When the book enters the live broadcast room

Anchor Dong Yuhui

In the live broadcast room, the anchor Dong Yuhui picked up the "Su Dongpo Biography" written by Lin Yutang. From the experience of being depreciated by Huangzhou at the age of 44, he talked about his own growth experience, and he also talked about Dongpo meat. "On the same day, this book sold 24,000 copies.

In the past month, the "Oriental Selection" of the live broadcast room of New Oriental has suddenly become popular. In addition to agricultural products, books are also important categories sold in the live broadcast room. Some people even called Dong Yuhui's popularity as "the birth of a book with the top of the goods." In the past three years, online activities and live broadcasts have become important measures for the impact of the book publishing industry to respond to the impact of the epidemic. Whether it is publishing institutions or physical bookstores, they are actively developing the cultural "line" field from the cultural scene.

The book industry and the live broadcast room, one is an ancient and quiet industry, and the other is the latest and most lively platform. If the media also have chromatography, they correspond to the two poles of cold and heat. When the book walks into the live room, the content and traffic collision collide into it, projecting the multi -dimensional landscape.

Open the "Online Mode"

In 2020, for many people, it is still difficult for proficiency to operate online conference software. Now, whether it is a student or a scholar, they have learned to open the "online mode". Debugging the camera and microphone. Many people have become accustomed to "" "Say to the screen."

Looking at the online live broadcasts hosted by the publishing agency only in June this year, there are no less than a hundred games. From June 1st, the Shanghai Library has held a number of theme activities of poetry; on June 21, Zhang Jihai, deputy editor -in -chief of the Chinese Book Company, shared the story of the "Twenty -Four History" and the "Draft of the Qing History"; In the past week, the People's Literature Publishing House has launched an online literature lecture on average two or three days on average. In the model of the goods, on June 12, 2020, in the "Beijing Book Market · Bookstore Night" series of live broadcast activities, nearly 100 bookstores live broadcast in Beijing at the same time, which is the first time that many physical bookstores have embarked on the "live broadcast".

Many people are puzzled. Is the traditional book industry entering the live room, is it actively seeking new and changing, or is it passively cope with the impact of the epidemic? "I don't know much about the impact of the epidemic on the publishing house? Because we can still buy books online like before." In the interview, a live broadcast platform staff issued such questions.

According to the data on the opening of the volume, in the first quarter of 2022, the retail market of the book again turned to negative growth, with a year-on-year growth rate of -13.28%. From the perspective of different channels, the two channels of online stores and physical stores are unfavorable. For the first time, online store channels have increased negative growth, a year -on -year decrease of 8.34%; physical store channels have decreased by 29.7%year -on -year, almost back to the level of the epidemic period in 2020.

Not long ago, the Academy of Publishing Science of Beijing Normal University released a "questionnaire on the impact of the epidemic on the publishing industry". In the question of "what challenges and opportunities brought by the epidemic", the most answered is "sales decline." The survey results also showed that publishing agencies were affected in terms of topic selection work, manuscripts, print replication, and logistics distribution. Among them, 47.96%of the editors believe that "the relationship with the author is affected, and the topic selection is significantly reduced." 68.78%believe that "the logistics is affected, the library cannot be shipped normally", and 56.11%of people believe Decreased force. "

In response to the impact of the epidemic, the book industry opened the "live broadcast mode", but it is still in the exploration stage. Zhao Yushan, dean of the Press of Beijing Normal University Press, analyzed that at present, the live broadcast activities organized by publishing institutions are mainly divided into two categories: online lectures are mainly public welfare and academic properties, focusing on the social responsibility of publishing houses; and live broadcasts are published as publishing One way of industry marketing, from the perspective of sales ratio, is still a small part.

After the live broadcast, "Book Industry Discussion"

Nowadays, online shopping has become an important way for people. In fact, books are the earliest products to enter the era of e -commerce. Many e -commerce platforms at home and abroad are from book logistics. The reason is actually very simple: the book does not have a shelf life, and it is more convenient for packaging transportation and warehousing and logistics. Despite such a "touch net" experience, the live broadcast of the traditional book industry is not smooth.

Last year, the publishing industry in the live broadcast room experienced a "bitter carnival".

On September 27, 2021, anchor Liu Yuanyuan played a slogan "Revitalizing the Book Industry and Building Prosperity" in Douyin Live. He also said that "500,000 books have been broken to less than 10 yuan, 100,000 copies 1 yuan, and explosive books have exceeded the" Double Eleven 'price ". The slogan of the anchor Liu Yuanyuan's "one yuan selling book" won a lot of attention, but ushered in collective discussions in the publishing industry. After the live broadcast, the voices such as "Do not let Internet e -commerce shaw the book industry" appeared frequently, and Liu Yuanyuan was interviewed by the regulatory department. She also sighed, "I started the live broadcast, and I became the 'sinner' in the book industry."

"In the long run, can the live broadcast of the book industry not be mentioned for the time being, but is it really a healthy prosperity to use the price breaking as the core selling point of sales?" It is undoubtedly drinking thirst. " This live broadcast has triggered a wide range of discussions in the publishing industry. It is generally believed that this kind of cargo model with traffic, gimmicks, and price wars will seriously damage the healthy development of the content industry. After the discussion of this live broadcast, the cooperation between the book industry and the business live broadcast is more cautious. The more appropriate way is to stay in the publishing circle and read the circle, and the desire to reduce the "out of the circle" reduces the risk of misdiagnosis. It is understood that CITIC Publishing House has established its own live room since 2019, and has continued to increase live broadcasts. Not long ago, the Chunghwa Book Company joined the Sports Store's clothing bureau to do a live broadcast of 8 hours. The running in the book industry and the live broadcast room continues.

The chemical effect generated by "cultural people with goods"

On June 10, the "New Oriental anchor" appeared on Weibo hot search. The anchor Dong Yuhui taught English and poetry videos in the live broadcast room. "Cultural people bring goods", netizens joked that the rice in the live broadcast room was "cultural rice". The book industry saw a different online anchor.

When introducing the masterpiece of the writer Chi Zijian, "The Right Bank of the Erguna River", Dong Yuhui did not report any ultra -low prices, nor did he list what awards this book has won, but expresses his feelings straightforward: "After reading this, after reading this After this book, there was a respect and understanding of those lovely people's living habits in the distant places ... I believe everyone has a peach blossom source in their hearts. "The live broadcast platform showed that the" Erguna River "Right shore" sold 50,000 copies on the same day, and People's Literature Publishing House also reposted Dong Yuhui's video on his Weibo. Netizen Chu Shiyang said: "After listening to the interpretation of Teacher Dong Yuhui, I read this book again last night. From the romantic and bland text, I felt the vibrant power and the irreplaceable human wisdom. Even soothe my anxiety. "

Dong Yuhui's explosion brought traffic, and unexpectedly ushered in applause from the book industry.

"A book can be discussed for two hours, but a basket of potatoes cannot be." Zhao Yushan believes that the book can provide more topics and stories to the anchor. In terms of, there are many differences from some of the previous network anchors. "He presented the appropriate content in the new stage in the new stage. He evoked the public's longing for poetic life and returning reading by selling books."

Relevant staff of New Oriental told reporters that every book sold in the live broadcast room has read the team. In addition, New Oriental has always had a reading culture and advocates that each employee reads 15 books each year. It turns out that when people are confused about "how the traffic is a king", the answer points to a simple and simple truth -read it.

Zheng Xiaoyou, a historian and deputy research librarian of the National Library, said: "I think the cultural person who understands the platform brings goods. From the content of the content, it is the essence of the book, and it is also the core competitiveness of other live broadcast celebrities." Zheng Xiaoyou believes that Books are not the same as general products. They are based on content and have strong professionalism. This requires anchor to have certain cultural literacy. Therefore Experts in related fields. But whether it is an editor or an expert, it is obviously not so familiar with the form of live broadcast, and the personality may be introverted, so the main attraction is also inside the circle. "New Oriental has this type of talent reserves: there is a highly educated education + full understanding of the lecture object psychology + focusing on interactive appeal + desire to make a circle."

"Cultural people bring goods" brought unexpected chemical reactions. Many publishers hope to see more "Dong Yuhui" lectures and sell books, and in -depth cooperation with the traditional book industry. Then take the old road of price war and create a benign and loose, sustainable environment, so that the author, publishing side, sales platform and readers can win a win -win situation.

From the perspective of media culture, Zhao Yushan believes that with the development of emerging media such as the Internet, readers of traditional book industries have begun to leave and transfer. For the book industry, from the lonely desk of the light to the lively screen in front of them, this should be the lively screen. Following the field still follows the reader, it is always a problem. The stories that happened after the book industry entered the live broadcast room reminded that when traditional publishing industry needs more wisdom and ability when dealing with the impact of the epidemic and digital transformation, to distinguish what is adherence, what is innovation, and distinguish between the development of the times. Change and unchanged.

Source: Guangming Daily

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