【Explanation】 In the face of the impact of the epidemic, many head companies in the catering industry have chosen a simple and rough way-price increase, and the book industry practitioners have used 18 skills to expand sales channels and take out books. Became a new attempt. On April 9, Shanghai People's Publishing House teamed up with Meituan Takeaway to formally launch the "Takeaway" service, and this is also the new game method of "unlocking" the first publishing house in Shanghai.
[Same period] (Chai Chang, Director of Marketing Department of Shanghai People ’s Publishing House) Under the current epidemic situation, (to) the sales of all our physical stores have a great impact, then as the publishers, our leaders are all comparative With this sense of worry. So in fact, starting from February 20th, we have managed to move many of our offline activities online, and we are also frantically expanding channels to see if there is any kind of sales channel that can reduce the impact of the epidemic on us. .
[Explanation] According to reports, after the user places an order on the takeaway platform, the staff of the publishing house will sterilize and package the required books, and then transfer it to the takeaway. In a cup of afternoon tea, the "warm" new book will be available. At present, the coverage of delivery books has a certain limit of kilometers, but its timeliness far exceeds the next day of e-commerce book purchases, which also reduces the risk of visiting physical bookstores under the impact of the epidemic.
[Same period] (Chai Chang, Director of the Marketing Department of Shanghai People's Publishing House) From the perspective of Meituan, in fact, its characteristics are also very obvious, its timeliness is particularly strong, and it can arrive quickly. Then it is also very regional. The coverage of Meituan is 3 to 5 kilometers, so you can actually do some articles around this area.
[Commentary] There are precedents for the takeaway platform to reach cooperation with some physical bookstores in Shanghai, but this is the first time it has cooperated directly with the publishing house. The reporter noticed that currently the publishing house has relatively limited types of books on the takeaway platform, but these carefully selected books that have been on the shelves are still quite attractive, covering history, culture, politics and many other aspects. Matching with the current hot spots such as "History of Medicine (Second Edition)" and "World" and other "epidemic" books.
[Same period] (Chai Chang, Director of Marketing Department, Shanghai People's Publishing House) Our first batch of selections is this list, and there will be a list of different topics to rotate in the future. In addition, we are actually preparing for differentiated management. The so-called differentiated management is actually very likely that the book list I choose later is a book that I do n’t make available. For example, we will prepare some autographs, or edging books, or Some leather books have some special editions, and even some books will do small cultural creations with our cultural creations.
[Commentary] It is understood that the new gameplay of "Takeaway Delivery" is the continuation of a series of online marketing activities of Shanghai People's Publishing House. Affected by the epidemic, the bookstores of physical bookstores were neglected, and offline sales were blocked. To cope with the difficulties, Shanghai People's Publishing House actively explored online promotion methods, using online book clubs and self-operated stores to expand the sales path to reduce the epidemic's influences.
Reporter Xu Yinkang Yu Zhan reports from Shanghai
Editor in charge: [Liu Xian]