Under the tide of the net red bookstore, talk about the business scriptures of the Japanese Laomoya Bookstore

Following the closure of the Eslite Bookstore of the "Internet Red Bookstore" in Shenzhen, recently, the news of another "traffic star" -the reporter that the bookstore withdrew from Beijing again caused heated discussions. Under the dual impact of Internet e -commerce and epidemic, domestic physical bookstores have undergone a big shock, and the tide of closed stores has one wave of waves. Some of the once -beautiful online celebrity bookstores are in danger, and they seek self -help. How to break through the industry's dilemma has become a soul torture facing the bookstores.

Author | Liu Qijing (Author of Cultural Industry Review, Researcher Sanchuan Huiwen Travel Sports Research Institute)

Editing | Time

Edit | Peninsula

Source | Cultural Industry Review

As of July this year, Yanji's eight stores in Beijing have been closed, and since the end of 2021, Yanji has been in business difficulties in many stores across the country, and successively withdrew from Guangzhou, Xiamen, Hangzhou, Xi'an, Xi'an Wait. During the previous peak, Yanji had 58 stores in 14 cities across the country. Today, this online celebrity bookstore, which has raised more than 200 million, has not only closed nearly half of the stores across the country, but also in arrears and running at the same time. Among the "vortex" of Lu tide.

△ The picture originated from the Internet

The big withdrawal of words reflects the operating dilemma of private brand physical bookstores.

"2020-2021 China physical Bookstore Industry Report" (hereinafter referred to as the "Report") shows that in 2020, about 1,573 physical bookstores in China were closed. In June 2020, the main shop of the Internet Red Bookstore, which focuses on lifestyle brands, closed in Chongqing; in December 2020, "The Origintes of the Internet Red Bookstore" Eslite Bookstore closed the store in Shenzhen and became an iconic event in the industry; 2021 In August of the year, Zhongshuge, known as the "Shanghai Most Beautiful Bookstore" announced that the Shanghai Jing'an Store was closed; this year, the tide of closed stores may also refresh the data of China's physical bookstore closure.

△ From "2020-2021 China physical Bookstore Industry Report"

The downturn in the environment, and the overall downward of the physical retail industry seems to be the number one reason for the closure of physical bookstores, but it is opposite to the opening of the bookstore. According to the "Report", in 2020, there are about 4061 physical bookstores in China opened, except for the 1,573 bookstores closed, and about 2,488 new bookstores in the country, of which the state -owned Xinhua Bookstore and private brand chain bookstores are mainly.

It can be seen from the above data that the physical bookstore has not yet reached the end of the road, and the market is still promising. So why did those private Internet celebrity bookstores that were sensational in the opening event finally closed down? And how the leader of the industry breaks out of the Avenue of Kangzhuang?

Isn't it "fragrant" in the Internet Red Bookstore?

There are still retrograde people under the wave of big retreat

"Drink coffee in a bookstore" and "Reading in a coffee shop", what will you choose?

At first glance, these two options seem to be very different, but it provides a "bookstore+" idea for the birth of a batch of online celebrity bookstores.

With the in -depth development of the Internet and e -commerce, physical bookstores have moved from a single retail format to a diversified cultural complex, from the "most beautiful bookstore" space scene created through artistic design to coffee and light in combination In the categories of meals, salons, exhibitions, crafts, etc., the bookstore began to be titled "Internet celebrity". Private brand chain bookstores such as Eslite, Sisyver, Fang Shi, Zhong Shuge, Yanji, etc., with high -value facade decoration and diversified cultural formats, they have become the "Internet celebrity punch -in sacred place" for many people.

△ The picture originated from the Internet

Originally, the practice of this "bookstore+" idea was well catered to the current trend of more and more people who like to brush short videos without reading paper books, but short -term "filters" often cannot support a brand Once the product quality, brand reputation, and capital turnover cannot keep up, the red bookstore will soon be submerged in the torrent of the times.

For example, the words of this time withdrawn from the extension of the "most beautiful bookstore" rely on the high decoration design cost, store rent, and brand marketing costs, but its business model is not enough to support its own "Yan Yan Yan Yan Yan "Value", once the social psychological needs of taking pictures and punching are met at one time, and the unable to attract the returning guest will lead to its ultimate defeat.

In fact, the "drunkard" of most online celebrity bookstores is not in the book, but to provide a comprehensive user experience by creating consumer scenarios, or in the form of "life proposal" to cultivate consumers' new lifestyle. In other words, this is not only a bookstore business. There is also deeper business logic behind it. Their target audience is not limited to those who love books, but the entire cultural consumer group.

The earliest practice of "Bookstore+" cultural composite model, and the business logic behind this model was used to make a landscape.

△ "Dai Guanshan · Takaya Bookstore" in Shibuya -ku, Tokyo

(The picture originated from the official website of Laomu Bookstore)

This is the most appealing bookstore brand in Japan, with charming labels such as "Kitano's favorite bookstore", "the most beautiful bookstore in the world", "Forest Library". Nowadays, many online celebrity bookstores have drawn on the models of the Baowu Bookstore in order to obtain similar labels, but almost all have their own shape.

△ The picture comes from the official website of Laomu Bookstore

The success of the House Bookstore is beyond doubt in Japan. At present, there are more than 1,400 Boyaku bookstores across Japan. Among the 126 million people in Japan, there are about 60 million people who have the membership cards of the Baowu Bookstore. That is to say, half of Japan's population is a member of the Koya Bookstore. In the first year of the epidemic in 2020, the Pianwu Bookstore set foot in Mainland China for the first time. At present, a total of 5 stores have been opened in Hangzhou, Shanghai, Xi'an, and Tianjin. After that, the Lugao Bookstore also plans to expand stores in many cities in China.

Under the wave of online shopping and domestic online celebrities chain bookstores, the Japanese Kaoma Bookstore can break through the trend. What is the business model and logic behind it?

To answer this question, you may wish to discuss from the CCC Group of the parent company of the Baowu Bookstore.

Not only books, the way of the operation of the Baowu Bookstore

CCC Group (full name Culture Convenience CLUB) is a leading company in Japan's experience retail. After years of development, it has become a planning company across multiple fields. The group's business layout mainly focuses on the three keywords of the "Lifestyle Contents", Platform, and Database. The four major business sectors are TSUTAYA Co., Ltd., CCC Cultural Entertainment, CCC marketing company, and CCC design company.

It can be seen that CCC is not an asset -heavy physical enterprise, but a light asset planning company with big data.

Through mature creative operations and big data, it allows more companies including gas stations, cosmetics and hotels to join, and the sales sharing of franchise enterprises is the underlying logic of CCC operations.

And the House Bookstore is just the most direct window. Only 20%of the profitability of the Baowu Bookstore comes from book and audio -visual products, and 80%come from franchise. It is such a business layout that allowed the Baowu Bookstore to not only survive the industry's shuffle, but also become a model and pioneer in the new retail field.

The analysis and summary of the cultural industry review (ID: whyspl) is closely related to its supporting formats, design tunability, and planning operation.

"Book+X" mode Construct a diversified experience scenario

On the official website, the House Bookstore uses the "lifestyle proposal bookstore" to advertise itself. In other words, it is not a bookstore that simply sells books, but a place where the lifestyle is proposed. This is the popular saying that the founder of the Takaya Bookstore has left the famous saying:

"What I want to sell is not a book. The life proposal is something I think. I hope that the Baoya Bookstore will become a cultural forest with many living proposals. To do this, it is not possible to rely on the Internet. Physical space. "

Therefore, the book is just a carrier. It is the real intention of the Batongwu Bookstore to extend more scenes and life proposals with books.

The Concierge (Consultant of Life Proposal) of the House Bookstore will use their majors to propose life through different experiences such as books, products, and activities. For example, there is a cafe in the bookstore. The entire bookstore space is BOOK & Café mode. Readers can hold a cup of coffee in every corner of the store to read. The ingredients, pots and pans, and even the music that customers are recommended when cooking; and in the travel area, if you open a book described in a country, a certain diet mentioned in the book may be placed on the tentacle. The place.

△ The picture comes from the official website of Laomu Bookstore

Create uniqueness through selection and site selection

The unique selection has always been the characteristic of the Baoya Bookstore. Although some products are expensive, each one is carefully selected. Most of the products are "only one can be purchased in one place". It will stimulate the desire to buy. In the Taikoo Line store in Shanghai, there is a miniature whiskey glass that the third -generation heir of Tokyo ’s fundamental nitrate craftsmanship is rising, and the traditional Japanese craftsmanship“ Mu Mu Human ”with a history of more than 250 years of history. These are the limited models of China ’s Baoyao Bookstore.

△ Books and grocery intervals reflect the "proposal" of the House Bookstore. (The picture is from the Internet)

The Laomoya Bookstore is also very sophisticated in terms of site selection. In 2011, the "Dai Guanshan · Takaya Bookstore" opened in Shibuya District, Tokyo was hailed as one of the "20 most beautiful bookstores in the world"; and the location of the Shanghai Second House Bookstore in Shanghai in 2020 is A newly -born Colombian rural club with a history of nearly a century with a history of nearly a century.

△ Shanghai Shangsheng · Xintong Yaowu Bookstore (Tufanfang is from the official website of Laomao Bookstore)

Due to the strategy of matching the regional and customer base

The Matsuya Bookstore has its own characteristics in more than 1,400 stores in Japan. One of the operating philosophy of the bookstore is to formulate the operating strategies of different stores in combination with the differences between regions and customer bases, and use design, services, and perception to create a sense of intimacy and resonance. For example, Hokkaido Hakodate still retains a strong family and community connection, so "Hakodate Kataya Bookstore" is not a simple replication of Dai Guanshan Store. When creating space, more needs for three generations. Rich much.

△ Hokkaido Hakodate Langwu Bookstore (picture originated from the Internet)

Create core competitiveness with members and data

In 2003, the Matsuya Bookstore launched a cross-industry general points card-T-CARD. Since then, T-Card members can not only consume in their own stores through T points, but also consume in companies that cooperate in cooperation. At present, there are nearly one million franchise enterprises in Laomoya Bookstore. The types of goods that can be purchased through T-Card reached 120 million, which covers almost the consumer scenarios of various industries in Japan, including entertainment, sports, shopping, food, fashion, life and services, etc. And can track the consumption behavior of more than 1/3 of the Japanese. At present, the number of T-Card members reached 67 million, exceeding half of the total population of Japan, and T-Card became a well-deserved national points card. Each Takuya bookstore will use T-CARDs that control consumer data to provide user portraits as the basis for the "selection" and "recommendation" of the planning system, and then obtain data crossing through the CCC big data proposal department. In the end, CCC provides exclusive planning for each franchise store. They will design the store according to data such as people near each store and user purchase preferences. In other words, from the beginning of the design, CCC has accurately located customers through T-Card data to accurately locate customers and understand needs to achieve intelligent operations.

"Internet celebrity" wants "Changhong"?

These logic of the house is worth catching

The logic of the Miya Bookstore is right in Japan, but it is not necessarily in China. Due to the different economic levels, consumption habits, cultural environment and reading atmosphere of China and Japan, how far can the Baoyao Bookstore go in China, it is still unknown. The domestic brand chain online red bookstore wants to achieve the performance "Changhong", and it is obviously not advisable to copy the modern model. As an example, the ace T-Card of the Matsuya T-Card as an example, relying on the strong stickiness of paper books to obtain members, this advantage is difficult to copy in China with a large impact on paper books in short video fragmentation.

The biggest success of Laomoya Bookstore is cross -border operations and integration resources, changing the traditional book sales model, maintaining growth and expansion of the trend, and thus is regarded as a benchmark for physical bookstore transformation. Therefore, the cultural industry review (ID: WhCyPl) believes that domestic brand chain bookstores can still obtain some inspiration from the business logic and experience of the house.

The positioning of the brand and the bookstore should be clear, and has its own "person".

The positioning of the Laomoya Bookstore is very clear about itself. Since it is a "lifestyle proposal", the main body it sells is naturally not a book, but a lifestyle proposal. It is only conveyed to the outside world through the window of the bookstore. Is the book's core subject or auxiliary carrier? This orientation determines the positioning and essence of the brand chain bookstore, which will affect the business model and profit point. Many independent online celebrity bookstores did not have the same chaos in the end because they did not figure out this.

△ "Shanghai Qiantan Taikooli · Baoyao Bookstore" is positioned as Wellness Community. It aims to use a rich fresh scene to stimulate the longing for a better life by a proposal to make your body and mind happy. (The picture originated from the official website of Laomu Bookstore)

Always put user needs in the first place, super precision to subdivide the consumption scenario.

In the book "The Philosophy of the House", Zongzong Zongzhao revealed his business logic as the founder: the value of planning lies in "whether the plan can increase customer value." As a "proposal", Laomoya Bookstore obviously understands that the value of the bookstore is guided by customer value, so it always meets the most fundamental needs of users as the primary task. Through subdivided customers, it will create marketing of scene space and lifestyle. And use member big data optimization services and products to operate large -scale communities. This is even more important in the era when the economy comes.

△ Hangzhou Tianmi Lizhu Bookstore (the official website of the Tujiawu Bookstore)

The real beauty of "the most beautiful bookstore" is not "skin", in "bone".

The cultural consumption industry where the Internet Red Bookstore is located has huge uncertainty. The interest of young people as the main consumer group will change. The pattern is difficult to continue. Why did the Miya Bookstore win the praise of the "most beautiful bookstore"? Why can I continue to be red in Japan? Obviously not because of its "high value", but the comfort of the house.

The comfort created by the careful precipitation is the differentiated competitive strategy of the Baowu Bookstore. The retail venue of the bookstore is designed as a comfortable space scene, which pleasant to the purchase process of the product. Consumers can relax here. Naturally, they feel that they think "Don't lose it when you come", the cost -effectiveness of physical and mental experience is much higher than the eye experience.

△ Laomoya Bookstore Tianjin Renheng Yishidan Store (the official website of Tuoyu Bookstore)

Conclusion

Whether it is cultivating book users or selling life proposals, the brand chain bookstore is in the final analysis of a business. The positioning and orientation of the bookstore are just a choice, and there is no difference between right and wrong. The Takaya Bookstore has explored a completely different way for the entire industry. The exquisite design is only part of the success of the Baoyao Bookstore. When we understand the story of the Miya Bookstore, we will know that the Baoyao Bookstore has become a "pilgrimage place", but it is not just because of "beauty".

The time to take root in China and grows in China is still short. Whether it can bloom and bear fruit in the end still takes time to verify. The Internet celebrity bookstores who refer to the House model want to find their own way of survival under the impact of e -commerce, e -books and audio books. Only by really paying attention to the user experience, can we go long -term.

Reference materials:

36 氪: "Eslite closes the door.

AI Finance News: "The 200 million online celebrity bookstores, disappeared in this summer"

Hundred Daoxin Publishing Research Institute: "2020-2021 China physical Bookstore Industry Report"

Retail Commercial Finance: "There are more than half of the national closed stores," Internet Red Bookstores "encounter robbery"

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