After the business was in the previous book, the Sisifu Bookstore, which lost the aroma of the book,

Edit | Yu Bin

Produced | Chaoqi.com "Yu See Column"

To say which industry in the market will be discussed and sighed, it is the physical bookstore. After the cultural carrier from a single paper to audio, video, and even the technology of cross -media transmission, it can be touched more artistic feelings.

"Selling books can not live" has become the industry consensus in recent years. Therefore, in order to survive in the market, physical bookstores have moved from a single retail format to a diversified cultural complex, let alone "literary youth" Consumption scene.

Sisifu is a private chain bookstore brand. It currently has more than 300 chain stores covering more than 80 cities across the country. It is involved in the retail of book retail, book customization, coffee drinks, cultural and creative products. In the losing tide of independent bookstores, Sisyver lives well.

Sisyver, who lives well, has been successful on the road of commercialization, but gradually deviates from his original intention of "promoting public boutique reading and committed to participating in the local spiritual life".

The format has expanded, but the books have decreased

Sicifer Bookstore, in terms of design style, is different from traditional bookstores. Its decoration has beautiful arc windows, warm lights, and exquisite decorations. These have provided young people with social psychological needs for taking pictures and punching. For lover, Sicis, as a bookstore, is the biggest problem in the book itself.

Sicis bookstore, located in the prosperous business districts of major cities, sells cultural and creative souvenirs of all ages, children's favorite Ultraman, Barbie, puzzle toys, young people like young people, all kinds of IP blinds nowadays Box, "one -one -one -consumption" vector coffee shop ...

Compared with the bookstore, Sisifu is more like a comprehensive "luxury version of grocery stores". A large number of boutique playters have made the books in the store a foil and background board for punching in check -in. When Sisyver implemented the breath of the net red grocery store, the "book roll gas" disappeared.

Sicis was founded in 1993. When operating in 2007, Sisyver's goal became chasing ping effects.

Sicifer Bookstore has only about 10,000 SKUs. This number looks like an astronomical number in other retail industries, but in terms of extremely decentralized book markets, this number is a bit small -Sicis's selection is a sharp -scale selection of crickets. Only the best -selling pointed.

In Sisifer, selling books is like selling milk in supermarkets. It is a market guiding bookstore shops and display. And how did the original book sales in the market come from? Relying on the supply capacity of the supplier's channels and the marketing methods of publishing houses. The low -key good book will be removed soon, and even there is no chance to play at all.

Bookstore clerks should be a sense of affection in the impression, but in fact, the clerk is just a cold tally custody in Sisifu Bookstore. He has no power to get a conspicuous position that he is righteous. Therefore, young people who love reading and travel with good books, if they choose to go to work in Sisier Bookstore, I am afraid they will be disappointed.

In terms of selection of books, this Sisyver relies 100 % of big data. What is the best -selling selling, the best -selling book is always the most conspicuous position. what does that mean? Readers walked into the Sister Bookstore and opened Dangdang.com, JD Books, and displayed books according to the sales volume. What they saw was exactly the same.

Regardless of the layout of the bookstore area or from the selection of books, we will find that Sicifer is not a bookstore specially created for Wenqing or reading enthusiasts. The book selected by Sisifrade made the fast -food literature that the young people dismissed, and books such as chicken soup, successful inspirational, and ancient style romance occupied most of the positions of Sicifer's bookstore.

In the public comments, hundreds of evaluations of the Sister Bookstores in various cities can easily find some dissatisfaction with books for books.

It is not difficult to find that in actual operations, Sister Bookstore has been drifting away with the propaganda concept of "promoting popular boutique reading" that has been advertised for many years. As one of the few large -scale chain bookstores currently, Sisifer Bookstore should be a cultural space that can provide a complete reading product, reading service and cultural experience to the public, so that the public can experience the unique "unexpected encounter and encounter in the physical bookstore. "sense.

If you want to do well in this area, the professionalism of the Sister Bookstore itself must be further improved, such as the professional ability of the clerk, the understanding of the book, etc. At the same time, it is necessary to integrate new cultural platforms and diverse cultural carriers, such as through various books and non -books, reading and non -reading forms, to serve readers' cultural learning.

Put up the responsibility of public culture spread

On the menu of the Sisifer vector coffee shop, the price of a cup of ordinary latte is 37 to 40 yuan, and it is installed in a disposable takeaway cup; if you order 38 yuan of tea, you will get a one -time tea bag, Dry and hot water are brewed into drinks. Consumption must be consumed, and all customers can bring two books into the cafe.

I believe that no one will come here for drinking coffee, because the Sicis Bookstore in the business district is the most important but most indispensable is coffee. Consumers who arrive at the store mainly consume a "reading time and space", spend 40 yuan, buy a comfortable and warm and quiet afternoon in the afternoon. Compared to those competitors who are looking for boutique coffee beans or trying to develop iconic new products, the cafe in the bookstore is more like a self -study room for sale time and space.

The impact of e -commerce on physical bookstores is a common topic. The new problem is that consumers can clearly open their mobile phones to buy the same books at a lower price. Why are they willing to spend money to buy books in the bookstore? The core value of vector coffee, if it can be transformed into a "learning field" for consumers, may be a good breakthrough.

The Sister Bookstore can maintain the existing books, cultural and creative, and coffee business to create a new business of "learning payment". During the business hours, it provides consumers with a diverse and charged learning scenario. This specific consumption activity is closely related to the physical bookstore, so as to obtain a certain scale increase.

The paid self -study room that has emerged in various places in the past two years is a charging learning scene. However, the self -study room is more rigorous at the learning level, while the vector cafe can take a more relaxed atmosphere to target more wide people.

The net red wind is new every day, and there are boring net red winds every day. Even if the physical bookstore has invested more in decoration design, it may not be able to gain long -term attention. To open a bookstore, you still have to build an emotional connection with consumers in order to go steadily.

After the lively of the multi -format, it is still necessary to rely on "service" to fight for readers. It's like falling in love with readers. It should not pursue an instantaneity, but let readers fall in love with this bookstore and rely on this bookstore. Only with stickiness can it continue to develop. In the pursuit of "Internet Red Bookstore", in the scene with cultural life, there are still many space for Sicifer Bookstore.

During the four or five years when the physical bookstore was crushed by e -commerce, the physical store form of the shopping center began to expand. Dozens of new shopping malls are opened every year in first -tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen.

In order to attract people, these shopping malls once loved the catering industry at the time of investment promotion. After saturation, the bookstore became the VIP on their investment list. As long as the bookstore is willing to settle in, the shopping mall is willing to reduce the rent, subsidize decoration subsidies, and even "can talk about everything."

Sisifer saves a large amount of store rental costs, while each Sister bookstore, bookstore operations are generally only 5-6 people, only two people in vector cafe, and the cost of manpower is far lower than other industries-Sicifer The salary of the bookstore is still famous.

It is no wonder that Sisher can survive without relying on financing in ten years.

Picture Source: Sicifer public account

In addition, it also benefits from the country's policies and support. As early as 2016, the "Guiding Opinions on Supporting the Development of physical Bookstores" jointly issued by the 11 departments clearly stated: "Encourage physical bookstores to actively participate in public cultural services", "incorporate the construction of physical bookstores into the national economic and social development plan", "newly built in cities and towns in cities and towns" In the community business and comprehensive service facilities, we will reserve operating venues for physical bookstores. "

Why can the development of physical bookstores affect the public's heart?

Because compared with other business forms, physical bookstores can lead reading and spreading culture. The core value of bookstores should be the value of information interaction and knowledge spread, so it has strong public cultural service attributes.

It is hoped that the Sicifer Bookstore will not be limited to the role of pure retailers. I hope that more cultural characters can be taken, such as cultural product producers and cultural service providers, to provide readers with a diversified and conformity of cultural services in line with readers.

The text is on the paper, there is life. The moment we read the paper, the crystallization of the wisdom, the ancient souls were among them, and we were talking to them in a field. It was they helped us understand the world.

This is the reason why people who love books and loves bookstores, and it is the original intention of Sisi to be a bookstore ten years ago.

Conclusion

Although the fate of physical bookstores is still unknown, some good changes are happening. In fact, many readers also have the habit of reading paper books. The physical bookstore still has the market. It only needs to pay more attention to the essence of "book". Do not go upside down, blindly pursue the identity of "net red" and multi -business formats.

The bookstore is first of all a business, but it is not just a business, guarding the bookstore, but also the dignity of guarding the ancient cultural heritage, guarding the freedom of mind, and guarding people's desire for unknown and longing for beauty. If Sisifer Bookstore can use the bridge to spread the attributes of public cultural attributes, form an ecosystem that meets the rich needs of the citizens, and assume the social responsibility as an enterprise, it may be even more respectable.

Because of this, Sicisy, as a member of the physical bookstore, can find his own way of survival under the impact of e -commerce, e -books, and audio books, and it is even a good future for readers who love books and the industry.

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