At the beginning of the new year, Beijing Kaiju Information Technology Co., Ltd. released the 2021 book retail market data interpretation report.
Themed publishing pushes up the growth rate of brick-and-mortar bookstores
In 2021, the book retail market will increase by 1.65% year-on-year and has not yet recovered to the pre-epidemic level.
The growth rate of the online store channel has slowed down significantly, with a year-on-year increase of 1%, and the scale of Mayang is 77.48 billion yuan; the physical store channel, driven by themed publishing books, has increased by 4.09% year-on-year, and the scale of Mayang is 21.2 billion yuan.
From the perspective of market segments, except for social sciences and life and leisure, the proportion of other categories in the book retail market decreased year-on-year.
Driven by books related to party history, the academic and cultural category increased by more than 20% year-on-year.
The good news is that the literature market resumed positive growth, up 4.6% year-on-year, mainly due to the new works of famous artists and online paper books.
The number of head books with sales of more than 1 million has been increased from one to three.
In recent years, online paper books have performed outstandingly. Among the top 100 sales of fictional books, online paper books occupy 31 seats; in the top 100 sales of new fictional books, online paper books occupy 63 seats.
In 2021, although children's books will still be the category with the largest proportion of Codeyang, it will drop slightly by 0.1% year-on-year.
With the help of short video e-commerce, Children's Popular Science Encyclopedia has surpassed children's literature and has become the largest sub-category for children.
Classic books occupy the commanding heights of the head
In 2021, the top 1% of book varieties by sales will contribute nearly 60% of the book retail market. Comic knowledge, online paper books and classic series of books are the mainstream hot spots.
Among the top 100 non-fiction sales, "Mr. Toad Goes to a Psychiatrist" ranks first, the "Three-Body Problem" trilogy sits firmly in the top 3, Yu Hua's new work "Wencheng" ranks 10th, and Zhang Jiajia's new work "Paradise Tour" ranked 11th, indicating that the top books are still occupied by classic books and student recommended readings.
6 of the top 100 are new books to be released in 2021. In addition to the "Half-Hour Comics" series and the new series of "If History were a Group of Mews", there are also Yang Tianzhen's "Take Yourself Seriously" and Li Meijin's "Psychology". Raising", "Liu Qing's Lectures on Western Modern Thought" from the "Get" APP, and the theme publishing category "At the Turn of the Xiajiang: Notes on Chen Xingjia's Life".
The top 100 children's sales are dominated by classic children's books and series, "Bronze Sunflower (New Edition)", "Xiaodoudou by the Window (2018 Edition)" and "Mi Xiaoquan Brain Teasers - Smart Prodigy" ranked in the top 3 .
Children's Popular Science Encyclopedia mainly focuses on human science and natural science such as history, country, geography, physics, animals, etc.
China Publishing Group, People's Publishing House and New Classic Culture Co., Ltd. are the top publishers in terms of sales at the level of publishing groups, publishing houses and publishing companies, and they are the publishers with the most market influence in 2021.
Book sales channels are more diverse
Judging from the open-book monitoring data, in 2021, traditional channels will still be the main position for book sales. Whether it is physical stores, platform e-commerce, self-operated and other e-commerce, the variety scale will be more than 1 million, and the scale of short video e-commerce will be 30,000. variety.
Book sales channels are diversified, and book sales are multi-channel, and the links between upstream units and downstream readers are also more diverse and short.
The proportion of online channels is still close to 80%, and the short video head anchors bring goods live, making online sales one step closer to the unique experience of physical stores.
The book retail market has always been a low-concentration market, with fierce competition among publishing units in different channels. Large publishing houses have a stable overall portfolio, and small publishing houses have emerged through new channels.
According to CNNIC, by the end of 2020, the number of short video users reached 870 million.
In 2021, through short video e-commerce, some old books will welcome a small sales peak; some new books will continue to sell or detonate through short videos, and the sales will be transferred to the platform, self-operated and other e-commerce, making publishers begin to take this book marketing seriously. channel.
However, it must be seen that the short video e-commerce platform that starts with the lowest price on the entire network has the lowest discount, which will bring great harm to the content production of the publishing unit.