Traditional bookstore

1 before. 20 1 1 years ago, I was mainly engaged in the graphic industry.

At present, the format of physical bookstores is single, and most bookstores only sell books. With the rising cost of rent and manpower, and the development of digital reading, the physical bookstore industry in China has been in recession for ten years since 2002. According to the survey report released by the Book Industry Chamber of Commerce of the All-China Federation of Industry and Commerce on 20 1 1, the retail sales of physical bookstores declined year after year, and nearly 50% of physical bookstores closed down.

2.20 12~20 17, transition period.

This stage is the transformation period of physical bookstores, and the business model of "Bookstore Plus" has been explored.

3.20 18 Up to now, comprehensive cultural consumption

According to the Industry Report of China Entity Bookstore 20 18-20 19, among the 62 bookstores surveyed, only 1 only sells books, accounting for 1.6 1%. In other words, the vast majority of physical bookstores have successively launched the form of "Bookstore+",and the products on the shelves in the upgrade are no longer limited to books, but tend to include more categories such as coffee and cultural and creative stationery.

The new physical bookstore will not only be a place to sell books, but also a cultural and intellectual living space with reading as the main body and integrating catering, cultural creation, exhibition and other formats.

The common "bookstore+"modes in the market are:

1. Bookstore+Coffee

Two major chain bookstores, Sisif and Yanjiyou, can enjoy all the trial books in the bookstore when drinking coffee in the store.

2. Bookstore+Wenchuang

The marketing of all formats of bookstores is unified and integrated, and brands with good diversification can even rise to the cultural marketing of bookstores. For example, Sisyphus Bookstore, while selling stationery in the store, also takes advantage of its own peripheral products to turn the brand culture into cultural and creative items such as mugs, postcards and paper tapes that consumers can take away.

3. Bookstore+Activities

A large number of bookstores also make profits by holding activities and reading clubs. Some chatty shops can be rented by some businesses or individuals for speech activities, and most bookstores support authors to hold signing parties. Popular authors can bring a lot of brand exposure to bookstores.

4. Bookstore +N

Including the above, such as Eslite, Sisyphus and Yanji.

Note: 1. Open office; 2. clothing; 3. Drones and genetic testing

Cross-border non-map format has effectively improved the profit space of bookstores, and the compound business model of "Bookstore+"is a benign driving force for the profit growth of physical bookstores in the future.

On the one hand, the gross profit of non-graphic business of physical bookstores is much higher than that of traditional book business. The gross profit of coffee cultural creation is as high as 60%~65%, which is about 2.5 times of the gross profit of book sales.

On the other hand, the "sense of interaction and participation" derived from the compound format prolongs the stay time of consumers in bookstores, enhances the stickiness of customers, and effectively promotes the transformation from traffic to consumption.

According to the characteristics of readers in his region, Sisyph holds more than 1000 cultural experience activities every year, including large-scale book signing by best-selling authors, keynote speeches by cultural celebrities, reading parties, parent-child activities and so on. It keeps readers' freshness, attracts customers' periodic consumption, enhances customers' loyalty and becomes an important factor of income growth.

At present, the expansion of private bookstores is so fast, in addition to the change of business model, there are the following reasons.

1. popular website selection

Choose a business circle with a certain traffic base. Sisyph and Zhonghe Yanji all expressed their preference to locate in popular business districts, and each store should maintain at least 1000 people per day.

2. Enjoy government subsidies

Taking Shenzhen as an example, Article 25 of the Measures for Special Funds for the Development of Cultural Industries in Shenzhen supports the construction of physical bookstores, and gives ex post subsidy of up to 5 million yuan to qualified large bookstores, chain bookstores and small and medium-sized bookstores according to the actual operating area of bookstores. The funding period shall not exceed 3 years.

3. Commercial centers make profits

Shopping centers attract high-quality bookstores in the form of rent reduction and decoration subsidies, and even join bookstores to run their own businesses. From 20 12 to 20 18, the number of bookstores stationed in shopping centers has increased by about 8%, and there are about 70 well-known bookstore brands in the commercial field, among which 1/3 is a new bookstore brand established between 20 14 and 20 17. Physical bookstores transform the popularity of cultural sales, services and experiences into consumption power, and form a benign interaction with surrounding businesses.

Jin, the chairman of Sisyphus Culture Communication Co., Ltd., has repeatedly publicly stated that the rent of Sisyphus in the commercial center is 10% of the rent of ordinary shops or even rent-free.