Economic Daily and JD.com released data——
what people are reading
Data source JD.com Consumer and Industrial Development Research Institute
Cultural Labels of Book Consumption
Liu Hui
Books have always played an important role in inheriting civilization, improving national quality, and promoting economic and social development.
In recent years, online sales of paper books and e-books have continued to grow, and reading has been revived through the development of digital technology, which has greatly enriched people's experience and broadened the breadth of reading.
If we analyze the changes and changes in book consumption, what changes every year is the ranking of popular books and the number of people who read them, but what does not change is the cultural labels of each region, as well as the functional and practical books and classic literature. prosperous.
Books are a market that needs to be adhered to. It is recommended that the publishing industry accurately target readers, win user reputation through high-quality content and accurate marketing, and establish its own differentiated competitiveness and influence, rather than blindly chasing social hotspots. Short-term benefits and deviation from the main channel.
Book consumption not only represents the situation of consumption upgrading in a region, but also has a profound impact on driving local consumption upgrading and economic development to a certain extent.
Taking Beijing, which has been ranked first in China's online book consumption, is a benchmark city for cultural consumption. Book consumption accounts for a high proportion of local consumption, and its "accompaniment" is also characterized by a high proportion of service consumption and upgraded consumption.
These data reflect the characteristics of Beijing's consumers' high level of education and advanced consumption concepts.
Spiritual consumption such as books will improve consumer literacy, further form better information acquisition habits and more mature consumption concepts, and then form a positive cycle of promoting spiritual consumption and consumption upgrades.
Interestingly, the cultural "genes" of each region can also be glimpsed from book consumption.
These cultural genes have been deeply embedded in the blood of cities and villages, and interact with local economic attributes.
For example, in the sales of books related to cutting-edge technology, Beijing and Shenzhen are among the best; Shanghai's international financial center attributes are fully displayed in the consumption of financial books; Fuzhou and Ningbo are cities with great "literary and artistic style"; Shijiazhuang, Changsha readers love to read Leisure books can enjoy life better; Wuhan and Yinchuan are the gathering places for academic elites, and exam books account for a high proportion... Book publishing and distribution companies seize the cultural attributes of these regions and promote the marketing of related books in a targeted manner. Local readers have better interaction, gain more recognition, and achieve a multiplier effect.
People invest time, energy and resources for a better life, especially for book consumption.
Reading is an investment in the future, a gift to yourself and to the next generation.
At present, thanks to the development of online technology, the space and scenes of digital reading have been greatly expanded, providing a more imaginative space for future reading.
But no matter how technologically advanced, premium content will always be a competitive advantage for publishers and platforms.
For related companies, the book market is a fertile ground for continuous harvests. It is necessary to do big data analysis based on the changing reading habits of users, accurately grasp the needs of readers, and continue to optimize and innovate content and services. Win more loyal readers and gain a broader space for development.
(The author is the dean of JD Consumer and Industrial Development Research Institute)