When books enter the live broadcast room
2022-07-05
In the live room, the anchor dongyuhui picked up a book "Su Dongpo's biography" written by Lin Yutang. Starting from Su Dongpo's experience of being demoted to Huangzhou at the age of 44, he talked about his growth experience, talked about Dongpo's meat, and read aloud "Ding Fengbo". On the same day, 24000 copies of this book were sold. In the past month, the "Oriental selection" of the live broadcast room under New Oriental has suddenly become popular. In addition to agricultural products, books are also an important category sold in the live broadcast room. The sales volume often jumps by 10000 copies, which has attracted widespread attention in the book industry and cultural circles. Some even say that Dong Yuhui's popularity is "the birth of a top-notch book with goods". In the past three years, online activities and live broadcasting have become important measures for the book publishing industry to deal with the impact of the epidemic. Both publishing institutions and physical bookstores are actively exploring cultural "line" fields from the cultural scene. The book industry and the live broadcasting room, one is an old and quiet industry, the other is the latest and most lively platform. If the media also has a chromatogram, they correspond to the cold and hot poles. When books enter the live broadcast room, content and traffic collide and run in, projecting a multidimensional landscape of the times. Open online mode In 2020, it will be difficult for many people to skillfully operate online conference software. Now, both students and scholars have learned to turn on "online mode" and debug cameras and microphones. Many people have become accustomed to "speaking to the screen". In June this year alone, there were more than 100 live online activities hosted by publishing institutions. Since June 1, Shanghai Library has held many poetry themed activities online; On June 21, zhangjihai, deputy editor in chief of Zhonghua Book Company, shared the story of the school edition "twenty four histories" and "draft of the history of the Qing Dynasty" online; In the past week, the people's Literature Publishing House launched an online literature lecture in an average of two to three days, with the keynote speakers including writers and scholars, as well as publishing house editors... As a physical Bookstore downstream of the book industry, it began to explore the mode of live broadcasting with goods at the beginning of the epidemic. On June 12, 2020, in the "Beijing book market · Bookstore night" series of live broadcasting activities, nearly 100 Bookstore live broadcasts were launched in Beijing at the same time, It was the first time that many physical bookstores embarked on the "live broadcast journey". Many people wondered whether the traditional book industry entered the live broadcast room to actively seek innovation and change, or passively respond to the impact of the epidemic? "I don't know much about the impact of the epidemic on publishing houses, because we can still buy books online as before." During the interview, the staff of a live broadcasting platform raised such questions. According to the open book survey data, in the first quarter of 2022, the book retail market turned negative again, with a year-on-year growth rate of -13.28%. In terms of different channels, both online stores and physical stores had a bad start. Online store channels showed negative growth for the first time, with a year-on-year decrease of 8.34%; Physical store channels fell by 29.7% year-on-year, almost back to the level during the epidemic in 2020. Not long ago, the Publishing Research Institute of Beijing Normal University released a "questionnaire on the impact of the epidemic on the publishing industry". In the question "what challenges and opportunities the epidemic brings", the most popular answer is "sales decline". The survey results also showed that publishing institutions were affected in the selection of topics, manuscript editing, printing and reproduction, and logistics distribution. Among them, 47.96% of the editors believed that "the interaction with the author was affected, and the topic selection was significantly reduced", 68.78% believed that "the logistics was affected, and the library could not be delivered normally", and 56.11% believed that "the editing progress slowed down, and the concentration decreased". In response to the impact of the epidemic, the book industry has opened the "live broadcast mode", but it is still in the exploratory stage. Zhao Yushan, Dean of the Publishing Research Institute of Beijing Normal University, analyzed that at present, the live broadcast activities held by publishing institutions are mainly divided into two categories: online lectures are mainly public welfare and academic in nature, focusing on the social responsibility of publishing houses; As a way of marketing in the publishing industry, live broadcasting is still a small part in terms of sales proportion. "Book industry discussion" after live broadcast Nowadays, online shopping has become an important way of consumption for people. In fact, books are the first product to enter the era of e-commerce. Many e-commerce platforms at home and abroad started with book logistics. The reason is actually very simple: books have no shelf life, and packaging, transportation, storage and logistics are relatively convenient. Despite such a pioneering experience of "hitting the net", the road of live broadcasting in the traditional book industry is not plain sailing. Last year, the publishing industry, which was pulled into the live studio, experienced a "bitter Carnival". On September 27, 2021, the anchor Liu Yuanyuan displayed the slogan "revitalize the book industry and build prosperity through live broadcasting" in the live broadcast of Tiktok, with high-profile books. The slogan read "I have called half of China's publishing houses", and said that "500000 books have been prepared to break the price below 10 yuan, 100000 books with 1 yuan, and popular books have broken the price of" double 11 ". Anchor Liu Yuanyuan's slogan of "selling books for one yuan" won a lot of attention, but it welcomed the collective criticism of the publishing industry. After the live broadcast, "don't let Internet e-commerce strangle the book industry for drainage" and other voices appeared frequently, and Liu Yuanyuan was interviewed by the regulatory authorities. She also sighed, "with a live broadcast, I became a 'sinner' in the book industry.". "In the long run, whether live broadcasting can revitalize the book industry is not mentioned for the time being, but is it really a healthy prosperity to take breaking prices as the core selling point of sales?" The publisher magazine pointed out that such live selling of books "is undoubtedly drinking poison to quench thirst". This live broadcast triggered extensive discussion in the publishing industry. It is widely believed that this delivery mode of only traffic, gimmicks and price war will seriously damage the healthy development of the content industry. After the live broadcast discussion, the cooperation between the book industry and commercial live broadcast is more cautious. The more appropriate way is to stay in the publishing circle and the reading circle, so as to reduce the desire to "leave the circle" and reduce the risk of misreading the content. It is understood that CITIC publishing house has built its own live broadcast room since 2019 and is still increasing the live broadcast volume. Not long ago, Zhonghua Book Company and Buyi book company, a physical bookstore, jointly conducted an 8-hour live broadcast. The running in between the book industry and the live broadcast continues. The chemical effect of "cultural people bring goods" On June 10, the "New Oriental anchor" posted a hot search on Weibo. The video of the anchor dongyuhui speaking English and talking about poetry in the live room was forwarded and swiped. Millions of people entered the "Oriental selection" live room to watch "cultural people bring goods". Netizens joked that the rice in the live room was "cultural rice". The book industry has seen a different network anchor. When introducing the representative work "the right bank of Erguna River" by the writer Chi Zijian, Dong Yuhui did not offer any super low price, nor listed the awards won by this book, but directly expressed his feelings after reading: "after reading this book, his heart lit up the kind of respect and understanding for the living habits of those lovely people in distant places... I believe everyone has a paradise in his heart." According to the live broadcast platform, "the right bank of Erguna River" sold 50000 copies that day, and people's Literature Publishing House also forwarded Dong Yuhui's video on its microblog. Netizen Chu Shiyang said, "after listening to teacher Dong Yuhui's interpretation, I read this book again last night. From the romantic and plain words, I really felt the vibrant power and irreplaceable human wisdom of science and technology, and even calmed my anxiety." Dong Yuhui's popularity brought traffic and unexpected applause from the book industry. "A book can talk for two hours, but a basket of potatoes can't." Zhao Yushan believes that books can provide more topics and stories for anchors. Dong Yuhui's live selling of books is popular because he is different from some previous network anchors in terms of selection, script, intention and so on. "He presents the appropriate content in a suitable way on the new stage. By selling books, he arouses the public's longing for poetic life and returning to reading." Relevant staff of New Oriental told reporters that the team had read every book sold in the live broadcast room. In addition, New Oriental has always had a reading culture and advocated that every employee read 15 books every year. It turns out that when people are confused about "how to sell books live in the era of traffic is king", the answer points to a simple and simple truth - read it. Zheng Xiaoyou, a historian and associate research librarian of the National Library, said, "I think it is the essence of books to let people who understand the platform bring goods, starting from the content, and it is also the core competitiveness that surpasses other live webcasts." Zheng Xiaoyou believes that books are different from general commodities. They are based on content and have strong professionalism, which requires the anchor to have a certain cultural literacy. Therefore, many publishing houses like to use their own editors to broadcast live, and sometimes draw on authors and experts in related fields. However, editors and experts are obviously not familiar with the form of live broadcast and may be introverted, so they are mainly attracted by insiders. "New Oriental has this kind of talent reserve: have a high education + fully understand the psychology of the teaching object + pay attention to interaction and strong appeal + have the desire to leave the circle." "Cultural people bring goods" has brought unexpected chemical reactions. Many people in the publishing industry hope to see more "Dong Yuhui people" talk and sell books, and carry out in-depth cooperation with the traditional book industry. At the same time, they hope that live selling books will not follow the old path of price war, and create a benign, loose and sustainable environment, so that authors, publishers, sales platforms and readers can win-win. From the perspective of media culture, Zhao Yushan believes that with the development of emerging media such as the Internet, readers in the traditional book industry begin to leave and transition. For the book industry, from the lonely desk under the light to the lively screen in front of us, it is always a question whether to guard or follow the readers. The stories that happened after the book industry entered the live broadcast room remind the traditional publishing industry that it needs more wisdom and ability to distinguish what is persistence, what is innovation, and what is changing and unchanged in the development of the times when dealing with the impact of the epidemic and the pressure of digital transformation. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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