Qintai | (1) Books enter the new machine and change of the live broadcast room

On the morning of June 9th, the anchor Dong Yuhui sold books and agricultural products in the New Oriental Live Room as usual. The difference is that his description has poetry and songs, celestial planets, Dajiang Dahe, three meals and four seasons. Thousands of people stayed in the live room, "like a dream", Dong Yuhui said. But he also believed that what people stayed was a love of knowledge, and the popularity was a gift for us by books.

In the past month, Dong Yuhui's live broadcast and bringing goods have become a social hotspot, especially his export of chapters and tens of thousands of books, which has attracted widespread attention from the book industry and the cultural circle. "The birth of streams" has a deeper impact on the book industry.

The book industry and the live broadcast room, one is a traditional and peaceful industry, and the other is the latest and most intense track. When the book enters the live broadcast room, the content and traffic collision collide and run in. How can various advantageous resources coexist and win -win? What are the valuable inspirations of Dong Yuhui's live broadcast and popularity? In the future, how does the live broadcast book mode continue and break through? Zhao Yushan, deputy dean of the Publishing Science Research Institute of Beijing Normal University, believes that the stories that happened after the book enters the live room, reminding the book industry to need more wisdom and ability, distinguish what is adherence and innovation, and distinguish between the development of the times. The change and unchanged.

Dong Yuhui, who is broadcasting live

What is the greater significance of Dong Yuhui's popularity?

The book suddenly became hot in the New Oriental Live Room. According to data, this live broadcast room with unknown and less fans, in just one month, fans skyrocketed 20 million and sold 2.66 million single books. The anchors represented by Dong Yuhui reached a top 100 hot search. Selling, printed, and insured inventory has become the norm in the live broadcast room.

On a track of Internet celebrities, Dong Yuhui became a well -deserved "top -selling book on the top of the live book." Liu Ge, a senior researcher at Renmin University of China Chongyang Financial Research Institute, believes that its "traffic password" cannot be separated from three points: "feelings"+bilingual+corporate brand endorsement, so that such differentiated live broadcasts have become popular ——

"Su Dongpo is an optimistic person -at the age of 44, he was degraded in Huangzhou. At that time, he was frustrated at that age. I don't think I will have the courage to continue living." In the live broadcast room, Dong Yuhui picked up a Lin Yutang "Su Dongpo Biography, from the experience of being degraded by Huangzhou at the age of 44, talking about his growth experience, talking about the brotherhood of Su Shi and Su Zhe, he moved out his experience of himself and his brother. "I forget to eat at a meal, and he will cook the bowl noodles silently on my side; half of the lecture is out of power, he rushed downstairs to the property to charge ..." "He is a ordinary appearance, a gentle temper People, I am fortunate to have such a younger brother, just like Su Shi is lucky to have Su Zhe, and use his life to protect his brother. "He then talked about Dongpo meat and recited" Dingxi ". The podium Fan Er's heavy London sound, read the English version. For more than 20 minutes, Dong Yuhui and Su Shi, Dong Yuhui and the audience, the audience and Su Shi, the empathy of the emotional vortex, the center of the vortex is like an exit to another world. The story is finished, and 24,000 books have been sold.

Dong Yuhui is in the live broadcast room

In the live broadcast room, Dong Yuhui's most often said: "Director, can I talk about books now?" Dong Yuhui's love for books is real and sensey, explaining the time of other products for up to 10 minutes, explaining books often more than 20 minutes or more for more than 20 minutes. Essence He revealed that all the explanations were played on the spot. "We must know a lot of product information before we were broadcasting. This is professional. But frankly, the book is my comfort zone. I want to talk about the book. I can talk about it for three days at any time. Three nights. "

"A book can be discussed for two hours, but a basket of potatoes cannot be." Zhao Yushan, deputy dean of the Press Science Research Institute of Beijing Normal University, believes that the book can provide more topics and stories to the anchor. Because he has many differences from some of the previous network anchors in terms of selection, words, intentions, etc., "he presented appropriate content on the new stage in the new stage. The yearning for poetic life and return reading. "

Compared with traffic and data, it arouses the cherishment and love of ordinary people's life, the infinite pursuit of knowledge and vision, and the persistence of idealism, perhaps the greater significance of Dong Yuhui.

What did the live broadcast bring to the book industry?

"Cultural people with goods" brought unexpected chemical reactions, and also showed a new trend of book sales -the "resonance" of high -quality book products, excellent anchors, and publishing institutions and live broadcast platforms.

As a highly standardized product, books are the earliest products to enter the era of e -commerce. Amazon, Zhuoyue.com and other ancient Chinese and foreign e -commerce platforms all started by selling books.

In 2016, it was called the "first year of the China Network". Publishing clubs keenly captured this trend and began to live tentatively. In 2020, the emergence of the epidemic caused the "National Live" era, and the publishing industry also actively ran into the field.

Children's book planner who is broadcasting live

Since the beginning of this year, there are no less than a thousand live broadcast activities sponsored by publishing agencies. For example, in March of this year, the People's Literature Publishing House held a live broadcast of "Hello, Humanities Agency -celebrating the 71st anniversary of the establishment of People's Literature Press". Writers, old editors Gathering more than 1 million readers "Yun", feel the warmth and power of literature together. The "Chinese Story of Chinese Story: Several Time" series of live broadcasts, deputy editor -in -chief Zhang Jihai shared the "Twenty -Four History" of the school "Twenty -Four History" online, which was greatly sought after. Is the book entering the live broadcast room, whether to seize the outlet of the live broadcast economy, take the initiative to seek new and change, or because of the forced epidemic? The answer of the publisher is both. So what did the live broadcast bring to the book industry?

Song Qiang, director of the planning department of the People's Literature Publishing House, said that the most obvious gain is that as an old publishing house, to adapt to changes in the times, "bringing goods is the direct goal of our marketing work, but more importantly With the responsibility, we hope to watch the spring with literature. "Peng Yushan, deputy director of the Marketing Department of Zhonghua Book Company, admits that the purpose of the live broadcast is of course hoping to bring the goods immediately, but through the latest means of communication, let Zhonghua Book Company this historic old name go out and get grounded. Let more people know, "The importance of brand sound is greater than a single turnover." Strong, it is very helpful for consumers to understand book content, stimulate reading interests, and generate their willingness to buy. "Wang Yanlong, a professor at the School of Literature and Journalism of Sichuan University, analyzed.

Book editing in the live broadcast

What's more worth mentioning is that the deep significance behind the live broadcast is not just as simple as selling a few books. It is the embodiment of the Internet thinking that must be in the transformation of the publishing house. CITIC Publishing Group is one of the earlier publishing brands that laid out the "live broadcast+" in the publishing industry. The live broadcast room began in 2019. Passing and continuously expand the publishing boundary. "Kong Yan, the brand director of CITIC Publishing Group, said that the good content reached millions or even tens of millions of playback volume. Knowledge has been widely spread, which is the goal that publishers have always pursued. "

How can a good book be seen and read?

In fact, while witnessing the birth of explosive models, the book industry is constantly accumulating experience. The live broadcast process must be lost, and the publisher can see it clearly.

Zhan Weiwei, director of the marketing department of Anhui Children's Publishing House, found that the live broadcast is not easy to find a balance between the balance between the eyeballs and the deep content. And the effect of the live broadcast channel relying on KOL (Opinion Leader), relying on KOL fans' trust in it, the publisher's control of the channel is weak and the right to speak is weak. Song Qiang is more worried about the "discount war" prevailing in online stores, which will disturb the operation of the market.

It is very exciting that in December last year, the National Press and Publication Agency issued the "Development Plan for the" Fourteenth Five -Year Plan "period of the publishing industry", which clearly proposed that "strengthen the supervision and management of the publication price, promote book price legislation, and effectively stop online and the Internet under the Internet. Publication sales vicious 'price war', creating a healthy and orderly market environment. "

Dong Yuhui and colleagues in the live broadcast room

Facing the gradually standardized and improved market environment, Dong Yuhui's popularity brought more valuable inspiration to the industry. Deputy Dean Zhao Yushan of the Normal University Publishing Science Research Institute believes that this provides at least triple value to the book industry: first, in the face of changes, we must make scientific and accurate judgments, bravely embrace new trends, and take decisive measures to follow the audience to make to make the audience and make to make it with the audience Change, dare to be worn out and innovate, and have the courage to "leave the field"; secondly, live broadcasts and goods have become an important way for the service industry in the social media era. The anchor's lectures and paper reading can promote the spread of knowledge. The distinction of readers can accept knowledge communication by choosing readers, and the book industry must have the wisdom of "transfer"; in the end, high -quality content is always scarce resources, spreading knowledge is serious. The book industry must continue to adhere to high quality and stability for a long time The values ​​of content supply must have a firm belief in "waiting field", which will definitely wait for the readers' likes and applause.

Many publishers have also seen the hope and future of the book industry. I hope that more "Dong Yuhui" will speak and sell books, and to conduct in -depth cooperation with the traditional book industry. Create a benign and loose, sustainable environment, so that the author, publisher, sales platform and readers can coexist and win -win. In the view of Lu Jinbo, chairman of Guomai Culture, the public publishing in China is not a teaching materials and auxiliary. It is now a scale of 100 billion yuan. "The most important significance of the New Oriental Live Room will make the industry's broader market high. "

At the end of the live broadcast of nearly 70,000 volumes of "Living", Dong Yuhui said such a sentence: "Such a good book, one more sold out, is my blessing, and the blessing of the publisher."

In the future, no matter how the live -sale book model continues and breakthroughs, this is a valuable attempt. Let more good books be seen and read, and in the hands of readers with more channels, becoming their faithful reading companion. Only in this way can the live broadcast of the book be stable and far away, and the good tomorrow of the book industry will come.

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