Book in the live broadcast room overflows cultural consumption to reproduce the air outlet

At the beginning of the live broadcast, the anchor Dong Yuhui introduced the content of a popular science book in nearly a minute, and then imagined the scene of a parent -child tour to turn the discourse to the theme of "curiosity". On the same day, the series sold more than 30,000 books at a unit price of 148 yuan, and soon became a "topic book".

In the past period, the "East Selection" of the live broadcast room of New Oriental has been on fire, and the number of fans has soared from less than 1 million to nearly 20 million. "Good mouth+good books+good stories" created good sales. The sales volume of more than 10,000 books on a single day immediately aroused widespread attention in the industry. Even netizens also expressed their hope that Dong Yuhui would sell books full -time.

When the traditional book industry collides with the new sales format, what kind of industry changes will the book in the live broadcast room overflow? A exciting turning point has appeared.

Overcoming the ability to panic

In fact, live broadcasts or online activities are not new for the book publishing industry. Under the competition of online shopping platforms and the emergence of the new crown pneumonia, the publishers and bookstores are trying to broadcast live, and they are actively launched to try to switch the track and attract non -traditional channel buyers to pick up online consumption.

For example, 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. Since June this year, the theme reading online activities have been held from Shanghai, Zhejiang, Chongqing and other libraries. Book sales forms are becoming more and more diversified.

However, in general, the transformation of live broadcast books is not smooth. In recent years, in addition to a small number of head publishing houses with large scale and hard brands, most of the publishers are restricted by the single and small scale, and they are almost involved in live broadcasts in a state of being wrapped. Make money. " Some practitioners frankly said that from behind -the -scenes desk to the screen, the working mode is not so easy to change, there are situations such as incomplete interaction and more boring expression. To do a good job of live broadcast, we also need to strengthen exercises.

This time, the "selection of oriental selection" protruding like a torch, which ignited industry confidence. According to incomplete statistics, in the past two months, books and entertainment have become the second place in the "Eastern Selection" live room. Within 10 days, there were 1.4632 million books, with a total sales of 81.4973 million yuan.

In the book sales rankings, the top three books in sales are the "Right Bank River River River River" of People's Literature Publishing House, the "deliberate practice" by the Machinery Industry Press, and the "Su Dongpo Biography" of the Zhongnan Boji Tianshi. Among the top 30 books, there are many classic works such as "Living", "Ordinary World", "Moon and Six Topia" and "Little Prince".

Different from the popular live book mode at the moment, "Eastern Selection" does not play price cards, there is no scrubbing promotion in the live broadcast room, and there is no "slow hand" urging. Quality, some are the advantages of knowledge points and "bilingual". No wonder the majority of netizens in the name of "Qingliu" said that the experience of shopping while learning has updated the understanding of live broadcasts. Many book publishing practitioners have even expressed "regaining hope" and "seeing the direction", overcoming confusion and ability panic, and a new industry transformation journey is opening.

Hug the next air outlet

"Although the live broadcast book is small profits, sometimes even lower than the cost price, but it is more difficult to sell without goods." Wang Xinyan, the head of the Children's Book Editor Room of China Tourism Publishing House, believes that instead of watching it, it is better to take the initiative to embrace new channels and strive to find yourself and and to find yourself and and to find yourself and and to find yourself and or not. The balance point of the status quo can keep up as soon as possible when the next air outlet comes.

▲ China Tourism Publishing House played the characteristics of Chinese elements and cultural tourism, and launched the first set of original children's books "Demystifying Series Flip Book", and actively launched live broadcast and cargo marketing.

In recent years, China Tourism Publishing House has played the characteristics of Chinese elements and cultural tourism, and launched the first set of original children's books "Demystifying Series Flip Books" and actively launched live marketing marketing. The book of the publishing house closely combines traditional sales channels with new media sales channels to play two major selling points: one is that the book from the picture to the content is Chinese original, highlighting Chinese elements, and cultivating technological self -confidence. For example, in the albums such as "Unveiling Space" and "Revealing the Robot", small readers can understand my country's advanced technology and the current status of science and technology in this field, and learn from the internal structure and knowledge. The second is the characteristics of cultural tourism, the original city series, showing cultural self -confidence. For example, the separate albums such as "Unveiling Beijing" and "Demyment of Chengdu" fully introduce the cultural and geographical knowledge of the city, so that the small readers will enjoy the architecture, historical culture, attractions, food, etc., set foot on the study journey, and deepen their feelings for the beautiful river and mountains of the motherland.

According to Wang Xinyan, the publishing house is actively contacted by the head anchor of the book to promote a number of new products, hoping to gain more fans and readers.

"'Oriental selection' cooperation model that only collects commissions and does not receive pits and fees has opened a win -win situation, and it has won beautifully. This is the most rational and healthy industrial development trend that the publishing industry wants to see." Wang Yurong, deputy editor -in -chief of the University of Economic and Trade Press, believes that the anchor represented by Dong Yuhui combines the content of the book into his own experience and translates into a unique reading experience. Price is the purchase of factors. Inspired by this, in the case of traditional offline and online sales channels, most publishers will re -position and open up new live marketing channels. In Wang Yurong's view, many publishers do not expect to rely on live broadcasts to directly increase sales, and it is more about the live broadcast water for new books or activities without occupying too many existing resources, personnel, and costs. Then gradually adjust the live broadcast -related strategies and methods according to the actual situation.

Let people who know the book speak

The role of live broadcasts in book sales has been continuously enlarged, which has a certain positive impact on stimulating the possession of the possession of the active iteration, development and building new channels, expanding market share, and increasing the popularity of book brands. But at the same time, the adverse effects of profit space compression, limited types of selection, and prone to inexpensive competition still exist. How to make good use of live broadcasts and bring more effectiveness, it is worth thinking about in the industry.

"Dong Yuhui positions himself as a cultural communicator. His book sharing allows the public to realize that Chinese culture is also brilliant in the live broadcast room where Chinese culture is commonly used. In this regard, in addition to technical means and methods, the anchor's heart, cultural accumulation, and accumulation of cultural accumulation, and the accumulation of cultural accumulation and the accumulation of cultural accumulation and the accumulation of cultural accumulation and the accumulation of cultural accumulation and the accumulation of cultural accumulation and cultural accumulation and the accumulation of cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation and cultural accumulation. The sense of responsibility awareness is crucial. "Tang Lei, deputy director of the Information Center of the Origin Cultural Communication Center and the editor -in -chief of the" Cultural Book of the Origin of China ", believes that the anchors and the industry should sincerely stimulate the public's desire for reading, so as to in order The way of spreading the public, continuously cultivating its own brand products, and has achieved something on the new track.

Although it is encouraged by the "East Selection" live broadcast performance, it is necessary to be careful and moved to the introduction of live broadcasts.

According to the industry's incomplete statistics on the effect of live and bringing goods in 50 publishing houses in my country, in the first half of 2021, the live broadcast and cargo operation methods of various publishing institutions were different, and the effects were different. Among them, the benefits of the live broadcast of the publishing house and the full -time anchor live broadcast are obviously better than simply relying on the original class of the publishing house to conduct live broadcast. At the same time, due to the personalized characteristics, the anchor's intervention is more likely to form a unique and unique live broadcast sample.

"To find the right anchor, let the people who understand the book give a book, and let the readers who know the book sell books. At the same time, we also need to formulate a pricing system and product type suitable for live broadcast and goods. Use drainage products to obtain traffic and trust. To solve user needs, accept traffic, use profit products to obtain profits, and use special products to increase user stickiness and increase the repurchase rate. "Wang Xinyan believes that when the traditional publishing industry responds to the impact of the epidemic and the pressure of digital transformation, it requires more wisdom and capabilities. It is necessary to fully understand the advertising effect brought by the live broadcast, accept new communication methods, and actively find the fit point. In a more intense competitive environment, the content and concepts of books and concepts have more core values. Practitioners need to further optimize the quality of topic selection, make characteristics, strengthen quality, and form a leading advantage.

Wang Yurong analyzed that for most small and medium -sized professional publishing houses, considering the economic costs of self -built teams, configuration equipment and venues, the future development business should be similar to the process of the construction and promotion of digital platforms in publishing houses. Third -party cooperation sharing, this can not only meet the problems of a small amount of live broadcasts of a small number of books, but also avoid the problem of repeated construction of the live broadcast system at low usage.

July 26, 2022 "China Culture News"

The 7th version published a special report

"Book Fragrance in the Live Room to Reappear Consumption Reapchers"

↓ ↓ ↓ ↓ ↓ according to

Editor -in -chief: Chen Xiaoyue

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