The prospect of Xinhua Bookstore! ! ! ! Pay a lot of money to find the answer! ! ! ! !

There are too many bookstores now, and Xinhua Bookstore will definitely be affected, but I think the prospect can be: see how Xinhua Channel can be rebuilt.

"Six Hands" for Promoting Reform

It is the requirement of the development of market economy to cancel the market access of book publishing industry and break the policy monopoly of textbook distribution.

cause

At present, there are many reasons to promote the deepening reform of Xinhua Bookstore, including both internal needs and external forces. Generally speaking, external force is greater than internal force, and passivity is greater than initiative. The "six hands" of government, industrial development, market, China's entry into WTO, scientific and technological progress and the internal needs of enterprises have all promoted the reform and development of Xinhua Bookstore system at this stage.

The need to safeguard national cultural security

Publications have both general commodity attributes and ideological attributes. So the country attaches great importance to this piece. After China's entry into WTO, the publication distribution market will be liberalized as promised, and a large amount of foreign capital will enter China's book industry. In order to ensure political security, ideological security and cultural security, the central government will inevitably require Xinhua Bookstore to form a "national team", carry out reform and become bigger and stronger, and hold the propaganda position by occupying the market. At present, the reform of Xinhua Bookstore is largely due to this political need. After the 16th National Congress of the Communist Party of China, the central government set up a leading body for cultural system reform. Since 200 1, Publicity Department of the Communist Party of China and the General Administration of Press and Publication have held many national conferences to study and deploy the reform of Xinhua Bookstore. The relevant departments of the central government have successively issued a series of guiding documents. Recently, the State Council issued "Several Decisions on Non-public Capital Entering Cultural Industry", which clearly stipulated that the reform of state-owned issuing enterprises must be controlled by state-owned capital at least 5 1%. All these reflect the country's emphasis on and strengthening of cultural security, and the urgency of accelerating the reform of Xinhua Bookstore.

The needs of the development of national cultural industry

In China, cultural work has long been an undertaking, and radio and television, news, publishing and distribution units are all undertakings. In 2002, the 16th National Congress of the Communist Party of China put forward the concept of cultural industry for the first time, taking culture as an industry, which was a great breakthrough. In developed countries, cultural industry accounts for a large proportion in the national economy and is a pillar industry. Like the United States, the output value created by cultural industries reaches 30% of GDP, Japan reaches 18%, and South Korea also reaches 13%, while the value created by cultural industries in China accounts for less than 3% of GDP. This is totally inconsistent with China's huge market scale and market potential. According to the requirements and deployment of the central government, the publishing industry has become the first breakthrough in China's cultural system reform. As the last link of the publishing industry chain and a direct participant in the market competition, the publishing industry has become the breakthrough point and the forefront of the reform of the publishing and distribution system. The central government hopes to promote the reform of the entire publishing and distribution industry chain and build a relatively strong national cultural industry through the reform breakthrough in the distribution link.

Requirements of market economy development

The most basic characteristics and requirements of market economy are openness, fairness and justice of market competition. Book distribution industry, especially textbook distribution, has a strong monopoly in the long-term planned economy. Therefore, breaking the "cultural isolation", canceling the market access of the book distribution industry, breaking the policy monopoly of textbook distribution and eliminating the so-called "profiteering" have become the inevitable requirements of the continuous development of the market economy. In recent years, the voice of public opinion in this regard has become louder and louder, which has played a role in fueling the situation. The state opens the ordinary book market to the outside world, and by 2006, all restrictions on foreign investment in the distribution field will be lifted; Teaching materials are distributed by bidding and government procurement? On the basis of the pilot bidding in Anhui, Fujian and Chongqing in 2002, it will be extended to Shaanxi, Shandong and Zhejiang 1 1 provinces and regions this year; The implementation of the "one-fee system" in primary and secondary schools has made the distribution of supplementary education completely market-oriented.

Promote China's accession to the WTO.

For the publishing industry, "WTO entry" is the most direct factor to promote reform, and it is also an opportunity and challenge. On the one hand, according to the commitment of entering WTO, China must open its distribution market to the outside world within the specified time limit, which requires the domestic development industry to complete its own reform as soon as possible within a short protection period, so as to connect with the world with a higher market platform and strength platform and compete with international competitors. On the other hand, foreign advanced industrial concepts, development models and management experience directly influenced and led the reform and development of domestic circulation industry, greatly broadened the vision of domestic circulation industry development, provided realistic samples and models for our reform practice, and pushed domestic circulation industry onto the road of internationalization, marketization and industrialization.

Promote the development of science and technology

The rapid development of high technology, especially information technology and tools, has brought revolutionary changes to the whole society, and also provided the possibility and technical support for the domestic development industry to achieve leap-forward development in a short time. Xinhua Bookstore can use high-tech means, advanced technologies and tools to transform the traditional management mode into a modern management mode and realize the leap from quantitative change to qualitative change.

The needs of their own survival and development

It has been 27 years since the domestic reform and opening up. The reform of publishing and distribution system and related education system has entered an in-depth stage. The monopoly of Xinhua Bookstore has long been history. The state's support policy for Xinhua Bookstore has gradually become an industry policy, not a simple enterprise policy in the past. The domestic book market has basically taken shape, and it is becoming more and more standardized, and the competition is becoming more and more fierce. At present, the overall situation of the domestic development industry market is "seven points in the world". Xinhua Bookstore, private enterprises, foreign capital, foreign capital, self-distribution, systematic distribution and illegal operation of publishing houses all participate in the market distribution, and the existing share and profit of Xinhua Bookstore are constantly being squeezed. At present, there are more than 70,000 private bookstores in China, which has surpassed Xinhua Bookstore in number. Judging from the sales code, except for textbooks, the sales code of private bookstores basically accounts for half of the national book sales code. Of course, as far as every private bookstore is concerned, its strength and scale can't be compared with Xinhua Bookstore. The annual sales of the best private bookstores are several hundred million, and the annual sales of Xinhua Bookstore in all provinces are above several billion. Shandong's sales in 2004 were close to 5.6 billion yuan, and it is expected to reach 6 billion yuan this year. However, after China's entry into WTO, Xinhua Bookstore's strongest competitors are not only the rapidly developing private bookstores, but also overseas capital with huge capital strength, advanced management mode and rich experience in international market competition. Bertelsmann Group's total annual sales in Germany is about 20 billion euros, equivalent to 200 billion yuan, which is basically about twice the total annual sales of books in China. So Xinhua Bookstore and foreign capital are not a heavyweight at all. To put it figuratively, foreigners drive Mercedes-Benz and Xinhua Bookstore drives a carriage. On the other hand, Xinhua Bookstore itself used to live on textbooks, and its main profit came from textbooks and teaching AIDS. At present, the distribution of teaching materials is subject to bidding, and the distribution of supplementary teaching materials is market-oriented. The original profit model based on teaching materials has been broken, and the feeding of 6.5438+0.5 million people has become a problem. If the textbooks are removed, the per capita sales of Xinhua Bookstore will be 200,000, and 300,000 basics will survive. To reach the current income level of employees in Xinhua Bookstore system, the per capita sales must be above 400,000 yuan. Coupled with the long-standing drawbacks and problems under the planned economy system, it can be said that Xinhua Bookstore has its own shortcomings, and the pressure of survival and development is increasing. Accelerating reform has become the most realistic problem.

Stock conversion and listing of enterprises

Carry out the shareholding system reform, realize the separation of government from enterprises and the diversification of investment subjects, and establish a "three meetings and one layer" corporate governance structure.

think

Since 2000, around the reform of Xinhua Bookstore, the government, theoretical circles and Xinhua Bookstore have done a lot of research, theoretical discussion and practical exploration. After more than two years of research and preparation, at the end of July, 2002, the General Administration issued two documents in succession on the same day, one is "Several Opinions on the Joint-stock Reform of Xinhua Bookstore (Distribution Group)" and the other is "Several Opinions on Promoting and Regulating the Chain Operation of Publication Distribution". The promulgation of these two documents indicates that the state's thinking on the reform of Xinhua Bookstore is gradually clear and has a basic framework. In June 2003, the Central Committee held a meeting on the pilot work of cultural system reform, issued the Opinions on the Pilot Work of Cultural System Reform, and determined Xinhua Publishing Group and six units in Sichuan, Jiangsu, Zhejiang, Fujian and Liaoning, as well as Shanghai, Beijing and Shenyang to carry out the pilot reform. After more than a year of pilot summary, at the beginning of 2005, the national authorities set the overall path of Xinhua Bookstore system reform as: transforming enterprises into restructuring and listing shares. In the aspect of chain operation, logistics distribution and information network construction have been established as the breakthrough of chain operation, which shows that the reform direction of Xinhua Bookstore has been determined and the thinking has been basically clear.

From the perspective of government, the reform direction of Xinhua Bookstore is to build a unified, open, competitive and orderly book circulation market in China, build a new market subject with vitality, strength and competitiveness, make the national publishing industry bigger and stronger, and safeguard the national cultural and ideological security.

From the perspective of enterprises themselves, it is necessary to establish corporate governance structure according to the requirements of modern enterprise system, shape market subjects with self-management, self-development and self-restraint, build a new profit model under the conditions of market economy, realize the goal of enhancing the core competitiveness and value of enterprises, and meet the requirements of market competition and survival and development.

The reform ideas of Xinhua Bookstore mainly include four aspects:

By implementing the shareholding system reform, innovating the system, clarifying property rights, separating government from enterprises and diversifying investors, we will establish a corporate governance structure of "three meetings and one layer" and cultivate a powerful distribution group with outstanding core competitiveness across regions and ownership.

By implementing the management mechanism reform of human resources and property, we should innovate the internal mechanism of enterprises, establish a scientific, standardized and efficient enterprise operation mechanism according to the requirements of marketization, reduce the operating cost of enterprises and stimulate the vitality of enterprises.

Through the implementation of chain operation, innovative business forms, reengineering business processes and distribution channels, optimizing resource allocation and industrial structure, building a three-dimensional distribution network, intensive and large-scale operation, and creating a new profit model under the conditions of market economy.

By building information network and logistics distribution system, innovating technology and tools, transforming traditional industrial mode, improving enterprise operation quality and efficiency, and realizing industrial upgrading.

Judging from the current situation, the specific measures for the reform of Xinhua Bookstore are mainly in two aspects: one is restructuring, and the other is chain. The development of China's book industry must go through these two reforms. Under the condition of market economy, the development of an industry needs funds, technology, policies and talents. China began to issue securities from 1992 to encourage enterprises to go public for financing. In the past ten years, listed companies in all walks of life have absorbed 10 trillion social funds, but the news publishing industry has just started. Insufficient investment in industry is also an important reason for the slow development of domestic publishing industry. Through the shareholding system reform, we can absorb social capital, realize low-cost expansion, expand industrial scale, and provide necessary support for the transformation of internal mechanism of enterprises. The development of the circulation industry pays attention to "terminal cybernetics", and whoever controls the terminal will control the market. Xinhua Bookstore is a service provider. It doesn't have its own products, and its main resource is the distribution network. However, the network channel of Xinhua Bookstore has been in a small, independent and decentralized state for a long time, with insufficient channel flow and low utilization efficiency, and it can't get the due scale benefits. If Xinhua Bookstore wants to stand and develop in the new market competition situation, it must change the status quo of distribution channels, weave Xinhua Bookstore in the whole province into a large "network" with good density, reasonable layout and high efficiency through chain integration of channel resources, control market terminals, raise the threshold of market competition, realize the value-added utilization of distribution networks, and establish a stable profit model under market economy conditions.

According to the viewpoint of political economy, reorganization belongs to the category of production relations and chain belongs to the category of productivity, and there is a complementary internal relationship between them. If we can use it comprehensively, we can achieve the effect of combining traditional Chinese and western medicine, treat both the symptoms and root causes, and transform Xinhua Bookstore, a traditional planned enterprise, into a modern enterprise with market orientation and value as the standard. If the time is not ripe for the reform of production relations, and the deep-seated institutional contradictions such as authorized operation and shareholding ratio cannot be solved temporarily, we must quickly "detour" and make a fuss about developing productive forces, and improve the scale and value of enterprises through the implementation of chain operation. When the productivity develops to a certain stage, the old carriage is replaced by a modern Mercedes-Benz, which will automatically produce the inherent requirement of adjusting production relations, and then reorganization will naturally come. Judging from the present situation of the reform of Xinhua Bookstore in China, it is generally carried out in accordance with this idea.

The reform has made rapid progress in three aspects.

Failure to implement authorized operation is the most fundamental factor restricting the reform of Xinhua Bookstore at present.

Establish a regional powerful group

After the central government basically determined the idea of restructuring and chain operation of Xinhua Bookstore, it increased the motivation for reform. In 2002, when the General Administration of Press and Publication issued "two documents", it put forward clear requirements for the progress and consideration standard of the joint-stock reform and chain operation of Xinhua Bookstore. In terms of restructuring, Xinhua Publishing Group, Jiangsu, Guangdong, Sichuan, Shanghai and other distribution groups are required to complete the restructuring within two years, and other Xinhua bookstores and distribution groups strive to complete it in about three years. In terms of chain operation, it is required that by the end of 2005, there will be 6-8 large chain operation enterprises covering the whole country and 50 chain operation enterprises with a certain scale, including no less than 30 Xinhua Bookstore systems and more than 5,000 chain stores, and the annual net sales after excluding teaching materials will not be less than 25% of the total sales.

In the past three years, with the dual promotion of the government and the market, the national Xinhua Bookstore has done a lot of work around the restructuring and chain operation, and made great progress, laying the foundation for the next restructuring and chain operation. Taking the region as the center, the country has formed several relatively strong distribution groups: Sichuan in the southwest, Liaoning in the northeast, Zhejiang, Jiangsu and Shanghai in the Yangtze River Delta, Guangdong and Fujian in the Pearl River Delta, and Beijing, Shandong and Tianjin in the Bohai Rim region. These distribution groups, which have gradually grown up through their own reforms in the market competition, may be an important influence force for the domestic book industry in the future.

Change the system

Mother-child system, second-class legal person. At present, the restructuring of Xinhua Bookstore is generally in the stage of enterprise restructuring and group formation. Only a few Xinhua bookstores have entered the stage of listing shares. Provincial Xinhua Distribution Groups are mainly established with provincial stores as the core and stores in cities and counties as member units. The mother-child system is implemented in the management system, and the second-level legal person is adopted. This is also the requirement of the central authorities. There are two main parent-subsidiary structures within the group: one is the vertical parent-subsidiary structure, which transforms the original provincial stores into the parent company of the group and the city and county stores into subsidiaries, such as Zhejiang and Jiangsu. The other is the horizontal parent-subsidiary structure. As a holding company, the parent company is mainly engaged in strategic management and capital management, and each subsidiary or branch (business department) conducts industrial management in different fields, such as teaching materials, general books, audio and video, such as Sichuan and Shandong. Under this parent-child system, the processing of teaching materials business is generally wholly owned by the parent company.

Different asset management systems determine different restructuring models. The group's provincial Xinhua Bookstore was established, and different restructuring modes were adopted according to different authorized operations. Sichuan, Yunnan and other distribution groups authorized by the provincial government to operate and obtain the status of investment subject, the parent company generally retains the nature of wholly state-owned, and as the main sponsor and controlling party, invests in the establishment of joint stock limited companies or limited liability companies. Most provincial distribution groups that have not obtained the authorization and qualification of state-owned assets investors, with the original investors as the main sponsors and controlling parties, absorb other capital, transform the group companies into joint-stock companies or limited liability companies, integrate the assets and business of Xinhua Bookstore in various cities and counties in the province, and establish secondary joint-stock companies or limited liability companies under the control of the group companies. This model is represented by Liaoning.

Liansuo

The design concept pays attention to low cost and practicality. In the process of chain operation, Xinhua Bookstore, according to its own development, put the design concept of "not seeking the most advanced, but seeking the most effective" throughout the whole process of chain system design and implementation. In terms of information construction, most of them are independently developed according to actual business processes to avoid "two skins". In the scale of logistics infrastructure, we should not blindly pursue perfection, but take moderation as the standard, leaving room for the future increase of business volume and the development of third-party logistics. In the construction of logistics distribution automation, according to the domestic situation, we emphasize the combination of "three modernizations", organically combine the assembly line in the industrialized era, IT technology in the information age and the labor force in the agricultural era, and "iron wraps meat" instead of "iron wraps meat", so the place to employ people still needs to employ people, because the cheapest thing in China is the labor cost.

Information network construction and logistics distribution construction are the breakthrough point and breakthrough point. In the business process of chain operation, business flow drives logistics, and logistics drives capital flow, while information flow runs through business flow, logistics and capital flow like a pole of sugar-coated haws, forming a unity of "four flows". Information flow and logistics are the most important parts of the "four flows", which support the whole chain process. In the process of chain implementation, Xinhua Bookstore in each province has the earliest action, the greatest strength and the most investment in these two aspects. In terms of information construction, Zhejiang, Sichuan, Shandong and other provinces are doing better now. In terms of logistics construction, all provinces have built a large logistics layout. Zhejiang Xinhua Bookstore Logistics Center covers an area of 70,000 square meters, Jiangsu 80,000 square meters, Liaoning 40,000 square meters and Jiangxi 40,000 square meters. Shandong is planning to build a logistics headquarters of 65,438+10,000 square meters. The breakthrough of information flow and logistics construction has greatly promoted the chain process of Xinhua Bookstore.

Unified procurement, unified distribution and unified settlement are important features. In 2005, the General Administration of Press and Publication put forward the requirements of "six unifications" (unified identification, unified procurement, unified distribution, unified information, unified service and unified management) for chain operation. In the process of chain operation, most Xinhua bookstores focus on unified procurement, unified distribution and unified settlement, basically cancel the purchasing right of grassroots stores, fundamentally standardize the business process order of the whole chain system, and realize "joint store" through "locking books".

Inter-provincial chain has become a trend. Inter-provincial chain is the hope and requirement of the central government. Zhejiang Xinhua Group began to implement inter-provincial chain stores from June 5438+065438+ 10, 2003, and successively opened six stores in Xuzhou, Shanghai, Shenzhen and other places in Jiangsu, with a business area of over 30,000 square meters. From June 5, 2004 to 10, Jiangsu Xinhua Group established its first inter-provincial chain store in Yiwu, Zhejiang.

Xinhua bookstore chain began to build its own new brand. Some people say that doing business in the primary stage of market economy, doing business in the intermediate stage and doing brand in the third stage. Brand is very important to the development of enterprises. In recent years, Xinhua Bookstore began to establish its own new brand on the basis of the original brand. The new brand in Sichuan is Xinhua Wenxuan, and the new brand in Zhejiang is Boku Bookstore. There are several reasons: First, Xinhua Bookstore is a collective brand although it is a gold-lettered signboard. For Xinhua Bookstore in all provinces, there is no brand autonomy of Xinhua Bookstore, and the issue of brand usage fee will be involved in the future. Second, after the implementation of inter-provincial chain, it is similar to the local Xinhua bookstore brand, which is not conducive to brand recognition. In addition, in recent years, some Xinhua bookstores have some problems in operating conditions and integrity. Establishing a new brand can avoid the collateral negative effects.

The relationship between group property rights is the main factor that determines the choice of chain operation mode. Due to historical reasons, there are great differences in personnel, finance, materials and business management systems of Xinhua Bookstore in different provinces. Some provincial stores and grass-roots stores have business guidance relations, administrative and property rights affiliation relations, and some only have business relations. The different relationship between provincial stores and grass-roots stores leads to great differences in the choice of chain mode of Xinhua Bookstore in different provinces. Generally speaking, there are three modes of Xinhua Bookstore in China: one is that all the grass-roots stores are merged into group chains and engaged in direct chain, represented by Zhejiang, Shanghai and Shandong; One is that the grass-roots stores are partly included in the group chain, and the direct chain and franchise chain are combined, with Sichuan as the representative; One is that grass-roots stores are not included in the group chain, and they implement free chain, represented by Guangdong and Liaoning.

In short, from the overall situation of the reform of Xinhua Bookstore in China, there are four characteristics:

"Crossing the river by feeling the stones" has its own characteristics. For Xinhua Bookstore, restructuring and chain operation are brand-new things, and there is no frame of reference in the reform process. The path set by the central government is only a direction and an overall framework. As for the specific reform practice, Xinhua Bookstore in each province can only "cross the river by feeling the stones" according to its own actual situation and make progress step by step. Therefore, at present, the reform of Xinhua Bookstore in all provinces has its own model, characteristics and universality. As the reform of Xinhua Bookstore is still in its infancy, the results are still unclear, so it is not yet possible to make a simple judgment on the advantages and disadvantages of various reform models.

Take the road of intensive first and then marketization. Judging from the development history of the international book industry, it is generally a road of marketization first and then intensification. However, from the perspective of the reform process of Xinhua Bookstore, due to the influence of some special factors in the domestic book industry such as "WTO entry" and the ideological attribute of Xinhua Bookstore, the reform of the domestic book industry is a road of intensive first and then marketization. Under the impetus of the government, Xinhua Bookstores in various provinces have set up distribution groups (Guangdong Store is the earliest provincial store,1998 65438+February, Dezhou Store is the earliest municipal store,1992 65438+February). Although this administrative kneading method does not conform to the laws of the market, it has its objective inevitability under the special situation of the domestic book industry at present, which has promoted the development of the book industry as a whole. However, we should also see that this reform method of physical integration through administrative means, like "potatoes in sacks", can only exist for a certain period of time. In the long run, Xinhua Bookstore must realize chemical reaction based on physical reaction as soon as possible, and establish a standardized parent-subsidiary system with capital as the link.

Reform practice goes fast, while theory and policy go slowly. Some Xinhua bookstores were transformed more than ten years ago, and now some have entered the stage of listing and shareholding. However, the domestic theoretical and policy level has not reached this level, which makes Xinhua Bookstore encounter some deep-seated institutional problems and key constraints in the process of deepening reform. There are three main aspects: first, the authorized operation has not been implemented. Except Yunnan, Sichuan, Anhui and Inner Mongolia, most provinces and cities have not been authorized. This is the most fundamental factor that restricts the reform of Xinhua Bookstore at present. Today, the reform has been unavoidable and must be solved, otherwise it will be difficult to make substantial progress in the restructuring work. Second, the reform policies are not matched and the implementation is not in place. This makes many detailed problems encountered in the reform, including personnel diversion, social security, land, taxation, etc., lack policy basis and are difficult to operate. Third, the local environment for reform is not complete enough. In recent years, with the attention and promotion of the central and local governments, the overall environment of cultural system reform has been established, but there are still some problems in the local environment such as market environment, public opinion orientation and government function transformation, which have certain resistance to the specific reform practice. These problems cannot be solved by enterprises themselves, but only by the government.

There are two imbalances in the reform. First, the imbalance in the reform process between regions. Some have made progress in restructuring, some have made breakthroughs in chain, and some provinces and cities have made breakthroughs in both aspects, but most provinces and cities are still in the stage of preliminary investigation and scheme formulation. In terms of restructuring, Shanghai and Sichuan have made breakthroughs, and both have diversified investors. Shanghai transferred 49% of its shares to Greenland Group, the largest real estate agent in Shanghai, through two steps of state-owned equity diversion and public bidding, becoming the first Xinhua Group with mixed ownership in China. At present, both Shanghai and Sichuan have entered the listing counseling period. It is very likely that it will take the lead in listing in the national Xinhua Bookstore system. In terms of chain operation, Sichuan, Zhejiang, Jiangsu, Hainan and other provinces have completed the province-wide chain operation, and Zhejiang and Jiangsu have started cross-provincial chain operation. At present, Shandong has completed the store chain in 80 cities and counties, and strives to basically complete the store chain in the whole province by the end of this year. The other is the uneven progress of restructuring and chain operation. In the process of restructuring, due to various reasons such as imperfect supporting policies, there is great resistance and slow progress. As a business model, chain operation has been successfully promoted with obvious effect. After the chain store in Zhejiang and Sichuan, the annual sales volume increased by nearly 10% every year, and the average profit increased by 20%. The sales of Xinhua Bookstore Chain Store in Hainan Province in the first quarter of 2005 increased by 1 17.8% compared with the same period of last year. Liu Qiang? )

Article source: China Book Business Daily