcher at the School of Cultural Industry Management of Communication University of China, said that through the formulation and implementation of systematic, innovative and leading used book market policies, Dongcheng District has built the used book market into an important platform for cultural inheritance, social construction, economic development and innovation of the times, which not only contributes to the cultural and economic development of Dongcheng District, but also provides reference for other regions and promotes the innovation and development of the used book market and even the cultural industry nationwide.
"Ancient books embody the profound wisdom of the Chinese nation, and promoting their protection and inheritance can not only continue the Chinese cultural context, but also make the essence of the ancient for today's use, which is of great significance to strengthen cultural self-confidence. The relevant person in charge of the Propaganda Department of the Dongcheng District Party Committee said that the "Several Measures" will deeply integrate the distinctive humanistic characteristics of the ancient capital, the rich historical heritage and the carrier of old books, and will better play the role of old books as a carrier of historical civilization inheritance. Relying on the good policy foundation and advantages of regional physical bookstores, Dongcheng District will introduce a prosperous used book market policy, and further give full play to the advantages of regional resources with the help of the characteristics of the park's ecology, building agglomeration, community benefit, and shopping mall vitality, consolidate the innovation ecology of the "City of Books", and help the sustainable development of the used book market.
Branding
A series of cultural events run throughout the year
Better build the cultural highland of Dongcheng
"Let old books find new confidants and gain new knowledge from old books", at the "Old Books and New Knowledge, Bell and Drum Book Rhyme" Cultural Market held in Beijing Bell and Drum Tower Cultural Square in early April, the purpose of the "Old Books and New Knowledge" activity in Dongcheng District was clearly written on the on-site display board.
Old books are the "living fossils" of cultural inheritance that have been retained in the continuous revision and reprinting, which embodies the value of editions, collections and cultural inheritance. In this cultural market, the organizer invited China Bookstore Qianmen, Dengshikou Store, Yanyinlou Store, Xinjiekou Store and Xinhua Bookstore to set up dozens of booths for Baoshu Bookstore and other bookstores, and further promoted the wide dissemination and popularization of ancient book knowledge through a series of well-planned activities such as the acquisition and sale of old books, boutique exhibitions, reader exchanges and exchanges, and ancient book restoration experiences.
The majestic posture of the ancient buildings and the agarwood of the ancient books converge and merge, outlining a flowing poetic picture, attracting readers to come to Dongcheng to shop, appreciate and dry books, enjoy the joy of culture and the beauty of reading. This year, such a market will be held regularly at the beginning of each month and will last until the golden autumn of October, becoming a unique landscape of the "City of Books".
The careful shaping and cultivation of the brand is very important to the prosperity and development of the used book market, and the "Several Measures" clearly put forward to build the "old book new knowledge" brand, which is not only the inheritance and innovation of traditional culture, but also the planning and prospect for the future development of the used book market, and is an important measure to enhance the influence of the used book market and attract more consumers to participate.
On the occasion of World Book Day on April 23, Dongcheng District officially released the 2024 Dongcheng District "Old Books and New Knowledge, Joyful Reading Dongcheng" series of cultural activities, covering four series of brand activities: "Ancient Architecture, New Voices, Scholarly Fragrance", "Reading Innovation, Gold Rush in the Sea of Books", "Exhibition and Collection, Ancient Rhyme", and "Neighborhood Reading, Old Books and Old Fragrance", through the integration of global cultural resources and the integration of multiple innovation scenes, to promote the continuation of the cultural context of old books, the inheritance of civilization, and the dissemination of culture.
The series of activities of "Ancient Buildings and New Voices of Books and Books" highlights the concept of "Ancient Books + Ancient Buildings", integrates the "Old Books and New Knowledge" section into the Ditan Beijing Book Market, selects cultural landmarks such as the Bell and Drum Tower Square and the Memorial Hall of Cao Xueqin's Former Residence, and holds activities such as "New Knowledge of Old Books, Rhyme of Bell and Drum Books" and "New Knowledge of Old Books and Words of Red Mansions", so that readers can feel the fresh vitality of old books in ancient buildings.
The series of activities of "Reading and Innovation, Searching for Gold in the Sea of Books" highlights the concept of "used books + brand", combined with activities such as the 77 Cultural and Creative Life Festival and the Longtan Zhonghu Creative Market, to jointly promote the holding of the used book market in the cultural and creative park and cultural space in a market-oriented way, and carry out a series of brand cultural activities to create a used book market that is more attractive and fashionable to the public.
The series of activities of "Exhibition and Collection, Ancient Charm and Fragrance" highlights the concept of "used books + industry", gives full play to the advantages of the art trading and auction industry of Guardian Art Center, expands the share and proportion of rare books in the country, and cooperates with Qianmen Shuxiang Shiye brand bookstore to carry out integrated collection, exhibition and sales of used books, so as to attract more readers to enter the art space to experience the charm of used books.
The series of activities of "Neighborhood Reading and Old Books Aging" highlights the concept of "old books + community", relies on the street convenience service network, uses old books as the medium to carry out new neighborhood socialization, and focuses on building a series of used book brand activities such as the "Neighborhood Book Collection" of Meihou Shijingshan Civic Cultural Center, the "Time Book" of Chaoyangmen Street, and the "Neighborhood Reading Club" of Beixinqiao Street, and sets up old book exchange corners and old book drifting shelves to integrate the circulation of old books into the new era civilization practice center and enhance the sense of community cohesion.
The reporter learned that the series of cultural activities of "Old Books and New Knowledge, Joy Reading Dongcheng" will be held through four series and more than 30 brand activities, so that the old books can flow and the culture will be inherited, and the popularity and reputation of the "Old Books and New Knowledge" brand will be continuously improved, the brand effect of the old book market will be strengthened, and the cultural highland of Dongcheng will be better built.
Empower drainage
The used book check-in line is newly launched
Integrate new cultural consumption formats
In the new era of online reading, old books have become a scarce existence with their unique cultural charm and historical value, and their continuous reading utility, comparative price advantage, and deep emotional sustenance also make it have sufficient recirculation value.
As the core bearing area of the national cultural center, Dongcheng District has a rich historical and cultural heritage, providing a natural soil for the growth of the used book industry, and the used book market resources and brand advantages are very significant. In recent years, Dongcheng District has continued to cultivate the ecology of books, and there are more than 190 physical bookstores in the district, including many bookstores with ancient books and special cultural atmosphere. Taking the World Book Day on April 23 as an opportunity, Dongcheng District will "string beads into a chain" of 25 characteristic physical bookstores in the jurisdiction, and launch 5 old book check-in routes of "One Page", "Ancient Rhyme and New Voice", "Jinghua Reading", "Creating Painted Books" and "Old Volumes and New Chapters", guiding more readers to dig deep into the historical memory and cultural essence of "hidden" bookstores and used books, and at the same time promote the integration of the used book market and modern diversified consumption formats to stimulate market vitality.
Yellowed pages, ceiling-to-ceiling bookshelves, old books piled up everywhere...... The precipitation of time makes books more vigorous. Founded in 1952, China Bookstore is the first state-owned second-hand bookstore in mainland China and the largest physical store of second-hand books in China.
On the first floor of the front store of China Bookstore, No. 86 Qianmen Street, the staff is introducing a series of cultural and creative products independently developed by China Bookstore to three Chongqing tourists, "Pian Yu Cun Zhen", which combines fragments of ancient books with modern fashion elements, and with the help of traditional ancient book restoration techniques, a series of products that can be decorated, exhibited and played, realizing the combination of traditional ancient book physical specimens and modern art decoration functions. After listening to the introduction of the staff, the tourist Xiao Zhu sighed again and again: "I have gained a lot of unexpected knowledge, it is really worth the trip!"
The second floor of the bookstore is a franchise area for old books, with an area of about 100 square meters, with more than 15,000 books of 5,000 or 6,000 kinds on sale, which has been favored by readers of all ages for many years. Cao Xiaolei, the person in charge of the bookstore, said that the charm of old books lies in their unique historical inheritance and documentary value. Dongcheng District has issued "Several Measures", which has effectively opened up all aspects of the circulation of old books. The launch of the 5 check-in routes has also opened the door to "old books and new knowledge" for more readers. "It will also play a good role in attracting traffic to the bookstores we have selected. Cao Xiaolei said.
The development of the second-hand book market requires not only policy support and protection, but also the innovation of the operators themselves. The Paper Sound Bookstore, one of the points of the "Ancient Rhyme and New Voice" used book check-in route, is located in the crowded Dongsi South Street, although the area is not large, it is a "treasure hunting place" for many lovers who love old books.
Walking into the café on the second floor of the bookstore, a dazzling array of used bookshelves and greenery divide the café into small spaces. Under the warm yellow light, readers can pick up a book and enjoy immersive reading, or they can invite one or two friends to sit quietly and look at the scenery in the distance. Unlike many bookstores, where you can exchange an old book for a cup of coffee, the book will be available as a public book.
"We want this to be a space for readers to communicate with each other. Yan Bing, the founder of Paper Sound Bookstore, told reporters that the selection of the used book check-in route this time further strengthened his confidence and made the future development direction of the bookstore more clear: "We plan to transform the bookstore into a second-hand book franchise bookstore, taking advantage of the superior resources of Dongcheng District, we are confident that the bookstore will be more distinctive and more stylish." ”
Curator: Gao Ming
Text: Li Ying
Picture: Propaganda Department of the District Party Committee, Lin Xuan, Wang Zheng, Yan Wen, Lu Lu, Hong Shan, Li Ying, Wang Ran
Some of the images are from previous issues