Economic Daily and JD.com released data——

　　Life is full of book fragrance

Data source JD.com Consumer and Industrial Development Research Institute

　　Understand the reading needs of young people

　　Lu Fei

　　In recent years, the trend of younger book consumers has become more and more obvious, and more and more young people find their own learning methods and growth directions through reading.

Especially when the youth group has become the main force of economic and social development, how to further meet the reading needs of the youth group is worthy of careful study.

　　At present, the reading mode of young people is still in the stage of "infrastructure".

The data shows that among the proportion of reading time, young people spend the most time reading books on study and examination.

At the same time, this group also likes to read novels, youth literature and other types of books, and has made great efforts in foreign language learning, IT and the Internet.

　　From the demand side, young people's book lists mainly include books on exams, marriage and love, psychology and literature and novels, and the increase in consumption amount is significantly greater than the average.

But still need to read and experience accumulation in management, economy, law, history and so on.

　　From the perspective of supply, in order to pursue sales and performance, some booksellers often use "rejuvenation" as a gimmick to label young groups and launch various books according to stereotyped labels.

For example, design the cover to be fashionable and eye-catching, use various flashy book titles, or use popular culture such as two-dimensional, social, and jokes as marketing selling points.

However, this superficial effort is only a superficial interpretation of the consumption phenomenon, and the real needs of young people still need to be further explored and understood.

　　In fact, this group of young consumers has higher cultural literacy, is more inclusive and diverse in thinking, has more extensive and diverse interests, and has more advanced ideas and innovation capabilities.

In terms of spiritual consumption, young people prefer to gain knowledge, resonance and recognition through reading.

For example, the popularity of the Forbidden City IP and the popularity of cultural relics and variety shows are all through emotional resonance with young people to increase national pride, culturally endow knowledge, and enhance cultural pride.

　　In this regard, when publishers plan books, they can start more from the knowledge, emotion, and spiritual aspects, and make the content closer to the values ​​and worldviews of young people, so as to create more high-quality books, so as to be recognized by more young people. .

　　(The author is a senior researcher at JD.com Consumer and Industrial Development Research Institute)