How to improve the performance of bookstores

I hope it has some commercial practical value and attracts more attention. This paper is based on the innovative marketing ideas of individual bookstores.

The operating status of individual bookstores in China, there are a large number of individual terminal sales bookstores at the end of the book industry. Most of these bookstores are owned by individuals, and some are operated in partnership. The number of individual bookstores is very large. Although I haven't got the relevant statistical data, according to my personal life experience and investigation, plus professional media reports, I believe that the number of individual bookstores will not be much less than that of catering terminals. In China, as self-employed, most of them are guided by the business ideas of small farmers, and they do not specialize in their own small industries with professional marketing models and thinking. In such a competitive red sea, individual bookstores must innovate if they want to have a bright future and dazzling business performance. Without innovation, individual bookstores can only be gradually eliminated by the market under bleak management. Under the pressure of more and more large book shopping centers and online bookstores with great regional influence, individual bookstores are not at the same level as these giants in terms of popularity, resources and management system. Therefore, the outlet of individual bookstores lies in taking the road of refinement, personalization and specialization according to their own scale characteristics. The overall marketing strategy is extremely passive in terms of resources, management and promotion. When determining its overall marketing ideas, individual bookstores must pay attention to integration, follow the trend, connect up and down, and create their own marketing strategies. It is more and more urgent to learn to integrate social resources to serve the marketing management of individual bookstores. Sticking famous brands by taking advantage of the situation must also be part of the marketing strategy of individual bookstores. Furthermore, becoming a professional service provider of professional knowledge must be the only way for individual bookstores to build professional brands. Professional service is professional first, then exquisite, and finally value-added. The multi-segmented, comprehensive, rough and extensive individual business model of individual bookstores is exactly the business mode of most individual bookstore operators now. Lack of clear positioning is the marketing disadvantage of most bookstores now. As we all know, consumers' mental resources and mental space are limited. How to stand out among competitors with many names, differentiated management is the first choice. First of all, in the face of various consumer groups and their different needs, we cut out a market segment and demand segmentation, such as the knowledge growth demand of white-collar groups. The following are all discussions about choosing white-collar workers as the target consumer groups. Then, after subdividing groups and needs, position yourself. At this time, positioning is a natural thing, because we have chosen the demand for knowledge growth of white-collar workers as the demand to be met by our bookstore, so our bookstore can be positioned as a solution provider for knowledge growth of white-collar workers and create the fourth space for white-collar workers. In addition, the plan must be comprehensive, diverse and coordinated. Moreover, the scale and profit margin of this market are large enough, and the white-collar workers have full purchasing power and are a large number of profitable customers. They can become a stable living space for bookstores. In this way, it has completed its own positioning after market segmentation and creatively opened up a category market. But this is only a conceptual description and operation, which needs the support and matching of the entity's business architecture and system, as will be explained below. Core Interest Points and Appeal Points Each product and service has its own USP, which is a unique sales proposition. Unique sales proposition can be divided into two levels: functional interest and spiritual interest. As a commercial entity of products and services, our individual bookstores must also have their own core demands. This is not only for future communication and promotion, but also an era of simplifying cognition. Shortening the audience's cognitive cycle can not only reduce the communication cost, but also create a unique brand. After thinking about it, since the bookstore has been positioned as a solution provider for the growth of white-collar knowledge, our core interests and appeal points should also match this. Therefore, after consideration, it is considered that "white-collar growth partner" is the most appropriate appeal point. The purpose of white-collar consumption is to increase knowledge. Therefore, refining the selling point into a companion for the growth of white-collar workers not only takes into account the material level, but also gives the white-collar audience a cordial and warm direct feeling on the spiritual level. Prepare for better brand loyalty in the future. Product and service combination After it is clear that the target group of the bookstore is the white-collar class, the bookstore must determine the corresponding product and service combination to support its positioning. Since it is the knowledge growth demand of white-collar workers, the products that can meet this demand are related professional books, including professional basic books, workplace survival and development books, interpersonal skills books, foreign language books and so on. In this prosperous era of electronic publishing, electronic reading and network electronic industry, we should not only consider substantive professional books, but also consider electronic books and materials with many advantages when determining the product mix of bookstores. This is a good fulcrum for differentiated management. E-books are not simply packaged and sold, but provided by electronic information content providers cooperated by bookstores, and then carefully selected and improved by relevant professionals in our bookstore, and delivered with the characteristics of completeness, neatness, convenience and preciousness. This is based on the customer database that we will build in the future. As for services, first of all, services must be valuable and value-added, so our professional services are charged. The purpose of charging is to provide better service to customers. Serving it must be a main profit support point in the bookstore business system. The specific operation mode can be in the form of collecting membership fees, and then relying on this money to build a professional service brand; White-collar workers accept that our service products are personalized and customized information integration, and prompt and communicate information at any time. Another very important service is to strive for and improve performance in the form of advance booking. This service can be coordinated with customized information delivery.

Diversification of procurement channels As a sales terminal, the source of book procurement in bookstores must be upstream manufacturers such as publishing houses. But the bookstore bookstore's purchasing object, its last home must be an authorized agent of the publishing house, or directly purchase goods from the cooperative manufacturers of the publishing house? Of course not. If you can purchase goods directly from the publishing house or its cooperative manufacturers, you can certainly have more room for profit operation, but only if the bookstore has its own influence and customer resources, otherwise it may not be able to get a big discount. Therefore, in order to ensure the purchase of low-priced and good-looking books, bookstores must consider whether they can obtain better profits and discounts from other channels. One object that can be considered is large online shopping malls, such as Dangdang and Zhuoyue. According to its huge sales and influence, this kind of mall can get great discounts and rebates from publishers. Therefore, bookstores can consider bringing their own customer resources to negotiate with large online bookstores, so as to obtain greater discounts and promotional resources with stable purchases. In addition, for e-books and databases, it is to strive for cooperation with e-book publishers, digital data providers and professional management and marketing websites to obtain long-term, stable and high-quality electronic data. Of course, another low-cost channel is the search and summary of your own employees. Integrated resource joint marketing as a weak resource, individual bookstores must take advantage of the situation in marketing and make full use of it. In the positioning stage, we have positioned ourselves as "the fourth space for white-collar workers", which is based on the brand effect of high-end well-known brands such as Starbucks. This can not only greatly reduce the cost of communication and the cycle of accumulating consumer groups, but also play a great role in building a bookstore brand. Secondly, in other aspects of joint marketing, at the product level, bookstores can establish cooperative relations with Starbucks, leisure western restaurants and cinemas, complement each other in product lines and enjoy customer groups. Of course, this can only be achieved if the bookstore has accumulated a certain number of white-collar customers and databases. On the service level, we can cooperate with local telecom operators to provide information services. With its information resources and advantages, bookstores can better provide and deliver more perfect, more timely and higher value-added service combinations for our target groups. Of course, we can also cooperate more extensively with more partners, so we won't start here. Word of mouth and interactive communication strategy as a bookstore, circle effect and community effect play a great role in its communication effect. Therefore, at the beginning of bookstore operation, word-of-mouth and interactive communication should be placed at the key points of bookstore operation. Behind every satisfied customer, there are ten potential customers, and behind these ten potential customers, there are one hundred or more interested customers. Therefore, the huge communication effect of word-of-mouth effect is not comparable to that of hard advertising communication. When the hard information bombardment is rejected by consumers, the affinity and credibility of word of mouth will attract a large group of exploratory buyers, and then establish customer loyalty. Therefore, our bookstore can establish a publicity area, focusing on promoting the work circle and life circle behind loyal customers. One way is to reward loyal customers as word-of-mouth and image as well as sales representatives, and give them a certain commission and differentiated services. In this way, their enthusiasm for sales can be greatly improved, and more importantly, they will unconsciously regard themselves as a member of the bookstore; In addition, you can use the method of public relations, first take the initiative to send relevant product and service information on a regular basis, take the initiative to recommend, and then supplemented by public relations exchanges. To sum up, the prospect of operating bookstores with traditional ideas is not very optimistic. It is the right way to seek a thorough innovation in the operating value and performance of individual bookstores with innovative, integrated and horizontal ideas. In addition, professional service is a very important business fulcrum. There is no threshold for service itself, especially in the book industry. But the key is whether it has been implemented in management. If it is only oral and written, it will not bring about the actual improvement of business performance. Often a little different from the intimate service of competitors, it can bring huge performance returns. Furthermore, let's not talk about market share. What individual bookstores are facing is how to increase customer share and customer life cycle value. Finally, although the individual bookstore is only a small business entity, if it can be managed from the height of the industrial chain, its competitive advantage is enormous. Individual bookstores are just sales terminals, so they must link all links in the whole value chain, including upstream suppliers, intermediate service providers and downstream partners, so that they can jointly create value for your target customers and attach more delivered value. Anyway, business is no small matter, and small business can also be run as a big business. But the basic point of business is always the demand and value of the target customers, so remember not to deviate.