How does the lively live broadcast of book sales have anything to do with books?

China Youth Daily·China Youth Daily reporter Jiang Xiaobin Trainee reporter Li Danping Source: China Youth Daily (page 11, February 22, 2022)

Photo courtesy of AR Bookstore Visual China

Scan Watch the video

As for selling books, the discussions inside and outside the live broadcast room were equally lively.

—————

Compared with other bookstores, Zhuhai Unbounded Bookstore has some advantages: it is the only noodle shop in the city. Hai\’s Bookstore is located in a large community, with a bookstore and an art gallery… When it comes to trying new ways to sell books, live streaming, blind boxes, communities… none of them are missing.

Jiang Wei, the person in charge of Wujie Bookstore, believes that the overlap between people who prefer to buy books in live broadcast rooms and people who are accustomed to shopping in physical bookstores is not too high. \”In the live broadcast room, books are sold at low prices. Books are just a commodity, and its value is mainly reflected in the price; and the significance of the existence of a bookstore to a city is not to fight against online shopping. It is a community that grows around books and people. Space to provide services for books and readers. ”

Li Youyi is a post-90s generation who is engaged in the IT software industry. She likes to try new things and is open to new book marketing methods. She once bought a suspense book from a Douyin live broadcast room. \”This blogger is very elegant and has a nice voice. He also reads aloud when introducing the book, which immediately attracted me.\” It\’s just that half a year has passed since she bought the book, let alone read it, she hasn\’t even flipped through it.

As for selling books, the discussion outside the live broadcast room was as lively as inside.

Publishers and bookstores are working hard to sell books

The various attempts of Wujie Bookstore are a microcosm of the current physical bookstores.

On World Book Day in 2020, Unbounded Bookstore launched the \”Unbounded Blind Box\” for the first time, which was welcomed by readers and became a must-have star product every April thereafter; in 2021, the concept of \”Metaverse\” swept across, and Created an “AR Unbounded Bookstore” with fast AR navigation Quick book search, AR intelligent book recommendation, AR deep sea scene reading and other scenarios, during the same period, we mainly promote books related to science and technology and future themes; cooperate with art museums to organize exhibitions, salons, and workshops, and package original picture books into \”growth energy packages\” according to age and content classification ” for sale; partnering with Penguin Random House to introduce publishingThe company’s classic series of books are sold during exhibitions; a live broadcast of book sales has been launched, and three online communities for art, culture, and parent-child have been established, and 62 activities have been carried out…

For book sales, publishing The club works hard too.

Liu Qiang, head of the marketing and publicity department of Writers Publishing House, said that at present, the publishing house still mainly relies on \”distribution-retail\” for book sales. However, the current retail trend is moving from the previous physical bookstores, online bookstores and other platforms to new media platforms, and the sales proportion and influence are increasing.

Liu Qiang said that specially printed books have obvious advantages in live streaming. Readers can see the physical display and listen to the anchor\’s explanation, such as \”Liu Wen\’s Painting by Liu Xinwu\’s Commentary on the Golden Lotus\” and \”Li Boyi\’s Commentary on the Gold Society\” \”China Painting: The Romance of the Three Kingdoms\” and so on; while short video sales pay more attention to the copywriting of the video, the influence of the UP owner, the quality of the book content, etc. In 2021, a certain anchor with one million fans sold \”White Deer Plain\”, generating nearly 6,000 copies in sales.

Yang Xiaoyan, editor-in-chief of the New Classic Humanities and Social Sciences Division, believes that book marketing will always be combined with the hottest form of communication at the moment. 20 years ago, books were mainly promoted through paper media; later, with Weibo,