It starts with the appearance and takes longer than the connotation
In recent years, the Internet celebrity bookstore model has become a way for many physical bookstores to transform themselves. It is no longer a place for purely selling books. It expands the models of "bookstore + catering", "bookstore + cultural and creative", or organizes various reading activities. To gather popularity and promote consumption.
However, as the number of entrants increases, Internet celebrity bookstores become more and more homogeneous, and the impact of the new crown pneumonia epidemic is superimposed, the survival of bookstores has also become difficult.
Under the "net celebrity" shell, bookstores urgently need to explore other core competitiveness.
First, explore a clear profit model to improve self-hematopoiesis.
A survey shows that more than 87% of physical bookstores rely on a single income from book sales, and their ability to resist risks is limited.
Although opening a bookstore is not all for commercial interests, it still requires a clear profit model and a relatively stable income structure.
In the long run, bookstores should find their own models to enrich products and services.
Well-done bookstores often have their own unique brand of blood-making secrets, not just relying on capital or government blood transfusions.
Second, strengthen the connection with readers and enhance user stickiness.
The online celebrity attribute of bookstores brings traffic, but it does not necessarily bring continuous customer base.
Physical bookstores need to adopt various forms to strengthen interaction with readers and increase user stickiness, from "waiting for readers to come" to "actively chasing customer flow."
For example, digitize products, customer flows, scenarios, and customer consumption behaviors, generate user portraits of readers, realize bookstore intelligence, and use big data to accurately locate and attract users; another example is to make good use of online platforms and resources to live webcasts, Online book clubs, online sales and other methods play a good role in "draining traffic", effectively extending the spatial reach of physical bookstores, enhancing readers' sense of immersion and belonging, and making people not only willing to come but also to consume.
Finally, bookstores pay more attention to "appearance" and value.
Bookstores are a winning format for content, and their core competitiveness lies in high-quality books and services: select excellent cultural products, present the best display methods, attract more creators and brands to work together, and continue to provide high-quality books in line with market positioning Wait.
As the consumer groups gradually become younger and more individualized, the unique bookstore itself will also become a cultural gathering place, leading to deeper reading in the age of traffic.
As the cultural business card of the city, the well-known bookstore brand is an important symbol of the country's and urban cultural soft power.
The harmonious coexistence of various bookstores and the formation of a rich ecological circle that meets the diverse cultural needs of citizens are essential for cultivating the reading habit of the whole people and maintaining national literacy.
I believe that with policy support and market attention, the path of physical bookstores will become wider and wider.
(Wang Lin source: Economic Daily)