Horizons and perspectives

Set "Books Shanghai" as the top star

Let the fragrance of books be with you

In recent years, the continuous rise of book cultural creation has given physical bookstores more vitality, allowed readers to have more cultural choices, and also allowed publishing institutions to extend the book industry chain through the development of cultural and creative products. Book creation is undoubtedly a potential profit growth pole in the integration and development of the publishing industry. Therefore, how to effectively enhance and strengthen the radiation and influence of book cultural and creative products is a hot and difficult problem that needs to be solved urgently in the publishing industry.

Recently, a news from Shanghai about the 2021 Shanghai First Bookstore Own Cultural and Creative Festival caught the author's attention. During the week, nine companies in the Shanghai book industry with independent cultural and creative products brought more than 630 kinds of literary innovations to meet with readers, with sales of more than 22,000 yuan.

The newly released "Research and Research Report on the Status Quo and Development Prospects of the Cultural and Creative Market in shanghai book sales industry" shows that the cultural and creative sales of Shanghai bookstores in the past year have accumulated about 200 million yuan; the display area and sales of cultural and creative products account for nearly 30% of the entire bookstore; the main force for purchasing cultural and creative products is The 20-40-year-old Kochi and women' groups. It can be seen that book creation is not only the latest standard of today's physical bookstores, but also another reason for readers to linger in bookstores and feel the fragrance of books.

When it comes to book creation, many people's first impression is those distinctive notebooks, cups, etc., many of which are imported from abroad. The first bookstore-owned cultural and creative festival held in Shanghai this time highlights the products developed by itself, indicating that compared with previous years, more and more bookstores have the ability to independently develop cultural and creative products. Judging from the varieties exhibited and sold in the Cultural and Creative Festival, the types involved are various, whether it is fans, school bags, umbrellas, cups, or notebooks, desk calendars, hand accounts, clothing, canvas bags, all of which echo and are highly adhesion to the book content operated by the bookstore.

As industry insiders have pointed out, "cultural creativity is not just business, its greater significance should be to serve reading." Cultural creativity must eventually return to the original intention of serving reading, and the operation of cultural and creative products should have a multiplier effect on the multicultural development of bookstores. It can be seen that drainage, value-added, and services to provide readers with a new consumer experience and reading experience are a new development trend of today's book creation.

The author believes that the ideal book cultural and creative products are to closely focus on the relevant book products, carry out deeper development, so that the essence of the book content, through the unique charm of cultural and creative products, is displayed in front of the readers, so that readers can become the experiencers and consumers of cultural and creative products in addition to being extremely surprised, moved and intoxicated, and then complete the spiritual sublimation of the favorite book products . In this sense, high-quality book creation is a sincere greeting to readers and a deep spiritual awakening.

The above-mentioned research report also shows that the more diversified the development of cultural and creative products in line with cultural brands, the better the integration with book sales, the higher the consumer's experience, and the more obvious the mixing benefits.

It should also be noted that the independent development of cultural and creative products by publishing institutions is not only a new development trend of book cultural creation at present, but also the deep expectation of the majority of readers. Because only the publishing institutions themselves know the spiritual core of their book products the most.

Activating readers' reading experience and expanding reading space with cultural and creative products is not only the simple exhibition and sales of cultural and creative products, but also the emotional demands and social hotspots of current readers, and new blessings are carried out through cultural and creative products. For example, Wukang Road, where the Dayin Bookstore is located, is a popular Internet celebrity punch card in Shanghai, and it is crowded every day. The Wukang Building, which is adjacent to the store, is also an important historical building in Shanghai, and the well-known Wukang Building Ice Cream developed by the store has been made into a dark horse shape, which is very hot this summer, selling more than 40,000 yuan in October. Think about it, when the reader admires the thick historical buildings of Wukang Road on Wukang Road and comes to the Dayin Bookstore to taste the ice cream of Wukang Building, how wonderful is this experience? If you buy a book about the stroll through Shanghai's historic buildings, it is undoubtedly a perfect, closed-loop reading experience.

To stimulate readers' motivation to purchase cultural and creative products, it is also necessary for books and cultural and creative products not to conform to the rules, bold imagination, diversified development, and meet the readers' multiple experiences, especially the extended experience. Since book creation is cultural creativity, it should not only be a simple reproduction of the relevant book content, but should be a clever and unique reproduction of the essence of the content. In order to quickly reach the reader's heart in the first time, so that the reader has a new touch and association, it is necessary for cultural and creative products to have more cultural elements, cross-border elements and fashion elements, so as to lead readers to new consumption and experience. Only when the book cultural and creative products are novel and peculiar, the variety is more abundant, and the spiritual added value is increased, can the publishing resources be effectively transformed, the concept of publishing culture can be disseminated, and more publishing products can be brought to the public, thus also driving the integrated development of the publishing industry into a new stage.

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Books Shanghai | The smell of books is always accompanied

Source: China Press, Publication, Radio and Telegraph

Editor: Duan Pengcheng