What is in the blind box of the bookstore
The encounter between the reader and the book can be deliberate, multi-faceted, or it can be an encounter, a narrow road, and then start an adventure about reading.
On the occasion of "4 · 23 World Reading Day", Zhuhai's Unbounded Bookstore launched "Unbounded Blind Selection". Readers choose based on the keywords "children's books", "literature", "social sciences" and "random". Each blind box is priced from 59 yuan to 99 yuan and contains no less than two recommended books. Jiang Wei, the person in charge of the unbounded culture of the bookstore, introduced that the blind selection of books has undergone two rounds of screening and is numbered. Each set is different, ensuring that the reader will not repeat several copies at the same time; among them, the best-selling books will be relatively few- —I want readers to pay attention to good books that are rarely found.
On this day, Baotou City Xinhua Bookstore also launched the "Xinhua Blind Box" activity, focusing on the recent bestsellers of Xinhua Bookstore. The list of published books includes "The Sea of Life", "Going North", "Principles" and "Ordinary World", as well as daily necessities such as ceramic mugs, glass crispers and vacuum flasks. When the reader receives the blind box, in addition to the randomly selected books, there will be customized bookmarks, daily necessities-of course also random.
Blind box, a kind of gameplay originated from Japan. A small box is filled with dolls. When buying it, I do n’t know which one is installed in it. I only know it after opening it. The selling is the mystery and uncertainty in the process. Sexually, the "blind box economy" became popular for a time. Recently, brick and mortar bookstores are selling books, and they are also aiming at the game of blind boxes.
The blind selection of famous artists is actually a reading example for everyone
It is undeniable that the bookstores have recently piled up to sell blind boxes, directly because of the economic pressure brought about by the epidemic.
On February 25, the Utopia Bookstore in Haiyan, Zhejiang Province issued the "Notice of Completion". This bookstore, which has been open for four years, failed to survive the epidemic. In order to make a living, the bookstore owner, Tongtong, will focus on his old business to do decoration and building materials business. The official closing time of the bookstore is scheduled for May 1, before that, the books in the store are sold in the form of blind boxes. Each blind box is priced at 98 yuan and contains books worth about 150 yuan. If all the inventory can be sold, it is estimated that 200,000 yuan will be recovered.
On the evening of March 9, the one-way space bookstore opened the "Defense Bookstore" blind box in the live broadcast room of the anchor Weiya. The books selected for the blind box in the one-way space are all excellent works in its publishing system, including the recently published "Single Reading 23. The Broken House", "The Most Dangerous Book" in the Single Reading Classics series, and "The Pera Palace" "Midnight", "Jane Austin Novel Set" introducing the classic penguin cloth book series, etc. The bookstore promised that the value of the blind box would be higher than its price, and stated that "you can think of it as a way to get to know this bookstore that you haven't met in different dimensions and to read an old friend again."
Along with the one-way space selling blind boxes, there are Pioneer Bookstore, 1200bookshop, Jingdian Bookstore, Xiaofeng Bookstore, Utopia Bookstore. Among them, Pioneer Bookstore is probably the pioneer of bookstore blind box industry.
As early as 2015, Pioneer Bookstore launched a "customized" blind box in its online store: readers left a message to tell about his recent mood, and the bookstore selected books according to his needs. "Many readers face a huge library of books and don't know how to start reading, so the more intimate way is that we help you choose, which is also a fate of creating people and books." Li Xinxin, brand operation manager of Pioneer Bookstore, said.
Later, Pioneer Bookstore moved the blind box from the online store to the physical bookstore, and the bookstore's book selectors selected the books. At this time, the "blind" component is even greater. Sometimes the reader does not know what is inside, which is equivalent to an adventure, and the bookstore can guarantee the quality of the selection.
On March 27 this year, the flagship store of Pioneer Bookstore Tmall was restarted, and founder Qian Xiaohua launched the "Founder's Blind Selection Reading Plan", inviting poet Bei Dao, musician Li Jian, writer A Yi, and writer Fang Wenshan to Readers choose books. A blind box contains "2-4 selected books, a handwritten postcard", and "countless love". Li Xinxin said that the blind selection of famous artists actually gives everyone a reading example, "How do they become themselves now, and they are inseparable from the books they read, so if you want to know this person, go and read the books he reads" .
In addition, Pioneer Bookstore also launched "Blind Selection of Smell" (1 book + 1 perfume), "Blind Selection of Sweet and Salty" (1 book + 1 handwritten postcard), "Blind Selection of Gambling Wine" (at least 1 bottle of wine) + Others) and other new patterns. Who said that books are not tasteful and intoxicating?
Compared with a blind box with a doll in hand, is the book so attractive?
Pioneer Bookstore wrote on its WeChat public account: "Compared to the Gao Wei Bank, blind selection is more like a small, human-like paradise. After experiencing the reader's thoughts and the minds of the book choosers, Waiting to be opened and loved, and then create a new story. "The joy and surprise of waiting may be the biggest temptation of the blind box. But compared to a blind box with a doll in hand, is the book so attractive?
At the Unbounded Bookstore, the girl KK bought a blind selection of literature: "I used to like to read the bookstore bestseller list or recommended by my friends before buying. Many of them are best-selling books. The blind selection I bought this time contains 2 novels I have never heard of. There is a book that I ’m already reading. I really read it while wiping my tears. The life and death of the old man written in the book is projected into life, making me have to think of myself. "
Boy Hao hesitated for a long time between "random" and "social science". "Because the above is an unknown adventure, I really want to read some books I haven't read before." In the end, he chose "Social Science": "This book is a boring book, which is actually very interesting. And there is a book with a beautiful cover, I checked it is one of the" Oracle Bone Book Series ", I think I bought it To the treasure. "
In the bookstore live broadcast on March 9, Chen Ting bought the blind boxes of three bookstores, "First of all, I feel that the things I bought are not useless, even if I have read the books I have read, they may have different versions; second There is indeed an unknown psychology of 'fortune cookies', and I would love to see what they will put in. "
Dong Fang bought a 1200bookshop and a blind box in one-way space. "Compared with buying a definite book directly, the blind box only tells you the subject, but does not know what the book is. Happy, people feel that readers and books are also fate. And I trust the bookstore's taste, it is still very reassuring. "
Of course, Dong Fang admits that there are also ingredients for paying for "feelings". "99 yuan can't buy a loss and can't be fooled. I also bought blind boxes of clothes and shoes before, basically throwing goods, and the book is the most satisfactory."
The quality assurance of the book itself, the ability of the bookstore to be recognized for selection, plus the surprise when unpacking, or there is also a "can't buy a loss" mentality-since readers buy it, selling blind boxes has become more and more Multi-entity bookstore selection.
"No matter what is contained in the blind box of the bookstore, on the one hand, the content must be rich and creative enough to let the reader know that you are different; on the other hand, to ensure the quality, let the reader feel that the money is worth the money and risk after opening the blind box. No failure. "Li Xinxin said," So far, we have not received any feedback on dissatisfaction with quality. "
The blind box still provides the "experience" of the physical bookstore as always
Starting from World Book Day 2017, Zhong Shuge opened a "blind selection zone" in the store. The books in this area are all wrapped in paper. You do n’t know what the book is, but from the handwritten small card outside the package, you can read the post-reading of the clerk on the book-it is a "semi-blind selection" .
It can also be seen that, whether it is an early birth attempt or a refurbishment of various homes today, bookstore blind boxes are often not completely "blind" choices-either limit the theme, or reveal the look and feel, so that readers' expectations are limited to a range within.
To Lu Yi, a book marketing expert, unlike other blind boxes, which are highly entertaining, books are a more abstract and more rational consumption. If you want to impress your customers ’rational nerves, go play Games like blind boxes actually look at the bookstore ’s planning capabilities. Moreover, bookstore blind boxes often need to let readers know the scope of the books inside. Within this limited scope, how to plan and package a topic that interests consumers is particularly important.
"It's not simply a box to hold a book and it can be called a blind box, but it is to pack a certain type of selected book and display or promote it around a theme." Lu Yi said that for bookstores, There are two profit points for blind boxes: one is direct sales profits, but bookstore blind boxes are often not expensive, ranging from tens of yuan to more than 100 yuan, and the profit margin is not large; the second is to increase the shopping pleasure of customers. Providing a "surprise" can also be classified as a category of user experience.
"We always say that operating a physical bookstore needs to provide customers with experience, and the blind box is also an experience." How to let customers get a better experience, Lu Yi said, one is to be full of "surprise" when making external announcements; the other is Can be superimposed with discount promotion activities, so that customers feel value for money after opening. The price of books in the blind box is generally higher than the selling price of the blind box. For example, the book distribution discount at Unbound Bookstores is maintained at 40% to 30%, and several "koi" are set in each package category, and the book distribution discount is 40%.
Lu Yi reminded: "In fact, all the business chains that benefit most from blind boxes are the developers of intellectual property rights. For bookstores, you are already the role of terminal dealers, and you can think about the development of some intellectual property rights. Blind box content, such as cultural and creative, non-legacy, etc. combined with the characteristics of a bookstore, these things have greater profit margins. "
China Youth Daily · China Youth Network reporter Jiang Xiaobin Source: China Youth Daily