Jiang Tianjiao

  Recently, Yanji of the Internet celebrity bookstore has received attention again because of its deep sinking in the tide of closing stores.

After closing some stores in Beijing, Chengdu, and Xi'an, Yanji closed several stores in Shenzhen and Guangzhou.

The words in the strategic adjustment may have realized that physical bookstores cannot be saved by “face value” alone. Internet celebrity bookstores must not just stay at the stage of attracting consumers to take photos and “check in”, but also truly find sustainable profitability. model.

  The name of Yanjiyou originated from the dismantling of the traditional Chinese character "she". Its original idea was to treat bookstores as a carrier of art, not just a place to sell books.

Yanji, who followed the route of Internet celebrity, was once again very popular in the capital market. It raised nearly 200 million yuan in 4 years and plans to add more than 100 stores across the country.

Regrettably, Yanji did not do a good job of management and operation during the expansion period, and there has been no obvious source of profit, which gradually caused some capital parties to lose patience.

Closing the store is a helpless move, but also a necessary move.

But from another perspective, the calmness of capital may not be a bad thing for physical bookstores.

The ebb of capital is conducive to a more rational industry. Before a clear profit model is found, Internet celebrity bookstores really should not engage in blind expansion.

  In the past few years, Yanji's rapid expansion was also because of the sweetness of the policy.

With the introduction of the "Guiding Opinions on Supporting the Development of Physical Bookstores", a series of policy measures to encourage innovation and support development are of great benefit to physical bookstores.

Local governments have also introduced support policies for physical bookstores, and many cities have announced plans to increase hundreds or even thousands of bookstores each year.

However, the implementation of policies must be tailored to local conditions, carefully study and judge the development of local physical bookstores, and provide precise support based on the needs of the people in the region.

For example, some cities already have enough large-scale chain bookstores, and it is even more necessary for small and medium-sized bookstores to penetrate into the community, build a "small and beautiful" literary space, and focus on tapping the potential of market segments.

Shanghai has done a good job in this regard. It not only has poetry bookstores, but also projects such as drama bookstores and academic second-hand bookstores.

In the next step, local support policies and funds should be changed to promote the specialization, quality, and specialization of bookstores. This is the practical way to support the "speakers".

  Yan Ji also mentioned in a number of store closure announcements that the store closure is related to the expiration of the mall lease.

The reason why it is keen to enter the mall is because the mall is optimistic about the drainage effect of physical bookstores, and it has made a profit in the investment promotion.

With the advent of the era of collaborative consumption, consumers who come to bookstores to read may continue to dine in the mall or make other purchases.

Therefore, the rental price of bookstores offered by shopping malls in various places is generally 50% or even lower than that of commercial formats.

However, this "special treatment" is limited to the initial stage of entering the mall, making the bookstore feel that it is not enough to "quench thirst".

Since Internet celebrity bookstores can gather popularity, shopping malls may consider continuing to make use of physical bookstores through various channels.

Physical bookstores add color to the business district, and the prosperity of the business district drives the development of physical bookstores. Only in this way can a win-win situation be achieved.

  In recent years, under the impact of e-commerce and mobile Internet, the business of physical bookstores is indeed difficult to do.

Despite this, some bookstores have not given up on their dreams. In addition to a wide range of books, they also sell aromatic coffee, innovative cultural and creative products, and retain readers through cultural salons, author meetings and other activities.

Yan Ji's exploration in this area is remarkable, and his business philosophy is worthy of recognition.

A bookstore can become a city’s "cultural meeting room". To operate the "meeting room" well, it is necessary to transform the business model centered on books and commodities to a business model centered on people to provide readers with more valuable services.

Physical bookstores can only develop through continuous research on consumer needs and continuous innovation.

  Physical bookstores carry people's feelings and dreams, and urban development should also leave a place for physical bookstores.

An industry report shows that more than 4,000 physical bookstores will be newly opened in 2020, and more than 1,500 bookstores will be closed. The net new bookstores nationwide will reach more than 2,400.

The physical bookstore industry is looking for a new direction in the survival of the fittest, hoping to move from the "most beautiful" to the "longest", so that the city will be filled with books.

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