In the past two years, there have been new entrants in online bookstores, and the competition between online stores has also intensified. Large publishing houses begin to pay attention to horizontal integration, which is conducive to the formation of a better industrial ecological environment. From the overall development trend, the development of online stores provides more space for publishing institutions to realize a virtuous circle of business, and also urges ground stores to accelerate the transformation and innovation of their own business models to better adapt to market changes.
Now the promotion space of online store sales is mainly reflected in the network marketing work. In reality, the marketing methods of online stores are similar, such as page promotion, discount, bundled sales, free freight quota and so on. The next step is to consolidate the details of marketing work in daily work, and more importantly, simplify and normalize the details of marketing work. For example, book review articles, editorial recommendations, illustrations, videos and other information need to be more comprehensive and rich.
Online bookstores can also learn from some physical stores in marketing methods. For example, you can try to do some online interviews with authors, and it may be better if readers who place orders during the interviews can get books signed by the authors. It is not impossible for a publishing house to prepare one or two thousand copies of signed editions and send them to various logistics centers.
Online store sales started earlier. In the past few years, the sales growth rate of online stores of electronic news agencies was above 50%, but in the past two years, the growth rate slowed down due to the increase of the base. The annual growth rate of 20 1 1 is above 30%, and the overall growth rate of 20 12 is planned to be above 30%.
In addition to the three major online stores, there are also some online children's bookstores, fast schoolbags, interactive publishing networks, Beifa networks, Wenxuan online stores, Boku online stores, and Shanghai E City. In addition, there are online bookstores operated by publishing houses.
Electronic newspaper's own online bookstore, a year is hundreds of thousands of sales, because the sales discount is controlled at around 20%, which is not comparable to online bookstores, and publishers are not willing to use this online bookstore to affect the sales of ground stores and online stores. Self-operated online stores mainly play the role of displaying products and checking for missing items.
The retail channels of electronic news agencies are divided into physical stores, online stores, airport stores and supermarkets; Library distribution channels are divided into Xinhua Bookstore, private library distribution dealers and library distribution direct sales channels. The sales channels of teaching materials are divided into Xinhua Bookstore, teaching material agency station and private teaching material dealer. The online bookstore is divided into separate sales channels. 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, and are specially equipped with 1 sales assistants and 2 marketing support personnel. In terms of assessment methods, the sales growth index of online bookstores is different from that of physical bookstores and much higher than that of physical bookstores.
Providing timely new book information data for online bookstores and Xinhua Bookstore websites has always been an important link in the marketing department of publishing houses. For large publishing houses, it is time-consuming and laborious to provide and upload new book information because of the large amount of book information. Thanks to the early start of the informatization of electronic publishing house, in the PMIS system developed by the publishing house, the editor is responsible for uploading the basic information of books, and the system collects and manages the basic information of books and book marketing materials in a unified way. When uploading, it needs to be reviewed by the marketing and distribution department, and then docked with the online bookstore of the publishing house for external release.
If the online shop can open the data interface to the publishing house, the book information data of the electronic publishing house can be synchronized directly from the PMIS system of the publishing house. It is connected with the book information data of Zhejiang store, Sichuan Wenxuan store, Shanghai store and Jiangsu store, which is a good support for the marketing of their online bookstores.
I hope that in the future, more online stores and physical bookstores can realize the batch processing of book product information through technology docking, and improve the communication efficiency of product information between social stores and stores and the promotion efficiency of marketing work.
The sales feature of online bookstores is that there are more people to support the follow-up work of the market. In recent years, electronic publishing houses have been strengthening and standardizing the follow-up support of the market. As a unified external information outlet, the marketing department is responsible for providing product information and marketing materials for online stores and various business interfaces, including uploading new book information. At the same time, the marketing director and product manager cooperate with the sales staff to communicate on the marketing creativity and cooperation mode of 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. If the other party has any needs, what kind of services or marketing materials need to be provided, the marketing department will unconditionally meet their requirements according to their actual needs. Relevant marketing materials designed for online stores will also be provided to the online stores of Xinhua Bookstore.
The marketing department of Electronic Society has established two important QQ groups. One is the external QQ group, including all bookstores-including all buyers of online stores and ground stores. There is also an internal QQ group, in which the marketing staff of all branches and companies of the publishing house, the staff of the marketing and distribution department, foreign information officers and foreign marketing managers are all in the group. The information and related materials of key books are mostly sent through QQ group, and the communication efficiency is high.
20 1 1 At the beginning of the year, the electronic publishing house launched a short message marketing platform, and sent different multimedia messages to customers every week, with the contents of the book cover text, six at a time. Recipients include bookstore buyers, cabinet staff and marketing planners, library editors, direct customers, university teachers and textbook buyers, as well as leaders above middle-level cadres of the Institute of Electronics, external information officers and marketing managers, and all personnel in the marketing and distribution departments. This short message helps internal and external personnel to know the recent key book information in time, creates conditions for online shop operators, operation editors and other personnel to know the key book information of the publishing house, and helps online shop related personnel to further pay attention to, communicate, ask for key book information, track and purchase key books.
The key books of electronic publishing house are managed at different levels, and the marketing department communicates with the staff of online stores on the books with higher levels. All key books are brought with sample books, and face-to-face communication is adopted. Book planners, editors, product managers and sales managers in the marketing department go to online stores seven or eight times a month. Online shop operators, facing the complicated book products in the market, have high market discrimination ability and rich market experience. When you meet books with great market potential, you will often ask for samples, book abstracts and other related materials, and then determine the replenishment figures and subsequent market operation plans after detailed understanding. Super-key books will participate in the pre-selection planning, and formulate specific market plans and work schedules for pre-marketing (pre-sale) and post-marketing publicity of products.
We marketers have an experience, that is, we should be diligent in communicating with online stores. For example, if the things promised by online stores are not online on time, they should follow up with QQ in time, because their attention and energy are limited in the face of many publishing houses.
The products of some branches and companies of Electronic Society are more suitable for online store sales, and they also attach great importance to online store marketing, such as Bowen Viewpoint and Yifeisi. For example, the book "Top of the Tide" does a good job in the marketing of online stores. During the pre-sale period and after the book went online, the marketing work of Weibo and industry websites quickly followed up. Every week, there are topics recommended by Kai-fu Lee, and many celebrities and experts in the IT circle are invited to make recommendations. Therefore, the promotion and market sales of online stores are relatively large. For example, I bought five or six hundred books, including some books signed by authors. For some key books, the publishing house focuses on publicity on the online shop page, and further promotes sales with information such as editorial recommendation and book review.
There are 300-400 books that electronic publishing houses really focus on marketing in a year, with an average of 20-30 books per month. But it is not easy to be thorough. If the power source of online store marketing is formed from the editing process, then besides the marketing of key items in online stores, the marketing work can be more detailed and perfect for those sub-key books and ordinary books that are mainly sold online, plus Weibo and book review media. Because first, the marketing work of the marketing department can only take into account key products. In addition, the marketing department knows far less about authors and books than editors. If marketing texts such as editorial recommendations, book reviews and book abstracts can be incorporated into the marketing workflow of key books, the market influence and sales volume of books may be better improved.
For example, once a book is identified as a key book, the editor must prepare marketing materials in advance and check whether the editor of the key book can submit it on time. If the materials are not fully prepared, they cannot be included in the key marketing, so as not to waste resources. On the other hand, someone in the marketing department should stare at the editorial department and actively communicate in marketing.
When marketing sci-tech books, the electronic press will generally choose some varieties to participate, and the key books in the marketing schedule will be put in. Marketing personnel are responsible for the selection and determination of varieties and decide which varieties to participate in the activities. Some holiday marketing activities, such as the promotion of Children's Day, are also making unremitting efforts to maintain better marketing interaction with online stores.
In addition to paying attention to the marketing work of various online stores, electronic newspapers also attach great importance to the marketing work of self-operated online stores. There are more than a dozen banners in online stores, and the marketing department should change the content regularly and distribute it to all branches and companies in a balanced way. If competition mechanism is introduced into this work and the use of marketing resources, the editorial department can pay more attention to the improvement of marketing materials and the innovation of marketing methods.
To do a good job in online store sales, we must do a good job in online marketing. Now every club attaches great importance to online marketing, so we might as well make our website better. The portal website of electronic publishing house was completely revised on 20 165438+ 10/0. The main purpose of the revision is to improve the book information as much as possible and provide reference for all dealers, especially online stores with large information needs.
For the opening of the new website, the electronic publishing house combed more than 10,000 kinds of products, and classified books into five categories with reference to academic classification standards, taking into account the actual management habits of the market and the demand of the editing and editing departments for searching and querying data. This work is relatively complicated, because the category management of bookstores generally only uses two categories. The new website of electronic publishing house has also added the functions of interacting with readers, such as comments and online trial reading. And all the key positions of the page are made into dynamic book advertising spaces. Readers' comments, trial reading and other functions have obvious driving effect on sales.
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