The sales of online bookstores are growing rapidly, and the relationship between online bookstores and physical bookstores is even more obvious. Some people even believe that the sales of online bookstores will eventually surpass those of physical bookstores. In this context, publishing houses are paying more and more attention to online store marketing.
In the past two years, there have been new entrants to online bookstores, competition among online stores has also begun to intensify, and large publishing houses have begun to pay attention to horizontal alliances, which is conducive to the formation of a better industry ecological environment. Judging from the overall development trend, the development of online stores provides publishing organizations with more space to achieve a virtuous business cycle, and can also prompt local stores to speed up the transformation and innovation of their own business models to better meet market changes.
Nowadays, the room for improvement in online store sales is mainly reflected in online marketing work. The marketing methods of real online stores are all similar. Promotional methods such as on-page promotions, discounts, bundled sales, and free shipping for the purchase amount are all operated on a daily basis. The next step is to consolidate the details of marketing work in daily work. Moreover, it is more about the process and normalization of marketing work details. For example, book review articles, editor-recommended text, illustrations, videos and other information need to be more comprehensive and rich.
Online bookstores can also learn from some physical stores in terms of marketing methods. For example, you can try to do some online interviews with authors. It may be better if readers who place orders during the interview period can get signed copies of books by the authors. It is not impossible for the publishing house to prepare one or two thousand signed copies and send them to various logistics centers.
The sales business of Electronic Society’s online store started relatively early. In the past few years, the sales growth rate of e-commerce online stores has been more than 50%. In the past two years, the growth rate has slowed down due to the increase in base number. The growth rate in 2011 was over 30%, and the overall growth rate in 2012 is planned to be over 30%.
In addition to the three major online stores, the online stores that Electronic Society cooperates with include some online children's bookstores in Beijing and Shanghai, Kuaishubao, Interactive Publishing Network, Beifa.com, Wenxuan Online Store, and Boku.com store, Shanghai e-city, etc. There is also an online bookstore operated by the publishing house.
Electronic Society’s own online bookstore has sales of hundreds of thousands a year, because sales discounts are controlled at around 79 or 80%, which is not as good as online bookstores, and publishers are not willing to use this Online bookstores will affect the sales of ground stores and online stores. The self-operated online store mainly plays the role of displaying products and checking for missing items.
The retail channels of Electronic Society are divided into physical stores, online stores, airport stores and supermarkets; the library distribution channels are divided into Xinhua Bookstore, private library distribution dealers, and library distribution direct sales channels; the teaching material sales channels are divided into It serves Xinhua Bookstore, textbook agency and private textbook dealers. The online bookstore is divided into separate sales channels, and the head of the marketing department and the deputy general manager of the distribution department (Li Muchun) are directly responsible for the coordination and marketing support of its marketing work. They are specially equipped with 1 sales assistant and 2 marketing support personnel. In terms of assessment methods, the sales growth indicators of online bookstores are different from those of physical bookstores, and are much higher than those of physical bookstores.
Providing timely new book information data for online bookstores and Xinhua Bookstore websites has always been an important part of the work of the marketing department of publishing houses. For larger publishing houses, because they need to put all varieties on the shelves, book information The volume is large, and providing and uploading new book information is time-consuming and laborious. Thanks to the early start of informatization work in the electronic society, in the PMIS system developed by the publishing house itself, the editor is responsible for uploading basic book information. The system uniformly summarizes and manages the data of basic book information and book marketing materials. When uploading to the outside, it requires After being reviewed by the Marketing and Distribution Department, it will be linked to the publishing house's online bookstore and released to the public after passing the review.
If the online store can open the data interface to the publishing house, the electronic book information data can be directly synchronized from the publishing house's PMIS system. We have connected with the book information data of Zhejiang Provincial Store, Sichuan Wenxuan Store, Shanghai City Store, and Jiangsu Provincial Store, which is a good support for the marketing work of their online bookstores.
It is hoped that in the future, more online stores and physical bookstores will adopt technology docking methods to realize batch processing of book product information, thereby improving the efficiency of product information communication and marketing work between the two parties.
The sales characteristic of online bookstores is that more people need support from the market for follow-up work.
In recent years, the electronic society has been strengthening and standardizing the market follow-up support work. As a unified external information export, the marketing department is responsible for providing product information and marketing materials for online stores and various business interfaces, including the uploading of new book information. At the same time, the marketing director and product manager cooperate with the sales staff to communicate on marketing ideas and cooperation methods for key products. While negotiating business work, the business manager is also responsible for communicating with the person in charge of the relevant sections of the online store on the marketing of key products. What needs the other party has, what kind of services or marketing materials need to be provided, the marketing department will based on the other party's requirements. Actual needs are met unconditionally. Relevant marketing materials designed for the online store will also be provided to the Xinhua Bookstore’s online store.
The Electronic Society Marketing Department has established two important QQ groups. One is the external QQ group, which includes all the purchasers of all bookstores - including online stores and ground stores. There is also an internal QQ group, in which staff responsible for marketing from various branches and companies of the publishing house, staff from the marketing and distribution department, out-of-town information officers and out-of-town marketing managers are all in the group. Information on key books and related materials are mostly sent through QQ groups, which makes communication more efficient.
In early 2011, the electronic agency launched an SMS marketing platform, sending different MMS messages to customers every week, with the content of the book cover text, 6 books each time. Target recipients include bookstore purchasers, counter staff and marketing planners, library editors, direct sales customers, college teachers and textbook purchasers, as well as middle-level cadres and above of electronics agencies, field information staff and marketing managers, marketing and distribution All personnel in the department. This text message is helpful for internal and external personnel to timely understand recent key book information, creates conditions for online store business personnel, operation editors, etc. to understand the publishing house’s key book information, and helps relevant personnel of the online store to further pay attention, communicate and obtain key book information, and Track and purchase key books.
The electronic club’s key books adopt a hierarchical management method. The marketing department and online store personnel conduct focused communication on books with higher ratings. For key books, sample books are brought along and face-to-face communication is adopted. Book planning Editors, marketing product managers, and sales managers have to visit the online store seven or eight times a month. Online store business personnel, faced with the complicated book products in the market, have high market judgment ability and rich market experience. When encountering books with high market potential, they will often ask for sample sheets, book excerpts and other related materials. After learning more about it, Then determine the replenishment figures and subsequent market operation plans. For super key books, we will participate in the early topic selection and planning stage, and formulate specific market plans and work schedules for the product's early market warm-up (pre-sale) and post-launch market promotion.
Our marketing department staff all have the experience that they need to communicate frequently with online stores. For example, if the things promised by the online store are not launched on time, they have to follow up in a timely manner by phone or QQ, because they are facing With so many publishers, attention and energy are limited.
Some branches and companies of the Electronic Society have products that are more suitable for online store sales, and they also attach great importance to online store marketing, such as Bowen Viewpoint and Ivisi. For example, the book "Top of the Wave" has done a very good job in marketing in online stores. During the book pre-sale period and after the book went online, the marketing work on Weibo and industry websites was followed up very quickly. There was a topic every week, which Kaifu Li recommended enthusiastically. At the same time, many well-known figures and experts in the IT circle were invited to recommend. Therefore, The online store's promotion efforts and market sales are relatively large. For example, Kuaishubao purchased five to six hundred volumes, including books signed by some authors. For some key books, the publishing house will promote them on the online store page and use information such as editor recommendations and book reviews to further boost sales.
The electronic company really focuses on marketing books in a year, which is 300-400 kinds, with an average of more than 20-30 kinds every month. But it’s not easy to do it thoroughly. If the power source of online store marketing is formed from the editing stage, in addition to the marketing of key single products in the online store, for those sub-key books and ordinary books that are mainly sold online, Weibo, book news and book reviews media releases will be added, and the market will Marketing work can be done more carefully and more perfectly. Because first, the marketing department's marketing work can only take into account key products. In addition, the marketing department's understanding of authors and books is far less than that of editors. If the provision of marketing texts such as editor recommendations, book review manuscripts, and book excerpts can be included in the key book marketing workflow, the market influence and market sales of the book may be better improved.
For example, once a book is determined to be a key book, the editor must prepare marketing materials in advance and evaluate whether the key book editor can submit them on time. If the materials are not well prepared, they will not be included in key marketing. To avoid wasting resources. On the other hand, someone from the marketing department also needs to keep an eye on the editorial department and conduct proactive marketing communications.
In the marketing activities of Dangdang's science and technology books, the electronics club will generally select some varieties to participate, and the key books in the marketing schedule will be included. Marketing staff are responsible for the selection and determination of varieties, and decide which varieties will participate in the event. Some holiday marketing activities, such as Children’s Day promotions, are also often carried out unremittingly. This is also to maintain better marketing interaction with online stores.
In addition to attaching great importance to the marketing work of various online stores, the electronic agency also attaches great importance to the marketing work of self-operated online stores. The online store has more than a dozen banners, and the marketing department needs to change the content regularly and distribute them to various branches and companies in a balanced manner. If a competition mechanism is introduced into this work and the use of marketing resources, the editorial department can be better encouraged to pay more attention to the improvement of marketing materials and the innovation of marketing methods.
To do a good job in online store sales, you must do a good job in online marketing. Nowadays, every agency attaches great importance to online marketing, so it might as well make its own website better. The electronic society portal website was newly revised in October 2011. The main purpose of the revision is to provide as complete a book information as possible, so as to provide reference for all dealers, especially online stores with large demand for information.
In order to launch the new website, the Electronic Society has sorted out more than 10,000 product categories. Based on academic classification standards, taking into account the actual market management habits and the search and query data needs of the editorial department, the books have been classified into five levels. Classification, this work is relatively complicated, because the category management of bookstores generally only uses secondary classification. The new website of Electronic Society has also added functions such as comments and online trial reading to interact with readers, and dynamic book advertising spaces have been made in key locations on the page. Reader comments, trial reading and other functions have a clear driving effect on sales
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