When books become fast-moving consumer goods, what is real strategic marketing?

When books enter the field of fast-moving consumer goods circulation, for decades, book marketing based on traditional cultural industry model and planned economy model, whether operating model or industry standard, must face challenges from the market. With the continuous advancement of publishing system reform, the change of book marketing mode will affect the development of book publishing industry in the future. Under the new background, editors will play the role of the process axis, and they need to change their identities and re-plan their own positions as soon as possible.

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From cultural products to fast-moving consumer goods

For today's public, books have become more and more fast-moving consumer goods. At present, the book industry has completed the whole process from planning, editing, publishing to listing in the shortest time, and a large number of successful cases show that it is basically the basic prototype of FMCG operation; In market segments, from the one-day delivery of e-commerce stations such as Dangdang and JD.COM Mall to the wide application of iPad, e-reader and mobile phone reading, books in the traditional sense tend to be entertaining, leisure and fast food today.

Therefore, reading books and fashion magazines now is not much different from playing 3G games and eating at McDonald's. When people spend tens of dollars to buy a book, their purchasing motivation, decision-making time and consumption habits are basically not much different from those of buying fast-moving consumer goods.

At present, the transformation from traditional book publishing to fast-moving consumer goods manufacturing is the inevitable result of integration with society. In short, publishers should rely on the market and consumers to constantly correct themselves.

Product research and development is the decisive point of marketing strategy.

Look at the evolution and formation of several mainstream marketing concepts, whether it is 4P theory aimed at meeting market demand, 4C marketing theory aimed at pursuing customer satisfaction, or the new marketing 4R theory put forward on the basis of 4C marketing theory. Its core is to accurately grasp the market demand, that is, to grasp the product itself. So it can be understood that product research and development is the decisive point of book marketing strategy.

Nowadays, book marketing must use fast-moving strategies and tactics to make decisions and guide various roles to change. Where does the product research and development of books come from? Planning is to maximize the value of editing.

The successful mode of books entering FMCG field is based on a deep understanding of market demand. This depends on four basic elements:

Second, understand the cost that consumers are willing to pay. Understand how much money (cost) consumers are willing to pay to meet their own needs and desires, rather than pricing products first.

Fourth, communicate with consumers. It is very important to implement marketing communication with consumers as the center. Through interaction and communication, the internal and external marketing of enterprises are continuously integrated, and the interests of both consumers and enterprises are invisibly integrated.

Some people think that to achieve this goal, we should first bring the concept of FMCG into the book industry, and then create more readers for the book industry in China by means of FMCG production, so as to promote a more prosperous reader industry. The author thinks that this view still comes from the thinking of publishing theory and does not jump out of publishing itself.

The realization of editing role comes from editing itself and the application of new mode. The traditional editing ideas and skills are obviously not suitable for the fast-disappearing mode, so for the current editors, new ideas must be used to solve new problems. Like all marketing, the core competitiveness of books lies in changing the existing consumption spirit and concept, which is the ultimate embodiment of editing level. In today's era, the responsibilities of editors should not be limited to word processing, but also need to learn from and absorb production and marketing strategies in other fields.

Hundreds of years of experience in the field of world marketing has proved a truth-the root of successful marketing lies in the model. That is, the result of a set of specialized tools and resources integration. China's book marketing is in the stage of going it alone and having no rules to follow. It is imperative to establish this editing-centered operation mode and marketing mode. The characteristic of this model is that the editorial team is regarded as the core force of product research and development, and a series of professional processes and operation tools are established, which integrates market research, product positioning, marketing positioning, editing procedures and sales cooperation. In this process, editing is the axis of the whole process.

It can be said that when the demand of the market and readers is constantly changing and rising, as a strategic point of book marketing, the role of editors will become more important, and the requirements for editors will inevitably reach a new height. A successful editor in the future should be a real expert in marketing, an expert in concept packaging and process management, and a strong hand in integrating resources to resolve risks.