"three releases and one joint" (decentralization of contracting rights, liberalization of wholesale channels, liberalization of purchase and sale forms and discounts, and promotion of horizontal joint)
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Change begins with circulation.
The transformation of China's economic system from a planned economy to a market economy began with the reform in the circulation field. The same is true of the economic system transformation of the publishing industry.
In fact, the publishing system reform initiated by China's publishing industry in the early 1980s originated from solving the "three difficulties": difficulty in publishing books, difficulty in buying books and difficulty in selling books. It is almost painful to open the articles about publishing in those annual reports and talk to the leaders of the publishing industry, especially academic works. But readers want to buy books but can't, which is the dereliction of duty of publishing houses and bookstores. To this end, many people shout loudly. Therefore, the relevant departments have come to the conclusion that Xinhua Bookstore must be broken, the distribution system should be reformed and private bookstores should be allowed to be established. With the proposal of "one master, three more and one less" (a book distribution network with Xinhua Bookstore as the main body, multiple economic components, multiple circulation channels, multiple purchase and sale forms and few circulation links), the original circulation pattern has been disrupted. This was earth-shattering in those days.
From the end of 1980s to the beginning of 1990s, with the proposal of "Three Releases and One Access" (decentralization of contracting rights, liberalization of wholesale channels, liberalization of purchase and sale forms and discounts, and promotion of horizontal alliance) in Opinions on the Current Book Distribution System by Publicity Department of the Communist Party of China and the Press and Publication Administration 1988, the competition for secondary wholesale rights once became a hot spot, and a watershed appeared in the private book industry, and a large number of people in the private book industry relied on cooperative publishing.
In the early 1990s, decent private bookstores began to appear in the market. From 1992 to 1998, truly outstanding private bookstores have developed, and a number of distinctive private retail bookstores, such as Guo Linfeng, Feng Chengsong, Wansheng Bookstore, Jifeng Bookstore, Sisyphus, Shenyang Dongyu and Long Media, have brought fresh ideas and diversified industrial forms to the book industry. For example, Shenyang Dongyu Bookstore was closed due to investors, but it was still one of the best retail bookstores in Shenyang until it closed.
Of course, this group of private bookstores can make their own voices, but also because various gaps in the book retail market have given these bookstores room for survival and development; If a super bookstore like Beijing Book Building had been established at that time, the history of private bookstores would have to be rewritten.
From 65438 to 0996, the Press and Publication Administration issued "Several Opinions on Cultivating and Regulating the Book Market", which put forward the reform task of "three constructions and one integration", in which "one construction" was to establish large-scale wholesale markets and wholesale centers, and book wholesale markets were established in various places. This is also the place where government departments promote and even directly manage private wholesalers and retailers. This way of small traders entering the market in government-run markets first arose in the fields of daily industrial products and agricultural and sideline products. In the early days of reform and opening up, it played an important role in invigorating circulation and economy. One of the phased achievements of the "multi-channel" opening-up of China's book industry reform is that a number of private bookstores have obtained the "secondary book wholesale rights".
In fact, private secondary wholesale units have been between invigorating and violating regulations since their birth. Originally, book wholesale entered the market to strengthen the management and standardization of the cultural market. However, the mode of many small vendors operating the same products in the big market should not be the wholesaler mode, because small vendors can neither meet the needs of upstream producers (publishers) nor serve the needs of a large number of downstream retail stores. Because books are mature bulk products, they should quit the messy wholesale market. With the emergence of super-large retail bookstores, chain stores and online bookstores have entered our lives, and it is time for the wholesale market to complete its historical mission.
Now the government has given the private book industry a lot of national treatment, and the total distribution right has also been released to the private sector. It can be said that the reform of the distribution system with the goal of "one master, three more and one less" has achieved phased results. With the surge of second-class private wholesalers, independent bookstores, specialty bookstores and professional bookstores are blooming, private super retail stores are constantly rising, online bookstores are gaining momentum, and the first-class wholesale right (total distribution right) is released to private enterprises, and the concept of "multiple economic components and multiple circulation channels" in the distribution field is more intuitive.
Orientation and direction of private enterprises
After nearly 30 years of distribution reform, the existing distribution pattern in China is basically clear-in the next 5~ 10 years, chain bookstores will dominate the market, online bookstores will continue to expand, the upstream self-built circulation system, and there is still room for the existence of intermediate professional wholesalers. The state-owned chain bookstores that need financial strength will be the main position of the country. For the private book industry, distinctive and excellent content providers, professional bookstores, online bookstores and professional regional wholesalers are the embodiment of its vitality.
With the increasingly standardized book market, there are few loopholes to be exploited, so if the private book industry wants to continue to develop, it must first solve the positioning problem, that is, what can be done; After finding the right position, we should develop in the direction of "doing specialty and doing characteristics" Only by insisting on starting from the specialty can there be a way out and sustainable development.
My advice to most private practitioners is not to expect too much, but to sit down and do a good job in creativity, planning, agency, characteristics and service. Private studios should be developed from the perspective of publishing agents and planners. If wholesalers really want to participate in the whole circulation of the industry, the role of capital is indispensable. Without big capital, it is impossible to really do big wholesale or middle sales. Therefore, when we don't have the financial strength to compete with Xinhua Bookstore, it should be the direction of the transformation of private middlemen to choose high-quality book wholesalers, professional book wholesale and distribution companies and wholesalers serving retail stores.
Select the boutique book wholesaler whose agent underwrites the varieties, and select some marketable varieties from the numerous book topics selected by the publishing house for agent underwriting. This is the operation mode of some wholesalers in recent years, and its intention is to obtain preferential discounts by choosing fast goods and underwriting them in batches, so that the relative interests are guaranteed. In the past, most secondary wholesalers also chose this model in their wholesale and distribution business.
Professional book wholesale and distribution companies can run both wholesale and direct sales, can serve professional bookstores, and can also directly supply fixed end users such as libraries, schools, organizations and professionals. Professional online bookstore will be the most convenient channel to accomplish this task.
Serving retail stores is a professional service. It is necessary to grasp the market situation and popular trend of books from a macro perspective, fully understand the publishing information of books, conduct actual investigation and analysis, accurately select the appropriate book varieties and quantities for the retail stores served, and meet the needs of retail stores through fast service means.
For private retail and chain bookstores, small and beautiful bookstores such as Longzhimei Advertising Bookstore, Wansheng, Monsoon, Photosynthesis and Sisyphus are the first choice for positioning, and their development should match their own capabilities, otherwise it will be very difficult.
In fact, the classification of state-owned enterprises and private enterprises according to ownership is a sign of immature industrial development. With the diversification of investment and the entry of foreign capital, the so-called "private book industry" can be said to have completed its historical mission, and all the distinctions between private and state-owned enterprises should die out. At present, the three barriers, namely, the access policy of examination and approval system, the completely different wholesale and distribution paths between private and state-owned enterprises, and trade protection adapted to the "site economy", are changing and weakening. In the future, the distribution field of book industry should be the pattern of large bookstores, chain stores, characteristic, professional and independent small bookstores, professional intermediary service providers and online bookstores integrating and diversifying.