Internet celebrity bookstores have closed their stores one after another: physical bookstores cannot be saved by "face value" alone

　　The closing of Internet celebrity bookstores one after another is a vivid "marketing lesson"

　　Sun Weiguo

　　Recently, Yanji, the Internet celebrity bookstore, has received attention again because of its deep involvement in the closure of the store.

After closing some stores in Beijing, Chengdu, and Xi'an, Yanji closed several stores in Shenzhen and Guangzhou.

The words in the strategic adjustment may have realized that physical bookstores cannot be saved by “face value” alone. Internet celebrity bookstores must not just stay at the stage of attracting consumers to take photos and “check in”, but also truly find sustainable profitability. model.

　　The continuous profitability of physical bookstores requires the government to encourage and support the development of physical bookstores, as well as the strong support of all sectors of society. It also requires physical bookstores to be self-reliant, innovate their business models boldly, and find new development paths.

　　Physical bookstores have broken the traditional way of selling books and turned into complex spaces with education, exhibition, and leisure functions, thus attracting more people to patronize bookstores and buy books.

　　The large-scale closing of bookstores is a vivid "marketing lesson".

Closing a store is a market behavior, and it once again proves that to build a physical bookstore as a "cultural landmark" requires the strong support of the whole society, and it also requires the bookstore to innovate in all aspects such as business model, service method, reading experience, etc., so that the physical bookstore Incorporating richer and diversified cultural elements and exploring sustainable profit models can the physical bookstore get out of the predicament.