China News Client, Beijing, May 8 (Reporter Shangguan Yun) A few days ago, a special live broadcast attracted the attention and attention of many readers: the famous media person Bai Yansong opened his first online show on a live broadcast platform— -"Live Streaming Store".

　　The shop here is talking about a bookstore. Bai Yansong's live show originated from the initiative of "The Spring of Bookstores-Saving Physical Bookstores". According to the initiator of the initiative, Ma Weidu, Gao Xiaosong, Jing Yidan and many other famous artists will join the ranks of this "online help".

　　Celebrities help, can this move save the physical bookstore? How will the online efforts affect the future development of physical bookstores?

Bai Yansong "Live Streaming Store", many famous experts will participate

　　As a "professional reader" and "amateur writer", Bai Yansong has always been concerned about the development of physical bookstores. Not long ago, he did it himself and came to a personal webcast for the first time, "live with a store" in the latest fashion.

Bai Yansong is on live broadcast. Image source: Live video screenshot

　　At the scene, he signed 3000 copies of "Bai Shuo", asking readers to "supervise online", and then evenly distribute the batch of books to various bookstores and carry out limited spikes on their live broadcast platforms, hoping to guide both network traffic and actual purchase To the bookstore.

　　In the live room, Bai Yansong also carefully shared his reading experience and made some reading suggestions when connecting Zhongshuge, Yanjiyou, Sisyphus, Pioneer Bookstore, Quanzhou Fengyasong and Shilu Bookstore in Wuhan.

　　In addition, he did not forget to cheer for the bookstore: "We said to hold on and persevere, not to be stupid to wait, but to think of various ways and hope that today's live broadcast is a good start."

　　This live broadcast originated from an initiative of "Spring of Bookstores-Saving Physical Bookstores". According to Changjiang New Century, the initiator of the initiative, after Bai Yansong's first live broadcast, other famous artists will be invited to join the ranks of "online help" in the same way. Currently, online support activities for Gao Xiaosong and Ma Weidu are under planning.

Difficulties and concerns

　　Many celebrities are planning to join forces to broadcast the "Saving Bookstore" because the bookstore has indeed encountered some difficulties.

　　Compared with e-commerce, physical bookstores have the advantage of providing readers with space for reading and interaction, and a series of life aesthetic experiences. The sudden outbreak this year has greatly weakened their offline gathering function.

Data picture: The picture shows that Chongqing Book City resumed business, and the citizens wore masks to read through the books. Zhou Yishe

　　According to reports, on February 25, the statistical data released by the research team of the Printing and Distribution Bureau of the Central Propaganda Department showed that of the 1021 physical bookstores participating in the sample survey, 926 were suspended, accounting for 90.7%. And 43.7% of bookstores said that operating income will fall by more than 50% in the first half of the year.

　　To help bookstores overcome difficulties, the Propaganda Department of the Beijing Municipal Party Committee issued an "Emergency Notice on Doing a Good Job in Supporting Beijing's Physical Bookstores in Response to the Impact of the New Coronary Pneumonia Outbreak", proposing measures such as Beijing's early launch of the physical bookstore support project in 2020.

　　Some insiders said that some support measures around the country will indeed help the bookstore. What the bookstore has to do is to try to save itself, and prompt the passenger flow to return to the same level as in the previous year as soon as possible.

Bookstore accelerates to "cloud"

　　In fact, it is not just celebrity online "live streaming stores". The sudden outbreak this year has caused many bookstores to speed up the move to the "cloud".

　　In response to the predicament, in late February, Guangxi Normal University Press joined several bookstores to open the “Bookstore Lighting Project” online. So far, the tenth issue has been carried out. It is understood that there are 200 bookstores participating in the program steadily Home, covering nearly 500,000 readers.

Data map: Readers enjoy the fun of reading in the bookstore. Photo by Tang Yanjun

　　The situation forced the bookstore to try more online business: the relatively silent shop assistants usually learn the appearance of video anchors and promote their own books. Or hold online lectures to increase fan stickiness.

　　Other bookstores have opted to join the "Takeaway Army" to provide convenience for readers to buy books online: people can search for bookstores and book information on relevant takeaway platforms, place orders as prompted, and get new books without leaving home.

　　"Physical bookstores expanding online business is an expansion of sales channels." However, senior publisher and bookstore design expert Sanshi is not optimistic about the "takeaway model". "Books are not necessities and fast-selling products, and they are not competitive in distribution. "

Will it be a good medicine to expand online?

　　Whether it is a celebrity "live broadcast store", or a bookstore in the "cloud" to save themselves, it really has an effect. But in the long run, will the universal expansion of online business be a good medicine for the development of physical bookstores in the future?

　　In fact, the epidemic only amplified the survival problems facing bookstores. As early as a few years ago, the physical bookstore ushered in a "cold winter", and then showed signs of recovery, but rents and other issues still have to face difficulties.

Data map: People reading in a bookstore. China Cloud Online Official Cloud Photo

　　"Celebrities 'live streaming with stores" can increase readers' attention to bookstores and promote reading. "However, Sanshi believes that the core value of physical bookstores to expand online is the mutual" drainage "between online and offline. The two are separated.

　　Li Lu, the brand director of the Construction Investment Bureau, said that online cultural business is not a temporary means to remedy the offline, it can also be done enough and professional enough, "The important thing is that the online and offline linkage, when the offline business is blocked, You can make money online independently. "

　　People will regard the bookstore as a cultural landmark or spiritual home of a city, which is true. But for operators, opening a bookstore can't just rely on feelings.

　　"The book commodities and some cultural and creative products of many physical bookstores in China are sold on credit, and the inventory pressure is generally not very large. Bookstores that cannot survive in three months are very vulnerable." Sanshi said that physical bookstores have to solve their dilemmas. First, we must examine our own internal operational capabilities. (Finish)