In the first half of 20 19, the book retail market increased by 10.82% year-on-year, but the physical bookstores still showed a negative growth trend, with a year-on-year decrease of 1 1.72%. In 2020, the sudden outbreak of COVID-19 hit the physical bookstores, returning to the industry trough before 20 15, and some bookstores suffered heavy losses. At the same time, the online celebrity bookstore came into being, attracting attention with its face value and marketing, gaining traffic and stealing the limelight, while shaking the definition of a physical bookstore.

? The business logic of the physical bookstore exists as the downstream of the publishing industry chain, that is, the export of products (books). If physical bookstores generally can't sell books and sell books without making money, it actually shakes the basic position of physical bookstores in the industrial chain.

At present, not only the number of books sold by physical bookstores is declining; Moreover, in the overall income of physical bookstores, the proportion of book sales revenue has also been declining. "It is not easy for a bookstore to survive only by selling books"-this has been increasingly recognized by the industry.

How to get out of the dilemma of physical bookstores, bookstores in different cities have tried many methods, such as online and offline communication, books+cultural activities, books+training, books+salons, to form a diversified business format, and some bookstores have also used this diversified business. The effect is more obvious.

After the epidemic, Lu Ningxin, the founder of Downing Bookstore, whose main customers are parents and children, repositioned the bookstore, which is how to integrate with the community. She said, "Booksellers should better understand users' needs and interests through books, so as to organize activities and commodities, create new contacts with customers and create new family styles." After the epidemic, it developed from one bookstore to four, which was deeply loved by community residents.

I mainly study people's inner needs and how to activate their inner motivation. I agree with Corning Bookstore. Bookstore can be used as a carrier to connect parents and children and establish new communication methods. There are two angles for reference only.

In the past, it was the era of things, and the Internet era made people acquire knowledge more widely and conveniently, which transformed into the relationship between people and things. Moreover, users of physical bookstores buy books from bookstores in order to complete the connection between people and things (books), but not between people and bookstores. How to make characteristics and attract users' stickiness in the post-epidemic era is a problem that operators need to think about.

If 50% of the main users of bookstores are parents and children, we can study the needs of parents and children more.

1) Parents' needs: I hope children have good habits and study hard, I hope children can listen to their parents, and I hope children can become talents after being admitted to a good university.

2) Children's needs

My parents can understand me, don't just stare at my studies, give me some space.

You can hold regular activities about parent-child relationship in the bookstore, and there are different types and activities according to different age groups.

Primary school stage: Parents and children should have more interactive activities to strengthen parent-child relationship, and parents can also have activities.

Junior high school stage: children participate in games and hold activities to improve their thinking and mind in games.

For example, the wealth flow deduction game allows children to experience life between the ages of 20 and 60. Some children have learned a lot from their parents and learned the rules of social system and money system that textbooks can't learn. On the contrary, it promotes children's thinking about how to develop into society in the future and further promotes their learning. After playing the game, parents also reflect on the way they used to educate their children, and should give them autonomy.

Irregular and valuable activities not only meet the needs of parents and children, but also improve the good reputation and user flow of bookstores, and the sales of books will naturally increase.

The above angles are for reference!

Emerging Talent Ecology —— Hu Xiaohua, an expert on people and efficiency.