Qintai | (3) "Explosion" short video e -commerce companies increased by 60% against the trend

In the past six months, what kind of "transcript" has the domestic book retail market surrendered? What are the characteristics worth noting?

In mid -July, at the fifth "Reading X Forum" held in Beijing, Beijing Kaijin Information Technology Co., Ltd. released the "Book Retail Market Report in the First Half of 2022" (hereinafter referred to as the "Report"). Data show that in the first half of 2022, short video e -commerce in the book retail market increased against the trend, an increase of 60%year -on -year. Dong Yuhui's skill in selling books in New Oriental Live is becoming a reality in data.

Citizens who are buying books in Zhongshuge

The "Report" shows that in the first half of 2022, the book retail market still showed negative growth, a year -on -year decrease of 13.8%. If compared with the same period in 2019, the retail market has emerged with a negative growth of 12.8%and has not returned to the level before the epidemic. As an emerging e -commerce company, short video e -commerce has gathered more and more users' attention, and the penetration of the e -commerce market has continued to improve, and the growth rate is relatively fast.

In addition, the size of the online channels in the book retail market in 2021 accounted for nearly 80%. In order to better analyze and observe the situation of online store channels, the online store channels were split into the opening of the volume and divided into platform e -commerce, short video e -commerce, vertical and other e -commerce companies. The sales of the top 10 books in short video e -commerce are higher than the sales of platform e -commerce and vertical and other e -commerce. In general, short video e -commerce is mainly based on short videos or live broadcast recommendations. The sales of head books are more prominent, but the number of head anchors, live broadcast duration, and the length of user viewing will affect the exposure of a book.

The biggest attraction of short video platforms to readers is still price. Short video e -commerce discounts are as low as 3.8 %, which is lower than the platform e -commerce (5.4 % off) and the level of discounts of vertical and other e -commerce (7.9 % off). The discount of physical stores is 9.0 % off. Industry experts said that in general, discount promotion is a type of marketing method, which can quickly gather traffic in the short term; but in the long run, whether an industry can develop healthily in the long run, it still requires all links in the chain to be "favorable". Can. Long -term low prices are not a competitive strategy. Blindly discount competition does not bring benign development.

Publishing houses who are broadcasting live

From the perspective of users, the "Report" shows that there are differences in the category structure between different channels, reflecting the differentiation of the user population between the platform; the new books in the short video channels are outstanding, and the continuous sales of "old books" in traditional e -commerce are more obvious. On the whole, in the online store subdivision channels, short video e -commerce has a clear "explosive model" model characteristics. There are few main marketing varieties and relatively concentrated door categories. Traditional platform e -commerce and vertical and other e -products are huge , Cover more categories. Among them, Jilin Literature and History Publishing House's "Children, Reading for yourself", the "Special Training for Mathematics for Young Connection" by Northeast Normal University Press, Tomorrow Publishing House "Touring in China", Jiangsu Children's Publishing House " "Bronze Sunflower" has become a book e -commerce, short video e -commerce, vertical and other, and the highest sales of children in physical stores.

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

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