Why didn't contemporary young people "fight"?

Text | Mantis Observation

Author | Chen Xiaojiang

"Start setting a FLAG for yourself today, put down your mobile phone, and use reading to replace short videos."

On September 15th, the netizen@9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 ”has made a“ new goal ”.

In this notes entitled "Thank you Duoduo Reading Month, I bought 21 books for 300 yuan", "Eunni who worked hard to move bricks" took 7 screenshots of orders: most books were around 10 yuan, the cheapest 7.9 7.9 Yuan is "Wandering Earth", which is purchased from the flagship store of the Railway Books; the most expensive 24.9 yuan, three books, "Social Psychology (11th Edition)" and the new classic of the official flagship store of Renmin Post and Telecommunications Publishing House. "Brother" in the official flagship store, and "Long Rather" from the official flagship store of the ideal country.

Almost all of these books come from various official flagship stores. In addition to the above, there are also high -quality book brands such as readers, CITIC Publishing House, Commercial Press, Boji Tianjuan and other official flagship stores of mainstream publishing houses.

There are many similar notes on small red books. For example, "Buy a total of 12 books, spend about 180 yuan", "spend 212 yuan, bought 16 books", "spend more than 260 buy 22 books" and so on. No wonder some people say that young people are not "rolled" now, they have changed "fight"!

Collective script

Some people are "determined", and some are pulling people, or "ask for pulling."

Open the netizen@打 打 BOT's notes on August 23 "Duoduo Reading Month Start at 00:00 tonight", the style of painting is like this.

"Long Rather", one worse

"Living for Living", is anyone coming?

Is there a group? Ask for pulling

... ...

The notes are very lively, and there are more than 300 messages, all waiting for the fourth quarter of the morning reading monthly activities. Some of them are Meng'er's "old driver" and directly report to the name "group". Some are "Xiaobai" and are busy "asking the road." In short, I want to "fight". Even if I bought it last season, I have to fight. Because -buy it just to watch.

In fact, since the first launch of the "Duoduo Reading Month" large -scale knowledge inclusive operation in April 2021, from the social media such as Xiaohongshu, Weibo to Baidu Tieba, Douban Group, etc. tide". The reading group of 620,000 Douban has been set up as a "high -rise building high -rise building", and Douban's "Pinduoduo Celebrates Special Building" has reached "256 pages".

▲ From left to right are Weibo, Douban, and Baidu Tieba netizens to compete for book scenes

Not only are netizens "very hard", the publishing house is also very "love". It has read more than four consecutive seasons. Every time there are new large publishing houses joined the "Book of Commemoration of Books". In the fourth season, there are many mainstream publishing houses and high -quality book brands participating in the event.

The official flagship store that started operating in mid -August was the first time to participate in the "Duoduo Reading Month" event. Essence

The "Long Rather" produced by the ideal country sells 4000+ in the store, becoming one of the "10 most popular readers in the reader" in the season. Books such as "Moses on the Plain" and "Winter Swimming" in the store also sell for 1000+.

▲ The 10 most popular books in the fourth season of "Duoduo Reading Month" event

During the four -season reading month, among hundreds of publishing houses and book brands participating in, there are both people's literature publishing houses, business printing libraries, Shanghai Century Publishing Group, CITIC Publishing House, Writers Press, Chunfeng Literature and Art Publishing House , Translation of Linlin Publishing House, Chongqing Publishing Group and other domestic mainstream publishing houses, there are also high -quality book brands such as ideal countries, new classics, fruit wheat, Boji Tianjie, Houlang, Zhanlu, and readers.

Due to the large number of genuine books, netizens not only fight hard, but also start the stocking model. According to the end of the event, 36.2%of consumers purchased the number of books purchased in the fourth quarter -more than five books.

It can be seen from the high repurchase rate of major stores, and there are many returns. Stores such as People's Literature Publishing House, CITIC Publishing House, and Readers not only have 10W+, but also have broken over 10,000.

In addition to consumers and publishing houses, the Pinduoduo platform is also "very hard". In the fourth quarter, the monthly support for many books is still increasing -based on the official subsidy of 5 million genuine classic books in the third quarter, it has increased by 1 million. book.

Consumers, publishing houses, and platform triple waves are superimposed, and they have made a new climax of the "collective book" of the whole people.

Planting

The formation of the popularity of the whole people is inseparable from the national background of promoting the "reading of the whole people". By 2022, the "Reading of the People" has been written into a government work report nine consecutive times. The focus of this year is how to "advocate" to "in -depth advancement".

It must be acknowledged that in the current development of the Internet, all kinds of information rushed towards everyone like tide, and the deep "book reading" has changed from the previous "option" to "optional". Although the importance of "book reading" is well known, the temptation brought by the "tentacles" of various types of information on the Internet is also difficult to resist.

One of the keys to "deep advancement" is to make good books "reach". This is like making the land not long, the best way is to plant crops on the land -when the cheap and exquisite genuine books can be easily obtained, the beauty, reading comfort, and knowledge obtained by it can be easily obtained. It is also irresistible.

"Although I have always supported the original price of book prices, we must consider the actual consumption power of users." The Shanghai Writers and Writers stated that "a lot of reading month" is a subsidy for reading real reading. Pinduoduo is to take out money to subsidize users and publishers, so that the genuine good book can be passed on to more people in a cheap way. This is a beneficial attempt. This is another reason why "Duoduo Reading Month" forms a tide of scripture in the whole people. It uses platform subsidies to invest hundreds of millions of dollars in the two years of "Duoduo Reading Month", which makes the upstream producer and the producer and the upstream producer and The downstream consumers "double benefits".

Because Pinduoduo touched nearly 900 million consumers, there was also Luo Xin, the author of "Long Yu" author, said that "through the platform, it can reach the current quality of the current quality, large scale, and well educated readers."

This statement is not vivid. Due to the hot sales, the "Long Rather" during the fourth quarter of the event was sold off the goods, and an emergency printing was also carried out.

The reason for the reason, the relevant person in charge of the Business Press believes that Pinduoduo Popes to buy gameplay and encourage users to participate in product promotion, and merchants will make the saved promotion cost for consumers. Flow and exposure to form an effective cycle. The official flagship store of the "Knowing" Business Press, the monthly sales volume of reading this season also entered the top ten.

In fact, this approach of Pinduoduo has also won the approval of Liu Xiaochun, Executive Director of the Internet of Science and Law Research Center of the Chinese Academy of Social Sciences. Liu Xiaochun said that price subsidies and traffic support are the change of genuine book production and circulation models, supporting genuine development development Effective way.

It can be imagined that when the scale of the genuine book industry is getting larger and larger, when the genuine book is "available everywhere", the knowledge is naturally water.

Harvest together

Purchase+subsidy model has injected continuous living water into "Duoduo Reading Month". Now many consumers have regarded "Duoduo Reading Month" as a festival -wishing (Flag), spend less money, buy more good books, give yourself a gift, and improve yourself with reading.

Publishing houses, book brands, etc., have harvested a large number of orders and loyal fans through the big IP of Pinduoduo platform and "Duoduo Reading Month". As of press time, mainstream publishing houses such as People's Literature Publishing House, Commercial Press, Shanghai Century Publishing, People's Post and Telecommunications Publish Many official flags quickly accumulated tens of thousands or even hundreds of thousands of loyal fans.

According to the relevant person in charge of the official flagship store of Shanghai Century Publishing, after the "Duoduo Reading Month" activity was launched in April 2021, the number of store visitors and buyers increased significantly -the number of shop payments increased sharply to nearly a thousand per day People, the sales amount increased by more than 1000%compared to the previous activity.

The century -old business printing library is the first modern publishing institution in China. It officially settled in the Pinduoduo platform in June 2021 to open an official flagship store, and it also gained a lot. In the fourth season of many reading month, more high -quality classic books have also been launched in the joint activities of the Business Press, such as "Independent Thinking: Critical Thinking in Daily Life", "Street Corner Society: a Social Structure of an Italian slum" It is popular with many fans, and its shop's "Research on Ancient Chinese Clothing" is sold out quickly, which is very popular.

It can be seen that after hugging the new e -commerce, the old publishing houses are giving great new vitality and in this way to sprinkle more knowledge seeds and wider places.

In addition, some of the books that were not expected to be unexpectedly responded in the reading month. According to the person in charge of the Duoduo Reading Month, the quality of the content of the book "Xiao Island Economics" and the psychological book "The Effect of the Gas Light" are very good, but it was not a typical best -selling book before. Very good, so that the inventory is repeatedly scheduled.

The social+e -commerce model, the IP influence of "Duoduo Reading Month", and the special "capabilities" brought about, also attracted more and more publishing houses, book companies, and channel merchants The more readers buy classic books such as literary novels and social science philosophy in Pinduoduo.

It is foreseeable that these "patching" stories scattered on the Internet are through the new e -commerce platform to open up the industry upstream and downstream, and work together to "open fight", just to fight a beautiful new world of "national harvest" -good book More cheap, more pleasing to the people, and more inclusive knowledge.

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