The book publishing market has accelerated to recover, and Tiktok e-commerce has sold more than 2 million books every day
2024-04-17
On April 16, as the 29th World Reading Day approached, Tiktok E-Commerce held the activity of "National Reading in the Live Studio" in Beijing. Field data disclosed that in the first quarter, the sales of Tiktok e-commerce books exceeded 150 million, and more than 2 million books were sold every day. The publishing industry participants at the conference believe that live streaming e-commerce has brought more new and good books to a wider readership. According to third-party reports, short videos and live streaming have become important channels for new book releases, with 15 of the top 100 best-selling books in short video and live streaming e-commerce being new books. After the debut of Mai's new book, "Human Trust", on Tiktok E-commerce, it became the most popular new book of the platform in the first quarter. Short video and live streaming e-commerce help increase reading rates. According to data released by Beijing Open Book Information Technology Co., Ltd., the scale of China's book retail market was 91.2 billion yuan in 2023, a year-on-year increase of 4.72%. Short video e-commerce has become the second largest book sales channel, and the retail market growth in the publishing industry has rebounded. Ai Limin, Chairman of the China Book and Publication Industry Association, said, "E-commerce platforms, together with the publishing and distribution industry, have strengthened the basic base of book readers and promoted the warm and new development of the publishing industry." He emphasized that with the popularization of digital technology and the rapid development of e-commerce platforms, the creative methods of authors, the content production methods of the publishing industry, and the reading methods and habits of readers are all undergoing profound changes. Publishing houses also need to have the courage to break through and persist in innovation. While short videos and live streaming drive book sales, their impact on classic and new books is increasingly increasing. According to Feng Xiaohui, Manager of the Research Department of Beijing Open Book Information Technology Co., Ltd., in the first quarter of 2024, the short video e-commerce channel remained the only channel to achieve year-on-year growth in code ocean, with a growth rate of 31.15%. New and old works such as "Human Trust", "The Right Bank of the Erguna River", and "We Live in a huge Gap" have been significantly driven by short videos and live streaming sales. Among the top 100 books in short video e-commerce sales in the first quarter of 2024, 15 are new books, with a higher proportion of new books compared to other channels. This means that short video e-commerce continues to be an important channel for new book releases. In addition, the new books have shown even more outstanding performance in interest e-commerce. In March 2024, new books in fictional, non fictional, and children's categories all entered the top 30 sales rankings in interest e-commerce. The development of Tiktok e-commerce book industry also confirms this trend. Tiktok e-commerce data shows that in the first quarter of 2024, the short video broadcast of the platform book trailer will exceed 21.6 billion times, and the live broadcast of books with goods will exceed 3.9 billion times. The high-quality content will be interconnected with the shelf e-commerce, which will drive the sales of books on the platform to exceed 150 million orders, with an average of more than 2 million books sold every day. In terms of age, the post-2000s have the greatest potential for book consumption, with a year-on-year increase of 187% in book purchases. They prefer psychology, novels, and literature books more. Yu Jintao, deputy editor in chief of Tiktok Group, said that the long-term social value project "Tiktok Good Book Plan for All" launched by the platform will continue to sell new books by means of short videos and live broadcasts through platform policies, in-depth operation activities, traffic support and other measures, in conjunction with publishers, writers, high-quality content creators and other forces
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