Qintai | (2) Our biggest consideration is the cultural inheritance value of the book

Beginning in 2020, "live broadcast and cargo" has become a hot word that is not allowed, especially the publishing industry. Live broadcast has gradually become a way to get new knowledge for readers. Can live broadcasts become a stable incremental channel for publishing agencies? Edit has a real value for selling books and writing books? What is the essence of live and cargo? With the above questions, the reporter interviewed Huang Lixin, president of Sichuan People's Publishing House. In the past two years, Sichuan People's Publishing House has created a matrix -type integration publishing brand "No. 3 Yanyao Street College". By digging high -quality IP, a variety of publishing forms such as audio books, live broadcast classrooms, and knowledge service platforms are launched to let the book jump out of paper, and the book jumps out of the paper. Bring more intuitive and diverse feelings to readers, and inject new vitality into traditional publishing. From President Huang's mouth, we may truly locate the value of the live broadcast to the publishing industry.

Reporter: It is not new to walk into the live broadcast room, but in recent times, with the new Oriental Dong Yuhui, the sales of books in the live broadcast room have increased, becoming a hot spot, and you think the live broadcast of goods, especially the head anchor, will become published. Increased channels of institutions?

Huang Lixin: Live and cargo will become an incremental channel for publishing agencies. At present, the book sales method is generally very traditional, and emerging communication methods need to be used to stimulate. In the fast -paced society, people like relaxed, simple, and direct ways, and are very popular for emerging business models such as videos and live broadcasts. Live and cargo can promote the new integration between traditional books and emerging media, help publishers to effectively revitalize book resources, expand service models, enhance readers' stickiness, and enhance product competitiveness. It is an effective integration of social supply chain.

Books and live broadcasts are a useful sales supplement for publishing houses, so we are willing to try. However, the live broadcast of the book is only possible to produce explosive sales at the specific time period of the live broadcast, and the spillover effect is not obvious. At present, it does not shake the inherent sales channels of the book. Other emerging sales channels, such as community marketing, are also the focus of our efforts at the same time.

Reporter: Recently, the Sichuan People's Publishing Society has made live broadcasts of many outstanding books such as the "Malaysia Tu West Oracle Note" and other outstanding books. When choosing these books for a live broadcast, what are the more considerations?

Huang Lixin: Sichuan People's Publishing House has published a large number of boutique books on theme publishing and humanities and social sciences in recent years. Among them, the "Note of the Oracle of the Southwest of the Malaysia" is an excellent book with a very market recognition and representative book we made.

This book is the first oracle essay written by Mr. Ma Shitu, who is now 108. Oracle is the source of Chinese civilization, the password and root of Chinese civilization. Ma Lao remembered that the master's study experience of ancient texts such as Luo Changpei, Tang Lan, Wen Yiduo, Wang Li, and Chen Mengjia, more than 80 years ago, "salvaged", and used literature in the intention to use literature in the creation. The technique of popularizing Oracle to the public has important historical value and cultural inheritance value. At the same time, this book is also an inspirational book that creates a miracle of world life, which is of great practical significance for enhancing the self -confidence of Chinese culture and promoting the excellent traditional Chinese culture.

There are two aspects of our considerations: 1. Whether the choice of books can represent the brand image of our agency, whether there is the possibility of improving our own image, and whether it can quickly expand social influence. In the publishing industry, excellent books are the image representatives of a publishing house and the embodiment of a publishing house brand image. Excellent books not only have their own unique irreplaceable book value, but also have cultural inheritance value. The live broadcast room is an opportunity for a publishing house to establish its own image. It is also a window that can communicate directly with readers. At the same time, there are dual functions that display the brand image of the publishing house and enhance the brand image. 2. Whether the sales conversion rate can be achieved. It is necessary to break the sales model of dependence on offline stores or online bookstores, and use live broadcast to bring a new possibility and counterattack opportunity to book sales.

Reporter: Seeing live broadcast as media products. What are the solutions to the problem of books on the book?

Huang Lixin: On the one hand, it is the choice of the anchor of the live broadcast. The anchor usually plays the role of "opinion leader" with a certain reputation and trust. "Fan" consumers, under the guidance of anchors, or the impulse of group effects, transferred their aesthetic personality, consumption habits and decision -making significance to become one -way consumers. The content of the book is very different. How to introduce coloring is a great test for the live broadcast. It is especially important to choose the right anchor. At present, there are relatively many live broadcasts of the publishing houses to choose a celebrity effect. Relying on the anchor's own traffic, the influence is greater, and the sales of book sales are easy.

On the other hand, the biggest difficulty is price control and sales conversion. If the live broadcast is too low, it exceeds the cost base price of the publishing house. At this time, consumers are highly sensitive to the price of book products, but they are not sensitive to knowledge. For publishers, the difficulty of grasping prices and sales conversion rates is relatively large.

Reporter: Except for the top flow with the goods, in terms of actual operation, many publishers have chosen to edit live broadcast. What does this significance be? Because the live broadcast effect of many publishers is actually not good, it will increase the burden on everyone. Edit Live broadcasting a real value for selling books and writing books itself?

Huang Lixin: Except for the top flow with the goods, in terms of actual operation, many publishers have chosen to edit live broadcast. I think this is a positive attempt, a two -way interaction beneficial exploration. The editor is the most familiar to the content of the book. It is the depth participants and personal calendar published by books. A book condenses the effort of the editor, and the editor's feelings for the book are the deepest. If in the live broadcast course, editing focuses on introducing skills, it is easier to enhance readers' sense of trust, increase the sales conversion rate of books, and increase the social influence of books. Editing live broadcast will increase the burden of editing to a certain extent. This time management and efficiency conversion are both tests and exercise for editors. Editing may have a deeper understanding of the readers at close range. For example, to further understand the advantages and deficiencies of book products, optimize books after the editor, or plan new book topics to have a corresponding role in promoting. Reporter: What do you think is the essence of book live broadcast?

Huang Lixin: In addition to both cultural attributes, books are originally a commodity. The essence of commodity trading is to chase profits. The essence of the book live is to sell books, so it is a marketing behavior. Through the social model of the network media, it increases the viscosity of readers and enhances the trust of readers. At the same time, it focuses on the differentiated competition of live broadcasts and achieves the conversion rate of books. However, it is not necessary to ignore that there is also a value that other products do not have, that is, the value of cultural inheritance, which has a significant and far -reaching impact on the society.

Chengdu Daily Jinguan Journalist Chen Yiru Editor He Qixie Editor Liu Yonghao Photo according to Xinhua News Agency

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