Excuse me, what are the main channels and secondary channels of the book industry?

First, the main channel refers to the distribution channel of traditional state-owned wholesale centers such as Xinhua Bookstore;

Advantages of main channel: strong initiative; Wide coverage; It is convenient to get feedback information in time.

Second, the secondary channel refers to other distribution channels except the main channel, mainly private book wholesale and retail channels. There are also "special channels", which refer to online bookstores, systematic distribution, airports and other emerging distribution channels.

Extended data:

The distribution of supplementary books can be divided into three modes: direct channel, indirect channel and special channel.

I. Direct channels

The direct distribution channel of teaching supplementary books, also known as "direct sales", is a channel for publishing units to sell publications directly to consumers, which can be divided into two forms: non-marketing institutions and marketing institutions. No marketing agent means that the publishing unit sells publications directly to consumers through traditional wholesale channels, without the participation of salespeople and marketing agencies, such as Xinhua Bookstore. Traditional channels are generally state-owned institutions.

The existence of marketing agencies refers to the sales behavior of achieving the purpose of promotion through direct sales personnel or direct sales agencies, such as the teaching-assisted direct sales forces in Hebei, Shandong and Beijing, which have as many as 5-6 thousand employees and directly contact schools all over the country. Direct selling organizations are generally private enterprises.

Advantages of direct channel of supplementary books: strong initiative; Wide coverage; It is convenient to get feedback information in time.

Disadvantages of direct channel of supplementary books: scattered resources; Not conducive to the formation of a good relationship between production and marketing; There are return restrictions; High investment.

Second, indirect channels.

The indirect channel of supplementary books distribution refers to the channel through which publishers sell their publications to consumers. The indirect distribution channels of supplementary books can be divided into the following forms:

Publishers/Publishers-Retailers-Consumers.

Publishers/publishers-wholesalers-retailers-consumers.

Publishers/distributors-distributors-wholesalers-retailers-consumers.

Publishers/distributors-distributors-retailers-consumers.

Advantages of indirect channels: wide distribution; Promote division of labor and cooperation; Save money; Collect market information comprehensively.

Insufficient indirect channels: under certain conditions, it will increase the issuance cost; The ability of publishing units to control channels is reduced; May convey distorted information.

Third, special channels.

The special distribution channel of supplementary books refers to the behavior path of using abnormal distribution methods to achieve sales purposes.

1: system ordering: refers to the behavior of the competent authorities ordering in batches within their jurisdiction, such as education, safety, quality inspection, fire protection, medical care and other departments.

2. Agency: facilitate the transaction through agency. The agency system is also a widely used sales system in the teaching and auxiliary book industry.

3. Physical bookstore: you can quickly contact users and see real books, which is equivalent to the retail outlets of publishers/merchants.

4. Online Bookstore: With the popularity of the network, the speed and convenience of the network are gradually recognized by people. Emerging online shopping is impacting traditional shopping methods, and some large online book distribution bookstores have sprung up like mushrooms after rain. Among them, the more famous online distribution companies are Amazon and JD.COM Mall, and the professional teaching aid websites are: China Textbook Distribution Center.

5. Book Fair: Use teaching AIDS to achieve purchase intention or purchase behavior during the exhibition. There are dozens of fairs, large and small, in the supplementary book industry every year, such as Beijing Book Fair, Changsha Book Fair and Chengdu Book Fair.

6. Airport distribution: referring to foreign sales methods, using waiting time to form sales behavior, of course, requires the cooperation and support of airlines.

References:

Distribution channels of supplementary books _ Baidu Encyclopedia